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PARTNERSHIP
DESIGN
Using the business model and partnership canvas
for designing business model collaborations

W: source.institute
E: bart@source.institute
T: @bartdoorneweert

Co-created with Ernst Houdkamp of Scherper Stellen
My	
  story	
  here	
  
COMPLETE THE
EXPERIENCE
FOR CUSTOMERS
Visual	
  by	
  Dave	
  Gray	
  
PARTNERSHIP INTENT
PARTNERSHIP INTENT
Source:	
  Shawn	
  Yeager	
  

FUNCTIONALITY 
- Do customers
expect you to "
create and "
deliver it?
Source:	
  Shawn	
  Yeager	
  

FUNCTIONALITY 
- Do customers
expect you to "
create and "
deliver it?

MARKET-SIZING"
- Is your addressable
market large enough
to sustain you?

PARTNERSHIP INTENT
FUNCTIONALITY 
- Do customers
expect you to "
create and "
deliver it?
Source:	
  Shawn	
  Yeager	
  

MARKET-SIZING"
- Is your addressable
market large enough
to sustain you?



TIME-TO-MARKET
- Time to market
important? "
If so, can you make it
on your own?



PARTNERSHIP INTENT
FUNCTIONALITY 
- Do customers
expect you to "
create and "
deliver it?
Source:	
  Shawn	
  Yeager	
  

MARKET-SIZING"
- Is your addressable
market large enough
to sustain you?



TIME-TO-MARKET
- Time to market
important? "
If so, can you make it
on your own?





RESOURCES
— do you have the"
skill sets, time, and
budget to develop "
the internally?

PARTNERSHIP INTENT
FUNCTIONALITY 
- Do customers
expect you to "
create and "
deliver it?
Source:	
  Shawn	
  Yeager	
  

MARKET-SIZING"
- Is your addressable
market large enough
to sustain you?



TIME-TO-MARKET
- Time to market
important? "
If so, can you make it
on your own?





RESOURCES
— do you have the"
skill sets, time, and
budget to develop "
the internally?

PARTNERSHIP INTENT
PARTNERSHIP
2 BUSINESS MODELS
CREATING VALUE
INTERDEPENDENTLY
PARTNERSHIPS
ARE HARD!
HARVARD BUSINESS REVIEW
[…] “few companies in our
experience take the time to
articulate their own business
model.

Fewer have any clear idea
about the business models of
their external relationships.” 
HENRY
CHESBROUGH
3	
  1	
  2	
  
3 QUESTIONS FOR
BETTER
COMMUNICATION
ABOUT PARTNERSHIPS
DOES PARTNERING
CONTRIBUTE TO 

OUR CORE
STRATEGY?
1	
  
NOW THE PARTNERSHIP
FITS TO YOUR CORE
STRATEGY!
WHAT DEAL
CAN WE OFFER
OUR PARTNER?
2	
  
THE DEAL’S
BUILDING
BLOCKS
PARTNERSHIP
FOUNDATION
THEPARTNERSHIPCANVAS
What	
  are	
  you	
  looking	
  for	
  in	
  a	
  
partner?	
  
What	
  are	
  you	
  looking	
  for	
  in	
  a	
  
partner?	
  
What	
  is	
  your	
  
matching	
  
offer?	
  
What	
  are	
  you	
  looking	
  for	
  in	
  a	
  
partner?	
  
What	
  is	
  your	
  
matching	
  
offer?	
  
How	
  will	
  you	
  
bring	
  together	
  
these	
  values?	
  
What	
  are	
  you	
  looking	
  for	
  in	
  a	
  
partner?	
  
What	
  is	
  your	
  
matching	
  
offer?	
  
How	
  will	
  you	
  
bring	
  together	
  
these	
  values?	
  
What output will
be created for
your businessmodel?
DESIGNING THE DEAL
WHAT DOES THE
DEAL LOOK LIKE
FROM OUR
PARTNER’S POINT
OF VIEW?
3	
  
Design your
partnership
What	
  is	
  the	
  
super	
  power	
  
you	
  can	
  
share?	
  
