The process of developing and successfully achieving endorsement of a strategic plan formulated for the Australian Venison Industry is presented in this paper, the first in a series of four papers on this theme. The endorsed strategic plan recommends that the industry should establish market focussed alliances with the aim of delivering a specified product to an identified target market. It also proposes generic industry policies and initiatives and suggests a stronger commercial focus for the RIRDC research model. The development process of the strategic plan relied on the integration of both analytical and relationship methodologies. This paper will detail the rationale underpinning this integrated approach together with its application to developing a strategic plan that could be ultimately supported by the industry.