B2B Use Cases That Sell
$100 per ticket, or $20 with Compass Plus
Registration opens on Luma in a new tab.
The Product Bus is a Melbourne-based product strategy consultancy trusted by founders, teams and partners across Australia. We help founders, startups, growing businesses, and teams find commercial signal early, so you build the right thing for the right customer with real evidence behind the decision.
A use case only sells when the buyer can see themselves in it, quantify what it is worth, and trust that you can deliver it. This workshop takes your own product through every part of that, in one focused session, and puts your finished use case in front of peers before you put it in front of a real buyer. Over 2.5 hours you will work through five stages applied to your own product: the buyer and the moment they decide to act, the cost of their current situation, the outcome they are actually buying, the evidence that makes your claim believable, and how the same use case has to work for the different people who influence, use and approve a business purchase. Most of the time is spent working on your own product and being worked with, not listening. The session ends with a structured peer review where other founders challenge your use case against a clear checklist, so you find its weakest point in the room rather than in a lost deal. You will leave with a completed use case covering all five stages, an evidence list with your biggest gap identified and a way to close it, a map of your buying group, and the sharpest challenge your peers put to you. You will also leave with one specific next step to test within 48 hours. Best suited to founders who have a product or clear product concept and at least one buyer in mind. Also available as an in-house session for universities, accelerators and innovation programs.