Task 2

I will begin with working predominantly in the UK as it has the largest creative sector in the EU. I have to take the current recession in to consideration as this is an obvious contributing factor to why there is less available work around at the moment, although this may also work in my favor as business owners are more keen to promote and advertise themselves to create business.

The UK does however seem to be working hard at keeping the creative sector thriving. Jane Owen writes for The Guardian, "by doing things such as building a new £15m National Skills Academy for Creative & Cultural Skills is being established which, by working with employers and trainers across the UK, will create a new generation of technicians and help meet the predicted 30,000 jobs needed in the industry by 2017" (http://www.guardian.co.uk/letsgetcreative/creatives-crunch). There is also a possibility of the Conservative party coming in to power in the impending election, which could mean a change in the amount of funding available to creatives.

There could be other socially contributing factors to my success as a free lance Illustrator. Changes in law, such as the smoking ban, need to be considered. Many pubs and bars across the UK have seen a drop in business since the ban was introduced in 2007. These venues are part of the client group I would be seeking out, and therefore have less disposable income to spend on promotional material, as do the bands performing in them. Although pubs can now use the finding that the smoking ban is harming their trade to make a claim to lower the "rateable value" of their premises – cutting their bills every year, which could improve on this problem. When becoming a professional free lance Illustrator, I will have to get myself registered as an independent business and ensure I am paying the appropriate tax.

Technology wise, working with young entrepreneurs and people who should be familiar with the internet and current technologies when running a business, having my work available online and regular contact through email is important. I will also keep up-to-date with current versions of software, such as Adobe Illustrator and InDesign.

To understand who my clients will be I have done a segmentation analysis. Most of my clients will be 18-60 and be part of the socio economic group B. The business owners I will target will be based mainly in London and Brighton.