This research shows that some successful micro design entrepreneurs size limit as a strategic choice from the outset and regard this as beneficial to their firm, optimising operations for this size through the organisation of internal and external resources. The objectives are to achieve design quality and to exploit specialist skills within the work of the studio. Examination of their environment demonstrates the benefits of a clustered location, especially for start up businesses, although more established businesses are less reliant on proximity due to the strength of their professional and social networks. This paper concentrates on the formation of the entrepreneur’s design concept and business model and how this creates their strategy for their design firm, which includes size limiting as a component. Resulting typologies of micro design firms allow better understanding of the successful micro design entrepreneur in comparison to other micro design firms.