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[設計跨界X分享會2011] Tips For Leading A Design Firm 聽說領導一間建築設計公司有些小撇步
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[設計跨界X分享會2011] Tips For Leading A Design Firm 聽說領導一間建築設計公司有些小撇步

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2011-7-24 by Roy Lin …

2011-7-24 by Roy Lin
為什麼做設計賺不了錢?設計師真的是賠錢的行業嗎?你知道有些刻板印象和態度害慘了設計師嗎?這次將分享敝人在學校學到的一些設計公司的經營方法和態度,準設計從業人員必須來聽聽不然你又會掉入這悲慘的輪迴...。
活動錄影:
http://www.youtube.com/user/MacRoy74918?feature=mhee#p/u/17/FAkfqYM_GMA

https://www.facebook.com/interXdesign 設計X跨界 (Inter X Design) 是一個不同領域設計人交流的平台,將不定期舉辦設計跨界交流活動。

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  • 1. 聽說領導一個(建築)設計公司有些小撇步…
    Tips For Leading A Design Firm
    7/24 Roy Taipei
  • 2. Source from GSDcourse:
    LEADING A DESIGN FIRM
    Brian Kenet
    Richard Jennings
    Thank You, Brian, Richard!
    © 2011 Richard W. Jennings, FAIA
  • 3. GOOD DESIGN vs. EARNING MONEY?
  • 4. 有些事必須先知道…
    About the Business
  • 5. YOU!
  • 6. Cost of Design
    Ability to impact Cost
    & Function
    Design Effort/Effect
    Pre-Design
    Schematic Design
    Design Development
    Construction Documents
    Agency Permit / Bidding
    Construction
  • 7. Cost of Design
    Ability to impact Cost
    & Function
    Traditional
    Design Effort/Effect
    Pre-Design
    Schematic Design
    Design Development
    Construction Documents
    Agency Permit / Bidding
    Construction
  • 8. Cost of Design
    Ability to impact Cost
    & Function
    ?
    Traditional
    Design Effort/Effect
    Pre-Design
    Schematic Design
    Design Development
    Construction Documents
    Agency Permit / Bidding
    Construction
  • 9. Cost of Design
    Ability to impact Cost
    & Function
    Integrated Project Delivery
    (IPD)
    Traditional
    Design Effort/Effect
    Pre-Design
    Schematic Design
    Design Development
    Construction Documents
    Agency Permit / Bidding
    Construction
  • 10. SD
    15%
    DD
    20%
    CD
    40%
    Bid
    5%
    CA
    20%
    Design
    Bid
    Build
  • 11. SD+DD+CD
    75%
    Bid
    5%
    CA
    20%
    Design
    Bid
    Build
  • 12. Out of business every 6 months…
    Fee
    Time
  • 13. Out of business every 6 months…
    Fee
    Market…
    Market…
    Market!
    Time
  • 14. © 2011 Richard W. Jennings, FAIA
  • 15. CLIENT
    關於業主…
  • 16. How do our clients think of us?
  • 17. Source: 2007 AIA Client Perception Survey
    © 2011 Richard W. Jennings, FAIA
  • 18. Source: 2007 AIA Client Perception Survey
    © 2011 Richard W. Jennings, FAIA
  • 19. Source: 2007 AIA Client Perception Survey
    © 2011 Richard W. Jennings, FAIA
  • 20. Source: 2007 AIA Client Perception Survey
    © 2011 Richard W. Jennings, FAIA
  • 21. Source: 2007 AIA Client Perception Survey
    © 2011 Richard W. Jennings, FAIA
  • 22. So You MUST:
    • LISTEN to client carefully
    - Understand client's NEEDS
    - Understand client's BUSINESS
    - Be a TEAM PLAYER
    - Be very good at COSTS AND BUDGETING
    - Manage your firm WELL, be ORGANIZED, be TIMELY
    - Be EASY to work with
    - See projects through CLIENT'S EYES
    - Be the BEST!
    - Create a MARKET PLAN
  • 23. And to be DIFFERENT:
    • Take charge of the project
    Lead and manage the whole process
    Ask what would you do if you were client?
    Help everyone on the team be success
    • Be the central source of Knowledge & Communication
    Meeting notes, Memo, project notebooks, files, records...
    - Show up at every opportunity
    "80% of success is just showing up" - Woody Allen
  • 24. MARKETING
    關於行銷…
  • 25. Marketing Tools?
  • 26. Articles
    Direct Mail/Email
    Marketing Tools?
    Speeches
    Networking
    Small Seminars
    Community Activities
    Publicity
    Cold Calls
    Brochures/Websites
  • 27. Most effective
    Small Seminars
    Speeches
    Articles
    Community Activities
    Networking
    Publicity
    Brochures/Websites
    Direct Mail/Email
    Cold Calls
    Less effective
    © 2011 Richard W. Jennings, FAIA
  • 28. Tips for Marketing:
    -Get and stay close to clients who build
    -Pursue work from Repeat client
    -Best marketing is One-On-One
    - Work best when it's a Demonstration
    - Brochures and mass mailing DO NOT get jobs
    - Get the client to Talk to you about his/her needs before you start "SELLING"
    -Market Plan!
