BIM: Why Create Content?

Transcription

1 BIM: Why Create Content? Dan Rau Ruskin Company Senior Engineering Manager Tuesday 15 th May 2012

2 Objectives Ruskin Company Overview Review Ruskin s Experience with BIM Content Discuss Alternative Paths Cover Benefits of BIM content Cover Costs of BIM Content

3 I won t eat my BIM $$$$$

4 I love BIM Content!

5 A Better Content Recipe

6 Ruskin Company Extensive Product Catalog Over 300 different Product Models Louvers, Dampers, Fire Dampers, Smoke Dampers, Fire Smoke Dampers

7 Ruskin Company Sunshade, Energy Recovery Ventilators Sound Control Panels, Duct Silencers, Economizers

8 Ruskin Technical Profile Engineering Staff of 60 Approximately 28 draftspersons Remainder programmers, test techs and engineers AutoDesk Products AutoCad, Inventor, Revit Primary Location Kansas City, Missouri, USA

9 Ruskin Technical Profile Engineering Deliverables: Submittal Drawings Architect, General Contractor Fabrication Drawings Manufacturing Bills of Material Manufacturing Research and Development New Products

10 Ruskin Technical Profile

11 Ruskin Company Customers Installing Subcontractors HVAC, Windows, Wall/Panel Systems Manufacturer s Representatives Original Equipment Manufacturers (OEM) HOW MANY OF THESE PARTIES ARE DIRECTLY INVOLVED IN BIM? NONE OF THEM

12 Ruskin and BIM First Revit Exposure in 2007 CAD Dealer 2008 ASHRAE Winter Conference BIM and Code Compliance First Inquiries for Revit Files

13 Self Education Revit Training Local CAD dealer Spring 2008 BIM World Spring of 2008 McGraw Hill Summer of 2008

14 What Did We Learn? Revit contained none of our products Content providers had none of our products Almost all of our products would be needed by BIM modelers Quality and size of content was extremely important We could not get training on creating good content Revit families

15 What Did We Learn? We had no software and no fully trained staff BIM models would be of no internal use to engineering Our direct customers would not benefit from BIM models Models would be a significant expense Our competitors could steal our content with impunity

16 Deciding Factor For all major projects (prospectus-level) receiving design funding in Fiscal Year 2007 and beyond, GSA requires spatial program BIMs be the minimum requirements for submission to OCA for Final Concept approvals by the PBS Commissioner and the Chief Architect. At the same time, all GSA projects are encouraged to deploy mature 3D, 4D, and BIM technologies spatial program validation and beyond at strategic project phases in support of specific project challenges.

17 GSA and OCA GSA General Services Administration Federal Agency that controls all Federal Buildings and Building Leases OCA Office of the Chief Architect Head Architect for the Federal Government In 2010, the government's portfolio of building assets totaled approximately 3.35 billion square feet of space. In all, the government had a total of 889,000 building and structure assets with a total operating cost of $30.8 billion. Source

18 Outsource vs. Ruskin Estimated 2 internal headcount 6-12 months Risk of creating bad content internally Several content providers wanted our products Negotiated discounted rate for outsourced models

19 Final Decision Launched P.O. to BIM World in October, different products to be modeled. Expense between $50k and $100K Dampers modeled for Revit MEP Louvers modeled in Revit Architecture with select models in Revit MEP

20 The Surprise 1 January 2009 AutoDesk acquires BIM World

21 Ruskin BIM Content Today Over 300 Models Available on All content is hosted in AutoDesk Seek New product = New Model = $700 to $1000

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23 Ruskin BIM Content Today Other Platforms Bentley Several damper products CAD Duct Driven by Sales Rep in Chicago selling to a large mechanical contractor

24 Ruskin BIM Content Today All of our competitors have their products modeled and many hosted on Autodesk Seek Autodesk Seek provides monthly view and download data Annual Hosting Fee - Negotiable

