INTRODUCTION xi1 WHAT IS A DESKTOP PUBLISHER? 1Who Needs Desktop Publishing? 32 THE MARKET AND OPPORTUNITIES 6What Is Success? 6Evaluate Yourself 7The Marketing Plan: Developing a Market Niche 7The Business Plan 143 MAKING YOUR BUSINESS LEGAL 16Naming Your Business 16Business Registration 18Sales Tax Permits 20Zoning By-Laws 21Business Insurance 21Start-up Information 214 RAISING THE MONEY 23Personal Savings 24Relatives and Friends 24Banks 24Personal Financing Options 25Private Investors 26Government 265 PRICING YOUR WORK 27How Much Does It Cost to Do Business? 27A Formula for Determining Your Fees 28Matching Your Previous Wage 30Seven Ways to Charge 31Don't Start with a Low Fee 34Variable Fee Scale 34Markup 34Budgeted Pricing 34Working on Spec 35Charges for Typical Projects 366 CHOOSING AND EQUIPPING YOUR OFFICE 37A Home Office 37viiCONTENTSRenting Office Space 39Rent a Mailbox 39Furnishing an Office 40Equipping an Office 40Internet Access 50Ergonomics in the Office 51Computer Software 527 MARKETING YOUR BUSINESS 55Prospecting 55Networking 55Ask Existing Clients for Leads 57Stationery 59Promotional Literature 60Advertising 61Direct Mail 63Introductory and Follow-up Letters 64Public Relations Tools 64Write an Article for Other Publications 69Use the Internet to Promote Your Business 69E-mail Promotions 708 PROJECT PROCEDURES 71Obtain Information about the Project 72Prepare an Agreement 72Open a Job Docket 72Establish a Production Schedule 72Contact Suppliers 73Prepare a Quotation 73Discuss Fee, Schedule, and General Concepts with the Client 73Begin Working on the Project 73Supervise Photo Shoot/Taping Session 75Complete Artwork 75Proofread 75Get Client Approval 77Produce Mechanicals 77Proof Mechanicals and Get Client Approval 78Deliver Film and Proofs to Printer 80Do a Press Check 80Deliver Printed Material to the Client 80Invoice the Client 80viii Start & run a desktop publishing businessReview the Project 83File The Project 839 MANAGING YOUR BUSINESS 102Twenty-Five Hours of Unbillable Time per Week 102Bookkeeping 103Taxation and Your Business 109Business Forms 111Credit Card Merchant Status 111Collection Tips For Accounts 11110 WORKING EFFICIENTLY 114Increase the Amount of Time You Spend on a Project 115Learn the Software Thoroughly 115Create Style Sheets 116Create Headers and Footers in Microsoft Word 119Create Master Pages 120Clean up Client-Supplied Text Files 121Change the Reader's Spreads to Printer's Spreads 122Efficient Computer Files Output Quickly 123Keep in Style 125Change Color of Trim Marks 126Working with Photo CDs 126Proofread 128Output Two Files on One Larger Sheet of Film 128Gang Two Jobs Together for Printing 129Communicate with Your Print Shop 129Update Hardware and Software 12911 DEALING WITH SUPPLIERS 130Dealing with Print Shops 130Dealing with Service Bureaus 135Dealing with Contractors 13912 OPPORTUNITIES WITH THE INTERNET 145What is a Web Site? 146An Opportunity to Promote Your Business 146Creating Web Pages 146Setting up a Web Site 148Maintain Your Web Site 149Promote Your Web Site 149Designing Web Pages for Clients 150Contents ixHelping Clients Who Want to Create Their Own Web Sites 150Pricing Web Page Design 15113 THE FUTURE OF DESKTOP PUBLISHING 152Competing with People from Different Industries 152Changing with the Industry 153SAMPLES1 Introductory Letter 662 Follow-up Letter 673 Confirmation Letter 684 Client Information Sheet 855 Production Order Form 866 Agreement of Terms and Conditions 877 Job Docket 888 Production Schedule 899 Printing Bid Request 9010 Price Estimate 9111 Quotation 9212 Time Sheet 9313 Project Summary 9414 Style Sheet 9515 Model Release 9616 Cleaning up Electronic Files 9717 Proofing Approval 9818 Printing Instructions 9919 Project Billing Worksheet 10020 Invoice 10121 Sales Journal 10422 Cash Disbursements 10523 Collecting Outstanding Accounts Letter 113CHECKLISTS1 Proofreading Checklist 762 Proof Checklist 813 Press Checklist 824 Service Bureau Checklist 137WORKSHETS1 Evaluate Yourself 82 Developing a Marketing Plan 123 Six-Month Budget 29x Start & run a desktop publishing business
