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Architects, academics gather to reimagine business model for small architectural practices

February 13, 14, and 15, 2013
Memorial Student Center (MSC); Room MSC 1400
Texas A&M University
College Station, TX 77843

Workshop Abstract

This workshop is the first in a series of dialogues between industry and academia aimed at discussing both current and future challenges and opportunities for the teaching and the practice of Architecture, concurrently with exploring and conceptually developing mechanisms to face these challenges and capitalize on these opportunities. This inaugural event will be a facilitated interactive workshop will be focused on the development of a new business model for small architectural practices.  The workshop participants will collaborate with each other to identify, explore, and propose ideas for a new business model that will increase the effectiveness of the business of architecture, now and in the future. Working in small groups, the participants will utilize the Building Model Generation methodology that defines nine building blocks, with an emphasis on value propositions; customer segments, channels, and relationships; tasks, resources, and partnerships; and financial viability resulting from the revenue streams and the cost structure generated. The workshop will result in the development of several new implementable approaches to these building blocks, brought together on an initial proposal for a new business model for the business of Architecture, with a focus on small firms. The workshop will also provide a foundation to establish a long-term collaborative network.

For more information or to register:  http://one.arch.tamu.edu/news/2013/1/31/small-practice-workshop/


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Karen Pitsley AIA
Transforming Architecture
Highland MD
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Karen,
I built my business on finding new avenues for providing Architectural Services to larger portions of American society. I wish I could come to the workshop. I have a HUGE list of posts to the AIA Blog on this subject that can be found if you simply search using my name. Perhaps Dean Vanegas could benefit from reading about some of my real life applications concerning this very topic. If he'd like to pick my brain, I'd be happy to talk to him.

Here's a starter: Building relationships with Real Estate Agents and Builders is very important when trying to gain "marketing" access to average homeowners. Very few average homeowners think about using an Architect because very few of us recognize how to make a decent living working for average Americans of average income, so we're simply absent from the largest sector of the building industry as a whole. Design efficiency and understanding the appropriate level of service for the design problem is essential. More documents and services does not automatically make one more professional or excellent. It's all about solving the design problem efficiently for the price an average person can afford. It's not about the higher total fee, it's about the dollars earned per hour spent. Residences are NOT commercial buildings, yet we often think of them in the same way when it comes to documentation.

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Eric Rawlings AIA
Owner
Rawlings Design, Inc.
Decatur GA
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This is a great topic for discussion for all architects.  Will it be broadcast on the web or issued as an AIA seminar later?
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Peter Leoschke AIA
Mead & Hunt Inc
Madison WI
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Original Message:
Sent: 02-08-2013 08:45
From: Eric Rawlings
Subject: Workshop to change the industry

Karen,
I built my business on finding new avenues for providing Architectural Services to larger portions of American society. I wish I could come to the workshop. I have a HUGE list of posts to the AIA Blog on this subject that can be found if you simply search using my name. Perhaps Dean Vanegas could benefit from reading about some of my real life applications concerning this very topic. If he'd like to pick my brain, I'd be happy to talk to him.

Here's a starter: Building relationships with Real Estate Agents and Builders is very important when trying to gain "marketing" access to average homeowners. Very few average homeowners think about using an Architect because very few of us recognize how to make a decent living working for average Americans of average income, so we're simply absent from the largest sector of the building industry as a whole. Design efficiency and understanding the appropriate level of service for the design problem is essential. More documents and services does not automatically make one more professional or excellent. It's all about solving the design problem efficiently for the price an average person can afford. It's not about the higher total fee, it's about the dollars earned per hour spent. Residences are NOT commercial buildings, yet we often think of them in the same way when it comes to documentation.

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Eric Rawlings AIA
Owner
Rawlings Design, Inc.
Decatur GA
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I have a significant ethical concern regarding the Transforming Architecture group.  My understanding through listening to one of their webinars is that it is an attempt to "franchise" architectural practice ultimately nationwide.  I am uncomfortable with this concept and the way they presented it.  For example, they stated (this is paraphrased, not direct quotes) you can claim in a response to an RFP for a hotel project that your "company" has vast experience in hotel projects.......... because there are other "franchises" within the Transforming Architecture network that have done hotels, despite the fact that your firm has never done one.

I do not take exception to exploring innovative marketing strategies for the way architecture firms might market their practice, but what I heard in their webiner was very concerning.  In the discussions you are going to have in Texas, please keep ethical integrity at the forefront.  Do not get seduced by attractive marketing strategies born out of real estate company models that throw integrity and ethics aside.  Our profession is highly regarded as a trustworthy profession, so let's not betray that trust.  Hold professional integrity above shear profit-oriented capitalism, and please do not treat architectural practice as a commodity.  It is not a widget, but is a licensed professional practice that is very personal to each practicioner.

I welcome any clarification if my take-away is not correct.

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Adam Trott AIA
Adam J. Trott Architect
Erie PA
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