Civil Infrastructure Rail Playbook

Sales Strategies
Rail Solutions
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The Ecosystem Industry Prole Our Solution The Plays Resources Objection Handling Value Prompters Key Industry Terms Glossary
Start >
Introduction
The growth in emerging economies combined with a shift towards
urbanization is putting unrelenting strain on the worlds aging or
inadequate infrastructure. Globally, transportation agencies are
increasingly relying on railways for moving freight and people as
a means to foster economic growth and reduce emissions.
According to Research and Markets 2012 study on the rail market,
the global rail freight industry will reach revenues in excess of $160
billion USD annually, while growing at approximately 2.6% annually.
Passenger rail and transit ridership are on the rise in many countries.
With nearly 400 light rail systems in operation worldwide another
60 are being constructed and 200 in various stages of planning, the
passenger rail and transit opportunities should continue to grow.
The software Total Addressable Market (TAM) is approximately
$67 million annually for rail and transit design worldwide.
Broken down to key market segments, North America should have
approximately $8 million and EMEA $12 million in software demand
generation. Target markets in the United States and the United
Kingdom are estimated to have $7 million and $6 million in annual
software spend annually.
Sustainability is a primary driver of demand and utilization of rail
infrastructure. According to the United Nations, 50% of the worlds population, now live in urban areas. Trains for passenger and freight ofer solutions for economic
and environmental stewardship. One study estimated the cost in the United States for congestion to a peak time traveler has grown from $129 annually in 1982 to
$708 in 2005. Subways and commuter trains can carry up to 50,000 passengers per hour on a single alignment while cars are limited to 2000 and 9000 by bus.
CSX claims to be able to move a ton (Imperial) of freight, 500 miles (800 km) on a single gallon of fuel (3.8 liters).
Industry Trends Introduction Rail Types Project Types
Next > < Back Next > < Back
Introduction
Industry Trends
Rail provides a more sustainable means of transportation compared to other modes of transportation.
Trafc congestion with no ability to add highway capacity
Urban growth trend, demanding alternative transportation options
Higher road transportation costs (fuel) pushing freight to low cost rail solutions
Political pressure to engage in the high speed rail market; France/Japan/United States/China leading
The Global Rail Market Now to 2016-UNIFE Study Key Findings & Future
Outlook, UNIFE press conference at Innotrans - Berlin, September 24, 2008
INDUSTRY
TRENDS
>
Urbanisation
>
ERTMS
>
Ecological awareness
and energy consumption
>
Deregulation and
liberalisation
>
Leasing and Financing
>
Shortage of
engineering capacity
Industry Trends
Click to learn more
Rail Types
The following are the types of Railway systems used in the playbook. While rail projects are identied
in various ways in diferent geographies, for consistency they have been categorized as follows.
Two diferent types of passenger trains exist: Traditional Rail and High Speed Rail (HSR)
Traditional Passenger trains traveling at lower speeds than HSR but also travel long distances.
Design components include track design, corridor modeling (earthworks), switches, turnouts,
stations, platforms, signals and signage. This type of rail network is not typical electried and is diesel
powered in many case. Stations are typically located above ground. Platforms are positioned relative
to train track with as level access as possible. Regional government body controls and funding is
provided by government. In general, regional governments control this type of rail project with
funding provided by government. Some of the operators are privatized such as Network Rail in UK.
High Speed Rail (HSR) is a type of passenger rail transport that operates signicantly faster than
traditional rail transport systems, with a 2012 maximum commercial speed set at 300 km/h (185
mph) for the majority of installed systems. HSR is similar to traditional rail in all aspects, difering
mainly in the gauge of the track. HSR lines avoid at-grade crossings and typically have few curves.
Fewer switches are encounters, with switches likely only at station level. Rail stations on HSR lines
are above ground. Typically, diferent design standards are used for HSR track design.
In general, regional governments control HSR projects with funding provided by government.
Some of the operators are privatized such as Network Rail in UK. Can be privately owned, with
Eurostar being a good example of this. Japanese systems are often more expensive than their
counterparts, because they run on dedicated elevated guideways, avoid trafc crossings and
incorporate disaster monitoring systems.
Rail Types
Passenger Commuter Freight
Rail Types
Commuter rail includes both Metro (typically underground) and Light Rail
(typically above ground)
Tram and Trolleys may also be part of the above ground commuter rail network. Above ground
commuter rail typically follows road surface more. Design components include platforms,
structures, and tunnels. Commuter rail is electried in almost all cases. Commuter rail is typically
functions within a city limits with transportation hubs (large, multi-level stations) between
commuter and HSR/Traditional rail lines. These types of rail lines may be owned and operated by
local units of governments and sometimes incorporate disaster monitoring systems.
