Episode 69: Starting a Design Agency

Show Notes for This Episode:

[1:30] Today we’re talking about starting a hypothetical design agency
[3:15] First the host will decide what they want to the agency to offer
[4:00] They will bring all their collective skills together: calligraphy, illustration, web design etc.
[6:00] Lisa suggest they should create some illustration and lettering for the design agency
[7:40] Using an alias to see if you’d be just a successful based only on skill and not your name
[8:40] The preferred target markets: corporate, food, card and stationery companies
[9:50] Also they’re looking at smoothies companies as they’re constantly updating their designs
[10:50] Lisa suggest looking at department stores for packaging
[11:40] And Tom thinks they should consider organic food providers
[13:40] The companies they would like to target are: restaurants, food and drink, and conferences around food and drink
[14:20] Deciding to go after new or more established companies
[14:45] They agree to target up and coming medium sized companies
[17:00] The next step is researching companies from all the different sectors
[17:45] Between the 4 hosts they could find between 1-100 companies
[18:15] Then narrowing it down to 10 ideal companies to target
[18:30] Doing due diligence and checking if the company is a good fit for you
[19:15] Coming up with a strategy to get work from these companies: e.g.: cold calling
[20:15] Finding the best approach to getting business
[20:50] Trade shows and their downside of only taking place once a year
[21:30] Tom suggestion of sending an open later and a personalised video
[22:30] Deciding who to contact within the company based on its size
[23:30] Lisa would cold approach potential clients as she has more experience
[24:15] Offering some free rebranding work ahead
[24:40] Rating the most promising clients and the longevity of the projects
[25:40] Dustin imagines Ian doing amazing food typography
[26:40] The hosts agree putting 1-3 month into their new project
[27:40] Ian made sure he had a buffer of 3 month’s pay when he was finding work as a freelancer
[28:50] Ian to do lettering with vegetables for the social media posts
[29:30] Getting the business or setting up the brand and the website first?
[30:40] The hosts agree on spending no more than 2 days on creating a landing page
[31:40] Defining how to approach the clients once the website is ready
[32:50] Tom is okay with meetings and networking but doesn’t enjoy cold calling as much
[33:25] Befriending influencers in the food industry
[34:00] What will the core messaging be?
[34:40] Lisa thinks each of the hosts is an ingredient that gets added to the recipe
[35:30] All the benefits the ‘dream team’ could bring to the mix
[36:00] Ian’s tag line: “we love design more than we love food, …and we really love food!”
[36:30] Inviting the client to a restaurant meeting
[38:00] Summarising all the steps required to get the business
[38:40] Putting content out to show clients you’re passionate about their business
[41:00] Pitching clients within a small industry
[41:40] Tom would message on social media and tell clients how much he loves their company
[42:20] Or do a website critique
[43:20] Wanting to build a relationship with the client and bring value
[44:50] Suggesting ways to improve their existing website
[46:20] Design so good, your customers can almost taste it
[47:00] The impact of Lindt and Coca Cola adverts
[47:40] Dustin’s instant coffee promotional example
[48:45] Patreon CEO pitching to Casey Neistat example
[50:40] Adding a fake company on a product survey list
[51:10] Demonstrating in your pitch that you’re marketing and social media savvy
[52:00] Aiming to land one client every week
[52:40] Figuring out what works and what doesn’t based on this exercise
[53:30] Taking half a month to set-up the landing page and develop the action plan
[54:20] The benefits of the exercise and potentially getting 2-3 clients at the end
[55:20] Opening new avenues from your connections
[56:20] Showing commitment and passion in all your communications
[57:30] Tom lists the potential work they could do for 3 companies
[58:30] The variety and fun of working for different businesses
[59:10] The goal of being included in company meetings
[1:00:15] The host have a laugh as they compare themselves with the Ghostbusters
[1:01:40] They all try agreeing on a name for the new design agency
[1:02:50] The two suggestions are: Yum or Nom
[1:03:10] They joke about Short and Sweet as a possible name
[1:04:00] Best brand names are already taken
[1:04:45] Tom gets designated as CEO of the company
[1:05:10] Focusing on clients you like and developing a strategy to work with them
[1:05:30] Consider what you’re good at and niche down
[1:06:00] Have fun with your branding
[1:06:50] Being a jack of all trends in a single industry
[1:07:20] Niching down in a way that is specific to you
[1:08:00] Most of the favourite designers are within a niche
[1:08:40] Your style can also be your niche
[1:09:20] Ian’s bowtie analogy
[1:10:30] Narrowing down and then expanding your skills within a niche
[1:11:40] Thinking of where you are and what approach works for you
[1:12:40] Thanks so much for listening to this week’s episode