DATE: Monday, November 17, 1997             TAG: 9711150842

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

SOURCE: BY MELISSA GUNDEL, STAFF WRITER 

                                            LENGTH:   65 lines

BEACH GRAPHIC DESIGN FIRM OWNER WEARS MANY HATS

Linda Simon applied the skills she learned in 15 years of work experience to her own business. The former marketing and recruiting director of the law firm Kaufman & Canoles opened Simone Graphics, a marketing/graphic design company, last August in Virginia Beach. Her clients include CADAssist, R&O Dental Laboratories and Crenshaw Ware & Martin.

What steps did you take to open the business?

It's usually hard to find office space. For me it wasn't. I am in my husband's office, which is the Main Squeeze Juices building on Cleveland Street. He had an extra office in his warehouse so I was able to get this location. With the experience of working in a law firm and being a legal administrator, I knew how to facilitate a business and was able to draw up my own marketing and business plan. I took an entrepreneurship course through the Chamber of Commerce and I got as many books as I could on starting a business. One book that helped me was ``Adams Streetwise'' by Bob Adams. It had a chapter on every possibility on what you would have to do and gave solutions to problems.

What services do you provide?

I partner with clients to accomplish their marketing goals from developing a logo and look all the way to developing their marketing plan and then marketing pieces such as brochures, business cards, ads and fliers. The whole concept is the logo and making it consistent throughout their marketing pieces. I also offer photography, printing needs and novelties.

Have you experienced any hardships?

The biggest one I found - and I did this in my professional life at the law firm too - I try so hard to please every client and want to make sure they are happy that it causes some personal difficulties. Now I know right away that I can't please everyone. I think the honesty and the communication up front help solve the problem.

What mistakes did you make along the way?

In the beginning, you trust people. You do work for them and don't ask for a retainer or deposit up front. Now I'm asking for 50 percent of the deposit up front because a lot of clients change their minds so much. If they don't buy into it up front, they don't take the project as seriously. It's better to get the 50 percent up front at the time of the order and this gets the client personally involved in the project and they have ownership.

What things have you learned?

In a small business you have to be very organized because you wear so many hats. And that's how I want to keep it. Instead of having an employee to manage, I set myself up with vendors like artists, sign manufacturers, novelty companies and printers.

What advice would you offer?

Embrace change every step of the way. Don't question it, go with it. Don't let fear overwhelm you; ride the fear out and you will conquer it. Find a mentor or mentors you admire and learn from them. Develop a look for your business and be consistent with that look. Get a percentage up front before you render a service or order a product. I encourage people who are dissatisfied with corporate USA to look into starting their own business. It's very rewarding. MEMO: We're looking for small businesses to share their experiences:

problems they've faced, successes they've achieved. Please fax your

suggestions to Melissa Gundel at 446-2531. ILLUSTRATION: Color photo

Linda Simon

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