Everything I Wish
I Knew ...

Daniel Schutzmith
Who Am I?
www.graphicdefine.org
www.choppingblock.com
School of
                                                                                                           VISUA...
Presentation Slides
& Worksheets:

http://how.graphicdefine.org
The Top 5
Things I Hear
Top 5 Things I Hear




5. Have a tough time
     finding new projects.
Top 5 Things I Hear




4. Estimating the cost
     of a project too
     high/low.
Top 5 Things I Hear




3. Not following a
     project process.
Top 5 Things I Hear




2. No signed contract
     and/or not sure how
     to make a proposal.
Top 5 Things I Hear




1. Not sure how to plan
     for the future.
5. Have a tough time
   finding new projects.
New Business
New Business


“I wish I'd had more
sales training before
starting my bus.”
- Stephanie Sharp
 Sharp Designs
New Business




   Put a Process
     in Place
New Business

1. Identify Prospects
New Business

1. Identify Prospects
2. Contact Prospects
New Business

1. Identify Prospects
2. Contact Prospects
3. Sales Meeting
New Business

1. Identify Prospects
2. Contact Prospects
3. Sales Meeting
4. Close the Sale
New Business

1. Identify Prospects
2. Contact Prospects
3. Sales Meeting
4. Close the Sale
5. Follow-up
New Business




    Sales = Fear
New Business




         WORKSHEET:
          Anti-Hard
         Sell Success
New Business


     Daylite

                Highrise




               Salesforce.com
New Business




Know Who Your
   Client Is
New Business
New Business




        WORKSHEET:
       Client Wish List
New Business




 New Projects
Are Everywhere
New Business
New Business




   Listen More
  Than You Talk
New Business
New Business




      Know Your
       Product
  ( Hint: It is NOT your style or
  your superior design skills )
New Business
New Business




 Friends Will Tell
  You the Truth
New Business
III. Getting   Clients




   Repeat Clients
       Are
    New Clients
Marketing
Marketing


     Good
   Marketing
   Means Less
  Need for Sales
Marketing




         WORKSHEET:
        Marketing Plan
Marketing




    Over the Top
      is Good
Marketing
Marketing
Marketing




            Have a
            Press Kit
Marketing




        WORKSHEET:
    Press Kit Ingredients
Marketing




 A Press Release
 Compliments a
 Project Launch
Marketing




             WORKSHEET:
            Press Release
               Advice
4. Estimating the cost
   of a project too
   high/low.
Scoping a
 Project
Scoping a Project


“Don't tell a client
‘yes’ when the
answer is really ‘no’.”
- Mike Buzzard, President
 Cuban Council
Scoping a Project




           Scope
Scoping a Project




              Time
Scoping a Project




              Cost
Scoping a Project




        WORKSHEET:
       Quality Triangle
Scoping a Project




          WORKSHEET:
           Project
            Scope
Scoping a Project




           WORKSHEET:
            Project
            Pricing
Scoping a Project




           WORKSHEET:
           Scheduling
Scoping a Project




             Microsoft Project
3. Not following a
   project process.
Project
Management
Project Management




“Plan, plan, plan!”
- Eric Breitbard, SVP
  Schematic
Project Management
Project Management




   Identify Your
     Process
Project Management




            4 D’s
Project Management


1. Discovery
Project Management


1. Discovery
2. Design
Project Management


1. Discovery
2. Design
3. Develop
Project Management


1. Discovery
2. Design
3. Develop
4. Deploy
Project Management


            Microsoft Project




       Studiometry
Managing
 Talent
Managing Talent




  Assign Tasks /
   Objectives
Managing Talent




       Check in
       Regularly
Managing Talent




      Let People
       Screw Up
Managing Talent




  Preach Time
  Management
Managing Talent




  Weekly Status
   Meetings
Managing
the Client
Managing the Client




  Assign Tasks /
   Objectives
Managing the Client




Keep Consistent
Communication
Managing the Client




One Channel of
Communication
Managing the Client




       Be Honest
Managing the Client




 Under Promise,
  Over Deliver
Standardize
 Everything
(its OK to be anal)
Standardize Everything




    Standardize
    File Structure
Standardize Everything
Standardize Everything




      WORKSHEET:
   Ways to Standardize
Standardize Everything




            Retain
            Ideas
Standardize Everything




          WORKSHEET:
           Idea Tools
2. No signed contract
   and/or not sure how
   to make a proposal.
Legal
Mumbo
Jumbo
Legal Mumbo Jumbo


“No matter how close a
friend or client may be,
never sway from your
business practices.”

