STEP U8 Handbook Communication & Calculation

Communication 2

Photo: Cris A. Avila

CONTENT

U8 – MARKETING & COMMUNICATION

U8 TIME

5

U8 Learning Outcomes U8 Intro: The Market Info 1 : The Market &Target Groups

PAGE

1h

7

U8 Session 1 : Marketing & Communication 8h 9 Presentation: CI (Corporate Identity), CD, Methods, CRM, Promotion) 10 Open SourceTools & Programs U8 Discussion 3h Lecture Ruben Solonsa: 6 Principles of Influence & Persuasion Lecture Kasper Kannik: Business Model CanvasTool Lecture Karin Julia Haas: How to make better Photos U8 Practical Exercise Group Work: Making this Handbook (Print)

5h

U8 Practical Exercise Lecture & Group Work: Estimation & Calculation

5h

U8 Practical Excercise: Communication Client-Talks, Discussion, Negotiation

5h

14 16 17

18

U8 Review STEP 2017 & Final Assessments Practical STEP Building Sites 201 7

20 26

Credits und Impressum

28

3

Photo: Karin Haas

&

Market

Marketing Communication 4

LEARNING OUTCOMES

U8 – MARKETING & COMMUNICATION

U8 Level 3 (ECVET credit points: 4) / Level 4 (6)

Knowledge

Skills

Trainees …

• have basic business knowledge.

• know the difference between costs and pricing.

• know how to optimize workshop equipment.

• know suppliers and purchasing sources.

• have an overview ofregional price standards & levels.

• know how to post calculation ofproduct costs.

• know how to handle customer base.

• know different types of clients and their different needs.

• know the basics of conversation techniques and supportive communication.

• know about corporate identity and design.

• know the value of advertising and customer acquisition.

• know about the advantages and properties of straw bale building and can express them in a conversation with clients.

• know about legal framework conditions.

• know different types of orders and performance ofcontracts.

• know about warranty regulations.

• know how to communicate with other partners.

Trainees can …

• prepare the calculation of quantity of material.

• calculate and order materials.

• optimize the purchase ofmaterials.

• calculate the costs.

• optimize the workshop equipment.

• understand the requirements of the clients.

• negotiate with the clients.

• define a proposal to the client and explain it to him or her.

• formulate a marketing concept.

• define appropriate and suitable target groups.

• use resources in the acquisition process efficiently and effectively.

• understand the concept of warranty as a marketing instrument.

• convey an appropriate corporate identity.

• explain the advantages and properties of straw bale buildings.

• organize and lead a building site meeting.

Competence Trainees can …

• understand the commercial contexts.

• understand the necessity ofactive marketing.

• independently develop and adapt a marketing concept.

• understand the significance of an appropriate corporate identity.

• calculate material and order it according to terms ofreference.

• independently develop an offer.

• insert skills on the topic of communication.

• organize themselves.

• work in a team.

5

Der Markt Zielgruppen The Market

Target Groups 6

U8 – MARKETING & COMMUNICATION

U8: The Market

INTRO

U8

7

&

Market

Marketing Communication 8

SESSION PLAN S1

U8 – MARKETING & COMMUNICATION

Session Plan U8-S1 : Marketing & Communication Objectives:

U8

Trainer:

Trainees …

• know different possibilities of operating in a market (organizational).

• can name key market factors relevant when launching a new business venture.

• know ways of researching a market (customers, suppliers, competitors).

• can manage the quality of their service, can receive and process feedback from customers.

Methods:

• Lecture/Talk • Discussion: interaction with trainees, drawing on their work experience and general knowledgen

Place:

Classroom

Duration: 3 hours

Equipment:

Beamer Flip chart Pen and paper

Practice

Theory

Documents:

• group exercise: find out what the market is • introduction to the marketing module: content of the course • determination of demands: straw builder and the market • market research • regional development • quality of services • suppliers • lifelong learning •Trainees are asked to search for the key words connected to the theme of marketing, for example: clients, suppliers, demand and quality. The trainer moderates a brainstorming session. Results are written down. Pin flipchart papers on the wall after completing the exercises.

