Autodesk ® Infrastructure Design Suite 2012 Objection Handling Objection Answer Support Points “I mostly use AutoCAD. Why would I want to pay extra for the other applications that I might only use occasionally?” The value of Infrastructure Design Suite is that it offers both a cost savings when you use more than one Autodesk solution and a workflow advantage for your business. Using AutoCAD Civil 3D with Autodesk 3ds Max Design you can create photorealistic rendering and animation to tell the story behind designs. Dynamically link to Civil data, validate designs, and communicate project intent. Visualization: Improve design collaboration and input earlier in the process. • Create multiple design scenarios and communicate through • visualization with “push-button” speed. Improve coordination on projects involving cross-functional • teams. Improve understanding of the design when visualizing the • design’s real-world conditions. Gain public and government approval for projects easier with • 3D visualizations. “AutoCAD-based solutions have been our firm’s design tool of choice.” Gain better, faster and more intelligent designs when you enable a BIM workflow for infrastructure design. Integrate AutoCAD Civil 3D data with other models for project navigation, construction simulation, and scheduling. With Autodesk Navisworks Simulate, integrate data with models from other sources to improve multi-disciplinary coordination and perform real-time navigation and project review to make better decisions. Design: Dynamic model-based design and real-time project navigation. • Changes made in one area of the design are reflected • throughout the entire model. Design and analysis in a single environment, allowing more • flexibility. Design and drafting are synchronized so annotations and • labels are automatically updated when related design elements change. Coordination: With Autodesk Navisworks, you can improve coordination with • cross-functional teams to help reduce errors and omissions and minimize the risk of change orders during construction. Gain better understanding of the multiple disciplines and • potential problems that may exist in designs. Help minimize change orders once you move to construction. • t Design and Creation Suites Common Objection Handlings Objection Handling
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Autodesk® infrastructure Design Suite 2012
Objection Handling
objection Answer Support Points
“I mostly use AutoCAD. Why would I want to pay extra for the other applications that I might only use occasionally?”
The value of Infrastructure Design Suite is that it offers both a cost savings when you use more than one Autodesk solution and a workflow advantage for your business. Using AutoCAD Civil 3D with Autodesk 3ds Max Design you can create photorealistic rendering and animation to tell the story behind designs. Dynamically link to Civil data, validate designs, and communicate project intent.
Visualization:
Improve design collaboration and input earlier in the process.•Create multiple design scenarios and communicate through •visualization with “push-button” speed.Improve coordination on projects involving cross-functional •teams.Improve understanding of the design when visualizing the •design’s real-world conditions.Gain public and government approval for projects easier with •3D visualizations.
“AutoCAD-based solutions have been our firm’s design tool of choice.”
Gain better, faster and more intelligent designs when you enable a BIM workflow for infrastructure design.
Integrate AutoCAD Civil 3D data with other models for project navigation, construction simulation, and scheduling.
With Autodesk Navisworks Simulate, integrate data with models from other sources to improve multi-disciplinary coordination and perform real-time navigation and project review to make better decisions.
Design:
Dynamic model-based design and real-time project navigation.•Changes made in one area of the design are reflected •throughout the entire model. Design and analysis in a single environment, allowing more •flexibility.Design and drafting are synchronized so annotations and •labels are automatically updated when related design elements change.
Coordination:
With Autodesk Navisworks, you can improve coordination with •cross-functional teams to help reduce errors and omissions and minimize the risk of change orders during construction. Gain better understanding of the multiple disciplines and •potential problems that may exist in designs.Help minimize change orders once you move to construction.•
t Design and Creation Suites Common objection Handlings
objection Handling
Autodesk® Plant Design Suite 2011
What is Autodesk Plant Design Suite?
Autodesk® Plant Design Suite provides comprehensive plant design, modeling, and review software in a convenient, cost-effective package. Building on the power and familiarity of AutoCAD and Autodesk Navisworks, the software suite adds plant-specific content and features to drive greater productivity and better project coordination.
