Brett, the mastermind behind DesignJoy, an online design agency that caters to branding and creative needs, has managed to create a business that brings in over £1 million annually ($1.3 million). The most remarkable part? He runs the entire operation solo, without the need to directly communicate with clients.
In a recent interview with Starter Story, Brett talked about his journey of establishing a successful “productised service” that has transformed the way design services are provided. His efficient approach and fixed pricing strategy have turned a side project into a highly lucrative venture.
A Unique Business Model
The key to Brett’s success lies in a simple idea: offering design services as a subscription. “I offer design services as a subscription. It’s known as a productised service, where clients can subscribe to packages for a set monthly fee,” Brett explained. His main package, priced at £4,000 ($5,000) per month, includes unlimited design requests.
DesignJoy provides clients with various services, such as logo creation, social media assets, and website design, all managed through an easy-to-use Trello board. “I avoid meetings, Zoom calls, and Slack. Everything is done asynchronously,” Brett emphasized. This approach enables him to handle up to 20 clients simultaneously while concentrating solely on design work.
From Side Project to Full-Time Success
Brett initiated DesignJoy as a side project while holding a full-time job. It wasn’t until the business was consistently generating £64,000 ($80,000) monthly that he decided to leave his job. “I completed all my work during my Zoom calls with my team,” Brett shared, reminiscing about the early days.
Despite his achievements, Brett confessed to having doubts about his entrepreneurial skills initially. “I lacked confidence as an entrepreneur. I didn’t believe in myself as much as I should have,” he revealed. However, once he took the leap and dedicated himself to DesignJoy full-time, his revenue doubled within a month.
Fixed Pricing: A Game-Changer
One of Brett’s standout strategies is his unique pricing model. Instead of charging hourly rates or per-project fees, he provides fixed-price packages with unlimited requests. “It offers clients predictability while ensuring that the pricing reflects the value of my work,” Brett explained. This model has simplified the complexities of traditional design services, making it attractive to both Brett and his clients.
Operating DesignJoy is not only profitable but also highly cost-effective. Brett’s monthly expenses amount to just £140 ($176), covering essential tools like Figma, Webflow, and Adobe. His largest cost is Shutterstock, at £80 ($100) per month. “I utilize the free versions of tools like Trello and Airtable,” Brett mentioned, illustrating how minimal expenses maximize profitability.
Marketing Strategies and Side Projects
Brett attributes his initial success to Product Hunt, a platform that provides exposure to new products. “Launching on Product Hunt was beneficial for me,” he stated. Presently, his main source of leads is Twitter, where he has established a strong personal brand.
Apart from DesignJoy, Brett enjoys exploring side projects. His approach involves quick, low-effort launches to gauge market interest. “I launched a one-page website with sketches—it was only a six-hour project,” he recalled, advocating for action over overthinking.
Self-Taught Achievement
Brett’s design skills were entirely self-taught. “I didn’t attend design school. I learned by emulating good design and practicing daily,” he shared. For aspiring designers, his advice is straightforward: “Just start. Work on design every day, and you’ll progress.”
Despite his demanding workload, Brett maintains a balanced lifestyle. He typically starts his day at 7:30 a.m. with family time, works from 11:30 a.m. to 5:00 p.m., and reserves evenings for relaxation, often spent with family and friends. “Every Friday night, I play video games with my family and friends,” he mentioned, underscoring the importance of unwinding.
Brett’s journey imparts valuable lessons to those interested in establishing their productised service. His guidance is to focus on strengths, simplify offerings, and build confidence. “If I had believed in myself earlier, I could’ve reached where I am today two years ago,” he reflected.
