Start & Run a Graphic Design Business

There are minimal costs involved in starting a graphic design business which makes it an attractive opportunity for anyone with an artistic eye. All that is required is a computer, an Internet connection, and design skills. It's the kind of business that can easily be run from your home! The graphic design business has changed significantly over the past few years. The popularity of photo- and art-sharing websites and social networking sites, and the low barriers to setting up websites have driven a demand for fresh new graphics and provided numerous opportunities for graphic artists to reach new markets and customers. This book will show you how to capitalize on these opportunities, market your business, find clients, and stay organized. Like all books in the Start & Run series, this book is written in an easy, step-by-step format. The included download kit has forms and worksheets that will help you develop a successful business.

There are minimal costs involved in starting a graphic design business which makes it an attractive opportunity for anyone with an artistic eye. All that is required is a computer, an Internet connection, and design skills. It’s the kind of business that can easily be run from your home! The graphic design business has changed significantly over the past few years. The popularity of photo- and art-sharing websites and social networking sites, and the low barriers to setting up websites have driven a demand for fresh new graphics and provided numerous opportunities for graphic artists to reach new markets and customers. This book will show you how to capitalize on these opportunities, market your business, find clients, and stay organized. Like all books in the Start & Run series, this book is written in an easy, step-by-step format. The included download kit has forms and worksheets that will help you develop a successful business.

Introduction xiiiPart I: Your New Business Adventure 11 Getting Started: Understanding the Basics of the Graphic Design Business 31. What Is Graphic Design? 32. Understanding the Three Forms of Media 53. Who Buys Graphic Design Services? 54. Graphic Design Specialties 65. Can You Make a Living in the Graphic Design Business? 62 Understanding What It Means to Be a Design Entrepreneur 81. Working on Your Own or with Others 82. The First Step to Becoming a Design Entrepreneur 103. Your Start-up Costs 114. Dealing with Insecurity 125. Are You Cut out to Be Your Own Boss? 13Contentsvvi Start & run a graphic design business3 The Pros and Cons of Partnerships 161. Should You Form a Partnership? 162. The Problems with Partnerships 173. A Positive Spin on Partnerships 194. Keys to Building a Successful Partnership 205. Write a Detailed Partnership Contract 216. Alternatives to Partnering 22Part II: Setting up Shop 254 Setting up Your Business Structure 271. Types of Business Structures 272. Business License 303. Employer Identification Number or Business Number 304. Open a Business Bank Account 305. Hire an Accountant 316. Insurance 315 Creating an Identity 341. Your Company’s Name 352. Your Company’s Unique Marketing Message 413. Your Company’s Professional Standards 414. Your Company’s Visual Image 436 Office Location 461. Your Work Space 462. Working at Home 473. Working at an Office Location 504. Leasing Office Space 515. Subletting an Office Space 516. Making Your New Space Pay You 51Part III: Marketing Your Business 537 Finding Your Niche in Graphic Design 551. What Type of Design Will You Do? 552. Overview of Niche Markets 563. What Is Your Niche Market? 58Contents vii8 Targeting Your Market 601. Attracting Prospects 602. The Four Types of Marketing Strategies You Need 613. Your Target Market 624. Unique Marketing Message 669 Creating Your Marketing Plan 671. Situation Analysis 682. Research Your Target Market 693. Strategies and Tactics 714. Measurable Goals 725. Budget 736. Putting Together Your Marketing Plan 7410 Your Online Marketing 781. Your Website and the Internet as a Marketing Tool 782. Domain Name 793. Building Your Website 804. Getting Found on the Internet 845. Optimize Your Internet Marketing 866. Email Marketing 877. Pay-per-Click Advertising 938. Blogs 9411 Your Portfolio 961. Three Essential Portfolio Presentation Steps 972. Four Goals of Your Portfolio 973. Creating a Project Synopsis Outline 994. Target Your Portfolio for Impact 1005. Putting Samples of Your Best Work Together 1006. Getting Samples for Your Portfolio 1017. Archiving Your Samples 1028. No samples? No problem! 1029. Displaying Your Portfolio 10310. Organization Is the Key to a Strong Portfolio 105viii Start & run a graphic design business11. Creating Various Format Versions of Your Portfolio 10512. Your Portfolio Is Not a Pricing Tool 10613. Showing Off or Persuading the Prospect? 10612 Your Capabilities Kit 1071. What to Include in Your Capabilities Kit 1072. Designing Your Kit 110Part IV: Doing the Work 11313 The Proposal 1151. Before You Write Your Proposal 1152. Request for Proposal (RFP) 1183. Request for Qualifications (RFQ) 1184. The Size of Your Proposal 1195. What to Include in Your Proposal 1196. Draft the Proposal 1237. Present the Proposal 1238. Close the Sale 1239. Sometimes Only an Estimate is Necessary 12410. The Difference between a Proposal and a Contract 12414 The Contract 1261. Your Intellectual Property Rights 1262. The Importance of a Signed Contract 1273. What to Include in Your Contract 1284. Be Open to Negotiation 13015 Repeats and Referrals 1311. Provide Good Quality Work 1312. Provide Good Service 1333. Things to Do to Get Repeat Work 1354. Referrals 13716 Dealing with Client Problems 1401. The Formula for Dealing with Problems 1402. Avoiding Problems — Speculative Work 142Contents ix17 Your Creative Process 1441. The Creative Brief 1452. Creating a Timeline 1473. Managing Your Revision Process 1484. Getting Feedback 1485. Obtaining Design Approval 1496. The Mechanical Process 1507. Working with Content 1528. Tracking 1529. Project Creep 15210. Using a Docket System 15311. Email Communications 15312. Improve Your Design Skills 15418 Hiring Photographers and Illustrators 1551. Finding Photographers and Illustrators 1562. Rights to Completed Work and the Cost 1563. Tips for Working with a Photographer or Illustrator 1574. Tips for Art Directing 15819 Pricing Your Services 1601. Pricing Strategies 1602. Charging a Flat Fee 1623. Charging by the Hour 1624. Quick Methods for Selecting Your Fees 1635. Calculating Your Hourly Rate 1646. Finding Your Client’s Budget Number 1697. Basic Components to Base a Quote 1708. Presenting Your Quote 1719. After You Have Submitted the Quote 17110. Negotiating Your Fee 17111. Invoicing 174x Start & run a graphic design businessSAMPLES1 Calculate Cost per Lead 742 Homepage Headline and Body Copy 823 Follow-up Email 904 Follow-up Emails to Clients to Get Repeat Work 1365 Letter to Client at Final Sign-off of the Project 151WORKSHEETS1 Are You Ready to be an Entrepreneur? 142 Discover Your Business Name 393 Find Your Niche Market 594 Create a Marketing Plan 755 Three Essential Portfolio Presentation Steps 986 Qualify Your Prospect 1157 Do You Want to Work with the Prospect? 1178 Understand What Your Prospect Wants 1189 Calculate Overhead Costs 166