{"rowid": 170, "title": "A Pet Project is For Life, Not Just for Christmas", "contents": "I\u2019m excited: as December rolls on, I\u2019m winding down from client work and indulging in a big pet project I\u2019ve been dreaming up for quite some time, with the aim of releasing it early next year. I\u2019ve always been a bit of a sucker for pet projects and currently have a few in the works: the big one, two collaborations with friends, and my continuing (and completely un-web-related) attempt at music. But when I think about the other designers and developers out there whose work I admire, one thing becomes obvious: they\u2019ve all got pet projects! Look around the web and you\u2019ll see that anyone worth their salt has some sort of side project on the go. If you don\u2019t have yours yet, now\u2019s the time!\n\nHave a pet project to collaborate with your friends\n\nIt\u2019s not uncommon to find me staring at my screen, looking at beautiful websites my friends have made, grinning inanely because I feel so honoured to know such talented individuals. But one thing really frustrates me: I hardly ever get to work with these people! Sure, there are times when it\u2019s possible to do so, but due to various project situations, it\u2019s a rarity.\n\nSo, in order to work with my friends, I\u2019ve found the best way is to instigate the collaboration outside of client work; in other words, have a pet project together! Free from the hard realities of budgets, time restraints, and client demands, you and your friends can come up with something purely for your own pleasures. If you\u2019ve been looking for an excuse to work with other designers or developers whose work you love, the pet project is that excuse. They don\u2019t necessarily have to be friends, either: if the respect is mutual, it can be a great way of breaking the ice and getting to know someone. \n\n Figure 1: A forthcoming secret love-child from myself and Tim Van Damme\n\nHave a pet project to escape from your day job\n\nWe all like to moan about our clients and bosses, don\u2019t we? But if leaving your job or firing your evil client just isn\u2019t an option, why not escape from all that and pour your creative energies into something you genuinely enjoy? \n\nIt\u2019s not just about reacting to negativity, either: a pet project is a great way to give yourself a bit of variety. As web designers, our day-to-day work forces us to work within a set of web-related contraints and sometimes it can be demoralising to spend so many hours fixing IE bugs. The perfect antidote? Go and do some print design! If it\u2019s not possible in your day job or client work, the pet project is the perfect place to exercise your other creative muscles. Yes, print design (or your chosen alternative) has its own constraints, but if they\u2019re different to those you experience on a daily basis, it\u2019ll be a welcome relief and you\u2019ll return to your regular work feeling refreshed.\n\n Figure 2: Ligature, Loop & Stem, from Scott Boms & Luke Dorny\n\nHave a pet project to fulfill your own needs\n\nMany pet projects come into being because the designers and/or developers behind them are looking for a tool to accomplish a task and find that it doesn\u2019t exist, thus prompting them to create their own solution. In fact, the very app I\u2019m using to write this article \u2014 Ommwriter, from Herraiz Soto & Co \u2014 was originally a tool they\u2019d created for their internal staff, before releasing it to the public so that it could be enjoyed by others.\n\nJust last week, Tina Roth Eisenberg launched Teux Deux, a pet project she\u2019d designed to meet her own requirements for a to-do list, having found that no existing apps fulfilled her needs. Oh, and it was a collaboration with her studio mate Cameron. Remember what I was saying about working with your friends?\n\n Figure 3: Teux Deux, the GTD pet project that launched just last week\n\nHave a pet project to help people out\n\nOmmwriter and Teux Deux are free for anyone to use. Let\u2019s just think about that for a moment: the creators have invested their time and effort in the project, and then given it away to be used by others. That\u2019s very cool and something we\u2019re used to seeing a lot of in the web community (how lucky we are)! People love free stuff and giving away the fruits of your labour will earn you major kudos. Of course, there\u2019s nothing wrong with making some money, either \u2014 more on that in a second.\n\n Figure 4: Dan Rubin\u2018s extremely helpful Make Photoshop Faster\n\nHave a pet project to raise your profile\n\nSo, giving away free stuff earns you kudos. And kudos usually helps you raise your profile in the industry. We all like a bit of shameless fame, don\u2019t we? But seriously, if you want to become well known, make something cool. It could be free (to buy you the love and respect of the community) or it could be purchasable (if you\u2019ve made something that\u2019s cool enough to deserve hard-earned cash), but ultimately it needs to be something that people will love. \n\n Figure 5: Type designer Jos Buivenga has shot to fame thanks to his beautiful typefaces and \u2018freemium\u2019 business model\n\nIf you\u2019re a developer with no design skills, team up with a good designer so that the design community appreciate its aesthetic. If you\u2019re a designer with no development skills, team up with a good developer so that it works. Oh, and not that I\u2019d recommend you ever do this for selfish reasons, but collaborating with someone you admire \u2014 whose work is well-respected by the community \u2014 will also help raise your profile.\n\nHave a pet project to make money\n\nIn spite of our best hippy-esque intentions to give away free stuff to the masses, there\u2019s also nothing wrong with making a bit of money from your pet project. In fact, if your project involves you having to make a considerable financial investment, it\u2019s probably a good idea to try and recoup those costs in some way.