Autodesk Plant Design Suite 2011 Premium Advanced
Products included AutoCAD® 2011AutoCAD® P&ID 2011AutoCAD® Plant 3D 2011Autodesk® Navisworks® Simulate 2011
AutoCAD® 2011AutoCAD® P&ID 2011AutoCAD® Plant 3D 2011Autodesk® navisworks® manage 2011
key Benefits Create and modify P&IDs faster and more •accurately.Manage drawings and generate reports more •efficiently.Design plants on schedule and on budget with •modern 3D model-based design.Aggregate project-wide models from multiple •disciplines.Generate orthographic and isometrics •automatically.
Find clashes and errors before construction.•
Target Customers Plant designers and engineers, CAD and project managers
Plant designers and engineers, CAD and project managers
WHAT iS AuToDeSk PLAnT DeSign SuiTe?
Autodesk® Plant Design Suite 2011
Migrate Autocad Customers To Plant Design Suite
The Play:
migrate AutoCAD customers in the plant industry to Autodesk Plant Design Suite Premium
Explain how existing AutoCAD experts and resources can be utilized for greater productivity with tools made specifically for plant design.
Target customers doing basic piping and instrumentation diagram (P&ID) work with AutoCAD and highlight the many features in the suite that are built for creating, editing, and managing P&IDs.
Demonstrate how AutoCAD P&ID can share underlying data with 3D models created in AutoCAD Plant 3D. Then show how orthographic and isometric drawings can be easily generated from the 3D model.
Compare the streamlined and automated features in the Autodesk Plant Design Suite to the manual steps required with just AutoCAD.
migrATe AuToCAD CuSTomerS To AuToDeSk PLAnT DeSign SuiTe
Why Autodesk Plant Design Suite?
Autodesk Plant Design Suite builds on the power and familiarity of AutoCAD and Autodesk Navisworks, two of the most widely used software applications in the industry.
Autodesk Plant Design Suites meet the needs of both end users and decision makers.
End users will realize great advantages with an •integrated plant design solution. They will find themselves using their existing knowledge and skills and benefit from the ease of familiar AutoCAD-based software. Decision makers will find value in this cost-effective •solution with easy licensing, deployment, and maintenance. The suite will drive greater utilization of existing resources, as AutoCAD expertise and familiarity is common in their organizations.
Industry trends continue to ripen the opportunity for Plant Design Suite:
Fast-track projects are now the norm. The most •common projects today are retrofits, upgrades, and expansions that run on tight schedules and fixed shutdown windows. Project teams can’t afford to waste time with complicated solutions. They must get running quickly, and finish faster.Budgets are tight. Engineering firms that execute •plant projects can’t afford the overhead of complicated solutions or the specialized investment in resources required with competitive solutions.AutoCAD-trained professionals are ready. With no •time to train and projects that need to start quickly, software tools can’t be the bottleneck. Design information and work product must easily be shared, with processes that minimize errors and rework.
Autodesk® Plant Design Suite 2011
The Playing Field
Target Customers:
Designers and engineers in the plant industry who currently use AutoCAD
AutoCAD is one of the most widely used software applications in the process plant industry today, with over a million seats. Smaller engineering, procurement, and construction companies working on smaller projects tend to use AutoCAD as their primary plant design tool.
Traditionally, AutoCAD has been used for basic drafting, layouts, plot plans, documentation, and P&ID work, while competitors like Intergraph® CADWorx® (formerly COADE CADWorx) and Bentley® AutoPLANT® built their solutions and 3D modeling capabilities on top of it. These competitors’ 3D solutions have been inaccessible because of the total cost of ownership and the specialized skills required to use and administer them.
As a result, customers have been forced to choose between AutoCAD or complex and expensive 3D solutions.
The plant industry anticipates the ongoing move to 3D to continue. In Autodesk Plant Design solutions, we are offering accessible, intelligent model-based design that leverages the investments that have already been made in AutoCAD.
