Product Selection

I first heard this poem when I was in 7th Grade, and think of it whenever a building product sales rep brags that he or she has 'the best product." It is a cautionary tale about using logic in product selection. Enjoy.

The Deacon’s Masterpiece or The Wonderful "One-Hoss Shay": A Logical Story 
Oliver Wendell Holmes (1809-1894)

illustration of the one-hoss shay
Have you heard of the wonderful one-hoss shay,
That was built in such a logical way
It ran a hundred years to a day,
And then of a sudden it — ah, but stay,
I’ll tell you what happened without delay,
Scaring the parson into fits,
Frightening people out of their wits, –
Have you ever heard of that, I say?

Seventeen hundred and fifty-five.
Georgius Secundus was then alive, –
Snuffy old drone from the German hive.
That was the year when Lisbon-town
Saw the earth open and gulp her down,
And Braddock’s army was done so brown,
Left without a scalp to its crown.
It was on that terrible Earthquake-day
That the Deacon finished the one-hoss shay.

Now in building of shaises, I tell you what,
There is always a weakest spot, –
In hub, tire, felloe, in spring or thill,
In pannel or crossbar, or floor, or sill,
In screw, bolt, throughbrace, — lurking still,
Find it somewhere you must and will, –
Above or below, or within or without, –
And that’s the reason, beyond a doubt,
That a chaise breaks down, but doesn’t wear out.

But the Deacon swore (as deacons do,
With an "I dew vum," or an "I tell yeou")
He would build one shay to beat the taown
‘n’ the keounty ‘n’ all the kentry raoun’;
It should be so built that it couldn’ break daown:
"Fer," said the Deacon, "’t's mighty plain
Thut the weakes’ place mus’ stan’ the strain;
‘n’ the way t’ fix it, uz I maintain, is only jest
‘T’ make that place uz strong uz the rest."

So the Deacon inquired of the village folk
Where he could find the strongest oak,
That couldn’t be split nor bent nor broke, –
That was for spokes and floor and sills;
He sent for lancewood to make the thills;
The crossbars were ash, from the the straightest trees
The pannels of whitewood, that cuts like cheese,
But lasts like iron for things like these;

The hubs of logs from the "Settler’s ellum," –
Last of its timber, — they couldn’t sell ‘em,
Never no axe had seen their chips,
And the wedges flew from between their lips,
Their blunt ends frizzled like celery-tips;
Step and prop-iron, bolt and screw,
Spring, tire, axle, and linchpin too,
Steel of the finest, bright and blue;
Throughbrace bison-skin, thick and wide;
Boot, top, dasher, from tough old hide
Found in the pit when the tanner died.
That was the way he "put her through,"
"There!" said the Deacon, "naow she’ll dew!"

Do! I tell you, I rather guess
She was a wonder, and nothing less!
Colts grew horses, beards turned gray,
Deacon and deaconess dropped away,
Children and grandchildren — where were they?
But there stood the stout old one-hoss shay
As fresh as on Lisbon-earthquake-day!

EIGHTEEN HUNDRED; — it came and found
The Deacon’s masterpiece strong and sound.
Eighteen hindred increased by ten; –
"Hahnsum kerridge" they called it then.
Eighteen hundred and twenty came; –
Running as usual; much the same.
Thirty and forty at last arive,
And then come fifty and FIFTY-FIVE.

Little of of all we value here
Wakes on the morn of its hundredth year
Without both feeling and looking queer.
In fact, there’s nothing that keeps its youth,
So far as I know, but a tree and truth.
(This is a moral that runs at large;
Take it. — You’re welcome. — No extra charge.)

FIRST OF NOVEMBER, — the Earthquake-day, –
There are traces of age in the one-hoss shay,
A general flavor of mild decay,
But nothing local, as one may say.
There couldn’t be, — for the Deacon’s art
Had made it so like in every part
That there wasn’t a chance for one to start.

For the wheels were just as strong as the thills
And the floor was just as strong as the sills,
And the panels just as strong as the floor,
And the whippletree neither less or more,
And the back-crossbar as strong as the fore,
And the spring and axle and hub encore.
And yet, as a whole, it is past a doubt
In another hour it will be worn out!

First of November, fifty-five!
This morning the parson takes a drive.
Now, small boys get out of the way!
Here comes the wonderful one-hoss shay,
Drawn by a rat-tailed, ewe-necked bay.
"Huddup!" said the parson. — Off went they.

The parson was working his Sunday’s text, –
Had got to fifthly, and stopped perplexed
At what the — Moses — was coming next.
All at once the horse stood still,
Close by the meet’n'-house on the hill.
First a shiver, and then a thrill,
Then something decidedly like a spill, –
And the parson was sitting upon a rock,
At half past nine by the meet’n'-house clock, –
Just the hour of the earthquake shock!

What do you think the parson found,
When he got up and stared around?
The poor old chaise in a heap or mound,
As if it had been to the mill and ground!
You see, of course, if you’re not a dunce,
How it went to pieces all at once, –
All at once, and nothing first, –
Just as bubbles do when they burst.

