THE BUSINESS OF WEB DESIGN

SETTING RATES

WHAT IS YOUR INCOME GOAL?Be realistic.

What is your cost of living?

What is your workload?.

RATE FORMULAS Annual Income Goal

+ Annual Business Expenses

= Annual Revenue Needed

Annual Revenue Needed (from above)

/ Expected annual billable hours=

= Hourly rate needed to reach goal

RATE FORMULAS (EXAMPLE) $15,000 Annual income goal

+ $10,000 Annual business expenses

= $25,000 Annual revenue needed

$25,000 Annual revenue needed (from above)

/ 520 hours Expected annual billable hours

= $48.08 Hourly rate needed to reach goal

TIME TRACKINGIt’s important that you keep track of your time.

Helps keep projects on schedule and avoids scope creep.

Helps to set your rates.

Many online resources that include invoicing, project management.

Look in your iPhone or Android app store as well.

TIME TRACKING RESOURCEShttp://www.getharvest.com/

http://www.freshbooks.com/

http://www.functionfox.com/

https://www.toggl.com/

PROPOSALS

BUSINESS PROPOSALSA business proposal is a written offer from a seller to a prospective buyer. Business proposals are often a key step in the complex sales process—i.e., whenever a buyer considers more than price in a purchase. Wikipedia

BUSINESS PROPOSALSDocument that details what you propose to do for a client.

Outlines your approach and strategy.

Provides details about your background and experience.

Try to have a template, but customize for each client.

Include details and references to conversations you’ve had.

TYPES OF PROPOSALS

ONE PAGE PROPOSALSBasically a confirmation letter or cost estimate.

Good for small projects, projects.

Can send via email.

SMALL PROPOSALS1-3 pages

Good for new prospect that is already sold.

Good if you have gone over process in person.

Outlines bare bones of a project but with some detail.

Sample

Presentation

MEDIUM PROPOSALS4-10 pages

For a medium to large project for a prospect you don’t know or for client who will be selling up the chain to others.

Client generally has higher expectations.

Usually requires more copy. (Consider hiring copywriter.)

Include title page and cover letter.

LARGE PROPOSALS10+ pages

An important marketing too.

General rule: higher your fee, the more pages your proposal should have.

Shows you understand the project well and you know what you are talking about.

Will include relevant examples that position you as an expert.

WHAT TO INCLUDEDescription – what they need and what you are proposing to do for them.

Deliverables – what they get, how many, etc…

Costs

Timeline – realistic production schedule

Approval – client signs off

FOR LARGER PROPOSALSInformation about you or your company, including other contributors

Try to include work samples: most relevant ones.

- Client References

- Client Responsibility

PROPOSAL VS CONTRACTOften proposals double as contracts by adding terms and conditions.

Otherwise, conclude with a line like this:

“Upon acceptance of our proposal, [company name] will submit project agreement, terms and conditions.”

PRESENTING YOUR PROPOSALTry to present in person or over the phone.

Allows client to ask questions in real time.

Listen to prospect’s response.

Highlight why you are better than the competition.

COMMON OBJECTIONS“We can’t afford this.”

Get specifics.

Try breaking the project into manageable phases.

Rewrite to highlight services as “a la carte.”

Revise to lower prices, but less services.

COMMON OBJECTIONS“We don’t have the budget.”

Different that “We can’t afford it.”

Get specifics; No budget for this kind of work? For this year?

“We are staying with our current vendor.”

Reinforce why working with you will make their lives easier.

Stay in their radar.

CLOSING THE DEALAsk if there are any final questions.

Outline in conversation and in writing the next step.

Give a deadline – create a sense of urgency.

“Prices are good for 30 days.”

“We have one slot left in our schedule. I can hold that for you if you decide by Friday.”

Remember: It’s part of doing business.Not the only opportunity out there.Lay ground work for future business.Follow up graciously.Thank for the opportunity.Offer to stay in touch.Ask for feedback on the proposal.Ask about future projects.Follow up and stay in touch.

IF YOU DON’T GET THE PROJECT

CONTRACTS & STATEMENTS OF WORK

CONTRACTS Have a letter of agreement or contract for EVERY project.

Protects both the artist and the client.

Can be simple – informal letter of agreement, purchase order or invoice.

Or comprehensive requiring signatures of all parties.

LogoCompany NameAddress, Phone, Fax, E-mailDateName of Client/CompanyAddressPhone/FAXName, email, phone number of Contact Person

Project Title (if any; client's purchase order number, if available.)

