The opportunity was not to build a new business. It was to give clients a stronger reason to choose the existing one.
Frank Wild
Frank Wild is a creative events business with sustainability embedded in how it works. That commitment had already led the team to develop a carbon calculator specifically for the events industry.
The initial question was whether that capability should become a standalone service or separate business, potentially requiring significant investment in product development and a technical portal.
Frank Wild is a creative events business with sustainability embedded in how it works. That commitment had already led the team to develop a carbon calculator specifically for the events industry.
The initial question was whether that capability should become a standalone service or separate business, potentially requiring significant investment in product development and a technical portal.
The work
GBM led a validation and strategy process across the business, including staff and client discovery, market research, product-market-fit analysis, strategic workshops and communications planning.
The work confirmed that the calculator had genuine value. However, demand for a standalone paid product was not yet clear enough to justify the investment and complexity involved in creating an entirely new business.
The diagnosis was that pursuing the standalone opportunity risked diverting capital, focus and strategic energy from Frank Wild’s strongest position: producing highly creative events sustainably.
The work
GBM led a validation and strategy process across the business, including staff and client discovery, market research, product-market-fit analysis, strategic workshops and communications planning.
The work confirmed that the calculator had genuine value. However, demand for a standalone paid product was not yet clear enough to justify the investment and complexity involved in creating an entirely new business.
The diagnosis was that pursuing the standalone opportunity risked diverting capital, focus and strategic energy from Frank Wild’s strongest position: producing highly creative events sustainably.
The direction
What became clear was that the calculator’s greatest value was not necessarily as a separate product. It demonstrated the sustainability expertise already inside Frank Wild.
As Marky described it, the “real gold” was Frank Wild’s core offering: producing high-level events in a sustainable way.
The strategy therefore shifted towards strengthening the main events business, using the calculator as evidence of expertise and making creativity, sustainability and execution central to how Frank Wild positioned and communicated its value.
The direction
What became clear was that the calculator’s greatest value was not necessarily as a separate product. It demonstrated the sustainability expertise already inside Frank Wild.
As Marky described it, the “real gold” was Frank Wild’s core offering: producing high-level events in a sustainable way.
The strategy therefore shifted towards strengthening the main events business, using the calculator as evidence of expertise and making creativity, sustainability and execution central to how Frank Wild positioned and communicated its value.
The shift
Frank Wild avoided premature investment in a technical product and the distraction of building a separate business.
The team gained sharper commercial focus, greater confidence in its core proposition and a clearer way to explain why clients choose Frank Wild.
The shift
Frank Wild avoided premature investment in a technical product and the distraction of building a separate business.
The team gained sharper commercial focus, greater confidence in its core proposition and a clearer way to explain why clients choose Frank Wild.
Helping senior leaders navigate important commercial decisions.
4 Balmerino Avenue
Toorak, Victoria, Australia 3142
+61 481 313 993
good@goodbusinessmatters.net
ABN 62 608 168 369
Good Business Matters®
Helping senior leaders navigate important commercial decisions.
4 Balmerino Avenue
Toorak, Victoria, Australia 3142
+61 481 313 993
good@goodbusinessmatters.net
ABN 62 608 168 369
Good Business Matters®
Helping senior leaders navigate important commercial decisions.
4 Balmerino Avenue
Toorak, Victoria, Australia 3142
+61 481 313 993
good@goodbusinessmatters.net
ABN 62 608 168 369
Good Business Matters®