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Partners

Expanding Horizons

Navigating Partnership Strategies
for Fabrik's Growth

Businesses thrive when they find the right avenues for collaboration and expansion. This serves as a guide to explore two pivotal approaches in our journey of growth for Fabrik:

Reseller Partnerships
Channel Partnerships

As we delve into these strategies, we aim to provide valuable insights into their distinctions, advantages, and potential challenges. By doing so, we empower our leadership team with the knowledge to make strategic decisions that will propel Fabrik to new heights while delivering exceptional value to our clients.

Reseller Approach

A reseller approach involves partnering with external entities, often businesses or individuals, who purchase your SaaS product at a discounted rate and then resell it to end customers.

Resellers act as intermediaries between your company and the end-users, serving as an extension of your sales team.

Pros

  • Sales Control
    Resellers give you control over the sales process. Ensuring it is presented with your brand and messaging.
  • Speed to Market
    Rapid market expansion, leveraging existing customer base to quickly introduce our product to new customers.
  • Revenue Generation
    Contribute to revenue growth by purchasing your software at a discount and resell it at a markup.

Cons

  • Limited Services
    Primarily focus on selling your product and may not provide additional services.
  • Dependency
    Our success is reliant on the performance of resellers. If they lose interest, can negatively impact your sales.

Channel Partner Approach

A channel partner approach involves collaborating with various businesses, known as channel partners, to market, sell, and support our SaaS product.

These partnerships can encompass a range of services, including customisation, integration, training, and ongoing support.

Pros

  • Diverse Expertise
    Provide a broader range of services beyond sales, making our product more appealing to more customers.
  • Long-Term Relationships
    Often strategic and long-lasting, becoming strong advocates for our product.
  • Market Coverage
    Different types such as value-added resellers (VARs) or systems integrators, can help you access various verticals.

Cons

  • Complex Relationships
    Managing relationships with multiple can be more complex than working with resellers.
  • Initial Investment
    Building partner relationships demands upfront investment in training, support, & co-marketing efforts.
  • Shared Revenue
    May require a share of your revenue as compensation for services, impacting profitability.
Factors

Choosing the Right Approach

The choice should align with our business goals, target market, available resources, and customer needs.

Target Market/s
A channel partner approach is suitable for broad markets, while resellers may work better for specialised niches.
Customer Needs
Assess the types of services and support our customers require; if they need more than just the software, channel partners might be a better fit.
Resource Availability
Do we have the necessary resources to manage and support channel partners effectively.
Competitive Landscape
Consider our competitors' strategies and how we can differentiate our approach to meet customer demands effectively.

A hybrid approach, utilising both resellers and channel partners, can maximise market coverage and serve diverse customer needs.
The key is to align our partner strategy with our business objectives to achieve the best results.

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