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1My Top 10 Design Business FailuresDavid Sherwin, frog@changeorder / davidsherwin.com06.24.13PROPOSALRESEARCHBRIEFRESEARCH...
2D’oh.PROPOSALRESEARCHBRIEFRESEARCHREPORTSITEMAPCONTENTINVENTORYCONTENTSTRATEGYCONTENTCREATIONMOODBOARDSUI DESIGNCONCEPTST...
3Double d’oh.PROPOSALRESEARCHBRIEFRESEARCHREPORTSITEMAPCONTENTINVENTORYCONTENTSTRATEGYCONTENTCREATIONMOODBOARDSIDESIGNONCE...
4Talked to a lotof designers,businesspeople& frogs…INTERVIEWS:DERIN BASDENSTEVE BATYDAVID CONRADABBY GODEEERICA GOLDSMITHJ...
5My Top 10 Design Business Failures / David SherwinClientServiceAccountingEstimatingStudioCapabilitiesBusinessDevelopmentS...
6Realizedall of us hadthe samebusinessfailures.
7My Top 10 Design Business Failures / David Sherwin1	2	3	4	5	6	7	8	9	10	 No quality control
8My Top 10 Design Business Failures / David SherwinMisteakes happen.
9My Top 10 Design Business Failures / David SherwinWe fail in managing clientswhen errors slip through,and we can’t descri...
101. Determine your rolein the error’s genesis.a{	 text-decoration: none;}a:link { color: #FFFFFFUCa:visited { color: #3c4...
11My Top 10 Design Business Failures / David Sherwin2. Gauge the impact ofthe error to your clientand to your project team...
12My Top 10 Design Business Failures / David Sherwin3. Write a plan describinghow the error willbe mitigated.Dearest clien...
134. Share your plan withthe client, ensuring thatconversation aroundthe error is constructive.“DON’T JUST THROWYOURSELF U...
14My Top 10 Design Business Failures / David Sherwin5. Execute on the planas swiftly as you can—without introducingmore er...
156. Record the error ina public manner that’llhelp you assess future riskand educate your peers.RIPWRONGPHONENUMBER2009RI...
161	2	3	4	5	6	7	8	 Working without a deposit9	 Working without a contract10
17“Accounts payable is getting yourinformation into our system…Can’t we just start work?”
18“Accounts payable is getting yourinformation into our system…Can’t we just start work?”
19UNTIL THECONTRACTIS SIGNED ANDWE HAVE ADEPOSIT“Accounts payable is getting yourinformation into our system…Can’t we just...
20“The trick is to turn down work butto have the client remember you asa positive person that they want towork with in the...
21“The trick is to turn down work butto have the client remember you asa positive person that they want towork with in the...
221	2	3	4	5	6	7	 Taking on spec work8	9	10
23DAMMITIT’S YET ANOTHERPERSON THAT’S TELLING MENEVER EVER TO DO SPEC WORKSO THEY CAN WIN THE PROJECTSI WANT TO BE WORKING...
24123456789101112131415161718192021222324252627282930313233If you do spec work, you’regambling away future profit.
2550%bid/win ratio™
26Spec work will distract you from paid work,and reduce the value of every designer’seffort. Even if you are an in-house g...
27Make smarter bets. Mature your businessfrom dealing in spec work:1. Network yourself to clients that alignwith your valu...
281	2	3	4	5	6	 No client approval on milestones7	8	9	10
29Did you leave wiggle room?
30Did you leave wiggle room?• Write narrow estimates and briefs.• Be specific about quantities.• Craft a process for revie...
31Shape deliverables foryour audience.Creating an executive presentationfor the CEO can be a differentdeliverable than wha...
32Make your deliverablesself-contained.Keep asking, “If I’m not hereto defend the work, will itstill make sense to another...
33Always point backto the strategy.Clearly express how thedeliverables map back tothe stated client and userneeds, brief, ...
34My Top 10 Design Business Failures / David Sherwin1	2	3	4	5	 Improper estimating6	7	8	9	10
35My Top 10 Design Business Failures / David SherwinEstimating Process:1. Project the number of hoursthe project will requ...
36My Top 10 Design Business Failures / David SherwinEstimates need breathing room.All project estimates should include pad...
37My Top 10 Design Business Failures / David SherwinRun numbers by teammates.The surest way to piss off a designer ordevel...
38My Top 10 Design Business Failures / David SherwinInclude a project markup.This is usually between 10–20% of the total e...
39My Top 10 Design Business Failures / David SherwinUse actuals as a reference point.If you’re bidding a project that is s...
40My Top 10 Design Business Failures / David SherwinPrice vendors with theappropriate markup.Depending on how much time yo...