- Kathryn
 ...
Legal Mumbo Jumbo




Don’t Be Scared
 of Contracts
Legal Mumbo Jumbo
Legal Mumbo Jumbo




   Rely on Your
   Legal Team
Legal Mumbo Jumbo
Legal Mumbo Jumbo




Get it in Writing
Legal Mumbo Jumbo
Legal Mumbo Jumbo




        Define
       Payment
       Logistics
Legal Mumbo Jumbo
Proposal
Ingredients
Legal Mumbo Jumbo


“The client is not an
idiot.”
- Jeffrey Zeldman, President
 Happy Cog Studios
Proposal Ingredients

Proposal Ingredients:
• Cover Page
• Contact Information
• Stake Holders
• Scope
• Objectives
Proposal Ingredients

Proposal Ingredients:
• Target Audience
• Deliverables
• Process
• Milestone Schedule
• Payment Sche...
Proposal Ingredients

Proposal Ingredients:
• Fees
• Strategy
• Company History
• Principal Bios
• Case Studies / Awards
Proposal Ingredients




           WORKSHEET:
          Ingredients of
            a Proposal
Proposal Ingredients




           WORKSHEET:
            Project
            Pricing
Tips for
Successful
Proposals
Tips for Successful Proposals




          Get a
        Copywriter
Tips for Successful Proposals




   Use Templates
Tips for Successful Proposals




    Be Organized
Tips for Successful Proposals




              Avoid
              Bullshit
Tips for Successful Proposals




           No Sales
            Lines
Tips for Successful Proposals




           No Spec
            Work
Tips for Successful Proposals




          Focus on
           Process
Tips for Successful Proposals




       Don’t Delay
1. Not sure how to plan
   for the future.
Working on
Your Business
Working on Your Business

“I wish I knew how
important it was to reach
out for help before I was
in over my head.”

- Flor...
Working on Your Business




       Rely on
     Professional
         Help
Working on Your Business




     Understand
     Your Books
Working on Your Business




       Create a
     Blueprint for
       Success
Working on Your Business




         WORKSHEET:
         Business Plan
Working on Your Business




         Invoice
        Regularly
Working on Your Business




         Keep a
        Playbook
V.Working on Your Business
  Planning for the Future



For every project, log
the total hours, players,
profit/loss, thin...
Working on Your Business
Working on Your Business




 Decide Where
You Want to Go
Working on Your Business



• write down where you
  want your business to go.
• plan for it in baby steps.
• visualize it...
Working on Your Business

“Everything's a work
in progress ... no
matter how well
you're doing.”
- Michael Lebowitz, CEO
 ...
Working on Your Business
There is no
such thing as
luck, the future
is what YOU
make it!
Presentation Slides
& Worksheets:

http://how.graphicdefine.org
BONUS:
 When Shit
Hits the Fan
When Shit Hits the Fan




     Stay Focued
When Shit Hits the Fan




    Remain Calm
When Shit Hits the Fan




    Don’t Act Too
      Quickly
When Shit Hits the Fan




          Rely on
         Your Staff
When Shit Hits the Fan




   Don’t Play the
   Blame Game
When Shit Hits the Fan


   Realize that
  Something Will
    Have to be
    Sacrificed
When Shit Hits the Fan




         Make a
        Calculated
         Decision
When Shit Hits the Fan




        Sometimes
       You Need to
      Fire the Client
When Shit Hits the Fan




   If It Smells Like
          Shit...
Presentation Slides
& Worksheets:

http://how.graphicdefine.org
Everything I Wish I Knew About Running a Design Studio
Everything I Wish I Knew About Running a Design Studio
Everything I Wish I Knew About Running a Design Studio
Everything I Wish I Knew About Running a Design Studio
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Everything I Wish I Knew About Running a Design Studio

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Presentation for the HOW 2007 conference in Atlanta, GA.

