How to run your own design studio like a dream
New year, new you. You’ve probably heard this countless times but it’s safe to say that you’ll hear it a whole lot more as you make your way through this month.
For some this new year means gaining financial freedom, achieving a health goal or learning a new skill. For others, it’s fulfilling a professional dream – like owning your own business.
Figuring out whether business ownership is for you is no small feat. Rogan Jansen, cofounder and creative director at Cape Town based design studio, DashDigital, shares his insights on running a successful design business in South Africa.
Perfect your juggling act
“Running a business is all about being able to juggle a multitude of tasks that go way beyond the actual service you provide,” says Jansen. “It’s important for budding business owners to quickly forget the 9-to-5 schedule. Your dream will demand a significant investment of time and effort, particularly in the initial years.”
But what you put in, is what you get out, so the overall experience is often rewarding.
“The thrill comes from building something meaningful, expanding a team and being hands-on in all aspects of your business. It is also a continuous learning process, offering you the chance to take on new skills and tackle different issues – whether economic, people-related or just part of the daily grind.”
Strike the right balance
Although you’re doing what you love and the potential rewards are great, remember that running a business is all about finding the right balance.
To survive, your business must generate revenue and when it comes to running something like a design studio, keeping your job pipeline filled is an ongoing consideration.
“Owning a design studio involves on-going selling efforts,” says Jansen, “and this is to ensure that you have a continuous flow of work for the months ahead. Unlike software as a service or retainer models, businesses like mine need new clients to fuel growth.”
At the other end of the scale is sharing the load and making sure that you don’t try to do too much on your own. Hiring and building a great team is another immense reward of business ownership but the process can be taxing. Finding the right people who align with your vision, culture and work ethic takes time.
“At DashDigital, we seek out individuals who fit in seamlessly with our culture, skillset and attitude. And it’s because of this approach that we have an exceptional team of people, all playing a pivotal role in our success.”
Always listen and learn
The success of a business hinges on a team’s ability to visualise the end result before starting. This is particularly important in a design studio, where research, inspiration and concept development lead the charge.
“Success starts with asking the right questions and seeking insights from the right places,” says Jansen. “And this involves close communication with clients, involving them in every step of the process, truly understanding their challenges and always producing work that you are proud of.”
Have the right mindset
When it comes to great client relationships that result in more work and referrals, it’s important to agree upfront what your client service strategy will be.
“We approach our clients as partners rather than a means to pay the bills,” says Jansen.
Viewing these relationships as a partnership can empower you and your team to share victories or losses, see work as collaboration and help to strengthen alignment on visions, projects and plans. Although you and your client may not always see eye to eye, this kind of relationship can be beneficial in helping you to pick battles wisely and make important decisions down the line.
Success starts with asking the right questions