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Table of Contents Foreword David Shepherd Business School, University of Texas at Austin Introduction Biography Chapter 1: Designs on an Industry It's Not a Job, It's An Adventure Starting Your Career as an Interior Designer The Art of Commerce in the Realm of Design Birth of the Cool Early Career Tracks The Home Economics Department The Professional Organizations Case Study: Billy Baldwin Chapter 2: The State Of Interior Design Staking Your Claim in a Boom Industry State of the Industry The Designer as Modern Tastemaker The Modern Designer's Challenge Understanding the Modern Client The Glamour Complex Bad Buzz Media's Influence on Design Page Chapter 3: Cutting Your Teeth in the Real World Do You Have The Chops? Cutting Your Teeth in the Real World Cutting Your Teeth at a Small Firm Cutting Your Teeth at a Large Firm Cutting Your Teeth in a Retail Environment Game Planning For Success Starting Your Career as an Interior Designer Series Applegate-Tran Interiors Chapter 4: Understanding Design Segments The Art of Interior Design Residential Design Non-Residential or Commercial Design Starting Your Career as an Interior Designer Series Auer Design Associates, Chicago, IL Product Design Designing In a Retail Environment Architectural Design Ask Hale-Williams Chapter 5: Plunging Off the Designer High Dive On Starting Your Own Business Building Your Own Yellow Brick Road The Hale-Williams Entrepreneurial Test Final Thoughts on Taking the Plunge Chapter 6: Defining Your Dream Understanding Models, Pricing and Fees If You Build It How Is Your Business Structured? Case Study: Tom's Business Model Education Pricing Methods Understanding Pricing Options Case Study: Schadenfreude Rears Its Ugly Head The Hale-Williams Pricing Formula Billing Methods An Industry Divided Case Study: Don't Panic and Lower Rates The Pricing 'Triple Crown' Chapter 7: Marketing Your Business Networking, P.R. and Advertising Marketing: The Big Picture The Elevator Speech 24/7 Marketing Sizing up Your Target Market Marketing: The Holy Trinity Networking Public Relations Advertising Starting Your Career as an Interior Designer Series The Importance of a Web Site Tanya Shively, Sesshu Design Associates, Ltd. Branding Your Business Case Study: Positioning an East Coast Luxury Brand Chapter 8: How to Attract Clients Selling Yourself in the Design World Awaken Your Inner Salesperson Designing Your Sales Philosophy Fishing For New Clients The First Client Interview How to Qualify a Client The Client Presentation Eleven Commandments of Client Presentation Ask Hale-Williams Always Be Closing Case Study: Grading On a Bell Curve Chapter 9: Setting Up Your Design Studio Getting It Right the First Time Born To Run Office Space Equipping Your Studio Setting up Your Books Human Resources Chapter 10: Building Your Village Procurement, Delivery and Installations Get Your Village Onboard Populating Your Design Universe Strategic Partnerships Building Your Village Use the Golden Rule Expanding Your Network Purchasing Case Study: Thinking Outside the Box Receiving, Invoicing and Billing Delivery and Installation Chapter 11: Client Management Game Planning Your Design Business Client Management Nine Rules of Client Engagement Kiss the Bums Goodbye Plotting a Game Plan for Your Business Case Study: A Weekend in the Country Managing Your Money Starting Your Career as an Interior Designer Series Mark Cutler Design, Inc. Preparing the Unprepared After Word
Library of Congress Subject Headings for this publication:
Interior decoration -- Vocational guidance.