Eric W. Reinholdt - Architect and Entrepreneur: A Field Guide to Building, Branding, and Marketing Your Startup Design Business

Think big, start small, learn fast. Eric Ries

Opening my business has been the best career decision of my life. Ive written this book as the handbook I was seeking when I transitioned from employee to founder. I hope it inspires you to create your own path.

Before opening 30X40 Design Workshop , I was searching for a recipe for starting an architecture business. I wanted specifics, a checklist; a step-by-step instruction list to parcel out the monumental into the manageable. I wanted a framework that I could plug into when I had free time - in the early mornings, during my lunch break, and in the evenings.

But I couldnt find one.

The AIA (American Institute of Architects) publications were uninspired and outdated. The Handbook for Professional Practice and Architects Essentials of Starting a Design Firm each read like contracts. They were primarily written for those intending to build colossal firms, not a sole proprietor building a business in the 21 st century. I found myself laughing at some of the antiquated advice about marketing and software, including a recommendation for PaintShop Pro? Really?

I had questions, probably the same questions you have. I wanted to understand how to interview, what kind of website to build, what software I needed, how to structure my contract and how to get paid. What were the real-world business situations I would face?

If youve been searching for similar practical information, this book is your field guide.

My career in architecture has followed the well-worn path of many architects before me; from professional degree to internship to licensure and on to practice. I graduated with a Bachelor of Architecture in 1996 and pursued design work, at varying scales, throughout New England schools, health care facilities, civic institutions and private homes. Most of my working life was spent in a conventional 8am 5pm (quite often much later) studio environment.

I commuted an hour each way, every day and with every job I held. I completed time sheets accounting for my every sixth minute (1/10th of an hour) of billable time. I had always worked for someone else and was rewarded for my loyalty every two weeks with a paycheck. It felt like a stable existence.

Still, I longed for something different. I wanted my own practice. But that was an idea reserved for an indeterminate time far in the future, a time when there was plenty of work and when I was ready. I treated this idea as sacred, it was one that I kept like a trophy on a shelf, where I could pick it up and dust it off occasionally. Every time I entertained the thought that part inside me thats wired for survival and protection -- what Seth Godin calls the Lizard Brain --protested and logically advised me not to.

I found that discussing the idea with friends or family was far easier than actually executing and delivering on the promise. Discussing it, in a way, felt as if I had already done it. Announcing it to others without any sort of accountability satisfied the desire without demanding action.

Id like to have more work lined up before I make a go of it. Probably next year, I would say.

Of course, the next year would arrive, my salary would be slightly higher, my children would be one year closer to college and Id be committed to another design project in the office that Id want to see finished.

Does this sound familiar? Are you this architect or designer?

In early 2013, on the cusp of turning forty, my dream job designing high-end homes on the coast of Maine was facing uncertain times. My employer had cut office salaries by 20% and gave us the choice of working for no pay on Fridays or pursuing outside work on those days. I once again picked up that precious trophy, dusted it off, listened to the protests of my lizard brain and this time, I ignored them. I knew this was my chance to get started building something I could call my own and a business capable of supporting my family.

The process of designing architecture, working with clients and building buildings, that was familiar territory. I knew I could do the work, but at the time I knew next to nothing about operating a business. So I read. I began with the AIA (American Institute of Architects) Architects Essentials and The Handbook for Professional Practice. But they seemed to describe a historic past. I was looking for a handbook I could reference when I had a question.

I turned to online resources, blogs, forums and articles and found a group of young professionals grappling with the same problems. The information I discovered there was timely and based on real experiences. These were individuals designing practices like I was from nothing and succeeding. I read case studies, listened to podcasts, corresponded with pros who made the leap before me, studied business plans, made lists, sketched out weighted average decision matrices, pondered, and researched some more. Every time I found new information I felt as though I had just scraped the surface of what was available. I had so much more to learn.

Research paralysis is common; its also a subconscious delay tactic. It keeps us safely in the harbor when we need to be fishing. Reading and researching about how to open a design practice is a necessary part of the process. Following others who have built successful businesses too. But as I look back, I can tell you that theres just no substitute for that important first leap. Reading about it can be reassuring, but stepping out is required . One cant possibly know all the questions one needs to ask when sitting in the relative comfort of a salaried job.

The experience of sole practice has taught me what no amount of research ever could have. The truth is theres nothing you can do to escape the labor in front of you when you set out on your own. Building a business is hard work. Youre investing in an unknown asset, giving it form; shaping it from nothing. Crafting a brand and a business to support you will probably count among the most difficult things youve done in your life; it will also be one of the most rewarding.