← SaaS Go-to-Market
Day 10 of 14
Partnerships and Channel Sales
Partnership Types and Which to Pursue
Partnerships come in several forms: referral partnerships (partner recommends you and gets a commission or reciprocal referral), reseller partnerships (partner sells your product under their brand or as part of their package), integration partnerships (your product integrates with theirs, creating mutual value), and strategic alliances (co-marketing, co-development).
For accessibility apps, the most valuable partnership type is referral from trusted professionals. OT associations, home modification companies, and aged care consultancies all have existing trust relationships with your target customers. A referral from an OT's professional association carries infinitely more weight than a cold email from an unknown startup.
For Gliderol and Dormakaba — large B2B industrial clients — the partnership model is different. These organisations have procurement processes, preferred vendor lists, and integration requirements. The entry point is typically a pilot program: propose a time-limited pilot with one facility, measurable success criteria, and a clear path to a broader rollout. Get the pilot in writing with defined success metrics.
The Bunnings Pitch — Navigating Large Retailer Relationships
Pitching to Bunnings (or any large retailer) is a different species of sales. Retail buyers are not interested in your technology story — they care about: sell-through rate (will this product move in their stores?), margin structure (can they hit their category margin targets?), supply reliability (can you deliver to every store reliably?), and returns/shrinkage risk (is there warranty and returns support?).
The entry point at Bunnings is through their supplier portal (Bunnings Trade Portal). You need: an ABN, product liability insurance ($20M minimum), a barcode (GS1 registered), compliance with Australian Standards where applicable, and a clear product range with RRPs and trade pricing. They will want exclusivity or preferential pricing if they're going to invest in ranging your product.
The proof-of-concept approach: propose a regional trial in 5–10 stores before a national rollout. This reduces their risk and gives you a chance to demonstrate the sell-through rate. Build your sell-through case with data — market size (bathroom safety for ageing population), comparable products' performance data, and any existing online sales data you have. Make their buyer look smart for choosing you.
⚡ Today's Action
List five potential referral partners for one of your products (organisations that already have relationships with your ideal customers). For each, identify what you could offer them in exchange — referral fee, reciprocal promotion, free access, co-branded content. Draft one outreach email.
💡 Pro Tip
For professional associations partnerships, offer to present a free webinar to their members — 'Technology Tools for Modern OT Practice' — rather than asking them to promote your product. Teach first, sell second. This works far better and builds genuine goodwill.