What happens when you actually track your marketing—and tell the truth about what worked and what didn’t?

In this episode of Founders and Friends, host Ronniesha Rivera pulls back the curtain on a four-month experiment she calls the “Six Marketing Shifts.” Born out of a slow season in early 2025, the experiment generated nine leads and $33,000 in secured design fees and product revenue—but the real value came from the insights behind the numbers.

Ronniesha breaks down each of the six shifts she tested, including Instagram, email marketing, blogging, cold pitching, in-person networking, and Google paid ads. She shares which channels actually moved the needle, which ones fell flat, and why lead tracking completely changed how she evaluates her marketing efforts. You’ll hear how cold pitching produced her highest-value project to date, why a long-ignored platform delivered a surprise $15K opportunity, and what she’s choosing to double down on heading into 2026.

The conversation also dives deep into pricing lessons, including a major misbid on a multimillion-dollar new build that forced Ronniesha to rethink how she prices full-service design. She shares how implementing a pricing matrix (with support from Seriously Happy Consulting) helped her set clearer boundaries, establish a $5,000 minimum design fee, and bid projects more intentionally—without burnout or undercutting her expertise.

Finally, Ronniesha outlines her bigger vision: transitioning fully into a CEO role by outsourcing across all areas of her work—from Alder and Stone Design Studio, to Vetted by Design, to the podcast itself (and even childcare). This episode is an honest, practical look at growth, margins, and what it really takes to build a sustainable design business.

Whether you’re experimenting with marketing, struggling with pricing, or preparing to step out of the day-to-day and lead at a higher level, this episode is packed with real numbers, real lessons, and real encouragement.

This Episode was brought to you by Vetted by Design

If you are looking to outsource anything in your design business check out Vetted by Design to find some amazing highly vetted pros you can trust to help you grow your business.

www.vetted-bydesign.com

https://www.instagram.com/vettedbydesign/

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*Only for interior designers & pro's who serve the industry

Returning guest Georgia Economus of Designs by Georgia joins Ronniesha Rivera for a candid continuation of their earlier conversation — this time diving deep into the realities of process, pricing, and packages in an interior design business.

Georgia shares how running a “one-woman show” boutique studio has allowed her to expand beyond cabinetry into full renovations while still protecting her time, expertise, and financial stability. Together, Ronniesha and Georgia tackle some of the most polarizing topics in the design industry — including product pricing, charging consultation fees, requiring full payment upfront, and why designers should never be expected to discount products below retail.

This episode breaks down Georgia’s client discovery and qualification process, how she uses renderings and recorded walk-throughs to present designs, and why charging for time is essential to protecting intellectual property. The conversation also explores letters of agreement, wet signatures, payment draws, scope clarity, and how three-tiered service packages help designers serve different clients without overdelivering.

Ronniesha and Georgia share hard-earned lessons on risk mitigation, setting boundaries, managing expectations, and building consistency — along with practical advice for newer designers on securing legal and financial support early. If you’ve ever struggled with pricing confidence, scope creep, or protecting your business while still delivering great design, this episode is a must-listen.

You can find Georgia at:

https://www.designsbygeorgia.com/

https://www.instagram.com/georgiaeconomakis?igsh=YmRxYmd2aTF3c2c%3D

This Episode was brought to you by Vetted by Design

If you are looking to outsource anything in your design business check out Vetted by Design to find some amazing highly vetted pros you can trust to help you grow your business.

www.vetted-bydesign.com

https://www.instagram.com/vettedbydesign/

Connect with all things Founders & Friends on our Facebook Group & Instagram

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*Only for interior designers & pro's who serve the industry

After nearly 30 years in the interior design industry, Georgia — founder of Designs by Georgia — reached a pivotal moment: stay comfortable, or take the leap into business ownership.

In this episode, Georgia and host Ronniesha Rivera have an honest, no-fluff conversation about what it actually takes to start and run a sustainable design firm — especially at the construction and kitchen & bath level, where liability, budgets, and boundaries matter more than aesthetics.

Georgia shares why hiring an accountant first (before your first job!) is non-negotiable, why designers must bring in a lawyer early to draft contracts that protect them, and how blurry roles with contractors can quickly become a legal nightmare. Together, they break down how to set firm boundaries, qualify clients during discovery calls, identify red flags within minutes, and confidently walk away when a project isn’t the right fit.

