Dr Darren Oemcke Marketing Director, Hydra Consulting Customer Driven Business Planning
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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/
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