In the current climate it is essential that public sector organisations look to more innovative and creative ways to help with the recovery of their services and local communities.

By adopting a more commercial approach, your organisation will be able to identify new opportunities for further growth; reinvest to help communities and services, and protect your organisation against potential future risks.

This virtual Developing Commercial Acumen training course gives you the necessary tools to help identify areas of growth and potential, whilst maintaining a strong public ethos of service delivery.

Unlocking the Power of Virtual

Our virtual courses have been designed with you in mind. From group exercises in breakout rooms to live chat, whiteboards and interactive polls, we use a range of tools and techniques to ensure that you can connect with your trainer; network and share best practice with your peers and leave the day with the skills you need.

Our courses provide you with an interactive and engaging learning environment that can be accessed from any location, helping you to continue to connect, learn and grow. Click here to discover more!

Please note we will be using Zoom to deliver this course.

trainer photo
David Elverson
Change Management Expert

David is a change management and commercial expert, with a passion for helping to create more effective services. He works with a wide range of organisations and their staff on developing their commercial awareness, bringing about culture change and developing and implementing effective strategies.

He has worked extensively across the public and private sectors, working with over 50 local authorities, many NHS Trusts, Central Government departments and Science Councils in the last three years.

David is passionate about translating strategy into action in a way that engages staff and develops buy-in and high levels of productivity. Read more

Learning Outcomes

  • Align your commercial activity and objectives with a public sector ethos
  • Refocus your commercial strategies
  • Assess the competitive market place to position your organisation for success
  • Utilise commercial techniques to aid the recovery of your services
All the Understanding ModernGov courses are Continuing Professional Development (CPD) certified, with signed certificates available upon request for event.

Enquire About In-House Training

To speak to someone about a bespoke training programme, please contact us:
0800 542 9414
[email protected]


Collapse all
09:25 - 09:30


09:30 - 10:00

Trainer's Welcome and Clarification of Learning Objectives

10:00 - 11:00

Identifying Your Strategic Commercial Objectives

  • Identify your key commercial objectives
  • Align your commercial activity and objectives with a public sector ethos
  • Establish if your commercial objectives need to change due to Covid-19
  • 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


  • 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
11:15 - 12:00

Refocusing Your Commercial Strategies

  • Gain a strategic focus to make decisions on how to compete in the markets identified by the strategic objectives
  • Look at the place shaping model to identify areas of growth and investment
  • Determine the strategic focus you need to take
  • Use the ‘Ansoff Matrix’ as 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
  • Gain customer segmentation techniques
  • Understand how customer needs vary
12:45 - 13:30


  • 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
13:30 - 13:45

Reflection session

  • Trainer will review the day’s learning and the next stages of the course
  • Delegates will have time to ask questions and share views with one another
13:45 - 14:45

The Competitive Market Place

  • Understand the competitive forces at play
  • The different types of competition will be introduced and explored
  • Develop tools to mitigate against a depleted supply base
  • You will use ‘Porters 5 Forces’ model to analyse your competitive environment
14:45 - 15:00

Afternoon Break

  • 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
15:00 - 16:00

Workshop: Applying Commercial Techniques to Deliver Better Services

  • Review and perfect your commercial strategies
  • Scope areas of growth and further areas for further commercialisation
  • Mitigate against any potential risks brought about commercial activity
  • Take back an action plan to use commercial techniques to deliver better services
16:00 - 16:15

Round Up and Key Takeaways

  • 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


Central Government & Agencies - Virtual

Delegate Price
£345 + VAT

Local Government, Housing, Education & Health - Virtual

Delegate Price
£345 + VAT

Charity - Virtual

Delegate Price
£345 + VAT

Private Sector - Virtual

Delegate Price
£445 + VAT