The conversation also dives deep into the realities of kitchen and bath design — from why it’s a highly specialized discipline, to how Georgia sets realistic remodel budgets starting at $100K+, manages client expectations, and communicates costs without fear or apology.

If you’re a designer thinking about going out on your own, transitioning into kitchen and bath, or tightening up your business systems to protect your time, energy, and liability — this episode is a must-listen.

You can find Georgia at:

https://www.designsbygeorgia.com/

https://www.instagram.com/georgiaeconomakis?igsh=YmRxYmd2aTF3c2c%3D

This Episode was brought to you by Vetted by Design

If you are looking to outsource anything in your design business check out Vetted by Design to find some amazing highly vetted pros you can trust to help you grow your business.

www.vetted-bydesign.com

https://www.instagram.com/vettedbydesign/

Connect with all things Founders & Friends on our Facebook Group & Instagram

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Founders & Friends FB group

*Only for interior designers & pro's who serve the industry

In this episode of Founders and Friends, Ronniesha Rivera sits down with Candace Plotz, founder of Candace Plotz Design, for a candid conversation about building a design business rooted in intention, clarity, and real-life balance.

Candace shares her unlikely path into interior design — a leap from a secure career in healthcare and pharmacy into a creative life sparked by renovating her own wartime home. What started as a personal project quickly became the catalyst for a full-time studio, even before she had a formal business plan. (Spoiler: she signed seven clients in her first week.)

Together, Ronniesha and Candace unpack what it really takes to grow a firm: building a portfolio from scratch, trusting transferable people skills, and learning the behind-the-scenes processes no one teaches you. Candace also opens up about a major recent shift — downsizing her team and closing her beloved, profitable Homeful storefront so she could return to the creative work she missed most.

They dive deep into Candace’s structured intake and design process, her move from hourly to flat-fee pricing (and why she’s considering a hybrid model), and her philosophy of “intentional layering” — designing homes that feel comfortable, effortless, and deeply personal instead of staged.

If you’re a designer navigating growth, team structure, pricing, or just trying to build a studio that supports your life and your creativity, this one is for you.

Topics we cover:

• Transitioning careers into interior design (without a safety net)
• Building a portfolio and landing early projects
• The transferable skills that matter most in design
• Downsizing your firm on purpose — and why that can be powerful
• Creating a repeatable, clear client intake process
• Switching to flat-fee pricing + designing a hybrid model
• Presenting budgets without letting clients spiral into line items
• Designing for comfort through scale, proportion, and layering
• Protecting work-life balance as a business grows

You can find Candace at

https://www.candaceplotzdesign.com/

https://www.instagram.com/candaceplotzdesign/

This Episode was brought to you by Vetted by Design

If you are looking to outsource anything in your design business check out Vetted by Design to find some amazing highly vetted pros you can trust to help you grow your business.

www.vetted-bydesign.com

https://www.instagram.com/vettedbydesign/

Connect with all things Founders & Friends on our Facebook Group & Instagram

Founders & Friends Instagram

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*Only for interior designers & pro's who serve the industry

In this episode of Founders and Friends, Ronniesha Rivera sits down with Carleen Lamay, founder of C2 Accounting — a financial powerhouse serving over 60 clients, nearly half of them interior designers.

Carleen shares the real story behind C2 Accounting’s growth from a part-time solo venture into a multi-member firm with a strong niche in the interior design industry. She breaks down why so many designers struggle with bookkeeping, the risks of DIY finances, and how to avoid costly mistakes with sales tax, software syncing, and categorizing expenses.

Together, Ronniesha and Carleen explore:

• Why designers must hire financial support earlier than they think
• The difference between bookkeepers, accountants, and CFOs
• How niching down helped C2 Accounting become a trusted go-to for designers
• The power of effective delegation and team leadership
• C2 Accounting’s new “Monthly Foundations Review” tier for newer or smaller firms
• The financial habits that set profitable design businesses apart

Carleen also shares tactical insights on multi-state sales tax, software like Design Files and MyDoma, and how designers can build confidence by understanding the numbers behind their business.

This episode is a must-listen for designers ready to grow, get organized, and stop operating in the financial dark.

