Courses | Personal Skills

Developing Commercial Awareness - Manchester

Create commercial strategies for your organisation

  • Personal Skills
  • Time
    09:15 - 16:15
  • CPD Certified
  • Venue
  • David Elverson
  • Chaired by:

    David Elverson

Tue 24




To continue to provide excellent services, public sector organisations need to be efficient, cost–effective and ensure reliable cash flow. In this environment, the public sector will have to consider commercial approaches as part of their strategy.

This Developing Commercial Awareness training course, led by David Elverson, will enable delegates to explore a range of techniques to help them develop a more commercial mind-set, in order to help them to generate additional income and  provide improved services.

  • Developing the confidence to use a range of tools and techniques to understand and analyse the overall market you are operating in
  • Identifying how to best implement your commercial plans and strategies
  • Looking at the impact the ‘corporate parenting’ of the organisation has on its ability to operate commercially andimplement commercial plans
  • Learn how to see your service users as consumers


  • 09:15 - 09:45

  • 09:45 - 10:00

    Chair's Introduction and Clarification of Learning Objectives
  • 10:00-10:30

    What is Commercial Thinking?
    • Understand what it means to be a commercial thinker
    • Look at the services that you provide to identify commercial opportunities
  • 10:30 - 11:00

    Identifying Your Strategic Commercial Objectives
    • Identify your key commercial objectives
    • How to prioritise your strategic objectives
    • Delegates will use  strategic planning tools, such as PESTLE and Past, Present, Future SWOT to achieve the above
  • 11:00 - 11:15

  • 11:15 - 12:00

    Develop a Strategic Focus
    • Gain a strategic focus to make decisions on how to compete in the markets identified by the strategic objectives
    • Explore the strategic focus you need to take
    • Use the Ansoff Matrixas a tool to make decisions
  • 12:00 - 12:45

    How to See Your Service Users as Customers
    • Learn how to see your service users as customers
    • Customer segmentation will be introduced and you will apply the principles to your areas to identify the type of customers you have and what the key characteristics of those customer are
    • The scenarios used earlier in the day will be revisited to explore who the customers are and how their needs vary
  • 12:45 - 13:30

  • 13:30 - 14:15

    The Competitive Market Place
    • Understand the competitive forces at play
    • The different type of competition will be introduced and explored
    • You will use Porters 5 Forces model to analyse your competitive environment
  • 14:15 - 14:45

    Meeting Stakeholder Expectations
    • Identify key stakeholders who could influence your commercial environment
    • You will then be encouraged to think of ways to utilise your stakeholders to help you to achieve your commercial objectives
  • 14:45 - 15:00

  • 15:00 - 16:00

    Implementation and Dealing with Risks
    • Effective commercial activity involves working with others to implement ideas and strategies
    • The McKinsey 7S framework will be introduced as a way of health checking the organisation prior to implementation to identify whether it is ready to implement the plan in the most effective way
    • Apply the key principles of risk management and contingency planning
  • 16:00 - 16:15

    Closing Remarks

In-house option

We can also run this course for you, at your organisation, at a time and date that suits you. Please email [email protected] for more details.

Excellent! Thought provoking and really helpful in designing our service offer and approach to our customers!

Senior Representative, Kent County Council

Commercialism doesn't have to dilute social values, it is a way of enhancing those values!

Senior Representative, Rural Action Derbyshire

Very useful subject for 21st century local government and very good use of interactive sessions, rather than just being talked at!

Senior Representative, Colchester Borough Council

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