Info Sheets: i1 – Concept of the House Text Sheet: ECVET U8-S1 -Tx1 ECVET U8-S1 -Tx2 ECVET U8-S1 -Tx3 ECVET U8-S1 -Tx4 ECVET U8-S1 -Tx5 ECVET U8-S1 -Tx6 ECVET U8-S1 -Tx7 Exercise ECVET U8-S1 -E1 Handbook Marketing Chapters 1 , 3, 9, 10

Evaluation:

Multiple Choice

Organisation:

9

U8 – MARKETING & COMMUNICATION

Session Plan U8-S1 : Marketing & Communication

10

LERNEINHEIT S1

U8

U8 – MARKETING & COMMUNICATION

Session Plan U8-S1 : Marketing & Communication

LERNEINHEIT S1

U8

U8 – MARKETING & COMMUNICATION

Session Plan U8-S1 : Marketing & Communication

12

LERNEINHEIT S1

U8

U8 – MARKETING & COMMUNICATION

Session Plan U8-S1 : Marketing & Communication

LERNEINHEIT S1

U8

13

U8 – MARKETING & COMMUNICATION

INFO

U8 U8-Discussion: influence and persuasion [Ruben Solonsa]

001 The 6 principles of Influence & Persuasion The psychologist Robert Cialdini discovered and summarized several principles that generate influence between people.

It is very important to distinguish influence/persuasion from manipulation , and avoid this last one if we aspire to have long term positive relationships with our clients, team or peers.

Influence and persuasion are important communication skills that can help our professional performance.

It is important to remember that the ethical use of influence and persuasion means, being honest, truthful and aligned with our core values. Persuasion also means respecting others right of election and decision and we restrain our self of manipulating others.

In the other hand, manipulation is based on lies and deceiving information.

Lecture: Rubén Solonsa

14

Tipps: Robert Cialdini: Die Psychologie des Überzeugens, 1997 Robert Cialdini Influence: The Psychology of Persuasion, 1984

U8 – MARKETING & COMMUNICATION

U8-Discussion: 6 principles of influence and persuasion

INFO

U8

15

U8 – MARKETING & COMMUNICATION

COMMUNICATION

U8 U8-Discussion: Business Model Canvas Tool [Kasper Kannik]

Graphic: Florian Steinleitner

002 How to design a Business Model: Business Model Canvas Tool The Business Model Canvas was proposed by Alexander Osterwalder based on his earlier book: Business Model Ontology.

It reflects systematically on your business model. It enables both new and existing businesses to focus on operational as well as strategic management and marketing plan: Key partners: Who are your key partners/suppliers? What are the motivations for the partnerships?

Key activities: What key activities does your value proposition require? What activities are important the most in distribution channels, customer relationships, revenue stream…?

Value Proposition : What core value do you deliver to the customer? Which customer needs are you satisfying?

Customer Relationship: What relationship that the target customer expects you to establish? How can you integrate that into your business in terms of cost and format?

Customer Segment: Which classes are you creating values for?

Who is your most important customer?

Key Resource: What key resources does your value proposition require? What resources are important the most in distribution channels, customer relationships, revenue stream…?

Distribution Channel : Through which channels that your customers want to be reached? Which channels work best? How much do they cost? How can they be integrated into your and your customers’

16

routines?

Cost Structure: What are the most cost in your business? Which key resources/ activities are most expensive?

Revenue Stream: For what value are your customers willing to pay? What and how do they recently pay? How would they prefer to pay? How much does every revenue stream contribute to the overall revenues?

Link: www.canvanizer.com [Lecture: Kasper Kannik]

U8 – MARKETING & COMMUNICATION

COMMUNICATION

U8 U8-Presentation: Emotion through Visuals [Karin Haas]

003 How to make better photos Emotion through Visuals During an interview Erich Lessing, a famous austrian photographer, born 1923, passed on one of his wisdoms to me: "It's not about using expensive cameras, it's more about creating and composing with your eye" ... [Lecture & Photos: Karin Haas]

When we take a photo first we should think about what we would like to express. And this determines how we use our camara and it's lense. By dealing with light and colors we compose atmosphere, express emotions and tell stories. With lines and curves we build frames surrounding our focus, which must not be always in the very center. We can use our camera like an eye, with which it is impossible to see everything sharp in the same moment, creating tension by showing details or cut parts which are not necessary for the narration.

The best way to learn is to practice ... to try out and play around with all possible settings offered by the camera ... ... and sometimes we are just lucky and capture special, important or beautiful moments by pure coincidence ....

