000			03174 a2200157 4500
020			_a9780321844279
082			_a701.85 _bAIR
100			_aAirey, David _993949
245			_aWork for money, design for love : answers to the most frequently asked questions about starting and running a successful design business
260			_bNew Riders Publishing _c2013
300			_aix,279p.
505			_aContents Contents Introduction, ix I Where Do You Start?, 2 1 Essential Traits, 4 Be curious, 5 Show empathy, 7 Have confidence, 8 You're the manager, 9 Motivate yourself, 10 Professionalism, 11 Balance, 12 Don't blindly trust your experience, 13 Don't forget to..., 14 2 Never Stop Learning, 16 The never-ending lesson, 17 What design school didn't teach you, 19 Other ways to keep learning, 25 3 Find Your Niche, 28 What's a niche?, 29 Why specialize?, 32 Spread the risk, 34 4 Pros and Cons of Self-Employment, 36 II Who Do You Need to Be? 46 5 Work Direct or Be a Subcontractor? 48 Dealing directly with clients, 49 Subcontracting with agencies, 52 6 Planning for Success, 56 Truth, 59 Assertions, 60 Money, 62 Alternatives, 63 People, 66 7 Brand Naming, 68 Everything begins with a name, 71 8 Designing Your Brand Identity, 78 Your graphic identity, 79 Other parts of your identity, 85 9 Working from Home versus Renting Space, 88 Working from home, 89 Renting studio space, 94 Fit to work, 97 10 Launching Your Online Presence, 100 Your basic launch needs, 101 Hard-won lessons, 109 Treat your competitors as allies, 113 11 Marketing Yourself and Finding Good Clients, 116 Go pro bono, 119 Love the ones you're with, 122 Market for free online, 123 A little research, a lot of return, 124 It's who you know, 126 Reach out to other design agencies, 127 Zig when others zag, 128 Offer a real gift, 129 Think fast, 130 Do business where you shop, 132 When things go wrong..., 133 12 Why Bigger Business Isn't Always Better, 134 The personal touch, 137 You are what clients want, 138 13 Legalities, Integrity, and Morality, 142 Legalities, 145 Integrity, 148 Morality, 152 III How Do You Manage Projects?, 156 14 Choose Clients Wisely, 158 Red flags, 161 15 Handling the Client Approach, 172 The client questionnaire, 173 Avoid wasting time, 178 Start on the right foot, 180 16 Pricing Your Work, 182 Deciding your rate, 183 Breaking down the proposal, 186 It's not always about the money, 187 Enter Mr. Procurement, 188 How to negotiate up, 190 Raising rates with existing clients, 191 "You should be charging more," 192 17 Terms and Conditions, 196 What to include, 204 It's not unusual, 207 18 How to Best Present Your Work, 210 IV Before We Depart, 224 19 The Mentors Speak, 226 20 A Future Without Clients, 238 Online advertising, 241 Become an affiliate, 242 Ship your product, 243 Write a book, 245 Income as energy, 246 21 Keep the Fire Burning, 250 22 Resources, 266 Books, 267 Blogs, 268 Publishers, 268 Self-publishing, 269 Ad providers, 269 Project help, 269 Don't forget, 269 Contributors, 270 Index, 272
890			_aIndia
891			_aFD
942			_2ddc
999			_c71548 _d71548