The Playing field
Autodesk® Plant Design Suite 2011
Business Challenges
AutoCAD has been a useful and practical foundation for the plant industry. Trends are causing the market to demand more from AutoCAD. Customers are looking for industry-specific technical capabilities and content required for maximum productivity to overcome current pain points, which include:
inconsistencies: Drawings are independent of one another and can be edited separately. Changes in one drawing have to be checked with other drawings manually to make sure that the same modifications are made on all related drawings. The manual checking required is prone to errors.
Design inefficiencies: Changes and edits are constant, with many design steps being repeated over and over. There is a need for features that automate and streamline work and that are specific to plant design, but they don’t exist.
flat drawings: 3D modeling is difficult and project visualization and review are nearly impossible—they are typically done through individual imagination.
no reporting: There is no ability to generate a variety of common project reports like instrument lists, line lists, equipment lists, and valve lists.
Business Challenges
Autodesk® Plant Design Suite 2011
Value Proposition
Highlight the following value propositions in your discussions with customers:
Autodesk Plant Design Suite offers a better AutoCAD for plant design. The suite provides •features and content designed specifically for plant design work.Experience a smooth, low-risk transition from AutoCAD to the implementation of 3D work •processes. For the many industry professionals familiar with AutoCAD, the suite requires minimal training with little time to productivity. Existing AutoCAD experts and resources will realize greater utilization and productivity rates as •well as data consistency.Autodesk Navisworks enables seamless design review, visualization, and clash detection.•
Value Proposition
Aerial view of a process plant, with DWG™ underlay and photorealistic views. AutoCAD® P&ID, Autodesk® Navisworks®, and Autodesk® 3ds Max® software products were used in the design process.
Autodesk® Plant Design Suite 2011
Objection Handling
objection Answer Support Points
“We will only use AutoCAD.” This is AutoCAD, but with additional, purpose-built plant design tools, content, and features to help drive greater productivity.
AutoCAD P&ID and AutoCAD Plant 3D are built •on AutoCAD.Plant designers and engineers can be up and •running with the plant software with minimal training.Autodesk Plant Design Suite can help people •with existing AutoCAD expertise do more in less time.
“We don’t need all this software.”
The value of Plant Design Suite is that it offers cost savings when you use more than one Autodesk solution and a workflow advantage for your business. Buying a suite instead of separate products makes it easier to respond to changing business requirements.
With AutoCAD P&ID for example, productivity •studies have shown a 42 percent increase in productivity.*P&IDs and 3D models share a single integrated •project, making for accurate data exchange, resulting in better consistency and fewer errors.
*Results based on Autodesk 2008 sponsored productivity study: www.autodesk.com/pid/productivity_study.pdf
t Design and Creation Suites Common objection Handlings
objection Handling
Autodesk® Plant Design Suite 2011
Plant Design Suite For Bentley and Coade Customers Replacement Play
The Play:
replace Bentley AutoPLAnT and intergraph CADWorx with Autodesk Plant Design Suite
Sell Autodesk Plant Design Suite Premium to customers using competitive AutoCAD-based solutions including Bentley AutoPLANT and Intergraph CADWorx (formerly COADE CADWorx).
Explain how existing AutoCAD experts and resources can be better utilized using the latest portfolio of products and technology from Autodesk.
Target customers who are frustrated and uncertain about the future of AutoPLANT and CADWorx. Point out that the last release of AutoPLANT was over two years ago with no follow-up service pack releases. Demonstrate how specs and catalogues for AutoPLANT and CADWorx can be converted to Autodesk Plant Design Suite.
Emphasize that minimal training is required of existing AutoCAD experts when learning AutoCAD Plant 3D, while the training time for AutoPLANT averages almost five months.*
*Daratech 2D vs. 3D Study, May 2008, http://www.daratech.com/research/studies/Daratech_2D_vs_3D_Study_Summary.pdf
PLAnT DeSign SuiTe for BenTLeY AnD CoADe CuSTomerS rePLACemenT PLAY
Autodesk® Plant Design Suite 2011
The Playing Field
Target Customer:
Customers using AutoCAD-based solutions from competitors
Bentley AutoPLANT and COADE CADWorx (recently acquired by Intergraph) are the primary competitive AutoCAD-based solutions for plant design. These solutions require a license of AutoCAD.