17

U8 – MARKETING & COMMUNICATION

COMMUNICATION

U8-Discussion: Estimation & Calculation

004 Costs of a Straw Bale Project: Cost Estimation & Calculation

18

When we have to make an estimation about the (soft and hard) costs of a single infill low energy straw bale house ( 80-200 m2), it helps to differentiate the typologies. Small Houses (80 - 100 m2 with estimated costs of 1.900,-/m2 living area) and houses bigger than 100 m2 (with estimated costs of around 1.700,-/m2). Second we can use faktors to multiply, if a building is not simple enough (a box): e.g. a faktor of 1 ,5 for a gable roof (example 3 in slide above) or more complicated ground floors.

Example 1 (small square house with 80 m2 and flat straw bale ceiling and ventilated roof) can be estimated for 1.900 x 80 = 1 52.000,- including soft and hard costs without tax (calculated with average wages of 30,-/hour). Example 2 (a double storey house with 1 50 m2 and flat straw bale ceiling and roof) can be estimated for 1.700 x 1 50 = 255.000,- (in fact it will be cheaper, because the first floor has a cheaper intermediate ceiling, but for a first estimation the price should be a little bit higher as in the final calculation. If the same house has a gable roof, we seperate first (75 x 1.700 = 1 27.000) and second floor (75 x 1.700 x 1 ,5 = 191.250), the estimated costs will be 31 8.750,-. So we make it simple and don't calculate the amount of windows, different heating systems or plastered or cladded facades. Important: always calculate the full areas (without windows, ceilings without air spaces/galleries)!

It is astonishing, how exact we can estimate costs with this system. In the communication we have to tell clients with low budgets, that average low(est) energy or passive houses, have average m2-prices of 2.500,- + (at least in Northern Europe with higher energy standards). We have to explain, that this price is only possible, if we safe money, wherever we can. With partizipation of the owners (infill, plastering, basic electric installation, some wood-works) it will be a little bit cheaper, but this is in a range of maybe 5-10%. As already said in Unit 7 (planning), it doesn't make sense to go in detail. The estimated budget should give a frame, if a project has the chance to be realized. Tiny houses are usually not relational cheaper, if the infrastructure is the same (toilet, warm water, heating), which means, that you cannot estimate a house under 80 m2 by just scaling 1.900,- x 60 or less m2. So this estimation starts to be exact only in a range of 80 - 200 m2.

U8

U8 – MARKETING & COMMUNICATION

COMMUNICATION

U8-Discussion: Estimation & Calculation

U8

Before you do the fact-check and calculate in a second step all walls, ceilings, floors and roof, be sure, that the estimated budget meets the financial ressources of the clients. Otherwise you have a lot of work for nothing. If a client has a budget of 1 80.000,- â‚Ź and wants a straw bale house with 1 50 m2 living area, tell the client, that this is impossible. Calculate back and divide 1 80.000,- by 1.700,-, then tell the client, that he/she can build a house with 106 m2 for this budget. So before you really calculate in detail, there should be a) a plan with 106 m2 floor area or b) the budget is higher and the client agrees. Say no, if the client thinks, that it is possible to reduce the price with a lot of selfbuilding. This might be right in countries, where you can build houses completely by your own or without building licences. But in this case it is recommended, to offer consultance instead of a detail calculation. You can help these clients preventing mistakes or offer manual work on an hourly basis, but you can never calculate these projects.

The following hard costs per m2 wall- or roofarea of straw bale building parts are based on calculations by StrohNatur in Austria. The range you see in the calculations depends on the hourly wages of the craftsmen (240,-/480,-/day). This reflects the different wages in low- and high-income-countries at same energy-standards.

Here are some examples (m2-costs incl. material and work): 1 ) CUT-wall (lime/clay) plastered incl. windows: 1 60,-/250,- p. m2 2) double-post wall (lime/clay) plastered incl. windows : 21 7,-/31 2,- p. m2 3) flat straw bale ceiling (earth-plastered/diffusion open board): 1 74,-/1 82,- p m2 4) ventilated flat roof with EPDM and overhang: 74,-/1 31 ,- p. m2 So example 1 ) in our estimation on page 18 (80 m2 with flat roof) can be calculated with an average Austrian carpenter in cooperastion with StrohNatur workers: 100 m2 walls (mixture of CUT- and double post walls): 100 x 281 ,- = 28.100,100 m2 straw bale insulated ceiling: 100 x 1 82,- = 1 8.200,11 2 m2 flat (2% sloped) roof incl. constr. and 30 cm overhang: 11 2 x 1 31 =1 4.672,SUM: 60.972,- You have to add soft costs - incl. machine-rent and fees for tools + 35% safety-puffer (4-8%: 6.080-1 2.1 60,-), the foundation (ca. 25.000,-), floor-insulation (3.900,-), rainwater-system/tinsmith (4.000,-), electricity (8.000,-), installation/ plumbing incl. basic ceramics and armatures (8.000,-), warm water and heating system (1 2.000,-), intermediate walls and doors (8.000,-), floors (4.600,-), scaffolding (1.500,-), transport (1.400,-) and window-sills (1.200,-). These are costs out of one StrohNatur-project, also these prices can differ, maybe one is cheaper and the other more expansive but in average these costs are quite the same in different projects.

