Premiumisation Partners
Premiumisation Partners is an Australian boutique consultancy, founded 2019 and based in Manly Vale, that helps B2B and B2C organisations accelerate growth through premiumisation strategy, AI-enabled diagnostics, team alignment, and targeted NEO consumer engagement, delivered via the Value Growth Accelerator and related strategy engagements.
- Company typePrivate
- Founded2019
- HeadquartersManly Vale, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Premiumisation Partners does
Premiumisation Partners is an Australian boutique management consultancy founded in 2019 by Jonathan Coles and Iain Good, headquartered in Manly Vale (Sydney), providing premiumisation strategy, growth advisory, diagnostics, and executive coaching to B2B and B2C organisations ranging from startups to enterprise. Its core offering is the Value Growth Accelerator, a one-month AI-enabled diagnostic programme priced at A$9,000 plus GST, delivered through the proprietary Coogee AI platform and underpinned by the Mindshop Change Success Model and an 8-step Customer Value Journey framework. Adjacent service modules — Customer Intelligence, Business DNA articulation, NEO consumer targeting, Implementation & Change Management, Marketing & Sales Execution, Innovation, Leadership Coaching, and a Fractional CSO/CMO retained engagement — extend the base programme into longer 4-month strategy and implementation engagements at A$9,000 per month.
The firm monetises through professional-services fees structured as workshops (A$1,750), one-off accelerator packages, multi-month strategy subscriptions, and research projects starting at A$20,000, with a discounted A$500 diagnostic tier for Business NSW members. Go-to-market is sales-led, combining direct founder engagement, partner referrals (Business NSW, Mindshop global network), co-hosted masterclasses and webinars, and free online diagnostics as lead-generation tools. A differentiating data and intellectual-property layer comes from partnerships with Roy Morgan (Single Source database of 800,000+ consumer interviews) and Dr Ross Honeywill's NEO (New Economic Order) typology, which the firm uses to identify and target the 24% of Australian consumers driving 75% of discretionary spending. The business is privately held, founder-owned, with no institutional funding disclosed.
Premiumisation Partners firmographics
Firmographics- Name
- Premiumisation Partners
- Legal name
- Premiumisation Partners
- Website
- https://premiumisation.com.au
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Premiumisation Partners is an Australian boutique consultancy, founded 2019 and based in Manly Vale, that helps B2B and B2C organisations accelerate growth through premiumisation strategy, AI-enabled diagnostics, team alignment, and targeted NEO consumer engagement, delivered via the Value Growth Accelerator and related strategy engagements.
- Ownership category
- akta.pro rank
Premiumisation Partners industry classification
Industry- Product category
- Management Consulting
- NAICS
- Marketing Consulting Services (541613)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Strategic Partnerships, Alliances & JVs Advisory (BPAHADAI)
Keywords
Where Premiumisation Partners is headquartered
LocationHeadquarters
- HQ city
- Manly Vale
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Premiumisation Partners business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Business Consulting and Strategy Services: Core revenue stream from providing alignment and growth consulting services, including workshops, strategic planning, and implementation support. Services are delivered through foundational Value Growth Accelerator engagements or tailored solutions. Revenue is generated through project-based fees structured around specific deliverables and durations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Value Growth Priorities Workshop - 90 minute team alignment session |
| One time/ perpetual license | Pay-as-you-go | Value Growth Accelerator - 1 month AI-powered assessment |
| Subscription | Multi-year contract | Value Growth Strategy & 90 Day Implementation Plan - 4 months |
| Other | Pay-as-you-go | Research and Customer Intelligence Projects |
| One time/ perpetual license | Pay-as-you-go | Business NSW Member Diagnostic & Action Plan |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Premiumisation Partners product offering
Product offeringCore offering
Premiumisation Partners provides premiumisation strategy, growth advisory, customer value diagnostics, and team alignment coaching to Australian businesses. Core offerings include the Value Growth Priorities Workshop (90-minute alignment session), the Value Growth Accelerator (1-month AI-powered programme powered by Coogee AI delivering 5 strategic recommendations), and the Value Growth Strategy & 90 Day Implementation Plan (4-month engagement defining growth strategy, brand DNA, competitive advantage, and execution). The firm also delivers Customer Intelligence research, NEO premium customer targeting, Fractional CSO/CMO engagements, and Leadership & Team Coaching.
