Patricia van den Akker, founder of The Design Trust, is a creative business coach.
She began the last talk of the day by discussing the RSA Power of Small study, outlining how her experience matches up with their findings. She describes herself as the person who asks you all of the hard questions that you don't want to ask yourself about your business.
Knowing yourself and your business – There are 4 things that freelancers have in common: Independence, passion, drive to earn money, and ego (knowing that you've done a good job, & love of what you do). Use these 4 as a rating system. Do your clients tick all 4 boxes? How about your products?
The key questions – How do you want to feel about your business? Think about why you set it up in the first place – control? Think about how you feel now. How would like to feel? What would you like to be known for?
Your Specialisms + Your Target Market = Your Niche. – Why it's important to have a niche: you can't be everybody's friend; it keeps you from spreading yourself too thin; it allows you to become the 'go-to' expert (which people love!) and to raise your profile; it helps you to stand out in a competitive market;it's easier to get referrals and repeat business, and it makes running your business and marketing easier.
Questions about your business model – #1. How much money do you want to earn in 2 years time?; #2. How much does your turnover need to be to pay yourself that salary?; #3. How Will You Make That Happen?
Success Tips – #1: Turn your disadvantage into an advantage; #2: What you do doesn't make you unique. Start telling your story; #3: Keep sowing & weeding, growing & pruning. Your business is the biggest creative project you will ever work on.
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Watch Patricia's talk:
Patricia van den Akker from Small is Beautiful on Vimeo.
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Here's more from Patricia Van Den Akker through our Twitter live feed!
Next up: Patricia van den Akker of @TheDesignTrust. She coaches creatives & will give a workshop today! #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
"As a coach, I ask questions. You creatives don't like being told what to do!" – @TheDesignTrust #smallisb — Small is Beautiful (@SmallisB) June 4, 2014
Patricia is an older, female, immigrant professional – all boom micro-business owner categories outlined by RSA's Power of Small. #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
"I'm that person asking all those big awkward questions that you don't want to answer." – @TheDesignTrust #smallisb — Small is Beautiful (@SmallisB) June 4, 2014
"I've been made redundant 4 times. And you know what? I've learned so much from it. I'm a woman on a mission." – @TheDesignTrust #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
Patricia is working alone with 2 freelancers, playing with the big boys: commercial, non-profit, government & universities. #smallisb — Small is Beautiful (@SmallisB) June 4, 2014
4 things freelancers have in common: Independence, money, ego – knowing that you've done a good job, & love of what you do. #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
Patricia suggest using these 4 things as a rating system for assessing your clients. If all 4 things are present, you've hit the jackpot. — Small is Beautiful (@SmallisB) June 4, 2014
Why did you set up your business? How do you currently feel? How would you like to feel? – @TheDesignTrust #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
Next Big Question: What do you want to be known for? Your Specialisms + Your Target Market = Your Niche. #smallisb — Small is Beautiful (@SmallisB) June 4, 2014
Patricia likes working with ambitious people, people who want to be proud of their business. #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
Make sure you are a good boss to yourself-great advice from @TheDesignTrust #smallisb — Roanne Dods (@roannedods) June 4, 2014
What are the values that you want people to associate with you? You need to start pushing that. – @TheDesignTrust #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
?? The big question ?? "What do you want to be known for?" Do, tell..! via @TheDesignTrust #smallisb pic.twitter.com/qVUxC6MZQs — Jessica Armstrong (@jlarmstrong_pro) June 4, 2014
.@TheDesignTrust is fantastic. What people annoy you? Do the opposite. Be in charge of it. Appeal to and target the right people. #smallisb
— Nicola Balkind (@robotnic) June 4, 2014
"I don't want to see any more cushions with a fox or an arrow on it." The designers in the room liked that one! Be a trendsetter. #smallisb — Small is Beautiful (@SmallisB) June 4, 2014
How much do you want to earn in 2 years' time? "The uhming and the ahing that goes on when asking this question is UNBELIEVABLE." #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
When you understand your customer's perspective, it's easy to become a trendsetter. - @TheDesignTrust #smallisb — Tara Gentile (@taragentile) June 4, 2014
Don't be a small fish in a big pond; create your own pond @thedesigntrust #smallisb
— Emma Mortimore (@ZuzuEmma) June 4, 2014
If you think bankers are wankers you won't be able to sell to them: you have to respect your clients: @TheDesignTrust #smallisb — Roanne Dods (@roannedods) June 4, 2014
What is stopping you? What do you need to learn, have, do, be? Where do you get in the way of yourself? – @TheDesignTrust #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
More great stuff from @TheDesignTrust at #smallisb Where do you get in the way pic.twitter.com/eXHV4WxSRM — Sam Eccles (@sammyecclescake) June 4, 2014
Success Tip #1: Turn your disadvantage into an advantage. #2: What you do doesn't make you unique. Start telling your story. #smallisb
— Small is Beautiful (@SmallisB) June 4, 2014
Success Tip #3: Keep sowing & weeding, growing & pruning. Your business is the biggest creative project you will ever work on. #smallisb — Small is Beautiful (@SmallisB) June 4, 2014
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