FINAL SUM is in this exemplarily project: 1 50.732,- (1.884,-/m2 living area). You can calculate the same project with lower wages (80% of the costs) and get a final sum of 1 20.600,- (1.507,-/m2 living area). Or your client participates in the buildingprocess (plaster, electricity, floors, plumbing, window-sills, floor-insulation,...) and will safe maybe additional 5-10% .You can help to verify these costs by making calls for tenders or invite craftmen you know or work with or are local and maybe known to the client, but in general you should focus on and calculate the work you do/offer (timber & frame construction in cooperation with a carpenter, straw bale infill, earthand lime plaster, maybe insulation of the floor and windows) and help to find ecological and renewable solutions for the rest of the house (consultance).

Important notice: wages and material prices differ a lot in Europe. In Spain - for example - you will most probably estimate with basic costs of1.250,-/m2 instead of 1.700,- for houses between 100 and 200 m2. But the faktors are the same, multiply with 1,5 for gable roofs and complicated forms (everything which is not a square) and calculate with a basic price of1.400 for houses between 80 and 100 m2. This doesn't mean, that houses in the South ofEurope (or in lower-income countries) are automatically cheaper, there is also a big difference in (airtight and windproof) quality- and energy-standards, ife.g. it doesn't freeze in winter.

19

U8 – COMMUNICATION

1 ST STEP TRAINING

Final Assessment & STEP Review 2017 Austria

STEPpers at U2 (March 201 7): Vladimir, Herbert (Trainer), Spyros, Florian, ..., Toni, David, Alejandro (Tr.), Clio, Albert, Sabine, Jakub, Eileen, Maciej, Ambi, Junia, Ruben

Cristopher A. Avila, Chile

20

U8

Jakub Jirku, CZ

21

Florian Steinleitner, AT

Johann Hirner, AT Karin Julia Haas, AT

22

Sabine Pilz, AT

23

Ruben Solsona Battle, ES

24

Viktor Gach, CZ

Tony Grguric Australia

U8 – COMMUNICATION

1 ST STEP TRAINING

Final Assessment & STEP Review 2017 Austria

U8

STEPpers after U8 (December 2017): 1 st/2nd row: Ruben, Hans, Katrin, Karin, Cris, Florian; 3rd row: Herbert (Trainer), Kasper, Toni, Ambi, Jakub, Sabine Final Assessment: Excellent in Theory: Florian Steinleitner, Jakub Jirku, Ruben Solonsa, Sabine Pilz, Tony G, Viktor Gach; Good in Theory: Cris Avila, Hans Hirner, Karin Haas Excellent in Practice: Florian Steinleitner, Ruben Solonsa, Sabine Pilz, Viktor Gach; Good in Practice: Cris Avila, Jakub Jirku, Karin Haas, Tony G.

25

U8 – COMMUNICATION

1 ST STEP TRAINING

STEP Review 2017 Austria: Practical Building Sites

U2 STEP U2 (INFILL) in Pulkau, NÖ, AT STEP U3 (LOAD BEARING) in Fürstenfeld, Styria, AT

U3

U8

U8 – COMMUNICATION

STEP Review 2017 Austria: Practical Building Sites

1 ST STEP TRAINING

U8

U4

STEP U4 (WRAPPING) in Plank am Kamp, NÖ, AT and STEP U4/U5 with different methods in Vienna, AT

U4+U5

27

STEP – Straw Bale Training for European Professionals UNIT 8 – Marketing & Communication (201 7) Editor: Herbert Gruber (ASBN) Content & Design: this is a coproduction of all STEP-U8participants 201 7: Ambi, Angelo, Cris, Florian, Hans, Jacub, Karin, Katrin, Kasper, Ruben, Sabine, Tony Fotos: Herbert Gruber, Pexels, Karin Haas, Cris Avila Illustrationen/Icons: Michael Howlett (SBUK) This handbook bases on the Handbook of the LeonardoGroup STEP (201 5)

28