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Michael Huggins
Start & Run a Graphic Design Business
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Страница 1
START & RUN A GRAPHIC DESIGN BUSINESS
Страница 3
Part I YOUR NEW BUSINESS ADVENTURE
1 Getting Started: Understanding the Basics of the Graphic Design Business
1. What Is Graphic Design?
2. Understanding the Three Forms of Media
3. Who Buys Graphic Design Services?
4. Graphic Design Specialties
5. Can You Make a Living in the Graphic Design Business?
5.1 What can you expect to earn?
2 I love Understanding What It Means to Be a Design Entrepreneur
1. Working on Your Own or with Others
1.1 Working on your own: The solo entrepreneur
1.2 Having other people work for you
2. The First Step to Becoming a Design Entrepreneur
3. Your Start-up Costs
3.1 The need to make money and be profitable
4. Dealing with Insecurity
5. Are You Cut out to Be Your Own Boss?
3 The Pros and Cons of Partnerships
1. Should You Form a Partnership?
2. The Problems with Partnerships
2.1 Things don’t get simpler — they get complicated
2.2 Partnering with friends
2.3 Measuring responsibilities and talents
2.4 Businesses evolve and change
2.5 Most business owners who have partners warn against it
3. A Positive Spin on Partnerships
4. Keys to Building a Successful Partnership
4.1 Enter into partnership slowly
4.2 Clearly outline your performance requirements and standards
4.3 Talk money
4.4 Talk it through
4.5 Make sure the person has support from his or her significant other
4.6 Base the partnership on compatible values, drive, and work ethics
4.7 Hear the person’s heart’s desire
4.8 For better or worse — partnering with your spouse or life partner
5. Write a Detailed Partnership Contract
6. Alternatives to Partnering
6.1 Forming a strategic alliance
6.2 Talk to other design business owners
6.3 Business and coaching groups for entrepreneurs
6.4 Thought-leadership groups
Part II SETTING UP SHOP
4 Setting up Your Business Structure
1. Types of Business Structures
1.1 Sole proprietorship
1.2 Partnership
1.3 US limited liability company (LLC)
1.4 US Corporation
1.5 Incorporating in Canada
2. Business License
3. Employer Identification Number or Business Number
4. Open a Business Bank Account
5. Hire an Accountant
6. Insurance
6.1 Health insurance
6.2 Disability insurance
6.3 Business insurance
6.4 Errors and omissions insurance
5 Creating an Identity
1. Your Company’s Name
1.1 Seven characteristics of a good name
1.1a Longevity
1.1b Differentiate your business from your competitors
1.1c Connect with your target market
1.1d Reinforce your company’s position
1.1e Communicate size and stability
1.1f Be simple
1.1g Be able to register it
1.2 The importance of choosing a good name
1.3 Getting personal with your business name
1.4 Discovering your business name
1.5 Picking a web-friendly business name
1.6 Registering your business name
2. Your Company’s Unique Marketing Message
3. Your Company’s Professional Standards
3.1 Your business standards
3.2 Your creative standards
3.3 Your relational standards
4. Your Company’s Visual Image
4.1 Logo
4.2 Business cards
4.2a Always carry your business cards with you
4.2b Have your business cards ready at every introduction
4.2c Bring a big supply of business cards to networking events
4.2d Never count the cost of your business cards
4.2e Make notes on the back of the cards you receive from others
4.3 Email
4.4 Voice mail messages
4.5 Your dress code
6 Office Location
1. Your Work Space
2. Working at Home
2.1 Advantages of working at home
2.2 Disadvantages of working at home
2.3 Tips for working at home
3. Working at an Office Location
3.1 Advantages of working in an office outside the home
3.2 Disadvantages to working in an office outside the home
3.3 Finding the best office space
4. Leasing Office Space
5. Subletting an Office Space
6. Making Your New Space Pay You
Part III MARKETING YOUR BUSINESS
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