Rail Types
Rail Types
Freight rail lines are used for moving goods not people, so stations and platforms
are not a factor
Connection points are transportation depots of sort. Design components include track design,
corridor modeling (for earthworks and visualization), switches and turnouts. This type of rail
network is not typical electried and is diesel powered in many cases. Many freight railways are
shares with traditional passenger rail trains.
Rail Types
Project Types
There are various scenarios for rail project
development. Each rail project opportunity will
need to be researched to determine the project
type and inuential participants. To the right is
a hierarchy of rail project types.
Regardless of overall project type, railway
projects consist of either a vertical
infrastructure component, such as stations
or freight depots, a horizontal infrastructure
component like new track alignment or track
expansion, or both.
Rail Projects
Freight
Loading
Depots
Track
Alignment
Passenger /
Commuter / HSR
Station Design
/ Redesign
Track
Alignment
Station Design / Redesign Parsons Brinkerhof
New and renovated stations which are designed and built.
Often preceded by planning activities including capacity, visual impacts, cost estimating, and will likely
require evaluation of multiple design concepts, drainage analysis and over design tasks. May involve
right-of-way acquisition, utility coordination, drainage analysis and construction sequencing.
Project Types
Station Design /
Redesign
Planning
New Rail
Capacity
Structures
Rehabilitation /
Reconstruction
Project Types
expansion, or both.
Rail Projects
Freight
Loading
Depots
Track
Alignment
Passenger /
Commuter / HSR
Station Design
/ Redesign
Track
Alignment
Planning Russian Rail
Rail corridor planning for new rail alignment and expansion.
Project Types
Station Design /
Redesign
Planning
New Rail
Capacity
Structures
Rehabilitation /
Reconstruction
Project Types
expansion, or both.
Rail Projects
Freight
Loading
Depots
Track
Alignment
Passenger /
Commuter / HSR
Station Design
/ Redesign
Track
Alignment
New Rail Capacity Hatch Mott
New or expanded rail alignments which are designed and built. Projects can encompass new railway
alignments, connections and spurs for transit, high-speed rail, and freight.
Project Types
Station Design /
Redesign
Planning
New Rail
Capacity
Structures
Rehabilitation /
Reconstruction
Project Types
expansion, or both.
Rail Projects
Freight
Loading
Depots
Track
Alignment
Passenger /
Commuter / HSR
Station Design
/ Redesign
Track
Alignment
Rehabilitation / Reconstruction Various Global Projects
Railways need ongoing maintenance and rehabilitation. Projects vary in scope and can include
upgrading railways for freight and high speed capacity.
Do not typically require right-of-way or extensive environmental review. Project scopes determine the
various design tasks required.
Project Types
Station Design /
Redesign
Planning
New Rail
Capacity
Structures
Rehabilitation /
Reconstruction
Project Types
expansion, or both.
Rail Projects
Freight
Loading
Depots
Track
Alignment
Passenger /
Commuter / HSR
Station Design
/ Redesign
Track
Alignment
Linge River Bridge Belgium
Rail corridors are dependent on bridges, tunnels. Railway structures are often owned and operated
by the rail company or agency.
Structure replacement and rehabilitation may require environmental reporting and limited
right-of-way acquisition.
Images courtesy of Breijn B.V.
Project Types
Station Design /
Redesign
Planning
New Rail
Capacity
Structures
Rehabilitation /
Reconstruction
The Ecosystem
Winning the ecosystem starts with
understanding the various personas and roles
they plan in the buying process. Who makes
the decisions and how are they inuenced?
Learning as much as you can about the key
players is a great place to start when mapping
the ecosystem.
Railway Projects
Project Owner
Local /State/Provincial/ Federal/National Agencies
Transportation Depts. (DOTs, MOTs, DFTs)
Private and quasi private agencies
Railway Freight operators
Transit Authorities
Public/Private Partnerships (P3)
Architects
Professional services for:
Transit station design (new, expansion, rehabilitation)
Engineering Service
Providers (ESP)
Professional services for:
Structural engineering (Building / Station)
HVAC, Electrical, Plumbing & Piping (Building / Station)
Civil engineering; track, corridor, trafc, etc.
Suppliers / Fabricators
Contractors
For Design-Build:
Construction sequencing (4D)
Cost analysis (5D)
Automated Machine Control
Imperatives Buyer Roles Personas Project Lifecycle
The Ecosystem The Ecosystem
Buyer/Approver Primary Decision Maker Inuencer User
Owner
Executive Committee /
Procurement
Executive Committee Project
Management Capital Improvement
Planner
Project Manager User
Committees Planner
Procurement
Architect Designer Engineer
Planner
Professional
Service Provider
Architecture and
Engineering
Executive
Program Manager Project
Manager
Client / Owner CIO Users
Architect Engineer Designer
/ Technician
Software Executive Project Manager Users Trade specialists
Buyer Roles
For owners and professional service providers,
promote the value of requiring and using a BIM
process for project development.
