Yep, that’s a new word, or at least I think I made it up (and if I didn’t, it’s like me to think I made up a word). The bro-conomy, to me, is the economy that exists between “bros.” Or better put, between people that you have, or would like to have, a more than a business/client relationship with - it’s something quite special. So special in fact, that in receiving a $90 dollar sweatshirt for $300+ dollars of work, you are immediately satisfied and feel that you got the good deal.

Think Bro-conomy, Think Big

So how does one crack the bro-conomy nut? When I was at an agency I noticed the guys who were making the deals getting all sorts of cool shit. Occasionally it would trickle down and I would get something like the aforementioned hoody or a circle-hoe. But for the most part it stopped right before the schwag hit the creatives. I think the most important part is exposure to clients. Before the end of this long winded, much adu about nothing post, I’ll talk about web design, a few tips to help one thrive in the bro-conomy, and a few of my own personal bro-conomy stories.

Web Design and the Bro-conomy

I can’t think of a better profession to be in that web design for gaining access to the bro-conomy. Think about it - every single business in the world needs a website. It’s the new yellow pages minus the monopoly of the yellow pages (don’t worry, I will keep bagging on this waste of paper company later). There are usually two types of deals which arise, the pure-tradeout deal and the perks plus deal.

Pure Tradeout

Obviously this is the type of deal where no money exchanges hands - it is “I will do X for you, you do Y for me.” The cool thing about these types of projects is they are usually amongst friends and they’re usually low stress. Cause really, is he/she really your “bro” if they’re stressing you out?

The Perks Plus Deal

These a bit more straight-laced than the pure tradeout deal, a hybrid of the paying client and the bro. These deals usually come into play when a client doesn’t have a lot of money, but you appreciate what they’re trying to do and more importantly they’re just cool about it. A total cost of doing the work is estimated and then the price is knocked down for free schwag or other forms of services rendered (The IRS is going to come pounding on my door down for this.). These are usually low stress as well and help line the pockets with a little cash.

F the Man!! (-;

Sometimes a client will just throw free schwag on top to sweeten the deal - and those types of things go a long way in getting that extra effort out of a creative *hint hint*. Again, it’s a beautiful time to be a web designer, embrace your inner bro-ness.

How to Thrive

Like anything in life, this is all you. Well, occasionally a client will make the offer - but for the most part you have to hunt down your own “bro” deals and let people know you are open to them.

Hunting Down a Bro Deal

This is really a simple process that comes down to wants and needs. Do you want a discount on all of your outdoor gear? Then go to your local shop and offer to help out with their website.

A skill fit for a Mongoose

If the people working there can’t make the call - put yourself in front of the owner. For so many people, getting something they want in this way is begging - for the web designer, it’s offering up a highly sought after skill.

Sniffing Out the Bro Deal

This is sort of a Carpe Diem skillset - if a client hasn’t gone there, but can’t come up with necessary funds to start the project, this is where one would interject that trade out is an option. But don’t do it if the client doesn’t have something you want. A lifetime’s supply of gravel is hardly useful if you live in a cramped one-bedroom apartment. However, in thinking beyond yourself, you may be able to help out others (that need gravel).

Story Time with George Huff

Watch Company X

Watch Company X is a small high-end watch company based here in PDX - our deal consists of money and watches. I knew with them being a startup, they probably couldn’t afford to pay what I normally charge. Me, fancying shiny objects, was more than open to broker a deal involving trade. In our initial meetings I let them know I was open to cutting some of the costs down with trade - we reached an agreement and all is good.

Hecklewood + HomeSkillet = Love

Hecklewood Clothing is a peddler of the dopest streetwear. HomeSkillet Records (my labor of love) is a record label from the cold lands of the north who also put on a music festival every year called HomeSkillet Fest. The story goes like this, I sought after acquaintance Sam Huff (Hecklewood Founder) to design a tshirt for HomeSkillet Fest 2007. HomeSkillet Records, being as low budget as they are, could only offer up my web design services. Pure trade-out ensued and with the shirts being finished, I am indebted to Sam Huff to help him redesign and build Hecklewood Clothing’s website. So far the projects have been laid back and now Hecklewood Clothing store is one of my favorite places to just “pop-in,” and say hello. And I am quite convinced that I’m Sam’s favorite guest, and if not Sam’s, definitely Motley and Iggy’s - his two pitbulls.

Quality Trees Unlimited

Quality Trees Unlimited was probably one of my first non-bro tradeout deals. In the end the project didn’t work out - I helped the guy out the best I could, but he just didn’t deliver on any of the stuff I needed to complete the project. In hindsight, I feel bad - but I am getting over it.

The grey area of a sour deal

Danielle, my fiancee, decided we needed some trees in the backyard removed. Now before anyone screams bloody murder, these were ratty trees that were hazardous to our home. Anyhow, the guy she called shows up and first thing I do is notice the side of his truck doesn’t have a website, then I notice the business card doesn’t have a website, so I proposition him to get rid of my trees if I build him a website.

We reached an agreement and he handled his side of the deal. I ended up designing and building his website, but he couldn’t ever decide on a new domain name. He had previously tried to set a website up through the Yellow Pages “we’ll build your site and the screw you over” service, and they had the old domain he wanted. In the end he was unresponsive and just didn’t know how to get his stuff done. I tried to help, but couldn’t do anything because Yellow Pages would only talk to him. The last thing I could do was zip up the files and send them to him. I don’t think the site was ever launched. Not exactly an ideal bro deal.

Conclusion

I ended with the last story cause I wanted to illustrate not all bro-deals end up in an ideal place, especially if a person isn’t really your, “bro.” The best bro-deals are the ones where people actually know each other and strive to live up to their reputations. If the guy from Quality Trees Unlimited or myself decided to screw over one another - there would be no repercussions other than guilt.

The bro-conomy relies on people doing business with their friends and acquaintences, not some random Joe from company X. So really, the Quality Trees project was just a trade-out, not a bro-deal.

So as webdesigners (or whatever you may be), embrace the bro-conomy and thrive, and please share some stories, I always find them interesting. And remember, while the bro-conomy is something special, it’s not everything - ultimately money talks.

Cheers.

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