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When it comes to growing your organisation or setting your direction, always start with strategy!

A clear strategy acts as a blueprint for your organisation: creating a competitive advantage and providing a framework by which to make crucial decisions.

At BlueFish Strategic Planning, we work with Boards, Executive Teams and Business Owners to develop and implement Strategic Plans that deliver sustainable, profitable growth.

“Effort and courage are not enough without purpose and direction”

John F. Kennedy

Why choose BlueFish Strategic Planning?

We understand the transformative power of a clear, compelling and engaging strategy… and why so many organisations put strategy in the ‘too hard’ basket. Far too many plans fail because organisations struggle to gain buy-in or don’t have the resources in place for their strategic plans to be effective in market.

At BlueFish we combine our passion for strategic planning with communications expertise to develop clear, compelling plans which are embedded in the organisation & embraced by key stakeholders… setting you up for success.

“BlueFish makes strategic planning simple through a clear process, strong communication and true engagement.”

Sarah Ford GAICD

BlueFish Strategic Team

Our team of highly skilled facilitators, strategists and communications experts are hand-picked to help elevate your business. We bring decades of experience in leading effective strategic planning workshops, crafting and executing plans, generating engagement, and aligning tools with your goals.

We’re confident working with Boards, CEOs and Business owners and provide a highly of support as a one-off or for as long as you need.

Strategy Lead

Sarah Ford GAICD
Strategy Lead

Anthony Toovey GM
Research Director

Sasha Cordeiro
Creative Director

Jodie Poljak
Strategy Lead

Sarah Ford GAICD

With over 25 years of business experience, Sarah believes that true success always starts with a clear and compelling strategy. Since founding BlueFish in 2009, Sarah has partnered with CEOs, executive teams, and business owners to craft and execute strategic plans that drive sustainable, profitable growth. Her extensive experience spans diverse industries—FMCG, B2B, government, and non-profits—providing her with unique insights into the complex challenges organisations face today and a deep understanding of what it takes to succeed.

Strategy Lead

Anthony Toovey GM

With over 20 years of experience, Anthony is a strategic, results-driven business leader dedicated to creating practical strategies that deliver real-world results. His career spans a broad array of industries—from FMCG and agriculture to leisure, fashion, non-profit, and QSR—as well as extensive experience in media and corporate PR. Known for his strong emotional intelligence and commitment to client success, Anthony quickly delivers implementable strategies for commercial success.

Research Director

Sasha Cordeiro

Sasha of Bedrock Insight is an essential part of our team, with research which provides clear, actionable direction. All research companies provide insight. Bedrock Insight goes further. Their blue-chip client-side experience gives them a unique perspective on turning research into action. All their reports provide sensible, commercially practical recommendations to ensure your subsequent strategies and plans are based on a bedrock of consumer insight.

Creative Director

Jodie Poljak

Jodie partners with brand strategists, marketing leaders, and entrepreneurs to elevate their business and bring their visions to life. With expertise in digital design, illustration, and infographics, Jodie excels in both working with existing brand assets and guidelines along with crafting entirely new brand identities and corporate resources. Leveraging her senior design skills and talent for visual storytelling, Jodie collaborates closely with teams to enhance strategic plans, build stakeholder alignment, and drive meaningful engagement.

We work collaboratively with your team, developing a tailored approach and guiding you through every stage of the process:

1. ORGANISATIONAL REVIEW

We’ll conduct a discovery session to better understand your targeted outcomes, identify key challenges and opportunities and define your purpose.

2. STRATEGIC PLANNING SESSIONS

From a meeting with your core team to a series of larger workshops, effective planning sessions do so much more than clarify your vision. They build engagement, tap into combined expertise and address any business, market, competitor or customer challenges.

3. EMBEDDING STRATEGY INTO YOUR PLANS

We provide our popular ‘plan on a page’ to keep your strategic plan top of mind and clearly articulate areas of focus. We can help you consider budget & resourcing to delivery your plan, comms to effectively build stakeholder & business-wide engagement, and KPIs to reinforce priorities, measure & reward success.

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WHAT OUR CLIENTS ARE SAYING:

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"Sarah was integral in pulling our strategy together and bringing it to life in a clear and compelling way for key stakeholders. The complexities of government policy made the strategic planning process quite challenging. With a suite of tools and templates, Sarah and BlueFish strategy really simplified the process and helped generate support."

Senior Manager
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"I had the pleasure of working with Sarah on the relaunch of the Hans brand, and her strategic planning skills were truly exceptional. Sarah demonstrated an impressive ability to analyze the market, identify key opportunities, and develop a comprehensive strategy that revitalized the brand. Her keen insights and meticulous planning resulted in a successful relaunch that not only enhanced brand recognition but also drove significant growth. Sarah's dedication, strategic vision, and ability to execute complex plans made a substantial impact on the project's success."

Paul Tredinnick- Former Marketing Director at Primo Foods
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"Every business, no matter what type or size it is, needs a customised strategy. Finding someone to do that can be extremely challenging. Sarah developed and put in place a strategy that helped “THRIVE” connect with clients who otherwise wouldn’t have known we existed. She took the time to understand what we did, how we did it and what our budget could accommodate, and then delivered and implemented plans that gave immediate results. We now have a clear understanding of how to reach our clients and which techniques work best for us."

Irene Leithhead, Wellness Manager and Senior Physiotherapist, Thrive
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"Bluefish Marketing uses a holistic approach to guide small businesses to large corporates to achieve their strategic goals with a passion that is contagious. Working alongside Sarah on the SCAD committee I have seen this wonderful charity grow consecutively year on year. Over the past 10 years SCAD has consistently increased charitable donations because of Sarah’ expertise, knowledge and business focus."

Leisa Gray – SCAD Committee member
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The ‘plan on a page’ overview that BlueFish Strategy created was highly successful in conveying our key challenges, strategic priorities and plans in an effective and visually appealing way.

Senior ManagerBlueFish Marketing