Product overview
Premiumisation Partners offers a portfolio of consulting and advisory services centred on premiumisation strategy, customer value alignment, and business growth acceleration. The core offering is the Value Growth Accelerator, an AI-enabled programme that delivers rapid wins and strategic recommendations, which can be extended into the comprehensive Value Growth Strategy & 90 Day Implementation Plan. These foundational services are supplemented by modular components including Customer Intelligence (AI/NLP analytics), Strategy & Vision Development, Premium Customer/NEO Targeting, Business DNA & Brand Perception, Implementation & Change Management, Customer Acquisition & Retention, Marketing & Sales Execution, Innovation & Creativity, Leadership & Team Coaching, and Fractional CSO/CMO. Services are delivered through the Mindshop platform for diagnostics and supported by Coogee AI for the Value Growth Accelerator. The company also provides a Value Growth Priorities Workshop as an entry-point diagnostic. All services are available independently or as integrated engagements.
Differentiator
Problem solved
Functional benefit
Products and services
- Value Growth Priorities Workshop A foundational 90-minute alignment workshop using Profit and Growth and Customer Value Diagnostics to establish priorities and optimise resource allocation. Priced at $1,750 plus GST. For business leaders and teams seeking a starting point for premiumisation and growth.
- Value Growth Accelerator (Powered by Coogee AI) A rapid 1-month value growth programme powered by Coogee AI delivering quick wins and 5 strategic recommendations to increase customer value, build competitive advantage, and drive revenue and margin growth. Combines AI-enabled analysis with proven frameworks. Priced at $9,000 plus GST. For businesses seeking fast, structured growth insights.
- Value Growth Strategy & 90 Day Implementation Plan A 4-month engagement defining growth strategy and rapid 90-day implementation plan, encompassing business vision, customer insights, competitive advantage, Brand DNA evaluation, and continuous measurement across the 8-step Customer Value Journey. Priced at $9,000 plus GST per month. For organisations seeking premiumisation strategy and execution support.
- Customer Intelligence External and internal customer research using AI and NLP-enabled analytics to identify choice factor importance, value gaps, and growth opportunities, aligning teams with customer reality. Research projects typically start at $20K plus GST. For businesses needing deep customer insight to inform strategy.
- Premium Customer / NEO Targeting Consumer segmentation service using the NEO (New Economic Order) typology developed by Dr. Ross Honeywill, targeting high-spending customer segments using the Roy Morgan Single Source database for acquisition and retention. For B2C organisations seeking to reach Australia's highest-spending 24% of consumers who drive 75% of discretionary spending.
- Fractional CSO/CMO Part-time senior marketing and sales leadership support to guide business leaders and teams in delivering growth objectives through retained engagement. For growing organisations needing senior strategic leadership without a full-time executive hire.
- Leadership & Team Coaching
Quantifiable outcome
- Customer Aligned Companies are 60% more profitable
- +3 more outcomes
Companies that use Premiumisation Partners
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles4 records
Premiumisation Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Premiumisation Partners partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Business NSWcoreAppointed as Strategy Development & Execution Management partners of Business NSW to support the success and wellbeing of the NSW business community. Partnership includes co-hosting masterclass webinars, providing diagnostics, and offering consulting services to Business NSW members.
- MindshopcoreGlobal network providing diagnostic tools, resources, and training for tailored advisory services in Growth, Profit, Leadership, Strategy and Implementation, built on Mindshop's Change Success model.
- Roy MorgancoreAustralia's leading Consumer, Industry and Market Research company providing unparalleled market understanding and access to NEO (New Economic Order) audiences through quantitative and qualitative data.
- The Right CustomercorePartnership with Dr Ross Honeywill and The Right Customer for NEO (New Economic Order) consumer framework and AI Agentic NEO OS platform for targeting highest-spending Australian consumers.
- Head & HeartminorCreative agency specialising in advertising, content, and branding that engages both head and heart. Part of network of creators for tailored client solutions.
- Friendly PersuasionminorCopywriting agency that crafts the English language into a powerful point of difference for brand communications.
- Sling & StoneminorGlobal PR and communications agency that uncovers, crafts and shares stories for ambitious brands shaping the future.
- Ultimate EdgeminorMedia strategy and buying, creative production, marketing automation, and intelligence agency delivering a fully integrated closed feedback loop.
