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"I Want To Be An Artist,
Part II."
Last time we
talked about the emotional challenges that
being an artist may bring about. It is a
challenging job because the creation process in
and of itself is so innately personal.
Successes and failures are too often taken to
heart, and not viewed in a detached or business
like fashion. Please re-visit Part 1 of this
article to see how you might best prepare
yourself for the emotional journey of becoming
an artist.
Then continue reading to prep yourself for
the physical demands.
As you develop your business plan (because
your studio is a business, and like any
business, deserves the serious consideration
that writing a business plan involves) you will
need to build a monthly operating budget. This
budget will be a starting point for determining
the amount of income you should be generating
monthly in order to meet your most basic of
needs.
I will not discuss the art materials or
supplies that you will need, as each artist has
their own style and preferences which dictate
working spaces and materials. You are best
equipped to identify these on your own and
allocate a monthly allowance that will keep the
critical things in stock and well
functioning.
Below I have listed some of the most basic
business needs. Depending on your operations,
you may need to add some categories or
eliminate others. You can print this list out
and highlight those items that you will need -
then make a notation in the margins as to their
estimated expenses, whether it is a one time
purchase or a monthy cost. This way you will be
able to easily calculate what your monthly
income must be in order to cover your
costs.
Computer - there's a number
of considerations here - desktop vs laptop,
windows vs mac. Visit an electronics store with
knowledgeable staff and don't feel guilty about
using their time. That is why they are there.
Purchasing a computer, and getting the right
one the first time around, is one of the most
critical factors. Also be certain to invest in
a backup device - data corruptions and hardware
failures do happen, even to machines still
under warranty. How much will it impact your
business to lose or have to recapture all your
data?
Printer - determine your
printing needs and carefully research your
options. Less expensive printers have
all-in-one cartridges, which means if you print
out 50 flyers that are predominantly red, only
the red ink in those pricey cartridges will be
depleted, but you'll have to replace the whole
cartridge. Top of the line printers will print
to custom/larger formats with archival inks,
but if you are only printing invoices it isn't
worth the expense.
Scanner/Copier/Fax - this
is an indispensable tool. Scanned paintings are
better color and value balanced than
photographed ones and need fewer digital
tweaks. A key factor when collecting images to
publish on the internet or use in other
marketing materials.
Digital Camera - another
indispensable tool. Not only will you use this
to document your work, but you can also
photograph reference materials, events you
participate in and create other visuals. Make
certain the camera you choose has the features
you need (a point and shoot without manual
override will not work for photographing
artwork) and is easy for you to handle and
use.
Digital Videocamera - this
is not necessarily a must-have unless you plan
on creating tutorials or podcasts. Choose a
model that will interface with your computer
system and video editing software.
Internet Access - high
speed vs dial up. High speed will cost more,
but it also will save you hours in file
transfers, email processing, and website
publishing just over the period of one month.
Weigh your cost considerations carefully.
Phone Line - cell phone
plans have become more affordable and are a
nice way to establish a phone number that you
can take with you should your business outgrow
it's first few physical locations quickly. Any
long term plan costs would easily outweigh the
expense of running land lines and
activation/transfer/shutoff fees.
Other software packages you may
need
Office management (word
processing, spreadsheet, slideshow/presentation
software). There are free shareware packages vs
costly mainstream licenses. You sacrifice
functionality and support when choosing a
shareware package, so make certain you fully
understand what you are downloading/installing
and that the software meets your needs.
Photo manipulation software
- Adobe seems to be the most popular supplier
of digital manipulation software with good
reason - their products are reliable, robust,
and regularly updated. They are costly and the
learning curve can be intimidating for those
not computer savvy. Many free tutorials are
online and many local libraries or continuing
education programs offer classes on Photoshop
and other Adobe packages.
Accounting Software - you
need to establish ledger practices at the start
of your business, which will make tax time much
easier. You should be able to run reports based
on expenses and income (including projections).
You also need to be able to create invoices
that look professional. By the way, it also
would not hurt to identify an accountant, one
who is familiar with studio/art tax laws. Ask
local artists who they use, and allow yourself
time to interview and choose an accountant well
before tax season.
