Interior Design in Practice: Case Studies of Successful Business Models

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