Clarity by better understanding and communication
of project risk, intent and business outcomes
Continuity by maintaining consistent data, context
and processes
Agility to respond quickly to change and capitalize
on new opportunities
The Ecosystem Buyer Roles
Start Here
FOLLOW THE
MONEY
Imperatives (Business Requirements and Challenges)
Engineering and Architectural
Service Providers
Owners
The project development process has seen little change over the last several
decades. However, new capacity demands, aging facilities, economic and
environmental concerns, are all converging to bring transformation to the
railway industry. Become a trusted business partner by positioning Autodesk as
a technology leader which addresses many of the challenges the industry faces.
Professional services rms are faced with helping Owners solve the
numerous of problems facing the industry, in addition to day-to-day
business operation challenges. Services providers may be more open to
adopting technologies which transform business practices and increase
prot potential through greater efciency and provides a competitive edge.
The Ecosystem Imperatives
>
Technology
Adoption
>
Pressure on
Prot Margins
>
New Business
Models
>
New Business
Models
>
Owner
Mandates
Personas
understanding the various personas
and roles they play in the buying
process. Who makes the decisions
and how are they inuenced?
Personas are the people who will
receive value from our ofering.
The solution needs to help them
achieve an objective, solve a problem,
or support a key initiative they are
responsible for completing. Note that
not every persona role is included
here, but we have focused on key
decision makers in these portraits
and listed in brief the people who
have inuence over each role and
what they care about.
A.K.A. Director of Project Management, Director Capital Projects
Manages the rail transit or freight project planning, budgeting and procurement
Working in the eld for 10+ years; has seen many technology changes.
The Ecosystem Personas
Roll over to explore
Inuencer Motivators
Interaction Preferences
Challenges
Technology
Initiatives
Firmographics
Owner | Executive / Project Manager /
Capital Improvement Planner
Professional Services; Architect or Engineer |
Executive / Program or Project Manager
Personas
understanding the various personas
and roles they play in the buying
process. Who makes the decisions
and how are they inuenced?
Personas are the people who will
receive value from our ofering.
The solution needs to help them
achieve an objective, solve a problem,
or support a key initiative they are
responsible for completing. Note that
not every persona role is included
here, but we have focused on key
decision makers in these portraits
and listed in brief the people who
have inuence over each role and
what they care about.
A.K.A. Principal, Partner, Director of Design, Senior Architect, Director of Engineering
Manages projects for his company and is looking to win projects that he is proposing or bidding
on as well as making sure that the project is protable.
10+ years of experience, starting as a designer and working his way up through the organization.
Experience using technology is primarily limited to legacy design processes, software and systems
Will have an Architecture or Engineering degree as well as a professional license
The Ecosystem
Personas
Inuencer Motivators
Interaction Preferences
Challenges
Technology
Initiatives
Firmographics
Owner | Executive / Project Manager /
Capital Improvement Planner
Professional Services; Architect or Engineer |
Executive / Program or Project Manager
Project Lifecycle
While each project has variations to the scope, the primary workows, with categorized tasks listed below, are common.
The Ecosystem Project Lifecycle
Planning
Conceptual
Design
Preliminary
Design
Final Design
Construction
Documentation
Construction
Operations and
Maintenance
with help from Autodesk BIM for Infrastructure solutions!
The Autodesk Advantage
Autodesk is the proven leader for
BIM and BIM for Infrastructure.
The Revit family of products,
included in Infrastructure Design
Suite Ultimate, is the worldwide
standard for building design.
Leverage our leadership position
to win the entire ecosystem by
achieving a designed in BIM
specication that extends into
beyond the building structure
to the rail platform and the
track corridor. The planning and
corridor modeling functions
of Infrastructure Design Suite,
with Autodesk InfraWorks
and AutoCAD Civil 3D provide
technology for railway corridor
planning and system design.
Visual representation of corridor
alternatives along with dynamic
design modeling and plans
production ofer improved
efciencies over traditional 2D
plan development. Autodesk
additionally ofers solutions for
data and project management
through Vault and PLM 360.
Your customers can ...
Value Proposition Workows Competitive Landscape
The Autodesk Advantage The Autodesk Advantage
Compete and Win Achieve Prot Targets Promote Project Success
Value Proposition
FOR
Owners, Project Managers, Architects, Engineers and Planners for rail station design / redesign, rail system design and
corridor planning
WHO
Strive for successful rail infrastructure project success by delivering on time and on budget projects to the public
and their clients.
