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Interior Design in Practice. Case Studies of Successful Business Models

  • ID: 1267237
  • Book
  • 240 Pages
  • John Wiley and Sons Ltd
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Through real–world case studies, master the business of interior design practice

Whether you hope to own your own company, grow your company, or rise high in the managerial ranks of a larger practice, you must have a tight grasp of business basics in order to succeed as an interior designer. Interior Design in Practice provides the vital business education an interior designer needs. It describes in detail how to plan and launch an interior design business, and how to grow that business towards success.

Through real–world case studies, you′ll learn the essentials of building a design practice, including:

  • Deciding how and when to use business planning, strategic planning, and financial planning to your benefit

  • Techniques to build teams and motivate team members

  • Ways to avoid costly mistakes

  • Advice on branding and marketing your firm and yourself

  • Methods to integrate new technology into your day–to–day practice, marketing, and networking

Coauthored by a former ASID national president and an experienced design writer and editor, Interior Design in Practice assists interior designers with practical, from–the–field advice, along with enlightening case studies throughout the book. Both budding entrepreneurs and seasoned design practitioners will find this comprehensive, real–world guide a welcome stepping–stone to success.

Note: Product cover images may vary from those shown
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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 Consulting Services 6

Thinking Ahead: Peterson–Arce Design Group 8

Thinking Strategically: Carson Guest Interior Design Services Inc. 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 Design Consultants Inc. 46

Love the One You re With, Part Two: Renwall Interiors Limited 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 Modern Practice 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: Pall¨adeo 67

To Market, To Market: Marketing and Public Relations 71

Being a Professional: Networking and Professional Organizations 74

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 the Long Haul 127

Chapter 5: Transitioning from Small to Midsize and Large Firms 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 Help 136

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–Michael Design Inc. 167

Conclusion 171

Appendix A: ASID Sample Interior Design Services Agreements 173

Appendix B: ASID Code of Ethics and Professional Conduct 213

Notes 217

Bibliography 219

Index 223

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Terri L. Maurer
Katie Weeks
Note: Product cover images may vary from those shown