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Synergy — Scott Osborne — Growth by Design — ACSE

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An event in association with the Association of Consulting Structural Engineers NSW. Total Synergy CEO Scott Osborne presenting on tips for growth for structural engineers, and busting the myths that typically prevent growth for AEC design businesses.

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Synergy — Scott Osborne — Growth by Design — ACSE

  1. 1. A Total Synergy product GROWTH BY DESIGN Scott Osborne – CEO, Total Synergy @scottosborneaus | #MoreTimeForDesign
  2. 2. A Total Synergy producttotalsynergy.com FOUNDED: 1999 – FOR AEC INDUSTRY FIRST CLIENT: CONSULTING ENGINEER OFFICES: SYDNEY / LONDON USERS: >16,000 ABOUT TOTAL SYNERGY
  3. 3. A Total Synergy producttotalsynergy.com
  4. 4. A Total Synergy producttotalsynergy.com DO YOU HAVE AN APPETITE FOR BEING A LARGER FIRM? HOW BIG IS BIG ENOUGH?
  5. 5. A Total Synergy producttotalsynergy.com DO YOU HAVE THE CAPABILITY? HOW BIG IS BIG ENOUGH?
  6. 6. A Total Synergy producttotalsynergy.com ARE YOU MANAGING YOUR PRACTICE OR DOES IT MANAGE YOU? HOW BIG IS BIG ENOUGH?
  7. 7. A Total Synergy producttotalsynergy.com COMMON PITFALLS TO GROWTH
  8. 8. A Total Synergy producttotalsynergy.com THIS PRACTICE RUNS ON GREAT DESIGN Reputation and brand vs Billing and Profits Risks to survival – Cashflow > wages, taxes Profitable rates + Utilisation = $ COMMON PITFALLS
  9. 9. A Total Synergy producttotalsynergy.com GREAT DESIGN ≠ PROFITABLE PRACTICE
  10. 10. A Total Synergy producttotalsynergy.com WE DON’T NEED TO BUDGET PROJECTS OR TRACK PROGRESS Fees need to reflect effort expended on projects = time + costs Successful firms do not pin their fees to the hourly rate – value based fees Staff need to deliver to the target of work effort not the total of fees = margin erosion COMMON PITFALLS
  11. 11. A Total Synergy producttotalsynergy.com WE DON’T NEED TO BUDGET PROJECTS OR TRACK PROGRESS Capacity planning reflects the availability of resources vs the effort estimated – headcount planning Estimating work and tracking actuals vs budgets highlights errors/issues – e.g. wrong project/stage or variations to scope or training issues COMMON PITFALLS
  12. 12. A Total Synergy producttotalsynergy.com I DON’T SET MY RATES, THE MARKET DETERMINES WHAT I CHARGE Engineers/Architects vs Accountants vs Lawyers COMMON PITFALLS
  13. 13. A Total Synergy producttotalsynergy.com I DON’T SET MY RATES, THE MARKET DETERMINES WHAT I CHARGE Value based pricing Expertise, innovation, timeliness of service etc Clear on scope and variations – line of communications at all times COMMON PITFALLS
  14. 14. A Total Synergy producttotalsynergy.com
  15. 15. A Total Synergy product
  16. 16. A Total Synergy product
  17. 17. A Total Synergy producttotalsynergy.com WE HAVE TO KEEP ALL OUR FILES ON A SERVER IN OUR OFFICE Partly true depending on file access speeds Cloud based systems are more secure, more rigorously protected, mobile and connected Working files can be synchronised until projects completed and then should be archived to the cloud COMMON PITFALLS
  18. 18. A Total Synergy producttotalsynergy.com CLOUD IS NOT SECURE (BUT MY SERVERS ARE!)
  19. 19. A Total Synergy producttotalsynergy.com I CANT AFFORD TO SPEND MORE ON TECHNOLOGY CAD/BIM | Accounting and office systems CRM | Forecasting | Resourcing Project information management | Collaboration Mobility COMMON PITFALLS
  20. 20. A Total Synergy producttotalsynergy.com WE DON’T HAVE TIME TO LEARN NEW TECHNOLOGY
  21. 21. A Total Synergy producttotalsynergy.com I DON’T NEED A SYSTEM TO MANAGE MY FIRM How do we know? Real time decisions Are we stuck in “hamster wheel” mode COMMON PITFALLS
  22. 22. A Total Synergy product BRAND FOR GROWTH
  23. 23. A Total Synergy producttotalsynergy.com WHY BRAND IS IMPORTANT There is almost nothing you do that can’t be copied in some way Being ‘design-led’ is not a point of difference Without a clear point of difference and defined value, you can only differentiate on price — that’s a race to the bottom. BRAND FOR GROWTH
  24. 24. A Total Synergy product CORE VALUES ATTRIBUTES BENEFITS BRAND FOR GROWTH BENEFITS BENEFITS • Value • Innovation • Efficiency via technology • Unique specialist knowledge (sector/location/technology) ATTRIBUTES ATTRIBUTES • What you do • Technology • Industry specialization • Unique expertise • Business model • Niche market focus • Partnerships • Physical appearance CORE VALUES CORE VALUES • Who you are • How you do things • What you stand for • Why people (should/will) work for you
  25. 25. A Total Synergy producttotalsynergy.com IDEAS FOR DIFFERENTIATION Specialisation Speed of delivery Technology Employer brand Loyalty BRAND FOR GROWTH
  26. 26. A Total Synergy producttotalsynergy.com HOW BRAND DRIVES GROWTH Brand creates value, stop eroding margin selling on price You win word-of-mouth business You win repeat business from your partners People (customers, industry partners) recognise your identity You attract the best talent (and keep them for longer) BRAND FOR GROWTH
  27. 27. A Total Synergy producttotalsynergy.com Growth cannot just happen without panic and errors Growth is not for the faint hearted Growth needs to reflect the changing needs of information Success via growth is the result of being clear, effective, efficient and informed SUMMARY
  28. 28. A Total Synergy producttotalsynergy.com PROJECT MANAGEMENT PROJECT COLLABORATION PROJECT ACCOUNTING SYNERGY GIVES YOU MORE TIME FOR DESIGN WITH…
  29. 29. A Total Synergy producttotalsynergy.com TIMESHEETS ACCOUNTING ADMIN WHAT IS SYNERGY ABOUT? MORE TIME FOR
  30. 30. A Total Synergy producttotalsynergy.com SYNERGY PROJECT MANAGEMENT
  31. 31. A Total Synergy producttotalsynergy.com SYNERGY PROJECT COLLABORATION
  32. 32. A Total Synergy producttotalsynergy.com SYNERGY PROJECT ACCOUNTING
  33. 33. A Total Synergy producttotalsynergy.com THE SYNERGY PROJECT DELIVERY LIFECYCLE
  34. 34. A Total Synergy product GROWTH BY DESIGN Scott Osborne – CEO, Total Synergy @scottosborneaus | #MoreTimeForDesign

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