Australian consultancy 24HRBP lands on Singapore's shores

Australian business planning consultancy, 24HR Business Plan (24HRBP) is setting up shop in Singapore as it looks to expand its footprint across the APAC region. This, according to the consultancy, is part of its long-term growth strategy.

Alongside the new office in Singapore, the consultancy is also appointing Tobias Wilson (pictured left), Michel Goedegebuure (pictured middle) and James Layard (pictured right) as senior advisors and inaugural members of 24HRBP’s Singaporean team. The newly appointed leaders were former CEOs in the technology, shipping and consulting industries, respectively.

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Wilson will be leading the Singapore office and business in the country. He will report to Andrew Baxter, the founder of 24HRBP.

“Wilson has been brought on to land and expand the current team in our first international office outside of Australia. Given his expertise in launching and growing businesses in Asia Pacific, and broader experience in general as a C-suite executive, it was a simple decision to make for us, even though the stakes are high," said Baxter to MARKETING-INTERACTIVE.

He added that day to day, Wilson will collaborate with the regional teams to make sure it's go-to-market strategies and efforts are aligned. He will also be on the lookout for opportunities for 24HR in SEA and beyond as well as recruiting senior professionals to the businesses advisory panel to help 24HR BP service its increasing customer base as well as new verticals and markets we enter.

"Singapore is an incredible leap for us as a business and we're extremely grateful to our clients and teams for allowing us to get here, but it's just the beginning, as we already have advanced conversations happening in three other major global markets,” said Baxter. 

On his appointment, Wilson said, “I am excited to work with Goedegebuure and Layard to bring 24HRBP's proposition and capabilities to Singapore and beyond, to kickstart companies’ 3 to 5-year growth plans. Our unique offering and fresh approach to business planning is designed to generate practical input and achieve alignment right across an organisation; it is the perfect fit for SMEs through to larger companies looking for a business reset.”

He went on to add that he has found pleasure and success in finding new opportunities and exploring new ways to drive explosive yet sustainable growth in my own companies or roles that he has held. “Leading 24HRBP’s Singapore team is the perfect way to deliver on my professional modus operandi and also be part of the “next big thing”. I can’t wait to join forces with Goedegebuure and Layard and get started,” Wilson added.

24HRBP has capabilities in business operations, business strategy and business growth plan development. Its international expansion into Singapore, according to the consultancy, is in direct response to market demand which has seen a growing roster of APAC clients who want access to the agency’s innovative advisory approach. Additionally, it is closely aligned with the Singapore government’s enterprise strategy to support local business innovation and overseas expansion.

Baxter noted that globally, the pandemic made it abundantly clear to business leaders that future success will only come to those who build resilience while planning for growth.

“Despite prevailing uncertainty and economic headwinds, many Singaporean businesses recognise the need to deepen their in-market presence and explore overseas opportunities. 24HRBP helps leaders refocus and make strategic decisions. In the aftermath of the pandemic, its simple yet effective approach will get Singaporean leaders back on track, and help them build momentum to achieve significant growth,” Baxter added.

He went on to add that Singapore makes for a safe business hub especially since 99% of its enterprise landscape is made up of SMEs. A springboard into the region, it becomes a natural choice for Singapore to be the consultancy’s international market launch.

“Singapore is just the start of our Asian expansion, and I am delighted to welcome Wilson to lead the team in this burgeoning market,” he added.

Most recently the chief growth officer of APAC at MediaMonks, Wilson brings with him more than 20 years of senior leadership experience to 24HRBP. With a deep understanding of the creative, start-up and tech sectors garnered from holding senior roles in agencies, startups and industry bodies across the APAC region.

During his most recent tenure at publicly listed company, S4 Capital's Media.Monks from 2019 to 2022, he played a major role in growing the APAC team from ten to over 1000, honing his leadership, business strategy, revenue building and market expansion and communications skills in the process.

Layard spent the last 25 years based in Asia Pacific and has deep experience in the consumer, manufacturing, 3PL, telco and retail sectors. He is currently the CEO at Singapore PE firm, Geronimo. Goedegebuure on the other hand, has managed international programs for Airbus, overseeing the design and industrialization of aerostructures for renowned aircraft. Simultaneously, he has also led company-wide improvement projects for configuration and performance management. 

“I could not be more thrilled with the calibre of Singapore’s senior advisory team and what their combined skills bring to the Singaporean market, I am confident they will build something truly different in this flourishing market,” Baxter said.

24HRBP joins a long list of companies that have set up shop in Singapore recently. For instance, Malaysian digital agency, Digital Symphony is expanding into Singapore with a new office and has appointed Chrix Yong as its managing director to lead the Singapore office, along with other regional markets.

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