How I Started My Interior Design Business
My journey as I started my own Interior Design studio based in Toronto began 5 years ago, in 2017. Please read my previous blog post on the “why.” I will outline some of the main steps I took in setting up the corporation. I hope this helps another Interior Designer who may be planning to open their own studio.
WHAT TYPE OF LEGAL STRUCTURE DO I WANT FOR MY BUSINESS?
One of the decisions that must be made is what type of legal structure will be selected, as the type of legal structure impacts your taxes, liability, etc. It was an easy decision for me to incorporate, as I knew the benefits of incorporation, having had experience with one while a partner in a former business. Establishing a corporation means creating a separate entity from yourself; your personal and business expenses are kept separate, company shares are created, etc. The other main options are Sole Proprietorship or Partnership. A business lawyer and Chartered Accountant can assist you with making this decision.
WHAT SHOULD I NAME MY BUSINESS?
Once I decided on the legal structure of the business, I then had to decide on a name. I knew I did not want to name the business after myself, so I brainstormed options. After filling a page with several names and doodles, I had it: Proggetti (pronounced PRO—JET—TEA). Progetti is an Italian word (Italian being my heritage language), is plural for progetto, and means “plans, projects, designs, schemes, layouts.” I altered the spelling to include two “G” s, representing my initials. I liked the word, with its three syllables, like my first name. I liked the way the word sounded - strong. I liked its simplicity and directness.
INCORPORATING THE BUSINESS
Once I decided on the business name, I reached out to my Chartered Accountant for guidance. I conducted a NUANS name search in Ontario, my base province. Not finding any conflicts, I proceeded with incorporation in Ontario, with my Accountant’s help. My accountant filed the necessary information and documents with the government. (A business lawyer can also help with this task and there are also online resources for someone to do this on their own.) Since I chose to incorporate, I also had to chose a business year end. A corporation’s year end does not have to end on December 31st. You can discuss a suitable year end date with your accountant.
BRAND IDENTITY DEVELOPMENT
With the company name confirmed and incorporated, I then engaged the services of a talented graphic designer to create the logo package, website, and branding. I wanted the logo to reflect the type of interiors I enjoy creating – one with a modern, minimalist look. I wanted a crisp font, black and white colours, and I wanted my initials, GG, emphasized graphically within the logotype.
With this direction, the graphic designer did her creative magic and presented options. After reviewing the designs, I selected the one - a logotype that emphasized the GG. The designer altered the font of the G so that parts of the letter form an “arrow” or “chevron” pointing upwards – symbolising progress, optimism, the future. I was happy. She nailed it! The graphic designer created a suite of complementary documents and products to support the brand identity. This included a smaller logo, one that isolated the GG within Proggetti, that I could use for my company avatar on social media platforms, for stickers, etc. Once the logo was set, I registered it with the trade-mark office.
Proggetti Inc.’s logo
Detail of Double “G” used in logo mark - typically used for social media avatars. Part of the “G” forms “arrows”/chevrons.
As a designer, details matter. There are little, big things that I find important. With regards to branding, one of those little, big things is my business card. The texture, weight and layout of the card were important, so we selected to print on a luxe business card. The card has a nice thickness and edge detail. It may be a small thing but shows potential Clients and other contacts that attention to detail matters to me. I cannot count the number of positive comments I receive when I hand someone my card!
Profile of business card
The website design came next. I purchased a domain name and decided on the website host and email suite.
DEVELOPING A WEBSITE FOR A NEW BUSINESS
Websites are an important marketing tool. Although I had been working in Toronto’s interior design industry for about 17 years at that point, it was mostly as an employee or business partner. I had worked on many commercial interiors and multi-residential interiors over the years. But I could not show any of that work - an obvious challenge for anyone starting their own interior design studio. Clients want to see images.
So, we did our best. The graphic designer developed a landing page (with plans to add to it as the business grew). I had completed a few private projects and had professional photographs of them. I had also won two design awards for one of the projects (Proggetti Inc. has won another award since then). With the help of the graphic designer and a copywriter who helped with the written content, we made it work.
