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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