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Introduction
Running a business
Starting a design business
Getting work
Dealing with clients
Meeting clients
What to say to a client
Handling client requests
Selling a website to a client
Selling print design work
Selling a logo to a client
What do I charge the client?
How do I charge the client?
Meet the designers
Web designers’ business survey
Web designers’ hardware
Web designers’ software
Diversifying and Specialising
How to work from home
My story
And finally...
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Copyright noticeThis document is the copyright of Rob Cubbon. You may make copies of materials published which are of interest to you for your own personal use and you may also provide occasional copies to others for information purposes only provided that you do so free of charge and the copies do not comprise substantial parts of the document. When you do make copies for yourself or others, the content of the published material and the copyright notices must remain intact, your communication of the content must not be misleading or inaccurate and a copy of this notice must accompany any copies of the materials which you provide to others.
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IntroductionThank you for downloading this e-book. A lot of thought and effort has gone into this product and I hope its contents will help you. This will explain the basics behind setting up and running a web design business.
I’m not going to teach you how to design – one of the secrets of running a design business is that you’ll spend less than half your time designing! – but I will explain all the necessarily starting steps, processes, software, hardware and systems you’ll need as well as explaining how to avoid some of the pitfalls.
I’m Rob Cubbon. I’ve been running a successful design business for over five years. Prior to that I did very menial typesetting roles. I really can’t stress how terrible my professional life was before I started my own design company. The success of my company in these uncertain times is probably more down to good business sense than any great ability in design.
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Business model
Providing quality design and marketing solutions for clients and forging mutually beneficial long-term business relationships is a sound long-term business model.
Please be aware this book is about how to run a successful graphic design business that makes money. Making money and providing an excellent service are the important points here. The design business should satisfy the clients not the business owner.
For the last few years I’ve been keeping a blog which has documented the growth of my business. The business is growing year on year and I’m excited about the future.
This may be a difficult time economically but working from home on your own design and marketing business is a viable option and a great way of earning a living.
You’ll notice that I describe my company as a “design and marketing business” that’s because I’ve learned that its a good thing to expand. I’ll explain that later.
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The design business
The design business worldwide, as you know, is huge and growing, and there are millions of independent or freelance designers earning a living. I have contacted many of the best ones whilst writing this book as there are many different opinions on what makes a successful business and many designers disagree on certain points (for example about contracts and whether to diversify or specialise).
I hope by canvasing a range of opinions along with my own experience I can give you the necessary advice about how to embark and prosper in this exciting industry.
Would you like to run your own business or have you started already? Do you want to know how to get started or how to improve your business?
I hope so because one thing’s for sure: you can be successful.
Will you have to work hard? Yes, but everyone works hard. Think about those billions of people who work in factories, shops, call centers, etc., they work pretty hard and getting little satisfaction from their jobs. However, someone who runs their own business is always satisfied with their work.
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So, hard work is relative. We’ve all heard the statistic that 50% of all new businesses fail within their first year. I was building up my business whilst freelancing through agencies for 2 years. If the business failed I could have easily gone back to freelancing.
What you need is a solid plan to make sure you’re not one of the many businesses that is bound to fail.
I want to take you on a journey so you can see how to run a business without working all the hours God sends and gaining the financial freedom you deserve. I wish you much happiness and success with your own web design business.
Affiliate links
I should point out that during the course of this book I recommend a few of my affiliated products and services. If you decide to purchase any of these through the link in this book I may receive a commission on the sale. However, I do stress that you should exercise caution before spending any money and attempt, at first, to run your web design business with the kit you already have.
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Web designer’s hardwareHardware-wise, our designers came from both Mac and PC denominations of computer worship with the majority being Apple fans.
Macs
Designers have to regularly update both their hardware and software so the answers I got depended on where the designers were in their update cycle. For example, I had been struggling along with an old 21” white iMac with a 2.16 GHz processor, 2GB RAM and a 250GB hard disc. And I’ve recently purchased a 27” iMac with a 3.2 GHz, 4GB RAM and a 1TB hard disc (RAM subsequently maxed out to 16GB) – and I’m loving the extra speed and power.