COADE CADWorx was recently acquired by Intergraph®, which was in turn acquired by Hexagon. It is unclear if Hexagon will support CADWorx with three different plant design offerings: CADWorx, PDS, and SmartPLANT.
AutoPLANT was acquired through the acquisition of Rebis by Bentley. The expectation now is that Bentley is trying to move AutoPLANT customers to Bentley OpenPLANT to force them off the AutoCAD platform and onto the Bentley MicroStation platform. Bentley is positioning itself around ISO15926 compliance and sees the high end of the market as its growth opportunity.
The Playing field
Autodesk® Plant Design Suite 2011
Business Challenges
In addition to their investment in AutoCAD, Bentley and COADE customers must make additional investments in AutoPLANT and CADWorx software. Among the complaints that we have heard from these customers are:
Lack of support and innovation•Overall customer satisfaction with support is low and product innovation is minimal. »Bentley benefits financially from these customer frustrations through professional services engagements.
Uncertainty in software investment•Investment in specialized training and resources is required with AutoPLANT and CADWorx. »
System complexity and overhead•Both CADWorx and AutoPLANT are database-driven systems requiring professional services »for implementation and ongoing database administration.
Business Challenges
Autodesk® Plant Design Suite 2011
Value Proposition
Highlight the following value propositions in your discussions with customers:
Autodesk has a successful history with AutoCAD (25 years+). As one of the most widely used •software applications in the industry, AutoCAD’s future is solid and the roadmap is promising. Autodesk is committed to supporting and building a community of users and partners.AutoPLANT and CADWorx customers have already purchased AutoCAD licenses, so their move •to Plant Design Suite requires minimal incremental investment. In addition, existing AutoCAD experts and resources can be utilized. For the many industry professionals familiar with AutoCAD, the suite requires minimal training •with little time-to-productivity. This compares with Bentley’s reported training time of 140 days in a recent Daratech* study.Autodesk Plant Design Suite builds on the proven benefits of AutoCAD technology and •continued innovation from Autodesk.
*Daratech 2D vs. 3D Study, May 2008, http://www.daratech.com/research/studies/Daratech_2D_vs_3D_Study_Summary.pdf
Value Proposition
Autodesk® Plant Design Suite 2011
Objection Handling
objection Answer Support Points
“We use Bentley AutoPLANT or Intergraph CADWorx.”
Both are built on AutoCAD and require you to buy AutoCAD. If you are already investing in AutoCAD, and already have expertise and resources, the Autodesk Plant Design Suite will help drive greater returns on that investment.
Your AutoCAD resources will do better with AutoCAD-based solutions from Autodesk rather than being transitioned to MicroStation or PDS.
“We invested in AutoPLANT/CADWorx specs and catalogues.”
We have built tools to convert your data directly into AutoCAD Plant 3D.
AutoCAD Plant 3D includes AutoPLANT and CADWorx spec conversion tools.
“Autodesk is late to the market and they may not be committed.”
Autodesk/AutoCAD has been proven in the market for over 25 years and is widely used in the industry today. In 2006, the Plant team was formed with the singular goal of bringing plant design products to market and bringing to bear the full value of the Autodesk portfolio. In 2007, we launched AutoCAD P&ID with high ratings. In 2008, we acquired Navisworks, which supports all major plant design packages.
In 2009, Autodesk launched AutoCAD Plant 3D, winning the Product of the Year Award from Plant Engineering. In 2010, we brought together these core plant applications in Autodesk Plant Design Suite. This year, our second release of Plant Design Suite will be available worldwide in five languages, 12 countries, and over 75 resellers. In short, Autodesk is committed to being the very best AutoCAD-based plant design system on the market. The future is promising.
t Design and Creation Suites Common objection Handlingsobjection Handling
Autodesk® Plant Design Suite 2011
Plant Design Suite for AVEVA and Integraph Customers Infill Play The Play:
infill AVeVA and intergraph solutions with Autodesk Plant Design Suite
Position and sell Autodesk Plant Design Suite Premium edition as a complement to the high-end, enterprise-level plant solutions from AVEVA and Intergraph.
