Business Development: Finding the Right Partner

Small toys shaking hands.


The phrase “business development” can be intimidating. After all, it sounds like something only big corporations dabble in. Thoughts of power lunches in power suits come to mind. But just because you don’t have an arsenal of sales executives and vice presidents doesn’t mean you can’t develop your business in a rewarding way. That is, after all, the definition!


Clothing Business

Know Your Goal

Let’s use the example of a fictional clothing company named Threaded. They sell online and have a storefront in their Texas town. In recent years Threaded has experienced the same pain point as other retailers: a drop in foot traffic. Digital marketing efforts keep the e-commerce business on fire but have yet to get people in the store.

The owners task their marketing agency with increasing store visits followed by setting a revenue growth goal. There are multiple traction channels in play: unconventional PR, outside advertising and viral marketing. But they decided on seeking local partnerships. Enter the business development traction channel. And a few baseball teams.

A Standard Partnership

This form of business development is as simple as it sounds. In practice, two entities work together to reach an established goal. Ideally, the partnership is to the benefit of both parties. The important piece is that each partner brings something to the table the other can’t execute on by themselves.

Athletic wear, including shirts and jerseys, compromises a huge piece of the Threaded bottom line. They also believe in community first business. Combining these two things leads them to a partnership with the town’s Little League.


Baseball Game


Threaded designs and produces shirts for each of the six teams. Each has different graphics and colors, but the consistent piece is the prominent Threaded logo. The unique value each partner brings to the table? The Little League gets free shirts they badly need and Threaded gets brand awareness on the backs of a hundred kids and coaches. They also get billboards in the various parks.

Is That Really Developing Business?

Of course! A common outcome of strategic business development is brand awareness. While this is a byproduct of traction channels like advertising, this is organic. And aside from production costs, free. Every time those Little Leaguers take the field parents and friends see the Threaded logo. Pizza parties after the games? Same. It’s the repetition that leads a person on main street pop into the store when they recognize the logo.

As we often talk about successful execution in one traction channel can lead to success in other channels. In this case, there are two examples. Specifically, since Threaded is giving the shirts to the league for free they are getting good press. From mentions in the newspaper to general word of mouth, they are benefiting from the traction channel PR. Without any additional effort! Additionally, images of the kids wearing the shirts start popping up on Instagram and Facebook, both from the players and parents. All of a sudden people not at the game are seeing the branding.

When pursuing a standard partnership as your way of developing business both sides must win. In this case, success.


College Football Stadium

Licensed to Sell

Threaded is in a unique position that it has multiple avenues to execute strategic business development. This second example is equally as effective and somewhat the opposite of the Little League venture.

Sticking with their athletic wear trend, Threaded decides to license the name and art rights for Texas A&M. In this case, you have one company – a university – who has a recognizable brand but wants it seen wider. You have another company – threaded – who designs amazing products but needs a recognizable brand to attract eyeballs. And thus sales.

Both the school and Threaded get free advertising out of this partnership. People are advertising the school just by wearing the shirts and hats. Threaded starts becoming the college’s “brand” and it’s hard to go to a football stadium or music festival without being flooded with their products.

Winners all around again!

If you’d like to learn more about the business development traction, specifically how to validate efforts through data, check out this video. You can also subscribe to our YouTube channel for additional videos and listen to our podcast for even more content!





Top Business Niches That Must Have a Podcast

Women sitting on the floor recording audio.

With the popularity of smartphones around the world, podcast advertising is projected to double by 2021. Podcasts are most popular among the 18 to 34 age bracket. They make up approximately 44 percent of its audience. Additionally, around 24 percent of U.S. citizens listen to various podcasts on a regular basis.

Different kinds of business niches all over the globe are now leveraging podcasts to place products, services, and information in front of their target audiences. Your business could use a podcast to attract more customers. The information contained in this article could be important if you are operating a business. Here are the top business niches that must have a podcast to get their market’s attention.

