We use cookies to personalize content, to provide social media features and to analyze our traffic. We also share information about your use of our site with our social media and analytics partners. More Information

Partner value matrix
2 hours
User rating:
(4 Votes)

The Partner Value Matrix helps you to clarify the mutual benefits of collaboration between you and your partners. It helps to identify what you get from your partners and what they get from you. With the Partner Value Matrix, you better understand the rationale for collaboration and have a sound foundation for establishing the right relationships and arrangements with partners.

Download the Partner Value Matrix to value your partners. You could make a large printout to use during a brainstorm. Get inspiration from the Partner Value Matrix Example of Tinnitracks, a music service for treating tinnitus.

How to use

You can use the Partner Value Matrix by yourself. Make sure you have a good understanding of the position and views of your (potential) partners by talking to them.


For sustainable collaboration with partners it is important that each partner perceives benefits from the collaboration. The actual form of the relationships and the arrangements between you and your partners will depend on how each party views these mutual benefits. It is important for you to know what a partner contributes to your business, and, the other way around, what is in it for them. This knowledge will help you to make the right arrangements with existing partners or to convince new partners to collaborate. Follow the three steps below to fill in the Partner Value Matrix:


Step 1: selecting the important partners

In the first step write down the names of your important (potential) partners in the first column of the Partner Value Matrix. To determine who your important partners are, you have to look at the ones that have the largest influence on your business. You can use the Partner Analysis for this.


Step 2: what do they bring

Now that you have written down your important partners, think about what these partners bring to your business. Are they investment partners and bring money to the table? Do they bring particular resources or sales channels that you need but don’t have yourself? Resources can be material inputs, specialist knowledge, complementary products, IPR, sales channels etc. Write down what partners bring to your business in the appropriate columns of the Partner Value Matrix.


Step 3: what is in it for them

Just like you wrote down what partners bring to your business, you can think about what you bring to your partners. What is in it for them? What you bring can be money to invest in your partners’ products or services, resources or sales channels. A resource can again be something tangible like materials or machines but also intangible resources like branding or knowledge or a joint innovation effort. Write down what benefits you provide to your partners in the appropriate columns of the Partner Value Matrix.


Case: Health and Wellbeing Business Idea

Kimmo had a novel business idea for improving health and wellbeing of ...
Downloads and Examples may currently only be available in English.