1: About PG 1.1 Business Summary 1 1.2 1.3 1.4 1.5
Business Description 1 About the Firm 1 Goals and ambitions 2 Practice Structure 2
2: People 2.1 2.2 2.3 2.4 2.5
Partnership Management 3 About Directors 4 Biographies 5 Staff Qualifications 7 Staff levels 8
3: Company Structure 3.1 3.2 3.3 3.4 3.5 3.6
Company Structure 9 Financial Objectives 10 Estimate fees 11 expected expenses 12 Cash flow 13 Risk management plan 14
5: Fees and Services 5.1 5.2 5.3 5.4
Commencement Fee 15 Staff Hourly Rates 15 Percentage Fee 15 Lump sum 15
8: Social 8.1 Competitive Analysis 16 8.1.1 Strengths 8.1.2 Weaknesses 8.1.3 Opportunities 8.1.4 Threats 8.2 Marketing Plan 17 8.2.1 Strategy 8.2.2 Client Selection 8.2.3 Quality based selection 8.2.4 Architectural Competitions 8.2.5 Brand promotions and strategies
6: Memberships
4: Projects pg 4.1 Lux Hotel 19 4.2 Lima Museum 21
7: Contact 7.1 7.2 7.3 7.4
Contact us 23 Careers 23 Location map 23 Project EProgress Portal 23
Business Summary: LayerX architects Pty Ltd strives hard to deliver expertise to gain the trust of Clients by collaborating and producing designs that are in compliance to the interests of the firm, Clients, Consultants and the builder. To achieve this we review every single design stage as a practice assessing everyones goals to get a consistent result that is exclusive projects for our customers.
Business description LayerX architects Pty Ltd is a medium sized firm located on Miller st, Pyrmont. It is a market driven firm which focuses on facades, renovation and heritage projects. We project our practice to gain and provide experience and expertise in mentioned fields to the clients and increase the quality of deliverables. It is expected that there is a requirement from medium to high levels of expertise and services in renovation and facade up gradation for hospitality, Culture and arts sectors.
1
2
Operations and management Plan:
3
In reference to Companys structure, there are 60:40 ratios between directors which also effects the roles and duties required from individuals to maintain the stability of business.
4
5
6
7
8
9
Financial Objectives: Following are the goals LayerX Pty Ltd wants to achieve in finance: - To achieve breakeven level at all cost at the end of project - Project to achieve 18% gross profit for up gradation of the company structure - To achieve extra profit that can be used in economic downturns - To expand the firms infrastructure, increase the size and quantity of projects - To make sure that a record keep is being done for everything.
10
11
12
13
14
15
Competitive analysis Placed in suburb situated near to CBD, the company will face a high level of competition. However, after defining companys scope, the firm overlaps its interests with 4 firms ranging from sole traders to propriety companies. These are RenovArchitects Pty Ltd, ImageNation Studios (sole trader), ConStudios (sole trader) and Little Designs Pty Ltd. To place our practice in the area, the companys Strengths and weaknesses are to be analysed. As per analysis we get the following outcomes:
Strengths: - Practice
focusing particularly on Facades unlike other firms - Clients projected are different
- Can also take project as a product design venture
Marketing Plan: Strategy: The marketing strategy for our company is based on our ambitions that are efficiency, delivery of project in collaboration with client, developing a niche in renovation, heritage and conservation, and minimizing risks in our practice to ensure project delivery on time. Our approach includes the following points.
Client selection: Our firm is a market driven practice with focus Facade Rejuvenation and renovation projects. With increasing market of renovation projects in the field of Culture and arts, hospitality and retail, LayerX predicts to have a strong clientele in the city that can also expand in different cities in near future. The target clients of LayerX are retail and hospitality sectors, ranging small outlets to hotels that need renovations or need facade up gradations.
Quality Based Selection:
Weaknesses:
We project ourselves to target clients by fulfilling the required QBS of our clients. We carry out a research and determine the selection criteria of our clients and then come up to their expectations.
Architectural competitions:
- Less experience that companies competing against - Might have issues with finance matter in the beginning years
LayerX participates in competitions that project the right market for our firm. These competitions are renovation, heritage and conservation related projects that are of public significance and that not only the people but councils take interest in it. We make sure the companys moral - Attracting a very specific client over the period of time that is rights to the design as these projects tend to generate more exposure of expected to increase in near future the company. - More time spent means more renovation projects around the city which can be accommodated.
- Making a standard for upcoming firms
Opportunities:
Brand promotion and Strategies:
Threats:
- Competitors on macro level may take projects
- Unexperienced staff may pose risk to getting more Clients
We believe that making people aware of what our company is doing is of solid importance to increase our business. For our promotions, we not only use eMarketing techniques as platform to reach out. Press releases, contributions to architecture review and other magazines are other ways we focus on.
eProgress: We believe in delivering projects to our clients in an efficient manner. For that we have made an online progress portal where our clients can log in and see their projects progress. This allows the client to get informed whatever their location is but also helps the company to reach out to people in social circle of our clients.
16
17
18
19
20
21
22
23