Transcript
Design Business Bootcamp
daniel schutzsmith
Presentation Slides & Worksheets:
http://how.graphicdefine.org
Who Am I?
www.graphicdefine.org
School of VISUAL ARTS
209 East 23 Street, New York, NY 10010-3994 Tel 212.XXX.XXXX Fax 212.XXX.XXXX www.schoolofvisualarts.edu
Who Are You?
Freelancer?
Studio Owner?
Manager?
Student or Teacher?
Other Design Professional?
Our Problems
I asked almost 700 designers
in order of importance
The Economy
Paid Less to Do More
Commodity
Sales is Hard
Marketing is Hard
Unsure Future
Starting a Studio
Why Have a Business?
Starting a Studio
Some Bad Reasons
Starting a Studio
“I want to be a great designer”
Starting a Studio
“I want to be famous”
Starting a Studio
“I want to be free to
design my way”
Starting a Studio
“I want to make more money”
Starting a Studio
“I want to have more
security”
Starting a Studio
The GOOD Reasons
Starting a Studio
“I am needed”
Starting a Studio
“I like people”
Starting a Studio
“I am decisive”
Starting a Studio
“I am cool (under pressure)”
Starting a Studio
“I am aself starter”
Starting a Studio
“I am well organized”
Starting a Studio
“I understand business and business people”
Starting a Studio
“I like to lead”
Starting a Studio
“I want to sell”
Starting a Studio
“I am willing to learn”
Starting a Studio
WORKSHEET:Are You Ready?
Why Now?
Why Not!?
MicrosoftSkypeGoogleAppleBarbarian Group
Recession Companies
Startup Essentials
1. Adequate Training/ Experience Work for as many other studios as you can!
2. A Plan
A business plan can outline your future as a business.
3. Startup Finances Have capital to start from, or a few clients “in the bag”.
4. Professional Guidance Rely on professionals to help you make business decisions: lawyer, accountant, insurer.
5. A place to work Home, co-working, digital wandering all work these days.
“When we fail to plan,we plan to fail.”
Startup Essentials
WORKSHEET:Business Plan
What Is Your Mantra?
A short, descriptive sentence that sums up what your company is all about.
What Is Your Mantra?
“Can your secretary tell you what it is? If so, then you’re onto something meaningful and memorable. If not, then it sucks!” - Guy Kawasaki
“Don’t be evil”- Google
“Peace of mind”- Federal Express
“Authentic Athletic Performance”- Nike
What Is Your Mantra?
Protect Your Ass
Protect Your Assets!
Sole Proprietorship•Unlimited liability•If you can’t work, there
is no income.•Clients like corporations.
Partnership•Liability is split.•If one partner leaves,
the business dissolves.•Decisions must be
unanimous.
Corporation•Liability is limited to the
corporation.•Can outlive an owner.•Tax benefits.•Can be transfered/sold.
The Quality Triangle
Scope
Time
Cost
Sales = Fear
Sales ≠ Fear
What do Clients want?
• Style
• Style• Creativity
• Style• Creativity• Experience
• Style• Creativity• Experience• Attention to detail
• Style• Creativity• Experience• Attention to detail• Speed
• Style• Creativity• Experience• Attention to detail• Speed• Chemistry
Who is an Ideal Client?
• Good fit
• Good fit• Few negotiations
• Good fit• Few negotiations• Appreciate You
• Good fit• Few negotiations• Appreciate You• Trust your opinion
• Good fit• Few negotiations• Appreciate You• Trust your opinion• You enjoy them
• Good fit• Few negotiations• Appreciate You• Trust your opinion• You enjoy them• Profitable
Target Clients
Define who your clients are first, and then go get’em.
•list the industries you like
•list the industries you like
•define ideal traits
•list the industries you like
•define ideal traits•make a targeted list
WORKSHEET:Client Wish List
CourtingThe Client
Set Expectations +
Define Objectives
One Channel of Communication
Keep Consistent Communication
Be Honest
Marketing Tools
Leave Behinds
Blog
Give Away Your Secrets
Blog
Build a Web App
Give Away Your Work
Start a Conversation
Make Friends With Journalists
Write an Article
Help a Reporter Out
Use Press Releases
Use Social Networking
SocialNetwork Profiles
Implementing the Personality
Show the Personalities
Start an E-zine
Track the Conversation
Tips for Marketing Success
Focus on the Message
Encourage Participation
Provide Useful Content
Remove the Bullshit
No Sales Speak
Stay Consistent
Listen to Feedback
Be Humble
Have Fun
Future Planning
Decide Where You Want to Go!
WORKSHEET:Future Planning
Worksheet
Keep a PlaybookFor every project log the total hours, players, profit/loss, things learned, strengths, weaknesses, and so on. This will help you and your employees understand what projects you like and why.
Future Planning
Know Your Exit Strategies• sell out• be absorbed• retire and close
Under Promise
Super Important!
Over Deliver
Like for Realz!
There is no such thing as luck, the future is what you make it!
Presentation Slides & Worksheets:
http://how.graphicdefine.org
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