ADEO Trade Event Ready Program
Highly personalised, defence-specific training that helps you optimise your opportunities for international trade events.
Driving excellence for the Defence industry
In partnership with 25eight, the Australian Defence Export Office (ADEO) has developed the Trade Event Ready Program to help business leaders fully prepare for trade events and increase the perception of Australia’s sovereign capability in the international market.
This program is fully funded for eligible Australian businesses that are looking to export defence and dual-use goods and services.
This highly impactful program has helped hundreds of Australian businesses develop winning business pitches and maximise their opportunities at overseas trade events.
Time is the challenge for many Co-exhibitors
When getting ready for a trade event, there is so much to consider.
Is your Quad Chart up to date?
Can all of your team members pitch in 30 seconds?
Do you have all your stand collateral prepared?
Not to mention the logistics of getting everyone there, and making the most of your time when you’re at the event.
Save time by preparing yourself in the right way
The Trade Event Ready Program covers three key outcomes - Quad Charts, Pitching and Event Presence.
Choose which outcome you start with
Bite-sized content - work from anywhere, any time
Work collaboratively with your team
Get 1:1 support from a defence-experienced mentor
Walk away with tangible results - such as Pitch Decks, Quad Charts - that you can use straight away
Key Benefits of the program
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Refine you Quad Chart
A fundamental component of the business development cycle in the Defence industry, understand what makes a great Quad Chart and how you can use this as an opportunity to further communicate your business’ value and capabilities.
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Build a winning Pitch
Use frameworks developed by 25eight and influenced by startup methodology to effectively tell your story. Change your pitch from being capability-focused to solutions-focused and make your business memorable.
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Adapt for Defence
Understand the nuances to succeed with organisations in the Defence industry. Tailor your approach, and get tips specific to trading with the foreign military, Primes and other potential partners at Defence export events.
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Stand out in the crowd
Pinpoint what sets your business apart from everyone else on the market. Develop your Unique Value Proposition and trade event strategy to make it easy for your prospects to choose you over the competition.
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Boost your event presence
Identify the right collateral for the events you attend, and focus on getting your key messaging into those. Reinforce your brand with visual and physical cues, and tailor it to your target audience.
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Opportunity to excel
Over 1000+ individuals have participated in the program, many with extensive experience in the Defence industry. They’ve indicated the key value of the program is refining strategy for modern times.
How the program has helped others
“As a 20-year old company, we tend to approach our messaging and marketing in the same way that we have done for years. This program gave us a fresh perspective on how to communicate the value of what we do and boy, what a difference that made! Great program and thanks so much for the opportunity to participate.”
— Julian, Senetas
“I found the key outcome was the structure & discipline around the narrative of the pitch. Pitching does not come naturally to me and requires effort, so I found this extremely helpful! Each week I assessed different elements of my business and product and how we present it. Great program, knowledgeable & experienced facilitators - thank you so much!”
— Bernadette, Cogito Group
“We’ve got nearly $1m in confirmed orders and have scaled up ten-fold. On top of that, ten-fold production isn’t really enough. I really can’t begin to tell you how much I’ve benefitted from taking part [in the program] … to the point where I credit a lot of our current success to you both and the course. I’m completely wowed by everything I’ve taken away!”
— Daniel, Medihood
Leave a lasting impression at your next event
Our program helps you effectively demonstrate the value of your offerings in verbal, visual, and physical communications.
After completing the program, you will:
Create (and use) a winning Quad Chart
Be able to easily pitch your business in 30-second, 90-second and 5-minute increments, conveying the heart of the value you provide
Have a Pitch Deck structure that you can adapt to any situation
Reinforce your messaging through various stand collateral
Build brand awareness for your business in the Defence industry and confidently represent Australian business in the international market
Whilst the program is specifically tailored to help you succeed in the Defence industry, what you learn can be applied to help your business thrive in all situations.
How it works
Choose your starting point based on what’s most important to you
The Trade Event Ready Program is built for time-poor business leaders and highly personalised to your situation.
When you start the program, you will choose your most pressing outcome - Quad Charts, Pitching or your Event Presence. You will also set a SMART goal, and complete a short quiz that helps to identify what you already know and do, so that the content can be tailored to you.
Each outcome covers the following modules. You’ll be recommended learning content tailored to you as soon you finish your Start Learning quiz.
Start working through the content at your own pace - and book into Workshop sessions and mentoring to help you progress as you see fit.
Submit your Expression of Interest (EOI)
This program is only open to eligible Australian businesses that (or have aspirations to) export defence and dual-use goods and services.
Australian security and trade-related government agencies, as well as defence-related industry bodies and associations, are also welcome to participate.
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500 +
Australian Defence-related businesses have been on the program
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72 NPS
Net Promoter Score from submitted end of program surveys
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100%
Commitment to helping each business excel at trade shows and events
“I’ve left with something tangible AND a sense that I can do better business with the Defence industry.”
Participant, Cohort 9
You get out what you put in
Designed with busy schedules in mind, an ideal commitment of approximately 2-3 hours a week over eight weeks will help you get the full value of the program for your business. It is a highly impactful program with some incredible results for the businesses that have participated, including an increase in international and Prime engagements as well as greater brand awareness for their company.
