Serve first receive later, either through this or any other venture.
What does the JV partner need? asides from sales of course.
Every single business transaction whether be it on-line or offline is about how you can satisfy a need
in exchange for satisfying your need. Again not just sales, but perhaps that JV person
is working on branding himself in a Niche, can you tailor your launch to satisfy that?
This has been said before and I'll say it again. Build a list, in the offline world in biz there is a rule
the person with the biggest Rolodex wins, I guess size does matter after all ;D

To your success,