1. Design Business
Bootcamp
daniel schutzsmith

2. Presentation Slides
& Worksheets:
http://how.graphicdefine.org

3. Who Am I?

4. www.graphicdefine.org

6. School of
VISUAL ARTS

8. Who Are You?

9. Freelancer?

10. Studio Owner?

11. Manager?

12. Student or
Teacher?

13. Other Design
Professional?

14. Our Problems

15. I asked almost
700 designers

16. in order of
importance

17. The Economy

18. Paid Less to
Do More

19. Commodity

20. Sales
is Hard

21. Marketing
is Hard

22. Unsure Future

23. Starting
a Studio

24. Starting a Studio
Why Have a
Business?

25. Starting a Studio
Some Bad Reasons

26. Starting a Studio
“I want to be a
great designer”

27. Starting a Studio
“I want to
be famous”

28. Starting a Studio
“I want to
be free to
design my way”

29. Starting a Studio
“I want to
make more
money”

30. Starting a Studio
“I want to
have more
security”

31. Starting a Studio
The GOOD Reasons

32. Starting a Studio
“I am needed”

33. Starting a Studio
“I like people”

34. Starting a Studio
“I am decisive”

35. Starting a Studio
“I am cool
(under pressure)”

36. Starting a Studio
“I am a
self starter”

37. Starting a Studio
“I am
well organized”

38. Starting a Studio
“I understand
business and
business people”

39. Starting a Studio
“I like to lead”

40. Starting a Studio
“I want to sell”

41. Starting a Studio
“I am willing
to learn”

42. WORKSHEET:
Are You Ready?

43. Why Now?

44. Why Not!?

45. Recession Companies
Microsoft
Skype
Google
Apple
Barbarian Group

46. Startup
Essentials

47. 1. Adequate Training/
Experience
Work for as many
other studios as you
can!

48. 2. A Plan
A business plan can
outline your future as
a business.

49. 3. Startup Finances
Have capital to start
from, or a few clients
“in the bag”.

50. 4. Professional Guidance
Rely on professionals to
help you make business
decisions: lawyer,
accountant, insurer.

51. 5. A place to work
Home, co-working,
digital wandering all
work these days.

52. Startup Essentials
“When we fail to plan,
we plan to fail.”

53. WORKSHEET:
Business Plan

54. What Is Your
Mantra?

55. What Is Your Mantra?
A short, descriptive
sentence that sums up
what your company is
all about.

56. “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

57. “Don’t be evil”
- Google

58. “Peace of mind”
- Federal Express

59. “Authentic Athletic
Performance”
- Nike

60. What Is Your
Mantra?

61. Protect Your
Ass

62. Protect Your
Assets!

63. Sole Proprietorship
• Unlimited liability
• If you can’t work, there
is no income.
• Clients like corporations.

64. Partnership
• Liability
is split.
• If one partner leaves,
the business dissolves.
• Decisions must be
unanimous.

65. Corporation
• Liability
is limited to the
corporation.
• Can outlive an owner.
• Tax benefits.
• Can be transfered/sold.

66. The Quality
Triangle

67. Scope

68. Time

69. Cost

71. Sales = Fear

72. Sales ≠ Fear

73. What do
Clients want?

74. • Style

75. • Style
• Creativity

76. • Style
• Creativity
• Experience

77. • Style
• Creativity
• Experience
• Attention to detail

78. • Style
• Creativity
• Experience
• Attention to detail
• Speed

79. • Style
• Creativity
• Experience
• Attention to detail
• Speed
• Chemistry

80. Who is an
Ideal Client?

81. • Good fit

82. • Good fit
• Few negotiations

83. • Good fit
• Few negotiations
• Appreciate You

84. • Good fit
• Few negotiations
• Appreciate You
• Trust your opinion

85. • Good fit
• Few negotiations
• Appreciate You
• Trust your opinion
• You enjoy them

86. • Good fit
• Few negotiations
• Appreciate You
• Trust your opinion
• You enjoy them
• Profitable

87. Target Clients

88. Define who your
clients are first,
and then go
get’em.

89. •list the industries you
like

90. •list the industries you
like
•define ideal traits

91. •list the industries you
like
•define ideal traits
•make a targeted list

92. WORKSHEET:
Client Wish List

93. Courting
The Client

94. Set Expectations
+
Define Objectives

95. One Channel of
Communication

96. Keep Consistent
Communication

97. Be Honest

98. Marketing
Tools

99. Leave Behinds

102. Blog

104. Give Away
Your Secrets

105. Blog

107. Build a
Web App

109. Give Away
Your Work

111. Start a
Conversation

113. Make Friends
With Journalists

115. Write an
Article

117. Help a
Reporter Out

119. Use Press
Releases

121. Use Social
Networking

122. Implementing the Personality
Social
Network
Profiles

123. Implementing the Personality
Social
Network
Profiles

124. Show the
Personalities

127. Email

129. Start an
E-zine

131. Implementing the Personality
E-zine

132. Track the
Conversation

133. Implementing the Personality
Comments

134. Tips for
Marketing
Success

135. Focus on
the Message

136. Encourage
Participation

137. Provide
Useful Content

138. Remove the
Bullshit

139. No Sales Speak

140. Stay Consistent

141. Listen to
Feedback

142. Be Humble

143. Have Fun

144. Future
Planning

145. Decide Where
You Want to Go!

146. WORKSHEET:
Future Planning
Worksheet

147. Keep a Playbook
For 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.

148. Future Planning

149. Know Your Exit
Strategies
• sell out
• be absorbed
• retire and close

150. Sup
Imp er
ort
ant
!
Under
Promise

151. Lik
e fo
Rea r
lz!
Over
Deliver

152. There is no such
thing as luck, the
future is what you
make it!

153. Presentation Slides
& Worksheets:
http://how.graphicdefine.org