Chapter 8: Why Sustainability

 So you have the skills, the ideas, and the funding to start a business.

With all of these laid out, you open your doors to the public and let the customers flow in.

For the next 5 months, things are pretty good. People are interested, they are excited for a new shop to be open, but after some time the customers start slowing and the profits start getting smaller. Starting a business doesn't end when the doors open to customers, starting a business means maintaining your supply and demand in a shifting market. Brian Forth of SiteCrafting came into my classroom one day talking about his journey from being a teacher, to owning a business since 1998. 

It should come as no surprise that most businesses fail, some even say 9 out of 10 will fail, so to keep a business running from 1998 to now is very impressive. As I listened to him talk about his business, I realized a few things. First, as a UX/UI designer, having a product meet consumer needs is extremely important. Having a product meet needs continuously, or creating a sustainable product is the core of most designer goals.

Key word: Sustainability

Its not just about creating a business and opening your door to customers, it is creating a sustainable product that will continue to meet demand and adapt to a shifting market. That is being sustainable. The reason Brian Forth was able to maintain his business for so long was because he found the key to retaining a sustainable business. As he spoke to the students in class, he explained how he changed his products as the years went out, adapting to each new market trend or customer demand.

Some people prefer to start a business and sell it when the demand is high, and some prefer to have a business for the rest of their lives. Regardless of what type of entrepreneur you are, sustainability is the key to making sure your business lasts in an ever changing market.

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