What freelance services do you offer?
I offer a broad range of services which include 3D modeling, web design, logo and leaflet design. To give you some background, I graduated with a Degree in BA (Hons) Illustration, with my artistic abilities originating from hand drawing. However during the course I explored many different mediums resulting in what I do today. I continually develop each area through further courses and different job opportunities enabling me to offer these services in a professional capacity whilst using the most up-to-date techniques.
How long have you been freelancing and what did you do before you became a freelancer?
I started doing freelance work a few years ago now. I started producing visuals and websites for other companies and individuals while I had a full time job in Poole, Dorset. My previous position was as an architectural visualiser, whereby I produced photorealistic visuals (CGIs) of existing or potential developments. This job was a huge learning curve for me and my 3D abilities were definitely increased! The quality demanded was very high, so learning the latest lighting and modeling techniques was a necessity.
What triggered your decision to go freelance?
Demand really. People I knew or friends of friends knew I could do these things cheaper than the bigger companies so they came to me. I was only doing it in the evenings and weekends but it proved to be a much appreciated extra income!
Being on your own, are there any difficult gaps to fill, knowledge or skills wise?
Yes, at first there was and in a few ways there probably still is. At first my skills lay solely with the 3D visualizing, graphic design and web design, but my website programming definitely needed improving. 3 courses later and a lot of self learning of CSS, html, xml, php and flash actionscript has filled some of those gaps.
However, when I don’t have the time or skills for a certain job I now use other freelancers. I’ve come to realize you can’t do everything. We all become experts in certain things so I believe it is necessary to know when you need some extra expertise.
For example I used a medical illustrator for a dentist website I did last year. Her expertise was invaluable and by resourcing a freelancer the end product was so much better than if I did the technical drawings myself! I run my own company called D-Zine Lounge and I plan on growing the company. By knowing other freelancers in certain areas I feel that I am bridging those skill gaps and in doing so offering a better product.
What were your goals when you started your business? Have they changed?
When I first started freelance work my goals simply were to make ends meet. When I quit my job and concentrated full time on my business this goal became much more important. The rent and then mortgage became a looming monster! I just wanted to succeed and take any job to keep the wolf from the door.
As I became more established and gained a steady client list this need became less prominent. My new goals were to create stunning examples of visuals and websites for my clients – if time permitted! I became more relaxed, which I have come to learn, is never a good thing. Concentrating solely on the work and not marketing or growing the business is never a good idea.
Unfortunately when the recession hit my few but reliable clients suffered severely and in turn I did. I realized I had been running this business with one eye open (you can’t see distances with only one eye, so I’ve been told!) I wasn’t looking to the future, the goals of the business or even my personal goals. I had no contingency plans, no marketing or business plans, I was just working!
Realizing my predicament I panicked. But I had a call out of the blue, from a Business Link representative. After some initial chats I attended some Business Link events where I met Nigel Scott from Action Coach. He really brought to light faults within my business and non-existent business plan! Through a few sessions with Nigel and by attending Action Coach and Business link events I now realize some very important aspects I had to address: my business and personal goals and how I am going to achieve them.
So my goals defiantly have changed. I am looking to the future with set goals for me and my business with a timetable of when I will reach these targets. Larger offices and employees here we come! My goal is controlled expansion with a focus on customer needs and high quality at reasonable prices. With my new plans in place I can achieve this without compromising any of these focal points.
Were there any crisis points early on? Any moments when you wondered if the pressure of making your business a financial success outweighed the benefits of independence?
Yes, at a couple of points I wondered what on earth I was doing! Last year one of my clients (a very large building company) took a severe hit in the recession and I unfortunately lost them as a client. With all my eggs in one basket I really suffered. I realized my business was on unsteady ground and the pressure really got to me. My incredibly loyal boyfriend, who has been with me since university, was an absolute life saver and has supported me throughout these difficult times. He even built me a garden office!
Thankfully things are definitely getting better and I thank my family, business link and Nigel Scott for this.
What are the best mistakes you’ve made? (i.e. those you’ve learned valuable lessons from.)
Definitely the lesson I learnt in the answer above - don’t put all your eggs in one basket! Another lesson is to be sure of your goals and to write a business plan early on. I believe having aspiration for your business and yourself is one of the most important lessons I have learnt.
What is your most triumphant moment so far?
My most triumphant moments are when my clients appreciate my work and effort. I once had a client who wondered whether my architectural visualization was a photograph! Made my day!
Looking back on your freelancing career now, is there anything that you would do differently?
Yes, as with many things in my life! When I’m really having a bad day I often wonder what my life would have been like if I had taken that job in Bristol when I was leaving my job in Poole. A regular income, less stress, 9-5 working hours…. But I know it would have never been that way. I have, in some ways, a controlling character and would have inevitably taken over everything I could. 8.00am – 8.00pm would be more like it and the stress would be there. I figured out a long time ago, that if I can run someone else’s business (as I did before) I can run my own for me!
My regret is not going to business link and attending the events and Action Coach earlier. I wish I’d done that business plan before I started my business.
What things do you find personally rewarding and satisfying as a freelancer?
Mainly the appreciation I get from clients and knowing that all of what I earn is mine (apart from the tax) and that is not all going to some boss who is never around.
What are the rewards, risks and trade-offs?
Every time I finish a project I feel rewarded when the client is happy but the real reward will be when I reach my goals. Having a company with a recognized brand and uncompromising reputation will be fantastic. The journey has many risks, not only does the business reputation and future rest solely on my shoulders but it is open to the elements of economic changes. I think most freelances feel unsettled from time to time but I’m sure as I continue to burn the midnight oil I will find a way.
What have you been working on recently?
Quite a few visualizations at the moment and a couple of websites:
1. Design Studio/ kitchen showroom visuals for a company near Bath:
This is a project I am still working on. It is for a company of master cabinetmakers and skilled bench joiners. The owner of the business wants to convert several buildings in to a kitchen showroom / studio and workshops. His plan is to impress a few high profile kitchen appliance manufactures with my visuals to facilitate these manufactures to showcase their wares in his studio.
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2. Website for Sara Lentini- a bare foot trimmer
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Sara Lentini is a professional barefoot trimmer and needed a friendly and very personal website to demonstrate to the principles of barefoot trimming and to allow potential customers contact her.
3. Villa in Dubai
I am currently modeling and visualizing some villas in Abu Dhabi for a client in Ascot.
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4. New development for Barratt Homes-
This is something I finished recently and the client was very happy with.
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5. Flash based website for a company promoting their new Visualisation System.
To see more of Dorothy's work please take a look at her Freelance Alliance profile.
Dec 14, 2009
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