End of the wonderful one-hoss shay.
Logic is logic. That’s all I say.

Illustration, "The Masterpiece"1858, 1892. Howard Pyle (1853-1911)

Subcontractors and Design-Build

Our associate, Bill Kneeland, PE, emailed me recently, pointing out that subcontractors play a vital role in selecting building products for Design-Build projects:
Lately I have been schooling (consulting) subcontractors on the requirements necessary to Bid Design-Build (D-B) projects.
 
D-B projects represent a growing opportunity for companies that have sufficient experience to prepare D-B bid documents, providing they understand the correct process of how to protect the bid dollar amount. Too often, the conditions and assumptions contained in bids are incomplete, causing subcontractors to revise their original bid dollar amount upwards. This creates unfavorable issues with the GC, CM, or A/E.
 
One interesting aspect of schooling my subcontractor subjects has to do with selling the benefits of manufactured products that offer the project:
  1. Improved material/systems/equipment vs. the more generally used and accepted products.
  2. Energy efficiency.
  3. Return on investment and life cycle cost attributes.
  4. Quicker construction schedule.
  5. Project cost reduction.
  6. Code compliance.
  7. Other value.
GCs and CMs are becoming construction brokers and subcontractors are much more knowledgeable about product/material/manufacturer selection. Therefore, as the D-B project enters the formative design stage, it is the subcontractor that brings to the table a high degree of knowledge, respect and credibility with regard to product/material/manufacturer selection. This often leads to the selection and approval of the subcontractor's recommendation by the A/E.
 
Expanding the subcontractor's value to the project in depressed economic times is of value to all.
Bill Kneeland, PE is a construction cost estimator. He collaborates with Chusid Associates to prepare construction cost analyses to determine the competitiveness of new building products, and to provide insight into product constructability and enhancements. He can be contacted through Chusid Associates.

10 Trends to Watch - part 4 of 4

Concluding Our 4-part Series on Developing Systems and Methods That Are Shaping the Future of Construction.

 9. Dynamic Structural Performance Monitoring
The safety of a structure can be jeopardized by accidents, extreme loads, hidden construction flaws, wear and tear, and other vicissitudes. Until recently, the only way to tell how a structure was performing was to observe changes in the length or shape of individual structural components and calculate if they were within safe design assumptions. This could require instrumenting scores or even hundreds of locations on the structure, and a time consuming effort to collect and interpret data. Another drawback is that movement within a few components may not accurately reflect performance of the structure as a whole.


Dynamic structural performance monitoring is a fundamentally different approach. It uses precise accelerometers to measure building movement in three axes, and algorithms that tease out movement patterns, oscillations called standing waves. These oscillations are fundamental properties of the structure; wave frequencies that are determined by the size, mass, and flexural performance of the structure's elements. They can reveal weaknesses and behaviors that do not match the predicted behaviors of the design, and then are used to characterize and locate problems.



Strukturocardiograph
Instead of placing strain gauges or accelerometers at hundreds of monitoring points,  STRAAM reads structrual performance with this one instrument called a Strukturocardiograph(TM), placed at a handful of points in a building, on the deck of a bridge, or on top of a dam or other structure. 

After 30 years of research, dynamic performance monitoring is being commercialized by STRAAM LLC. Once STRAAM has recorded a baseline dynamic signature of a building's movement, the STRAAM system can provide nearly instantaneous alarms if the structure's dynamic signature changes. It can be used to assess existing structures, for periodic or event-driven (blast, accident, natural disaster) check-ups, or to continuously monitor critical structures. It is being used in buildings, bridges and other structures around the world.

Recommendation:  Who else knows how to do the same thing you do, better than you do it now, and how did they get there?



10. Light in a Bottle

While our ten-best list is full of high-tech wonders, there are many places where shelter concerns are far more basic. For millions of people, the best new building product in the world might be a used 2-liter plastic soft drink bottle.


Light transmitted by a 1-liter plastic water bottle inerted through the roof


With little or no access to electricity, they live in dark housing. A hole in the roof admits only a concentrated shaft that spreads little usable illumination throughout the interior. However, a water-filled plastic bottle inserted through the roof gathers sunlight and diffuses throughout the interior below. Alfredo Moser from Brazil is credited with pioneering plastic bottle skylights, and non-government organizations like A Liter of Light are spreading the light.

Recommendation: When we think about progress, it is important to consider not only the leading edge, but also the trailing edge.

10 Trends To Watch - part 1 of 4

Developing systems and methods are shaping the future of construction.


Chusid Associates endeavors to identify trends that will shape our client's future business.  We have observed a number of recent developments worth watching, and we present them here, with products emblematic of those trends. Some are still in early phases of laboratory development; others have been lurking in the periphery of construction and are now poised to leap, fully grown, onto the architectural stage. What they have in common is that they challenge our thinking and help us anticipate construction's future.

We present 10 trends in a special, 4-part post.  Watch for parts 2, 3, and 4 over the next 2 weeks.


