Enhanced descriptions from Syndetics:

Graphic design is a unique business, requiring its own distinct management style and operations agenda in order to run efficiently and maximize profitability. This is the first comprehensive business manual for graphic design firms of all sizes, providing specialized tips tailored to the specific goals and needs of design companies. Divided into four sections that treat the cornerstone concerns of every successful business--organization, marketing, personnel, and operations--the book details how each of these areas functions in the design world, and what firm principals and managers can do to optimize their efficacy. The appendices include sample business forms and documents to help put the information into practice.

Table of contents provided by Syndetics

• Preface
• Section 1 Organization
• Chapter 1 A Solid Foundation (p. 17)
• Two Personal Essentials
• Legal Structure
• Ownership Sharing
• The Need for Business Planning
• Developing the Business Plan
• Chapter 2 Structure and Facilities (p. 35)
• The Benefits of Structure
• The Chain-of-Command Business Model
• The Coaching Business Model
• The Associate Business Model
• Facilities Requirements and Budgeting
• Lease Negotiation
• Buying Your Own Space
• Chapter 3 Outside Support Services (p. 51)
• Accounting Services
• Bookkeeping Services
• Banking Services
• Insurance Services
• Legal Services
• Arbitration and Mediation Services
• Consulting Services
• Section 2 Personnel
• Chapter 4 Organizing (p. 77)
• How Organized Are You?
• The Case for Clearly Defined Policies
• What Employees Want to Know About
• An Organization Chart
• Employee Handbooks
• Publishing Employee Handbooks
• Job Descriptions
• Noncompete Agreements
• A Note to You
• Chapter 5 Hiring (p. 95)
• Staffing Norms
• How About a Virtual Staff?
• Working with Outside Help
• Using Interns
• Finding Qualified Applicants
• A Great Book is Not Enough
• Interviewing Applicants
• Evaluating Creativity
• Salaries and Benefits
• Informing Applicants
• Chapter 6 Motivating (p. 115)
• How We Are a Little Different
• Intangible Motivators
• Tangible Motivators
• Evaluating Employees
• Giving Raises
• Chapter 7 Creative Direction (p. 131)
• Understanding the Need
• Defining the Ground Rules
• Adopting a Two-Step Process
• The Time for Nondirection
• Stimulating Creativity
• Critiquing Constructively
• The Preliminary Test
• The Creative Review
• Chapter 8 Dismissing (p. 143)
• Downsizing Considerations
• Dealing with Problem Employees
• Trying to Change Bad Habits
• How to Say Goodbye
• Section 3 Marketing
• Chapter 9 Positioning (p. 155)
• Marketplace Trends
• Is it Better to Specialize?
• What About Broader Positioning than "Graphic Design"?
• When is a Design Firm Something Else?
• Mission Statements
• Positioning for the Future
• Chapter 10 Promoting (p. 171)
• The Many Benefits
• Design Firm Fundamentals
• Advertising
• Web Promotion
• Direct Mail
• Reputation Building
• Publicity
• Networking
• Volunteering and Pro Bono Work
• Creative Competitions
• Chapter 11 Selling (p. 189)
• Is the Web Changing Things?
• How Much is Enough?
• Hiring Salespeople
• What to Expect From a Salesperson
• Qualifying Clients
• Talking the Talk and Walking the Walk
• Pitching Revenue-Crucial Projects
• Pitching High-End Projects
• Pitching Moderate-Visibility Projects
• Section 4 Operations
• Chapter 12 Pricing Your Services (p. 213)
• Hourly Fees
• Price by Value?
• Markups
• Commissions
• Noncash Compensation
• Working on Retainer
• Provide Volume Discounts?
• Give a Break to Not-for-Profits?
• Raising Prices without Raising a Flap
• Determining Client Budgets
• Chapter 13 Working with Clients (p. 241)
• Give 'Em What They Need or What They Want?
• Coping with Client Incompetence
• Conflicts of Interest
• How Many Concepts?
• Give Up Computer Files?
• Danger Signs
• Surveying Client Happiness
• Outgrowing and Resigning
• Chapter 14 Grow the Business? (p. 273)
• How Big?
• Size Control
• What's the Right Business Mix?
• The Three Business Stages
• Managing Growth
• New Business from Old Clients
• Adjusting Work Flow
• Electronic Help
• Chapter 15 Financial Issues (p. 299)
• Funding Operations
• Figuring Profitability
• Improving Billable Efficiency
• Balance Sheets and Income Statements
• Benchmarking Trends
• Avoiding Risks
• Chapter 16 Personal Issues (p. 335)
• The Perils of Perfectionism
• The Entrepreneurial Disease
• Avoiding Burnout
• Valuing the Business
• Cashing Out
• Section 5 Appendices
• Appendix I Twnety-Five Management Standards (p. 357)
• Marketing Standards
• Operating Standards
• Financial Standards
• Appendix II Six Management Case Studies (p. 365)
• Case Study 1 Self-destructive Management
• Case Study 2 Dealing with the "Gorilla Client"
• Case Study 3 Fast-Growth Danger Signals
• Case Study 4 Not Making Tough Decisions
• Case Study 5 Relying on Referrals
• Case Study 6 Failing to Institutionalize the Company
• Appendix III A Designer's Short Course in Marketing (p. 379)
• A Marketing Orientation
• What It Is and Isn't
• Marketing Focus Versus Customer Focus
• Marketing Structures
• The Four Ps of Marketing
• Strategy and the Marketing Mix
• Marketing Plans
• Marketing Plan Formats
• Marketing Plan Style
• Appendix IV Samples and Forms (p. 391)
• Formal Business/Financial Plan
• Estimating Worksheet
• Letter of Agreement
• Detailed Proposal
• Employee Handbook
• Agent Agreement
• Work-for-Hire Form
• Emergency Planning Form