Photo credit: Luigi Caterino
Last month I met an entrepreneur with a good, albeit early stage business. He went through the product market fit and refined both products and target market. He had secured his first few customers. Whilst his product was targeted at organisations of different sizes, from mid to very large sizes, he wanted to focus on large corporates. His background was in marketing, he had a range of contacts and relationships with marketing agencies that, in turn, had a lot of large corporate clients. So he naturally thought the best way to reach his potential clients would be to partner with these agencies who would sell his innovative product and, consequently, be perceived as innovative and value adding.