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Steve Blank Jon Feiber Jon Burke http://i245.stanford.edu/ The Lean LaunchPad Lecture 7: Partners

The Lean LaunchPad Lecture 7: Partners

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Steve Blank Jon Feiber Jon Burke http://i245.stanford.edu /. The Lean LaunchPad Lecture 7: Partners. value proposition. key activities. customer relationships. key partners. customer segments. cost structure. revenue streams. key resources. channels. 1. images by JAM. - PowerPoint PPT Presentation

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Page 1: The Lean  LaunchPad Lecture 7: Partners

Steve BlankJon FeiberJon Burke

http://i245.stanford.edu/

The Lean LaunchPad

Lecture 7: Partners

Page 2: The Lean  LaunchPad Lecture 7: Partners

2images by JAM

customer segments

key partners

cost structure

revenue streams

channels

customer relationships

key activities

key resources

value proposition

Page 3: The Lean  LaunchPad Lecture 7: Partners

KEY PARTNERS

which partners and suppliers leverage your model?

who do you need to rely on?

Page 4: The Lean  LaunchPad Lecture 7: Partners

Test Hypotheses: Key Partners

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Page 5: The Lean  LaunchPad Lecture 7: Partners

What defines a “Partner?”

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• Shared economics

• Mutual success / failure

• Co-development/invention

• Common customer

But remember - you’re a startup

Page 6: The Lean  LaunchPad Lecture 7: Partners

Why have partners?

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● Faster time to market

● Broader product offering

● More efficient use of capital

● Unique customer knowledge or expertise

● Access to new markets

Page 7: The Lean  LaunchPad Lecture 7: Partners

Partners – Physical Channels

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• Strategic alliances

• Joint new business development efforts

• “Coopetition,” (cooperation between competitors)

• Key supplier relationships

Page 8: The Lean  LaunchPad Lecture 7: Partners

Partners – Strategic Alliances

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• Reduce the list of things your startup needs to build or provide to offer a complete product or service.

• Use partners to build the “whole product”

• using 3rd parties to provide a customer with a complete solution

• complement your core product with other products or services

• Training, installation, service, etc

Page 9: The Lean  LaunchPad Lecture 7: Partners

Partners – Joint Business Development

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• Joint promotion of complementary products• Share advertising, marketing, and sales programs

• One may be the dominant player• Intel offered advertising fees to PC Vendors

Page 10: The Lean  LaunchPad Lecture 7: Partners

Partners – Coopetition

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• Joint promotion of competitive products

• Competitors might join together in programs to grow awareness of their industry

• Tradeshows

• Industry Associations

Page 11: The Lean  LaunchPad Lecture 7: Partners

Partners – Key Suppliers

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• Outsource suppliers• Backoffice, supply chain, manufacturing

• Direct suppliers• Components, raw materials, etc.

Page 12: The Lean  LaunchPad Lecture 7: Partners

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Startup mistakeStrategic alliances and joint partnerships

Not needed for EarlyvangelistsAre needed for Mainstream customers

Usually fail

Page 13: The Lean  LaunchPad Lecture 7: Partners

Traffic Partners – Virtual Channels

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• Long-term agreements with other companies • deliver long-term, predictable levels of customers • “Cross referral” or swapping basis• Paid on a per-referral basis• Partners drive traffic using text-links, with onsite promotions, and

with ads on the referring site• Partners sometimes exchange email lists

Page 14: The Lean  LaunchPad Lecture 7: Partners

Partnership Disaster: Boeing

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CollaborativeLooked great on paper.

Worst business decision of the 21st century

Page 15: The Lean  LaunchPad Lecture 7: Partners

Mobile Location Based ApplicationsCollaborative Partner

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Page 16: The Lean  LaunchPad Lecture 7: Partners

Managing partners - risks

• Impendence mismatch• Longest of partners schedule becomes your longest item• No clear ownership of customer• Products lack vision – shared product design• Different underlying objectives in relationship• Churn in partners strategy or personnel• IP issues • Difficult to unwind or end

Page 17: The Lean  LaunchPad Lecture 7: Partners

Startup Partner Strategies

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• Don’t confuse partners for Earlyvangelists vs. mainstream• Don’t confuse big company partnering with startup strategy• Find the one that gives you an unfair advantage

– Air Supply strategy

• Recognize you don’t matter to a large partner

Page 18: The Lean  LaunchPad Lecture 7: Partners

Team Deliverable for Next Week

• What partners will you need?• Why do you need them  • Why will they partner with you?• What’s the cost of the partnership?• Talk to actual  partners

• Summarized in a 5 Minute PowerPoint Presentation