How to Design a Business Model that Works for You—From Someone Who’s Been There

OperationsHow to Design a Business Model that Works for You—From Someone Who’s Been ThereMalene Barnett—artist, activist, and BADG’s founder—weighs in on designing a business around the life you want

By Malene Barnett

November 16, 2021

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Lizzie Soufleris

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Before becoming the sole proprietor of my artisan business, I was the principal of a carpet design business. In 2009, I launched Malene B Carpets with a focus on selling to professional designers and exhibiting in trade shows. It required frequent and significant financial investment, as well as space to house all of the products I needed as the business scaled up. But more importantly, the business model did not fit with the lifestyle I had always envisioned for myself.

I wanted a creative studio that would allow me to live and work anywhere in the world—specifically between New York City, Kingston, Jamaica, and Dakar, Senegal. I’m most inspired when I immerse myself in the communities I encounter while traveling, and when I’m working in different media. I see telling multiple stories, through diverse materials, as the most important thing for my creative vision.

Ultimately, it was not easy to sustain the business while also living the type of life I wanted. But the lesson I learned is that it is perfectly understandable—indeed, acceptable and encouraged—to start again creatively when a business is no longer the right fit. Recognizing personal priorities and understanding the life you want for yourself outside of your studio are necessary parts of creating a business model that will work for you. That is true whether you are just starting as a principal or are several years—and potentially several companies—into your career.

Discovering and developing the right-fit model to build a thriving creative studio is not formulaic. With that ambiguity comes an opportunity to put yourself, alongside your work, at the heart of your business.

To the entrepreneurs and designers debating what shape to give your business, I have a few lessons to impart.

Consider the implications of your production or service model

If you want to make 10 pieces a year and take the summers off, make it part of your business. Incorporate that lifestyle as your brand’s mission, create work during the other seasons, and develop your business model to support yourself in that way.

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Interested in growing more quickly? Then you’ll want to look at designing, producing, and marketing multiple collections throughout the year. What matters is to have a clear target market, marketing plan, and a team in place to execute.

Trying to decide between made-to-order pieces and keeping items in stock? You’ll first need to understand the financials and storage space necessary to support the latter. Making to-order pieces needs much less initial investment, but a handcrafted process can mean longer lead times. Similarly, questions around staying on the trade side or selling your pieces wholesale or retail should be carefully considered. Your product does not have to be sold wholesale, nor are you required to provide trade discounts. Making art is an investment, and it’s difficult to quantify your time, cost of materials, and talent to sale pricing.

Before scaling up, consider the costs

If you’re considering expanding your business, remember to explore your options and, again, tailor your model to fit what works best with your interests. Having a large business doesn’t mean it’s better. My solo venture initially included working with a team, but I realized that I was most productive and motivated working with independent contractors and not as part of a more sizable in-house group. That creates more flexibility within my business model.

Remember, too, that hiring requires training and patience. It may make the most sense to hire a studio manager who will supervise the staff and your schedule. Every time you make a business decision, you should ask if it meets your life and business goals.

One other piece of advice: If you decide to scale up your studio, make sure your home base is stable. I always advise creatives to buy a home before investing in their business. (Aside from appreciating equity, a home can provide an additional source of revenue through rental income, should you choose to pursue it).

Prioritize time off

It is critical to set both business and lifestyle goals, and creating a balance is necessary to be successful. Taking breaks and indulging in the things you love is just as important as running your creative business.

At the start of every new year, I mark my calendar with my planned vacations, and I make sure not to schedule any work during those times. In my opinion, working nonstop is not sustainable and leads to creative burnout. So much of our work is wrapped in what interests and moves us personally—find a way to maintain and expand that work by giving the respect and dedication those interests deserve.