Profile: Barbara Hoisl – Virtual Strategy Officer

Barbara Hoisl - Virtual Strategy Officer

Barbara Hoisl

My work is based on deep expertise regarding the specific market dynamics and unique business models that characterize the high-tech industry.

I draw on many years of direct, first-hand experience in the global software and Internet industry: I’ve worked in business planning, strategy and M&A for HP Software – a leading global enterprise software vendor. More recently, I’ve been consulting software and Internet startups here in Europe.

Earlier in my career, I managed development for a complex enterprise software product line at HP, so I know the operational side of the technology business as well.

Areas of Expertise

Developing and implementing growth strategies:
strategic competitive analysis, setting aggressive, yet realistic growth targets,
developing a comprehensive business plan to achieve targets

Strategic business development:
developing partnerships and strategic alliances, strategic M&A (sell-side and buy-side)

Strategies for successful market entry, especially for new product categories:
ar positioningproduct strategy, development of business model and business plan

Unique Competencies

Broad experience in developing profitable digital business models:
classic software licensing model, SaaS, cloud offerings, freemium models, multi-sided markets

Deep understanding of growth and innovation models for the technology sector:
from „Crossing the Chasm“ to „Customer Development“ and „Lean Startup“

Application of strategy and planning methods:
evaluation of technology and market trends, scenario planning / corporate foresight, strategic competitive analysis

Proven ability to work on the executive level, as well as internationally and across cultures
(Europe incl. Eastern Europe, USA, India)

Excellent understanding of implementation challenges:
experience as project manager and R&D manager,
delivering complex enterprise software products to the global market


since 2010 // Virtual Strategy Officer for Software and Internet Businesses

Customer segments: enterprise software, digital music, mobile e-commerce, next generation mobility
Consulting services: development of partnering strategy; market analysis;
development of positioning, business model, and growth strategy;
creating complete package for investor search (German and English)

since 2009 // Coaching of Software and Internet Startups

Coaching regarding business model, strategic direction, positioning, business plan development

1995-2009 // Hewlett-Packard

2007-2009 // HP Strategy and Corporate Development: strategy and M&A for HP Software
growth strategy for several HP Software product businesses;
driving a > 1 B$ M&A opportunity through the initial offer stage

2003-2007 // Business Strategy Manager for HP Management Software:
growth strategy that tripled revenue from 2005 to 2007;
business planning, strategic alliances, portfolio forecasting for > 700 M$ SW business

2001-2003 // Program Manager: New Business Creation for HP Software
investigation of emerging technologies, assessment of market and portfolio impact,
strategic competitive analysis

1999-2001 // R&D Manager: Software Development;
full people management responsibility

1997-1999 // Project Manager: establishing HP Software Operations product in the Sun eco-system
solving a complex co-opetition challenge, enabling HP to sell into Solaris-centric customer environments;
generating significant additional revenue that made the product #1 in its market  

1997 // Software Architect: HP Operations Management product for Windows NT
architecture and key requirements for the division’s first product in the emerging Windows NT market

1995-1997 // Partner Integration Consultant: HP Operations Management software
enabled technical integrations by strategic alliance partners;
key contributions to global alliance and OEM contracts 

1994-1995 // Technical University of Kaiserslautern

Full-time research scientist / consultant: multi-national, EU-funded technology transfer project

1989-1993 // Freelance Trainer – UNIX for IT Professionals

UNIX, C, advanced system and network programming

1993 // Master in Computer Science

with minor in Business Administration; Technical University of Kaiserslautern, Germany

Additional Information


Interests: Entrepreneurship, trends, strategy, creating a sustainable future

HobbiesArt and design, knitting, nordic walking, yoga

Languages: Native speaker of German, excellent written and oral skills in English

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