FOR RAIL STATION
DESIGN, Railway Planning
& Corridor Design
Infrastructure Design Suite Ultimate + AEC Vault Collaboration + Autodesk InfraWorks 360 + Autodesk PLM 360 +
Autodesk Inventor
(**Infrastructure Design Suite-Ultimate includes AutoCAD, AutoCAD Map 3D, Autodesk Navisworks Simulate and Manage,
AutoCAD Raster Design, Autodesk ReCap, AutoCAD Civil 3D, Autodesk 3ds Max Design, Autodesk InfraWorks with Road Design,
AutoCAD Utility Design, Autodesk Revit, AutoCAD Robot Structural Analysis Pro)
THAT Provides best in class solutions which reduces risk, project delivery time and errors
UNLIKE Other 2D and 3D building design and alignment planning tools that do not use intelligent, model-based workows
ONLY ADSK
Provides an integrated set of tools for visualization, simulation, design and analysis that support decision-making for
complex rail projects from the earliest conceptual stages, through design and construction, and into operations
The Autodesk Advantage Value Proposition
Workows
Support for railway planning studies
DWG set up in Map
3D with correct
Coordinate System
or modeling
in Autodesk
Infraworks
Connect to
various data
sources via FDO
Perform Spatial
Analysis
Layout geometry
and evaulate
impacts based
on data
Stylize
information
Reuse DWG and
Models in Civil
3D or create new
with coordinate
system and data
connections
Create
contextually
accurate
visualization
models
Communicate
alternatives
with Autodesk
Infraworks models
and Autodesk
Infraworks 360
Target Persona Phase of Project Objective Challenge Benets Business Result
Planner, planning
engineer, GIS
Specialist
Planning Provide input necessary to make
informed decisions in order to
identify impacts and prioritize
needs as part of planning
studies, including environmental
impact reporting, operational
assessments, and corridor studies
Assimilate data from
diferent sources, stored in
varying coordinate system.
Information is often found
in enterprise databases
managed by owner/
operators.
Ability to connect to more data
sources using Feature Data Object
(FDO) technology
No specialized GIS expertise needed
use data managed by others Easier
integration of raster, design and
geospatial data
More easily access and
aggregate data from a
wide range of sources
along with integrated
geospatial analysis to
support project
decision making.
The Autodesk Advantage Workows
1 2 3 6 5 4
Workows
Evaluate Preliminary Railway Design Alternatives
Create 3D
infrastructure
model in Autodesk
Infraworks
Create alternatives
and apply styles
creating multiple
proposals
Create animations
and views to
visualize alternatives
Pass alternative to
Civil 3D to build out
detailed design
Pass alternative to
3ds Max Design to
create photorealistic
renderings as needed
After detailed design
is complete, pass
information back to
InfraWorks to create
3D as-built
Planning engineers,
civil/rail engineers,
civil/rail designers,
Architects (Station
conceptual design)
Conceptual
Design
Efectively create, visualize,
and demonstrate how
diferent alternatives will
perform without the need
to create time consuming
detailed design models
Time-consuming and
costly to create and
evaluate multiple
design concepts in.
early stages of project
Ability to explore design concepts in the
context of the natural and built environment
Multiple proposals can be explored easily and
within the context of each other Animations
and views enable stakeholders to visualize what
diferent alternatives will look like from their
own backyard
Faster stakeholder
approvals and more
condent decision
making
1 2 3 6 5 4
Workows
Development of Station Design and Redesign Documentation
Architects,
MEP Engineers,
Structural
Engineers, Civil
Engineers
Preliminary and
Final Design
Design of a building
for station which
meets the capacity
requirements and
physical constraints of
location and placement
within surrounding
infrastructure
Coordination of
internal building
systems and the
placement of
station within
the surrounding
infrastructure
Ability to create an integrated
building design model for clash
detection of internal building
systems as well as verication
of clash detection with rail track
alignment and platforms. Ease of
creating accurate visualizations
of designs
Integrated building design
model facilitates design process
efciency. Faster project approvals
through improved design intent
communication with stakeholders.
Cost reductions during construction
for change orders resulting from
undetected conicts.