1) Lighting Beyond LED
After a long gestation period, light emitting diodes (LED) have finally become commercially viable. Yet, even before they have risen to their full potential, the next wave of illumination sources is on the horizon. Particularly significant are a trio of new technologies for producing very thin, flexible sheets of illuminating material. Unlike LED panels that are made up of hundreds of point light sources ganged together, the new technologies provide even illumination output over their entire surface.

Organic light emitting diodes (OLED) are already seen in flat TV screens, monitors and smart phones, and several companies are racing to turn them on in the lighting market. (oled-display.net/oled-lighting/) Light emitting capacitors (LEC), developed by Ceelite Technologies (ceelite.com), are being used in back-illuminated signs to create thin fixtures with even light distribution. And quantum dot light emitting diodes (QLED), developed by QD Vision (qdvision.com), are crystalline semiconductors that can be tuned to emit very pure colors of light.
Rapid progress is being made towards improving longevity, improving efficacy, and larger sheet sizes. Costs should decrease once these light sources are produced on high-speed "printers," as currently proposed.

 Their flexibility and thinness suggest new ways to design with light: Creative new forms for luminaires. Walls and ceilings liberated from the need to use surface-mounted or recessed luminaires. Glass that is transparent by day and light emitting at night. Cabinet shelves that illuminate their content. Doors with illuminated faces to aid emergency egress.
OLEDs used a window blinds
GE proposes that thin, flexible OLEDs can be used as window blinds.

Recommendation: Look for innovative ways to incorporate lighting into your products


2. Robots Rising
Robots are already in use in building product manufacturing. For example, Boral Brick uses robots to stack green brick for kilning, and to pack finished brick for shipping as palletless, minimally-packaged cubes. The news is that robots are moving into the field. For example, robots are being used to lay bricks in elaborate patterns that would be quite labor intensive to do manually.  (For example, see treehugger.com)


Theometrics has a fleet of mobile robots that measure a building interior in three dimensions, capturing more data points than would be affordable with manual surveying, and automatically generating a model of the structure. Equipped with a marker, it will mark the layout of conduit, partitions and other work. Equipped with a drill, it will assemble components.

The pace of robotic research is quickening. Southern California Institute of Architecture's robot lab, for example is exploring "freeform additive" fabrication and onsite construction in "unprecedented emulation, simulation and animation environments in which computational geometry, material agency and fabrication logistics merge." 
Robots at SCIARC Lab.
Large industrial robots configured in a multi-robot work cell are exploring the future of robotic construction.
Recommendation: Robotics will change the ecology of construction.  How will you evolve to survive?


Red Listed Products

Living Building Challenge Version 2
Acceptance is growing for a "Red List" of materials that are considered environmentally hazardous. The Red List, created by Living Building Challenge, precludes usage of the following:
  • Asbestos
  • Cadmium
  • Chlorinated Polyethylene and Chlorosulfonated Polyethlene
  • Chlorofluorocarbons (CFCs)
  • Chloroprene (Neoprene)
  • Formaldehyde
  • Halogenated Flame Retardants
  • Hydrochlorofluorocarbons (HCFCs)
  • Lead
  • Mercury
  • Petrochemical Fertilizers and Pesticides
  • Phthalates
  • Polyvinyl Chloride (PVC)
  • Wood treatments containing creosote, arsenic or pentachlorophenol
These compounds are found in many building materials; finding and adopting suitable alternatives will require a significant investment for many manufacturers.

The investment may be worthwhile, however, since the number of developers prohibiting Red List materials is increasing. For example, Google is among organizations that have banned the use of Red List products. Google is alleged to be building facilities at the rate of 40,000 sq. ft. a week.

Anthony Ravitz, Google’s project coordinator for real estate and workplace services, says the firm's decision is based on an economic analysis of the true costs of using a material, including the health and vitality of its employees and avoiding expensive claims for illness due to exposure to potentially dangerous materials. He calls upon manufacturers to provide better transparency about what is in their products, saying, “We don’t have complete information about what’s in our products. It’s not readily available. Until we have that, it will be difficult to make the best decisions.”

QR Codes Go Mainstream

As we have been predicting, QR codes are arriving at some sort of critical mass in the US, and suddenly, you see them everywhere.  Home depot has them on store displays.  They’re on the news.  A headstone maker is putting them on gravestones.

They may look like a maze puzzle to you, but to a smart phone with a (free) QR-reader app, they are a link to information, like a bar code on steroids.

Most current applications simply use the code to link to a website.  At Home Depot, a QR code attached to a display model links you to the Home Depot web page about the product. The gravestone-maker similarly uses the QR code to link to a web page about the deceased.  (The code, etched in stone, will probably outlast the web page.)


It is possible to pack plain text directly into a QR code, too. For example, the really dense QR code depicted here contains the first two paragraphs of this post.

What is it worth to building products manufacturers?  For starters, you could link all your product data and online instruction videos to a QR code right on your product packaging.  A contractor shopping at the distributor’s warehouse could find out everything he needs from the most accurate source: you.  On the jobsite, he could access instant video instruction for workers. You could link him to customer service and technical support just as easily.

