Dr Darren Oemcke Marketing Director, Hydra Consulting

Customer Driven Business Planning

Creating connections with customers and consumers is the business moat of right now.

  To be successful you must hear customer

voices and learn how to create genuine and abiding connection with them.

 

•  Channel used to be a barrier to competition

•  Now – customer integration– Easy web sales

– Platforms

– Courier networks

–  Improved communications

– M2C, B2C and C2C Marketplaces

– Closed ecosystems and walled gardens

•  Other barriers collapsing or declining: – Scale

– product differentiation

– capital

– switching costs

– network effects

based on material developed by Ben Thompson at https://stratechery.com

based on material developed by Ben Thompson at https://stratechery.com

© www.hydraconsulting.com.au

© www.hydraconsulting.com.au

The attention battleground

Customers are everywhere all the time talking to each other, your competitors, reading reviews, buying from anywhere

and getting 48 hr turnarounds

You are no longer a manufacturer, wholesaler or retailer – you are part of a

customer engagement ecosystem

based on material developed by Ben Thompson at https://stratechery.com

We asked ourselves:

What is the key link that we need to teach in business planning to prepare business for changed realities and how should it be delivered?

So What?

We chose suitable tools that have either been created or significantly advanced since our Facebook billion benchmarks:

•  Jobs to be Done

•  Value Proposition Design

•  Business Model Design

•  Growth Hacking

•  GV Sprint

And?

Minimum teaching•  Teach 5 tools•  Skills development

•  Facilitation•  Active listening

Supported learning•  Live projects •  Guided application of

tools •  Independent

application of tools

Learning Model

Lear

ning

exp

erie

nces

Consultant facilitation

FEC student team + guided

implementation

Guided implementation

Busin

ess

inte

grat

ionStudent Team Trial Facilitated Learning

Facilitated Learning

Facilitated Implementation

Lear

ning

exp

erie

nces

Consultant facilitation

Guided implementation

Are these techniques we can

use?

Co. Question

We need to learn how to do this!

We need to implement this

now!

Problem and champion

Problem, champion and

teamProblem and

resource constrained

Educator/Facilitator and student team

Educator/ Facilitator

Consultant

13 weeks for student team

+ in-house

Five week program

Problem-driven

Company Has We Provide TimeframeOption

FEC student team + guided

implementation

www.hydraconsulting.com.au/customer

www.slideshare.net/DarrenOemcke

http://study.flinders.edu.au/ie/