For example, here is Steven Tiano‘s set-up: “I currently work on a 24-inch iMac with a second 23-inch Apple Cinema Display. The iMac is a 2.93 GHz Intl Core 2 Duo machine with 4GB of RAM and a 640 GB hard drive.”
Having multiple screens or machines is quite popular. For example, Jon Phillips uses
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a 13inch Mac Book Pro (2.4GHz Intel Core 2 Duo with 4GB of RAM) and with an external Samsung monitor. David Airey has a 27” iMac and a 15” MacBook Pro.
Many Mac people have PC laptops and vice versa!
PCs
The designers who have PCs really know how to get the most out of them. Take Andrew Kier for example, who has a 2.6GHz Quad Core CPU with 12GB of RAM. This beast is security cabled to his desk. Another set up belongs to Carmia Cronje who has an Intel Celeron CPU 2.6GHz Dual-core with 2GB RAM and a Samsung 17” TFT LCD monitor.
Lucas Tetrault, however, built his own PC running Windows 7 Ultimate 64 bit with an Intel i7 processor, 6GB of DDR3 RAM, Nvidia GTX Video Card and a 1TB hard drive.
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Mice/Mouses
Many designers, including myself, use the Mac Magic Mouse. However, tablets are popular, for example the Wacom Bamboo tablet range. Also, Logitech mice and Microsoft Arc Mouse were mentioned.
Phones & Tablets
Many designers listed smart phones, iPhones and iPads as part of their hardware arsenal as they dip their toes into app development. Xcode is being used to develop Mac apps.
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Web designer’s software
Adobe Creative Suite & graphics programs
No surprise which was the common suite of programs that designers used! Adobe’s Creative Suite was being used by all of our designers in some incarnation, the most popular being the Design Premium CS5. But Quark, CorelDRAW X5 and Sketchbook Pro 2 were also mentioned.
Photoshop was the most popular graphics/image editor although some web designers much preferred Fireworks. One of our designers used Pixelmator a Mac image editor that’s much cheaper than Photoshop. Another alternative is GraphicConverter. Downsize is a utility that can batch resize images in bulk.
Other applications
Some of us splash out on the MS Office so as to read and create Word, Excel and Powerpoint documents. Whereas some of us make do with the open source OpenOffice.
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Free text editors used were Notepad for PCs and TextEdit on the Mac. However, some designers preferred the following premium text editors: Textmate and Coda.
For font management Suitcase Fusion was the most popular.
And FTP-wise, the favorite open source solution was Filezilla, with many preferring to pay for either Fetch or Transmit.
Back-up
Many of our Mac users utilised Time Machine with some sort of external disc drive (usually 500GB or 1TB). For those of you that aren’t familiar with this utility it automatically saves up-to-date copies of everything on your Mac. Plus, if you ever delete or save over a file you can’t retrive, you can easily “go back in time” to recover it using one of the most exciting interfaces I’ve ever seen!
One of our designers had a Time Capsule which is an automatic wireless backup for your file. Available in 1TB and 2TB models.
• Dropbox Dropbox allows you to sync your files online and across your computers automatically. Ideal for cloud living!
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• Mozy Founded in 2005, Mozy is “the world’s most trusted online backup service with more than 1 million customers backing up 70 petabytes of information to multiple data centres around the globe”.
• Backblaze Only $5 a month per computer for unlimited storage.• CrashPlan provides online data backup, with free unlimited online storage for
personal use, and remote backup and disaster recovery services for businesses.
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Diversifying and SpecialisingThe online landscape is constantly changing and clients need a helping hand to negotiate their way. Web designers are incredibly lucky to have so many allied skills and services branching out from the core discipline.
People who want websites will probably also want SEO services. Businesses who are having promotional materials printed will want copy checking, writing and editing services. And if you are at all interested in marketing, then there is social media to negotiate.
Here are some new ways where you can make more money whilst whilst you deliver core web design services.
