Whether you hope to own your own company, grow your company, or rise high in the managerial ranks of a larger practice, you must have a tight grasp of business basics in order to succeed as an interior designer. Interior Design in Practice provides the vital business education an interior designer needs. It describes in detail how to plan and launch an interior design business, and how to grow that business towards success.
Through real-world case studies, you'll learn the essentials of building a design practice, including:
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Deciding how and when to use business planning, strategic planning, and financial planning to your benefit
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Techniques to build teams and motivate team members
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Ways to avoid costly mistakes
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Advice on branding and marketing your firm and yourself
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Methods to integrate new technology into your day-to-day practice, marketing, and networking
Coauthored by a former ASID national president and an experienced design writer and editor, Interior Design in Practice assists interior designers with practical, from-the-field advice, along with enlightening case studies throughout the book. Both budding entrepreneurs and seasoned design practitioners will find this comprehensive, real-world guide a welcome stepping-stone to success.
Table of Contents
Preface ix
Part I: Starting an Interior Design Business 1
Chapter 1: The Beginning 3
Why Do You Want to Have Your Own Business? 3
Will You Make the Cut? 4
Do You Have What It Takes? 5
The ABCs of Planning 6
Business Planning vs. Strategic Planning: Johnson Consulting Services 6
Thinking Ahead: Peterson-Arce Design Group 8
Thinking Strategically: Carson Guest Interior Design Services Inc. 9
Financial Planning 10
Sound Structure: Daroff Design Inc. + DDI Architects PC 11
Establishing Fees: Deciding What You AreWorth 13
Protecting Your Business: Insurance and Contracts 18
Preparing for Risk: Buying Insurance 18
Complete Contracts = Profitable Projects 20
Setting Up Shop 23
Location, Location, Location 23
Looking Back for Those Moving Forward 25
Advice in Hindsight: If I Were Starting a Firm Today 26
Chapter 2: Structure and Support 29
Building the Team 29
Finding Their Motivation: Rabaut Design Associates 31
Help Wanted: Finding Team Members 32
Getting Started: Studio 2030 33
Making the Cut 35
Tips for Avoiding Costly Hiring Mistakes 35
Going It Alone: Sole Practitioners 36
Flying Solo: Patterson House Design Group 36
In Process: Design Team Structure and Project Management 38
Process Makes Perfect: Soucie Horner Ltd. 39
Step-by-Step: Chute Gerdeman Retail 41
Come Together: Working with Collaborators and Consultants 43
LEEDing the Way: Ecoworks Studio 45
Supply and Demand: Vendors and Suppliers 46
Love the One You’re With: Bullock Associates Design Consultants Inc. 46
Love the One You’re With, Part Two: Renwall Interiors Limited 47
A Two-Way Street: Coopertech Signs & Graphics 48
Clients and Customers 50
Know Your Client 50
Constant Communication: Duffy Design Group 51
Keeping It Personal: Adesso Design Inc. 53
Decoding the Design Process: Steven Miller Design Studio 54
Building Long-Term Relationships: SJvD Design 55
Chapter 3: Communications and Technology for a Modern Practice 59
Who Are You? Creating the Brand 59
What Is a Brand? 60
A Decade of Design: JJ Falk Design LLC 63
Repositioning, Rebranding, Reinventing: Pall¨adeo 67
To Market, To Market: Marketing and Public Relations 71
Being a Professional: Networking and Professional Organizations 74
Integrating Technology 76
TheWired Practice 76
The Communications Business: Domus Design Group 78
Log On 81
Going Global, Going Mobile: Retail Clarity Consulting 81
Using the Web to Market Your Firm: Resolve Digital 83
Marketing through the Web: Merlino Design Partnership Inc. 85
Plugged In: Slifer Designs 87
Being a Professional: Ethics 91
Ethics in Business: The Designers Furniture Gallery 91
Being a Professional: Licensing and Certification 93
Part II: Sustaining and Growing Your Business 99
Chapter 4: Taking Your Business to the Next Level 101
Deciding When to Grow 101
Deciding How to Grow 102
On Her Own, but Not Alone: Mosaic Design Studio 103
Jumping Right In: Catlin Design Inc. 105
A Deeper Look at More Complicated Means of Growth 107
Deciding to Franchise 107
Picking a Franchise 108
Evaluating a Franchise Package: Questions to Ask 109
A Franchise in Practice: Designs of the Interior 109
Let’s Make a Dealership 111
Finding the Right Mix: Elements IV Interiors 111
Ownership Transition: Contract Office Group 114
Residential Roots: Barbara Goodman Designs 115
A + B = C: Mergers and Acquisitions 117
Buying In: Larry Wilson Design Associates 117
Preparing for an Acquisition 119
A Successful Future: Sustaining Growth 121
Suite Success: Cole Martinez Curtis and Associates 121
Riding the Tide: Mancini Duffy 123
Open to the Possibilities: Wilson Associates 125
Parting Shot: A Sixty-Second Guide to Managing Growth over the Long Haul 127
Chapter 5: Transitioning from Small to Midsize and Large Firms 129
Sprint to the Start: Diane Boyer Interiors 129
Getting It Down on Paper 131
Team in Training 134
Hire and Seek: Creative Business Interiors 134
Personnel Management Issues: Looking Outside for Internal Help 136
Creating Policies and Guidelines 137
Bringing in Benefits 139
Monitoring Growth and Progress 140
Success in Seattle: EHS Design 140
Added Responsibility: Sechrist Design Associates Inc. 142
Part III: The End Game 149
Chapter 6: Planning for the Future 151
Learning from Experience: KSA Interiors 151
Thinking Ahead 154
The Value of Planning 154
Next in Line: Succession Planning 159
An Action Plan for Succession 159
Setting Goals: Facilities Connection 161
Successful Succession: TRIO Design Group and David-Michael Design Inc. 167
Conclusion 171
Appendix A: ASID Sample Interior Design Services Agreements 173
Appendix B: ASID Code of Ethics and Professional Conduct 213
Notes 217
Bibliography 219
Index 223
Samples
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