Strategizing Your Firm is an uphill battle for an architect. Your architectural education does not provide you with the essential knowhow to survive the Red Ocean. That is one good reason why a Business degree is always the preferred choice before you do a post Grad in Architecture. At the very least, you will not be a pauper.
So what did the Business Guru has to say about strategizing? A “Farm House” matrix is a model of production to gauge the current situation of your organization against what you ought to be in the next level. Likewise, Architecture is a failed business model from the first principle and this matrix will tell you so.
Relative Market Share (RMS) is a yardstick to measure the popularity of a product, in this case your services as an Architect. The higher the demands means your services are highly sought after and the reverse is true for the lower RMS.
Market Growth Rate (MGR) is a yardstick to measure the ability of the organization to grow. Growth is in terms of acquiring RMS. The faster it is the better and it is very dependable on Marketing, Product Acceptance, Advertising, Lobbying and BRANDING… It eats up into your operation cost but together it is essential to push up your revenues.
Errorneous (E) is the measurement of regressive of an organization of moving forward. It is a measurement of Self-Denial, Self-doubt and most importantly Self-Destruction (A Topic we shall discuss later).
Go back to the business of architecture, you need to ask what your business model is? Production, Service or Design oriented? Then you dwell into the matter of Doing the Business, Branding and so forth…
The greater E factors you have with regard to low MGR and RMS, you are considered a DOG. Someone that can easily forgotten and disposed of. There is very little value in the organization.
If you woke up someday with lower E factors, will reorganize yourself. Re brand your establishment engage new talents. Have a good business plan. You will rise above being a DOG into something UNKNOWN. This is most start-up wannabe. The firm has the potential to grow ie. High MGR. It is a very good indicator for Investor to fund. Technical know who is essential to make higher RMS by disclosing new ventures and projects so that the masses believing into the trend. This is where a good CEO is needed.
With the right opportunity your firm will be a STAR or GOD-like with high MGR and RMS. This is where the Firm is going to be RAPE by its shareholder and subsequently a downward path begins.
With the decline of MGR, your firm is going on a plateau hopefully, as a CASH COW that continuously milked by its shareholders until a time where it becomes from GOD to DOG. That is the entire life cycle of your Firm.
Strategize with this matrix in mind, you will know what action to take for being relevance and not forgotten into oblivion.