Strategic alliances, or partnerships, may provide the leverage your business needs to rise above the advertising fray. Alliances and partnerships come in a number of shapes and forms, including other local businesses, national brands that you sell, or professional or charitable nonprofit involvement. Regardless of your alliance, it should be one that matches your personal and business ethics and mission precisely. Any confusion in this area would be a pothole, or distraction, rather than leverage. Furthermore, you should carefully plan the strategy behind your alliance and all members of the alliance should be clear and willing to take full advantage of the opportunity your new partnership presents.
To simplify the process of searching for a business alliance, look to existing customers (and their businesses), vendors or suppliers first. You already know their strengths in terms of services, products and marketing, so you can more efficiently develop promotions together.
