Choose for capability, not coverage alone
A large footprint is valuable only when a partner can represent the proposition, service the account base and provide reliable market information. Coverage without capability often creates hidden costs.
Make the brand operating model explicit
Define how pricing, assortment, merchandising, content and customer service decisions will be made. Ambiguity at the start becomes inconsistency in the market.
Align incentives and information
Partnerships work when each side understands how value is created and has access to the information required to improve performance. Build reporting and joint planning into the relationship, not around it.
Earn expansion
Use clear milestones for geography, channels or accounts. Expanding after the model works protects the brand and gives both partners a stronger basis for investment.