Every new startup or small business entrepreneur knows the challenge of going up against industry giants. While market incumbents have deep pockets, vast resources and strong brand recognition, they also often struggle to innovate quickly and serve all customers in the category well. This is where the underdogs come in, with a willingness to do something bold and innovative to bridge the gap, to win the hearts and minds of customers. 

In this keynote, Laura Hill, Managing Director of Sendle, Australia's pioneering 100% carbon-neutral courier service and technology B Corporation, offers a compelling look into how businesses can outsmart, outmaneuver and outgrow the competition. 

Drawing from her extensive experience leading commercial strategy and brand development at Sendle, Gumtree Australia and Fairfax Media, Laura will delve into the strategies that empower challenger brands to outmanoeuvre their larger competitors.

In this keynote, Laura shares how entrepreneurs can carve out space in competitive markets by:

• Exploiting the gaps: How to find and serve a forgotten part of the market really well - and how to cater to new customers as you grow 
• Mastering the marketplace: How to get valuable insights into customer behavior and sell and service customers online 
• Pairing up with partners: How to pick a partner that helps you to double down on your customers or stretch out to new markets 
• Staying true to your values: Why a compelling brand story and purpose isn’t just for the sake of marketing — it attracts partners, builds loyalty, and fuels long-term growth

Whether you're a startup looking to disrupt an industry or an established business seeking to innovate, Laura's insights will provide you with the tools and inspiration to level the playing field and take on the giants.