Includes bibliographical references (pages 327-333) and index.
Contents:
Why am I doing this? -- The vision -- The value proposition of culture -- Culture and vision -- Communication -- What is good? -- Ideas -- Process -- Working for other agencies -- Pro bono work -- The basics -- The emotional -- The pitch -- The rational -- On partners and partnership -- The team -- Employee retention -- Employee departures -- Bootstrapping -- I want to get rich -- On growth -- Banks and funding -- Starting up -- How much to charge? -- SOWs, MSAs, and in-pros -- Tracking time -- Billing, collections & cash flow -- Working with vendors -- Employee expenses -- Expanding beyond your core -- How much is my company worth? -- Creating a product in your service firm -- Working for startups -- Case studies of startups within an agency -- Getting acquired -- The fear.
Summary:
As large agencies have struggled to adapt to the digital age, they have come to rely on these freelancers and specialists. Increased marketing fragmentation and brand's need for specialists means that the time has never been better for a freelancers or niche service providers to build their own small firms. All they're missing is the guidance they need to find their footing. Webb provides a comprehensive guidebook with the knowledge, strategies, and understanding they'll need to make the exciting transition into a modern creative services firm.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.