Author: Lenka

Australian Go To Market Strategy

Post author By Lenka
Post date December 22, 2021

aerial of a city in rush hour - lei group go to market strategy

The Brief

Initially Leading Edge Group approached Best Case Scenario to assist them with their Go to Market research phase to launch into the Australian market as LEI Group, their Australian arm for their lean education and training initiatives.

They approached Best Case Scenario because of their knowledge and insights into Australian local government, healthcare and relevant associations and universities, who represented their key target audiences

Best Case Scenario conducted a detailed research phase, and once completed, formed the basis for a decision to ‘go or no go’ for business expansion. As a result of the findings the Leading Edge Group then commissioned Best Case Scenario to create a sales and marketing plan to effectively launch LEI Group to both Local Government and Healthcare industry sectors.

"Best Case Scenario supported our go-to-market research phase where they leveraged their expert market research skills, local knowledge, and strong network to make important connections with our audience, as well as forge long-term partnerships with associations and key thought leaders".

Joe Aherne, Founder & CEO, Leading Edge Group

The Solution

Go to Market Strategy Framework for Growth

It was important for Leading Edge Group validate early market assumption and understand if there was a market product fit and what partnerships to forge for a successful launch. In addition, a need there was a to understand if a state-by-state expansion was the most effective approach to enable growth.

The research conducted helped feed into a framework for growth as well as make an informed ‘go or no go’ decision for expansion into the Australian Market.

Research target audiences and shape target personas via primary and secondary research
Understand if the Australian market is big enough and assess the market-product fit
Undertake a detailed competitor analysis including pricing analysis, target audience and marketing effectiveness to feed into refining LEI Group’s USP
Educational delivery formats – explore the demand for online v’s face to face training v’s hybrid formats
Validation – Test key assumptions such as outsourcing business development efforts on the ground and explore opportunities of hiring people first on the ground and recruiting great talent
Business matchmaking – research and prioritise which associations and universities would be best to partnership with for a successful market launch.
Education accreditation – understand the accreditation landscape for both Local Government and Healthcare educational programs and their importance for a successful launch
Present the learnings and make recommendations from the research conducted to the Leading Edge Group’s board members

Sales and Marketing Plan for a Successful Lauch

Develop a comprehensive sales and marketing plan to launch LEI Group lean training to Local Government and Healthcare sectors to include:

SWOT analysis
Market sizing
Sales targets
Persona development
Value and messaging for each persona
Education certification selection
Grant research to assist launch
Key competitors research – revisit top 3
Identify market challenges and how to service them
Develop effective marketing mix
Content marketing schedule
Message testing via an online panel discussion marketed to key target personas within local government
Financial forecasts
Sales strategy

The Results

As a result of the initial Go to Market research conducted by Best Case Scenario, Leading Edge Group commissioned Best Case Scenario to develop a sales and marketing plan to launch their Lean training solution to Local Government and Healthcare Providers.

Primary & Secondary Target Audience research – Best Case Scenario researched 10 competitors all with varying degrees of educational methodologies and formats. This helped determine which educational format was most effective and understand opportunities.

Target audience pain points were also researched in depth via primary and secondary research enabling LEI Group to valid and shape a market-product fit. As a result of these finding, Best Case Scenario were commissioned to create an educational panel discussion between Australian Local Government representatives and industry experts to discuss pain points such as operational efficiencies. This involved selecting the most effective topic based on research, selecting and inviting panel experts and securing an attentive audience made up of local Government representatives.
The panel discussion assisted with generating awareness for LEI Group among local government and resulted in a number of potential opportunities within local government. View panel discussion here.

The panel discussion topic: How a strategic investment in lean methodology leads to great efficiencies.

The Client

Leading Edge Group, is a global leader in the provision of Lean education and training, continuous and process Improvement programs and digital transformation initiatives.

LEI Group is their Australian arm, delivering services to local councils, SMEs, large corporate and healthcare organisation.

Tags Market Mission

Case Study Government SMB

Global Trade Market Mission

Post author By Lenka
Post date December 22, 2021

women entrepreneurs from Sri Lanka being assisted by The export council of Australia's global virtual market mission

The Brief

The Export Council of Australia (ECA) partnered with Best Case Scenario to design and manage the Sri Lankan Women Trading Globally program’s virtual events, aimed at businesses expanding into the Australian market.

The core objective of the program was to provide valuable information, key takeaways, and the necessary tools needed to undertake cross-border trade for 25 women entrepreneurs based in Sri Lanka who were taking part in the program.

There were two engagements organised and managed by Best Case Scenario in conjunction with Export Council of Australia (ECA):

Virtual Trade Missions – This session focussed on setting up the cohort for success. Two panel sessions allowed for an interactive format, helping prepare their business for expansion into Australia.
PitchFest – This session focused on preparing and presenting a business pitch, providing a platform to present in front of an expert panel. The panel provided real-time feedback to each Sri Lankan entrepreneur, focussing on polishing their skills for future pitches.