CONTRACTS SHOULD INCLUDE:

Copyright UsageRights transferredDuration of usageLimitations on media in which used (if not covered under “rights,” (e.g., print rights only, no electronic usage)Limitations on number of insertions (if appropriate)Limitations on geographical use (ie. North American, English speaking editions, etc)Owner of Original Art

CONTRACTS SHOULD INCLUDE:

A STATEMENT OF WORK (SOW) Project Title (if any; client's purchase order number, if available.) Engagement Effective Date Date of SOW Fees Services Deliverables Credit (Permission to give credit to your company)

Project Title (if any; client's purchase order number, if

CONTRACTS SHOULD INCLUDE:

SAMPLE TERMS

Care of GAG

TIME TRACKINGIt’s important that you keep track of your time.

Helps keep projects on schedule and avoids scope creep.

Helps to set your rates.

Many online resources that include invoicing, project management.

Look in your iPhone or Android app store as well.

TIME TRACKING RESOURCEShttp://www.getharvest.com/

http://www.freshbooks.com/

http://www.functionfox.com/

https://www.toggl.com/

CREATIVE BRIEFS

WHAT IS A CREATIVE BRIEF?A creative brief is a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. The document is usually developed by the requestor (in most cases a marketing team member) and approved by the creative team of designers, writers, and project managers. In some cases, the project's creative brief may need creative director approval before work will commence. Wikipedia

CREATIVE BRIEFSThe more detailed, the more successful the project will be.

Less detail tells you the client doesn’t know what they want.

Make sure the client does not use ambiguous language.

Get sign off.

One size does not fit all.

Questions are determined by the project: Web? Print? TV? Facebook page?

EXAMPLE OF A CREATIVE BRIEFStudio K&M

PROJECT MANAGEMENT

PROJECT MANAGEMENTProject management is the discipline of planning, organizing, securing, managing, leading, and controlling resources to achieve specific goals. Wikipedia

Resources People, materialTime Task durations, dependencies, critical pathMoney Costs, contingencies, profitScope Project size, goals, requirements

PROJECT MANAGEMENT ELEMENTS

SCOPEWhat the project in supposed to accomplish within budget and timeline.

Change in scope must have matching change in budget and time.

SCOPE CREEPSmall tasks that add up.

Become significant when aggregated.

1. Definition2. Planning3. Execution4. Control5. Closure

PROJECT MANAGEMENT BASICS

#1 DEFINITIONWhat the project is and what users hope to achieve.

List of deliverables.

Outcome.

#2 PLANNINGBreakdown all the activities.

List of tasks and how they relate.

How long each task will take.

How each task is tied to a deadline.

Relationship between tasks.

#2 PLANNINGBreakdown all the activities.

List of tasks and how they relate.

How long each task will take.

How each task is tied to a deadline.

Relationship between tasks.

#2 PLANNINGConsider constraints

Schedule

Resources

Budget

Scope

#3 EXECUTIONBuild project team.

Assign resources (budget) and people.

#4 CONTROLRecord actual time for each task.

Provides updates to team and client.

#5 CLOSUREAnalyze final outcome with team.

Lessons learned.

ONLINE TOOLSOnline tools are a great way to handle project management because they can be accessed from any computer (and from most mobile devices).

STREAKUse for sales, customer relations, hiring, bug tracking or own campaigns

streak.com

ASANAUse for sales, customer relations, hiring, bug tracking

User friendly

Free up to 30 users

asana.com

TRELLOFree

Based on same productivity as Asana and Streak

trello.com

HIGHRISE HQ37Signals Group

Manage your contacts

Organize notes and emails

Keep track of proposals and deals

Helps with follow ups (texts or email)

highrisehq.com

OTHER TOOLSGoogle Docs

Powerpoint

Numbers

highrisehq.com

OPERATIONS

OPERATIONSCRITICAL to have systems and procedures in place.

1. Opening a New Job2. Maintaining Active Jobs3. Following Job Procedures4. Naming Files5. Maintaining Timesheets6. Meeting Deadlines7. Getting All Necessary Approvals8. Following Job Release Procedure9. Billing10. Maintaining Quality Control Standards11. Keeping Customers Happy

OPERATIONS

#1 OPENING A NEW JOBCreate a folderCreate spreadsheet Date, tasks, deadlineEnter client contact information HighriseHQ Contact spreadsheet Address bookLet client know How You Work

#2 MAINTAINING ACTIVE JOBSRecord all actions taken and interactions with client related to deliverable:

• Tasks to be taken / assigned.• Actions completed.• Received files or comments from client.• Sent files or comments to client.• Conversation that changes the job specifications, deadlines, costs, etc.• Rounds of Design and Revisions sent.

