The Web Design Business Kit 2.0

Table of Contents

0. Preface
1. I. First Steps in Freelancing
   • 1. Starting Out
     • Why Be your Own Boss, Anyway?
       • Defining Success and Failure
     • What Business are you Really In?
       • Realizing that you’re In the Business of Selling
       • Freelance or Small Business?
     • Stepping Out on your Own
       • Getting Started
       • Identifying your Goal
       • Planning to Achieve
       • Forming the Right Mindset
       • Finding Good Advice
       • Arming yourself for Success
     • Summary
   • 2. Business Planning, Research, and Competition
     • Evaluating the Market
     • Benchmarking
       • Benchmarking Within your Own Industry
       • Following the Process for Success
     • Conducting Surveys
       • Getting your Name in Print
     • Do you Really Need a Business Plan?
       • Developing a Good Plan
       • Looking at the Bigger Picture
     • Summary
   • 3. Presentation, Perception, Perfection!
     • Do you Measure Up?
       • Personal Presentation
       • Communication Skills
       • Handshake and Eye Contact
     • Perception is Reality
       • How Do Other People See You?
       • Projecting an Image of Success
       • Presenting Yourself
       • Aiding a Positive Perception
       • Establishing your Credibility
       • Presenting your Office
     • Selling Yourself
     • Summary
   • 4. Taking the Plunge
     • Starting the Business
       • Ten Courses of Action
       • Build a Successful Business on Just One Client
     • Preparing for Tomorrow
       • Develop a Client Database
       • Put yourself on a Fast Track to Sales
       • Making Sales
     • What Not to Do in Business
       • Don’t Relax
       • Don’t Spend Unnecessarily
       • Don’t Neglect to Measure ROI
       • Don’t Work Hard—Work Smart
       • Don’t Let Rejection Get to You
       • Don’t Put Off Invoicing
       • Don’t Try to Do Everything Yourself
       • Don’t Ever Lose Control of the Client
     • Secrets of Success
     • Summary
   • 5. Pitch, Quote, and Win your First Client
     • Networking for Business
       • Finding Prospects: What Works, and Why
     • The Needs Analysis
       • Conducting the Needs Analysis
     • Finding the Hidden Agenda
     • Making the Pitch
       • Handling Rejection
     • Naming your Price
       • The Pricing Formula
       • Competition and Market Demand Pricing
       • The Best (and Only) Way to Charge
     • Summary
2. II. Establishing your Business
   • 6. Marketing your Business
     • Do Something!
     • Why your Marketing Should Be Very, Very Cheap
       • Defining your Market
       • Narrowing the Field
       • Generating the Perfect Lead
     • Advertising, Promotion, and Public Relations
       • Assessing your Advertising Options
       • Which Promotional Option Suits You?
       • A Public Relations Primer
       • Providing Free Samples of your Work
     • A Plan of Action
       • An Objective
       • Market Information
       • Competitor Information
       • Your Marketing Strategy
       • Your Marketing Message
       • Measurement
     • Summary
   • 7. Developing your Unique Advantage
     • Identifying your Unique Selling Proposition
       • Why Should the Client Buy from You?
       • Developing your Competitive Advantage
       • Standing Out: your Options
     • Putting your Competitive Advantage into Action
       • Quantifying the Benefits
       • Putting On a Show
       • Praising your Competitors
       • Offering a 100% Money-back Guarantee
       • Keeping in Touch
       • Treating them Right
       • Offering a Token of Appreciation
       • Remembering your Suppliers
       • Thinking Outside the Box
     • Building your Competitive Advantage into Everything you Do
       • Cold Calling
       • Warm Calling
       • Really Warm Calling
     • Recognizing your Own Secret Weapon
       • Making a Plan
       • Managing your Time
       • Delegating
     • Summary
   • 8. Honing your Sales Skills
     • The Beginning
       • Prequalifying
       • Selling Solutions
       • Spending Time with your Prospect
       • Selling to the Decision-maker
     • The Reasons People Buy
       • Selling Superiority
       • Selling Trust
       • Selling Enthusiasm
     • The Pitch
       • Demonstrating Expertise
       • Telling Stories and Anecdotes
       • Demonstrating Credibility
       • Dealing with the “P” Word
       • Offering Multiple Prices and Solutions
       • Fielding Objections from Clients
       • Raising your Own Objections
     • The Finish
       • Establishing Credibility
       • Offering Guarantees
       • Don’t Underestimate your Own Abilities
       • Asking for the Business
       • Developing Sales Technique
     • Summary
   • 9. Providing Excellent Client Service
     • The Value of your Client
     • What Clients Really Want
       • What Does your Client Really, Really Want?
