Entrepreneurship: An Interview with Floorplay CEO Batya Cohen
This is part of an interview series aiming to spotlight professionals and entrepreneurs in the field of architecture. I am focusing on those working for themselves or in leadership positions in their organizations. Though all the work is impressive, I'm interested in learning how people got to where they are. The decisions they made, the paths they forged, the skills they acquired and maybe the leaps of faith they took in order to get where they are.
Batya Cohen
Age: 28
Hometown: New York, NY
Current Town: New York, NY
School: Pratt Institute of Architecture
Degree: B. Arch
Job Title: Founder/CEO of Floorplay
Employer: Self
First Exam: PcM, August 2021
Last Exam: Still going!
When did you start Floorplay and is it now your full-time job? Was it a side-gig before?
Floorplay began in 2020 as a side-gig. I mainly focused on Architectural odd-jobs, or freelance work. The bulk of our services were test fit plans, marketing plans, surveys, and furniture plans. As we started to gain a client base, they began coming back to us for architectural and interior design work. Now we work on full Architectural and Interior Design projects while still catering to the clientele who seek any of our other services.
Can you talk more about the transition from being employed to being self-employed?
Floorplay began as a side project that I was juggling along with my full time job at an architectural firm in NYC. After about 4-5 months, I felt that my productivity was compromised given the demand of my full time job and the time I was putting into Floorplay. At that point, I decided I wanted to take a risk and jump into Floorplay full time.
I gave my employer a months notice before I left. The decision wasn't too hard to make considering it was mid-Covid and my salary was cut by 20%. I felt I could make more money with Floorplay, at least in the immediate term. Once I had made the decision, transitioning to Floorplay full time was very fulfilling. We were really grassroots and every day was/is another lesson that has helped me and the company grow.
How long did you work at other firms before starting your own?
I began interning 2 summers before I started Pratt, all the way through my college experience. I was hired full time right out of senior year and worked full time for 2 years before I started my own company.
“I definitely still believe I need to get licensed. The idea that I would not need to rely on anyone else is a goal that I would like to get to”
Have you faced challenges in offering architectural services without being licensed?
At first, no. I used it as a way to capitalize on more niche architectural tasks that people would prefer a non licensed architect to do because we were faster and more cost effective.
Overtime, clients came to us for design projects. I wouldn’t say I faced challenges, rather limitations or roadblocks. I am often faced with the question “why would I hire you and then a licensed architect when I can just go straight to a licensed architect” I’ve had to position myself in the industry and figure out what specifically my value is to the client in order to get around that roadblock.
How did you get your first projects at Floorplay?
We did some work for friends and family to get some content up on social media, then we started messaging everyone in our network about our services and people started to reach out to us directly. Thankfully, my husband used to work in real estate and was able to leverage his network to get our name out there. Eventually word go out and we’ve been able to retain a good pool of recurring clients that refer us to others.
How accepting (or not) of receiving your SD work are other architects?
I've had to network and connect with Architects that actually market themselves as AORs as opposed to Architects who want to do it all from SD-CA. I've found that coming to them from the beginning of the project and including them along the way is a productive way of partnering.
This way, it is clear where the different responsibilities land and allows each party to feel informed and part of the process. I think the Design Architect and AOR relationship is very important as I believe there is a growing gap between the skills and interests of a designer and those of a project Architect.
Were you always, and are you still, pursuing licensure?
Yes, I am still pursuing licensure.
Have your views on being licensed changed now that you already operate your own firm? Will becoming licensed change the work you do at Floorplay?
I definitely still believe I need to get licensed. The idea that I would not need to rely on anyone else is a goal that I would like to get to.
Can you tell us about your history (and future) with the ARE?
I have taken every exam at least once and failed at this point! I have only passed Practice Management. My biggest struggle is finding the time to study. My goal is to pass the rest within 2023-2024.
How did you deal with those fails?
The first time I failed, I took it pretty hard. I struggled to get back into studying and felt defeated. However, over some time I gave myself some space and realized that failing that first time meant that the next time I take it won't be as intimidating. Which helps a lot when actually taking the exam, it allows me to be more relaxed.
“I’ve had to position myself in the industry and figure out what specifically my value is to the client…”
What are you reading/watching/listening to?
I like to keep up with a few design newsletters like Surface Magazine, Dezeen, Architect, Cultured, etc.
I just bought the new book on Buckminster Fuller, “Inventor of the Future”, which I am very excited to read.
I’ve also been listening to a great podcast called “6 Figure Creative”, which I have found very helpful in regards to operating a business as a creative.
I watch A LOT of shows. Some of my favorites at the moment are Succession, Shrinking, Ted Lasso and Workin’ Moms.
Thank you, Batya! How can people learn more about you and your practice?
On Instagram! @batyabadiecohen or @floorplay
Another great Begin interview here with Pavan Iyer of eightvillage
