FOUNDATIONS Program

Valerie will help you understand why planning for your long-term business growth is important, what is included in a strategic plan, and how to start. She will walk through planning elements, considerations, and tools that can be used to collect input during the planning process. These short videos will also address defining your firm’s mission, vision, and values and using them to inform strategic decisions.

Short videos on Strategic Planning include:

1. Presenter Introduction and Content Overview

2. What is a Strategic Plan? (14:19 minutes)

3. The Discovery Process (13:37 minutes)

4. Mission / Vision / Values (25:14 minutes)

5. Sharpening Your Vision (11:27 minutes)

6. Putting Your Strategic Plan Together (10:00 minutes)

7. Bonus Session: Creating Your Annual Business Plan (4:05 minutes)

Downloadable and Linked Resources Include:

Mission / Vision / Values Worksheets

SWOT Analysis Template

Strategic Planning Template

Recommended Reading

Dena will explain what is included in a typical marketing plan, and how you can develop one that fits the needs, size, and marketing budget of your small design firm. She will also recommend which tactics firms should use to achieve specific goals with limited resources. Strategic use of social media will be covered, as will website and messaging best practices.

Short videos on Strategic Marketing include:

1. Module Introduction (1:43 minutes)

2. Creating Your Firm’s Marketing Plan (9:37 minutes)

3. Best Practices: Messaging (5:13 minutes)

4. Best Practices: Websites (7:34 minutes)

5. Best Practices: Social Media (10:38 minutes)

6. Your Marketing Plan in Action (3:20 minutes)

Downloadable and Linked Resources Include:

Marketing Planning Exercises

Marketing Messaging Exercises

Website Exercises

Social Media Exercises

Recommended Reading

Lucas will review best practices in business development for small design firm owners, including how to structure your BD efforts, when to invest in a client relationship management (CRM) tool, designing your sales funnel, how to map your customer journey, and tips for developing fees and writing effective proposals.

Short videos on this topic include:

1. Module Introduction (2:43)

2. Business Development 101 (13:25 minutes)

3. What is a CRM and Why Do You Need One? (12:38 minutes)

4. Mapping Your Customer Journey (26:31 minutes)

5. Fees and Proposal Strategy (26:06 minutes)

Downloadable and Linked Resources Include:

Business Development Exercises

Recommended Reading

Rena will introduce you to basic financial management concepts and help you learn to set your firm’s financial goals, annual and longer term. This includes how to develop a proforma with a profit plan and an annual budget. She will review revenue forecasting and key performance indicator (KPI) metrics that should be followed to track operational performance. This session will help you make smart business decisions such as when to hire and how to forecast for earning a profit.

Short videos on Financial Management include:

1. Module Introduction (1:29 minutes)

2. Financial Management Basics (13:02 minutes)

3. Key Performance Indicators: Profit - Loss Statement (8:58 minutes)

4. KPI: Balance Sheet & Cash Management (8:30 minutes)

5. How to Be More Profitable (18:27 minutes)

6. How to Price Services (12:59 minutes)

7. Annual Financial Planning (9:17 minutes)

8. Developing Your Five-Year Pro-Forma (5:58 minutes)

Downloadable and Linked Resources:

How to Delegate or Outsource Bookkeeping While Maintaining Control, a CVG worksheet

A Sample Chart of Accounts

Glossary of Financial Terms

KPFI Formulas: Profit and Loss Report

KPFI Formulas: Balance Sheet and Cash Management

Sample Cash Flow Management Spreadsheet - Excel

Profitability Indicators

Pricing Resources

Sample Fee Worksheet - Excel

Sample Profit Plan Worksheet - Excel

Sample Five-Year ProForma Worksheet - Excel

The Operations sessions focus on efficiencies and systems, specifically how to manage your time to best execute billable and non-billable work. Rena and Lucas will discuss best practices in resource management, project management, and the relationship between fees and time. We’ll explore how using the right systems, processes, and technology directly relates to profitability. We will also discuss different administrative roles and responsibilities, as well as how and when these roles need to be filled.

Short videos on Operations include:

1. Module Introduction (1:08 minutes)

2. What’s Included in Operations? (8:12 minutes)

3. Creating a Culture of Effectiveness (16:00 minutes)

4. Delegating for Success (15:19 minutes)

5. Using Technology Effectively (22:22 minutes)

Downloadable and Linked Resources:

Technology Exercise

Recommended Reading

Todd and Erin will address the fundamentals of building a team, including how and when to hire, salary and benefit development, logistics to consider, and building a strong firm culture. They'll discuss the importance of clear roles and responsibilities to create opportunities for career growth for everyone within your firm.

Short videos on Firm Leadership and Team Building include:

1. Module Introduction (3:11 minutes)

2. Basics of Firm Growth (10:15 minutes)

3. Preparing to Hire (18:24 minutes)

4. Growing Your Team: Roles and Responsibilities (7:39 minutes)

5. Recruiting Talented Employees (21:05 minutes)

6. Building a Strong Firm Culture (5:31 minutes)

7. Retaining Talented Employees (15:13 minutes)

Downloadable and Linked Resources:

Onboarding Plan Template

Responsibilities Worksheet

Job Advertisement Template

AIA Salary Calculator

AIA Guides for Equitable Practice

Recommended Reading