Prepare Your Partner Benefits
A partnership is a two-way street and you must settle on a range of benefits that you can offer your partners. The offer has to be appealing to them, after all.
Take for example The Farm Coworking. They offer their partners a “Strategic Market Alliance”. The benefits are extensive and are a great blueprint for other workspace operators. Here are some of the benefits they offer:
- The free use of its event venue,
- Promotion of the partner’s product or services in its newsletter,
- Further promotion across other digital assets, such as social media or articles with backlinks on the space’s blog,
- Kickbacks from successful conversions from its partners,
- If possible, the co-curation of panels and workshops on topics that are mutually beneficial.
Once you have chosen your desired partner company, it’s time to make contact.
An email is usually a good first port of call, and should include the following information: your name, your workspace information, how you got their contact details, why you’re a good match, and what you have to offer.
Don’t get disheartened if your partner pitches are not successful. It’s difficult to get your foot in the door and such decisions are often based on resources, priorities, and timings.
Choose Your Partners Carefully
Just as you will reach out to potential partners, other companies might reach out to you directly. In these cases, it’s important to also conduct research and see if the company fits your desired profile.
“Being an influencer in the New York tech arena is an asset that comes with coworking space ownership. We find ourselves approached by many potential partners. The question that we find ourselves asking is if the partner, perks or offerings are aligned with our brand and messaging.”
“Strategy varies depending on the type of partnership that we are engaged in. For instance, we can ask for a kickback or better yet a newsletter collaboration that promotes our messaging.” -Lucas Seyhun, The Farm Coworking
So, approach partnership propositions with caution and run offers through your partner profile to see if there’s a fit.
Remember, partnerships-when used correctly- can greatly increase the success of your workspace. A partnership is not just a mutually beneficial undertaking, it is also a juggling act where you must learn to embrace new opportunities and remain true to the needs and ethos of your workspace.
Gemma Church is a freelance writer “who gets tech”. A specialist journalist, blogger and copywriter for the science and technology sectors.
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