You can put a QR on your business card, too, for direct link to your website.

For the time being, while QR codes are still a novelty, they offer tempting guerrilla marketing opportunities.  People will be curious and scan them just to find out what they link to.  Print them on cards and leave a few at big job sites, on Home Depot shelves, at union halls.  You can print them on stickers and find interesting places to attach them: a hard hat, a tool box, a product package.

They won’t be novel for long, though.  Acceptance is moving rapidly.

"Excellence in Construction Information" Awards Won By Two Chusid Associates Clients

Two clients of Chusid Associates have won this year's Excellence in Construction Information Awards, jointly sponsored by CSI and Specification Consultants in Independent Practice (SCIP). Ceilings Plus was recognized for its Idea Box, an innovative presentation of product data and samples. American Decorative Concrete Supply Company (ADC) was awarded for their sales collateral and product documentation. The EICI Award was created to recognize excellence, originality or creativity in processes, tools, or documents used in development or construction of the built environment.
Michael Chusid accepts awards for two clients during 2011 CSI Convention.
ADC embarked on an extended communications project in 2010, revamping all their product literature to make it more useful to architects and specifiers and well as contractors and concrete artists. The campaign includes sales sheets, technical data sheets, and guide specifications, as well as a redesign of their website. Their new technical data sheets follow Construction Specifications Canada ProductFormat, currently the only published standard for building product data sheets. All the pieces were designed and coordinated for greater consistency of information, more consistent branding, and better accessibility of data. All of the sales collateral recognized by the award was created by Chusid Associates.

Ceilings Plus produced a highly innovative way to present their product data and samples. The Idea Box is a formed aluminum box decorated by precision perforation, made in the Ceilings Plus factory. Inside it are elaborate samples of the company's finishes and forming abilities, as well as the Idea Pad, a handbook-sized product catalog full of surprises. The cover of the Idea Pad is a steel sheet with magnetized sample-chips of wood and metal finishes on it. The chips are cut into unusual geometric shapes that can be arranged in patterns including complex tessellations, inviting architects to play with designs and turn loose their imaginations.  The book includes not only product and company information, but suggested tessellation patterns, luscious project shots, and space to sketch designs. The Idea Box and its contents were conceived and designed by Chusid Associates, with art direction by Vladimir Paperny and copy by Michael Chusid.

How do Spec Writers Decide?

The following is from the blog of Liz O'Sullivan, AIA, CSI, CCS, LEED AP, NCARB, a Denver architectural specifications writer.

One for Construction Product Manufacturers: How do Spec Writers Decide What Products to Specify?

Maybe in a perfect world, spec writers would research ALL the available products, and specify ALL of the products that meet the project requirements.  Think of the competition that would create, and the potential cost savings to the Owner because of that competition… and think of the additional costs to the Owner for the time the specifier would have to spend on all that research!

The construction industry generally seems to agree that having 3 competitors provides enough competition to get a fair price for a product.  I believe that the law of diminishing returns would apply to a practice of researching and specifying any more than 3 comparable products, or “equals”.

So how do spec writers select those three products?  Sometimes the Owner tells the design team what they want us to specify.1  If an Owner doesn’t have a preference, the Architect often makes selections based on aesthetic requirements.2  And, if neither the Owner nor the Architect has a preference, the specifier makes product selections.

Last night, I got a comment from Kirk Wood about the third situation.  Kirk was wondering if it’s a case of “who you know” rather than “what you have to offer” that determines which manufacturers’ products get specified by spec writers.

First, I have to mention that the manufacturers’ reps that spec writers know best are those whose products we have researched and have had questions about; the reps we know best are those whose products we know best.  We know these reps through the process of researching the products we were specifying, NOT the other way around.  It’s NOT that we know them, so we spec their products; it’s that they rep products that we spec, so we turn to them when we have questions about the products (compatibility, pricing, product options, availability, et cetera).

So how do specifiers know about these products or manufacturers in the first place? 
When preparing specification sections for a project, many of us start with commercially available master specifications.  (I use MasterSpec, by ARCOM.)  These master specifications usually list available manufacturers for the products we’re specifying, and many of us start the selection process there.3

Moving ahead from the master is where, due to time and budget constraints, the process of product selection has the capacity to get random…

When possible, we select products and manufacturers that we are familiar with, and we do research to make sure that these familiar products work for the specific project.  If we haven’t ever researched any of these products before, they’re unfamiliar, so we start from the list provided by the master specification, and research those.  It’s a very rare situation when all the products listed in a master specification will meet the project requirements.  So, I research the listed products until I get three that meet the project requirements.

Here’s how I go about this:  I start with the list, and delete those that don’t work.

A manufacturer’s website with too many barriers to entry will make me jump to the next manufacturer on the list.

A manufacturer’s website with no information, just contact information for the manufacturer’s rep, will make me jump to the next manufacturer on the list.

A manufacturer’s website that is running too slowly will make me jump to the next manufacturer on the list.

A manufacturer that has NO WEBSITE is OFF THE LIST.

