1. Doing Business as a Designer:
Top Three Reader Questions
(Slide-u-mentary Version - made in google docs)
By Jae Xavier of KnowledgeCity.com
Blog: jaexavier.wordpress.com
Twitter: twitter.com/jaexavier

2. Question 1
1) Why do you preach having a “competitive advantage” for
a design business?
When all designers are offering the same prices, at the same
quality, with the same turn around time, in the same
market, a competitive advantage will set you apart so you
can differentiate and get more business.
I’m going to say this again… and again…
“There are a lot of “generalist” designers; they are a dime a
dozen, they are everywhere, and most of them are going
nowhere.”

3. Question 2
2) So I have picked my market, what’s next?
Drill down into smaller sub market.
Say for example you choose to do restaurants. However the
restaurant market is still a very big market on its own. Start
segmenting your market like so:
Restaurants
Coffee Shops
Franchises
Donut Shops
Hole-In-The-Wall
Pizza Shops
Restaurants with bars
Oriental Food
Mexican Food
Greek Food
Italian Food
Lebanese Food
Middle Eastern Food

4. Question 2 (con't)
The list can keep going but you get the idea.
After picking about one to two sub markets:
1. Scope out for any competitors in your markets
2. Find out how what are their services and pricing
3. Define your competitive advantage
4. Start working on your brand identity packages for your
company so you communicate very well (business cards,
website, company motto, etc.)
5. Sell, advertise, promote, pass out fliers, market, test-test-
test

5. Question 3
3) Why are you such a jerk, hardass, drill sargeant, etc?
From what I’m told by friends, co-workers, and family:
“You only seem like a jerk to lazy asses. Its no wonder I’m
still slim.” – Former girlfriend.
“Jae can be such a drill sergeant when procrastinating
excessively. Now I do better in school.” – My sister.
“The guy is sadistic; he gets joy out of the pain of others.
Run away from him before he talks your ear off.” – My best
friend.
“Jae’s on crack.” – My boss.
“He’s just like his father.” – My mum.
“He’s just like his grandfather.” – My dad.

6. Resources
Blog: Doing Business as a Designer: Article Index
Scribd: Doing Business as a Designer: Collection