AIA Contract Documents
Business Update for FSD’s
June 10, 2010
Today’s Agenda
Questions and Concerns
Group Discussion
New & Updated Contract Docs
Molly Lindblom
Sales and Marketing Update
Kyle McAdams
Other Q&A
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Questions and Concerns
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Component Revenue Share is roughly $275K
This funds:
• Research/analysis to better understand customer and opportunities:
– Tracking renewal rates – $30K
– Small firm study (content/product) and content needs study – $50K
• Improve program effectiveness:
– Return on Investment analysis – $30K
– Search engine optimization – $65K
• Extend Marketing reach to contractors:
– Tradeshows and ads in ENR, Construction Magazine - $30K
– Direct mail lists - $15K
– Beef up tradeshow presence (giveaways, CDs) - $50K
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AIA Contract Documents
Spring 2010 Release
Molly Lindblom
Managing Director
AIA Contract Documents
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Spring 2010 Release
• A310–2010, Bid Bond
• A312–2010, Performance Bond and Payment
Bond
• B106–2010, Owner/Architect Agreement
for Pro Bono Services
• C198–2010, SPE/Consultant Agreement
• C199–2010, SPE/Contractor Agreement
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A310 Bid Bond: Major Revisions from A310–1970
• Updated language
• Allows owner and contractor to extend period of
acceptance of contractor’s bid up to 60 days
without obtaining the surety’s consent.
• Adds language allowing subcontractors to use
A310-2010 when a bid bond is required by the
contractor
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A312 –2010 Performance Bond:
Major Revisions from A312–1984
• Updated language.
• Adds language clarifying that owner’s failure to comply
with notice requirements does not release surety from its
obligations under the bond unless surety demonstrates
actual prejudice.
• Shortens notice period for surety default under the bond
from 15 days to 7 days.
• Limit of surety’s obligation to amount of bond does not
apply if surety elects to complete the contract itself.
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A312–2010 Payment Bond:
Major Revisions from A312–1984
• Updated language.
• Period of time in which surety must answer a
Claimant’s Claim has been increased from 45
days to 60 days
• Failure of surety to answer or make payment in
the time period specified is not a waiver of
surety’s and contractor’s defenses to the Claim,
but may entitle the Claimant to attorneys’ fees.
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B106–2010, O/A Agreement for Pro Bono Services
• New agreement for building design, construction
contract administration, or other professional
services provided pro bono by the architect.
• Pro bono services are professional services for
which the architect receives no financial
compensation other than compensation for
reimbursable expenses.
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B106–2010, O/A Agreement for Pro Bono Services
• Uses table format for the parties to designate
the scope of architect’s pro bono services and
maximum number of hours to be provided.
• To be used in conjunction with AIA Document
A201–2007 if the architect is providing
construction phase services.
• Available only in ACD software and free of charge
on AIA Documents-on-Demand™ Website.
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C198–2010 and C199–2010
• C198–2010, Standard Form of Agreement
Between Single Purpose Entity and Consultant
for Integrated Project Delivery
• C199–2010, Standard Form of Agreement
Between Single Purpose Entity and Contractor
for Integrated Project Delivery
• Coordinated for use with C195–2008, Standard
Form Single Purpose Entity Agreement for
Integrated Project Delivery
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C198–2010 and C199–2010
Owner
C196
Architect
C197
Owner/Architect/CM/
Other Members
C195
C198
Consultant(s)
Documents
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C197
C199
Trade
Contractor(s)
Construction
Manager
Contact/Resource Information
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Documents content questions:
E-mail docinfo@aia.org
Tel. (202) 626-7526
Documents content reference material:
www.aia.org/contractdocs/reference
www.aia.org/contractdocs/reference
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AIA Contract Documents Reference Material
www.aia.org/contractdocs/reference
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Document Synopses
Amendments and Supplementary Conditions
Articles
Commentaries and Comparisons
FAQs and Other Reference Material
IPD Guide
Knowledge Base
Numbering System
Pro Bono Guidelines
Podcasts
Retired Documents
AIA Contract Documents
Marketing, Sales and Education Update
Kyle McAdams, AIA
Director, Marketing, Sales and Education
AIA Contract Documents
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ACD sales are below target, we are closing the gap