Architectural
design for building
Structural design
of building,
platforms and
other civil
infrastructure
Building systems
design and
coordination for
MEP and site
design
Create
construction
plans,
specications and
cost estimates
Coordinate station
position with
platforms and
track alignment
Communicate
design with 3D
visualization and
simulation
Clash detection of
building systems
1 2 3 6 5 4
Workows
Develop Railway and Transit Design and Documentation
Quantities extracted
from objects in drawing
or corridor model using
payitem lists imported
from client
Various construction
documents (sheets)
dened and reports
generated using styles
dened with local
drafting standards
Calculate
earthwork
volumes using
proposed corridor
model
Extract information to use in
construction (example: proposed
surface model information from
corridor model to be used by
automated machine guidance
equipment in construction)
Civil/Rail
Engineers and
Designers
Preliminary and
Detailed Design
Develop nal railway design
deliverables with a design that
balances objectives such as
safety, cost, environmental
impact and standards, through
multiple design iterations, in an
automated, streamlined manner
that minimizes errors
Changes can have a
signicant impact on
the project schedule
and increases the
risk for construction-
related errors.
Manual work is reduced with automated processes
that take advantage of customizable standards
Survey additions and design changes made
automatically, with interrelated and dynamically
linked design elements Improve project productivity
with concurrent workows that are enhanced with
collaboration and data management software
Faster project
completion with
fewer errors
Create base map with survey
data and other, as needed **
Option to use DWG created from
planning or conceptual design
phase or create new DWG with
coordinate system set
Dene horizontal and
vertical geometry using
rules-based layout tools
for on-the-y standards
validation
Create corridor models
using subassemblies that
follow local standards and
horizontal and vertical
geometry established as
well as other targets dened
Conduct slope,
drainage and
constructability
analysis
1 2 3 6 5 4
Workows
Create Design Visualization
Proposed design
created in Civil
3D and Revit
Structure
Changes made to
original design
Export to 3ds
Max Design
Add content such
as lane markers,
signs, trees with
relationship to
geometry
Added content is
tied to imported
geometry
and updates
automatically
Render to create
photorealistic
visualization
Visualization
specialists, civil/
rail engineers and
designers
Detailed Design Validate design decisions and
efectively communicate to
stakeholders
It is difcult to get stakeholders
to understand how designs will
appear and perform using 2D
construction drawings
Easily create renderings and
animations directly from AutoCAD
Civil 3D and Revit Structure
models Validate decisions using
visualizations throughout the
design process
More project
predictability and
easier stakeholder
buy-in
1 2 3 6 5 4
Workows
Mitigating Risks: Design to Construction
Civil/Rail engineers,
Architects,
construction project
managers
Detailed Design,
Pre-Construction,
and Construction
Gain a better
understanding of how
projects will be built
during the design phase
Uncover potential
problems and
understand
constructability
and construction
scheduling options
Uncover and resolve design issues virtually by
establishing a complete view of the project
Verify design component locations to help
identify and resolve potential construction issues
Integrate construction schedules (4D) and cost
(5D) to optimize equipment usage and manpower
Mitigate risk during
construction
Conceptual Alternatives and
visualization in Autodesk Infraworks
Proposed Rail and Transit design in
Civil 3D software
Proposed stations and civil
structures
Utilities, and other information
Model Information
to Navisworks
Manage or Autodesk
BIM 360 Glue
Construction
begins
Clash Detection between
various model elements
Addresses clashes found
and logistical issues
Simulate construction
site logistics
1 2 3 6 5 4
Competitive Landscape
The Autodesk Advantage Competitive Landscape
Bentley 12d Solutions
Xian Lead Road Engineering
Consulting Co., Ltd
Vianova Systems
Products Messaging Market Position
Power Rail Track
Power Rail Overhead Line
ProjectWise
Proven civil engineering 3D rail design software that works
the way you want with the power you need to complete your
transportation infrastructure projects. Information mobility
empowers project teams to share AEC and geospatial
information within models across the infrastructure lifecycle
and project disciplines, all in a controlled and secure fashion,
regardless of the le formats or devices used.
Rail oferings build on heavily used corridor design applications
by providing rail industry specic functionality for track
geometry, cant, envelope analysis and visualization.
The only project collaboration and engineering information
management software developed explicitly for the design and
construction of architecture, engineering, construction, and
operations (AECO) of infrastructure projects.
Dominant Rail design application in U.S., Europe
and growing in Asia. Mature product line with deep
penetration in transportation government agency
market segment.
Bentley
Station Design and Renovation
Frontal Sales Strategy
Rail Station Design / Redesign
Target Prole AEC / ESP large rm that works
with large owners like Network
Rail, Swiss Rail, LACMTA
Current Practice AEC / ESP large rm that works
with large owners like Network
Rail, Swiss Rail, LACMTA
Concerns Multi- vendor solution
compatibility and the need
design for a BIM workow that
will improve efciency
Solution Infrastructure Design Suite
Ultimate, and consulting services
Lead with building solutions
(full frontal market leader),
sell BIM for Infrastructure and
expanded portfolio
Play #1 aligns with Autodesks strength as the dominant architectural software provider in the market today. Coordinate with the owner, project manager and lead
design rm to achieve a designed in BIM specication for all the project participants in the ecosystem. Lead with the Revit product family in Infrastructure Design
Suite Ultimate for building and structural design.
