You haven’t heard from me in a while and I thought I’d check in and share a bit about my interior design business pivot, in case you happen to be considering a pivot too.
I know, especially since the type of year (well, year and a half now) we’ve all had, that everyone is likely starting to evaluate what they are doing and how they are doing it. I imagine many are wondering if this high demand for our work, created by everyone being home a lot, is actually going to continue or slow down sometime soon.
I did my own evaluation about 3-5 years ago and have been slowly pivoting to a business model that includes more free time, flexibility and is giving me an improved bottom line.
I’m not here to debate the advantages of a larger business, increasing overhead and expenses by hiring help, scaling bigger to handle more projects, selling product as the best source of income, flat fees vs hourly, or anything like that.
Those are all good things and if your goal is to get bigger, that is no doubt the path to follow. I’m just sharing what is proving to be an interesting and rewarding path for me, which has been exactly the opposite of getting bigger.
If you can take something away from this, please do. There might be some tidbits in here that you could put in your back pocket for later, sometime down the road.
Interview on Clubhouse With Another Industry Pro
What made me feel the urge to share here was that I did an interview with Scott Koehler on Clubhouse, where we talked about this topic. He made a recording of the interview and has a copy that you can listen to if you are so inclined. It was fun to discuss these things with another industry veteran.
Scott will happily share the interview in the recorded and transcribed form with you, but you have to email him and request it. Here’s his email here.
Timeline of My Slow Business Pivot
First, a little set up of what has transpired.
2017 - Moved out of my 1000 sf design studio to a new location down the street, about half the size, to a WeWork type of space with a community conference room, lobby, breakroom. I wrote a post about that office move and my reasons for that here.
2019 - After two years in that space, moved my office back to my home and let my last team member go. Started using a VA type service for drafting and renderings.
Built out my studio in one of the three bays of my garage, increasing my property value by more than $20,000!
While I was making money on my blog with some affiliate linking, some pdf download sales and then with my Designed in a Click™ consultations, I joined an ad network and put ads on my website as a way to make passive income at the very end of the year, mid-November. (It has been wonderful and surprising!)
2020 - My project work didn’t change at all during the lock down or time thereafter, except that I got busier. The jobs I had grew in size and the remodeling design I was doing turned into full furnishings jobs. My email consultations became very popular and my blog did really well with traffic since everyone was online.
2021 - I’m just now finishing those furnishings jobs with last bits of the installations, as everything is dragging in and product is becoming even more difficult to procure for projects (as you all know!).
I have four current projects now in the works, mostly remodeling design, as I’m hesitant to get into product sales again with the state of the industry as it is. I have two TX hill country properties I’m working on, one a new build and one a remodel, a local kitchen remodel that has just started construction, and another local remodel that is a quick refresh of mostly the downstairs before the homeowner moves in.
I am taking fewer projects and being very selective with the ones I take, to make sure I’m not overwhelmed with a heavy work load and can still enjoy the people and clients I serve. Since I have a nice, steady income, produced with my online endeavors, I can afford to filter my projects more. I also don’t have a heavy overhead monthly burden, so that keeps me from having to take jobs that are perhaps not the best fit, just to keep the business running.
My email consultations continue to roll in every month, they help to provide content for my blog and bring some income too. I balance these with my project work and content creation for my blog and social media.
I put out one new downloadable pdf this year, hoping to do one more by end of year. I had new graphics done for the covers of my pdfs for a consistent and stylized look for my shop.
Here’s one of the whole house projects I’ve been working on for the last few years. It was an addition and full gut remodel, kitchens and bathrooms, etc. Last summer (a year ago) they decided to add the furniture to the job, right about the time furniture availability and shipping came to screeching halt. :-)
Great room after the second partial installation. Our commissioned art and all the accessories were still to be installed. This project required several partial installs since the product was just coming in so randomly. carlaaston.com
Getting our commissioned art piece, by Scott Kerr, hung over the fireplace, in July. I still have one more art piece and a gallery wall of family photos to receive and install for this job before I photograph the project professionally. (It’s like pulling teeth getting all these final bits done and finished!!) carlaaston.com
This PIvot Was Part of the Plan For Years
I’ve pretty much stayed on the path I created for myself back when I first started this shift in 2017. I wrote a blogpost about my goals, in 2019, on this blog. It’s fun to see how I have stuck to these and haven’t really changed my vision, even through all this crazy last year and a half. :-)
I guess the best outcome of all this for me, and the reason I am sharing, is that I haven’t sacrificed money or involvement in my business or design by getting smaller with my business footprint. In fact, I’m doing better all the way around because of the diversification of income and my lifestyle changes. (I’ve even gotten more focused on my health and I’m losing weight because I have time for that now!)
I have learned there is no one way to master this business and you can create a business that is the best path for you, your life, your needs, and your passions.
Leaning In To My Strengths
I have found a better place for me and my business by leaning in to what I love, focusing on my strengths and getting the best out of those.
I realized a long time ago that I am not a good people manager, I’m not a good software draftsman or renderer, I rather hate procurement, and I prefer minimal client involvement.
I love problem solving, moving through jobs quickly, providing just the right solutions and letting someone else pull it all together. (And I don’t necessarily like having that someone else that pulls it all together under my business umbrella. I prefer a real hand off to a separate entity that I have vetted and will keep me in the loop, but take full responsibility for delivering the vision.)
I love hand sketching out ideas and putting together simple storyboards.
I love content creation and publishing, writing and sharing photos. I love giving examples of how solutions work.
I love helping the average consumer find solutions for their home that won’t waste their money or time.
These are not only things I love to do, but I am really good at and they come easy for me.
Simple storyboard for Great Room Furnishings | carlaaston.com
Great room sketch | carlaaston.com
Lessons I’m Still Learning
You don’t have to know everything, be everything, do everything, be in charge of everything to get what you want out of your business. You just have to be really good at what you choose to do.
So, if you want to hear lots more details and listen in on a conversation with two people who have been through various stages of this industry’s business, check out the recording of the talk Scott Koehler and I had. Here’s his email again. :-)
My affordably priced guide to the ins and outs of one-time consultations was updated this year. Check it out here.
