Stick with it – and prosper

Art and music powered the success of web designer Mark Mctaggart, writes Trish Beaver

MORE young people are being urged to become entrepreneurs, but web and graphic designer Mark Mctaggart, 34, got the memo years ago.

The businessman started his company when he was 21 years old and 13 years later it has grown from strength to strength.

Finding a niche to explore his creativity and need for a flexible work environment led him to create a job that played to his strengths.

Today, Mctaggart has a healthy portfolio of top clients – but it was a long road to financial stability. He believes that sticking with his passions made him successful.

After leaving school, he did not have a clue how music and graphics would make him a career. Many people told him only a handful of musicians actually manage to make a living with their music.

His ability to chat to people and socialise easily led to his first jobs as a barman and part-time muso. Then he landed a job as the manager of the popular nightclub in Pietermaritzburg, Red Door.

Stocking the bar, making patrons happy and promoting the music line-up was a great job for him in his twenties. But he knew that sooner or later he would outgrow the club scene.

He studied towards a marketing and communications degree, while at night he partied, played at music gigs and sometimes manned flea market stalls.

It was tough to focus on a future. But at 21, he decided that he could use his graphics skills in the expanding world of web design. It began when he did odd design jobs for friends.

Over the years he has learned a lot. He readily admits it was not all easy going.

“It was hard at first to know business protocols and what to charge. I had no business background so at first I probably undercharged. I never had startup capital, so it was a lot of saving and buying equipment and software when I could.”

The world of the internet has exploded and while there are ample opportunities for web designers, it is a competitive environment.

He says: “There are free websites and lots of opportunities on the web, but they are very limited.”

“If a client is serious they will spend the money on a website that reflects their business. As long as you keep up to date with what businesses need then there will always be a market. “

Mctaggart says his entrepreneurial success is attributable to a few factors.

“I try my best to understand my client needs, as well as potential markets. To achieve results you need to have a clear goal in mind.

“Who are you trying to reach, why and what do you want them to do? What do you know about them? Why should they use your product or service?

“Graphic and web design are more than just the aesthetics – yes you want your work to look attractive. But people don’t buy from your company because you have a pretty brochure they buy because they trust your brand to understand their needs.”

Obviously the internet environment changes rapidly so he makes sure he keeps up to date.

“I am keen on technology – it is always changing so you have to stay on top of trends. Web design is not a job you study for and then do for the rest of your life; you have to keep learning on your own. The internet is also becoming more and more integrated into daily lives and this means learning how to adapt to a variety of uses.

Working from home has also been ideal for Mctaggart who has attention deficit disorder (ADD).

The flexibility of the hours and a relaxed environment allows him to structure his day.

As an ADD personality, he likes to work when he is feeling most focused and he has structured his day around exercise which helps him to be productive and use his ADD as a strength.

Marketing yourself is one of the hardest things for a young business owner. Mctaggart says networking with friends helped him to grow, but as he learnt more about business he started networking with a purpose.

Today, he heads the Business Network Institute chapter in Pietermaritzburg as its president.

He also believes the best way to market yourself is to deliver on your promises.

“Running your own business means that you have to be responsible. You need to earn money, and make sure you deliver. The buck stops with you.

“You have to make it a success. I think that I have more flexibility.

“I can pick clients who I enjoy working with. I can make as much as I am willing to work for – but you also have to work for every cent.

“Overall, I think it means working harder but the work has more purpose.”

Mark Mctaggart can be reached at mark@righthand.co.za