Some CAD products (like Chief Architect) can
be integrated with third-party estimating
programs. Others (like Timberline Office)
offer fully integrated design, estimating,
and take-off modules in one package. Fully
integrated packages are extremely convenient,
but, as we've mentioned before, they can be
pricey, too.
Technology options can be used to research
home designs before you commit money to
designing models. Home builders have
traditionally used their Web sites as
marketing tools. Savvy builders increase
their sites' scopes by using them as online
design incubators, too. You can post digital
images, elevations, renderings, walkthroughs,
floor plans, and product shots in a private
section of your Web site (don't make it
public, or the competition may scoop you).
Then gather input from focus group
participants, marketing consultants,
designers, engineers, trade contractors, and
others to develop new designs or fine-tune
existing ones. You can also e-mail digital
materials to your research team.
Likewise, once you've defined your product,
you can use the same technological tools to
nail down selections, options, and the like
with customers. The ability to customize a
house online is a handy marketing tool, one
out-of-town customers will especially
appreciate.
Note:Various software products are mentioned
throughout the Tech Talk series. The intent
is not to recommend these products as being
right for you, but to identify some fairly
known players and to note a few new ones. My
apologies to vendors who aren't mentioned-the
omission was not intentional.
Bill Allen is a member of NAHB's Business
Management & Information Technology Committee
and is president of W.A. Allen Consulting
(http://waallenconsulting.com). The Redmond,
Washington, company provides information
technology consulting services and process
management assistance to the home building
industry. Contact Bill at 425-885-4489 or via
e-mail at skagit@foxinternet.net.
This Building Business Brief can be sent to
you via e-mail. For more information, contact
Jill Tunick at 800-368-5242 x8461, or by
e-mail: jtunick@nahb.com. This material may
be reprinted in NAHB newsletters and member
education materials.>p>
For more information about this item, please
contact William Heslop at 800-368-5242 x8472
or via e-mail at wheslop@nahb.com.
">TECH TALK 4: PRODUCT DESIGN AND
DEVELOPMENT
By Bill Allen
This is the fourth article in the nine-part
Tech Talk series.
It's easy to put the cart before the horse
and become enamored with technology solutions
for design. But whether you produce home
designs with computer-aided design (CAD)
software, integrate your design software with
estimating software, draw plans by hand, or
hire a designer to produce them, you need to
answer the following questions first:
*What market(s) are you building for?
*What elevations, floor plans,
specifications, materials, finishes, etc.,
will suit potential buyers' wants and needs?
What structural options will you allow?
*How will your designs impact product
selections and vice versa?
*How can you differentiate your product from
other home builders'designs?
*How can you adapt your designs for changing
markets and demographics?
*How can your home designs be value
engineered to lower labor and material costs
and increase energy efficiency?
If you decide to go it alone, do you have the
expertise to design the product yourself?
As with the other processes discussed earlier
in the Tech Talk series, know where you're
headed with product design and development
before you plunk down money for technology
solutions.
While you're doing your homework, consider
your design and estimating staff's experience
and comfort level with technology. They may
know CAD software options inside out and can
advise you on the technology's pros
(impressive 3-D modeling and walkthrough
capability; extensive libraries let you
instantly "swap" products and materials on
screen) and cons (some programs can be
expensive; some require steep learning curves
to master). Whether your staffers are CAD
whizzes or are totally new to the technology,
be prepared to invest money in training.
Every CAD program is different.
Some CAD products (like Chief Architect) can
be integrated with third-party estimating
programs. Others (like Timberline Office)
offer fully integrated design, estimating,
and take-off modules in one package. Fully
integrated packages are extremely convenient,
but, as we've mentioned before, they can be
pricey, too.
Technology options can be used to research
home designs before you commit money to
designing models. Home builders have
traditionally used their Web sites as
marketing tools. Savvy builders increase
their sites' scopes by using them as online
design incubators, too. You can post digital
images, elevations, renderings, walkthroughs,
floor plans, and product shots in a private
section of your Web site (don't make it
public, or the competition may scoop you).
Then gather input from focus group
participants, marketing consultants,
designers, engineers, trade contractors, and
others to develop new designs or fine-tune
existing ones. You can also e-mail digital
materials to your research team.
Likewise, once you've defined your product,
you can use the same technological tools to
nail down selections, options, and the like
with customers. The ability to customize a
house online is a handy marketing tool, one
out-of-town customers will especially
appreciate.
Note:Various software products are mentioned
throughout the Tech Talk series. The intent
is not to recommend these products as being
right for you, but to identify some fairly
known players and to note a few new ones. My
apologies to vendors who aren't mentioned-the
omission was not intentional.
Bill Allen is a member of NAHB's Business
Management & Information Technology Committee
and is president of W.A. Allen Consulting
(http://waallenconsulting.com). The Redmond,
Washington, company provides information
technology consulting services and process
management assistance to the home building
industry. Contact Bill at 425-885-4489 or via
e-mail at skagit@foxinternet.net.
This Building Business Brief can be sent to
you via e-mail. For more information, contact
Jill Tunick at 800-368-5242 x8461, or by
e-mail: jtunick@nahb.com. This material may
be reprinted in NAHB newsletters and member
education materials.>p>
For more information about this item, please
contact William Heslop at 800-368-5242 x8472
or via e-mail at wheslop@nahb.com.