Rail System Design Station Design and Renovation Rail Corridor Planning Conversation Starters
Station Design and Renovation
Rail System Design
Flanking Sales Strategy Rail System Design
Target Prole Rail Owners and Planners like Russian Rail
Current Practice Conceptual Design and Planning
Concerns Need to visualize in 3D, aggregate multiple GIS
data sources, analyze alternatives, and visually
communicate designs
Solution Flank competitive positions by leading with
Infrastructure Design Suite and the capability of
coordinating the location and alignment of the
projects major components including rail track
alignment, platform and station positioning.
Emphasize compatibility with their current rail
track alignment solutions to gain a beach head.
Focus on the engineering planning departments
with Infrastructure Design Suite Premium.
Lead applications in the Suite include Autodesk
Infraworks, Map 3D, Civil 3D along with Navisworks.
Play #2 provides an additional method to win the project ecosystem by introducing our strength in planning. Lead with Autodesk InfraWorks which
incorporates GIS data and modeling functionality which allows project participants to make better informed decisions, earlier in the project lifecycle.
Communicate the planning value of using corridor, station models and GIS data to inform all the project stakeholders and facilitate project approval.
Note: Often rail track alignment geometry has been previously designed in a competitor product, which is their strength. We are fully compatible with importing this geometry
to model the track corridor in AutoCAD Civil 3D and integrate the corridor model with the platform and station models.
Rail System Design
Rail Corridor Planning
Flanking Sales Strategy Rail Corridor Planning
Target Prole Rail Owners and Planners like CanaRail
Current Practice Conceptual and Preliminary Design and Planning
Concerns Need to aggregate multiple GIS data sources,
visualize in 3D, analyze alternatives, and visually
communicate designs for project feasibility
Solution Flank competitive positions buy leading
Infrastructure Design Suite Premiums corridor
planning utilizing Autodesk InfraWorks which
combines GIS data with powerful corridor
modeling tools. Focus on the engineering
and planning departments with the Autodesk
Infraworks as the lead application in the Suite.
Include the additional capabilities of Map 3D,
Civil 3D along with Autodesk Infraworks 360.
Play #3 provides an additional method to win the project ecosystem by introducing our strength in planning. Lead with Infrastructure Design Suite Premium
and the capabilities of Autodesk InfraWorks which incorporates GIS data and modeling functionality which allows project participants to make better informed
decisions, earlier in the project lifecycle. Communicate the planning value of using corridor models, station models and GIS data to inform all the project
stakeholders and facilitate project approval.
Note: Often rail track alignment geometry has been previously designed in a competitor product. We are fully compatible with importing this geometry to model the track corridor in
AutoCAD Civil 3D and integrate the corridor model with the platform and station models.
Rail Corridor Planning
Conversation Starters
These conversation starters are
some questions you as a seller
should ask of your customer,
in most cases these questions
will allow you to get the
conversation going and start to
prospect the customers root
issues. As a general rule, keep
these conversation starters
at a high level, asking about
the business, and resist the
temptation to start proposing
software until you have dug
deeper into where the current
pain points are.
Corridor Planning
Typically in the planning process, multiple project alternatives are considered. Is that true at your organization?
What is the average length of time devoted to developing options and evaluating their feasibility?
Do you have public presentations for approvals and permitting? How long is that cycle? What would help shorten that cycle?
Do you have a cost associated with this process? If you do, can you share the costs and where those costs are incurred?
Are you working with contractors at an early stage of design?
Are you expecting to share information to non- engineering stakeholders and the public?
Visualization
Diferent stakeholders are always involved in project development? How do you communicate project intent with stakeholders?
Is the participation of these stakeholders serial or concurrent in your process?
Do you nd that public stakeholder are only concerned with what is happening in their backyard? How do you help them understand
how the project will impact them personally? Is this approach working?
BIM for Infrastructure
Do you nd that your organization is often required to make last minute changes late in the design stage?
How do you ensure that when these changes are made, the complete plan set or model is accurately updated?
Are you engaged with the BIM process with your rail project?
Are the teams that work on Railway system design, corridor planning and station renovation using BIM and how are they
addressing their BIM requirements?
Construction
Do you nd that your organization needs to communicate with the designers and subcontractors to understand design intent,
scheduling, and construction staging?
Have you experienced delays in construction as a result of inaccurate utility data on a project?
Can you share some examples of how change orders impacted project budget and schedules?