Keeping on brand, we kept the layout and content clean and minimal. It was important for me to emphasize my professionalism and to make the images that I did have easy to view and click through. (We are adding to the website as we complete and photograph more projects.)
INSURANCE AND PROVINCIAL REGISTRATIONS
As a registered member of ARIDO (Association of Registered Interior Designers of Ontario) and IDC (Interior Designers of Canada), and as a BCIN (Building Code Identification Number) holder, I require insurance documents to practice Interior Design. So, in addition to General Liability insurance, I needed Errors and Omissions Insurance – which I purchased via Prolink, the main insurance provider in Ontario for Interior Designers.
I also registered the new business with the province’s Ministry of Municipal Affairs and Housing, receiving a company BCIN. The company BCIN, together with my personal BCIN, and proper insurance, allowed me to provide permit drawings for certain types of interior renovation projects within Ontario. (I renew these various registrations, fees, and insurances annually.)
There are other types of insurance to consider: commercial automobile insurance; commercial property insurance; business interruption insurance; business life insurance; Directors and Officers Liability insurance; loss of income coverage; etc. Speak to a knowledgeable insurance provider to understand your options.
OTHER START UP COSTS
As a start up, costs can add up quickly. I tried to keep my overhead as low as possible. I had already decided I would be working from home. But I needed tools to properly perform my work. I kept things simple by starting with a quality laptop that could perform well with the graphics-heavy software required. I selected a Lenovo ThinkPad. I purchased an AutoCAD LT subscription (my preferred CAD software), an 11” x 17” colour printer/scanner/copier, and other relevant software, etc. I registered for a new business telephone account as well. Additionally, I needed to open a business banking account. Through research, I decided a credit union would be a better option than one of the big banks. (The fees are lower with a credit union, and the service I receive is personalised.) At minimum, you will need a chequing account and a business credit card (to separate business expenses from personal expenses).
CONTRACTS AND SYSTEMS
Designers, like other consultant-based businesses, need a good contract. A good contract communicates your services, terms, fees and helps protect you and your client. My contract is based on one provided by ARIDO. I tweaked it to suit my business. (It is best to hire a business lawyer, one preferably familiar with the Interior Design profession, and have them review your contract or have them create one for you.)
I also needed to develop business systems and various templates for my projects, drawings, specifications, and presentations that could enhance my brand and create organisation. This is still a work in progress, and I tweak and improve as I go and grow.
ESTABLISHING INDUSTRY CONTACTS WITH CONSULTANTS, CONTRACTORS, VENDORS AND A&D REPRESENTATIVES
We do not work in a silo. To successfully design interiors, we must collaborate with other consultants, contractors, fabricators, vendors, and Architect and Design representatives. During a project, I consider these lovely people an extension of my team and it is important we communicate clearly and respectfully.
I began by letting my existing A&D representatives know of my new business. Along the way, I also reached out to new vendors and A&D representatives. Vendors typically want proof of membership with ARIDO or other professional associations. By establishing trade accounts, I was allowed access to samples and trade discounts.
I also created a list of potential vendors, contractors, and fabricators I would want to work with should opportunities arise. I always add to my list when I meet someone or learn of a company via social media or by referral.
EVALUATING AND CHOOSING THE BUSINESS’ PATH
One of the advantages of being your own boss is choosing your business’ path. I am always evaluating what type of projects I enjoy working on and what type of personalities I enjoy working with. Not all projects, budgets, locations, and people will be suitable for me. And I am aware I may not be suitable for all projects and people.
As both a commercial and residential Interior Designer in Toronto, I benefit from having experience in both sectors. It allows me to take on a variety of interesting and varied projects. It also allows me to pivot should the market slow down in one sector.
Through it all, I am also thinking about my responsibilities to my clients, my industry, our environment, my community, my brand, and myself. After 5 years, I am still learning. I still make mistakes, but it is all part of the growth. I am a sole owner, and it can sometimes be hard to bear all the responsibilities. But I have a team of consultants and colleagues who I trust to help me on this journey.
I hope by chronicling my steps and thought processes, I am helping a designer who is considering starting their own studio.
Good luck on your own journey in design!