Startup Corner: Dustin Myers, Longitude

Minimally viable product …
Longitude partners with restaurants and organizations to develop strong brand identities. While most people think of a logo as the main brand asset, a complete brand identity also includes an entire visual system including colors, typefaces, photography and patterns.

Problem solving …
I work with companies to help them tell their story and attract new customers with a good first impression.

Seed money …
There’s a relatively low cost to get started in this industry. I financed the equipment and software myself.

Hurdles overcome …
Pricing is difficult in the service business. Instead of trying to follow “industry standard” rates, I have recently worked to develop pricing that is profitable for me while also creating so much value for my client that it’s a no-brainer for them. Instead of just asking for what deliverables are needed on the surface, we have to go deeper to identify the real problems that need to be solved and the implications of not solving those problems. The value of a brand identity is based on the size of the company and the reach of the brand.

Next phase …
Partnering with more contractors with specialized skills. I’m all about efficiency and focusing on what you’re best at.

Pivot …
Starting out, I would take on any type of design job I could get – Websites, print design, logo design. After some time and frustration, I realized I couldn’t be great at everything and decided to focus on brand identity in the restaurant/hospitality industry. There are some great benefits to narrowing your focus: 1) Fewer competitors. When I offered everything, I competed with everybody. 2) More partners. Once I narrowed my focus, I began to partner with those who used to be competitors. 3) Greater value. I have a much greater knowledge of the restaurant industry and know what they need even before they do.

Biggest mistake …
Not getting out enough and making connections. I worked at home for the first several months, and it’s easy for your work to get stale. Once I started rubbing shoulders with others doing good work every day, my work greatly improved.

Advice …
Worst: Find out your clients’ needs, then try to offer that. Best: Find out what you enjoy and where you can bring the most value, then find clients that need that. 

Greatest need …
Learning how to schedule projects. It’s easier to just take on projects as they come, but then you get into the feast or famine cycle. I need to improve forecasting and predicting cash flow better.