As the public sector looks for more enterprising approaches to deliver services with restricted budgets, public sector organisations must go beyond service efficiencies and look at commercial approaches for generating additional income.

Through interactive workshops and practical exercises: learn how to set their commercial objectives; understand the marketplace that they operate in, and mitigate the risk of implementing commercial strategies.

This Developing Commercial Awareness training course, enables you to explore a range of techniques to help them develop a more commercial mindset, in order for them to generate additional income to help fund and deliver improved services.

Learning Outcomes

  • 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 and implement commercial plans
  • Learn how to see your service users as consumers
  • Generate additional income by developing a commercial mindset
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]


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09:15 - 09:45


09:45 - 10:00

Trainer's Welcome 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

Morning Break

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 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
  • 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

Afternoon Break

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

Feedback, Evaluation and Close