Text editing / Copy checking
Design clients are often busy people. They know what they want to say but they sometimes don’t have the time to say it properly. Very often text supplied by the client can be modified quickly and easily.
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This is a service you can provide to any client quite cheaply. An extra pair of eyes can check for spelling and punctuation errors as well as keep a provide a consistent tone to the text. I have found clients to be very happy to pay a little extra for this service.
Writing
Sometimes the customers I work with can’t afford to get their text written by a professional copywriter. When I see they are struggling with poorly worded copy I will offer my copywriting services.
If you spend everyday writing you get better at it and I’m a much better writer than I was even 2 years ago. So, write, and keep writing! You will develop skills that your clients will be only too happy to pay for. Another reason to keep writing is to keep adding quality information to your blog which will ultimately help you get clients.
SEO
When designing and developing a website for a client, it’s usually sensible to think about SEO right from the get-go.
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As always, you’ll need to understand your client’s market and products properly and research what keywords will work best for them and build this into their optimised website. I offer this as part of my basic website package.
Once you know what keywords your client needs to target and which pages are optimised for which subject, you use this information to offer your client an effective link building campaign.
If you would like to outsource link building there are some great low cost companies that will do this for you. Try oDesk and search for link-builders and SEO specialists. You can also find some great deals at Warrior Forum classifieds, BackLinkForum and Fiverr.
Whether you are choosing someone on oDesk or a service on a forum it is essential that you read carefully all the reviews on these sites and only choose those with positive recent comments.
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Social media
You can offer your clients some useful packages with social media increasing in importance seemingly everyday. If your client is setting up a new website you could easily offer a social media package that could include:
• Setting up a Twitter profile with background image and colors in keeping with the client’s identity
• Automating some features of the Twitter feed using services like SocialOomph and Dlvr.it
• Creating a Facebook landing page that prompts people to “Like”, sign up to a newsletter or has a jQuery image slider
• Automating your client’s Facebook wall to display their blog posts as soon as they are published by using Networked Blogs or RSS Grafitti apps
• Starting a YouTube channel with color and background image in keeping with their website
Use productivity techniques like syncing social media on your clients and they will love you for it!
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Offer different types of web service
People are looking beyond the traditional blog being the hub of their online presence. iPhone and Android apps are a huge growth area you can move into. In addition, there are plenty of other website types you can specialise in:
• e-Commerce sites – Although there are some solid WordPress plug-ins you can use for e-Commerce sites, a large shopping cart would probably be better handled by a dedicated shopping CMS like Magento
• Membership sites – Offer your clients the ability to build a membership site with WordPress and WishList Member
• Multi-lingual sites – Give you clients the option of adding a multi-lingual WordPress site with WPML
• Social sites – You can even offer clients their own social network with Buddy Press
• Forums – Forums can be a lot of work to get going but are fantastically easy to set up with phpBB, BBpress, or vBulletin
In addition to offering different types of website you can offer complete domain registration, web hosting and email hosting packages.
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• Domain registration – this is a service you can offer your client that will actually save you time. I have sometimes found it very difficult to get a client to change the name servers on a domain. By taking charge of the domain registration using a company like Namecheap you have control over everything
• Web hosting – when you host the client’s website on your own server it is easier to maintain and you can receive almost passive income for hosting and maintenance
• Email hosting – use Google Apps for Business to host your client’s email• Email marketing – offer email marketing and list building services by using
MailChimp and Aweber
There are a host of other internet services you can offer your client within the basic design and development package. Also, you will learn how to provide some of these services by being asked to do them for the first time by a client. As your knowledge and ability increases the more you can offer to clients. This is huge!
Offer packages
Your client sometimes doesn’t want you to do one little task in their big project. There are enormous economies of scale and consistency benefits to be had if one
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company handles as many things as possible. Be that company! Offer your client complete packages so they receive a portfolio of services at a reasonable price.
Print design
Of course, many web designers offer print design and other design services. I often find myself doing business cards, flyers, brochures, and lots of on-screen PDFs.
Specialisation
This may sound like a contradiction – you must diversify and specialise. But it isn’t.