This program is fully subsidised for eligible businesses. Please complete the EOI on this page to see if you are eligible.
What others have had to say
Ben Hockley, SPEE3D
"We had a 3-minute video that explained how we solved the problem, but people didn't want to watch for that long. Phil suggested we take screen grabs and tell the story using images.
Now, we explain the problem and how we solve it in 90 seconds! We even offer a physical copy of the images for people to take with them as it makes it easier for them to explain it to others in their organisation.
The outcome, from when we first used the images at Singapore, was that Team Defence Australia were confident to send delegations to our booth as we could concisely pitch our offering. It also led to a number of proposals."
Lance Wassmuth, Turnkey
"This week started with a late night - getting my pitch tailored for Indo Pac 2022 using what we had learnt from the program. That pitch has helped us convert at least 8 strong leads through the 3 days and there are potentially another 15 leads that we need to follow up on. One of the leads is a Prime!"
Meet your mentors
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Sam Hurley
With several digital transformations under her belt in her 20+ years of industry experience, Sam likes to sit at the intersection of business, creativity and technology. Her Master of Teaching is the icing on the cake as she drives high standards and best practice to ensure what is learned is adopted and impactful.
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Phil Ore
If 10,000 hours is the benchmark for excellence, Phil reigns supreme as a mentor. His extensive experience leading brands is married with his ability to identify opportunities for smaller businesses to give them the ‘gold nuggets’ they need to get traction. His ‘serendipity hacking’ is the magic sauce in the business.
Want to become Trade Event Ready before your next event?
Frequently Asked Questions
+ How does the Program work?
Once you have submitted your expression of interest (EOI), eligible candidates will receive an email from 25eight with details on how to access ‘25eight.academy’ - our learning platform.
The email will prompt you to sign in to the platform. This will give you access to your first module - where you choose your outcome. Once you've chosen either Quad Charts, your Pitch or your Event Presence, you will be asked to set a SMART goal for your outcome.
Next you can personalise your content by answering a short quiz - so we can understand where your current level of knowledge is at. As soon as you finish the quiz, your dashboard will populate with content relevant to you.
You can then make your way through all the various program content - watch the videos, read through the resources and complete the activites, whilst also taking advantage of your mentors in the program - either by booking a Workshop or 1:1 mentoring sessions.
To 'complete' an outcome, you must finish all your recommended content and book a final mentor session to review your work. The mentor will provide you with feedback on whether you have reached the right level of readiness. If you have, you may start on your next outcome!
To 'complete' the full Trade Event Ready Program, you must finish all three outcomes and have one final session with your mentor to see if you are Trade Event Ready. If your mentor deems you have completed everything to standard, you will receive a certificate to show that you are 'Trade Event Ready'.
+ How much does the program cost?
This program is fully subsidised by the Australian Defence Export Office - there is no cost to you or your business (other than your time).
+ How much time should I dedicate to this each week?
This program has been designed for you to complete at your own pace.
For best results we recommend scheduling 2-3 hours each week (including time to attend a Workshop/mentoring session) over eight weeks to work through the whole program.
Some of you may wish to spend more time, whilst others may not need as much. The more you put in, the more you get out in the end. This means you could complete the program in a shorter timeframe if you dedicate the time to do so.
+ What happens if I miss a Workshop session?
Unfortunately we do not record the sessions, but you may simply book into another one. We have Workshop sessions available each week at various times.
In our experience, those that have attended multiple Workshop sessions have seen the greatest results.
+ Is the program delivered in-person or online?
The entire program is delivered online.
+ Do I need any prior knowledge?
No, this program is accessible to anyone and everyone, regardless of your business knowledge or stage.
Our programs are designed to meet you where you current expertise lies, and because the content is tailored specifically to your needs, they help you grow your knowledge based on what you already know.
+ I've been in the industry a long time, what will I learn that I don't already know?
Having delivered the program to over 800 business leaders, all with diverse backgrounds and levels of experience, we know we can add value to your already extensive knowledge. Because our program is highly personalised, you don't learn what you already know, we help you to 'level-up' what you do know.
This might be to help refine trade event strategy to a particular sector or audience type or it could be to come up with creative ways in which you can stand out. We believe that even the best business leaders go through a stage of refinement, even if (and especially if) they have been doing something for a number of years.
+ I was looking for the ADEO Pitch Training Program, is this the same thing?
From March 2023, the ADEO Trade Event Ready Program has replaced the ADEO Pitch Training Program.
The new program has an increased focus on making sure you are trade event ready - you will learn how to effectively pitch your business, how to tailor your messaging for various scenarios and platforms, how to optimise your Quad Chart, what marketing collateral to consider for your events and more.
+ I'm enrolled in the program, but I've forgotten my password. What do I do?
This happens to the best of us! You can reset your password very easily.
Head to https://adeo.25eight.academy/start/op/password_change, and enter the email you signed up with. You will be sent instructions on how to reset your password.