#2 MAINTAINING ACTIVE JOBSTry to use the following format:

1.Today’s date.2. Use a verb to indicate the action. Be as specific as possible: (ie. write ”e-mailed” not ”sent.”)3. Indicate what round was sent or files received.4. Indicate person sent to.5. Indicate next action.

#3 FOLLOW JOB PROCEDURESAssign tasks

Keep files properly named (See naming guidelines)

Create separate folders

Administrative

Art

Keep folders organized

#4 NAMING FILESProper naming ensures files can be found quickly and avoids sending client wrong files.

All files should be labeled consistently: Today’s date-creator of file’s initials – name of file – version # - correct extension 071812-cm-operations.01.docx

Removes the need for “final.133. psd

#5 MAINTAIN TIMESHEETS DAILYTimesheets are necessary for managing jobs and project profitability,documenting work performed for clients, estimating future jobs, and evaluating clients for future projects and analyzing the classification of work performed quarterly.

1. Timesheet elements include project name, date, billing code, and time spent on each project in 15 minute increments.

2. Timesheets should be filled out daily.

#6 MEETING DEADLINESDue to:

Lax work procedures

Lax project management

Belief that it is the client’s responsibility or reliance on client

Poor follow-through with client

#6 MEETING DEADLINESTo meet deadlines:

Know and record deadlines

Assign and oversee tasks and deliverables

Follow-through with client and vendors

Document work

#7 GETTING APPROVALSDo not work out of scope

Inform clients of what round of design you are showing

Get approvals in writing – email – at each stage

Sample

#8 BILLINGGet non-refundable deposit

Organize payment to fit deliverables

Pay vendors

Discuss and determine payment method with client 2 weeks before job is to be released to allow for billing / credit approval.

#9 CLOSE JOBSRemove from Active Jobs

Review and clean project folders

Back up files

#10 QUALITY CONTROLMust ensure all jobs meet quality control standards Design Photography and Artwork Production Websites E-newsletters Templates

#11 KEEP CUSTOMERS HAPPYHow? Do excellent work – creative ideas and execution Provide good value (projects completed within budget) Provide excellent service (provide expertise and keep clients updated) Meet deadlines Understand and manage expectations

#11 KEEP CUSTOMERS HAPPYHow? Maintain regular contact Manage projects to stay in budget Address changes in job scope Communicate with appropriate parties Document your work GO THE EXTRA MILE

MANAGING CLIENTS

#1 UNDERSTAND WHY YOU WERE HIRED

If you are hired based on referral for expertise it provides a better basis for a relationship.

#2 UNDERSTAND PERSONALITY TYPES

Recognize client’s personality and learning type:

•Auditory (prefers to hear information) phone and personal contact, can negotiate verbally

•Visual (prefers to see information) wants written proposals, letters, e-mail

•Kinesthetic (prefers to feel positive about the situation)

#3 UNDERSTAND AGENDAS

Asserting their independence, ego, etc.

#4 ESTABLISHING CLEAR PARAMETERS

Recognize client’s personality and learning type:•Consider the client’s industry, customary trade practices and

assumptions.•Use clients’ language and terms.•Deliverables – determine steps and deliverables.•Outcomes/results – what if they are not met•Process – steps/time/roles•Communication – use clients preferred mode•Cost and Terms • Timing•Roles and Responsibilities • Availability•Legal Aspects – contracts and agreements

#5 GAINING TRUST

Performance + Personality + Process = Trust

#6 DOCUMENTING YOUR PERFORMANCE

Process

Timelines / Flowcharts

Deliverables

Schedule

Budget

Feedback

Methods: Conference calls, reports, and timesheets

#7 TAKING FEEDBACK

Measure performance, process and communication:

•Informal (in person) During the process, so that you can adjust

performance or expectations

•Formal (evaluation/survey) After the process, for comparison

#8 MEASURING AND EVALUATING BENEFITS

•What are your ratios? How could you improve?

•How can you set expectations for the next client?

#9 RESOLVING CONFLICTS

•Involve all parties

•Question / Restate assumptions (consider client’s industry practices)

•Define terminology

•Listen carefully and be open to other points of view

•Consider the interests of the other parties

•Offer solutions that meet those interests

VALUES

VALUESValues are an important component in having your own business.

Act as motivators leading to personal fulfillment and achievement.

Benefits your customers.

Empowers your brand over the competition.

Benefits your staff.

INTEGRITY - ACCOUNTABILITY Honor your word as yourself. We need to depend on one another and trust completely.

COLLABORATIONLeverage collective genius. We're all in this together, lets be the best team possible.

PASSIONLove the clients, work, and team.