When a web designer first starts out as a freelancer or when a new graphic design company has just set up, the temptation is to take any work that is offered. This is only natural.
However, many web designers find that afterwards, as well as diversifying, they will also specialize and be drawn to an area that they enjoy.
I asked the designers also contributed to my web designer business survey about this and here’s what they say:
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If I asked you to think of a designer that does logos and brand identity you may well think of David Airey. David urges caution at first:
“I think when you’re learning, it’s important not to limit yourself to a niche. The more you know about design in general, the better equipped you are when it comes to specialising.”
Knowing more about design and the experience of designing helps you to choose your speciality but, as Karen McDade points out, experience teaches you to choose your clients carefully as well:
“When I started freelancing a few years ago I took any work that came my way in an effort to build my business. After a while I had a lot of clients but, because I wasn’t selective, some of them were less than desirable. I ended up working long hours for all these clients who wouldn’t pay me on time (or at all). I was quite naïve and trusted in their word that they would eventually pay up. It came to ahead one night when, at about 3am, I realised I was working way too hard for the level of income I was actually bringing in.”
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Having streamlined her clients, Karen now provides a better service and her portfolio has improved as a result. I have alluded in this e-book to the importance of keeping good clients and letting the low quality, late paying clients go.
How do you choose the area of design to specialize in? Most designers say that this happens naturally as you are drawn to a particular area as it is particularly interesting or enjoyable for you. Chris Spooner says:
“I think it’s important to find a specialism, but it’s up to the designer to figure out how wide or narrow their specialism will be. For instance some designers might only offer design services in a very specific niche, which can establish them as the go-to expert in that field, whereas other designers might offer a wider range of services under the umbrella of a particular aspect of design, which obviously increases their potential client base. It all boils down to the designer’s interests and what kind of work they enjoy creating.”
I think Chris is absolutely right here. Seek out what you enjoy doing.
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What do you specialize in? An example of a particular niche would be WordPress websites and themes. Mike Smith explains this:
“I was someone who did a bit of everything when starting out. Ad Banners, CD covers, Flyers, Website headers (yes, just the headers lol), etc. I stumbled on WordPress and started building sites for myself and just learned the ins and outs of it so much that it only seemed right to offer WordPress themes as a service. Once that took off and started doing well, I started doing less and less of the other stuff. Nowadays I spend 90% of my days working with WordPress: Designing themes, coding my own themes, PSD to WP for other people, etc. I like specializing because it gives me the ability to focus on one thing and do it really well – people like that ”
Your speciality can be any aspect of design: logos, brand identity, WordPress themes, WordPress and SEO, print collateral, anything!
However, designers tend to specialize in one aspect of design. Not in any particular industry. None of the designers who I spoke to specialized in a specific niche
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industry like education, retail or pharmaceuticals, for example. This may have happened with larger design companies in the recent past but not, it seems, with smaller design companies and independent designers now.
So, you’ve specialized in your favorite aspect of design, what next? This isn’t the end of the story.
For instance, Adii Rockstar (I’m not sure if that’s his real name), specialized in creating WordPress themes and then hooked up with a couple of other guys and created WooThemes – a hugely successful theme company that have sold over 80,000 themes. Both Chris Pearson, the creator of the Thesis Theme and Brian Gardner, the creator of the Genesis Theme, have taken design to the next level by creating scalable businesses.
Here, Douglas Bonneville describes how he was able to turn his “active” design skills into “passive income”:
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“I really started to think about a product, and how I could step back from the crowd and say, ‘how can I help graphic designers and not so much clients anymore?’ I focused on treating myself as a client, producing my eBook and a few apps focused on typography. Things have gone extremely well since then, and I’d never go back!”
So, it is also possible to find a speciality that is beyond the client work and focusses on selling products.
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How to work from homeRunning a design business from home isn’t as simple or as easy as it sounds. Here are some bits of advice to help you.
Exercise
Dog-owners walk their dogs everyday and yet you never hear of people who take themselves out for a walk. If it’s good enough for our pets, it’s good enough for us!
