The Graphic Designer's Business Survival Guide
Real-world business wisdom they don't teach in design school.
| Основен автор: | Daniels, Lawrence J. |
|---|---|
| Формат: | Електронен |
| Език: | English |
| Публикувано: |
New York :
Amacom,
2012.
|
| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=504240 |
Съдържание:
- Cover; Contents; List of Figures; About the Author; Preface; 1 TAKING THE PLUNGE: A DAUNTING, ENERGIZING JOURNEY; 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; 2 SETTING UP HOUSE: FIRM FUNDAMENTALS; 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 creatives3 DESIGN FIRM MANAGEMENT: TOOLS AND TEMPLATES; 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; 4 DESIGNING A RELEVANT FIRM IMAGE; Focusing on a defined practice area; Defining your USP
- Designing for businessShowcasing your qualifications; 5 COMMUNICATING CREDIBILITY; Shaping an image that shapes perception; Getting to know your prospect: pre-pitch research; Honing presentation skills; Overcoming jitters; 6 EFFECTIVE BUSINESS WRITING: THE CORNERSTONE OF FIRM GROWTH; Good design is no excuse for bad writing; The new contact introduction letter; The follow-up letter; 7 CRAFTING A WINNING PROPOSAL; Composing the real art of the deal; Establishing creative methodology; 8 TIME MANAGEMENT: THE KEY TO DESIGN FIRM PROFITABILITY; Juggling the time clock
- Establishing baseline time ratesEstablishing billable time rates; Tracking billable time; The new project start-up package; Tracking billing information; Project content folders; Tracking progressive expenses; Handling downtime; 9 EFFECTIVE MARKETING: YOUR PASSPORT TO SUCCESS; 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
- 10 GROWING YOUR FIRM IN ANY ECONOMIC CLIMATE"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; 11 SIDESTEPPING OBSTACLES IN YOUR FIRM'S PATH; 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; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; U; V; W; Z