- Dr Ross HoneywillcoreFounder of NEO (New Economic Order) consumer typology and creator of algorithm to identify NEO consumers on Roy Morgan Single Source database. Provides expertise in combining spending propensity data with neuroscience.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Premiumisation Partners competitors and assessment
Company assessmentDirect peers
- Simon-Kucher & Partners: Simon-Kucher is a global consultancy specialising in pricing, monetisation and sales strategy. Premiumisation Partners' value proposition on unlocking pricing power and overcoming discounting pressure maps closely to Simon-Kucher's core practice areas.
- Prophet: Prophet is a global brand and marketing strategy consultancy focused on growth, customer experience and brand-led transformation - directly comparable to Premiumisation Partners' premiumisation, brand DNA and customer value journey work.
- Lippincott: Lippincott is a brand strategy and identity consultancy that helps companies articulate distinctive brand positioning and drive pricing power - the same core outcome Premiumisation Partners sells through its Business DNA and premiumisation engagements.
- Mindshop: Mindshop is the platform partner that provides the diagnostics, frameworks and advisor network Premiumisation Partners uses. It also licenses similar AI-enabled diagnostic tools directly to a global network of business advisors, making it both a partner and a partial competitive overlap in the SMB advisory space.
- The Cambridge Group: The Cambridge Group is a growth strategy consultancy built around deep consumer segmentation and demand analytics - directly analogous to Premiumisation Partners' NEO consumer targeting and Customer Intelligence modules.
Broad incumbents
- McKinsey & Company: McKinsey is a global management consulting incumbent that sells growth, marketing and sales strategy across all industries. It competes with Premiumisation Partners at the top end of the strategy premiumisation space, but lacks the firm's NEO-specialist niche.
- Deloitte Consulting: Deloitte's Human Capital, Strategy & Analytics and Customer & Marketing practices overlap with Premiumisation Partners' services, and the firm even cites Deloitte research ('Customer Aligned Companies are 60% more profitable') as part of its own thought leadership.
- Bain & Company: Bain is a global strategy consultancy with a strong customer strategy and pricing practice that overlaps with Premiumisation Partners' premiumisation work, particularly through its Elements of Value framework.
Others
- Roy Morgan Research: Roy Morgan is both a data partner (providing Single Source access to Premiumisation Partners) and an adjacent research provider that publishes its own consumer insights and strategy reports, making it a complementary rather than directly competing entity.
Regional players
- Bastion Collective: Bastion Collective is an Australian-owned integrated brand, communications and marketing services group that operates in the same premiumisation and brand strategy space as Premiumisation Partners but with a broader agency service offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Premiumisation Partners social profiles
Digital presencePremiumisation Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
Premiumisation Partners leadership team
Management profileNumber of profiles
Profiles2 records
Premiumisation Partners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Premiumisation Partners M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Premiumisation Partners
What does Premiumisation Partners do?
Premiumisation Partners provides premiumisation strategy, growth advisory, customer value diagnostics, and team alignment coaching to Australian businesses. Core offerings include the Value Growth Priorities Workshop (90-minute alignment session), the Value Growth Accelerator (1-month AI-powered programme powered by Coogee AI delivering 5 strategic recommendations), and the Value Growth Strategy & 90 Day Implementation Plan (4-month engagement defining growth strategy, brand DNA, competitive advantage, and execution). The firm also delivers Customer Intelligence research, NEO premium customer targeting, Fractional CSO/CMO engagements, and Leadership & Team Coaching.
Is Premiumisation Partners a public or private company?
Premiumisation Partners is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Premiumisation Partners founded?
Premiumisation Partners was founded in 2019. It employs 1 to 10 people.
Where is Premiumisation Partners based?
Premiumisation Partners is headquartered in Manly Vale, Australia, in the Oceania region.
How does Premiumisation Partners make money?
One revenue line is on record: business Consulting and Strategy Services.
Who are Premiumisation Partners's main competitors?
Direct peers on record are Simon-Kucher & Partners, Prophet, Lippincott, Mindshop and The Cambridge Group. Broad incumbents are McKinsey & Company, Deloitte Consulting and Bain & Company. Roy Morgan Research is listed as an others. Bastion Collective is listed as a regional player.
Does Premiumisation Partners have an API?
No public API is recorded for Premiumisation Partners.
What industry is Premiumisation Partners in?
Premiumisation Partners's product category is Management Consulting. Its primary akta.pro industry code is BPAHADAI, Strategic Partnerships, Alliances & JVs Advisory. Its NAICS code is 541613 and its SIC code is 8742.