Pricing Design Services + Writing Effective Fee Proposals

Full price: $134.00
Member: $100.00


Course outline
Course structure and materials
Length of course
CPD hours
Learning outcome
Competency standards

Course outline

Pricing Design Services:
A cost based approach to proposing design fees frequently leaves architects competing on fee to win new work, bartering for position at the negotiation table and writing proposals that fail to capture the interest of their intended audience. By following an interest based approach architects can write proposals that separate their services from the competition, cater to the needs of a larger client base and offer solutions that clients want to pay for.

Writing Fee Proposals:
This presentation will look at why the traditional approach to writing fee proposal is no longer effective and what can be done to improve effectiveness. Based on concepts and experiences from the fields of human behavior and design fee negotiations, architects will learn how to write a proposal that will capture the interest of their intended audience while demonstrating the value their services provide.

AACA Competency: Practice Management


Ian Motley: Blue Turtle Management and Consulting (BTM+C)

Ian is the founder of BTM+C and divides his time between London, Sydney and San Francisco. Ian has over 15 years’ experience in project management, working on residential, commercial and industrial construction projects.

Alexandra Howieson: Blue Turtle Management and Consulting (BTM+C)

Alex currently divides her time between Sydney and San Francisco where she maintains involvement in the family firm (Ross Howieson Architects) and develops content for BTM+C – specialising in Design Fee Psychology.

Course structure and materials

  • Audio-visual Flash presentation
  • Formal assessment

    Length of course

    2 hours

    Continuing professional development hours


    2 formal Continuing Professional Development (CPD) points.

    Learning outcome

    After completing this course, you should be able to:

  • Achieve an awareness of different pricing strategies.
  • Gain an introductory understanding of 1st, 2nd and 3rd degree price discrimination and its applications.
  • Gain a working knowledge of Up-selling, Cross-selling, Bundling, Unbundling and Versioning pricing strategies.
  • Appreciate how different industries price their products and services.
  • Understand how Price Anchors, Price Decoys and ‘Free’ Prices can influence consumer behaviour.

    National Competency Standards in Architecture

    Practice Management


    Full Price $134.00
    Member $100.00
    Practice Membership / A+ $91.00
    Graduate Member $91.00
    SONA Member (student) $51.00

    Pricing is inclusive of GST.

    Technical requirements

    For technical requirements, please visit the FAQ.