\n\n Figure 6: The success of Shaun Inman\u2018s various pet projects \u2014 Mint, Fever, Horror Vacui, etc. \u2014 have allowed him to give up client work entirely.\n\nA very common way to do that in both the online and offline worlds is to get some sort of advertising. For a slightly different approach, try contacting a company who are relevant to your audience and ask them if they\u2019d be interesting in sponsoring your project, which would usually just mean having their brand associated with yours in some way. This is still a form of advertising but tends to allow for a more tasteful implementation, so it\u2019s worth pursuing. \n\nAdvertising is a great way to cover your own costs and keep things free for your audience, but when costs are considerably higher (like if you\u2019re producing a magazine with high production values, for instance), there\u2019s nothing wrong with charging people for your product. But, as I mentioned above, you\u2019ve got to be positive that it\u2019s worth paying for!\n\nHave a pet project just for fun\n\nSometimes there\u2019s a very good reason for having a pet project \u2014 and sometimes even a viable business reason \u2014 but actually you don\u2019t need any reason at all. Wanting to have fun is just as worthy a motivation, and if you\u2019re not going to have fun doing it, then what\u2019s the point? Assuming that almost all pet projects are designed, developed, written, printed, marketed and supported in our free time, why not do something enjoyable?\n\n Figure 7: Jessica Hische\u2018s beautiful Daily Drop Cap\n\nIn conclusion\n\nThe fact that you\u2019re reading 24 ways shows that you have a passion for the web, and that\u2019s something I\u2019m happy to see in abundance throughout our community. Passion is a term that\u2019s thrown about all over the place, but it really is evident in the work that people do. It\u2019s perhaps most evident, however, in the pet projects that people create. Don\u2019t forget that the very site you\u2019re reading this article on is\u2026 a pet project.\n\nIf you\u2019ve yet to do so, make it a new year\u2019s resolution for 2010 to have your own pet project so that you can collaborate with your friends, escape from your day job, fulfil your own needs, help people out, raise your profile, make money, and \u2014 above all \u2014 have fun.", "year": "2009", "author": "Elliot Jay Stocks", "author_slug": "elliotjaystocks", "published": "2009-12-18T00:00:00+00:00", "url": "https://24ways.org/2009/a-pet-project-is-for-life-not-just-for-christmas/", "topic": "business"}
{"rowid": 270, "title": "From Side Project to Not So Side Project", "contents": "In the last article I wrote for 24 ways, back in 2009, I enthused about the benefits of having a pet project, suggesting that we should all have at least one so that we could collaborate with our friends, escape our day jobs, fulfil our own needs, help others out, raise our profiles, make money, and \u2014 most importantly \u2014 have fun. I don\u2019t think I need to offer any further persuasions: it seems that designers and developers are launching their own pet projects left, right and centre. This makes me very happy.\n\nHowever, there still seems to be something of a disconnect between having a side project and turning it into something that is moderately successful; in particular, the challenge of making enough money to sustain the project and perhaps even elevating it from the sidelines so that it becomes something not so on the side at all.\n\nBefore we even begin this, let\u2019s spend a moment talking about money, also known as\u2026\n\nEvil, nasty, filthy money\n\nOver the last couple of years, I\u2019ve started referring to myself as an accidental businessman. I say accidental because my view of the typical businessman is someone who is driven by money, and I usually can\u2019t stand such people. Those who are motivated by profit, obsessed with growth, and take an active interest in the world\u2019s financial systems don\u2019t tend to be folks with whom I share a beer, unless it\u2019s to pour it over them. Especially if they\u2019re wearing pinstriped suits.\n\nThat said, we all want to make money, don\u2019t we? And most of us want to make a relatively decent amount, too. I don\u2019t think there\u2019s any harm in admitting that, is there? Hello, I\u2019m Elliot and I\u2019m a capitalist.\n\nThe key is making money from doing what we love. For most people I know in our community, we\u2019ve already achieved that \u2014 I\u2019m hard-pressed to think of anyone who isn\u2019t extremely passionate about working in our industry and I think it\u2019s one of the most positive, unifying benefits we enjoy as a group of like-minded people \u2014 but side projects usually arise from another kind of passion: a passion for something other than what we do as our day jobs. Perhaps it\u2019s because your clients are driving you mental and you need a break; perhaps it\u2019s because you want to create something that is truly your own; perhaps it\u2019s because you\u2019re sick of seeing your online work disappear so fast and you want to try your hand at print in order to make a more permanent mark.\n\nThe three factors I listed there led me to create 8 Faces, a printed magazine about typography that started as a side project and is now a very significant part of my yearly output and income.