Conversation Starters
Objection Handling
Objection Response
Autodesk doesnt have a rail solution, do they?
We use X for track design and would prefer to do everything using
software from one vendor.
The competitors product is production proven on large railway projects.
The competitors product is a more mature product and has more robust
features for designing railway projects.
MicroStation
is the drafting package of choice for most engineers.

Creating a MicroStation DGN le is very important to me, and I prefer
that my railway design software have the ability to create one.
We have invested considerable resources in our use of the competitors
product and do not have resources to get up to speed on a new
technology like that found in the Infrastructure Design Suite.
OR
We have invested a lot of time and money training our employees on
current workows. The cost to implement BIM is not something we
have the budget for right now.
My clients are not asking for BIM. Until they do, I dont see any reason
to switch.
My rail engineer/designer doubts that Autodesk solution is suitable
to replace the current system in place.
Our Architectural and Structural team already use Revit, so what is the
advantage of adding AutoCAD Civil 3D to our overall BIM workow?
Value Prompters
Target Decision Maker Persona Principal/Project Manager
Business issues Growth in infrastructure projects along with increasing number of industry and business requirements
More focus on providing better information to support winning projects (architecture, engineering, and construction rms)
Increasing emphasis on accountability and transparency (owners)
Increasing public awareness and scrutiny on projects means you have to make more informed decisions during the planning phase
Anxiety questions Do you need to nd ways to gain a competitive advantage and/or reduce waste, improve quality, and operate more efciently?
Do you need to implement an intelligent modelbased process to provide a competitive advantage and help keep your
projects on time and on budget?
Principal/Project Manager Planner or GIS Professional Civil Engineer or Designer Designer, Engineer, or Construction Manager Principal/Project Manager
Problem
Solution
Business Value
Personal Value
Power
Plan
Value Prompters
Target User Persona Planner or GIS Professional
Business issues Growth in infrastructure projects; and increasing number of industry and business requirements
More focus on providing better information to support winning projects (AEC rm)
Increasing emphasis on accountability and transparency (owners)
Increasing public awareness and scrutiny on projects means you have to make more informed decisions during the planning phase
Anxiety questions Do you have difculty accessing and integrating existing conditions data into your plans?
Do you have difculty communicating project intent that is easy to consume/understand?
Is it difcult to maintain a single source of your asset information? (Do you lack a consistent and coordinated set of data
about your infrastructure?)
Principal/Project Manager Planner or GIS Professional Civil Engineer or Designer Designer, Engineer, or Construction Manager Planner or GIS Professional
Business Value
Personal Value
Power
Plan
Problem
Solution
Value Prompters
Target User Persona Civil Engineer or Designer
Business issues An increasingly competitive marketplace, while at same time you are required to do more with less (project budgets remain tight)
Evolution toward 3D modelbased design and processes that utilize integrated technology
Clients demanding more innovative solutions
Emerging requirements around BIM
Anxiety questions Are you concerned about staying competitive, and distinguishing your services? (Are you BIM ready?)
Do stakeholders have difculty providing input to designs earlier in the planning and design phases helping to avoid delays and rework?
Do projects risk overruns from collaboration and communication issues in a project or changes that are required during
construction phase?
Principal/Project Manager Planner or GIS Professional Civil Engineer or Designer Designer, Engineer, or Construction Manager Civil Engineer or Designer
Business Value
Personal Value
Power
Plan
Problem
Solution
Value Prompters
Target User Persona Designer, Engineer, or Construction Manager
Business issues On-site coordination issues impact timely project completion
Undocumented on-site changes raise quality concerns and have adverse knock-on efects to the project schedule
An increasingly competitive marketplace
Emerging requirements around BIM
Anxiety questions Are you sure that you have adequately accounted for all project activities in construction scheduling?
Are you condent that schedule changes are communicated efectively?
Do you have costly rework that is identied during construction due to conicts/clashes with other project components?
Principal/Project Manager Planner or GIS Professional Civil Engineer or Designer Designer, Engineer, or Construction Manager Designer, Engineer, or Construction Manager
Business Value
Personal Value
Power
Plan
Problem
Solution
Key Industry Terms Glossary
High Speed Rail (HSR) A passenger rail system that operates at maximum speeds of 300 km/h (185 mph) with stringent speed based design criteria for curves, crossings, track gauge and cant. There are
usually few switches, limited mainly near stations and almost no at-grade crossings.
Light Rail Transit (LRT)
Transit Rail Commuter Rail
Various methods of passenger only. Trams and trolley cars can also be included. Light rail above or below ground is usually electried and operates in urban areas. Light railways and
tracks are usually not designed for the weights required for freight, nor have the capacity for high speed.
