Business Development and Strategy

About

Str

SEED

PPLE

tegy

defines your vision

and sharpens your skills

to win the success you want.

We focus on companies and nonprofit organizations working with the built

environment: design, construction, land use, sustainability, and development.

ethods

Using “outside-in” approach, we tailor your strategy, structure, messaging, and outreach to attract the clientele you seek.

This is coupled with an “inside out” process that builds a strong foundation across your organization and achieves your vision and goals.

Methods

Results

We provide the experience to identify and validate the clients you want and roll out effective programs that develop the know-how and resources to achieve your objectives.

esults

More work in your focus areas

Better financial returns

A stronger brand that will carry you through good and lean times

Services

ervices

Strategic Advisory and Planning
Workshops and Retreats

Marketing

Integrated Planning
Market Research
Messaging

Business Development

Outreach and Pursuit Strategies
Team Development

Direction

Kacey Clagett

Kacey Clagett founded Appleseed Strategy to help firms achieve their vision through research, strategic planning, messaging and coaching.

LinkedIn Kacey

Disrupt Magazine Profile

Tiany Galaskas

Tiany Galaskas advances the strategic objectives of our clients through business consulting, leadership-building, market research, and business development acumen.

LinkedIn Tiany

Kia Clay

Kia Clay provides our clients with market intelligence. She keeps us abreast of what public sector clients are looking for.

LinkedIn Kia

Leslie Henslee

Leslie Henslee excels at visual thinking and has a deep understanding of the issues faced by design professionals in marketing and business development.

LinkedIn Leslie

Team

News

"Taking the Long View" published in Structure Magazine

Kacey Clagett's and Tiany Galaskas's latest article, "Taking the Long View", has been published in Structure Magazine 's April 2025. We...

Kacey Clagett profiled in March 2025 Disrupt Magazine

Sara Kolata's article, " Unpacking the Strategic Evolution of Architecture: A Deep Dive with Kacey Clagett", covers Kacey's approach and...

Our First Women Who Exit Roundtable Held in New York!

Kacey Clagett of Appleseed Strategy and Melissa Marsh, founder and CEO of Plastarc held the first roundtable for their Women Who Exit...

Business Planning for 2023 published in Structure Magazine

Tiany Galaskas and Kacey Clagett address the economic trends that could affect engineering companies in 2023 and how to position for...

"Positioning for Continued Success" published in STRUCTURE Magazine

Our observations and recommendations for making the most of market conditions were featured in the January 2022 issue of STRUCTURE...

2021 Financial & Economic Survey Published in Archinect

In publishing our second annual survey of A/E/C firms, Archinect highlighted our recommendations for navigating the continuing effects of...

Our 2021 Financial & Economic Survey is out!

This year's survey features in-depth interviews with a cross-section of A/E/C leaders offering frank perspectives on the current economy,...

Kacey Clagett guest critic for California College of the Arts Professional Practice Class

Kacey visited the class in March and May 2021 to discuss the dynamics of brand and messaging in winning work. https://www.linkedin.com/po...

Our perspectives on higher education construction featured in Tradeline

Demographics, market demand and fallout from the Covid pandemic influence future construction. https://www.tradelineinc.com/reports/2021-...

Bisnow article shares our opinions on future of modular construction

In “Developers Still Reluctant To Go Whole-Hog With Modular Construction", we argue that perceived savings in time will drive acceptance,...

Recognition

2025

Structure Magazine, "Taking the Long View", April 2025 article by Kacey Clagett and Tiany Galaskas

Disrupt Magazine, "Unpacking the Strategic Evolution of Architecture: A Deep Dive with Kacey Clagett," posted March 2025, online article by Sara Kolata

2024

California College of the Arts

Guest Critic, Graduate Architecture Professional Practice Studio

2023

Structure Magazine, "Business Planning for 2023", January 2023 article by Kacey Clagett and Tiany Galaskas

2022

Structure Magazine, "Positioning for Continued Success", January 2022 article by Kacey Clagett and Tiany Galaskas

2021

Archinect, "New survey reveals the pandemic's mixed impact on AEC firms," featured in December 27, 2021 article by Nathaniel Bahadursingh

California College of the Arts

Guest Critic, Graduate Architecture Professional Practice Studio

Tradeline Reports, "University Facilities Planners Prioritize New Construction and Renovations," quoted in April 28, 2021 online article by Lisa Wesel

Bisnow, “Developers Still Reluctant To Go Whole-Hog With Modular Construction,” quoted in April 1, 2021 online article by Dees Stribling

2020

"Market Trends — Succeeding into 2022," November 2020

"The Value of Visual Storytelling," AIA South Atlantic ASPIRE Conference

Speaker with Tim Griffith and Anne Edgar

Fast Company, "COVID-19 is crushing the architecture industry—but not in the ways you’d expect," June 2020 Financial and Economic Findings quoted in Nate Berg's article in August 14, 2020 online edition

Landscape Architecture Magazine, Quoted in Katherine Logan's article"Straws in the Wind," July 2020

Office Insight, "Pandemic Survey of AEC Firms Reveals Mixed Impact (Appleseed Strategy)," May 16, 2020

ULI 2020 Resiliency Summit
Member, Working Group

Contemporary Museum Architecture and Design: Theory and Practice of Place
Co-Author, “Triple Bottom Line Sustainable Design: Scottsdale’s Museum of the West in Arizona, US”

2019

California College of the Arts

Guest Panelist, Undergraduate Architecture Professional Practice Studio

California Polytechnic University, San Luis Obispo

Guest Panelist, Undergraduate Architecture Externship Program

2018

AIA Montana Annual Fall Conference

Presenter, Interview Skills Workshop

Public Architects Committee Workshop
AIA National Convention

Facilitator, “Public Architects: Driving Innovation in the Industry’s Best Practices”

Business Forum, Structural Engineers Association of Northern California
Speaker, “Focus on the Bottom Line: How to Derive the Greatest Impact for Your Marketing Dollar”

California College of the Arts
Guest Panelist, Graduate Architecture Professional Practice Studio

Learning by Design Magazine
Author, “Not Just Student Housing: The Next Step in Public-Private Partnerships”

2017

Public Architects Committee Workshop
AIA National Convention
Facilitator, “The Public Architect as City Builder”

2016
Oculus Magazine / AIA New York
Co-Author, “Weathering the Storm: How to Keep Your Firm Resilient, Whatever the Economic Forecast”

Public Architects Committee Workshop
AIA National Convention
Facilitator, “Architects, Public Architects and P3 Development: Innovation, Challenges, Lessons Learned

California College of the Arts
Architectural Entrepreneurship Seminar
Guest Critic, Final Projects Review

Society for Marketing Professional Services, San Francisco Bay Area Chapter
Speaker, Business Leaders Roundtable

Idealog