Michael’s input in the creation of XF was not limited to the strategic planning stage but was extended to the strategy execution and process implementation. These efforts resulted in setting out the business’ operational structure, a fully operational factory and a set of effective procedures and manuals including HR, CRM, sales, marketing, financial reporting, website,Qld innovation grant, and online strategy.
The CEO of XF Jim Livingstone says; ”Michael’s commitment to our intense coaching and strategic planning program has been amazing. His mentoring, guidance and creativity he provided has been a corner stone of the foundations of our business”
The challenge from the outset was; how to craft a functional drink in a highly competitive market place, create new demand, deliver value and low cost simultaneously whilst making the competition irrelevant. Michael & the XF team applied blue ocean strategy tools and frameworks over several workshops; looked across industries, looked across strategic groups, explored various value propositions and produced innovative nutri -infused sparkling protein drink formula to fill a gap in the existing ready to drink product market. The main aim was to create a new progressive company with a unique strategic profile producing innovative products and thus Australia’s first sparkling protein drink with vitamins, minerals, amino acids and complex carbs is now being produced in Queensland by Xrcise Fuel Pty Ltd.