You can find Carleen at:

https://www.c2-acctg.com/

https://www.instagram.com/c2accounting/

Economic Nexus Map

This Episode was brought to you by Vetted by Design

If you are looking to outsource anything in your design business check out Vetted by Design to find some amazing highly vetted pros you can trust to help you grow your business.

www.vetted-bydesign.com

https://www.instagram.com/vettedbydesign/

Connect with all things Founders & Friends on our Facebook Group & Instagram

Founders & Friends Instagram

Founders & Friends FB group

*Only for interior designers & pro's who serve the industry

utsourcing, boundaries, and the journey to finding your niche — this episode has it all.

In this episode of Founders and Friends, host Ronniesha Rivera sits down with Cassidy Martin, founder of CM Interiors, to unpack her evolution from junior designer to sought-after rendering artist and business owner. Cassidy shares how she discovered renderings as a powerful niche, what it took to step into entrepreneurship, and the pivotal moments that shaped her approach to contracts, communication, and client boundaries.

Ronniesha and Cassidy dive into the real value of outsourcing renderings — from saving designers 30+ hours per project to elevating presentations with CM Interiors’ signature realistic style. They address common fears around outsourcing (cost, timelines, deliverables), break down what designers actually need to provide to make the process smooth, and talk about the role a strong welcome guide and clear expectations play in great collaborations.

Cassidy also opens up about early challenges, including a major payment dispute that ultimately reinforced why terms, conditions, and boundaries are non-negotiable for new business owners. She shares her vision for CM Interiors’ future, her love of collaborating with designers and builders, and her advice for aspiring entrepreneurs: have drive, communicate clearly, and find the niche that sets you apart.

If you’re a designer considering outsourcing—or an entrepreneur navigating your own early growth—this episode is full of insights you won’t want to miss.

You can find Cassidy at:

https://www.cminteriors3drendering.com/

https://www.instagram.com/cminteriors_3drendering/

This Episode was brought to you by Vetted by Design

If you are looking to outsource anything in your design business check out Vetted by Design to find some amazing highly vetted pros you can trust to help you grow your business.

www.vetted-bydesign.com

https://www.instagram.com/vettedbydesign/

Connect with all things Founders & Friends on our Facebook Group & Instagram

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*Only for interior designers & pro's who serve the industry

In this episode of Founders and Friends, host Ronniesha Rivera sits down with Kristen Thomas, founder and principal designer of Studio Thomas, for an inspiring conversation on building a design firm rooted in integrity, education, and heart.

Kristen shares how her journey began with a desire to provide for her family and a love of design inspired by her late father. She opens up about the early challenges of balancing motherhood and business ownership, the evolution from working with investors to leading a luxury interior design studio, and the mindset shifts that helped her scale with intention.

From formal education and business systems to integrity, billing structure, and leadership growth, Kristen offers a transparent look at what it truly takes to grow a firm “brick by brick.”

If you’re a designer or creative entrepreneur navigating growth, leadership, and longevity in business — this episode is a must-listen.

This Episode was brought to you by Vetted by Design

If you are looking to outsource anything in your design business check out Vetted by Design to find some amazing highly vetted pros you can trust to help you grow your business.

www.vetted-bydesign.com

https://www.instagram.com/vettedbydesign/

Connect with all things Founders & Friends on our Facebook Group & Instagram

Founders & Friends Instagram

Founders & Friends FB group

*Only for interior designers & pro's who serve the industry

On this episode of Founders & Friends, Ronniesha Rivera sits down with Rick Campos — interior designer turned business coach, podcast host, and public speaker — to explore the business side of design and what it takes to build a fulfilling, profitable career.

Rick shares his journey from running a design studio during the recession to pivoting into education and mentorship for designers. He opens up about lessons learned through failure, why contracts are non-negotiable, and how understanding your “why” can shape a business that truly fulfills you.

Together, Ronniesha and Rick challenge the old narrative that designers lack business acumen and dive deep into what it really means to treat creativity like a business.

Listen in for insights on:

• Building a business that reflects your values
• How to know when you’re ready for a business coach
• Why imperfection leads to growth
• Turning lessons learned into leadership

How you can connect with Rick:

https://designbizsurvivalguide.com/

https://www.instagram.com/designbizsurvivalguide/

This Episode was brought to you by Vetted by Design

If you are looking to outsource anything in your design business check out Vetted by Design to find some amazing highly vetted pros you can trust to help you grow your business.

www.vetted-bydesign.com

https://www.instagram.com/vettedbydesign/

Connect with all things Founders & Friends on our Facebook Group & Instagram

Founders & Friends Instagram

Founders & Friends FB group

*Only for interior designers & pro's who serve the industry