Ewa Doherty on starting and scaling with an exit strategy

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Starting an interior design business with an exit strategy — rather than building it to keep forever — is one of the most overlooked approaches to studio setup. In this episode, regional NSW designer Ewa shares how she built her supply selection and B2B builder service with saleable IP in mind from day one: documented systems, transferable processes, a packaged service model, and zero dependence on her personal creative genius to deliver results.

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CHAPTERS
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0:00 How finding a podcast on a cruise ship changed the trajectory of a grief-filled career pivot
4:30 Why Ewa started her interior design studio with an exit strategy — and where the idea came from
10:00 What transferable skills from freight logistics and global sales actually do for a design business
16:45 How to get interior design work from builders in a regional area — the exact outreach method
26:00 Should you do B2B builder relationships or wait for residential clients?
33:20 Why Ewa passes 100% of trade discount and charges a procurement fee instead
39:45 How to price interior design services when you genuinely don't know what you're doing yet
46:00 What was harder than expected: the social media problem, and why she stopped caring
52:30 Outsourcing SketchUp, lighting design, and floor plans — what to hand off and how to price it
58:00 How Ewa operates a portable, regional design studio from a motorhome

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RESOURCES MENTIONED
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→ Programma project management software: programma.app
→ Studio Build — 6-week AI implementation intensive for interior designers: [link]
→ Studio CEO — 12-week business coaching programme for interior designers: [link]


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ABOUT RHIANNON LEE
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AI strategist for Australian interior designers. Former Oleander & Finch. Creator of the Studio Suite — Studio Learn, Studio Build, and Studio CEO — operational AI implementation for design businesses, not productivity theatre.

→ Instagram: @the_rhiannonlee

Thanks for listening to this episode of "Designing Success: From Study to Studio"! Connect with me on social media for more business tips, and a real look behind the scenes of my own practicing design business.

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