It’s not who you know.  I’m not saying that product selection isn’t a bit random at times, but generally, if a manufacturer has clear, easily accessible, easily navigable, correct, quickly available, concise, complete, and non-conflicting4, information on the internet, that manufacturer’s products are more likely to get specified.

Spec writers are a predictable breed of design professional.  We prefer to see things published, in print, rather than to listen to someone tell us about them.  We’re skeptics, and aren’t likely to blindly accept things that we can’t independently verify.  We are detail-oriented and generally are not interested in information beyond the technical.  Most of us are introverts, and a lot of us would rather write than talk (can you tell?).

So, my advice to manufacturers is the following:  Have a good website.  Have a good technical information department.  Have great manufacturer’s representatives!  Encourage your reps to join CSI, the Construction Specifications Institute.5

Being active in CSI is not about getting spec writers to know you so that they’ll spec your products; it truly does not work that way.  Being active in CSI is about getting spec writers to realize that you, a local manufacturer’s rep, are there to answer our questions, and to help educate us about your products, and about comparable products (your competitors’ products).

Reps should become resources for spec writers.  Specifiers aren’t really susceptible to old-style salesman techniques; we’re skeptics, remember?  Don’t go to CSI meetings and try to “sell.”  Go to CSI meetings and let design professionals know that you’re there, and when you’re given the opportunity, educate us about your products (and about how they compare to your competitors’ products.)

We’re all in this construction industry together.  The primary goal that all of us have is to get a building built for an Owner, and to make a living doing it.  When one manufacturer’s product is more appropriate for a project than another’s, that’s the one that should be used in the project.  I think that, objectively, we can all agree on that.  The best way to make sure that the most appropriate products are being incorporated into the project is for manufacturers and their reps to make their best efforts to educate spec writers.  And if there are a bunch of equally appropriate products, then specifying 3 of them is a good way to get a fair price for the Owner’s project.
Notes:
  1. Ah, yes – the natural question is, “How does the Owner pick the products that they want us to spec?”  Well, that’s always a bit perplexing.  Many of the products that Owners require in their technical guidelines aren’t actually comparable, but are written as if they are.  Many of the products in the Owners’ technical guides have been discontinued, and listed manufacturers have gone out of business.  Some of the products and manufacturers never existed – curious typos and misspellings have created shadowy products or manufacturers that somehow get repeated, project after project…  Truly, a mystery.
  2. When the Architect makes product selections, the spec writer researches the Architect’s desired products, and if they meet the project requirements, and are compatible with other specified products, the spec writer specs the product or products selected by the Architect.  If there are comparable products, or “equals”, selected by the Architect, the specifier will include those.  If there really aren’t exact equals, the specifier will usually indicate that the Architect’s selected product is the “Basis of Design,” and will allow substitution requests for products that almost meet the specifications.  The Architect will decide if proposed substitutions are acceptable.
  3. More than once, I have suggested to a manufacturer’s rep that they should contact ARCOM, MasterSpec’s publisher, to see if they can get their products listed.  If spec writers don’t know you exist, we can’t specify your products…
  4. Yes, I have reported conflicts between different bits of technical information on a manufacturer’s website.  Come on, people!
  5. CSI’s website: www.csinet.org
Thank you, Liz.
------------------------------
COMMENTS David Stutzman posted the following comment on Liz's post:
 
I might add one more thing for manufacturers to do. When called or emailed, please respond promptly. I cannot tell you how many times I have filled out the contact form on a manufacturer’s website because the architect selected their product and then waited and waited. I recall one that did follow up by phone several months later. I asked what project the call was about. The caller had no idea. Neither did I. That ended the conversation and left an impression that will not be forgotten.

Life-cycle assessments of products

This is an encore of an article Michael Chusid wrote 20 years ago. To a limited extent, increased attention to environmental sustainability have increased focus on life cycle performance of buildings. LEED, for example, requires buildings to be commissioned to ascertain that mechanical systems perform as required. Also, the "cradle-to-cradle" concept encourages examination of the flow of materials from extraction to re-purposing.


Operational costs typically, 
exceed construction costs.

Tools that can help architects make life-cycle assessments of products

The architectural community too often disregards the life-cycle costs and operation of buildings. This attitude is not expressed overtly but nonetheless permeates architectural practice:
  • We grovel before a project's bid price and all but disregard a building's cash flow, the streams of operational and maintenance expenses, financing, revenue and tax consequences, which spell economic success or failure to a building owner. 
  • When designing an addition or renovation, we too often fail to involve the building's maintenance staff in a serious discussion about their resources, schedules, and experience with the building's existing materials and systems.
  • We rarely retain qualified building maintenance consultants on our design teams.
  • And frequently, we pass along a hodgepodge of submittals and call it an Operation and Maintenance Manual without considering whether the accumulation really communicates.
Over the economic life of a building, operation and maintenance costs will typically equal or exceed first costs. And when we consider how a maintenance program can affect a building's resale or salvage value, the importance of building maintainability becomes even more apparent.

