¶ Episode Intro
it is exciting. It's a, it's definitely an interesting, project, and there's another opportunity for one of these as well. so I think let's see how this first one, pans out.
That is Alexander Buckridge, an architect based in NYC that is in the process of starting his own architecture firm. And if you've ever felt unsure about exactly how to win new clients and give your firm the best chance, then you don't want to miss this. We'll dive into a distillery project that Alexander is trying to win right now.
they would like me to send on the latest and greatest deck, of what I'm doing and get me in the mix.
Then we discuss how to prep for an upcoming meeting with a big NYC developer.
going back to your last point about the smaller scale is like, there's a bit more intimacy, there's a bit more trust and all that stuff that you're going to bring to the table.
And we end by covering how much time and consistency architects should devote to business development.
they're not going to turn up trumps this week, next week, the following week, but it's, there's a payoff coming down the line.
¶ How to approach distillery proposal
Yeah, let's talk about the distillery for a minute, just because it's a conversation that's been ongoing for roughly about 18 months and, now, it's been a situation of awaiting funding, but, the project is probably like 40 minutes outside of Dublin, it's a large, mill building with a huge renovation to the front of it. It's an extension that's been completed and that's actually the distillery itself for the production because that has to go first. It's quite interesting.
and now they're talking about more of the hospitality, more of the tourism side of it. As you see, it's a big thing, you know, this yeah, probably visited the site. 18 months ago and you know, it was awesome. It was really nice to see that building itself extension completed and then what they were planning to do with the rest of it, which was this old stone structure. five stories, yeah, really nice building potential. So they were talking about offices.
They were talking about, having like artists retreat there and stuff and different things like that. It's quite a creative hub. They're seeing it as with whiskey. So anyway, there was a lot of alignment. What I thought myself, was interested in, I was always passionate and I'm passionate about, back 10 decade, implementing and putting boots on the ground there to get stuff, built and. yeah, so that's how all those conversations started.
recently that I had, on Wednesday conversation that the funding had now come in for, this second phase, cause ultimately it's a second phase, and, that, they would like me to send on the latest and greatest deck, of what I'm doing and get me in the mix. Now, obviously I'm a startup. This is, building itself is significant. And. And so what I want to do is position myself where I can get some scope, there's endless opportunities within this complex, let's say, ultimately is what it is.
I want to talk about, you know, best way to approach her. Cause I will just go through what you would say. If someone says, Hey, could you send me over your latest and greatest? You send it over, it goes into some kind of a void that then goes through another void, and then you may never hear again.
So I'm not saying this is exactly what will happen here, but, again, if we want to talk about, how to do sales and negotiating and all that kind of stuff, there is approach to take that is much more opportunistic and puts you in a better positioning than, the latter of sending if I email and praying that, an email comes in saying you have been chosen. It just doesn't
Yeah. Yes. That's so true. Okay. So I know that you had mentioned, I think you mentioned to me before that you have a relationship with the director there or one of the directors there. So you
yeah, I know to be honest with you, the two of the main guys there, I would meet up when I go back to Ireland and, get a coffee with, get a beer with. there's definitely a friendly relationship there.
So the first thing that you want to do is gather as much information as possible. And if I were you, way that I would do that is I would try to jump on the phone with those two friends that you have, in Dublin or in Ireland that are directors or at least directly associated with that project. And I would just try to get a sense for that scope that they have.
like you said, like you just want some scope, obviously you're not going to get the full scope because you're a startup, you're just one person. But if you were involved, I think you want to try to figure out exactly What avenue is most realistic for you to become involved? is that through the interiors? Is that through just, one floor or something that they're doing on, so I would open up that conversation and be like, Hey, I'm, I saw, I saw your email. I saw that you guys are looking for this.
I'm really curious to learn more, about exactly what it is that you're looking to do and how I can potentially help. do you just have a few minutes to answer some questions and then, just say what are you looking for? How many people are you planning on hiring? Are you just looking for one firm to do it? Are you going to be hiring like a few different people to help? Because if that's the case, if they say, we're just looking for one firm,
Yeah.
then, then, the next question might be, Oh, okay. Like who else have you reached out to, to help with that? or who else are you asking to submit? Because then if I were you, I would actually go directly to those firms and say, Hey. so and so also asked me to submit something. I'm not yet large enough to take this project on myself, but I would really love to help, I have a lot of roots in this. I'm like, I'm really emotionally attached to what's happening here.
is there any way that we can collaborate or that I can help you with this as well? Does that make sense?
yeah.
yeah, first it's just gathering as much information as possible if they're looking for something finished in four weeks, then I might say something like, before I submit this whole thing in a few weeks, do you have some time next week for me to walk you through what I'm thinking?
