The Creative Business Guide to Running a Graphic Design Business

The Creative Business Guide to Running a Graphic Design Business

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  • 製本 Hardcover:ハードカバー版/ページ数 416 p.
  • 言語 ENG,ENG
  • 商品コード 9780393730777
  • DDC分類 741.60688

Table of Contents

Preface
1 Section One Organization
A Solid Foundation 17 (18)
Two Personal Essentials
Legal Structure
Ownership Sharing
The Need for Business Planning
Developing the Business Plan
Structure and Facilities 35 (16)
The Benefits of Structure
The Chain-of-Command Business Model
The Coaching Business Model
The Associate Business Model
Facilities Requirements and Budgeting
Lease Negotiation
Buying Your Own Space
Outside Support Services 51 (26)
Accounting Services
Bookkeeping Services
Banking Services
Insurance Services
Legal Services
Arbitration and Mediation Services
Consulting Services
2 Section Two Personnel
Organizing 77 (18)
How Organized Are You?
The Case for Clearly Defined Policies
What Employees Want to Know About
An Organization Chart
Employee Handbooks
Publishing Employee Handbooks
Job Descriptions
Noncompete Agreements
A Note to You
Hiring 95 (20)
Staffing Norms
How About a Virtual Staff?
Working with Outside Help
Using Interns
Finding Qualified Applicants
A Great Book is Not Enough
Interviewing Applicants
Evaluating Creativity
Salaries and Benefits
Informing Applicants
Motivating 115(16)
How We Are a Little Different
Intangible Motivators
Tangible Motivators
Evaluating Employees
Giving Raises
Creative Direction 131(12)
Understanding the Need
Defining the Ground Rules
Adopting a Two-Step Process
The Time for Nondirection
Stimulating Creativity
Critiquing Constructively
The Preliminary Test
The Creative Review
Dismissing 143(12)
Downsizing Considerations
Dealing with Problem Employees
Trying to Change Bad Habits
How to Say Goodbye
3 Section Three Marketing
Positioning 155(16)
Marketplace Trends
Is it Better to Specialize?
What About Broader Positioning than
``Graphic Design''?
When is a Design Firm Something Else?
Mission Statements
Positioning for the Future
Promoting 171(18)
The Many Benefits
Design Firm Fundamentals
Advertising
Web Promotion
Direct Mail
Reputation Building
Publicity
Networking
Volunteering and Pro Bono Work
Creative Competitions
Selling 189(24)
Is the Web Changing Things?
How Much is Enough?
Hiring Salespeople
What to Expect From a Salesperson
Qualifying Clients
Talking the Talk and Walking the Walk
Pitching Revenue-Crucial Projects
Pitching High-End Projects
Pitching Moderate-Visibility Projects
4 Section Four Operations
Pricing Your Services 213(28)
Hourly Fees
Price by Value?
Markups
Commissions
Noncash Compensation
Working on Retainer
Provide Volume Discounts?
Give a Break to Not-for-Profits?
Raising Prices without Raising a Flap
Determining Client Budgets
Working with Clients 241(32)
Give `Em What They Need or What They Want?
Coping with Client Incompetence
Conflicts of Interest
How Many Concepts?
Give Up Computer Files?
Danger Signs
Surveying Client Happiness
Outgrowing and Resigning
Grow the Business? 273(26)
How Big?
Size Control
What's the Right Business Mix?
The Three Business Stages
Managing Growth
New Business from Old Clients
Adjusting Work Flow
Electronic Help
Financial Issues 299(36)
Funding Operations
Figuring Profitability
Improving Billable Efficiency
Balance Sheets and Income Statements
Benchmarking Trends
Avoiding Risks
Personal Issues 335(2)
The Perils of Perfectionism
The Entrepreneurial Disease
Avoiding Burnout
Valuing the Business
Cashing Out
5 Section Five Appendices
Appendix I Twenty-Five Management Standards 357(9)
Marketing Standards
Operating Standards
Financial Standards
Appendix II Six Management Case Studies 365(14)
Self-destructive Management
Dealing with the ``Gorilla Client''
Fast-Growth Danger Signals
Not Making Tough Decisions
Relying on Referrals
Failing to Institutionalize the Company
Appendix III A Designer's Short Course in 379(12)
Marketing
A Marketing Orientation
What It Is and Isn't
Marketing Focus Versus Customer Focus
Marketing Structures
The Four Ps of Marketing
Strategy and the Marketing Mix
Marketing Plans
Marketing Plan Formats
Marketing Plan Style
Appendix IV Samples and Forms 391
Formal Business/Financial Plan
Estimating Worksheet
Letter of Agreement
Detailed Proposal
Employee Handbook
Agent Agreement
Work-for-Hire Form
Emergency Planning Form