       • Your Competitive Advantage
     • Excellent Client Care
       • My Old High School Motto
       • Putting it into Practice
     • The Benefits of Great Customer Service
       • Referrals
       • Reduced Costs
       • Exceeding Expectations Pays
     • Summary
3. III. Running your Business
   • 10. Managing Web Projects
     • Project Management
     • Project Assessment
       • Undertaking a Risk Analysis
       • Preparing to Quote
       • Planning Team Communications
     • Managing Multiple Projects
       • Managing Multiple Relationships
     • Working with Time Frames
       • Estimating Completion Dates
       • Working to Deadlines
       • Delegating Tasks
       • Accounting for the Human Factor
       • Setting Priorities
     • Keeping On Track and Organized
       • Planning
       • Documentation
       • Implementing the Plan
       • Using Project Management Software
       • Online Project Forums
       • Meetings
       • Reporting
       • Project Evaluation
     • Summary
   • 11. Dealing with Pesky Clients
     • The Reason to Avoid Pesky Clients
     • Avoiding the Pesky Client
       • Spotting the Red Flags
       • Conducting Risk Assessment
       • Keeping the Right Clients
     • Peskiness: Let me Count the Ways
       • Defining the Characteristics of Peskiness
     • When the Good Client Turns Pesky
       • Listening to Learn
       • Creating a Plan
       • The Benefits of Keeping the Pesky Client
     • Solving Peskiness
       • Optimizing the Scope-creep Opportunity
       • Stirring No-decision into Action
       • Reaching the Unavailable
       • Resolving the Emergency
       • Treading Carefully with the MySpace Magician
       • Taking Control of the Web Developer Expert
       • Using General Strategies
     • Making the Decision to Cut a Client Loose
       • Using the “It’s Not you, it’s me” Line
       • Not Burning Bridges
     • Summary
   • 12. Handling Client Complaints
     • Loving Complaining Clients
       • Fixing it Quick
       • Considering the Cost of a Good Complaint
       • Providing Distinctive Service
     • Dealing with Complaints
       • Covering the Complaints Checklist
     • Asking for Complaints
     • Saying Sorry
       • Telling a Client they’re Wrong
       • Taking the Blame
       • Failing to Satisfy Clients with your Design
       • Dealing with the Client on the War Path
     • Summary
   • 13. Delighting your Clients
     • Love at First Sight
       • You’ve Lost that Loving Feeling
     • Getting the Love Back
       • It’s Not Always About You
     • Lie, Bribe, and Steal your Way to Delighted Clients
       • Bribery: Keep it Subtle
       • Lying: a Key to Success
       • Stealing: the Good Kind
     • Positive Recognition
       • It’s Not All About Gifts
       • Delighting for Wider Recognition
     • Nothing Succeeds Like Success
       • Defining Success
       • Success is Relative
       • Undervaluing your Talent
       • Measuring Success
       • Reporting Success
     • Summary
4. IV. Expanding your Business
   • 14. Making Repeat, Add-on, and Large Sales
     • Repeating Sales
       • The Key to Repeat Sales
     • Add-on Sales
       • Any Time’s a Good Time to Add On
       • Increasing Add-on Sales by Bundling Services
       • Delivering Extra Services
       • Making the Add-on Sale
     • Upselling: is it for You?
       • Upselling in Practice
     • How to Catch a Big Fish
       • Finding the Big Fish
       • Preparing the Initial Approach
       • Pitching to the Big Fish
       • What Should you Charge?
       • Valuing your Knowledge
       • Are There Any Big Clients Left?
     • Summary
   • 15. Preparing for Expansion
     • So, you Want to Be Big
       • Planning for the Future
       • Leading and Managing
       • Knowing your Capabilities
     • Laying the Foundations
       • Putting Systems in Place
       • Considering your Personnel
     • First Steps to Being Big
       • Learning to Leverage
       • Leveraging What you Have
       • Having Others Do the Work
       • Focusing on Making Money
     • Money Matters
       • Cashflow, Expenses, and Minimizing Risk
     • Summary
   • 16. Managing Expansion
     • Looking at What the Big Operators Do Differently
       • Understanding the Financials
       • Creating Systems
       • Embracing Business Problems
       • Borrowing Money When it’s Not Needed
     • Management Principles Matter!
