Books and Resources to Start Strong
Building an instructional design business requires understanding both the craft of learning design and the business side of running a service company. These books will give you foundational knowledge in instructional design methodology, adult learning principles, and how to position yourself in the market.
Instructional Design: A Systematic Approach by Robert M. Gagné, Walter W. Dick, and James O. Carey
This is the foundational textbook in the field. It covers the ADDIE model (Analysis, Design, Development, Implementation, Evaluation) which is still the backbone of how most instructional designers structure their work. Understanding this framework deeply will make you credible with clients and help you deliver consistent, effective training solutions.
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The Talent Code by Daniel Coyle
This book explains how people actually learn and develop skills—the science behind deep practice and skill acquisition. As an instructional designer, you’ll use these insights constantly to design training that actually sticks. It’s accessible, research-backed, and directly applicable to every course you create.
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Telling Ain’t Training by Harold D. Stolovitch and Erica J. Keeps
Most corporate training fails because it’s poorly designed. This book shows you exactly why and how to fix it. You’ll learn to spot ineffective training immediately and pitch better solutions to clients. This knowledge positions you as someone who understands the business problem, not just the training tool.
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The Business of Expertise by David C. Baker
If you’re starting a service business, you need to understand how to position yourself, price your work, and attract the right clients. This book walks you through positioning, contract negotiations, and building a sustainable consulting practice. It directly addresses the business side many instructional designers struggle with.
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Equipment You Need
Your primary tools as an instructional designer are digital and relatively affordable. Unlike product-based businesses, you don’t need expensive machinery. What you need is reliable software, a good computer, and the ability to communicate effectively with clients. Most of your setup cost comes from software subscriptions and a professional workspace.
Computer and Hardware
- Laptop or desktop computer: A reliable machine with at least 8GB of RAM and solid processor. You’ll be running design software, video editing tools, and multiple browser tabs simultaneously. A used laptop in good condition works fine to start.
- External monitor: A second screen dramatically increases your productivity when designing courses. You can reference source materials on one screen while building on the other.
- Webcam: If you’re doing client video calls or recording instructional videos, a quality webcam is essential. Many laptops have adequate built-in cameras, but a dedicated USB webcam improves professionalism.
- Microphone: A USB condenser microphone produces clear audio for recordings and calls, and it’s one of the first things clients notice.
- Headphones: Closed-back headphones let you hear audio clearly while recording and reviewing work without disturbing others.
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Learning Management System and Authoring Tools
- Learning management system (LMS): You need to understand how courses run on platforms like Moodle, Canvas, or Blackboard. Many are free or open-source. Some clients will host courses on their own LMS; understanding how to structure content for these platforms is critical.
- Course authoring tool: Articulate Storyline is the industry standard for interactive course development, but it’s a paid subscription ($120-150/month). Adobe Captivate is an alternative. For smaller projects, free tools like Twine or even PowerPoint can work initially.
- Rapid e-learning tools: Rapid authoring tools like Rise by Articulate let you build simple courses faster. This is more affordable than Storyline and good for starting out.
Graphic Design and Multimedia
- Design software: Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro) is the professional standard, but it’s expensive ($55/month). Canva Pro ($13/month) handles most basic design needs for course graphics and simple videos. Figma is excellent for prototyping and designing course interfaces.
- Screen recording software: Camtasia ($130 one-time or subscription) records your screen and includes basic editing. Open-source alternatives like OBS Studio are free. Built-in tools like Screenflow (Mac) work adequately for simple recordings.
- Video editing: DaVinci Resolve (free version is robust) or Adobe Premiere Pro. Start with the free option.
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Research and Communication
- Project management tool: Asana, Monday.com, or Trello help you track design projects, client feedback, and revisions. These are essential for managing multiple projects and clients simultaneously.
- Collaboration platform: Google Workspace or Microsoft 365 for documents, spreadsheets, and sharing with clients. This is often expected by clients.
- Communication tools: Slack (optional but useful) for team communication, Zoom for client meetings.
Workspace Setup
- Desk and chair: You’ll spend 40+ hours per week at your desk. A quality chair prevents back pain. An adjustable desk is a long-term investment that pays for itself in reduced strain.
- Lighting: Good task lighting reduces eye strain during design work. A desk lamp with adjustable brightness is sufficient.
- Notebook and pen: Always useful for sketching course structures and taking notes during client calls.
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What to Buy First vs Later
Start lean and expand as you land clients. Your first priority is having a professional setup that lets you take on work. Your second is the software that actually lets you design courses.
- First (Month 1-2): Reliable laptop, external monitor, USB microphone, headphones, Zoom account, Google Workspace, and a design tool. This covers the essentials: you can meet with clients professionally and start building courses.
- Second (Month 3-6): Articulate Storyline or Rapid e-learning platform, Camtasia, ergonomic chair. These let you take on larger projects and work more efficiently. You’ll earn enough to justify these expenses once you have 1-2 client projects.
- Third (Month 6+): Adobe Creative Suite, advanced video tools, additional software for specialized needs. At this point you’ll know what gaps exist in your capabilities and what your clients actually ask for.
- Optional: Project management software like Asana. Free versions work fine for 1-2 years. Upgrade when managing 5+ active projects becomes difficult.
New vs Used Equipment
Buying used strategically saves money without sacrificing quality. Your computer, monitor, and office furniture are good candidates for used purchases. However, certain items should be new: your microphone (used microphones are unreliable and may have audio issues), headphones, and keyboards. Software subscriptions are always new, of course.
Check refurbished laptop options from Dell, HP, or Lenovo directly. These are warrantied, properly restored, and cost 20-30% less than new. A refurbished laptop from a manufacturer is more reliable than a used one from an individual. External monitors are virtually the same new or used if they’re recent models. Office chairs are one area where used is excellent—used Herman Miller or Steelcase chairs sell for a fraction of retail and last another decade.
Where to Buy
- Amazon: Reliable for hardware, fast shipping, easy returns. Use this for monitors, microphones, chairs, and accessories.
- B&H Photo: Excellent for cameras, microphones, and video equipment. Better selection than Amazon for professional audio gear.
- Adorama: Similar to B&H, good for video and photography equipment with competitive pricing.
- eBay and Facebook Marketplace: Used office furniture and older electronics. Inspect carefully and buy only from sellers with strong ratings.
- Manufacturer refurbished: Dell, HP, and Lenovo sell refurbished laptops directly with warranties. Often the best value for computers.
- Software: Buy directly from the software vendor when possible (Articulate, Adobe, Canva). Avoid third-party resellers for subscriptions.
- Local office furniture retailers: See used options in person before buying a chair. Comfort is personal.