Our free Masterclass Series features experts in their fields sharing insights tailored to architects and engineers. Each session offers practical advice and real-world perspectives to help you strengthen your practice, overcome challenges, and explore new opportunities.
Meet the Experts:
Sam Matheson, CEO at Built Environment Channel
Georgie Deetlefs, Director at MindMoB
Farrah Motely, Director at Prosper Law
George Panos, Principal at George Panos Consulting
Hannah-Jean Cadan, Director at AMC Architecture
Samantha Chestney, Head of People & Culture at Arcadia Landscape Architecture
Sam Matheson, CEO at Built Environment Channel
In this session, Sam Matheson shares practical advice on how architecture and engineering firms can take a smarter approach to business development. He shows how tools like Apollo and Lusha can help you find the right contacts and build your network more efficiently, but also why strategy and oversight matter just as much as technology.
Sam encourages leaders to stay in control of their outreach. Without clear oversight, sales tools can easily be overused, leading to impersonal communication and lost credibility. He explains why it’s worth regularly reviewing your processes, setting boundaries, and making sure every message reflects the professionalism of your firm.
He shows that the most successful business development strategies focus less on sending more emails and more on creating genuine connections that lead to lasting partnerships.
Georgie Deetlefs, Director at MindMoB
In this session, Georgie Deetlefs shares how architecture and engineering firms can approach marketing with more purpose and clarity. She explains that while outside guidance can be valuable, the foundation of any strong brand starts from within. Before bringing in external help, firms should take time to reflect on their identity, goals, and what truly sets them apart.
Georgie shows that marketing works best as a partnership. Firms can handle the early strategy and information gathering themselves, then collaborate with a marketing professional who can bring focus, speed, and expertise to execution. The key is to balance internal insight with external support.
It’s a closer look at how firms can build a brand that feels authentic and confident. Georgie’s approach helps leaders see that with the right guidance, marketing can become a real driver of growth.
Farrah Motely, Director at Prosper Law
In this session, Farrah Motley covers the legal risks that often slip under the radar for architecture and engineering firms. She shares a real-world example that shows how small gaps in communication or record-keeping can quickly escalate into costly disputes, and why clear documentation is one of the most effective forms of protection.
Farrah encourages firms to treat documentation as a habit, not a chore. By building good practices into everyday workflows, teams can reduce risk and respond with confidence when challenges arise.
She reminds firms that the best legal defence often starts long before a contract is signed.
George Panos, Principal at George Panos Consulting
In this session, George Panos shares practical advice on the key financial metrics every architecture and engineering firm should track. He explains why understanding figures like profit margins, labour percentages, and forecasting accuracy is critical for long-term stability and growth.
George also highlights the importance of accuracy, timeliness, efficiency, and effectiveness, which he calls the four pillars of a well-run practice. He shows how focusing on these fundamentals helps leaders make confident decisions and better prepare their firms for the future.
With years of experience advising firms on ownership transitions and financial strategy, George brings valuable perspective on what it takes to run a financially strong and sustainable practice.
Samantha Chestney, Head of People & Culture at Arcadia Landscape Architecture
In this session, Samantha Chestney explores how architecture and engineering firms can strengthen their teams in a time of constant change. She talks about the importance of adaptability, empathy, and human connection as the foundation for resilient, high-performing workplaces.
Samantha encourages leaders to embrace agility and elevate soft skills into true power skills. She shares practical ways to create environments where people can thrive, not just endure, and where empathy becomes a daily practice rather than a buzzword.
Her message is about leading with intention, creating space for reflection, and helping teams grow stronger through change. It’s a people-first approach that helps firms build cultures ready for whatever comes next.
Hannah-Jean Cadan, Director at AMC Architecture
In this session, Hannah-Jean Cadan shares how strong internal systems and thoughtful leadership help architecture and engineering firms grow with clarity and purpose. She talks about the importance of aligning values across the business and creating a culture that supports both people and performance.
Hannah-Jean explains how external insights can inform internal decision-making, helping firms stay in tune with industry trends and client expectations. She highlights how scalable, flexible business models and investment in people lay the foundation for long-term growth and creative freedom.
When purpose, culture, and structure work together, firms are better equipped to adapt, innovate, and build lasting success.
Simplify Product Delivery
Reduce Project Risk
Win the Right Projects
Receive 24/7 Support
Produce Budgets & Quotes
Make budgeting and quoting easier, more accurate, and less stressful.
Manage Projects
Track Time
Track time effortlessly, stay on budget, and improve billing accuracy at every project phase.
Allocate Resources
Easily see who’s working on what, their availability, and how to best balance workloads.
Process Invoices
Get invoices out faster, reduce delays, and keep cash flowing with clear project finances.
Track Finances
Make budgeting and quoting easier, more accurate, and less stressful.
Decide with Data
Make smarter decisions with real-time dashboards and reports.
Forecast Revenue
Gain crystal-clear visibility into your future revenue, project profitability, and resource needs.
Apply Document Control
Centralize your project information for seamless collaboration, better control, and fewer headaches.