Rent 9780814432419 | The Graphic Designer's Business Survival Guide

Summary Table of Contents Author Biography

Graphic design is a crowded, highly competitive world. And it takes a lot more than raw talent and technical ability to make it as an independent designer. Successful graphic designer and entrepreneur, Larry Daniels exposes the weak spot of so many: the critical business side of running even a one-person design firm. Designers often prioritize aesthetics over a client's needs, and ignore basic business skills such as writing, record keeping, and relationship building. This practical insider's guide explains how to build a profitable, sustainabl... MORE

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: Fi... MORErm 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.

Lawrence J. Daniels is past president of Daniels Design Inc., a New York-based branding and communications design firm that has been a consistent recipient of major industry recognitions for outstanding achievement. He lives in New York City.

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