\n\nLike many things that prove fruitful, 8 Faces\u2019 success was something of an accident, too. For a start, the magazine was never meant to be profitable; its only purpose at all was to scratch my own itch. Then, after the first issue took off and I realized how much time I needed to spend in order to make the next one decent, it became clear that I would have to cover more than just the production costs: I\u2019d have to take time out from client work as well. Doing this meant I\u2019d have to earn some money. Probably not enough to equate to the exact amount of time lost when I could be doing client work (not that you could ever describe time as being lost when you work on something you love), but enough to survive; for me to feel that I was getting paid while doing all of the work that 8 Faces entailed. The answer was to raise money through partnerships with some cool companies who were happy to be associated with my little project.\n\nA sustainable business model\n\nBusiness model! I can\u2019t believe I just wrote those words! But a business model is really just a loose plan for how not to screw up. And all that stuff I wrote in the paragraph above about partnering with companies so I could get some money in while I put the magazine together? Well, that\u2019s my business model. \n\nIf you\u2019re making any product that has some sort of production cost, whether that\u2019s physical print run expenses or up-front dev work to get an app built, covering those costs before you even release your product means that you\u2019ll be in profit from the first copy you sell. This is no small point: production expenses are pretty much the only cost you\u2019ll ever need to recoup, so having them covered before you launch anything is pretty much the best possible position in which you could place yourself. Happy days, as Jamie Oliver would say.\n\nObtaining these initial funds through partnerships has another benefit. Sure, it\u2019s a form of advertising but, done right, your partners can potentially provide you with great content, too. In the case of 8 Faces, the ads look as nice as the rest of the magazine, and a couple of our partners also provide proper articles: genuinely meaningful, relevant, reader-pleasing articles at that. You\u2019d be amazed at how many companies are willing to become partners and, as the old adage goes, if you don\u2019t ask, you don\u2019t get.\n\nWith profit comes responsibility\n\nDon\u2019t forget about the responsibility you have to your audience if you engage in a relationship with a partner or any type of advertiser: although I may have freely admitted my capitalist leanings, I\u2019m still essentially a hairy hippy, and I feel that any partnership should be good for me as a publisher, good for the partner and \u2014 most importantly \u2014 good for the reader. Really, the key word here is relevance, and that\u2019s where 99.9% of advertising fails abysmally. \n\n(99.9% is not a scientific figure, but you know what I\u2019m on about.)\n\nThe main grey area when a side project becomes profitable is how you share that profit, partly because \u2014 in my opinion, at least \u2014 the transition from non-profitable side project to relatively successful source of income can be a little blurred. Asking for help for nothing when there\u2019s no money to be had is pretty normal, but sometimes it\u2019s easy to get used to that free help even once you start making money. I believe the best approach is to ask for help with the promise that it will always be rewarded as soon as there\u2019s money available. (Oh, god: this sounds like one of those nightmarish client proposals. It\u2019s not, honest.) If you\u2019re making something cool, people won\u2019t mind helping out while you find your feet.\n\nEvents often think that they\u2019re exempt from sharing profit. Perhaps that\u2019s because many event organizers think they\u2019re doing the speakers a favour rather than the other way around (that\u2019s a whole separate article), but it\u2019s shocking to see how many people seem to think they can profit from content-makers \u2014 speakers, for example \u2014 and yet not pay for that content. It was for this reason that Keir and I paid all of our speakers for our Insites: The Tour side project, which we ran back in July. We probably could\u2019ve got away without paying them, especially as the gig was so informal, but it was the right thing to do.\n\nIn conclusion: money as a by-product\n\nLet\u2019s conclude by returning to the slightly problematic nature of money, because it\u2019s the pivot on which your side project\u2019s success can swing, regardless of whether you measure success by monetary gain. I would argue that success has nothing to do with profit \u2014 it\u2019s about you being able to spend the time you want on the project. Unfortunately, that is almost always linked to money: money to pay yourself while you work on your dream idea; money to pay for more servers when your web app hits the big time; money to pay for efforts to get the word out there. The key, then, is to judge success on your own terms, and seek to generate as much money as you see fit, whether it\u2019s purely to cover your running costs, or enough to buy a small country. There\u2019s nothing wrong with profit, as long as you\u2019re ethical about it. (Pro tip: if you\u2019ve earned enough to buy a small country, you\u2019ve probably been unethical along the way.)\n\nThe point at which individuals and companies fail \u2014 in the moral sense, for sure, but often in the competitive sense, too \u2014 is when money is the primary motivation. It should never be the primary motivation. If you\u2019re not passionate enough about something to do it as an unprofitable side project, you shouldn\u2019t be doing it all. \n\nEarning money should be a by-product of doing what you love. And who doesn\u2019t want to spend their life doing what they love?", "year": "2011", "author": "Elliot Jay Stocks", "author_slug": "elliotjaystocks", "published": "2011-12-22T00:00:00+00:00", "url": "https://24ways.org/2011/from-side-project-to-not-so-side-project/", "topic": "business"}