STAGE 1
Preparation and Brief 
A short but essential section on getting the basics right before setting up your business – by preparing a written brief.
This guide encourages you to look at starting a new practice as a project to both design and implement. It is a project in which you will be client, designer, contractor and user – it will be worthwhile getting it right! All projects should start with a well-written brief, explaining what you seek to achieve from the venture, and setting up a business is no exception. Take off your architect’s hat for the time being and concentrate on your aims and aspirations as the purchaser and user of a new business vehicle. The brief should go on to inform the business plan (Stage 3) and ultimately determine the way you will run your business and carry out projects.
Brief essentials
The mission
- A short (five or six lines maximum) statement of intent – ideally inspirational.
Objectives
- The aims of the mission – see Stage 3 for further discussion of objectives.
Priorities
- Establishing what is important to you and the business. These could reflect principles, beliefs or core themes: eg sustainability, innovation, social commitment, treatment of staff, digital technology.
How
- The means by which you plan to meet your objectives and priorities.
- The management of decisions and responsibilities.
Performance requirements and measures
- Benchmarks and targets by which to assess and measure your achievements against your objectives.
Timeframe
- A programme for progress and development.
Who?
- Who is going to be responsible and for what?
- Who should be involved? Staff, colleagues, advisers, clients?
Where?
- The target areas, sectoral and geographical, for your business.
- Office location(s).
Checklist
Stage 1: Preparation and Brief
- Prepare a brief; write down in structured form a clear set of goals.