Barbara Hoisl - Strategy Consultant

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Stuttgart, Germany

Experience

Jan 2010 - Present

15 years 7 months

Stuttgart, Germany

Strategy Consultant

Exponential Strategy

Clients & industries: Enterprise software, software for industrial applications, software-intensive components in Industry 4.0/IoT, financial services, new mobility concepts, digital music.
Product strategy for the re-launch of an industrial software product incl. repositioning, defining new product packages (bundling), innovative pricing model (for a smaller software vendor).
Business model development for a software-intensive product innovation in an IoT context for a leading mid-market manufacturer of machine and equipment components.
Product strategy and go-to-market strategy for a new B2B software product for a major B2B software vendor expanding into the IoT market.
Establishing a product mindset in the IT department (global financial services player) through software product management training for several hundred IT product managers worldwide.
For startups: business model development and investor materials incl. full business plan, pitch deck, financial model (in German or English).
Startup coaching and mentoring: business model, positioning, business plan.

Jan 2007 - Dec 2009

3 years

Strategy & M&A for HP Software

Hewlett-Packard

Growth strategy for multiple software product lines.
Leadership role in a major M&A project (> $1B) up to first bid.

Jan 2003 - Dec 2007

5 years

Business Strategy Manager for HP Management Software

Hewlett-Packard

Growth strategy that tripled revenues from 2005 to 2007.
Business planning, strategic partnerships, portfolio forecast (> $700M).

Jan 2001 - Dec 2003

3 years

Program Manager - New Business Creation for HP Management Software

Hewlett-Packard

Evaluation of new technologies.
Market analysis.
Strategic competitive analysis.

Jan 1999 - Dec 2001

3 years

R&D Manager – Software Development

Hewlett-Packard

Full personnel responsibility.

Jan 1997 - Dec 1999

3 years

Project Manager – Establishing an HP software product for the Sun platform

Hewlett-Packard

Solved a complex co-opetition problem: selling in Solaris environments drove significant revenue growth, making the product #1 in the market.

Jan 1997 - Dec 1997

1 year

Software Architect – HP Operations Management product for Windows NT

Hewlett-Packard

Architecture and requirements for the first product in the new Windows NT market.

Jan 1995 - Dec 1997

3 years

Partner Integration Consultant - HP Operations Management Software

Hewlett-Packard

Supported strategic partners with technical integration.
Key contributions to global alliance and OEM contracts.

Jan 1994 - Dec 1995

2 years

Kaiserslautern, Germany

Research Associate and Consultant

Technische Universität Kaiserslautern

Multinational, EU-funded technology transfer project.

Jan 1989 - Dec 1993

5 years

Independent Trainer – UNIX for IT Professionals

UNIX
C
Advanced system and network programming.

Partner and Trainer for Certified Software Product Manager (ISPMA®)

pd7.group

Delivered Certified Software Product Manager (ISPMA®) training as a partner of pd7.group.
Foundation Level.
Excellence Levels in Product Strategy and Orchestration.

Summary

Focus areas Consulting for software-based businesses & deep-tech growth companies: strategy development & business planning, product innovation, strategic business development; special expertise in complex B2B business models

Portfolio Management
Growth strategy, organic growth vs. M&A, backed by solid financial models
Business Planning: multi-year plans across functions so everyone pulls together
Strategic business development: partnerships, strategic alliances, preparing for strategic acquisitions
Market analysis, incl. strategic competitive analysis
Go-to-market strategy for product innovations, especially new product categories; business model development, incl. clear positioning, product & pricing strategy, sales channels, partner/ecosystem strategy; based on lean startup methods

Consulting in corporate innovation: IoT/Industry 4.0, software-intensive products

Business model development for software-driven product innovations: supporting innovation projects in the iterative development of the business model and go-to-market strategy based on lean startup practices: build-measure-learn loop/hypothesis testing, Business Model Canvas, Value Proposition Canvas, Jobs-to-be-done
Portfolio Management: embedding innovative products into corporate strategy; balancing needs of core business units with those of innovation teams

Topics for Training & Workshops

Strategic market & competitive analysis for markets in transition
Value proposition design for successful new products: based on lean startup techniques
Pricing & business models specifically for software: value-based pricing, profitability analysis
Portfolio management for markets in transition, with a focus on continuous innovation
Co-developing IoT innovations with customers – introduction to customer-centric methods common in the software industry, e.g. Jobs-to-be-done
Mindset for digital products – for decision makers outside the software industry: how software cost structures enable very different business models but also require different approaches in product development, product & competitive strategy, and leadership

Key Skills

M&A experience – HP Strategy & Corporate Development
Leadership role in a major M&A project (> $1B) up to first bid
Business planning and development of global growth strategies
Scaling a software product line from Release 1.0 to several $100M in revenue
Business planning for a complex software product portfolio with > $700M revenue worldwide
Project lead and R&D manager
Development of complex enterprise software for a global market
Leveraging strategic partnerships & alliances for faster revenue growth
Broad experience in profitable digital business models: classic software licensing, subscription models, freemium, SaaS/cloud, multi-sided marketplaces
Deep understanding of growth & innovation models for the technology sector: e.g. Crossing the Chasm, disruptive innovation
Product innovation & business model development for technology markets: incl. Business Model Canvas, lean startup, Jobs-to-be-done
Application of strategy & planning methods: evaluating technology & market trends, strategic competitive analysis, scenario planning/corporate foresight
Comfortable working with senior executives – international & cross-cultural: Europe/Eastern Europe, USA, India
Author of "Think Digital-First Products - How Companies Successfully Manage Software-Based Product Innovation", Springer Gabler, 2019