Danielle Alderman
Another talented Web Design graduate visited us while I was away in California. Danielle Alderman, an accomplished freelance designer working from Burlington, had a few words to say about priorities and the steps to becoming a successful freelancer. After having a daughter, Danielle decided it was time for a change and went back to Sheridan to complete the Web Design program. Though I was unable to hear the talk in person, Amy’s notes are helping me to fill in the gaps. The conversation sounds like it was incredibly resourceful and inspiring to the students who dream of being their own boss.
Inspired by billboards and downtown Toronto
Freelance photographer on the side
Owner of e.a.bean and Company
Her LinkedIn reads
“My passion is communication through design and copywriting. For me, communication is about using the right tools to tell a story. Effectively using my web and print design skills, my focus is to use these tools to form a foundation and build a lasting relationship with the audience that will help businesses grow and succeed in their objectives.”
Education
Algonquin College - Diploma in Creative Advertising
Sheridan College - Diploma in Graphic Design
Sheridan College - Post Graduate in Web Design
Work History
Rutherford Controls I’ntl | 2005 - 2009
Danielle Alderman Photography | 2010 - Present
e.a.bean and Company | 1997 - Present
Steps to Becoming a Freelancer:
1. Check your ego at the door
Listen to your gut, don’t give up just because something seems too hard.
Don’t do mediocre work, or you will eventually feel mediocre.
Your ego will stand between you and your complete awesomeness. Don’t let is stand between you and a client or design. (There is a really big difference between your ego and your gut.)
2. Do an internal audit
Communication Skills - Are you able to express yourself and your ideas well? Are you comfortable with talking to strangers? Are you comfortable pitching your skills? Are you ready to risk failure?
You need to be okay with failing, more than you are okay with succeeding.
Project Management Skills - You have to be ready to not just design, but to manage your projects efficiently.
Do you get along with yourself? Your days are going to be spent with Me, Myself and I. Can you handle this extensive alone time? Fill your social void, join a club, team, etc. (It’s also good networking)
Can you play nice with others? Not every design is welcomed with open arms and gasps of joy — can you be okay with that? Criticism will definitely be part of the job — what you do with it is up to you?
Are you action oriented? You need to get it done, make it happen, and don’t waste your time.
Do you need to be in control? You get to mange all the variables. When something goes terribly wrong, do you a) panic and walk away or b) embrace the opportunity and welcome the change?
3. Who’s your target market?
Marketing 101: Define your audience so you can figure out how and where you reach them.
Networking Groups
You want to work somewhere? Show up at their front doors, talk to anyone that works there, get emails, follow them on social media, etc.
4. Resources
Hardware, software, peopleware; what resources does your business need to ensure it’s success?
Make friends with a good developer who you can trust and who is good. There are a lot of bad developers out there.
5. Administration
Registering your business, taxes, HST, time-tracking, billing, contract and proposal templates.
Visit the Business Development Centre. They will help with nuance and searching for design names, etc.
Get an HST number.
Create templates, for quotes, billing etc.
In addition to the actual necessary steps to being freelance, Danielle shared a bit of her philosophy on work and life. She referenced a book, The Alchemist, which she says changed her perspective on everything. It taught her to be true to yourself (wherever and whatever you find yourself doing), and that it’s okay to follow another path but sometime you’ll need to get back on track. She continued by insisting that you must prioritize yourself, but also set goals in life and business while listening to your gut.
Danielle’s talk, while I was not there to enjoy it, seems to me to really push the concept of believing in yourself and your ability to succeed. Once you believe that you can do that, you just follow the steps to reach those goals that you set for yourself. Anything is possible.
If you’d like to know more about Danielle, check out her LinkedIn, keep an eye on her Portfolio for when it’s makeover is finished, and follow her life through Twitter.
