Caboodle

"I have to say I am very impressed and super happy that we partnered with you"

We've been offering a monthly pricing model for a few months now. Latest feedback has been real positive.

The challenge is scaling a monthly model. Yes if this is purely about lifestyle then 3-5 clients ticking over @ £4800 pm would suffice. But with this model, my target figure requires leverage, in the form of hiring.

I've trained/hired quite a few designers over the last decade. It is not easy to find a solid, reliable designer that can also smash communication! A pin in this for now...

Money is one goal (to provide options), but distance is the other.

The business needs to build value so that if I'm not about, it still runs well. This requires nurture—putting more in that you're taking out.

A mistake I made early on was looking at the 'design business' as a job. Do your hours, take, take, take, whilst putting nothing back in. That means no growth, and ultimately death.

The stuff you put back in? Reinvesting instead of taking max dividends. Identifying high-value skill gaps and training yourself in these skills so you can keep bringing more value into the business.

If you're comfortable, you're not growing. You better believe your competition is. For that reason, it's good to get uncomfortable when you start feeling a little too comfortable!

"Keep your back to the wall" — The Rock

When I set my first design agency up 12 years ago, I was so focused on chasing a never-ending amount, which I now feel is a trap.

There was also a lot of vanity — we rented the whole upper floor of a listed building, hired staff etc.

It was a fun whirlwind but man was it stressful. Having that big number to hit each month before taking any for yourself. Being responsible for other people and their families.

That's the opposite of freedom to me.

Now I do it differently — we cap the number of clients and focus more on quality of partnership. No HQ. No staff. I now have more time and make more than I did back then too.

Less clients = more time = better service & dedication = you can charge more.