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Business of Structural Engineering: Day 1

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Marketing Your SE Firm—Tools for the Structural Engineer at All Levels
James Kent, Principal and Chief Marketing & Communications Officer, Thornton Tomasetti
This presentation will discuss how structural engineers at every level of a firm should be focused on marketing and the influence they can have on their firm’s brand. The discussions will focus on the day-to-day interactions with customers as well as the benefits of social media, customer education and high-level PR. The key will be to have a plan, whether your firm’s budget is $1 or $1 million.

Understanding Your Key Financial Ratios to Build Shareholder Value
David Cohen, Managing Director, Matheson Financial Advisors, Inc.
If your car isn’t running right you call a mechanic, but if your company sputters and wheezes, it’s up to you to diagnose and fix the problem. By regularly monitoring key performance metrics that determine profitability and impact shareholder value, you can steer your company to success, especially during a global pandemic.

As an engineering firm, your success is driven by effective project management—which is driven by time and efficiency of labor and value pricing. This is the "rocket science" needed to understand how to make the connection between day-to-day operations to building shareholder value and resulting opportunities within your firm.

The presenter will explain the key financial ratios that drive value, such as income statement metrics including utilization, net labor multiplier, revenue factor, and overhead rates; and balance sheet metrics like current ratio, average collection period, and capital structure. And after the session you will have a better understanding how they are derived, how to interpret and communicate these ratios, and how to involve and educate your managers and staff to promote ongoing feedback and guide the planning and problem solving needed to improve these metrics and drive shareholder value.

  • Course will award 2.0 hours of continuing education
Please note: This webinar is part of the Business of SE Series and is not included in the NCSEA Webinar Subscription. The registration fee for the Series is $295 for members ($395 for nonmembers), which includes all 5.5 hours of education.


  • James Kent

    With 13 years of experience at TT, James Kent is a marketing-communications executive serving as strategic advisor and results-driven leader, skilled at storytelling to energize teams and align leaders to clarify and elevate brand position. Jim has held marketing positions at Schlumberger, Thomson-Reuters and Woods Hole Oceanographic.

  • David Cohen, Esq., ASA

    David specializes in business valuations, ownership transition and succession planning, and mergers and acquisitions as part of exit strategies and strategic plans for A/E/C firms across the country. He has completed appraisal assignments for purposes of mergers and acquisitions, internal ownership transition and succession planning, Employee Stock Ownership Plans (ESOPs), and various litigation support engagements. David has assisted clients through the mergers and acquisitions process—helping them identify potential buyers or sellers, conducting due diligence, negotiating, structuring and closing the deal, and integrating the firms.

NCSEA Webinars and Digital Events Cancellation and Refund Policies

Webinar Cancellation

By NCSEA: If a webinar is canceled by NCSEA, all registered attendees will be notified via email. NCSEA will issue a full refund if the event cannot be rescheduled. If the event is rescheduled and a registrant can not attend on the rescheduled date, NCSEA will offer a credit in the amount of the purchase price.

By Registrant/Attendee: Cancellations must be made at least 24 hours in advance of the webinar (or the first webinar in the case of a series or bundle) and in writing via email ( with the subject line "NCSEA Webinar Cancellation" and include the following in the body of the email: Title of Webinar, Order/Invoice Number, Name of Registrant, and Reason for Cancellation. No telephone refund requests will be accepted.

If the request has been approved, NCSEA can do one of the following:
  • Refund the amount back to the original order payment method (a $25 cancellation processing fee will be assessed)
  • Issue a full credit on the purchaser’s account that can be used towards a future webinar/event.

If you are unable to attend the webinar and the cancellation deadline has passed, a recording will be available (in most cases) in the Education Portal after the webinar has concluded.
Refunds are not granted due to attendee technology issues. It is your responsibility as the webinar attendee to test your computer setup prior to the start of the webinar.

On-Demand Purchases
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September 16, 2020
Wed 12:00 PM CDT

Duration 2H 0M

This live web event has ended.

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