Now
Like get in front of them as much as possible.
so you would say first just jump on a call to clarify scope, just overall, direction they're heading, a bit of a more of an update from probably like previous conversations.
like a discovery, like what are the, yeah. What challenges have you faced? What are you, what's the outcome that you're hoping for? What's the scope look like? how many people would you plan on hiring? how large is this project? getting a sense, I think for those things would be really great. And then the second part of that is trying to set up another meeting where you can get feedback on.
What you're thinking and the way that you're understanding so you can even frame it that way like do you mind if we schedule some time in a couple of weeks? To make sure that I'm understanding everything correctly and show you what I've come up with
What would you call that second call? as a headline,
Check in you could call it like something really casual like that
A check in on not a proposal per se. I know that's getting a bit too granular, but it is like you're drafting out kind of the bones.
Yeah, it's almost like, Hey, this is where I'm at. This is the way that I was understanding what you were saying, because it's just meant to be a short call, right? Because you're just meeting with the people that you know directly, but there's a larger group of stakeholders, right? So you're just
Yeah.
to meet with those people because ultimately, to me, what those two people are that is that they are your champions in this, right? Assuming that you have some kind of relationship. And so you really want to warm and lean into those relationships that you already have. So that when they are part of that stakeholder decision making process, they can go to bat for you. and they can say, Hey, we've met with him a couple of times. He's really interested. He's super invested.
He has an emotional attachment to this. and I think it's something that he would do really great at. and if I were you, I'd lean heavily into that story. Even when you do put together the full deck, like even if it's starting with a picture of you as a kid, in the area or something, and it's I think it's okay to be upfront. Like this is my dream project, Yeah. So it's like, this means a lot to me for these reasons.
And, and I, I think I have a lot to offer here and I want to take, almost like you were just saying it to me. I want to take everything that I've learned from all over the world and bring it back to my hometown. so I think there's a, there's definitely a storyline in there that is really powerful. you have an emotional tie to it that I think could be used really well.
Yeah. I like that. So we're looking at a kind of a light discovery call, like a, like an updated one. And then a check in after that with what my findings are, my understandings are. then I think after that, you share where you've got to assuming that we're all there, where I'm in the mix, etc. And we take it from there, ultimately.
yes, exactly. And hopefully they give you an opportunity to present that proposal to them in some
yeah, because I know we touched
that's why, yeah, just in case they, just in case they can't, I think that's why it's really good to try to create those champion relationships. with the two that you already know and just try to touch base with them as much as possible and make them almost feel invested and involved in your own proposal.
yeah, that's great. no, I think I'm gonna go through those steps And let's see where it gets to because
that sounds exciting.
it is exciting. It's a, it's definitely an interesting, project, and there's another opportunity for one of these as well. so I think let's see how this first one, pans out.
Yeah, That's
¶ Sponsored by Gelt
awesome.
¶ RXR Relationship Building
okay. And then the other, thing I want to discuss was conversation. Another conversation that I had this week with a developer in the city. it's one of their head of their design team. They're, they're called RXR. And what they want to do is, how we met was through Syracuse. I was on the kind of a professional practice.
board thing that we were sharing with the students about, what it's like, after you go into the workforce, et cetera, the reality of it and much more the nuts and bolts of business and architecture, and they were also on it. So just a bit of context as well as helpful because yeah, there's a bit of crossover then. So then I spoke a bit about the work I'd been doing. They were speaking a bit more on a higher level about their out there.
Like they've got the contractors, they have the real estate, it's all in house, which is quite interesting. It's the architecture, it's all one umbrella. And so we were talking at different scales, but facing similar issues. So afterwards I kept in touch with someone, invited them to a going away party. Then we grabbed a coffee when I just got back from my trips in Europe.
And, they, that conversation concluded with, seeing the first opportunity for me would be to work on some marketing activations and some of their developments. from my understanding of work I've done previously, that would look like setting up, whether it's an office space, whether it's a retail space, a residential space, for potential tenants bringing in design that gets people excited that gets people like visualize this could be something.
Special or it could be somewhere I can position my company. I could position my family and, in New York city in particular, there's a big demand and you need to make a bigger effort, to entice people. So. I sent a message back on LinkedIn to, to her just to, summarize my understanding of the conversation of what she was wanting, from me in particular, in terms of showing examples of that I've done, which I have from.