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Everything I Wish I Knew About Running a Design Studio

  1. 1. Everything I Wish I Knew ... Daniel Schutzmith
  2. 2. Who Am I?
  3. 3. www.graphicdefine.org
  4. 4. www.choppingblock.com
  5. 5. School of VISUAL ARTS 209 East 23 Street, New York, NY 10010-3994 Tel 212.XXX.XXXX Fax 212.XXX.XXXX www.schoolofvisualarts.edu
  6. 6. Presentation Slides & Worksheets: http://how.graphicdefine.org
  7. 7. The Top 5 Things I Hear
  8. 8. Top 5 Things I Hear 5. Have a tough time finding new projects.
  9. 9. Top 5 Things I Hear 4. Estimating the cost of a project too high/low.
  10. 10. Top 5 Things I Hear 3. Not following a project process.
  11. 11. Top 5 Things I Hear 2. No signed contract and/or not sure how to make a proposal.
  12. 12. Top 5 Things I Hear 1. Not sure how to plan for the future.
  13. 13. 5. Have a tough time finding new projects.
  14. 14. New Business
  15. 15. New Business “I wish I'd had more sales training before starting my bus.” - Stephanie Sharp Sharp Designs
  16. 16. New Business Put a Process in Place
  17. 17. New Business 1. Identify Prospects
  18. 18. New Business 1. Identify Prospects 2. Contact Prospects
  19. 19. New Business 1. Identify Prospects 2. Contact Prospects 3. Sales Meeting
  20. 20. New Business 1. Identify Prospects 2. Contact Prospects 3. Sales Meeting 4. Close the Sale
  21. 21. New Business 1. Identify Prospects 2. Contact Prospects 3. Sales Meeting 4. Close the Sale 5. Follow-up
  22. 22. New Business Sales = Fear
  23. 23. New Business WORKSHEET: Anti-Hard Sell Success
  24. 24. New Business Daylite Highrise Salesforce.com
  25. 25. New Business Know Who Your Client Is
  26. 26. New Business
  27. 27. New Business WORKSHEET: Client Wish List
  28. 28. New Business New Projects Are Everywhere
  29. 29. New Business
  30. 30. New Business Listen More Than You Talk
  31. 31. New Business
  32. 32. New Business Know Your Product ( Hint: It is NOT your style or your superior design skills )
  33. 33. New Business
  34. 34. New Business Friends Will Tell You the Truth
  35. 35. New Business
  36. 36. III. Getting Clients Repeat Clients Are New Clients
  37. 37. Marketing
  38. 38. Marketing Good Marketing Means Less Need for Sales
  39. 39. Marketing WORKSHEET: Marketing Plan
  40. 40. Marketing Over the Top is Good
  41. 41. Marketing
  42. 42. Marketing
  43. 43. Marketing Have a Press Kit
  44. 44. Marketing WORKSHEET: Press Kit Ingredients
  45. 45. Marketing A Press Release Compliments a Project Launch
  46. 46. Marketing WORKSHEET: Press Release Advice
  47. 47. 4. Estimating the cost of a project too high/low.
  48. 48. Scoping a Project
  49. 49. Scoping a Project “Don't tell a client ‘yes’ when the answer is really ‘no’.” - Mike Buzzard, President Cuban Council
  50. 50. Scoping a Project Scope
  51. 51. Scoping a Project Time
  52. 52. Scoping a Project Cost
  53. 53. Scoping a Project WORKSHEET: Quality Triangle
  54. 54. Scoping a Project WORKSHEET: Project Scope
  55. 55. Scoping a Project WORKSHEET: Project Pricing
  56. 56. Scoping a Project WORKSHEET: Scheduling
  57. 57. Scoping a Project Microsoft Project
  58. 58. 3. Not following a project process.
  59. 59. Project Management
  60. 60. Project Management “Plan, plan, plan!” - Eric Breitbard, SVP Schematic
  61. 61. Project Management
  62. 62. Project Management Identify Your Process
  63. 63. Project Management 4 D’s
  64. 64. Project Management 1. Discovery
  65. 65. Project Management 1. Discovery 2. Design
  66. 66. Project Management 1. Discovery 2. Design 3. Develop
  67. 67. Project Management 1. Discovery 2. Design 3. Develop 4. Deploy
  68. 68. Project Management Microsoft Project Studiometry
  69. 69. Managing Talent
  70. 70. Managing Talent Assign Tasks / Objectives
  71. 71. Managing Talent Check in Regularly
  72. 72. Managing Talent Let People Screw Up
  73. 73. Managing Talent Preach Time Management
  74. 74. Managing Talent Weekly Status Meetings
  75. 75. Managing the Client
  76. 76. Managing the Client Assign Tasks / Objectives
  77. 77. Managing the Client Keep Consistent Communication
  78. 78. Managing the Client One Channel of Communication