What	
  is	
  the	
  
super	
  power	
  
you	
  can	
  
share?	
  
What	
  super	
  power	
  would	
  you	
  like	
  to	
  have?	
  
What	
  is	
  the	
  
super	
  power	
  
you	
  can	
  
share?	
  
What	
  super	
  power	
  would	
  you	
  like	
  to	
  have?	
  
What	
  will	
  
these	
  powers	
  
make?	
  
Compare with your
neighbour
AN
EXAMPLE…
UNDERSTAND
Conventional
fruits
Special fruits
Conventional
fruits
Special fruits
AucGon	
  
AucGon	
  
Conventional
fruits
Special fruits
AucGon	
  
AucGon	
  
Super
market
Super
market
Conventional
fruits
Special fruits
AucGon	
  
AucGon	
  
Super
market
Super
market
Grading machine
Conventional
fruits
Special fruits
AucGon	
  
AucGon	
  
Super
market
Super
market
Special	
  offer	
  
Grading machine
Conventional
fruits
Special fruits
AucGon	
  
AucGon	
  
Super
market
Super
market
Special	
  offer	
  
Low	
  volumes	
  
Grading machine
Conventional
fruits
Special fruits
AucGon	
  
AucGon	
  
Super
market
Super
market
Special	
  offer	
  
Low	
  volumes	
  
Grading machine
High	
  volume	
  
Conventional
fruits
Special fruits
AucGon	
  
AucGon	
  
Super
market
Super
market
Special	
  offer	
  
Low	
  volumes	
  
Grading machine
High	
  volume	
  
Mass	
  shipment	
  
DESIGN
Super
market
Conventional
fruits
Special fruits
Super
market
Grading machineAucGon	
  
AucGon	
  
Super
market
Conventional
fruits
Special fruits
Super
market
Grading machineAucGon	
  
AucGon	
  
Super
market
Conventional
fruits
Special fruits
Super
market
Grading machineAucGon	
  
AucGon	
  
Special fruits
Grading machine
Super
market
Conventional
fruits
Special fruits
Super
market
Grading machineAucGon	
  
AucGon	
  
Special fruits
Grading machine
Conventional
fruits
Super
market
Conventional
fruits
Special fruits
Super
market
Grading machineAucGon	
  
AucGon	
  
Special fruits
Grading machine
Conventional
fruits
Combine orders
Super
market
Conventional
fruits
Special fruits
Super
market
Grading machineAucGon	
  
AucGon	
  
Special fruits
Grading machine
Conventional
fruits
Combine orders
Full stack of
fruits
Super
market
Conventional
fruits
Special fruits
Super
market
Grading machineAucGon	
  
AucGon	
  
Special fruits
Grading machine
Conventional
fruits
Combine orders
Full stack of
fruits Full stack of
fruits
Super
market
Conventional
fruits
Special fruits
Super
market
Grading machineAucGon	
  
AucGon	
  
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Full stack of
fruits Full stack of
fruits
COMPARE
Grading machine
Conventional
fruits Combine orders
Special fruits
Special fruits
Super
market
Grading machine
Direct
shipment
Super
market
Conventional
fruits
AucGon	
  
Full stack of
fruits Full stack of
fruits
Grading machine
Conventional
fruits Combine orders
Special fruits
Special fruits
Super
market
Grading machine
Direct
shipment
Super
market
Conventional
fruits
Gradingmachine
Full stack of
fruits Full stack of
fruits
AucGon	
  
Grading machine
Conventional
fruits Combine orders
Special fruits
Special fruits
Super
market
Grading machine
Direct
shipment
Super
market
Conventional
fruits
Gradingmachine
Full stack of
fruits Full stack of
fruits
AucGon	
  
