“The solution”: In order to identify an agreed – and workable – solution, an indepth appraisal is conducted of the brief defined by the initial scouting study.

Following on from the initial Scouting Study with the client, stage two of Fusion sets about creating a more detailed feasibility study. This will involve a series of reports – draft, interim and final – and will consider the following more detailed issues associated with potential regeneration:

• Financial – determining levels of investment and potential third-party funding; projections of income and cash flow; handling valuations of assets.
• Legal – legacy liabilities; heads of terms; title arrangements; potential ownership issues; possible contractual concerns; insurance and risk management issues.
• Planning & architectural – considering a master plan for the site; assessing environmental strategy; cross-referring with existing economic development and transport plans; assessing property planning and retention.
• Branding – proposed image and name; brand messages; positioning within the marketplace; visual branding.
• Sales and marketing – reviewing market demand; identifying opportunities and gaps in the market; identifying key competitors; supported by a specific sales and marketing plan.
• Communications – the issues involved in both internal and external PR; community relations and liaison; identifying (and consulting) local stakeholders.
• Human resources – mapping the current skills on site; assessing key local social and employment drivers; identifying opportunities presented by the proposals; assessing the fit with client company’s existing strategies.

These specific issues will be set against an overall background report, setting the context for future action – and prompting an executive summary of future options.

Stage 3

Contact Dr Peter Cook for more information on 01928 513959 or email