Building Economics
Building design and product selection decisions should be made with benefit of life-cycle cost analysis. Recently issued ASTM standards provide the building industry with clear guidelines for performing an economic analysis of building designs and components. In a life-cycle cost study, each future cash flow must be adjusted for anticipated inflation and escalation and then discounted to a present value. When performed manually, these time-consuming calculations limit the use of life-cycle cost analysis. New computer-based programs, however, make it much easier to conduct life-cycle installations.

Even though calculations have been simplified, a building life-cycle cost investigation still remains difficult because reliable data on product longevity, maintenance schedules, and operation and maintenance expenses are difficult to obtain. How soon will a roof really be repaired or replaced? How frequently will various types of door operators require servicing? How will the selection of a sealant or weatherstripping affect energy use? Such information is not contained in the typical references found in an architectural office, but a new family of facility management publications and references is beginning to fill this gap. For example, Means Facilities Maintenance Standards [now out of date] discusses the mechanisms that contribute to building deterioration, and building maintenance scheduling and management.

Architects must also take more initiative to discuss maintenance issues with their clients and consultants and to collect and analyze the maintenance history of their buildings. This information must then be transmitted to the drafters and specifiers who actually make product decisions.

Product Data
Although building product manufacturers and trade associations are a primary source of product information, few offer well documented data on their product's life-cycle performance, offering only inconclusive laboratory testing or anecdotal case studies to document their claims. They claim they are unable to predict a product's life-cycle because of conditions beyond a manufacturer's control, such as environmental conditions or maintenance procedures. Yet these variables can be quantified and applied to a sampling of historic product performance data. The resulting analysis could be used as a valid basis for predicting product performance and comparing product alternatives.

Some manufacturers have responded to the need for better information about product life-cycle costs. USG Interiors, Inc., for example, offers a computerized comparison of relocatable partitions and drywall partitions. called DesignAid for Walls, the program enables a designer to consider the economic impact of partition relocation, financing alternatives, tax benefits and accelerated depreciation, and the escalation of waste disposal costs associated with drywall partition remodeling. A similar USG DesignAid program compares several floor construction and wire distribution systems to determine life-cycle costs vis-a-vis workstation relocation. [Chusid Associates wrote both DesignAid programs.]

Building productivity is
also a life cycle factor.

Operational Assurance
Since many architects assume "building maintenance" means "janitorial services" or occasional redecorating, it would be useful to introduce a new term into our professional patois. "Operational assurance" is a concept more familiar to industrial engineers who must assure that manufacturing equipment is kept at optimum operating capacity. An operational assurance approach to buildings must consider the building operational goals and specify systems and products in view of their longevity and the ease and cost of their maintenance, repair, and replacement. Operational assurance can be applied not just to mechanical and electrical systems, but to the building envelope, finishes, and other architectural components as well.

Capability in operational assurance planning would enable an architectural or engineering firm to differentiate itself from its competitors and position itself for growth in industrial, commercial, or institutional markets. Maintenance programming, value engineering, training of the building staff, and post-occupancy evaluation also could be lucrative extended services and could lead to a continuing relationship with a client.

Have a question you'd like us to answer?
Send an email to michaelchusid@chusid.com 

By Michael Chusid, Originally published in Progressive Architecture, ©1991.

Putting the Brakes on Substitutions

This is an encore of an article Michael Chusid wrote nearly 20 years ago. Substitutions remain an issue, and the article is still relevant.

Be involved in the entire specification process, and you'll increase the chances that the specs will be followed.

The only people who benefit from substitutions are the subcontractors and suppliers who win bids from competitors and then boost their profits by supplying lower-cost materials than those specified. Everybody else loses. This means that building product manufacturers have something in common with the specifier, general contractor, and building owner: You all want the project delivered as designed and specified.

So, instead of seeing yourself as the hapless victim of substitutions, act as an ally to the design team. From this position, you can influence the design and contracting procedures to help avoid or control substitutions.

Why specs go astray
Substitutions occur throughout the design process. You know the scenario: An architect calls and asks for assistance evaluating your product for a job. After a long discussion, you agree on details and specifications, and the architect says it's just the solution he's been looking for. But when the project appears in the plan rooms, the spec is based on your competitor's product, and you aren't even named as an acceptable manufacturer. What happened?

First, many layers of decision makers are involved on all but the simplest projects. Designers, draftsmen, project managers, specification writers, general contractors, subcontractors, suppliers, and building owners all play a role in product selection and substitutions. One of your toughest jobs is to identify everyone who influences the sale. You must provide each with the information they need to understand how your product contributes to the project's overall success. You should also help the design team as a whole develop a shared understanding of, and commitment to, your product.

Even after your product is specified, however, you must continue your sales effort. At each project phase, responsibilities may pass to new team members. These newcomers may not share their predecessors' understanding of your product, or they may have new criteria for the project. Promote your product with information appropriate to the phase: aesthetic or functional information during design, technical information during the construction document phase, quotes during bidding, and field support during and after construction.

Once the design team is committed to your product, they will welcome your input to assure they get what they want on the project. When this happens, you can use your understanding of construction documentation and the contracting process to steer the project to your cause.

