Table Of ContentA
RCHITECT
+
E
NTREPRENEUR
A Field Guide to
Building, Branding, and Marketing
Your Startup Design Business
Eric W. Reinholdt
30X40 Design Workshop
Mount Desert Island, Maine
All rights reserved. No part of this publication may be reproduced, distributed,
or transmitted in any form or by any means, including photocopying, recording,
or other electronic or mechanical methods, without the prior written permission
of the publisher, except in the case of brief quotations embodied in critical
reviews and certain other noncommercial uses permitted by copyright law. For
permission requests, please contact the author at the address below.
30X40 Design Workshop
12 Brendun Lane
Mount Desert, Maine 04660
http://thirtybyforty.com
DISCLAIMER
Although the author has made every effort to ensure that the information in this
eBook was correct at press time, the author does not assume and hereby disclaim
any liability to any party for any loss, damage, or disruption caused by errors or
omissions, whether such errors or omissions result from negligence, accident, or
any other cause. The author does not represent, warrant, undertake or guarantee:
that the information in the eBook is correct, accurate, or complete; or that the use
of the guidance in the eBook will lead to any particular outcome or result. The
author of this eBook is not affiliated with any official source for the subjects of
this eBook. The author does not represent any company mentioned in the text or
its affiliates and no infringement of trademark is intended.
Copyright © 2015 by Eric W. Reinholdt
I hope this book inspires you to begin building your design business - today.
If you have questions or need help, feel free to get in touch.
Cheers, Eric Reinholdt
http://thirtybyforty.com
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TABLE OF CONTENTS
Introduction
1| Mindset
2 | Getting Started
3 | Defining Your Brand
4 | Marketing
5 | Internet Marketing
6 | Getting Hired
7 | Getting Paid (Your Contract)
8 | Finances
9 | Studio Essentials
10 | Startup Costs
11 | SOP’s
12 | Software
Closing Thoughts + Resources
Introduction
“Think big, start small, learn fast.”– Eric Ries
Opening my business has been the best career decision of my life. I’ve written
this book as the handbook I was seeking when I transitioned from employee to
founder. I hope it inspires you to create your own path.
Before opening 30X40 Design Workshop, I was searching for a recipe for
starting an architecture business. I wanted specifics, a checklist; a step-by-step
instruction list to parcel out the monumental into the manageable. I wanted a
framework that I could plug into when I had free time - in the early mornings,
during my lunch break, and in the evenings.
But I couldn’t find one.
The AIA (American Institute of Architects) publications were uninspired and
outdated. The Handbook for Professional Practice and Architect’s Essentials of
Starting a Design Firm each read like contracts. They were primarily written for
those intending to build colossal firms, not a sole proprietor building a business
in the 21st century. I found myself laughing at some of the antiquated advice
about marketing and software, including a recommendation for PaintShop Pro?
Really?
I had questions, probably the same questions you have. I wanted to understand
how to interview, what kind of website to build, what software I needed, how to
structure my contract and how to get paid. What were the real-world business
situations I would face?
If you’ve been searching for similar practical information, this book is your field
guide.
My career in architecture has followed the well-worn path of many architects
before me; from professional degree to internship to licensure and on to practice.
I graduated with a Bachelor of Architecture in 1996 and pursued design work, at
varying scales, throughout New England – schools, health care facilities, civic
institutions and private homes. Most of my working life was spent in a
conventional 8am – 5pm (quite often much later) studio environment.
I commuted an hour each way, every day and with every job I held. I completed
time sheets accounting for my every sixth minute (1/10th of an hour) of billable
time. I had always worked for someone else and was rewarded for my loyalty
every two weeks with a paycheck. It felt like a stable existence.
Still, I longed for something different. I wanted my own practice. But that was
an idea reserved for an indeterminate time far in the future, a time when there
was plenty of work and when I was ready. I treated this idea as sacred, it was
one that I kept like a trophy on a shelf, where I could pick it up and dust it off
occasionally. Every time I entertained the thought that part inside me that’s
wired for survival and protection -- what Seth Godin calls the ‘Lizard Brain’ --
protested and logically advised me not to.
I found that discussing the idea with friends or family was far easier than
actually executing and delivering on the promise. Discussing it, in a way, felt as
if I had already done it. Announcing it to others without any sort of
accountability satisfied the desire without demanding action.
“I’d like to have more work lined up before I make a go of it.
Probably next year,” I would say.
Of course, the next year would arrive, my salary would be slightly higher, my
children would be one year closer to college and I’d be committed to another
design project in the office that I’d want to see finished.
Does this sound familiar? Are you this architect or designer?
In early 2013, on the cusp of turning forty, my dream job designing high-end
homes on the coast of Maine was facing uncertain times. My employer had cut
office salaries by 20% and gave us the choice of working for no pay on Fridays
or pursuing outside work on those days. I once again picked up that precious
trophy, dusted it off, listened to the protests of my lizard brain and this time, I
ignored them. I knew this was my chance to get started building something I
could call my own and a business capable of supporting my family.
The process of designing architecture, working with clients and building
buildings, that was familiar territory. I knew I could do the work, but at the time
I knew next to nothing about operating a business. So I read. I began with the
AIA (American Institute of Architects) “Architect’s Essentials” and “The
Handbook for Professional Practice.” But they seemed to describe a historic
past. I was looking for a handbook I could reference when I had a question.
I turned to online resources, blogs, forums and articles and found a group of
young professionals grappling with the same problems. The information I
discovered there was timely and based on real experiences. These were
individuals designing practices like I was – from nothing – and succeeding. I
read case studies, listened to podcasts, corresponded with pros who made the
leap before me, studied business plans, made lists, sketched out weighted
average decision matrices, pondered, and researched some more. Every time I
found new information I felt as though I had just scraped the surface of what was
available. I had so much more to learn.
Research paralysis is common; it’s also a subconscious delay tactic. It keeps us
safely in the harbor when we need to be fishing. Reading and researching about
how to open a design practice is a necessary part of the process. Following
others who have built successful businesses too. But as I look back, I can tell
you that there’s just no substitute for that important first leap. Reading about it
can be reassuring, but stepping out is required. One can’t possibly know all the
questions one needs to ask when sitting in the relative comfort of a salaried job.
The experience of sole practice has taught me what no amount of research ever
could have. The truth is there’s nothing you can do to escape the labor in front of
you when you set out on your own. Building a business is hard work. You’re
investing in an unknown asset, giving it form; shaping it from nothing. Crafting
a brand and a business to support you will probably count among the most
difficult things you’ve done in your life; it will also be one of the most
rewarding.
