Who Should You Partner With?

The first step to forming a strategic alliance is to define who your “target market” is. Who in your area has tons of clients that most match the description of your ideal client?

Think about the other businesses your clients patronize – and which ones they don’t. For example, a good number of your clients might shop at a nearby golf supply store or moor their boats at local marina.

How about interior decorators, furniture stores, high-end hair stylists, pet salons, dry cleaners, and Realtors, to mention a few? Sit down and write out a list of businesses in your area. Better yet, sit down with your local Yellow Page directory and do this exercise – you’ll find dozens and dozens of potential Strategic alliances.

In general, there are different kinds of strategic alliance partners you can choose from. They are:

  • Neighborhood businesses that serve the same type of client
  • Retail merchants
  • Major employers
  • Educational
  • Associations and organizations
  • Events and celebrations
  • Your own employees
  • Your existing clients
  • Business-to-business merchants
  • Non-profit groups

Each of these, of course, requires a different approach. We will discuss this in the next few days, but please leave your feedback and comments on our Facebook Page.

List of Possible Strategic alliance Partners

  • Architects
  • Cabinet makers
  • Jewelers
  • Carpet retailers
  • Chiropractors
  • Do it yourself stores/hardware
  • Doctors
  • Dry cleaners
  • Furniture stores
  • Home inspectors
  • HVAC people
  • Insurance agents
  • Interior decorators
  • Your suppliers
  • Major Manufacturers (Pella, Marvin)
  • Interior designers
  • Landscapers
  • Maid services
  • Other contractors
  • Painters
  • Party stores and wedding rentals
  • Pest control
  • Pet stores
  • Plumbers
  • Pool service
  • Real estate agents
  • Security
  • Veterinarians
  • Window cleaners
  • Previous clients
  • Civic groups
  • Church groups
  • Homeowner/neighborhood association groups
  • PTA/school groups
  • Accountants
  • Air duct cleaners
  • Architects
  • Lawyers
  • Physicians
  • Circle of influence
  • Country club members
  • Coworkers
  • Children’s hospitals
  • Charity events
  • Civic events
  • Little league
  • PTA
  • Religious/church organizations
  • Networking group
  • Chamber of Commerce


Aaron O’Hanlon is the CEO and Co-Founder of Footbridge Media, a digital marketing agency, specializing in the contracting industry. It is his mission to create awareness of marketing online to the home improvement industry and to educate, inform and assist contractors in taking over their own online presence.

Comments are closed.