If I'm working previously at my previous firm, we've done stuff like that and potentially other things that would speak to that. And what was interesting was, as I was thinking about it, there's within these activations, they're they can be permanent and they can be pop up kind of things. It's essentially, you do have a light activation, a medium and a, I think it's called a full one. And what that looks like is the light version would be. A sculptural piece, or it could be just like lighting.
It's a lighter kind of touch with a smaller budget. It's all capital orientated. The medium would be a bit more immersive. It could be, one space and then the full is just the entire floor. You're looking at different packages, which I think is interesting again as well to adapt to what the building has and what the budget, I guess, ultimately they have either.
So the idea would be to go in, in two weeks and meet with the rest of their team, which is a great opportunity to meet with the rest of she's going to introduce me to the other team members, et cetera. And then to just share and present those kind of like relevant projects that I've done previously and for us to find. Somewhere to kick off with things.
Cool. That's awesome. Alright, so let's talk about what's really great here. Is that the whole reason that this happened is because you you both had some kind of commonality right on, this, ProPrac board at Syracuse, you maintained a relationship with them and you continue to touch base. You can continue to keep your foot in the door. And then that turns into a potential opportunity. That's
Yeah. No, it is
That's exactly how things like tend to work. That's that's how things should happen. It takes some time to warm these things up, but then opportunities come from it. So that's awesome.
Yeah. and I think what's great as well as that, when you get that, you two people just have the good kind of rapport at feeling at one another, then it flows obviously a much more better and it's makes more sense.
yeah, for sure. That's awesome. And so in a couple of weeks, you're going to go present there. And my question would be, and it's really great that it sounds like you had a discussion and it ended with her being like, we'd love to see what you've done with other things and how that could impact us. You're going to go and meet the team. You even sent an email following up to just make sure that you were understanding. It sounds like to make sure you were understanding the scope as well
Yeah. And also to know, am I missing anything? Is there anything else I should be aware of? Yeah.
into that meeting, right? So when you already know, like you're going to be pulling together examples of, that are relevant to them, which I think is really good. I'd also be thinking about, what is the top level priority that they have? whether she told you that or not, or whether you're getting a sense for, maybe their top priority is to get tenants, for example, that's the whole goal of this space. Then, the frame with which you want to be presenting that proposal from everything, right?
It is almost like a capital conversation saying, this is how. this is going to make someone feel this way. And so that's, they're going to be more likely to do what you want them to do. and so anytime that you can frame it that way is important. And then also, maybe in that conversation, and I know we discussed this last time is thinking about what objections do you already anticipate?
And I think that's important too, because you can address those when you were presenting to them and when you're meeting with them. So I don't know if she mentioned you're just getting started or you're potentially like you're kind of small. And so you can just address that and be upfront about it right from the beginning. You can say your background, right? Like, Hey, I'm coming. I am starting my own practice.
Now I'm coming from something like more than 10 years of experience doing exactly what it is that you're looking to do. I have all of the partnerships and I have the network in place to make sure that these can be executed well.
and also for me in particular, it's there's truth to the matter of, I'm also looking to build my relationships and partnerships right now with, whether it is RxR or it could be another developer, i. e. we've worked with Chipolle before, I've worked with other developers. And so. For me, if there's a, we're building a relationship that feels good.
I'm also saying that yeah, it going back to your last point about the smaller scale is like, there's a bit more intimacy, there's a bit more trust and all that stuff that you're going to bring to the table. Plus a handful of contractors ready to go,
that's right. Yeah. you use a little bit of FOMO when you're meeting with them to say I am starting out and I'm also looking for, long term relationships with developers. that are looking for a more intimate relationship, that are looking to be more involved in the process and want someone that can, acutely understand exactly what they need to do.
Yeah, that's
Yeah, so that's good because then it also puts them, they're oh, okay, I'm listening now because I want to be, if Alexander is great, if Studio Bucky is what we're looking for, then I want to make sure that we are one of those relationships, that he has moving forward. So I think, I think that's great. And then the other thing is just.
taking whatever those challenges are, whatever those priorities are that you did hear from her, when you were meeting with her and making sure that you're mapping those back in the presentation as well. So it's, I don't know what her name is, but yes, when Cindy and I met for, coffee a couple of weeks ago, she mentioned, um, This was something that you're focused on. Here's exactly how I've done that with another project.
you're reintroducing everything that she said to you, showing that you were listening very actively and that you've been very intentional about the examples that you're using.
yeah, that does, the deck is going to be directly, taken over from, the website in terms of translating the kind of look and feel so that I have this space, line one to run with.
let's see, I'm excited to just pursue these avenues and go through each door and these hurdles, that you're running and it's like, you jump one and it's like, oh, okay, so now we're on to the next stretch, you hit the next one and you're like, what do I got to do to jump over this one, it's gotta you gotta state back to them what you heard, you gotta list out this, and this, and then this, and yeah, it becomes then like, next thing.
