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pomput8re ff congch things as the services the ?rm offers,


?nancial resources, proje
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GOALS, OBJECgorganizations goals are broad statements of
whatgffn its owcs the business think through the marketing efforts
the ?rm wiloyanding what the ?rm does very well is one consideration.
Reviewing customer complaintt no experience in that specialty would obviously
be a weakness.

External factors are the opportunities for, and threats to, the ?rm. Firms
that are busy keeping up with its current day-to-day practice often miss seeing
potential opportunities. Not reading the newspaper makes it nearly impossible
to know if a new corporate headquarters is moving into the area. A contact with
the real estatfunity. Other extfrecasts, and the ?rms customers can be
opportunities or threats depending on exactly what is going on. New legislation
limiting aspects of traditional interior design practice, such as requiring
contractors licenses for supervision of materials installation, is a potential
threat.
Examples of SWOT items are shown in Table 13-2. Additional examples are
included on the CD as Item 13-2. These examples should help you write your own
SWOT analysis.
This kind of formal analysis helps the design ?rm to understand what it can
do, what it wants to do, and what it must work on to improve present services so
that the ?rm will be in a position to offer additional services. It also helps de?
ne
outside in?uences on the ?rm that can affect its mix of services and its ability to
offer services to speci?c groups of clients.
The easiest way to begin SWOT analysis for the strategic plan is by
reviewing the skills and interests of the owner and all the staff. Once the ?rm
knows what skills and knowledge exist within the staff, analysis of how the ?rm
operates and processes of the company are importantespecially when a desire
to enter a new market is considered. If customer service has been notoriously
bad, this factor will not help the company when it seeks to obtain a new market.
Competition and existing or expected customer base is also important. Interior
designers do not feel they have competition, but they do. Every residential
MISSION STATEMENTS
A common component of the strategic plan is the mission statement. As
discussed in Chapter 11, a mission statement is a concise philosophical state-
ment that explains a ?rms direction and purpose. It generally has an external
focus, telling clients and other outsiders what the purpose of the ?rm is. A
mission statement is a crucial part of strategic planning, since it is assumed that
a
?rms mission might change over time. Reviewing the existing mission statement
at the early planning stages helps a prospective business owner think about the
overall purpose of the business and determine if it needs to be modi?ed.
For reference, you may wish to review the section on mission statements in
Chapter 11. The CD contains additional sample mission statements and an
opportunity to develop a company statement. See Item 13-1 on the CD.
Another example of a simple mission statement is this: De?ning Interiors,
LLC is a full-service interior design ?rm providing the highest level of profes-
sional skills and creative solutions for the corporate client. Another example
is,
AB & C Interiors is a client-oriented residential interior design ?rm dedicated
to
providing creative design solutions that meet the clients needs ?rst.
A mission statement starts with the concept of where does the ?rm want to
go. It is important that it be focused, not vague, though it is still a
philosophical
statement. Some confuse a mission statement with a vision statement. A vision
statement comes from the values and convictions of the owner of the ?rm and
expresses what the ?rm hopes to become: the best, most creative hospitality
design ?rm in the country. Vision statements are more internal and used to focus
and direct the staff and are less often communicated to clients and outsiders.
Some of the references on strategic planning use vision instead of mission
and vice versa. The point is to develop a simple expression of what the ?rm is
trying to do so as to clarify its direction in the goals and other activities and
tasks
of the company.
Many texts on how to go about making a strategic plan suggest writing or
revising the mission statement before completing the rest of the work of the plan.
Others put it off until the end. The in-depth analysis that a ?rm should do as part
of the strategic planning process often leads design ?rms in slightly different
directions than might even be expected. If it is reworked at the beginning of the
process, it is recommended that it be revisited one more time after the rest of the
strategic planning process is completed to be sure it does not need any slight
changes.

BUSINESS ANALYSIS
It would be unwise for an interior designer to start working on a project for a
client without knowing the current situation of the space and requirements of the
client for the new plan and speci?cations. Likewise, it is unwise to create a plan
for the future of the business without ?rst analyzing the ?rms current condition.
It is very dif?cult to determine what the possibilities for the ?rm are until the
owner and employees know what they can do right now. By carefully looking at
the forces that affect the design ?rm, the planning team can make better
judgments for the future.

This type of layer has a vapour resistance of more than 0.25 MNs/g.

Sequence of construction
Some of the details presented in this document can only be followed effectively if
consideration is given to the sequence of construction. This is important with
regard
to the placing of insulation materials and particularly where insulation needs
access
from two sides to allow correct positioning. An example of this is at the eaves of
a
roof where it may be necessary to fit the insulation which links the wall and roof
insulation before the soffit boards are fitted.

Dense Block
For the purposes of this document a dense block is one with a thermal conductivity
greater than 0.7 W/mK.

Thermal Conductivity (lambda - ? )


Thermal conductivity is a measure of a materials ability to conduct heat. It is
measured in W/mK and is the quantity of heat (in Watts) which will pass through 1
square metre of the material 1 metre thick for each degree difference in
temperature
between one side of the material and the other.

Any quoted thermal conductivity of a given material is, therefore, independent of


its
thickness.

Air infiltration
The details shown in this document contain measures designed to reduce air
infiltration. This depends on the form of construction and the level of workmanship

but the objective is to form a definable, continuous air barrier around the
dwelling.
Ways of preventing air infiltration should then be considered at every penetration
of
this barrier.

Particular care on site should be paid to:


joints between structural components e.g. wall to floors
joints around components and opening within walls
service penetrations plumbing, electrical and ventilation.

General
close any vertical ducts at the top and bottom where they meet the air barrier
(e.g. boxing round soil vent pipes)
seal any service penetrations through the air barrier
select the appropriate sealant or gap filler for the size of gap and degree of
movement anticipated.

Masonry Construction
ensure continuous ribbons of adhesive are used to fix to dry lining at
perimeters of external walls, openings, and services on external walls. The
importance of correct sealing of dry lining on dabs needs to be stressed, as
this is a key area of infiltration and can seriously affect the overall ventilation

rate
use joist hangers to support floor joists
seal under skirting boards where dry lining is used, or on suspended floors.

Timber Frame
ensure DPCs are turned up behind sole plates and lap with vapour control
layers; alternatively seal with mastic or a gasket between the DPC and sole
plate
place bead of mastic on timber floor deck before positioning wall panels
(timber ground floors and intermediate floors)
ensure sheet vapour control layers are properly lapped at junctions, and/or,
ensure any vapour control plasterboard is jointed in accordance with the
manufacturers instructions
always return vapour control layers into door and window reveals, head and
sills
cut vapour control layers tight to electrical outlets and seal at piped service
penetrations, (with tape or sealant as appropriate)
ensure all breather control membranes overlap each other and are stapled in
place.