The application of industrialized timber in large-volume buildings is considered as one main strategy promoting sustainability in the construction sector. Austrian timber construction ecosystem is mainly conformed by small and medium sized enterprises (SMEs) that are mostly limited to single and multiple housing projects and it is rarely represented in multi-storey buildings. Within a five days' workshop, 19 experts from research and practice including SMEs, discussed the challenges and potentials, and specially the implication of SMEs, by the completion of those, exchanging experiences and expertise. The workshop was inductive coded looking for factors affecting the design and construction process, in which seven categories were defined containing 33 overall concepts with 105 factors embedded. Further, a SWOT analysis was conducted, in which over half of all factors are conflicts, mostly related to the coordination of the team along the process, mainly caused by the lack of an integrated design approach. Highly positive rated are those aspects related to greater levels of prefabrication, while general rising awareness together with political support represent relevant opportunities, and common prejudices a threat. This overview of the sector may help further research to develop strategies focused on handling internal factors to exploit opportunities and minimize threats.