2010 ACD Sales thru May:
• YTD sales -3.6% below target
• Closed gap from Feb peak of -14% below target
• March, April, and May sales met or exceeded monthly targets
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Docs on Demand continues as bright spot for sales:
2010 DOD Sales thru May:
• YTD sales $73.7K above target (+213%)
• Possible downgrades from software non-renewals
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Non-Renewals are driving the decrease
• Decreasing renewal rates are where we are losing sales
– Impact concentrated in Non-Member Single Seats and Docs300
• However, it appears renewals are just being delayed
– Pre-expiration renewal rates are down -18%
– Re-purchases 1-3 months after expiration are up +56%
• Since Jan-Feb are biggest sales months:
– Delayed renewals show up as big shortfalls early in the year
– Hopefully made up as delayed renewals later in year
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Lack of work is driving non-renewals
Key Reasons:
•Delaying renewal until we have new/more work
•Not enough work to support purchase of a license
•Lack DU carry-over in Limited License (buy units that are not used)
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We have aggressive programs to recapture sales:
• Pricing: Raised prices 2.5% on Multi-Seat Licenses (no change Singles)
• Products & Promotion: New license versions to address market needs:
– 24-mo Docs 300: “rollover” gives more time to use DU’s (+ save $20)
– 6-mo Single Unlimited: 1/2 up-front cost, shorten timeframe (+ save $70)
– Generated 3.0% conversion, $39.3K in sales with 1,009.9% ROI
• Place: we are leveraging new sales channels to reach customers:
– Tech Support: Outbound renewal calls to Unlimited customer
– Sales: Outbound calls to Unlimited customer non-renewers
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Q2 product launches will help drive interest
AIA Documents on Demand™
New Improved Service
AIA Contract Documents
Software Release 4.3
• Added 6 more docs in April
• Release June 10, 2010
• Now 22 most popular docs
• New documents:
– New IPD SPE Agreements
– New Bond Forms
– New Pro-Bono Agreement
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Ads continue to focus on “Protection” message
Protection?
Huh?
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We will integrate “Protection” message at Convention
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Component Sales & Marketing Tools
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4.3 Marketing - Help us take “Protection” media online
4.3 Banner Ads
4.3 Social Media campaign – Please Take Part!!!
Protect your project with the latest version of the AIA Contract
Documents, released today. New IPD Multi-Party and federally
funded project agreements. Learn more at http://bit.ly/12TTC2.
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Component Tools for Marketing and Selling
Collateral
Segmented Sales Sheets
LG Architect
Video Demos
LG Contractor
SM Architect
SM Contractor
Banner Ads
FAQ’s for Docs
FAQ’s for Program
Talking Points
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Print Ads Contract Diagrams
Component Tools for Docs on Demand
Docs on Demand Postcards
Logos, Talking Points and FAQ’s
Web Banners
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Component Resources in Toolkit
Find it Now…
AIA Component Homepage (scroll)
aia.org Homepage
Scroll down Component page
to “Managing a Component”
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Click link to “Toolkit”
Component Toolkit
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1
Click on “For Components” link
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Scroll to select ACD
marketing tools available
Education Will Play A Key Role in Q2-Q4
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ACD EDUCATION
Generate Leads
Especially in
Under-penetrated
Markets
Generate
Revenue
Build ACD
Brand as The
Industry
Standard in
Thought
Leadership
Partner with Key Industry
Organizations
Offer Education at Industry
Conferences/Conventions
Partner with AIA/FSD
Components
Monetize ACD Education
X
X
X
Utilize ACD Social Media
X
OBJECTIVES
SELECT TACTICS
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Leverage
Relationships
with AIA
Components
X
X
X
X
X
X
X
X
X
X
ACD EDUCATION
Timeframe
Examples of Select Tactics
Partner with Key Industry
Organizations
Ongoing
Year Round
USDA, NASBP, SFAA, Navajo Nation,
ABC, ACEC, SDA
Offer Education at Industry
Conferences/Conventions
Ongoing
Year round
AIA Convention, NASFA, Greenbuild,
Ecobuild, AIA Georgia Conference
Partner with AIA/FSD Components
Adhoc
Year round
AIA Mississippi + 6 more components this
year
Monetize ACD Education
Ongoing Beginning
in June
4.3 Launch (webinars), Contractor specific
education
Utilize ACD Social Media
Coming Soon
“AIA Contract Talk”
TACTICS
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Any Questions?
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