Pitching & Packaging for Partnerships : How to Land Amazing Deals & Tell If They're Working Peter Pham CEO BillShrink

Peter Pham

CEO BillShrink

Why Partner? Do more with less Focus on what you do best and what creates your competitive advantage Leverage each other for the benefit of both Traffic Revenue Users

Do more with less

Focus on what you do best and what creates your competitive advantage

Leverage each other for the benefit of both

Traffic

Revenue

Users

You Get.. Partners can help accelerate Brand awareness Legitimize your technology Make you seem bigger than you are..

Partners can help accelerate

Brand awareness

Legitimize your technology

Make you seem bigger than you are..

They get to upgrade.. “ You’ve built what we’ve wanted to for years, but just didn’t have the resources”

“ You’ve built what we’ve wanted to for years, but just didn’t have the resources”

What to look for Find combination of small startups – nimble quicker deals larger partners – bigger numbers but slow Find deals that are win-win or you will lose-lose

Find combination of

small startups – nimble quicker deals

larger partners – bigger numbers but slow

Find deals that are win-win or you will lose-lose

Examples

Examples

Research upstream/downstream traffic competitors of possible partners Demographic profile Reach Stay on top of your space with a great RSS reader and follow your space religiously Techcrunch techmeme etc to find similar deals or gaps in potential partner products

upstream/downstream traffic

competitors of possible partners

Demographic profile

Reach

Stay on top of your space with a great RSS reader and follow your space religiously

Techcrunch techmeme etc to find similar deals or gaps in potential partner products

Competitors Google Alerts is your friend Do the same research for your competitors as you would partners Find their traffic sources – SEO, SEM, partners and see how you can win

Google Alerts is your friend

Do the same research for your competitors as you would partners

Find their traffic sources – SEO, SEM, partners and see how you can win

Networking Great list for 2009 conferences at http://andrewchenblog.com Use your Advisors and Investors for Intro’s

Great list for 2009 conferences at http://andrewchenblog.com

Use your Advisors and Investors for Intro’s

Deal Hunting It’s never too early to start don’t wait till you’re “ready” Big game hunting takes months so start early hunting

It’s never too early to start don’t wait till you’re “ready”

Big game hunting takes months so start early

Pitch Find their hot button (if you did your market research you’d know) Template, but customize the pitch based on the hot button Mockup, mockup, mockup (do the thinking for them)

Find their hot button (if you did your market research you’d know)

Template, but customize the pitch based on the hot button

Mockup, mockup, mockup (do the thinking for them)

Move the deal forward Know their competitors cold Nothing moves partners faster than knowing you are working with their competitor Set deadlines that you need to make strategic decision on who to work with Keep driving the deal Weekly status updates of who owes what to whom Weekly or weekly calls with a PM

Know their competitors cold

Nothing moves partners faster than knowing you are working with their competitor

Set deadlines that you need to make strategic decision on who to work with

Keep driving the deal

Weekly status updates of who owes what to whom

Weekly or weekly calls with a PM

Legal Get a lawyer involved early Remember it’s your IP, you are NOT co-developing. Iframes, API’s are ideal Indemnification, who owns the user rights to market to the user), and try to avoid exclusive deals Right to their marks, joint press release and use of their branding Privacy policy, terms of use, etc.

Get a lawyer involved early

Remember it’s your IP, you are NOT co-developing.

Iframes, API’s are ideal

Indemnification, who owns the user rights to market to the user), and try to avoid exclusive deals

Right to their marks, joint press release and use of their branding

Privacy policy, terms of use, etc.

And get a good lawyer…

Replicate and Scale Through deal flow - Learn what everyone’s needs and limitations are Start building the scalable infrastructure early Build out demo sites for partners Nothing sells better than something they can touch Can you build a simple self serve version? Javascript, iframes, API’s etc.

Through deal flow - Learn what everyone’s needs and limitations are

Start building the scalable infrastructure early

Build out demo sites for partners

Nothing sells better than something they can touch

Can you build a simple self serve version?

Javascript, iframes, API’s etc.

Which deal to do when Value Does doing this deal increase value to the company Revenue Realistic annual revenue potential Reach How large is their reach and what % will you get Brand How much PR/brand value is this deal Will it help you get the next deal? Effort How much time/effort vs. other thngs

Value

Does doing this deal increase value to the company

Revenue

Realistic annual revenue potential

Reach

How large is their reach and what % will you get

Brand

How much PR/brand value is this deal

Will it help you get the next deal?

Effort

How much time/effort vs. other thngs

Measure Manage by Measuring manage expectations consistently by providing data Click thru, conversions, lifetime value, revenue, uniques etc Send monthly reports so there’s no surprises Get more deals Case studies, references, PR all driven by numbers

Manage by Measuring

manage expectations consistently by providing data

Click thru, conversions, lifetime value, revenue, uniques etc

Send monthly reports so there’s no surprises

Get more deals

Case studies, references, PR all driven by numbers

[email_address] Twitter - @peterpham

[email_address]

Twitter - @peterpham