ASLA SKILL | ED Firm Leadership Accelerator

The curriculum is practical, nuts‑and‑bolts, and built around the real situations new firm leaders face.  

Across seven months (April 2026 – October 2026), the program follows a logical progression: 

Month 1: The Business Owner Mindset 

• Focus: Being a firm or practice leader owner - What’s the right path for me? 
• Core Topics: Understanding the realities, challenges, and opportunities of firm ownership; identifying your leadership style. 
• Business Plan Step 1 

Month 2: Branding & Marketing 

• Focus: Defining your personal and firm brand to stand out in the marketplace. 
• Core Topics: Clarifying what you are selling and the value you create; crafting a clear business strategy and long-term objectives. 
• Business Plan Step 2 

Month 3: Funding & Financing 

• Focus: The "nuts and bolts" of financial sustainability and firm stability. 
• Core Topics: Financing a startup or stock purchase; understanding business entities, contracts, insurance, and risk management. 
• Business Plan Step 3 

Month 4: Leadership, Delegation, & Growth 

• Focus: Transitioning from "doing the work" to "leading the firm." 
• Core Topics: Moving into a leadership role; delegating effectively and training others to step into your former responsibilities; planning for sustainable growth. 
• Business Plan Step 4

Month 5: Ownership / Start Up 

• Focus: Mastering the day-to-day mechanics of a profitable practice. 
• Core Topics: Pricing, billing, revenue forecasting, and operational budgets; managing day-to-day project delivery and firm operations. 
• Business Plan Step 5 

Month 6: Industry Day 

• Focus: Winning work and launching your vision. 
• Core Topics: Capstone Presentation at the ASLA Conference 
• Business Plan Step 6 

Month 7: Wrap Up 

The Firm Leadership Accelerator is delivered over seven months in an online, biweekly format to support working professionals: 

• 13 total sessions  
  • Session 1: Program kickoff, expectations, and cohort formation 
  • Sessions 2–12: Alternating guest‑speaker seminars and participant presentation/discussion sessions 
  • Session 13: Industry Day, including capstone business plan presentations 

Between sessions, participants: 

• Develop and refine a business plan aligned with the curriculum 
• Complete targeted readings and assignments keyed to each topic 
• Access program leader office hours for one‑on‑one guidance 
• Engage with peers and mentors to test ideas and gather feedback 

Each month, content builds toward a more complete and actionable business plan, moving from vision and positioning through finance, legal structure, operations, and growth strategy. 

Continuing Education

It is intended that this program will have LA CES-approved professional development hours made available for its participants (non-HSW).

Active, Cohort‑Based Learning 

The program emphasizes active learning, not passive listening: 

• Cohort kickoff to build a supportive, career‑long peer network 
• Seminar‑style sessions with expert guest speakers 
• Participant presentations and facilitated discussions 
• Ongoing engagement with fellow participants and mentors 
• Regular one‑on‑one office hours with the program leader 

Learn from Design Firm Business Experts 

The curriculum is developed and facilitated by Appleseed Strategy, a consultancy specializing in business planning for design and construction firms. Participants benefit from: 

• Guest speakers with deep expertise in: 
  • Business management 
  • Legal issues for design firms 
  • Marketing, branding, and positioning 
  • Leadership and firm governance 
• A program leader who connects participant goals directly to their business plans 
• Industry leaders who provide feedback and recommendations on capstone business plans during Industry Day 
  
  

Outcomes and Impact 

By the end of the Firm Leadership Accelerator, participants will: 

• Accelerate their transition into successful firm ownership and leadership 
• Be better equipped to target and win work from clients aligned with their values and goals 
• Contribute to a more diverse, equitable, and economically inclusive landscape architecture profession 

The ASLA SKILL ED Firm Leadership Accelerator is scheduled to launch in April 2026, with the capstone Industry Day held at the ASLA 2026 Conference.

The program is:

• Administered by ASLA, ensuring alignment with the Society’s mission and membership
• Developed and facilitated by Appleseed Strategy, with guest faculty and mentors from across the profession

Key Dates:

• February 23 – Application period opens
• March 12 – Application period closes
• March 16 – Selected applicants notified
• March 23 – Registration payment due