     • Avoiding the Pitfalls: Top Ten Tips
       • Keep Costs Down
       • Build the Right Team
       • Get the Money In
       • Find your Point of Difference
       • Remove Every Negative Influence
       • “There's No Risk in My Business”
       • Be Organized
       • Don’t Be Too Soft
       • Don’t Grow Too Fast
       • Find the Right Clients
     • The Three Easiest Ways to Speed Growth
       • Commencing a Media Plan
       • Writing Articles for Submission to Industry Magazines
       • Entering Awards
     • Summary
   • 17. Expanding Staff and Office Space
     • Considering Expansion of your Staff
       • Hiring
       • Firing
       • Working with Freelancers and Contractors
     • Motivating your Team
       • Remunerating your Staff
       • Rewarding your Staff: Bonuses and Options
     • Finding an Office
       • Location, Location, Location
       • Types of Office Locations
       • Understanding the Lease
       • Conducting a Cost Comparison
     • Organizing for Expansion
       • Identifying your Major Priorities
       • Writing Down Critical Aspects
       • Managing your Time
     • Summary
   • 18. Outsourcing for Great Profits
     • Defining Outsourcing
       • Counting the Advantages of Outsourcing
       • Counting the Disadvantages of Outsourcing
       • Some Case Studies
       • Charging Plenty
     • Finding the Best Contractor for You
       • Locating Candidates
       • Analyzing your Outsourcing Needs
       • Writing the Project Brief
       • Assessing Potential Contractors
     • Working with your Chosen Contractor
       • Starting Small with a Contingency Plan
       • Being Clear About Payment
     • Management Tips and Tricks
       • Being Nice to Contractors—you Need Them
       • Having a Backup Plan
     • Summary
5. V. Looking to the Future
   • 19. Budgeting for Expansion
     • The Financial Impact of Expansion
       • The Breakeven Analysis
       • The Cashflow Forecast
       • The Balance Sheet
     • Measuring your Costs
       • Getting Serious About Costs
     • Summary
   • 20. One Hundred Business Tips
     • Marketing Tips
     • Reaching your Target Market
     • The Team
     • Money Matters
     • Client Relations
     • Doing Business
     • About You
   • 21. Practical Applications: Case Studies
     • Making a Fortune from a Fifty-cent Map
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • The $15,000 Lunch: Networking for Success
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • Christmas Cheer!
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • The Concept of Free Speech
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • Why to Keep in Touch with People who Say “No”
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • Why Referred Prospects are the Best Clients
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • Buy a Housewarming Gift in One Easy Step
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • Newspapers: a Great Way to Advertise
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • Just Call Me Mr. Nice Guy
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • We Made the Perfect Pitch ...
       • Background
       • Action
       • Outcome
       • Summary
       • Key Issues
     • Summary
   • 22. Case Studies with Matt Mickiewicz
     • Starting Small, Growing Big: Reactive Media
       • Secrets of Successful Client Management
       • Landing the Big Clients
       • The Biggest Lesson: Learned the Hard Way
       • The Results: Growth and Staff
     • Struggle to Success: Walmac Interactive
       • Starting Out
       • Going it Alone
       • Acquisition and Growth
       • Pitching to Perfection
       • Success in the Long Term
     • Seven Keys to Success: Adwire
       • Key #1: Let the Workload Justify your Company Size
       • Key #2: Don’t Focus on “Cheap” Sectors with Slim Margins
       • Key #3: Use Existing or Past Contacts
       • Key #4: Do What You Say You Will
       • Key #5: Be Patient, Don’t Burn Bridges, Keep in Touch
       • Key #6: Spend Time on the Proposal
       • Key #7: Go Back to Clients and Ask for More Business
       • The Results Speak for Themselves
     • Five Minds are Better than One: CrashShop
       • From Small Beginnings ...
       • The Secret of Success
       • A Different Approach to Selling
       • Making the Pitch
       • Actioning these Items for Yourself
     • Expand Without Offices or Staff: Digital Skyline Studios
       • Starting Out
       • Expansion—Virtually
       • Working Smarter
       • Five Tips for Business Building
     • Win New Clients Through Direct Mail: Lrpdesigns
       • Moving with the Times
       • The Proof
       • Your Own Postcard Campaign
       • Starting your Campaign
     • Community Portal Boost: Digital Creative
       • Planning and Building the Portal
       • Launch and Promotion
       • The Bottom Line
     • Imagination Plus: Building a Business—Twice!
       • Cold-call Rejection Can Pay Off Big!
       • Jeff’s Top Five Tips for Cold Calling
       • Magazine Ads, Lots of Leads ... and Conversions!
       • Direct Mail: Letters that Stand Out
       • Freelance Exchanges—Cheap Leads
     • Web Design Clients on Retainer: WebProjects
       • Niche Marketing: it’s a Classic!
       • Expansion
       • A Classical Client List
       • The WebProjects Strategy
     • Lessons Learned
   • 23. Business Legalities with Berrigan Doube
     • Choosing the Right Business Structure
       • The Sole Proprietorship
       • The Partnership
       • The Company
       • The Trust, the Joint Venture, and the Franchise
       • The Tax
     • Protecting your Intellectual Property
       • What is Intellectual Property?
       • Copyright
       • Trademarks
       • Patents
     • Trading on your Terms
       • The Elements of the Agreement
     • Employment and Contractor’s Agreements
       • Employee or Contractor?
       • The Employment Relationship
       • The Contractor Relationship
     • Privacy and Spam
       • Keeping it Private
       • Spam
     • Summary
     • About Berrigan Doube Lawyers
       • Contact Profiles
       • Contact Details
   • Index