So, my first advice to home workers is to … get out of your home! Spend 30-60 minutes of the day exercising. You should at least enjoy the benefits of this amazing lifestyle revolution as there will be days where the benefits won’t be so apparent.
Sir Richard Branson (the British entrepreneur, best known for his Virgin Group of over 400 companies) always says that the single most important trick to increasing productivity is exercise.
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Getting work
Maybe the most important thing about working from home is to make money. Of course, we can all dream of earning a passive income (like The 4-Hour Workweek by Tim Ferriss) but this takes time to set up and in the meantime you need to pay the bills.
I would always advocate having a certain amount of income already planned before you give up your 9-5. You can always take your personal work to your job with you and work on it during downtime!
The best work comes from personal relationships. The closer these relationships are the better the work. Let me explain. If a top executive at a top company knows you and recommends you to work for a colleague it will be 100 times better and more profitable work than if you get a job from a 3rd party site such as Elance or PeoplePerHour (but use these sites to outsource your work – see later on).
So focus on your business relationships. Good clients will get you more good clients. Avoid bad clients like the plague.
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How do you get good clients like the top executive at a top company? As I’ve said before, it’s much better to write about what you do in your blog and get good clients to contact you rather than to look for them.
Self-discipline
This is a difficult one because everybody’s different.
Personally, I don’t have an alarm clock – I can usually rely on myself to wake up and start working before 9.30am but I know that is too lax for some people. I know one person who needs to wake up at a certain time and dress into their suit in order to “go” to work at home.
That may be important for them but for me it is more important to avoid distractions at certain periods of the day to concentrate on the most taxing jobs. These are key client tasks (designing, coding or preparing a document for a client) or other work that takes a similar amount of brain power (writing blog posts and newsletters). Similarly, there are times in the day when I’m less able to concentrate, at these times I do less demanding work such as social media, invoicing, accounting and certain email tasks.
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So if I had a normal day – which I never do – it would go something like this:
9.00am – 9.30am Tea. Check Analytics, Twitter, email, resolve what to do in the morning
9.30am – 11.30am
This is the most productive part of the day and therefore distractions must be kept to a minimum whilst the most taxing work is completed. Whether or not the task or tasks are completed they will not actually be sent off to the client (or, in the case of a blog post, published) at this stage.
11.30am – 12.00pm Tea. Check email, Twitter, answer blog comments.
12.00pm – 1.00pm Exercise
1.00pm – 2.00pm Lunch, check Analytics, Twitter, email, resolve what to do in the afternoon
2.00pm – 4.00pm
This is the second most productive time of the day after the lethargy from the lunch has subsided. If important client work has been completed, I’ll send it off to the client after a review with an appropriately worded email and continue with any other taxing work that needs doing.
4.00pm – 5.00pm Tea. Check email, Twitter, forum, LinkedIn conversations.
5.00pm – 6.00pm This will either be taxing work or sending off work to client that was completed earlier in the afternoon after a review.
6.00pm – 8.30pm Sometimes quick run to the shops to purchase groceries or preparation and eating of dinner and watching TV.
8.30pm – 10.00pm After dinner lethargy has subsided this is another productive time of the day where I can do taxing work if I have to.
So, you can see, I have identified and isolated times in the day where I’m at my most productive.
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However, I do stray from my self-imposed rules. Another thing I do is to flit between two client jobs. No book on productivity would ever recommend that but it works for me!
Family life
I hardly need to say that the family is the most important thing and the reason why you are doing all this. For this reason it is always necessary to have slack and time in your routine for family time both planned and emergency!
Increased quality time with your loved ones will, like exercise, increase your productivity.
Charging
I’m not a fan of charging clients per hour. But in order to get an hourly rate, calculate what you need to make if you were only working for 4 hours a day. In order words, make sure that you charge at least two times more than would like to earn if you’d had a traditional job.
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Outsource
“Focus on what you do best and outsource the rest”. Why spend hours on a fiddly bit of JavaScript, PHP or CSS, when someone can do it for you for a few dollars? I have had incredibly good experiences offshoring some technical work to Asia. Use Elance, oDesk and crowdSPRING. Easy to set up an account and set maximums to ensure you never pay more than a few dollars.