SYSTEMS - CONSISTENCYFind a system solution to every problem. Don't blame the person; fix the system.

STRONG COMMUNICATIONMake all words constructive.

Keep work an open dialogue.

Manage client and team expectations through clear communication.

COMMUNICATION

WIN-WINStrive for solutions with clients without compromising effectiveness.

BALANCEMake Studio K&M a vital component of life, not the end all be all.

REMARKABLEStand out and be visible.

WEB CAREERS

PROJECT MANAGEROverview: Accomplishes project objectives by planning and evaluating project activities.

Responsibilities: Developing Budgets, Coaching, Supervision, Staffing, Project Management, Management Proficiency, Process Improvement, Tracking Budget Expenses, Self-Development, Planning, Performance Management

Average Salary: $88,000

Related degrees: Arts Management, Business, Accounting

WEB DESIGNEROverview: Develops Web sites by planning and executing design; maintains and upgrades service.

Responsibilities: Web Graphic Design, Web Savvy, Planning, Web User Interface Design, Web Programming Skills, Teamwork, Illustration Tools, Multimedia Content Development, Understanding Browser Capabilities, Internet Presence, Verbal Communication

Average Salary: $97,000

Related degrees: Web design, Graphic Design, New Media

FRONT END DEVELOPEROverview: Serve as the bridge between designers and back end developers.

Responsibilities: HTML and CSS coding, Troubleshooting, CMS systems, Quality Control, Debugging, Maintenance

Average Salary: $85,000

Related degrees: Web design, Graphic Design, New Media, Computer Science

BACK END DEVELOPEROverview: Create web based applications and systems based on design direction.

Responsibilities: Advanced coding, Database management, Troubleshooting, CMS systems, Testing and Debugging

Average Salary: $110,000

Related degrees: Computer Programming, Web design, New Media, Computer Science

SERVER ADMINISTRATOROverview: Maintain the computer networking system in an office environment.

Responsibilities: Tracking Server Activity, Upgrading Software, Maintaining Hardware, Database Management, Troubleshooting, Testing and Debugging, CMS systems

Average Salary: $75,000

Related degrees: Computer Programming, Computer Science, Information Technology

INFORMATION ARCHITECTOverview: Organize the content of a website based on usability standards and analysis.

Responsibilities: Audience Research, Content Inventory, Navigation Structures and Labels, Site Maps, Usability Testing

Average Salary: $90,000

Related degrees: Information Architecture, Library Science, Web Design, Human-Computer Interaction

USABILITY DESIGNEROverview: Design websites or applications based on usability standards and user testing.

Responsibilities: Audience Research, Analyzing User Interactions, Usability Testing, Wireframing, Prototyping

Average Salary: $90,000

Related degrees: Human-Computer Interaction, Information Architecture, Web Design, Computer Science

INTERNET MARKETEROverview: Develops a company's advertising on web and mobile platforms.

Responsibilities: Research, Develop and Execute Marketing Campaigns, Write Copy, Graphic Design, Social Media, SEO

Average Salary: $56,000

Related degrees: Marketing, Public Relations, Web Design, Graphic Design, Communications, New Media

SOCIAL MEDIA STRATEGISTOverview: Communicates with a brand’s audience and users through the use of online social media tools

Responsibilities: Research, Develop Social Media Campaigns, Post Content, Customer Service, Google Analytics, CMS Systems

Average Salary: $100,000

Related degrees: Marketing, Public Relations, Creative Writing, Journalism, Communications, New Media

INTERNSHIPOverview: Learn the responsibilities of a web career in a hands on setting and gain experience.

Responsibilities: Research, Brainstorming, Design, Development, Administrative Tasks, CMS Systems, Social Media

Average Salary: Unpaid, low wage, or lunch.

NETWORKING

NETWORKINGBefore you can start networking you need:

•Business Cards

•Elevator Pitch

HOW TO NETWORKT H E W I S D O M O F D A L E C A R N E G I E I N F I V E B U L L E T P O I N T S•Smile

•Ask a question – builds credibility

•Listen – people love to talk about themselves. Engage them.

•Business cards – effective way for you to leave your name behind

•Say the person’s name – people like to hear their own name.

Be authentic. Don’t apologize for being awkward.Tap into your PassionsStart by attending events that relate to an interest or activity you enjoy.Talk about stuff that interests you.Ask the person their name and about their work

MORE NETWORKING TIPS

Ask for introductions Make introductionsRemember birthdays, children’s namesFollow up – email, coffee, lunchMaintain your network.Take Risks

MORE NETWORKING TIPS

LinkedInBreakfast Groups – BNIMeet upsProfessional GroupsConferences

NETWORKING GROUPS