  79. 79. Managing the Client Be Honest
  80. 80. Managing the Client Under Promise, Over Deliver
  81. 81. Standardize Everything (its OK to be anal)
  82. 82. Standardize Everything Standardize File Structure
  83. 83. Standardize Everything
  84. 84. Standardize Everything WORKSHEET: Ways to Standardize
  85. 85. Standardize Everything Retain Ideas
  86. 86. Standardize Everything WORKSHEET: Idea Tools
  87. 87. 2. No signed contract and/or not sure how to make a proposal.
  88. 88. Legal Mumbo Jumbo
  89. 89. Legal Mumbo Jumbo “No matter how close a friend or client may be, never sway from your business practices.” - Kathryn Rural City Creative
  90. 90. Legal Mumbo Jumbo Don’t Be Scared of Contracts
  91. 91. Legal Mumbo Jumbo
  92. 92. Legal Mumbo Jumbo Rely on Your Legal Team
  93. 93. Legal Mumbo Jumbo
  94. 94. Legal Mumbo Jumbo Get it in Writing
  95. 95. Legal Mumbo Jumbo
  96. 96. Legal Mumbo Jumbo Define Payment Logistics
  97. 97. Legal Mumbo Jumbo
  98. 98. Proposal Ingredients
  99. 99. Legal Mumbo Jumbo “The client is not an idiot.” - Jeffrey Zeldman, President Happy Cog Studios
  100. 100. Proposal Ingredients Proposal Ingredients: • Cover Page • Contact Information • Stake Holders • Scope • Objectives
  101. 101. Proposal Ingredients Proposal Ingredients: • Target Audience • Deliverables • Process • Milestone Schedule • Payment Schedule
  102. 102. Proposal Ingredients Proposal Ingredients: • Fees • Strategy • Company History • Principal Bios • Case Studies / Awards
  103. 103. Proposal Ingredients WORKSHEET: Ingredients of a Proposal
  104. 104. Proposal Ingredients WORKSHEET: Project Pricing
  105. 105. Tips for Successful Proposals
  106. 106. Tips for Successful Proposals Get a Copywriter
  107. 107. Tips for Successful Proposals Use Templates
  108. 108. Tips for Successful Proposals Be Organized
  109. 109. Tips for Successful Proposals Avoid Bullshit
  110. 110. Tips for Successful Proposals No Sales Lines
  111. 111. Tips for Successful Proposals No Spec Work
  112. 112. Tips for Successful Proposals Focus on Process
  113. 113. Tips for Successful Proposals Don’t Delay
  114. 114. 1. Not sure how to plan for the future.
  115. 115. Working on Your Business
  116. 116. Working on Your Business “I wish I knew how important it was to reach out for help before I was in over my head.” - Florence Haridan Gathering
  117. 117. Working on Your Business Rely on Professional Help
  118. 118. Working on Your Business Understand Your Books
  119. 119. Working on Your Business Create a Blueprint for Success
  120. 120. Working on Your Business WORKSHEET: Business Plan
  121. 121. Working on Your Business Invoice Regularly
  122. 122. Working on Your Business Keep a Playbook
  123. 123. V.Working on Your Business Planning for the Future For every project, log the total hours, players, profit/loss, things learned, strengths, weaknesses, and so on.
  124. 124. Working on Your Business
  125. 125. Working on Your Business Decide Where You Want to Go
  126. 126. Working on Your Business • write down where you want your business to go. • plan for it in baby steps. • visualize it happening.
  127. 127. Working on Your Business “Everything's a work in progress ... no matter how well you're doing.” - Michael Lebowitz, CEO Big Spaceship
  128. 128. Working on Your Business
  129. 129. There is no such thing as luck, the future is what YOU make it!
  130. 130. Presentation Slides & Worksheets: http://how.graphicdefine.org
  131. 131. BONUS: When Shit Hits the Fan
  132. 132. When Shit Hits the Fan Stay Focued
  133. 133. When Shit Hits the Fan Remain Calm
  134. 134. When Shit Hits the Fan Don’t Act Too Quickly
  135. 135. When Shit Hits the Fan Rely on Your Staff
  136. 136. When Shit Hits the Fan Don’t Play the Blame Game
  137. 137. When Shit Hits the Fan Realize that Something Will Have to be Sacrificed
  138. 138. When Shit Hits the Fan Make a Calculated Decision
  139. 139. When Shit Hits the Fan Sometimes You Need to Fire the Client
  140. 140. When Shit Hits the Fan If It Smells Like Shit...
  141. 141. Presentation Slides & Worksheets: http://how.graphicdefine.org

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