    Executive Summary
    Goals of the Firm
    SWOT Analysis (Strength, Weakness, Opportunity, Threats)
    Market Trends
    Objectives and Strategy
    Action Plan
  • 29. FINANCE
    關於錢錢…
  • 30. After all, it’s a BUSINESS…
  • 31. WHY CARING MONEY?
    • Do you want to start your own firm or become a partner?
    • 32. Do you want to be appropriately rewarded for your talent, skill, education? Many design firms who do great work are weak from a financial perspective
    • 33. Your clients are likely to be shrewd and savvy – so you should be too!
    • 34. Managing a project to deliver on time and on budget and managing the finances of a firm are very similar tasks
  • For Non-Specialist:
    • Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.
  • For Non-Specialist:
    • Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.
    Know how your cash flows,
  • 35. For Non-Specialist:
    • Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.
    Know how your cash flows, know details of your expenses,
  • 36. For Non-Specialist:
    • Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.
    Know how your cash flows, know details of your expenses,
    and make arrangements,
  • 37. For Non-Specialist:
    • Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.
    Know how your cash flows, know details of your expenses,
    and make arrangements,
    and let your client know your financial concern if needed,
  • 38. For Non-Specialist:
    • Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.
    Know how your cash flows, know details of your expenses,
    and make arrangements,
    and let your client know your financial concern if needed,
    then you'll be surprised how they are willing to work with you,
  • 39. For Non-Specialist:
    • Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.
    Know how your cash flows, know details of your expenses,
    and make arrangements,
    and let your client know your financial concern if needed,
    then you'll be surprised how they are willing to work with you,
    After all... it's a business.
  • 40. Richard的小故事
  • 41. CULTURE
    關於文化…
  • 42. Personality is to people
    is what Culture is to a firm
  • 43. From some design firms' website:
    "Our culture is our brand. It differentiates us from the pack"
    "Our culture is a product of how we treat and respect each other..."
    "How we hold personal and professional satisfaction as priority..."
    "How we share and communicate, and how we encourage all to give back to our profession and the community..."
    "Recruitment of outstanding people is always our desire, retention of those people is our success."
    But, what do these statement really tell us about the firm? Are they true or just words?
  • 44. Roger Goldstein, FAIA
    Intentionally mixing teams from one project to the next is an integral part of his firm's culture.
    ...Encouraging a design team to "spend a few days developing a bunch of ideas that may or may not be workable" is not only intriguing for pushing the design envelope but contributes to a culture of innovation.
  • 45. David Kelly, IDEO
    The brainstorming process - "enlightened trial and error" and "focused chaos" - is part of the IDEO culture...
    They don't get too attached to their first few design ideas...They know they will change and improve...
    The final design has benefits from a series of explorations and perspectives...
    The internal competitive environment can push outcomes to new heights...
  • 46. Michael Ryan, EDI
    The physical environment of an office can reflect and influence its culture.
    Something as simple as a big open space-no special offices, no closed doors, and no cubicles-promotes an atmosphere of shared experience, mutual respect, and casual exchange...
  • 47.
  • 48. Leader and New firms:
    - When you start a firm, there is no culture
    - Founders and leaders of design firms set the culture
    - Culture evolves as a firm succeeds and grows
    - Leaders must understand how to manage culture
  • 49. Advice for Leaders:
    - Set a due, ask yourseld how well you can begin to understand the culture in which you are embeded.
    - If you are a leader of a design firm, everything you say, do and belive will affect the culture of the firm
  • 50. Thank You!
  • 51. 聽說領導一個(建築)設計公司有些小撇步…
    Tips For Leading A Design Firm
    7/24 Roy Taipei