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Firefly Design Group: Intelligent Design
In a tough economy, more integrators are outsourcing engineering, documentation and design to companies to increase profitability.
Ron Callis of Firefly Design Group, seen here, recommends integrators charge 5 percent to 10 percent of a job’s gross revenue for engineering, design and documentation services.
When you first dreamed of creating your new business, did you think it would be all about spending time with clients, trying to design and install systems that would "wow" them?
Do you now realize most of your day-to-day duties are actually more about general business drudgery?
One company, Firefly Design Group Inc. in Hollywood, Fla., says integrators can benefit from some help with the design and documentation that can lead to more profitable sales and to referrals.
As an outsourcing programming specialist, the company helps free up resources so integrators can concentrate on their own areas of expertise.
So, he created Firefly to partner with integrators and work with them throughout the entire job process -- from the initial sales contract to the final completion of the project.
The idea is to offer a level of service that will enable the integrator to become more profitable, Callis explains.
"Through my experience working with integration firms, I saw that they had the potential to sell. They were capable, they came up through the industry and they knew how to design systems.
"But the integrators fell short on the documentation of systems and engineering, and they didn't spend enough time up front to engineer for the most successful job," he says.
To date, Firefly's design and process assistance has gleaned some impressive results for integrators:
While there are a number of design firms out there helping integrators with jobs, Firefly hopes to go a step further by helping integrators increase profitability.
"We offer a lifecycle approach to process. We're not looking to be just a design firm," Callis explains.
"We partner with dealers on a 12-month basis and work with them throughout the entire sales process. We believe with more documentation up front, the integrator can close more sales and become more profitable," he says.
"We help with the proposal, offer drawing sets with device locations, motorized window shade designs … basically, whatever it takes to complete the job."
Do you now realize most of your day-to-day duties are actually more about general business drudgery?
One company, Firefly Design Group Inc. in Hollywood, Fla., says integrators can benefit from some help with the design and documentation that can lead to more profitable sales and to referrals.
As an outsourcing programming specialist, the company helps free up resources so integrators can concentrate on their own areas of expertise.
Quick Stats
Ron Callis, who has a strong engineering background as well as sales experience with both Lutron and Crestron, spent years meeting with integrators. This led him to realize many of them fell short in certain areas. - Company: Firefly Design Group Inc.
- Location: Hollywood, Fla.
- Years in Business: 1
- Number of Employees: 6
- Revenue (2007): Under $1 million
- Specialty: Helping integrators systematize their sales, installation and contract management documentation processes to improve pricing, quality, fulfillment and customer satisfaction.
- FYI: "Focus on what you do best. Outsource non-core competencies."
So, he created Firefly to partner with integrators and work with them throughout the entire job process -- from the initial sales contract to the final completion of the project.
The idea is to offer a level of service that will enable the integrator to become more profitable, Callis explains.
"Through my experience working with integration firms, I saw that they had the potential to sell. They were capable, they came up through the industry and they knew how to design systems.
"But the integrators fell short on the documentation of systems and engineering, and they didn't spend enough time up front to engineer for the most successful job," he says.
To date, Firefly's design and process assistance has gleaned some impressive results for integrators:
- A project that was initially bid for $650,000 catapulted to $1.3 million after six weeks of design upgrades.
- Using an improved proposal (as opposed to a simple Excel spreadsheet), Firefly had a five-minute meeting with an integrator and a homeowner/client that closed the sale and increased the contract by $40,000.
- 50 percent to 100 percent increases in profit margin on design, engineering and documentation fees.
More than Just a Design Firm
While there are a number of design firms out there helping integrators with jobs, Firefly hopes to go a step further by helping integrators increase profitability.
"We offer a lifecycle approach to process. We're not looking to be just a design firm," Callis explains.
"We partner with dealers on a 12-month basis and work with them throughout the entire sales process. We believe with more documentation up front, the integrator can close more sales and become more profitable," he says.
"We help with the proposal, offer drawing sets with device locations, motorized window shade designs … basically, whatever it takes to complete the job."
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