Our deliverables included:

Assist women entrepreneurs from Sri Lanka to enhance their international marketing and business pitching skills.
Design the format, structure, and content for two virtual events.
Provide virtual delegates with an engaging experience.
Deliver seamless technical delivery.
Support all panelists and speakers presenting.
Craft and communicate pre-event details to cohort members and guests.
Post-event follow up materials and resources provided to the cohort.

"We engaged Best Case Scenario to co-deliver sessions on doing business in Australia for Sri Lankan women entrepreneurs. BCS expertly managed the virtual platform and arranged the participation of inspirational industry speakers. In the final PitchFest, the women entrepreneurs demonstrated their enhanced confidence and skills to take on global markets. Thanks to Luli and her team for their enthusiastic support of these women."

Arnold Jorge, CEO, Export Council of Australia

The Solution

Best Case Scenario Marketing worked with the Export Council of Australia (ECA) to assist women entrepreneurs from Sri Lanka to enhance their international marketing and business pitching skills.

The cohort of 25 women-owned businesses, based in Sri Lanka, were either in the fashion, food and beverage, IT, packaging, consulting, or personal care industries. They participated in the Australia Awards Women Trading Globally (WTG) program funded by the Australian Department of Foreign Affairs and Trade and managed by the ECA, assisting women entrepreneurs from developing countries to undertake cross-border trade.

The first event of the program, Virtual Trade Missions, included two panel sessions: ‘Doing Business in Australia’ and ‘Effective Selling’ and were joined by six expert panellists here in Australia:

Kaveeta Ram, Senior Export Product Specialist | Woolworths Group

Clare Menzies, National Sales Manager | Australian international traders

Dr. Pavel Reddy, Managing Director | Clearpoint Ventures

Lara Chrystal, Founder & Director | Matchstick Marketing

Alexi Boyd, Chief Executive Officer | Council of Small Business Organisations Australia (COSBOA)

Julie Trell, Country Lead | SheEO™

The second event in the program ‘PitchFest – Delivering Your Pitch’ was open to any Australian-based organisations, investors, or business leaders interested in watching some exceptional entrepreneurial businesses looking to expand into the region. The PitchFest session provided an opportunity to see each business pitch live with the ability to interact with the cohort.

We were joined by industry experts who shared their insights with the Sri Lankan women entrepreneurs. The experts included:

Julie Trell, Country Lead | SheEO™

Dr. Pavel Reddy, Managing Director | Clearpoint Ventures

Elizabeth Mulhall, Entrepreneur in Residence | Startupbootcamp
Tom Tindall, Director | ORIENTIQUE

Kaveeta Ram, Senior Export Product Specialist | Woolworths Group International

Amy Cheung, CEO | Con Moto and Halls Global

Albert John, Director | Oceania Impex Australia

The Results

Operational Outcomes

Assisted in sourcing content – identify speakers, topics and key take homes.
Successfully coordinated multiple panellists based in Australia and 25 women entrepreneurs based in Sri Lanka across two virtual events.
Seamlessly delivered 2 x 2-hour virtual events with varying technical requirements, including panel sessions, group audience participation, Q&A sessions, and remote screensharing capabilities.
Successfully managed the marketing engagement

Engagement Outcomes

High engagement – 23 out of 25 cohort members participating in the ‘Virtual Trade Missions’ event.
Over 60% attendees were actively engaged in the Q&A sessions.

The Client

The Export Council of Australia are the peak body representing every player in the ecosystem of international trade. Their members are individuals, small, medium, and large enterprises, coming from different industries and sectors. Their member exporters are involved in both the manufacturing of goods and delivery of services in a variety of industries, exporting into a diverse range of markets across the world.

The Export Council of Australia partner with organisation who provide marketing and legal advice, arrange logistics and transport services, and facilitate information flows to ease trade processes. They also collaborate with government departments at the federal, state, and local levels to advance issues that have impact at scale.

The Australia Awards Women Trading Globally program funded by the Department of Foreign Affairs and Trade under the Aid for Trade budget was designed to assist women entrepreneurs from developing countries to undertake international or cross-border business.

Tags Sri Lanka, Technology, Trading Globally, Women

Case Study Finance Start-Up Technology

FinTech Market Mission

Post author By Lenka
Post date December 17, 2021

The Brief

To design a program that was fully immersive and could rival a physical mission. To source and work with local trade partners and incubators who could attract FinTech’s who are serious about expanding into Australia, FinTech’s looking to expand to the UK and scale-ups from Western Australia looking to expand to the UK.

It was important to craft a programme that was balanced enough to provide scale-ups with the information they needed to set up in Australia and the UK, to keep participants engaged and be highly interactive with open channels of communication.

