So you want to publish an eBook? Well, here's the good news: it's easy to do. However, you can't just push the "publish" button and call it a day.
That may be what other self-published authors are doing, but you've got to put some real thought and effort into your self-publishing strategy if you want your book to be successful. If you're truly going to act as your own publisher, then you need to step into the shoes of all the various publishing team members: author, editor, marketer, publicist, etc.