Explain how Autodesk Plant Design Suite can co-exist with AVEVA PDMS and Intergraph PDS® or Intergraph SmartPLANT®. Show how data may optionally be ported into a SQL server, which can integrate with their systems.
Target customers who are pressured by budgets and fast-track projects, or are finding it difficult to staff their projects with specially trained PDMS, PDS, or SmartPLANT experts, or are unable to invest in training.
Show how Autodesk Plant Design Suite can be used on subcontracted or sub-segments of large projects, and how Navisworks can perform whole-project model aggregation, review, and clash detection across an entire project.
Compare how minimal training is required of existing AutoCAD experts when learning AutoCAD Plant 3D, while the training time for AutoPLANT averages almost five months.*
Demonstrate how Autodesk Plant Design Suite is based on modern, accessible, and affordable technology with minimal time to productivity.
*Results based on Autodesk 2008 sponsored productivity study: www.autodesk.com/pid/productivity_study.pdf
PLAnT DeSign SuiTe for AVeVA AnD inTegrAPH CuSTomerS infiLL PLAY
Autodesk® Plant Design Suite 2011
The Playing Field
Target Customers:
Customers using enterprise-level plant design solutions
Autodesk is a complementary solution provider that can co-exist with current AVEVA PDMS and Intergraph PDS and SmartPLANT at this end of the playing field. AVEVA PDMS and Intergraph PDS/SmartPLANT own the high end of the market with proprietary, enterprise-level solutions that are sold directly. They see Bentley as a real threat (with OpenPLANT, ProjectWise, and LifeCycle Server), but do not perceive Autodesk as direct competition.
These providers advocate Plant Lifecycle Management (PLM), a costly, enterprise-wide approach requiring services, servers, and database management systems. The general approach is to aggregate all plant-related engineering information in a centralized database, so that it can be managed and controlled.
AVEVA PDMS and Integraph PDS/SmartPLANT target large mega-projects that are sizable enough to afford the complexity, overhead, and cost of their solutions. Like AutoCAD customers, AVEVA and Intergraph customers are loyal. According to a Daratech study*, it takes over half a year (185 days) on average to become proficient using these systems.
*Daratech 2D vs. 3D Study, May 2008, http://www.daratech.com/research/studies/Daratech_2D_vs_3D_Study_Summary.pdf
The Playing field
Autodesk® Plant Design Suite 2011
Business Challenges
AVEVA PDMS and Intergraph PDS/SmartPLANT require heavyweight investments. Customer pain points include:
High total cost of ownership: Investments include licensing, hardware, installation, maintenance, administration, and professional services. Only the largest engineering, procurement and construction firms can justify the expected total costs, while owner-operators can’t even justify the ROI.
Specialized skills and resourcing: Professionals with AVEVA and Intergraph expertise are not easy to find and many of them are retiring. Training takes half a year. Any investment in training is risky because other engineering firms will hire them away once they are trained.
Business Challenges
Autodesk® Plant Design Suite 2011
Value Proposition
Complementary solution for smaller projects and project reviews:
Autodesk Plant Design Suite can co-exist with the high-end enterprise solutions. Smaller •projects, such as proposals, fit better with the suite and can help win additional business. Navisworks is an excellent tool for whole-project review, with the ability to aggregate models from over 40+ file formats.
Right-sized solution for everyday projects:
An accessible and affordable plant solution with minimal time to productivity helps to meet the •requirements for two-thirds of projects that are modifications to existing plants.
People-ready for minimal training and quick startup:
AutoCAD experts and resources are widespread throughout the plant industry so project •staffing and coordination of design and engineering work are streamlined.