25 Ruskin BIM Content Today

26 Ruskin Recap Revit training for two people Modeling Expense 12 months elapsed time w/ 3 month milestones Hosting Expense Create new content for all new products Now have products modeled in several software platforms

27 Why did the competition follow? Architects forced to use BIM by government agencies and owners on large projects General contractors and mechanical contractors are modeling with BIM if architects aren t Architects control specifications General contractors have input on buying decisions

28 Lessons For Manufacturers to Learn Revit Models are a Marketing Expense Decision on how to create content affects expense Decision on how to market content affects expense Decision on which software platforms to support Content is of value to others particularly if your are first to market

29 Does Content Make You Money? Saying YES to customers always makes you money If you re first to create content, you can gain market share Not having content will cost you money once the dam breaks You can use your content as part of your marketing portfolio advertising, exposure, customer experience Bad Content = Bad Exposure Better to have no content than bad content

30 The Test Drive Effect

31 Make Your Content Make v. Buy Can you hire someone with software experience? Have they created content before? Not the same as modeling the building. How complicated is the product? Fixed BOM or configured? Quality of the model tied to size, ease of use. Can you train one of your existing employees? What is in the local trade school s BIM curriculum?

32 Marley s Make Decision Smaller Catalog Fixed BOM Standard Sizes Options Affect Geometry NC8400 complete Internal Labor Cost only Other models unfinished Website Download Only

33 Buy Your Content Make v. Buy Have they created content before? How good is your documentation? Quality of the model tied to size, ease of use. Ask for a sample Volume Discounts 80 / 20 Rule. Model the products that people want.

34 Guidelines for Quality Content Research guidelines for the given software platform Autodesk publishes Revit Model Content Style Guide Naming Conventions, Parameter Usage, Connector Standards

35 How do you distribute content? Pay a hosting service Seek, Sweets, SmartBIM Distribute via your website Direct distribution via CD or Questions Do your customers visit your website? Do you have a limited number of customers? Do you want to reach customers you may not have today? Do you want to track who downloads?

36 How do you distribute content? Your content has value to hosting agencies Hosting agencies without content don t attract customers

37 Pick Your Software Platform(s) Know your consumer what are they using? Know the difference between architectural and mechanical platforms Understand what your customer wants out of the software how does your product schedule? Know what metadata is required what performance affects code compliance?

38 Metadata Basic Manufacturer s Information Performance Data Optional Components Code Compliance Information

39 Ruskin BIM Content The Future is Now The death of 2D submittals? Submitting using your BIM content Active project Advocate Christ Medical Center

40 Advocate Christ Med Center Integrated Team Coordination Specification The primary goals for 3D Coordination on the project include: Reduce field rework and installation issues without impacting the project schedule Provide opportunities to utilize prefabrication techniques to improve safety and quality for the project overall Locate system components such that they can be properly accessed and maintained by facility personnel Provide a complete as-built model for each of the trades outlined in this document Provide a model-based deliverable with object components containing information as described in this document

41 Advocate Christ Med Center Each contractor participating in coordination shall provide a 3D model, including all system components applicable to their scope and as outlined in this document. Each participating contractor will also be required to develop coordination drawings by creating a 3D model of their respective scope of work, based on the design documents.

42 Advocate Christ Medical Center The files submitted to [General Contractor] need to be in a format that can be opened and displayed in Autodesk Navisworks.... archive the coordination progress by posting.nwd files to the Project Collaboration Site for the team to review. These files are viewable with Navisworks Freedom. This application is free to download from the Autodesk website.

43 ACMC Upload Requirements

44 How to accomplish Model in Inventor ShrinkWrap Function Use ADSK Exchange File Simplifies the model, creates connectors, sets orientation Exports a dumb, non-configurable file. Ideal for one time projects

45 Summary Government policies, Architects and General Contractors increasingly demand content Creating BIM Content is a significant expense for manufacturers Make v. Buy, Hosting Method affect cost Manufacturers need to look at BIM Content as a marketing tool Content quality is of extreme importance. Early Signs of a Switch to 3D submittals

46 Questions