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© Graham M Winch II : Defining the Project Mission1 mission definition is strategic management why strategic ? –relationship of client to environment –allocation of scarce resources –longer term future of client –strategy implementation why strategies ? –definition process –communication of intent –baseline for planning and control
© Graham M Winch II : Defining the Project Mission2 3 : Deciding What the Client Wants the project was assembled round a hole like a Polo mint..[there was] no client driving it forward with a vision of what the operator needed to have Sir Alastair Morton
© Graham M Winch II : Defining the Project Mission3 Deciding What the Client Wants understanding the business justifying the investment defining the project mission
© Graham M Winch II : Defining the Project Mission4 Understanding the Business four types of business process –information flows –resource flows –material flows –people flows people and material flows inherently spatial –spatial configuration –indoor environmental quality –symbolic value life-cycle costs
© Graham M Winch II : Defining the Project Mission5 Spatial Configuration staff interaction shopper browsing pedestrian movement patterns of crime
© Graham M Winch II : Defining the Project Mission6 Indoor Environmental Quality personal control speedy response natural light work group spatial definition
© Graham M Winch II : Defining the Project Mission7 Symbolic Value defining values –God or mammon attracting key staff attracting the right customers contributing to the urban culture
© Graham M Winch II : Defining the Project Mission8 Justifying the Investment net present value –does the project add value? cost/benefit analysis –can all value be quantified? uncertainty in the calculation –benefits –costs
© Graham M Winch II : Defining the Project Mission9 Net Present Value Σ where C out is the (negative) cash flow C in is the (positive) return r is the rate of return expected by investors discounted cash flow is :
© Graham M Winch II : Defining the Project Mission10 Problems with NPV both incomes and outgoings are uncertain many costs and benefits cannot be priced –corporate image –national solidarity –fashion consciousness –leffet du prince –urban regeneration –social prestige cost/benefit analysis
© Graham M Winch II : Defining the Project Mission11 Cost/Benefit Analysis poor price signals –markets distorted –cost and/or benefits not traded shadow pricing –net gain or loss associated with having one unit more or less of the asset problems –how do we value a human life? –how do we value a view?
© Graham M Winch II : Defining the Project Mission12 Defining the Project Mission quality of conception –symbolic aspects - delight quality of specification –functional aspects firmness and commodity quality of realisation –service aspects a model of product integrity
© Graham M Winch II : Defining the Project Mission13 Product Integrity quality of specification quality of realisation quality of conception
© Graham M Winch II : Defining the Project Mission14 The Project Mission at The University of York quality of conception quality of realisation quality of specification symbolic buildings departmental buildings halls of residence
© Graham M Winch II : Defining the Project Mission15 The Development of Concession combining finance, construction and operations the problem of life-cycle costs the problem of defining services, not facilities –the output specification
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