From Pitch to Profit: Pitfalls to avoid when running creative businesses
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From Pitch to Profit: Pitfalls to avoid when running creative businesses

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Founder of Onespacemedia, James Cotton presented to Camcreative on 29 June 2011

Founder of Onespacemedia, James Cotton presented to Camcreative on 29 June 2011

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From Pitch to Profit: Pitfalls to avoid when running creative businesses From Pitch to Profit: Pitfalls to avoid when running creative businesses Presentation Transcript

  • From Pitch to Profit the pitfalls every creative business needs to avoid James Cotton, Onespacemedia.com, @jamescotton
  • AgendaNot getting a decent brief PerfectionSpeculative work Saying ‘yes’Lack of confidence Under deliveringIsolation Poor administration James Cotton, Onespacemedia.com, @jamescotton
  • PITFALL 1Not getting adecent brief James Cotton, Onespacemedia.com, @jamescotton
  • Our logo should be timeless, romantic, classic, modern, edgy,primal, techno, friendly, professional, bold, green and simple. Do you have enough information from us to get started? James Cotton, Onespacemedia.com, @jamescotton
  • AdviceAsk the right questions.Use questionnaires to get structured information.Be flexible – are there other ways to get the information?Banish ambiguity – communicate your interpretation.Build relationships for better understanding.Agree a plan in writing and get cracking. James Cotton, Onespacemedia.com, @jamescotton
  • PITFALL 2Speculative work James Cotton, Onespacemedia.com, @jamescotton
  • James Cotton, Onespacemedia.com, @jamescotton
  • AdviceDon’t work for free with little chance of reward.Need to build your portfolio? Pick real world projects.Don’t be afraid to say no. There’s plenty of work out there. James Cotton, Onespacemedia.com, @jamescotton
  • PITFALL 3Lack of confidence James Cotton, Onespacemedia.com, @jamescotton
  • James Cotton, Onespacemedia.com, @jamescotton
  • AdviceBelieve in yourself and your abilities.Don’t compare your work to others in the industry.Always finish the projects you start.Remind yourself of all the good work you’ve done.Surround yourself with ‘yes’ people! James Cotton, Onespacemedia.com, @jamescotton
  • PITFALL 4 IsolationJames Cotton, Onespacemedia.com, @jamescotton
  • James Cotton, Onespacemedia.com, @jamescotton
  • AdviceGet out there.Join networking groups.Think about co-working or setting up an office.Stop writing that email and pick up the phone.Present your work in person. James Cotton, Onespacemedia.com, @jamescotton
  • PITFALL 5PerfectionJames Cotton, Onespacemedia.com, @jamescotton
  • James Cotton, Onespacemedia.com, @jamescotton
  • AdviceSet a brief. Stick to it.Think about your margins.Believe in your work.Don’t compare your work to others in the industry.Remember that no one will scrutinise like you will. James Cotton, Onespacemedia.com, @jamescotton
  • PITFALL 6Saying ‘yes’James Cotton, Onespacemedia.com, @jamescotton
  • James Cotton, Onespacemedia.com, @jamescotton
  • AdviceLook after your existing clients.Your active projects take priority.Understand your bandwidth.Tell them they have to wait. Is it really that urgent?Don’t be afraid of saying no. There will be more work. James Cotton, Onespacemedia.com, @jamescotton
  • PITFALL 7Under delivering James Cotton, Onespacemedia.com, @jamescotton
  • James Cotton, Onespacemedia.com, @jamescotton
  • AdviceUnder promise. Over deliver. It’s a win win.Don’t reveal all your ideas.Think your ideas through and up-sell them to your client.You’ll get more work and more referrals. James Cotton, Onespacemedia.com, @jamescotton
  • PITFALL 8Poor administration James Cotton, Onespacemedia.com, @jamescotton
  • To: Some clientFrom: Creative dudeSubject: re: where is our artwork?Thanks for your email. I’m currently on a surfing trip aroundthe world and expect to be back in Autumn 2014. On 29 Jun 2011, at 15:26, Some client wrote: Dear creative dude, Where are you? I’ve been trying to get hold of you. The magazine needs the artwork by 4pm today. If we don’t get it to them we will miss our slot and the whole campaign will be screwed. Call me. / Some client James Cotton, Onespacemedia.com, @jamescotton
  • AdviceShow professional courtesy at all times.Good project management is half the battle.Communicate.Do what you said you would (and more)!Automate administrative processes. James Cotton, Onespacemedia.com, @jamescotton
  • Thank you. James CottonOnespacemedia.com @jamescotton