Freight Rail Rail lines designed for capacity to carry heavy freight rolling stock.
Cant The term for when track railway is tilted to ofset centrifugal force in curves. Similar to superelevation for roads.
Chord based design In the United States, railway engineers dene alignment curves by their chord denition.
Cut and Cover The practice of trenching and burying to construct underground infrastructure.
Private-Public Partnership
(PPP or P3)
Projects are funded and operated through a partnership of government and one or more private sector companies.
Design-Build (DB) A method of project delivery in which one entity - the design-build team - works under a single contract with the project owner to provide design and construction services. One entity,
one contract, one unied ow of work from initial concept through completion. Key Benets-Faster Delivery, Singular Responsibility on DB team, Reduced Risk & Reduced Litigation
Design-Bid-Build (Design-
Tender) or Bid-Build (DBB)
The traditional project delivery method in which the agency or owner contracts with separate entities for each the design and construction of a project. Basically the owner hires
the engineer to possibly design, manage the procurement and construction. The design team is impartial and looks out for the interests of the owner. Key Benets- Assists the
owner in establishing reasonable prices for the project. Uses competition to improve the efciency and quality for owners. Potential for lots
of RFIs, Change orders and litigation versus DB
Project Alliancing Describes the alignment of interests for the benet of the project as a whole. Each alliance member (other than the owner) is compensated on an open-book, cost-reimbursed basis,
with a pre-established prot amount approved by all other Alliance members.
Building Information
Modeling (BIM)
Many of our ENI customers refer to this as Virtual Design and Construction (VDC) or model-based design. BIM is an intelligent model-based process that helps owners and service
providers to achieve business results by enabling more accurate, accessible and actionable insight throughout the project execution and lifecycle.
Lean Construction Lean Construction is the process of minimizing the cost of materials while maximizing the workow to get the desired results for the project in the most cost efective and time
efcient manner.
Value Engineering Some contracting agencies give design-build proposers as much freedom as possible with preliminary designs in order to achieve the lowest price and shortest duration, but with
a resulting quality project. These agencies treat proposed changes to the owners RFP design concepts as value engineering changes with savings shared between the owner and
the design-builder. However, post-award design changes to either the concepts in the design-builders technical proposal or other design submittals by the design-builder are not
treated as value engineering changes and the design-builder is not required to share savings with the owner. On the other hand, other agencies have declared that any change to
the RFP design or to a proposers technical proposal would be viewed as a value engineering change with the resulting savings being shared
Automated Machine
Guidance
Automated Machine Guidance (AMG) links the data extracted from the design model with construction equipment utilizing GPS, Laser, Total Station hardware to direct the
operation of machinery with a high level of precision, improving the speed and accuracy of the highway construction process
Resources
The following sales and
marketing assets are
suggested to support
your Rail selling and
are just a few of the
tools available to
you. Please check the
Infrastructure iSTK for
all of the latest tools.
Title Type/Comments Location
BIM for Infrastructure
Transportation Edition eBook
Sales tool, customer facing
(individual videos are available on Media Library)
Download here
Prospecting Resources Government agencies often publish capital improvement
programs and transportation plans. Browse the plan for advance
knowledge of planned projects. (i.e. Metropolitan Planning
Organizations (U.S), European Commission Mobility and
Transport and Indian Railways)
Project information services like Dodge (U.S. and Canada) and BCI
(Asia)
Work with Autodesk Sales Development for territory specic
opportunities which may be available
Network with agency ofcials and industry professionals by
joining various associations [i.e. AREMA (U.S. and Canada), UEEIV
(Europe), Latin American Railway Association (South America)]
Rail Alliance UK
US DOT Federal Transit Administration
Railway Reports on ReportLinker
Customer Success Stories Washington Transit Authority
Hungarian State Railways
Brejin B.V. - ProRail
Washington Transit Authority
Hungarian State Railways
Brejin B.V. - ProRail
Learning and Training
Resources
The Rail industry overview is designed to provide an understanding
of the railway design and engineering segment of the overall
transportation industry. Rail related courses at Autodesk University
Rail industry overview
Railway courses on Autodesk University
Online
Articles Smarter Rail Design CE News Smarter Rail Design
Media and Videos Multiconsult High Speed Rail conceptual planning View on line here
Find additional assets, and tools on the Partner Portal and iSTKs.
Autodesk is a registered trademarks of Autodesk, Inc., and/or its subsidiaries and/or afliates in
the USA and/or other countries. All other brand names, product names, or trademarks belong to
their respective holders. Autodesk reserves the right to alter product and services oferings, and
specications and pricing at any time without notice, and is not responsible for typographical or
graphical errors that may appear in this document. 2013 Autodesk, Inc. All rights reserved.
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