Conclusion
I believe that working from home and pursuing a “DIY Career” in design provides an incredible opportunity to improve your health, carbon footprint, quality of life and can have a positive effect on the world! After a period of travelling to work and being told what to do I have found staying at home and pursuing my own dreams incredibly empowering.
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My storyAt school, in order to get me to work hard, us under-achievers were told “if you are successful at school; you will be successful in life”. I consoled myself by thinking that I would be a successful rock star and prove them all wrong.
I soldiered on into the lower end of higher education establishments and eventually found employment working on picture desks of newspapers and magazines.
My dreams of becoming a rock star eventually faded away as my group split and I was left to ponder my future as a wage slave commuting to work on the train with everybody else. Hardly rock and roll!
Eventually, after a few stints teaching English abroad, I became a freelance artworker and gained a basic understanding of Photoshop and QuarkXpress.
I had been an under-achiever at school and it was looking the opposite of the prediction “if you are successful at school; you will be successful in life” was coming true!
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Everything changes
So, I was heading towards a dead end. I sometimes wonder what would have happened to me if I’d carried on in this direction.
I can’t say exactly what happened to turn things around but something did. It started with a passing interest in Neuro-Linguistic Programming but then I began reading books about psychology, meditation, Buddhism and other Eastern philosophies.
I stopped seeing myself as an individual who was tossed and turned by the events of life and began feeling at one with the universe and more responsible for my thoughts. I started to make sure that the thought processes within my brain would result in positivity rather than negativity.
A number of other changes happened to me around this time – I woke up one morning and gave up smoking “cold turkey” without any side effects. I started to exercise more. I further indulged my creative hobbies of photography and music.
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Frustration remained
At this point I could earn about $30,000 - $45,000 a year from freelance artworking and designing in London (these were still economically stable times!)
But I was frustrated by working in the design agency environment – the client’s wishes were filtered down by the chinese whispers in the line of command and there was a lack of creativity.
I had always wondered what it would be like to run my own design company.
Company director
But did I have the courage and ability to do it? There were a number of questions weighing heavily on my mind:
• Could I leave the relative security of the in-house freelance design work I was doing? The storm clouds of the current financial crisis were gathering.
• Did I have the self-discipline to be able to work from home on my own? Would I spend all day watching Oprah?
• Did I have the ability do run my own business? The phrase “if you are successful
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at school; you will be successful in life” was chipping away at my confidence.• Did I have the talent to design? I had never been to design school and I was
totally self-taught.• Could I handle clients? I didn’t have much experience of this.
I’d also had a very stupid prejudice, thinking that in order to run my own business I’d have to be selfish and mean. I know now that it is perfectly possible to be a successful business owner whilst keeping the principals of honestly and kindness.
But, as you can see, despite a history of negative vibes about my abilities, I have started and run a successful design and marketing business in these trying times!
Don’t let anyone make you think you’re stupid!
Don’t let anyone tell you can’t do something! If my experience has taught me anything at all it would be this: don’t believe everything you’re told by the “experts”. By “experts” I mean teachers, careers advisors or traditional authority figures.
Business requires a certain creativity of thinking which can actually be a
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disadvantage in the classroom but a positive bonus in later life.
The future is bright
Now I am looking to expand my business by modeling my processes, outsourcing and increasing my passive income. I still have to fight negativity both from myself and from others criticizing my business model for being too simplistic. But I will continue to learn from my experience and pass on as much as I can to others who wish to embark on a similar journey.
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And finally...Thank you for reading this e-book. I really hope you have got value from it.
Starting to run my own business and work for myself after working for other people was definitely one of the best things I ever did. Web design made this possible and I’m extremely grateful for the opportunity and career I’ve had.
I wish you all the success and happiness with your business.
As always, if you would like to discuss any of the concepts mentioned here of if you have any questions, please get in touch with me.
All the best,
Rob Cubbon [email protected]
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