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By identifying the SWOT factors, the team can identify the next comprehensive review and revision is conducted.
internal and external influences on the firm. In order to When the firm is confronted with a big decision, it is helpful
address each, the team brainstorms goals, objectives, and to consider that issue in the context of the plan’s goals and ask,
major action items to be taken to achieve the desires and “how will doing this help us meet the goals in our strategic
intentions of the firm. For a surveying firm, these include plan?” While the answer may be that it’s not consistent with
revenue and finances; new markets; training, workforce and the plan, at a minimum it helps the firm’s leaders take a step
human resources; equipment; and other factors that affect back from day-to-day activities and consider the question
sustainability and growth. from a longer term, strategic perspective.

Once completed, a strategic plan should be accompanied by John Palatiello is Executive Director of the Maryland Society of Surveyors
(MSS) and Virginia Association of Surveyors (VAS), and Vice President Miller/
an implementation plan. That document should include the Wenhold Capitol Strategies, a public affairs consulting firm based in Fairfax,
assignment of responsibilities for each item in the plan, as VA, providing government relations, public relations, association management,
strategic planning, event planning, and management and marketing consulting
well as identification of when each item can reasonably be services to private firms, associations, and government agencies. He is also
implemented, either through the establishment of a deadline national government affairs consultant to the National Society of Professional
Surveyors (NSPS). He has more with 30 years of experience working in the
or ranking each as having a short, mid, or long-term timeline architecture and engineering; geospatial, mapping and GIS; information
for accomplishment. technology; construction; transportation and infrastructure, and land use
sectors. This article is an edited version of what first appeared in the MSS and
A strategic plan is not etched in stone. Things happen that will VAS newsletters.
upset the apple cart. The current pandemic is a vivid example. Reprinted from amerisurv.com online, 4/18/2021.
Additionally, it should never be a one-and-done document.
Rather, periodic reviews of the adopted plan in staff meetings
can serve as a reminder of long-term goals, as well as to
benchmark progress, and to make minor adjustments until

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A C er t i f i ed Sm a l l Bu s i n es s En t er p r i s e

EMPIRE STATE SURVEYOR / VOL. 57 • NO 4/ 2021 • JULY/AUGUST 23