The Business of Design, an Interview with Rita M. Miller of Desktop Design
Rita M. Miller is the owner of Desktop Designs, a desktop publishing and word processing business in Baton Rouge, Louisiana. In this interview by Michael S. Spears, Rita talks about her first year in business. Contact Rita at: 70274.3075@compuserve.com
Michael S. Spears is a writer, copyeditor, and proofreader. He formerly copyedited and proofread the print edition of The INK Spot magazine.
In this interview, conducted by email, Michael asked Rita about how and why she chose to start a new home-based business, the breakdown of her clientele, the hardware and software she uses, and her take on working from home. New and startup businesses especially can learn from Rita's experiences.
MSS: Rita, when and why did you decide to go into business for yourself?
RMM: Summer 1995. I had done a lot of document design & word processing when I worked in the West Boylston Public School system in Massachusetts from 1981 to 1993, before I got remarried, and I enjoyed that kind of work immensely.When I moved down here, my new husband had a "shift-work" job where he would work a couple days, have a couple days off, then work a couple nights, etc. If I had a regular 9-5 job, we never would have seen each other.
It wasn’t really financially necessary for me to work, but I enjoy it so much, that I decided to try to do it out of my home.
Actually, what spurred me to do this was seeing different take-out menus from various restaurants in my area. I could tell they were probably done by one of the owner’s relatives, who knew little about document design.
I picked up a couple of them and brought them home to do them over. I sent the new ones back to those restaurants to show them what could be done to make their menus more appealing. At the time, I didn’t have my company name, so just gave them my name and phone number, in case they wanted me to make later revisions. I never heard from them, but it was such fun doing the menu make-overs that I decided to try my hand at starting up the business from home.
MSS: You say you came to Baton Rouge from Massachusetts. When was that and why did you move to this area?
RMM: I moved here Dec. 31, 1993. I met my husband on CompuServe in the Spring of 1993 and we were married here on Dec. 8. Since he was to be the breadwinner, I moved here because of his job of 17 years.
"If I need to make a personal appointment during normal business hours, I don’t have to ask the "boss" if I can have the time off."
MSS: How did you set up your business, and why did you decide to name it Desktop Designs?
RMM: There wasn’t really much to set up, since I already had everything I needed to start a word processing business -- computer, printer, software, expertise.All I needed was clients.
I have since upgraded my computer, and I stay as current as possible with my software so as to have all I need for my clients and to be able to do it as quickly as possible. Desktop Designs more or less describes what I like to do in this job -- design documents from my desktop computer.
MSS: Who else is involved with you in your business?
RMM: Just my husband, and though he has his own 3D animation business, I use him as my critic when designing documents for clients. His suggestions and support are invaluable to me. Oh, and he also answers the business phone if I’m not available.
MSS: We know that you do desktop publishing and word processing, but kind of projects does that involve? What other sort of work do you do?
RMM: I do academic/student typing, résumés, greeting cards, mailing lists, certificates & awards, wedding programs and invitations/announcements, menus, thank you notes, envelope addressing, correspondence, flyers, transcription, almost anything that can be typed into a computer.
MSS: What are your specialties?
RMM: So far in my business, I’ve done mostly résumés, student typing, and school manuals, but when I worked at the school in Massachusetts I also did music programs for school concerts, graduation programs & tickets, flyers, specialized forms, handbooks. I really enjoy "designing" projects. I just did a flyer for a real estate agent that she used as in insert in a local newspaper.
MSS: Tell us about your clients. What's the percentange of student typing and design work or other types of clients?
RMM: Probably about 40% student typing, 50% résumés, 10% other types of WP & DTP.
MSS: Who are your competition? How competitive a market is this?
RMM: As far as I know, there are only 2 other places in town that do this (at least in the Yellow Pages).
MSS: How much of your business is local? Are local contracts more lucrative, easier to complete?
RMM: About 95% is local. I do have some long-distance work that I do through either e-mail or postal mail. I like local work better because I actually get to talk to people face-to-face that way. Also, if there are changes to be made, I can make them (usually) while the customer waits for them.
MSS: How do you get paid for your work?
RMM: My business is strictly cash on delivery. When a client picks up his work, he pays for it then. For larger projects, I may require a deposit before starting.
MSS: What about taxes?
RMM: Since I haven’t been in business long enough to show a profit, I haven’t had that problem yet.
MSS: Does your business involve any special legal or insurance requirements? What about any government permits?