Begin by helping the specifier prepare a tight specification. In my experience, most substitutions occur because the specs are not specific enough to keep out undesirable materials. Poorly written specs are difficult to enforce or to use as a basis for evaluating proposed substitutions. Offer designers complete and accurate technical data about your product, and help them specify it correctly.

When an architect or engineer still won't limit the bidding to your product alone, offer to recommend qualified competitors. Assured that the specification allows price competition among several reliable producers, the specifier should be willing to limit the spec to the named suppliers without employing the dreaded "or-equal" clause. It is to your advantage to bid against competitors with similar pricing and capabilities than to bid against unknown "or-equals."

Another approach is to encourage specifiers to write a firm "base bid" spec for your product and an alternate for other products. By doing so, the specifier will be expressing a preference for your product a preference that will usually prevail.

Assist with cost control
Design professionals may also need your assistance with budgeting and cost control. Many sales reps make a mistake by not bringing up cost during sales presentations because they fear designers will reject their product as too expensive. But architectural design is somewhat removed from market costs, so designers tend to specify quality over economy.

This creates a perfect opportunity for substitutions later, because the reality of costs will no doubt become an issue.  It is better for you to deal with it while you are still in a position to affect the outcome. If the product  cost is over budget, try to help the designer find savings elsewhere in the project. If that doesn't work, suggest a substitution within your own product line.

Discussing costs upfront can also alleviate the designer's fear that limiting a spec to one source may eliminate competition and inflate prices. Overcome this resistance by making written price commitments based on design documents. This is especially effective with big-ticket items. With a major chunk of the budget fixed, the designer can predict total project costs more accurately.

If appropriate, negotiate a contract directly with the building owner or as an owner-selected subcontractor. If the owner has an ongoing maintenance program, try to establish a corporate purchasing program where you become the preferred supplier in exchange for a discount or improved level of service.

A well-written project manual spells out procedures for proposing substitutions in an orderly way during the bidding or negotiating phase. Proposed changes, if acceptable to the designer and owner, are added to the bidding documents and become part of the construction contract. Any changes that take place after the execution of the contract should be formalized with a procedure called a change order. Change orders are usually reviewed by the designer, owner, and contractor since they are legally binding and can change the contract requirements and price.

Despite the change-order process, many substitutions occur informally during the submittal process. Specification frequently require suppliers to submit shop drawings, product samples, or other information about the materials. Often, a product not complying with specifications is submitted and is then considered as an acceptable "or-equal" if the contractor or architect does not specifically object.

When such changes result in building failure, the architect and contractor often accuse each other of inadequate review of the submittals. The entire construction industry benefits when changes are documented with a formal change order instead of a casual submittal.

Have a question you'd like us to answer?
Send an email to michaelchusid@chusid.com 

By Michael Chusid. Originally published in Construction Marketing Today, ©1994

BEES Sustainability Database Moves Online, Offers Limited Time Discount on Listing

The BEES (Building for Environmental and Economic Sustainability) database developed by the NIST (National Institute of Standards and Technology) is a tool for life cycle analysis for building products.  It is now available as a nifty new online tool at http://www.nist.gov/el/economics/BEESSoftware.cfm. It allows the user to research a vast array of sustainability data on a wide variety of building products. Economic performance and environmental performance are both evaluated, and graphed as simple snapshot. The underlying numbers are all available too, including data on the presence of a huge array of chemical compounds, toxins, metals, and greenhouse gasses; energy usage in various categories; and more.  Even better, multiple products can be compared.

BEES is not simply a bunch of information.  It is software that draws info from its product database and does useful calculations that can be tailored to a specific project. On entering the system, the user can select products by the part of the building in which they are used.  Evaluation can be straight, or weighted according to a set of 12 impact criteria: Global Warming, Acidification, Eutrophication, Fossil Fuel Depletion, Indoor Air Quality, Habitat Alteration, Water Intake, Criteria Air Pollutants, Smog, Ecological Toxicity, Ozone Depletion, and Human Health.  There are several preset weightings to choose from, or the user can define the weighting.

Moving BEES online makes it operating system independent. (Previously, it was downloadable software that only ran on Windows OS.)  This means that you can access it with common web browsers on your computer.  Yes, you can even access it on your iPhone, although I wouldn’t recommend that for your first adventure into the system; some of the display on iOS Safari is a little buggy, and it helps to know where to expect information to appear.
Products in the database include a mix of generic and proprietary products, but the proprietary list tends to be limited. One of the advantages of having BEES live online is that NIST can now add new products easily.

Manufacturers can submit their products to the database, which has two kinds of value.  It will the improve usefulness of BEES, and it may give participating manufacturers an edge in getting specified on projects where sustainability calculations (LEED or otherwise) are factor in choosing products.

