1. Taking the plunge : a daunting, energizing journey -- Facing the reality of entrepreneurship -- Early missteps : an object lesson -- Partnering -- Do you really need a business plan? -- Building a brand voice -- 2. Setting up house : firm fundamentals -- Self-discipline : the first key to success -- How should I structure my business? -- Bookkeeping : why some things are better left to others -- Location, location, location : not so much anymore -- Vendors : strategic alliances you can't grow without -- The lowdown on markups -- You're not alone : tales and tips from other creatives -- 3. Design firm management : tools and templates -- Managing big-budget costs -- The print production specsheet -- Cashing in on media commissions -- Tracking sales efforts -- Assigning project identification : the key to efficient administration -- Time tracking : the key to managing profit -- The ledger : documenting and tracking receivables -- Invoicing : structuring how you get paid -- Managing cash flow -- Progressive billing : the key to staying solvent -- 4. Designing a relevant firm image -- Focusing on a defined practice area -- Defining your USP -- Designing for business -- Showcasing your qualifications -- 5. Communicating credibility -- Shaping an image that shapes perception -- Getting to know your prospect : pre-pitch research -- Honing presentation skills -- Overcoming jitters -- 6. Effective business writing : the cornerstone of firm growth -- Good design is no excuse for bad writing -- The new contact introduction letter -- The follow-up letter -- 7. Crafting a winning proposal -- Composing the real art of the deal -- Establishing creative methodology -- 8. Time management : the key to design firm profitability -- Juggling the time clock -- Establishing baseline time rates -- Establishing billable time rates -- tracking billable time -- The new project start-up package -- Tracking billing information -- Project content folders -- Tracking progressive expenses -- Handling downtime -- 9. Effective marketing : your passport to success -- Sales : an unavoidable reality -- Absorb like a sponge -- The importance of taking a worldview -- Self-promotion -- Testimonials : harnessing the power of praise -- Capitalizing on peer recognition -- Taking the chill out of cold calling -- Promotional marketing -- Avoiding the "eggs in one basket" predicament -- 10. Growing your firm in any economic climate -- "We" vs. "me" : the art of shaping perception -- Leveling the playing field -- Corporate chemistry : adapting to cultures and personalities -- Hooking the big fish -- Mining the media -- Mining other income streams -- The nondisclosure agreement -- 11. Sidestepping obstacles in your firm's path Getting past the gatekeepers -- Dealing with deadbeats -- When good projects go bad -- A sobering reality and a bright outlook -- A final word (or two).