RMM: No special insurance requirements. In order to open a business checking account D.B.A. (Doing Business As) Desktop Designs, I had to apply for a trade name. This is done through the Secretary of State’s office.
"I already had everything I needed to start a word processing business -- computer, printer, software, expertise.
All I needed was clients."
MSS: Those just starting out in this business are always curious about how much money they can make. How much have you made?
RMM: This was my first full year in business, with very limited marketing (only 6 months of being in the Yellow Pages, some ads in the LSU student paper, and some word of mouth advertising). I made about $1600 in 1996. Once I begin an intensive marketing campaign, I’m certainly hoping to increase this.
MSS: How do you manage working from home? What is your schedule, your office setup?
RMM: Working from home is great! We are really homebodies anyway, so we’re quite comfortable being home all the time. We have a separate room in the house where we share an office. It’s becoming quite crowded now, but we’re in the process of building a new house which will have a bigger room for our office.I try to be available to clients during normal business hours, but by working from home, I’m able to be available to clients that can only make appointments in the evening or on weekends. I try to be as flexible as I can for the convenience of my clients.
MSS: Computer equipment is a major concern and a major expense for new businesses. What sort of software and hardware do you use in your business?
RMM: I started out with a 486-33 computer with 8 Mb of RAM and 640 Mb of hard disk space. Also, I have two HP LaserJets -- a Series II and a model 4M. Shortly after starting my business, I bought a Windows 95/Windows NT Pentium-133 with 64 Mb of RAM and 12 Gb of hard drives. I also bought a color scanner and a color printer.I use WordPerfect for most of my word processing and CorelDraw for graphics, although I have quite a few other software programs that I haven’t quite mastered yet.
MSS: How do you use faxes, express mail (or commercial carriers), online services, and electronic mail in your business?
RMM: I have a standalone fax machine, so if a client can’t get to my house to drop off work, he can fax it to me. I’ve had a couple of clients do this.I use Priority Mail & Express Mail through the US Post Office to do work for my former employer (West Boylston School Department) in Massachusetts. I use FedEx and CompuServe e-mail for some long distance work I do.
I use e-mail rarely, though, because the recipient either must have the same software setup that I do, or have a printer, in which case I have to give the client the specific directions on how to print the document from his computer. Many times, too, the quality of the paper I use has a dramatic effect on the final product, which can’t be seen via e-mail.
MSS: Do you have a background in computers or design work? What sort of mentors have you had in this business, and to what sorts of professional organizations do you belong?
RMM: The only formal background I have in computers is my AA from Central New England College. This education was in computer programming.As far as word processing and graphics work, I am completely self-taught. My real forte is WordPerfect. I started out with version 4.2 in 1987 and am up to version 6.2 in the DOS version and 7.0 in the Windows version. I am a member of the Ascension Chamber of Commerce and INK (Independent Networking Klub).
[Editors Note: yes, that is the same INK referenced in the name of our site: The INK Spot.]
MSS: Do you prefer being self-employed, and why?
RMM: Yes, because although I’m committed to my clients and try to be available for them at their convenience, I don’t have to answer to anyone during the day. If I need to make a personal appointment during normal business hours, I don’t have to ask the "boss" if I can have the time off.In addition, I don’t need to spend a lot of money on a "work wardrobe," since I can dress the way I please.
Below, Rita shares with our readers her brochure for Desktop Designs (text only).
"Accuracy, efficiency and exacting workmanship are the qualities of successful word processing and document design. Desktop Designs, located in Gonzales at 40291 Woodland Avenue, phone 673 6037, has all of these qualities and much, much more. By using state of the art equipment, they provide you with the most versatile service available.
"They offer a wide range of type styles and sizes enabling them to meet any conceivable application. Their services include the design of brochures, newsletters, flyers and programs as well as resume creation, academic typing, mailing lists and labels, office overflow work, transcription, elegant laser calligraphy, personalized greeting cards and more. For a professional word processing service with quality that is unsurpassed, call Desktop Designs today. They realize the importance of your needs and make customer satisfaction their primary goal.
"Their services are carried out with speed and efficiency in order to supply you with a quality product in a minimum of time and at the lowest price possible. They have been reliably serving the area for some time and have gained the experience necessary to complete each and every job. For all of your word processing and document design needs, call Desktop Designs -- where quality and service always mean a little bit more."
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Article Copyright 1997 Michael S. Spears
Brochure copy Copyright 1996-97 Rita M. Miller, Desktop Designs