Podcast for Entrepreneurs

Entrepreneurs and business owners can stay current with the latest news and trends in their particular market niche by listening to podcasts even while they are on the go. They can increase and update their knowledge about entrepreneurship, business management, financial analysis, local and international markets, and so forth. Podcasts are a boon to businessmen who don’t have much free time to spare. Here are some examples of podcasts for entrepreneurs.

  • The Digital Entrepreneur – here is a podcast that will educate entrepreneurs in creating and selling digital products and services profitably. This is a weekly podcast that provides listeners with insights and strategies from experts to help entrepreneurs build their digital business correctly.
  • Entrepreneur Stories 4 Inspiration – this is a podcast that is designed to motivate and help you build your business. Successful business leaders, many of them already millionaires, will give you lessons and advice on how to grow your business.
  • Entrepreneurial Thought Leaders – here is a weekly podcast given by entrepreneurs from Stanford University where they candidly share the lessons they learned in building and growing their businesses. This type of podcast can help entrepreneurs with over 70+ social media statistics proving that it is so.
    Podcast for Tech Gadgets

Tech gadgets are now part of our daily lives, whether we are at work or at play. New gadgets are being launched every day with new features and heightened capabilities. This necessitates further education of consumers. Podcasts are great venues for this continuous consumer education. Here are some samples of podcasts for tech gadgets.

  • Gone Mobile Podcast – this podcast provides information about the latest development in mobile technology. Resource speakers give in-depth knowledge about iOS and Windows as well as Androids development for mobile design and marketing.
  • Hands-On Tech – this podcast provides hands-on unboxings, previews and reviews of the hottest and the latest wearables, notebooks, smart home devices, and smartphones.
    Podcast for the Real Estate Industry

Many real estate websites are now incorporating podcasts on their pages. They must be taking advantage of the fact that 50 percent of all American homes are podcast listeners. That would be equivalent to about 60 million homes. These people, as well as agents and brokers, need tips on buying and selling homes and lands. Podcasts can supply that need. Here are some real estate podcasts available today.

  • Real Estate Coaching Radio – this podcast gets an average of 100,000 listeners at any time. It is run by the husband and wife team of Tim and Julie Harris. They are dispensing advice to real estate brokers and agents. The podcast also features advice from real estate pros and executives based on their wealth of experiences.
  • Modern American Realtor – here is a podcast that educates agents and brokers on the important things they need in their real estate careers. They also discuss other marginal issues that affect the real estate industry.
    Podcast for Nutrition, Health, and Fitness

Podcasts are a great way to encourage couch potatoes to get up and move. Most people are so busy that they forget to give themselves time to rest, eat nutritious food and exercise to stay fit and healthy. Here are some samples of podcasts that are geared toward making people active and healthy.

  • Motivated – here is a podcast that will guide listeners in navigating their health and fitness journeys. The tips given by the resource person is based on her weight loss experiences.
  • Diet Starts Tomorrow – this is a podcast where the resource person talks about her struggles on her way to losing weight and keeping a positive attitude at the same time.
  • 20-minute fitness – this podcast will give listeners information about the latest methodologies, technologies, nutrition, and science to help them stay updated in their fitness routines.
    Podcasts for Sports

Sports podcasts are a great way for sports fans to be in tune with the latest game, the latest news, and stats of their favorite teams. These types of podcasts are getting more and more popular these days. Here are some samples of sports podcasts that people are tuning in today.

  • The Fighter & The Kid – this podcast is for UFC fans. It is a weekly podcast that provides unedited and uncut episodes of interviews of well-known UFC fighters.
  • The Joe Rogan Experience – this podcast is hosted by comedian Joe Rogan and it features long-form interviews and conversations with MMA fighters, authors, musicians, actors, and other celebrities. Sports personalities in the program may include NFL stars, pro surfers, UFC legends and more.

This guest post was written by Lidia Hovhan from Omnicore Agency.