AIA Small Firm Exchange

13/03/2026

Ummm… Yes!

Juicy smoked ribeye with roasted carrots, asparagus and buttery Yukon gold mashed potatoes 🤤 my favorite meal

28/02/2026

🎙️ New Practice Disrupted Episode – A Small Firm Perspective

I recently had the opportunity to join Practice Disrupted to talk about something we don’t discuss enough in our profession:

How strong business systems protect small firm profitability — and leadership sanity.

As small firm practitioners, we often wear every hat:
Designer. Project Manager. HR. CFO. Therapist. Negotiator.

But what if the path forward isn’t working harder —
it’s building better systems?

In this episode, we discuss:

• Why small firms must treat architecture as a business first
• How to structure tiered services to manage client expectations
• Charging for consultations and protecting intellectual value
• Building SOPs and internal training libraries that allow autonomy
• Creating boundaries that sustain long-term leadership

One idea that resonated deeply:

Every line we draw has value. If we don’t protect it, no one else will.

Small firms are not “less than.”
We are often the most agile, the most entrepreneurial, and the closest to our communities.

But agility without structure leads to burnout.
Systems create freedom.

As we continue conversations within the Small Firm Exchange around Competency of Practice, financial resilience, and relevance, I hope this episode sparks reflection:

👉 What systems are protecting your firm?
👉 Where are you still operating on personality instead of process?
👉 How are you training the next generation inside your office?

Would love to continue this dialogue within SFx.

🎧 Watch here: https://youtu.be/UkGotMDJIhM?si=CDiqZOwTCxUbuF0G

EntrepreneurialArchitect

21/02/2026

Grateful to be at the AIA Leadership Summit representing small firms across the country as 2026 Chair of the Small Firm Exchange (SFx).

Small firms are not small in impact. We shape communities, drive innovation, and carry the future of the profession.

Honored to advocate for relevance, competency of practice, and real support for architects doing the work every day.

The work continues.

31/05/2025

Wonder where you may find some of the SFx Board Members and State Representatives? Well many of us are planning on going to these events and if you want to connect you probably should too! See you this week!

20/11/2024

Look who are presenting and representing SFx! .architect

10/05/2024

Building a Successful Small Firm_ My Transition from Corporate to Nonprofit

10/05/2024

Architects' All-Star Game_ AIA Conference - Seeing the Future!

Dana Ellis, AIA SFx Chair 2024 & Darguin Fortuna, AIA SFx Board Member and Outreach Director discuss several aspects of running and practice and the early days as well as the meaning of the AIA Conferences for them.

08/05/2024

Closing the Gap_ Affordable Architecture for All

22/03/2024

"No Free Services: Interview Series focused SFx's 2024 Topic PRACTICE"
Description: "Join SFx Board Member and Outreach Director, Darguin Fortuna, as we uncover the focal point for 2024. Discover the significance of professional integrity and journey alongside Bart Shaw, Fellow AIA Board Member, in his firm's inception. Stay engaged for an enriching discourse on expertise and innovation! "

15/03/2024

What's our 2024 Topic at SFx?
PRACTICE!!!! You got it.

Today we interviewed Fellow AIA Board Member within the SFx, Bart Shaw. We spoke about his journey opening a firm and the reasons for the same. His why. Here is a small part of the full interview coming soon! Stay tuned for more!

07/03/2024

SFx Presents Leveraging Media for Success for Small Firms

Date: Mar 20, 2024
Time: 07:00 PM
Description: 1 LU

Unlock the potential of your small firm with AIA NJ Small Firm Exchange on March 20, 2024! Join Architects Jeremiah Russell and Darguin Fortuna to explore "Leveraging Media for Small Firm Success." Learn strategic insights on media marketing, tools like iPhone, YouTube, Canva, and more. Gain the edge in community involvement, niche expertise, and client acquisition. Discover how to maximize exposure efficiently and sustain momentum without breaking the bank. Don't miss out – elevate your firm's success!

Learning Objective 1:
Using media to market/advertise small firms - description of all the options available - 50,000’ view. Why are we here? What do we want to get out of this profession?

Learning Objective 2:
What are the facets of media marketing? Community involvement, expert in field (niche), direct marketing to gain new clients, others?

Learning Objective 3:
What are the tools available? iPhone, YouTube, other digital advertising sources? Canva, AI, twitter, IG, FB, YT, Adobe, TikTok, etc

Learning Objective 4:
How do you maximize exposure with the least amount of effort? How to sustain the momentum over time without spending all your profits on marketing?

https://ow.ly/xk0o50QI0OT

06/03/2024

Introducing the 2024 State Reps!

Name: Jason Myering
Location: Illinois
I joined to stay connected to my fellow small firms in Chicago and Illinois. I am excited to learn about ways to help my small firm grow out of a sole proprietor.