They needed us to:

A fully immersive program scheduled over ten days to accommodate multiple time-zones. Including:
1. Keynote presentations from Industry experts and Government Ministers
1. Workshops such as ‘setting up a business in Australia’
1. Pitch day for scale-ups to pitch to potential local investors
1. Breakout sessions
1. Networking sessions
1. 1-on-1 meetings
Content creation
Managing the virtual platform and sessions
Technical support
Speaker sourcing and management
1. A dynamic MC
1. Sourcing key speakers and innovators from the FinTech
1. Community
1. Script preparation
1. Keynote performance coaching
1. Rehearsal management
Secure Government support and buy-in

The Market Mission was insightful and well run. If you’re looking to break into a new market, these seminars can save you an awful amount of time, money, and pain. Access to senior people in the industry, even at the government level, is impressive.”

Mike Corbett, Co-Founder, Maxatta

The Solution

The Virtual Trade Mission was a huge success. A large part was the ability to secure Government support from Senator Jane Hume, the Federal Coalition’s Assistant Minister for Superannuation, Financial Services and Financial Technology, who launched the Australian virtual FinTech Market Mission. The Australian launch event had over 150 registered participants from nine countries.

For the mission, the program attracted:

18 FinTech’s looking to expand into Australia
18 FinTech’s looking to expand to the UK and
10 scale-ups from Western Australia looking to expand to the U.K

The programme development was instrumental in bringing together key representatives from KPMG, FinTech Australia, Victorian Government, NSW Government, Trade & Investment Queensland as well as start-up communities such as Stone & Chalk & York Butter Factory, Innovation Hub, Australian Securities and Investments Commission (ASIC), Austrade, Ecosystm and many more. Following the event, these trade mission champions aim to keep the wheels of innovation and growth in motion during these challenging times.

The Results

Partners involved

Participating FinTech scale-ups:

Media Coverage

FinExtra article

InnovationAus article

The Client

Best Case Scenario were delighted to coordinate the virtual trade mission for 18 rising FinTech Scale-Ups, from UK, NZ, Sweden and India. The two-week virtual event featured more than 50 speakers including Senator Jane Hume, Assistant Minister for Superannuation, Financial Services and Financial Technology.

We connected key stakeholders made up of forward-thinking business leaders and in-market experts to impart tangible advice to setting up in Australia and the resources available to assist growth.

Tags Finance, Fintech, Market Mission, Start up, Technology

Case Study Healthcare Industry Associations Technology

Australian healthcare providers engagement

Post author By Lenka
Post date July 29, 2021

The Brief

The AHHA approached Best Case Scenario along with their technical partner Original Syndicate to support the Value-Based Health Care (VBHC) Conference to create an engaging hybrid format (both face-to-face and virtual modes),

The aim of the conference was to showcase and celebrate value-based healthcare innovation, initiatives, implementation, research, and training from all areas of the health care system, with discussion on topics as diverse as cancer, stroke, dental health, and more.

They needed us to:

Provide virtual delegates with an equally engaging experience as in person delegates.
Deliver seamless technical delivery.
Support the large number of international speakers presenting.
Be agile and flexible to accommodate speakers and sessions chairs changing from presenting in-person to remote. (Due to last minute border closures in VIC)

"The Best Case Scenario team not only provided confidence, they delivered it too, with some delegates informing that it was the best hybrid event they have ever attended! We cannot recommend BCS highly enough and would not hesitate to work with them again.”

Lisa Robey, Engagement and Business Director | Australian Healthcare & Hospitals Association

The Solution

The inaugural VBHC Conference was a great success with over 350 delegates across Australia and Internationally in attendance.

Due to being a hybrid conference, the last-minute border closure in VIC caused little disruption to the delegates as they could still watch and engage with all the sessions and due to our technical expertise, we could easily support speakers who were now presenting remotely.

Highly Engaging Experience

The livestreaming platform we selected allowed the virtual attendees a highly engaging experience to view the sessions, network with all the delegates and interact in live Q&A providing as close to an in-person experience as possible.

The Results

Operational Outcomes

Successfully coordinated 60+ speakers featuring clinicians, Government representatives and healthcare professionals
Seamlessly delivered 19 sessions over two days
Coordinated 35 remote speakers | 28 in-person speakers

Engagement Outcomes

High engagement – there were 1422 session views over the two-day conference period
350+ interactive attendees (56% virtual | 44% in-person)
130 downloads of sponsor information
Over 60% attendees were actively engaged in the Q&A and over 370 questions were asked

The Client

The Australian Healthcare & Hospitals Association (AHHA) is Australia’s national peak body for public and not-for-profit hospitals and healthcare providers.

Their vision is for a healthy Australia supported by the best possible healthcare system. Their membership includes state health departments, Local Hospital Networks and public hospitals, community health services, Primary Health Networks and primary healthcare providers, aged care providers, universities, individual health professionals and academics. They are uniquely placed to be an independent, national voice for universal high-quality healthcare to benefit the whole community.

Tags Healthcare, Industry Associations, Targeted Marketing for Growth, Technology

The Brief

The Solution

The Results

The panel discussion topic: How a strategic investment in lean methodology leads to great efficiencies.

The Client

The Brief

The Solution

The Results

The Client

The Brief

The Solution

The Results

The Client

The Brief

The Solution

The Results

The Client

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