Created a purpose-built framework aimed at scale-ups for JCU to execute with all new members


The challenge was JCU needed a way to provide high-level business support, clear brand focus, and mentorship for their members — this was traditionally done within the university walls. But, with a global pandemic eliminating this as an option, we needed to ensure that JCU had the capability and processes to deliver in an untraditional environment. 

Strategic Insight

Originally planned as a 1-day workshop for all members we pivoted the plans to work individually with each member. We carried out a series of calls and virtual workshops, tailored and bespoke for each member.


From value proposition and brand workshops through to advice on fund-raising and recruitment, we covered numerous problem areas scale-ups face. 

Through BeingIconic, JCU now has a partner who can guide members on the road to scaling successfully and BeingIconic have a partner in JCU to work with the next exciting Queensland innovators. A great flourishing partnership!

Scope of work:


  • Business audit
  • Insight discovery
  • Business advisory and management
  • Financial scorecard and projections
  • Investor deck


  • Marketing capabilities audit
  • Customer value proposition
  • Brand design and experience
  • Strategic marketing planning
  • Segmentation and target profiling
  • Customer journey mapping
  • CMO to oversee marketing implementation


  • People and culture audit
  • Culture development
  • Employee value proposition
  • Resource appraisal
  • Recommendations for implementation

Keith Sue

“It was the strategic insight from BeingIconic that was the game-changer! Their team quickly realised that each member was facing vastly different challenges and therefore a more hands-on approach was needed. They immediately shifted their process to cater for the best outcomes for our members. Any problem that a member had, the BeingIconic team was all over it.

We now have a partner with the processes and capability to confidently guide and support our members on their road to growth – and  a team that cares about our member’s as much as we do.”

Innovation Facilitator, JCU Ideas Lab

Leave a Reply

Your email address will not be published.