To participate, contact Anne Landfield Greig, Four Elements, LLC, the BEES Certified LCA Practitioner who works directly with the BEES project.  She will walk you through the process:

   Anne Landfield Greig
   Principal, Four Elements Consulting, LLC
   Seattle, WA
   w +1 206.935.4600
   m +1 240.426.1098
   anne@fourelementsllc.com

According to the BEES team, "A typical building product manufacturer should anticipate a cost of about $8,000 for the first product and $4,000 for each additional product with similar processing steps. These prices are well below the cost of validating, completing, and incorporating your data set into BEES Online, and represent a limited-time offer that is guaranteed only while funds are available. Manufacturers can expect a questionnaire seeking data from the following departments:

      Accounting - quantity of materials purchased
      Production Control - quantity of output
      Facilities - energy use
      Environmental - waste and releases."


Use long-term cost benefits to your advantage

This is an encore presentation of an article Michael Chusid wrote about 20 years ago. It's message is still current.
 
I often encounter price resistance when selling my company’s top-of-the-line building products. Even though I explain that the product lasts longer and has lower operating costs, many customers can’t see past the initial costs. How can I overcome this sticker shock?—D. N. S. , sales manager

Developers and building owners think of their projects as an investment. In addition to construction costs, they analyze operating costs, potential income, and resale value. To overcome price resistance, present your product as an investment instead of an expense.

In some cases, this can be done by focusing on how your product adds value to a building. Developers recognize this principle when they spend extra on building finishes or fashionable interiors. Their investment is repaid by making it easier to sell the property or attract higher rental income.

Other products can be positioned as expenses necessary to protect a property’s income potential. A major hotel chain, for example, invests in backup air-conditioning equipment because they realize their inventory of rooms is worthless if they can’t guarantee comfort.

Tout up-front savings
Another approach is to emphasize the “first cost” of your product. In addition to purchase price, this includes the design, construction, and financing costs necessary to put your product into service. You can sell the first-cost benefits of your product if, for example, it costs less to install or enables faster completion of a project.

A still broader view of costs is a lifecycle cost analysis, which considers the cost of owning a product, not just purchasing it. This is significant because the total of a building’s maintenance, energy, insurance, tax, interest, and other ownership expenses usually exceed construction costs.

Life-cycle affordability is key
Life-cycle cost analysis has long been used by mechanical engineers; it is fairly simple to compare the cost of additional insulation or more-efficient equipment to projected energy savings. But in recent years, life-cycle affordability has become increasingly important. Environmental concerns, for example, have shifted attention from construction costs to issues such as energy consumption and building materials disposal. Institutions like the Army Corps of Engineers have begun to require life-cycle cost analyses of proposed projects. A recent publication from the American Society for Testing and Materials, ASTM Standards on Building Economics, establishes procedures for investigating the life-cycle costs of building materials. And computer programs have simplified the extensive number crunching required for life-cycle cost calculations.

Many manufacturers claim life-cycle benefits in their advertising, using bar charts to show how their products’ costs compare to competitors. Such claims have more impact if your customers can examine the supporting data. You can use computerized presentations to show them results for a specific product.

USG Interiors is one company that uses computerized life-cycle cost analyses to position its relocatable office partitions against lower priced conventional drywall partitions. The program considers such variables as the client’s tax bracket, material and labor costs, project size and complexity, mortgage terms, and the accelerated depreciation allowed to relocatable partitions. It also asks the customer how often remodeling will occur. The program then compares the life-cycle benefit of USG’s reusable partitions with the demolition costs of removing drywall partitions. This gives USG a powerful sales tool to use with financially oriented customers who may not perceive the product’s technical or aesthetic benefits. In addition, getting the customer to say yes to all the input data increases his acceptance of the program’s conclusions.
From a life-cycle cost analysis prepared by Chusid Associates.
Are your products priced right?
Conducting a life-cycle cost analysis for your product can be a fruitful marketing exercise. For example, do you know what factors most affect the affordability of your product and your competitors’ products? Can you substantiate product durability or quantify maintenance costs? Would your products be more affordable if there were more demand for salvaged or recycled components?

A life-cycle cost investigation I once conducted for a water-conserving plumbing system helped the manufacturer establish a competitive price for its product. Another time I compared the life-cycle costs of 12 roofing systems. Even though my client’s roofing system had outstanding durability, the study showed its high initial cost was not offset by low life-cycle maintenance costs. This insight helped clarify the manufacturer’s marketing alternatives.

While life-cycle costs can be an important sales tool, you must still tailor your presentation to each individual customer. Many price objections are simple requests for more information or reassurances. Other objections may be based on unquantifiable concerns about performance, appearance, or reliability. Bringing out a technical looking spreadsheet could confuse some customers or miss their main concerns.

For some customers, delivering a job for the lowest initial cost will always outweigh life-cycle considerations. But in other cases, a life-cycle cost argument may be just what is needed to close a sale. It can help customers justify to themselves or to their clients the decision to use a more expensive product. Or it can be a subtle way of pointing out a competitor’s shortcomings. Most importantly, it can change the focus of a sales presentation from the cost of your product to the value of your product.


Have a question you'd like us to answer?
Send an email to michaelchusid@chusid.com 

By Michael Chusid. Originally published in Construction Marketing Today, Copyright © 1994