41My Top 10 Design Business Failures / David SherwinBe paid for managing vendors.Fully consider costs that you will incur,...
42My Top 10 Design Business Failures / David SherwinKnow the value of a discount.Clients will ask for discounts. The conve...
43My Top 10 Design Business Failures / David SherwinWhen should I give a discount?Rarely, and only once with any client as...
44My Top 10 Design Business Failures / David SherwinThey want it for less?Then deliver less.If the client keeps trying for...
45My Top 10 Design Business Failures / David Sherwin1	2	3	4	 No cashflow5	6	7	8	9	10
46My Top 10 Design Business Failures / David SherwinDo you have enough money in the bank?You need at least 3 monthsof inco...
47My Top 10 Design Business Failures / David SherwinClient Name Projected RevenueNew Project for MegaCo $2,000Updates to l...
48My Top 10 Design Business Failures / David SherwinDo you keep a backlog of work?Try to maintain a3 to 4 week backlog.Thi...
49My Top 10 Design Business Failures / David SherwinDo you extend credit too far?Client Name 0–30 Days 31–60 Days 61–90 Da...
50My Top 10 Design Business Failures / David SherwinDear MegaCo,For your records, below you will find a current account st...
51My Top 10 Design Business Failures / David SherwinDo you depend on just one client?No single client shouldaccount for mo...
52My Top 10 Design Business Failures / David Sherwin1	2	3	 Inaccurate rates4	5	6	7	8	9	10
53My Top 10 Design Business Failures / David Sherwin		 52 WEEKS PER YEAR	 –	 2 WEEKS SICK-LEAVE	 –	 5 WEEKS OF HOLIDAY (!)...
54My Top 10 Design Business Failures / David SherwinYOU CAN’T BILL100% OF YOUR TIME!Do you know your real billing rate?80%...
55My Top 10 Design Business Failures / David SherwinLabor costFixed overheadDebtTaxes	 $50,000 	 PER YEAR+	 $14,400 	 ($1,...
56My Top 10 Design Business Failures / David SherwinLabor costFixed overheadDebtTaxesContingency	 $50,000 	 PER YEAR+	 $14...
57My Top 10 Design Business Failures / David SherwinYr biz says:Creative Direction	 $200/hrUser Experience	 	 $120/hrVisua...
58My Top 10 Design Business Failures / David SherwinWhat are your current capabilities?Write all the tasks you can fulfill...
59My Top 10 Design Business Failures / David Sherwin1	2	 Not trusting your gut3	4	5	6	7	8	9	10
60My Top 10 Design Business Failures / David Sherwin1	 Faking it2	3	4	5	6	7	8	9	10
61My Top 10 Design Business Failures / David SherwinNow, for something completely different…PROPOSALRESEARCHBRIEFRESEARCHR...
62My Top 10 Design Business Failures / David SherwinMy Top 10 Design Business SuccessesDavid Sherwin, frog@changeorder / d...
63My Top 10 Design Business Failures / David Sherwin1	 Learning from failure + success	2	3	4	5	6	7	8	9	10
64My Top 10 Design Business Failures / David Sherwin“live yourlife as anexperiment.”—Chögyam Trungpa Rinpoche
65My Top 10 Design Business Failures / David SherwinMy formula for business experimentationHYPOTHESISIf I take an action f...
66My Top 10 Design Business Failures / David SherwinWORKING WITH CUSTOMERSCLIENT SERVICEBUSINESS DEVELOPMENTPROPOSALSCONTR...
67David Sherwindavid@changeorderblog.com@changeorderMore about Success by Design:davidsherwin.com/successamzn.to/successby...
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49My Top 10 Design Business My Top 10 Design Business Failures

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49My Top 10 Design Business Failures / David SherwinDo you extend credit too far?Client Name 0–30 Days 31–60 Days 61–90 Days Over 90 DaysMegaCo $100 $500 $1,000LittleCo, LLC $50 $50Mom-n-Pop $25 $25 $500Total $175 $575 $1,000 $500Why aren’t you asking for payment up front?Withholding credit if the client has major invoices past due?Providing a discount if the client pays within 30 days?

Publicada em: Design, Negócios, Tecnologia
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  • Great presentation, can you send me a copy?
    Henor08@hotmail.com
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  • how great it is. May I have this copy: terrisara@gmail.com
    It is super useful for my daily work. thanks a lot.
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  • Congratulations ! Great presentation, could you send me a copy? alfvelasco@gmail.com Many thanks
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  • Great presentation, could you send me a copy? jimmylee.personal@gmail.com

    Many thanks
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