Grading machine
Conventional
fruits Combine orders
Special fruits
Special fruits
Super
market
Grading machine
Direct
shipment
Super
market
Conventional
fruits
Gradingmachine
Full stack of
fruits Full stack of
fruits
Full stack of
fruits
Direct shipment
Grading machine
Conventional
fruits
Combine orders
Special fruits
Special fruits
Super
market
Grading machine
Direct
shipment
Super
market
Conventional
fruits
Direct shipment
Full stack of
fruits Full stack of
fruits
Full stack of
fruits
EVALUATE
THE VALUE CHECK
Super
market
Super
market
Special fruits
Grading machine
Conventional
fruits
Combine orders
Full stack of
fruits
Grading machine
Special fruits
Full stack of
fruits
Direct
shipment
Direct shipment
Full stack of
fruits
Conventional
fruits
Super
market
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
Full stack of
fruits
Special fruits
Full stack of
fruits
Full stack of
fruits
Conventional
fruits
Super
market
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
HIGHER	
  PRICES	
  
HIGHER	
  VOLUME	
  
Full stack of
fruits
Special fruits
Full stack of
fruits
Full stack of
fruits
Conventional
fruits
Super
market
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
HIGHER	
  PRICES	
  
HIGHER	
  VOLUME	
  
HIGHER	
  PRICES	
  
Full stack of
fruits
Special fruits
Full stack of
fruits
Full stack of
fruits
Conventional
fruits
Super
market
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
HIGHER	
  PRICES	
  
HIGHER	
  VOLUME	
  
HIGHER	
  PRICES	
  
Full stack of
fruits
Special fruits
Full stack of
fruits
Full stack of
fruits
Conventional
fruits
Super
market
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
HIGHER	
  PRICES	
  
HIGHER	
  VOLUME	
  
HIGHER	
  PRICES	
  NOTHING	
  
Full stack of
fruits
Special fruits
Full stack of
fruits
Full stack of
fruits
Conventional
fruits
Super
market
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
HIGHER	
  PRICES	
  
HIGHER	
  VOLUME	
  
HIGHER	
  PRICES	
  NOTHING	
  
Full stack of
fruits
Special fruits
Full stack of
fruits
Full stack of
fruits
Conventional
fruits
Super
market
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
HIGHER	
  PRICES	
  
HIGHER	
  VOLUME	
  
HIGHER	
  PRICES	
  NOTHING	
  
COST	
  ADVANTAGES	
  
FROM	
  JOINT	
  
SHIPMENT	
  
Full stack of
fruits
Special fruits
Full stack of
fruits
Full stack of
fruits
Conventional
fruits
THE COST CHECK
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
HIGHER	
  PRICES	
  
HIGHER	
  VOLUME	
  
HIGHER	
  PRICES	
  NOTHING	
  
COST	
  ADVANTAGES	
  
FROM	
  JOINT	
  
SHIPMENT	
  
Special fruits
Super
market
Full stack of
fruits Full stack of
fruits
Full stack of
fruits
Conventional
fruits
Super
market
Special fruits
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
HIGHER	
  PRICES	
  
HIGHER	
  VOLUME	
  
HIGHER	
  PRICES	
  NOTHING	
  
COST	
  ADVANTAGES	
  
FROM	
  JOINT	
  
SHIPMENT	
  
Full stack of
fruits Full stack of
fruits
Full stack of
fruits
Conventional
fruits
Combine orders
Super
market
Conventional
fruits
Special fruits
Super
market
Grading machine
Special fruits
Grading machine
Conventional
fruits
Combine orders
Direct
shipment
Direct shipment
HIGHER	
  PRICES	
  
HIGHER	
  VOLUME	
  
HIGHER	
  PRICES	
  NOTHING	
  
COST	
  ADVANTAGES	
  
FROM	
  JOINT	
  SHIPMENT	
  
ORDER	
  FULFILLMENT	
  
Combine orders
Full stack of
fruits Full stack of
fruits
Full stack of
fruits
DESIGN
COMPARE
EVALUATE
UNDERSTAND
B2B:


The next upstart frontier
More touch points
From



picks & shovels…
…. to the combine
harvester
W 
source.institute
E 
bart@source.institute
T 
@bartdoorneweert
IN 
Partnership Design

Co-created with Ernst Houdkamp of Scherper Stellen
THANK YOU!

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