Abridged presentation given by Darren Oemcke at OpenState 2016 for the launch of the Customer Driven Business Planning program partnered by Flinders University's New Venture Institute and Hydra Consulting

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

2. 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.

3. • 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

4. • Other barriers collapsing or declining:
– Scale
– product differentiation
– capital
– switching costs
– network effects

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

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

7. © www.hydraconsulting.com.au

8. © www.hydraconsulting.com.au

9. 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

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

12. 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?

13. 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?

14. Minimum teaching
• Teach 5 tools
• Skills development
• Facilitation
• Active listening
Supported learning
• Live projects
• Guided application of
tools
• Independent
application of tools
Learning Model

15. Learningexperiences
Consultant
facilitation
FEC student team
+ guided
implementation
Guided
implementation
Businessintegration
Student Team Trial Facilitated Learning
Facilitated Learning
Facilitated Implementation

16. Learningexperiences
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
team
Problem 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

17. www.hydraconsulting.com.au/customer
www.slideshare.net/DarrenOemcke
http://study.flinders.edu.au/ie/