research and analysis
market, target audience profiling, potential growth
site analysis
commercial opportunities
financial investment
revenue opportunities

creation of an overall directive
combining all the information, identifying new opportunities, prioritising, making recommendations.
defining capabilities within realistic timeframes and budget, constant value engineering.
identifying the mission.

deliverables
audience experience plan
interpretation plan
architectural interface programme plan
facilities, management and operational plan
media technologies and electronic systems plan
educational programmes plan
implementation schedule and target outcomes for project in stages