Yeah, I think what's really great about, I think it's challenging for you right now, because again, the ideal scenario is that you were doing, yeah, but you're doing like one, you're doing one type of project with one type of client and then you can do it. And so that process then stays the same. but obviously for you, I can tell you're excited by it. It's really interesting that since you are doing, you're being a little bit more open, to the types of projects that you can take on.
It's leading you down a different like business development cycle and process with each one, which is really interesting. So you're getting, the full exposure of working with a larger firm, working with smaller firms, working with individuals, trying to do these different things. And so eventually, after, if you imagine just, this is, you haven't even formally launched yet. So if you imagine like a year down the road, great exposure to all of these different things and you'll have a process.
For each one, you'll have a process for when you're meeting with developers. You'll have a process for when you're meeting with individuals about their project. And I think that's just going to pay a ton of dividends down the road.
¶ Consistent Business Development
yeah. that's what I'm hoping for. it's like a lot of things I'm saying to myself right now is like these initial conversations I'm having with certain people or, these connections that I'm building and I've had other conversations I haven't got into this week, but, they're not going to turn up trumps this week, next week, the following week, but it's, there's a payoff coming down the line. There's months. there's years, when we talk about the, you know, the distillery situation.
it's a long, these are long term plays. And I think that's what people, that's where architects make usually the biggest mistake, right? Is that they. They might be focused on getting one project and they get that one big project. And then what happens, like three months into the project, they realize, Oh my gosh, we're going to run out of money in three months, unless we go get another project.
But it takes three months to develop the relationships to potentially get a project and get something in the door. And so as long as you're keeping that consistent, right? You're spending after you start getting projects, like you're going to want to spend probably still at least like 20 percent of your time doing business development, focusing on relationships.
Okay. going out and doing things that might not have the immediate impact of, getting an opportunity right now, but keeping all the other things warm so that in six months, in 12 months, in 18 months, you have a really healthy pipeline of relationships that you can fall back on.
Yeah. Yeah. Yeah. that's really important to understand that. And I came up recently with my financial advisor. We just had an annual check in and he actually brought that up, which is quite interesting also in the service, game. Or he said to me that, yeah, what's going to happen with you. And it was quite interesting. It was like, you're going to get stuff's going to start moving very quickly. They're all going to move at the same pace.
There's going to be two or three projects just moving along. And you'll get through them in 12 months time and you'll get there. And if you're not doing, the still that 20 percent of business development of meeting people pipeline, you're going to come out into a void of nothing. And you're going to be like, oh, that was great. That was fun 12 months, but where am I going now? But it was so interesting that you give me that feedback, on a just an annual check in,
That's awesome. I love that the financial advisor becomes a business development consultant, but They're exactly right. Because I'm sure that he sees it all the time to his point. Like he's got to see this people starting their business. They started a service business, they get the work that they need and they take their, feet off of the accelerator and as a result, they are just, they're done after they finished those few projects, they don't have anything else in the pipeline.
that's it. And I think another
It's the hardest part. It's the hardest part of you running a business,
it is because you've got to keep, you've got to keep that portion,
Yep. You have to keep up quality and control and execution of the projects that you're getting, but then you also have to maintain the pipeline of everything else that you're going to get moving forward
yeah,
and without maintaining, without walking that line, you don't have a sustainable business,
Yeah. So it's good to, it's good to be aware of all this, you know, out of the gates.
Yeah.
So that I can divide my time up as best possible. with these potential, I mean, there's a bit there to, to figure out, I think. I just want to make sure I'm putting myself in the best possible position each time. Yeah, no, I make sure that I give them a real reason to not take me on.
exactly. I think they're both going to be learning experience. It seems hopefully there's good things that should come out of them, but to your point, like putting yourself in the best position, I think is just about gathering as much information as possible about what it is that they need and, and, and, and, and, And also leaning on your differentiator, which for you is that you're just starting, you're one person.
And so you're leaning into those personal relationships that you've already built with these people and using that, to kind of wiggle your way into these different situations and scenarios. I think if you, if you continue to do that, like you're going to at least get the right clients for you right now. because obviously this conversation will be different in a year. You might have a few different people that are helping you or something like that.