Success Depends on Moving Away from the Epicenter

First- and second-generation partnerships fall along a grid like the one shown in Figure A.2.

First-generation partnerships, as illustrated in the grid below, have little customization and are therefore clustered together in the grid's epicenter. As the number of firstgeneration partnerships grows, the offers become increasingly generic, losing much of their meaning in the small business market.

The farther a small business marketer moves along one or both axes, the more differentiation is created. Second-generation partnerships are characterized by more customization along the product and/or contact-channel axes, resulting in highly differentiated offerings (see Figure A.3).

As partnerships reaching the small business market become more and more customized, success becomes more dependent on moving away from the epicenter to develop differentiated and relevant small business offerings. As the following partnership examples demonstrate, strategic customization is key to creating a lift in small business sales by developing meaningful products and services to the small business market.

LEVEL OF PRODUCT/ SERVICE CUSTOMIZATION

LEVEL OF PRODUCT/ SERVICE CUSTOMIZATION

LEVEL OF CONTACT CHANNEL CUSTOMIZATION

Figure A.2 First-Generation Partnerships

LEVEL OF PRODUCT/ SERVICE CUSTOMIZATION

LEVEL OF PRODUCT/ SERVICE CUSTOMIZATION

LEVEL OF CONTACT CHANNEL CUSTOMIZATION

Figure A.3 Second-Generation Partnerships

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