Database Software - you
will need something in which to create a
mailing list and contact information for your
clients, a list that includes postal addresses
and other pertinent contact information as well
as other personal data (like the type of
paintings they have inquired about, their
spouses/children's names, or other info you can
use to instigate meaningful conversations with
them months down the road)
Contact Management Software
- this program piggybacks onto your email
account and tracks electronic correspondence.
It provides accountability and supplemental
information you will find useful in developing
relationships with your clients and potential
customers. It is costly, but will pay for
itself the first time you are able to close a
sale because of the history it has
captured.
Email Software - not
necessarily an expense for the software, but
definitely one for the email itself. Also
consider purchasing an email address with your
domain name (for example, my email is the same
as my domain name/website,
ksantini@turtledovedesigns.com, with the
TurtledoveDesigns being the name of my studio
and website). This allows you to establish a
professional web presence and gives you
flexibility to change internet providers
without having to go through the hassle of
notifying customers of email address changes.
Some domain servers have a free email account
already built in to your initial purchase.
Web Design Software - you can
spend $25 for a template driven package or
upwards of hundreds of dollars for something
more robust. Honestly assess what you are
capable of doing, and take the time to talk to
other artists about how they've built their own
sites. You can also hire a web designer to
build your site, but if you choose this route
keep in mind that you will be paying that
designer to add/make modifications as well.
Websites are not static, and ideally should be
updated several times a month in order to draw
traffic. Using a web designer may get you a
killer site, but you'll also end up paying for
it. (There also are site-design services that
come with Domain Hosts, so investigate
thoroughly before purchasing anything in case
you might already have a tool that will
work.)
Domain Name - not so much a
physical purchase, but a necessary one. There
are many domain name service providers, so ask
around and see which one has the right price
and features. Customer support is a big factor
here - unless you are computer savvy, you will
really appreciate a knowledgeable voice when
trying to navigate your way through ftping
files, installing Google Analytics and other
html code in the right place, and other
concerns. There are sites that specialize in
working with artists, and these groups may have
packages that are a better fit for your needs
than some lesser expensive ones.
Physical work space - will
you be working from home or renting a space? In
either case, outline your utility expenses. If
you are working from home in a dedicated studio
space (ie not also used for household purposes)
you can calculate the square footage of the
studio and divide it by the overall home square
footage. This is the percentage of your
household utility bills that will become a
studio expense.
Shipping Supplies -
determine your means of shipping artwork well
ahead of nailing a sale on that piece of
sculpture. Open an account with your shipper of
choice and have their materials on hand so that
you can speak knowledgeably about the
cost/options with your customer.
Furniture needs - will you
need an easel? A taboret to store your
materials? Flat file storage? Make a list of
the pieces of furniture you would like and
prioritize them. Find workarounds for those
items you cannot get right away. This will help
you decide which pieces to purchase and when to
purchase them.
Storage needs - do you have
adequate storage available? If not, choose a
climate controlled storage facility with
appropriate access for your business.
Local fees - familiarize
yourself with local ordinances and state laws -
do you need to file a DBA or any other
paperwork to establish your business? Will
there be bank fees on a business account? What
about Chamber of Commerce or other
organizations' membership dues?
Now that you've identified your costs using
the above list, spend some time thinking about
your particular frame of business. I'm certain
there are areas I've neglected to mention - add
these categories in and assign costs to them.
Next create a spreadsheet and calculate what
your startup expenses are, as well as your
monthly fees. You can easily see exactly what
your income must be in order to keep your
studio out of the red.
I said "keep your studio out of the red." We
have no time for starving artists around here,
only smart and profitable ones. In the
beginning, it is possible you will need to work
another job to help finance your venture.
That's entirely ok - as a matter of fact,
that's far better than starting to make art
without a business plan. Starting to run any
business without a plan isn't how you start a
profitable business.
And knowing how much money you will need to
make your monthly budget (I'm including your
cost of living budget along with your projected
studio one when I say "monthly budget") will
allow you the security of choosing a second
job, should you need one, that perfectly fits
your situation.
Pricing your work will be the topic of the
next article - because the next step is
establishing a solid framework for pricing your
artwork that will place it solidly in the
market and allow you to stay afloat.
Kim
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