Value Proposition
Autodesk® Plant Design Suite 2011
Objection Handling
objection Answer Support Points
“We use AVEVA or Intergraph software.”
Autodesk Plant Design Suite can co-exist with AVEVA and Intergraph.
Use Autodesk Plant Design Suite to handle the smaller sub-projects, enable subcontractors to work on project sections, and perform whole-project model aggregation, review, and clash detection across the entire project.
“There is no database.” Costly server-based systems and database administration are not required. Data from AutoCAD Plant 3D is held in the drawing files and there is also an underlying data cache, which allows similar data access as database-centric environments.
The data may optionally be ported into a SQL server, which can integrate with AVEVA and Intergraph. This provides for both the portability of documents and the power of a database.
“It’s unproven in production use.” Autodesk Plant Design Suite is based on modern AutoCAD technology that has been proven over 25 years. The newer capabilities that are purpose-built for plant design and engineering are now being rolled out worldwide.
You can find an entire community of customers sharing their experiences, success stories, testimonials, and tips on AutoCAD Plant Exchange at www.autodesk.com/plantexchange.
t Design and Creation Suites Common objection Handlings
objection Handling
Autodesk® entertainment Creation Suite 2012
What is the Autodesk Entertainment Creation Suite?
Autodesk® entertainment Creation Suites enable you to deliver exceptional value to artists and production facilities working in games, film, and television with a powerful range of creative toolsets.
For business owners, artists and technical directors, the Autodesk Entertainment Creation Suites can provide a significant value-add. Show your customers how they can use the power of the suites to create modern, flexible pipelines that support today’s projects and scale for tomorrow’s opportunities.
Autodesk entertainment Creation Suite 2012 Standard Premium
Products included Autodesk® Maya® 2012 or Autodesk® 3ds Max® 2012Autodesk® MotionBuilder® 2012Autodesk® Mudbox™ 2012Turtle for Autodesk® Maya® plug-in
Autodesk® Maya® 2012 or Autodesk® 3ds Max® 2012Autodesk® MotionBuilder® 2012Autodesk® Mudbox™ 2012Turtle for Autodesk® Maya® plug-inAutodesk® Softimage® 2012
key Benefits Produce better entertainment content in less •time.Create highly detailed models with best-in-•class texture painting and sculpting tools.Increase animation output through use of a •real-time, interactive 3D engine and advanced character animation toolset.
Create sophisticated assets and effects more •efficiently.Experience all the benefits of the Standard •version in addition to new functionality offered with the Premium edition.
Target Customers For artists and animators who want specialized tools for entertainment creation.
For artists and animators who want specialized tools for entertainment creation.
WHAT iS AuToDeSk enTerTAinmenT CreATion SuiTe?
Autodesk® entertainment Creation Suite 2012
Task Coverage Diagram
Autodesk® entertainment Creation Suite 2012
Targeting the Business Owner Play
The Play:
Sell Autodesk entertainment Creation Suite to owners of small and medium-sized businesses
Show owners of small to medium-sized businesses how they can increase their artists’ creative capabilities to create higher-quality content in less time, and how they can gain the flexibility to extend the range of projects they can take on. With the specialized toolsets in the Autodesk Entertainment Creation Suites, customers can equip themselves to compete more effectively.
TArgeTing THe BuSineSS oWner PLAY
The suite components
maya is an award-winning toolset for 3D modeling, animation, effects, rendering, and compositing on a highly extensible production platform.
3ds max is an award-winning 3D modeling, animation, effects, rendering, and compositing solution with accessible tools that enable artists to quickly ramp up for production.
Softimage is a high-performance 3D application that enables artists to use intuitive, non-destructive workflows to create highly sophisticated effects and realistic facial animation.
motionBuilder features a real-time 3D engine and productivity-geared workflows ideally suited to high-volume character animation, previsualization, and virtual moviemaking.
mudbox is a premier solution for digital sculpting and 3D texture painting that enables artists to create highly detailed 3D models required in today’s games and film productions.
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