The Graphic Designer's Business Survival Guide

By: Lawrence J. Daniels

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Paperback | 12 December 2012 | Edition Number 1

At a Glance

Paperback
240 Pages

Age
18+

Dimensions(cm)
23.0 x 15.3 x 1.6

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Successful graphic designer and entrepreneur Larry Daniels exposes the weak spot that derails so many graphic designers' careers: the critical business side of making it as an independent designer. Running even a one-person design firm takes a lot more than raw talent and technical ability.

The Graphic Designer's Business Survival Guide offers insider expertise on building a profitable, sustainable design business. Packed with sample agreements, letters, forms, and more, this practical guide helps designers look beyond aesthetic priorities and focus on basic business skills such as writing, record keeping, and relationship building.

You'll learn how to create a website and portfolio that effectively highlight your design solutions, do prepitch research and deliver winning presentations, prepare inviting proposals that win lucrative contracts, establish a reliable system for tracking billable hours, and use sales strategies to quantify design decisions in ways businesses can relate to and respect.

Get ready to break out of “freelancer” or “starving artist” mode and enter into the role of a highly compensated creative consultant-one who stands out to clients.

About the Author

Larry Daniels is past president of DanielsDesign Inc., a New York based branding and communications design firm that has been a consistent recipient of major industry recognitions for outstanding achievement.

Industry Reviews

"This is a great book on starting and running a graphic design business....a great tool." --Reading Room Book Reviews
"Trust us, this book isn't just good for folks in the graphic design industry, it's good for anyone looking to do freelance work or set up their own company." --NY Creative Interns
"Whether you're a full-time freelancer or do a few projects on the side, this book will help ensure your success." --How magazine

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List of Figures	p. vii
About the Author	p. ix
Preface	p. xi
Taking The Plunge: A Daunting, Energizing Journey	p. 1
Facing the reality of entrepreneurship
Early missteps: an object lesson
Partnering: a marriage of convenience?
Do you really need a business plan?
Building a brand voice
Setting Up House: Firm Fundamentals	p. 21
Self-discipline: the first key to success
How should I structure my business?
Bookkeeping: why some things are better left to others
Location, location, location? Not so much anymore
Vendors: strategic alliances you can't grow without
The lowdown on markups
You're not alone: tales and tips from other creatives
Design Firm Management: Tools and Templates	p. 47
Managing big-budget costs
The print production specsheet
Cashing in on media commissions
Tracking sales efforts
Assigning project identification: the key to efficient administration
Time tracking: the key to managing profit
The ledger: documenting and tracking receivables
Invoicing: structuring how you get paid
Managing cash flow
Progressive billing: the key to staying solvent
Designing a Relevant Firm Image	p. 65
Focusing on a defined practice area
Defining your USP
Designing for business
Showcasing your qualifications
Communicating Credibility	p. 81
Shaping an image that shapes perception
Getting to know your prospect: pre-pitch research
Honing presentation skills
Overcoming jitters
Effective Business Writing: The Cornerstone of Firm Growth	p. 93
Good design is no excuse for bad writing
The new contact introduction letter
The follow-up letter
Crafting a Winning Proposal	p. 101
Composing the real art of the deal
Establishing creative methodology
Time Management: The Key to Design Firm Profitability	p. 121
Juggling the time clock
Establishing baseline time rates
Establishing billable time rates
Tracking billable time
The new project start-up package
Tracking billing information
Project content folders
Tracking progressive expenses
Handling downtime
Effective Marketing: Your Passport to Success	p. 139
Sales: an unavoidable reality
Absorb like a sponge
The importance of taking a worldview
Self-promotion
Testimonials: harnessing the power of praise
Capitalizing on peer recognition
Taking the chill out of cold calling
Promotional marketing
Avoiding the "eggs in one basket" predicament
Growing Your Firm in Any Economic Climate	p. 187
"We" vs. "me": the art of shaping perception
Leveling the playing field
Corporate chemistry: adapting to cultures and personalities
Hooking the big fish
Mining the media
Mining other income streams
The nondisclosure agreement
Sidestepping Obstacles in Your Firm's Path	p. 207
Getting past the gatekeepers
Dealing with deadbeats
When good projects go bad
A sobering reality … and a bright outlook
A final word (or two)
Index	p. 223
Table of Contents provided by Ingram. All Rights Reserved.

The Graphic Designer's Business Survival Guide

At a Glance

Paperback

Industry Reviews

Shipping

How to return your order

Defective items

You Can Find This Book In

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Why the Museum Matters

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How to Run a Creative Organization

Provoking the Freeport Magic

Art Assemblage in Late Capitalism

Artist Entrepreneurship for Life

Making Art Work for You

Artist Entrepreneurship for Life

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How Creativity Rules the World

The Art and Business of Turning Your Ideas into Gold

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Cultural Production under Capitalism

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History and Current Trends

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