Savvy Socializer

Designer Matchmaker

Coming Up: Jon Paul uses his online dating skills to pair the perfect designer with his vision.

Designer inspiration from Tim Gunn

Previously on BizSavvyBlogger: Before his blog redesign, Jon Paul conducts a SWOT call to hone his vision.

After conducting an assessment of strength and weaknesses, and with a clear vision at to what I needed in a redeveloped blog—something fresh and fun with an optimistic spirit and flexible structure—I wrote a few background paragraphs about me, the blog and the future of the blog.  In short, I explained that I had outgrown my first blog that was a reflection of my sitcom-life, and like Oprah, needed an entire network.  I wanted a blog design that could accommodate shows about travel, food, culture and technology, and be flexible enough for future programming decisions.  Now I was ready to find the perfect design firm that could make my vision a reality.  Taking inspiration from style mentor-guru Tim Gunn, it was time for “designers to gather ‘round.”  But where to find the perfect match?  This was going to be like dating.

Friendly Referrals
To start, I asked for recommendations from bloggers whose sites I admired.  FromMe-ToYou.Tumblr.com has a nostalgic look that really reflects her personality.  Unfortunately, her designer was too busy to take on my project.  Homesick Texan has a clean, polished yet fun look.  Lucky her, she designed it herself and was tied up working on her next cookbook to give me a hand.  Not to worry, I didn’t meet my partner through friends anyway.

Online Outreach
Without any clear recommendations, I decided to conduct a blind online search.  First, I “googled” blog designers online, paying a lot of attention to their own sites.  I was interested in firms who really shared their knowledge—had a blog or other tips with lots of client references.  The ones with their own blogs were particularly helpful because I could get a sense of their personality and approach.  Two firms jumped to the top of my list: One Mighty Roar based in Boston, and Dizzain.com, that I suspected might be based overseas.

The idea of a firm not nearby didn’t initially scare me.  As Thomas Friedman would tell us, “the world is flat.”  I’d been reading the book The Developing World by Fredrik Haren who argues that there’s a creative class rising in the developing world that can accomplish these types of projects at great cost efficiencies.  Plus, they typically want—and will work for the business—even harder.   So Dizzain.com got an email inviting a proposal bid, as did One Mighty Roar.

At the same time, I posted my project description on a freelance marketplace board associated with Mediabistro.com.  While the exact marketplace doesn’t exist on there anymore, they still have a similar matching service.  One firm contacted me from the posting: Kern+Lead, calling themselves a “new idea agency.”  I was intrigued.

Dating
In my prior life as a marketing/PR professional, I’ve been on the receiving end of “request for proposals” more times than I can care to count.  The process always feels like dating—both the client and the firm are feeling each other out (up?) to see if it’s a match.  And like dating, I always say you need to pay attention to every little clue.  The three firms I chose to date played out to specific types:

  • The Eager Beaver.  Within an hour of getting a Saturday afternoon email from me, Dizzain replied with a form asking detailed questions.  My responses would help guide their bid.  They got huge points for promptness.  Throughout the process, they followed up regularly to see if they could answer additional questions.  They weren’t pushy or aggressive, just enough to let me know they were interested in my business.
  • The Hipsters.  One Mighty Roar took a little longer to respond, but when they did they were funny and engaging.  Kind of like the cool kids in the class.  But then they missed the deadline for submitting the proposal without much explanation—kind of like were paying attention to cooler (larger) clients than myself.  But I have to admit, that kind of made me want them—like they were the bad boys.
  • The Confident Kid.  In the first call with Kern+Lead, I was immediately comfortable with them.  They were cool and creative like A Mighty Roar, but not in an affected way.  There was something about them that felt confident if a bit understated, plus they understood the concept and had a proposal back within a week.

The Proposals
After introductory calls with each firm during which I answered questions about my vision, everyone delivered a full proposal with associated costs within a week.  Except for The Hipsters.  One Mighty Roar emailed me to let me know they were busy with other projects but still interested in working with me, and ended up delivering their proposal over a week after Dizzain and Kern+Lead.  That was a red flag.  While One Mighty Roar delivered a proposal that was right on track, I assumed they were probably inundated with business and that I would take low priority.  That meant they were off the list.

In terms of pricing, the remaining two, Dizzain and Kern+Lead were thousands of dollars apart.  Turns out what I had been reading about overseas firms was true: they could deliver at a fraction of the cost.  But one thing I have learned throughout my marketing career, don’t let decisions be made just on budget alone.  There was a lot at stake for me personally in the redesign, so I needed to consider all options.  Smartly, Kern+Lead invited me to their offices to meet the team in person and get my questions answered.  Unbeknownst to them, they were playing up their strength over their competitor—proximity and the ability to have an in-person relationship.  When they told me their address in the real Alphabet City, I had a good feeling about our hooking up.

The Marriage
Ultimately, my decision came down to which firm was the best match for my needs and working style—at that moment.  I decided that my vision was just quirky enough that I needed a firm that I could meet with in-person.  My concept required the firm to have a certain sensibility and I wasn’t sure it was something I could communicate solely over Skype.  When I explained to Kern+Lead the financial situation, they were willing to meet me half-way explaining to me some of the fancy social media elements they would need to remove from the design in order to reach that budget.  I was impressed with their willingness to compromise, as well as their straightforward assessment of the situation.  It seemed like we both wanted to get hitched on this project.

To bring things to a close, I communicated my decision—and reasons—to both One Mighty Roar and Dizzain.  I’ve always appreciated honesty from potential clients when I didn’t win business, using it as a learning opportunity.  Each of them understood my reasoning, and One Mighty Roar has been in touch since saying things are calmer, they are better staff, and that they’d still love to work together at some point should the situation arise.

Now it was time to get down to design business.  But in order to get started, Kern+Lead assigned me some serious homework.  Wait.  For me?  Wasn’t I the client?  Oh, no.

Biz Savvy Blogger Design Search Tips

Do It Yourself.  Referrals from fellow bloggers for designers is good, but don’t limit yourself.  Search online for firms with skills that match your needs, and a portfolio of work that impresses you.

Be Clear & Consistent.  Articulate your vision and your needs in writing, but follow-up with a phone call with every chosen firm.  Make sure the playing field is level by giving each firm the same information and access.

Know Yourself.  The decision becomes easier when you know what it is you want and how you work.  If all you need is a simple redesign of a functioning site, an overseas firm like Dizzain may be the way to go.  If you need more in-person interaction, you might need a designer nearby.

More than Money.  While the amount you spend is an important consideration, your blog is a reflection of you, something people will see on a daily basis—like a stylish pair of glasses.  So you might have to spend more to get exactly what you desire.

Communication is Key.  During the dating process, it is important to let the firms know what’s going on—they have businesses to run, too.  Let them know when you expect to award the contract, and if there have been delays.  It’s the common courtesy they should show you as well.

Next on Biz Savvy Blogger: Jon Paul’s homework requires him to dig even deeper into his brand—giving him nightmares.

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