What do you think?
Launch and Scale: A Creative Entrepreneur's Guide to Building, Branding and Growing a Successful Business
You already have the hard part.
Taste. Instinct. Creativity. The ability to make something out of nothing. What nobody hands creative people is the other half — the pricing, the structure, the systems, the unglamorous decisions that turn talent into a business you actually own.
Launch and Scale is that other half.
This is a practical guide for creative entrepreneurs who know how to make the work but were never taught the business behind it. Designer, educator, and thirty-year industry veteran Diana Pequeño walks you through the decisions in the order you'll actually face them — no hustle culture, no algorithm chasing, no assumption that you have a team or a budget.
Inside you'll learn how
Identify your target market and define what makes your work worth paying forChoose the right business structure — sole proprietorship, LLC, partnership, or corporation — and understand what each one protectsRegister your business, open business banking, secure insurance, and set up bookkeepingWrite a business plan you'll actually use, with a full outline includedCraft a mission and vision statement that guide real decisionsBuild a brand identity, brand message, and content strategy that sound like youSet up the systems that keep a business running — POS, payroll, and CRMPrice your products and services without underselling your workLaunch, measure what's working, and scale on purpose instead of by accidentCultivate creativity as a business resource, so the work stays good after it becomes incomeRoom to think as you go. Open pages for drafting your business plan, mission, and vision, plus note pages throughout. A glossary and a breakdown of common creative business titles round it out.
Who it's designers, photographers, artists, makers, writers, beauty professionals, coaches, online educators, content creators, freelancers, and anyone turning a creative skill into a real business — whether you're starting from scratch or finally putting structure under something you've been running for years.
Diana Pequeño is an educator, multimedia designer, beauty professional, and author who has spent thirty years in creative business. She started out on commission behind a salon chair and went on to build multiple brands of her own. Through her design studio and her online community, she helps creative entrepreneurs build businesses that last.
Creativity makes the work. Business makes it a brand.
Taste. Instinct. Creativity. The ability to make something out of nothing. What nobody hands creative people is the other half — the pricing, the structure, the systems, the unglamorous decisions that turn talent into a business you actually own.
Launch and Scale is that other half.
This is a practical guide for creative entrepreneurs who know how to make the work but were never taught the business behind it. Designer, educator, and thirty-year industry veteran Diana Pequeño walks you through the decisions in the order you'll actually face them — no hustle culture, no algorithm chasing, no assumption that you have a team or a budget.
Inside you'll learn how
Identify your target market and define what makes your work worth paying forChoose the right business structure — sole proprietorship, LLC, partnership, or corporation — and understand what each one protectsRegister your business, open business banking, secure insurance, and set up bookkeepingWrite a business plan you'll actually use, with a full outline includedCraft a mission and vision statement that guide real decisionsBuild a brand identity, brand message, and content strategy that sound like youSet up the systems that keep a business running — POS, payroll, and CRMPrice your products and services without underselling your workLaunch, measure what's working, and scale on purpose instead of by accidentCultivate creativity as a business resource, so the work stays good after it becomes incomeRoom to think as you go. Open pages for drafting your business plan, mission, and vision, plus note pages throughout. A glossary and a breakdown of common creative business titles round it out.
Who it's designers, photographers, artists, makers, writers, beauty professionals, coaches, online educators, content creators, freelancers, and anyone turning a creative skill into a real business — whether you're starting from scratch or finally putting structure under something you've been running for years.
Diana Pequeño is an educator, multimedia designer, beauty professional, and author who has spent thirty years in creative business. She started out on commission behind a salon chair and went on to build multiple brands of her own. Through her design studio and her online community, she helps creative entrepreneurs build businesses that last.
Creativity makes the work. Business makes it a brand.
69 pages, Paperback
Published September 3, 2026
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