Speaker: Gaby Aviad, M.Arch.
Project systems include those activities of a practice that are based on the life cycle of projects. Unlike ongoing practice operating systems, such as financial management, project systems are temporary in that they come to an end and have a defined, unique outcome. Project systems include project planning, project execution, project control, and project closer. Being a project-based industry, by far the majority of a firm’s resources are invested in project activities. The two project activities to be discussed in this lesson are project-related marketing (including responding to RFPs) and estimating project resources and analyzing market forces to develop an appropriate and competitive fee.
- Develop a response to a Request-For-Proposals (RFP) for architectural services; and
- Develop a fee proposal for a prospective project employing a bottom-up fee estimation process and market price comparison.
Gaby Aviad combines her dual expertise in both architecture and marketing as the director of marketing at DTAH. She holds a master’s degree in architecture from the University of Toronto, and over a decade of experience in proposal writing, architectural presentations, award-submissions, and publications. She has worked at some of Canada’s most prominent architectural firms, such as Moriyama & Teshima and Teeple Architects.
Gaby is ultimately responsible for bringing new work to the firm, generating, strategizing, and coordinating proposals and marketing deliverables. Her successful pursuits include buildings, landscapes, and planning projects of all scales, across multiple sectors, both nationally and internationally, with a particular focus on community, cultural and academic facilities.
She has developed an expertise in various procurement methods, in private and publicly-tendered projects ranging from traditional RFPs for Design-Bid-Build contracts to complex, multi-phased Public-Private Partnership (P3) pursuits.
Over the years, she has successfully curated numerous awards submissions, including Governor General’s, Holcim, OAA, Canadian Architect, CSLA, OALA, and TUDA Awards as well as spearheaded national and international publications.
Her architectural background, coupled with her marketing and business development expertise, allows her to effectively advocate and promote the firm with both design insight and market understanding. A storyteller at heart, Gaby takes pleasure in transforming any architectural fact—even the most technical or mundane—into an interesting and thought-provoking narrative.