At Fun Inc, we don’t shy away from big ideas. In fact, we often start with ones so grand and complex that they make your (and ours) brain short-circuit. True to that principle, we are on our way to introducing “Solutioning”. It’s the north star of our partner philosophy—a dazzling, holistic, and almost mythical concept that promises to align partners, customers & “motherships” alike, amplify impact, and drive shared revenue.
Also, as Andy bluntly puts it, totally incomprehensible.
How do you bring a dream like that down to earth? Come down from the Moon!
What is the core value of Solutioning, really?
Solutioning represents the vision where every player in the ecosystem - the platform provider (mothership), solution partners, marketplace vendors, and app creators - works together in harmony. It’s the answer to Atlassian’s ongoing partner chaos, the constant infighting, and the disconnection between apps and services. And it’s also the answer to AWS' fast-growing Marketplace space rocket that took off with zero partners onboard.
Born from the desire for stronger relationships and practical collaboration, solutioning breaks away from the old model: discount codes and half-kept revenue promises. That approach didn’t work then, and it certainly doesn’t work now. The ecosystems have evolved. The stakes are higher. It’s not about pushing apps. It’s about building integrated solutions that actually serve customer needs—and generate real value across the board.
Our next blog in the series about partnerships and solutioning takes a more detailed look at how this approach works and solves the challenges faced by marketplace and solution partners. Keep an eye on The Fun Times in the next 2-3 weeks.
But here’s the thing: you can’t jump straight to solutioning. Building solutions without solid foundations and the necessary evolution of the process would be like being handed a Rubik’s Megaminx with zero instructions and no knowledge of what a Rubik’s cube even is… never mind a Megaminx.
So, you have to take a step back. First, you’ve got to learn to walk…
Learn to walk before you run
Step one is always laying the foundation. Before you can crawl, run - or SOAR - into strategic dreams, you need a network. A real one. This requires partner amplification, your way to building beyond solid relationships with your partners.
You must have QBRs (Quarterly Business Reviews) and maintain consistent communication, not just reach out for licenses and payments, and you must meet regularly and face-to-face.
Gain insights into partners' customer bases and identify opportunities for upselling or cross-selling. Be active and don’t let “time decide” your pace of growth.
Allocate shared budgets for joint marketing, events, in-person meetings, and gatherings. It may seem too expensive, but that’s the most proven and efficient way to foster trust and alignment.
As the Fun Man likes to say:
“Be one with your partner. Know them better than they know themselves, and know how your app(s) help sell their services… effortlessly”
Learn to crawl before you walk
Maybe you are still far away from significant partner activities, but want to establish partnerships. Here we talk about partner acceleration, the activity that serves as a starting point for your more considerable efforts. If partner amplification is building on existing relationships, this stage focuses on getting to know your peers better.
Build connections by identifying and reaching out to potential partners who align with your business objectives.
Engage in dialogues to comprehend partners' challenges and how your offerings can provide solutions.
Create value propositions by demonstrating how your products or services can seamlessly integrate (or contribute) to partners' portfolios, enhancing customer value and creating a stronger sales and marketing loop.
For Fun Man it is all about:
“Taking your building block foundation and start putting more & more blocks in place that leads to equal success for all parties.”
Sometimes, you have to be born before you can crawl
You have the resources, and you want to jump all into Solutioning? Well, you can’t skip levels on this one. By missing the foundation of knowledge and approach, you would probably create frustration and misalignment across your team and potential partners. Even for larger companies, it’s not uncommon to one day find themselves without established partnerships. It could be a shift of priorities or unexplored land. In this case, the focus shifts to the partner foundation.
Start by identifying potential partners in target regions or industries. Maybe you are well-connected in the US, but what about Europe?
Attend industry events, webinars, and forums to connect with prospective collaborators.
Start your initial outreach by crafting compelling narratives highlighting mutual benefits and shared goals.
“Utilise events & networking.
Getting those core introductions to the right people at the right time, to start building relationships.”
Partnership development requires a phased approach based on the company's maturity and readiness.
Organizations can build robust ecosystems that drive innovation and growth by progressing through foundation, acceleration, amplification, and ultimately solutioning.
We've prepared a comprehensive PDF detailing our partnership offerings across these stages for those eager to embark on this journey. Download the PDF here.
If you're ready to discuss how these strategies can be tailored to your organization, book a call with us today.
The future is so exciting and FUN!!!