LEVERAGING FAMILY BUSINESS AS A COMPETITIVE ADVANTAGE

Parallel Workshop

Speakers: Jonathan Coles, Iain Good, Matthew Beard, Garry Beard

Date and time: Thursday 22 May 2025, 1:00pm - 2:45pm

SESSION OVERVIEW

Many family businesses possess unique elements in their proposition and identity yet fall short in effectively communicating and capitalising on their brand’s inherent value. This workshop will delve into the significance of leveraging "family business and the founder’s spirit" as a strategic asset, transforming it into a distinct competitive advantage. Participants will learn to recognise that a business DNA is more than marketing, and how when it is well defined, it becomes a comprehensive asset that influences everything you say and do.

The workshop will share a proven DNA framework and explore various examples of family business DNA in action, including how A.H. Beard’s brand DNA defines their distinctive position in a highly competitive market, inspires new product development, supports export growth, unlocks value and helps navigate long-term change.

Attendees will leave with actionable steps to assess and enhance their own business DNA, maximising the full potential of their family business in the marketplace. Join us to discover how to thrive and differentiate your family business from the competition.

SPEAKERs

Jonathan Coles
Founder, Premiumisation Partners

Jonathan has 30 years’ experience creating exceptional customer value, competitive advantage and premium margin growth across B2C and B2B businesses. A career that spans global organisations such as LVMH to small scale local companies. Jonathan is an accredited Family Business Australia Advisor, holds an MBA, and is a Graduate of the Australian Institute of Company Directors.

Iain Good
Founder, Premiumisation Partners

Iain has been a leader with the most successful marketing services agencies in Sydney and London, orchestrating the creation of integrated marketing campaigns for many brands in several categories in the past 30 years, from large corporates such as Qantas, Telstra and Amex to start-ups and smaller scale family businesses. Iain is a certified business and marketing coach.

Matthew Beard
Chief Strategy Officer, A.H. Beard

Matthew Beard is the Chief Strategy Officer at A.H. Beard, a leading name in quality bedding and sleep solutions. With 16 years of experience in operations and strategic sales, Matt has gained deep insights into the business by working across diverse roles within the company. Starting with a cadetship, he moved to Tasmania to oversee one of the smallest manufacturing sites, gaining hands-on knowledge before returning to Sydney to manage the largest site. He has also managed key national retail accounts, building a holistic understanding of the business operations.

Currently completing his MBA, Matt has leveraged his studies to sharpen his strategic vision and fill knowledge gaps, ensuring he contributes meaningfully to A.H. Beard’s continued success.

Interestingly, Matt had no initial plans to join the family business. Before starting his own venture, he agreed to work at A.H. Beard for a three-month stint. Sixteen years later, he’s still there and loving every moment of it!


Garry Beard
Chairman/Managing Director, A.H. Beard

Garry Beard brings over four decades of experience to his role as a leader at A.H. Beard, a renowned family business built on quality, trust, and innovation. Garry joined his father in the company 43 years ago, when it was a modest operation generating $3 million annually with a single factory. Under his leadership, A.H. Beard has grown into a $160+ million enterprise with seven factories and promising expansion into China, Brazil, Portugal, Papua New Guinea, Fiji, South Korea, and Thailand, where the recognition of Australian-made products is delivering exceptional results.

Garry attributes this remarkable success to the company’s greatest asset: its people. He emphasises the importance of a unified belief in the business and the strength that comes from working together as a family. This philosophy has fostered deep and enduring relationships with customers, treating them as an extension of the A.H. Beard family.

Garry’s perspective on the successes and challenges of running a multi-generational family business provides valuable insights into the resilience and adaptability that have become hallmarks of the A.H. Beard legacy.

all sessions

Explore all the sessions on offer at this year’s Family Business Conference: Asia-Pacific. Each session has been thoughtfully crafted to provide you with real-world tools and takeaways for navigating change in the world of family business. Featuring a range of expert keynote presentations, family business stories, interactive workshops and parallel sessions, every session is designed to equip you with strategies to navigate current challenges, embrace future opportunities, and achieve sustained success for your family business.

View all Conference Sessions