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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 ConsultingServices 6 Thinking Ahead: Peterson-Arce Design Group 8 Thinking Strategically: Carson Guest Interior Design ServicesInc. 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 DesignConsultants Inc. 46 Love the One You re With, Part Two: Renwall InteriorsLimited 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 ModernPractice 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: Palladeo 67 To Market, To Market: Marketing and Public Relations 71 Being a Professional: Networking and Professional Organizations74 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 theLong Haul 127 Chapter 5: Transitioning from Small to Midsize and LargeFirms 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 Help136 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-MichaelDesign Inc. 167 Conclusion 171 Appendix A: ASID Sample Interior Design Services Agreements173 Appendix B: ASID Code of Ethics and Professional Conduct213 Notes 217 Bibliography 219 Index 223
TERRI L. MAURER, FASID, a former national president of ASID,is a business consultant, commercial interior designer, author,speaker, and educator. Based in Akron, Ohio, she is the owner ofMaurer Design Group and President of Maurer Consulting Group. KATIE WEEKS, the editor of eco-structure magazine,is an experienced design writer and editor. She is a former editorof Contract magazine and has served as a member of theeditorial advisory board for ASID ICON magazine.
"Maurer and co-author Katie Weeks have created a must-have manual for anyone considering beginning an interior design practice. Running a successful practice requires more than talent and enthusiasm. The subsequent parts include starting and sustaining the business, and the sale or turnover when it's time to retire. Several examples of actual business practice follow an overview that explains each topic area and how they apply to an interior design practice." ( San Francisco Book Review, May 25, 2010)