Very valuable post. I used to have a big established brand and $$$ to throw at potential JVs, not to mention products which appealed to or were even a necessity for 90% of the adult population. It was not difficult to persuade people to promote us. It was a big pond.

Now I have a new brand with a reputation we're building and some niche software products. I am operating in a small pond. So, I will be considering all the valuable pointers stated here VERY carefully.

BUT, years ago I read 'The Art of War' by Sun Tzu. You can turn your weaknesses into your strengths. For others in the same situation as me who are perhaps offering a product with a more limited audience, do consider these advantages when approaching JVs:

- Your smaller, more limited audience probably converts at a much better rate than a mass audience being targeted with a more general product because:
- It is easier to identify your audience's need or 'want' and to fulfil it
- It is also easier to communicate how you will fulfil it
- It is easier to find where your audience is hanging out online
- Your competitor set is probably smaller
- You can therefore more easily develop a product with a truly unique USP
- Your target list of JVs is probably smaller
- Your target JVs may be more open to promoting your product by simple virtue of the fact that there are fewer products in that niche to promote to their audience
- You can work harder for your JVs because you don’t have as many
- Your JV’s audience is probably very loyal – niches and specialities tend to have a slower churn and burn rate

Anyway, I guess I'm saying that if you're worried about Willie's point 2) (Is the market big enough?), I think this can be overcome. To be honest, it has to be given we're always being told that newbie success lies in niches! But you should probably research who your ideal JVs would be before you even put your offer together so you can get the right points across in the right way. Now I need to practice what I preach......