joint business plan o que e

JBP (Joint Business Plan): o que é e como usá-lo para fazer um planejamento eficiente

mar 23, 2023 | Sem categoria | 0 Comentários

No artigo de hoje, descubra o que é um Joint Business Plan , conhecido também como JBP , uma abordagem estratégica que está se disseminando cada vez mais no Brasil.

Confira ainda as melhores dicas para que esse tipo de planejamento de parceria entre duas empresas siga da melhor maneira possível, com o alinhamento de expectativas e ações.

O que é um Joint Business Plan?

Afinal, o que é um Joint Business Plan (JBP) ? Você já ouviu falar esse nome?

Primeiramente, vamos entender o significado desse termo. Em inglês, quer dizer “Plano de Negócios Conjunto” . Ou seja, é um planejamento feito em parceria com duas empresas, geralmente indústria e varejo. Elas alinham, entre si, ações que serão executadas a médio e longo prazo. 

Em outras palavras, o Joint Business Plan é uma forma de fazer com que ambas as empresas andem juntas em busca de resultados positivos para todos , inclusive o cliente final.

Para que serve?

Antes de mais nada, é importante lembrar que varejo e indústria são segmentos que se complementam e que têm objetivos comuns de alcançar faturamento.

Sendo assim, por que não trabalhar juntos para chegar aos resultados desejados? É para isso que serve o Joint Business Plan (JBP) .

Essa estratégia não é exatamente nova, porém vem ganhando cada vez mais espaço no mercado, principalmente nos últimos anos. 

Como já mencionei anteriormente, essa ferramenta é utilizada com o objetivo de trazer benefícios para ambas as partes e também para os consumidores finais. Forma-se, então, uma parceria, facilitando o alcance dos resultados. 

Quais são as vantagens do Joint Business Plan?

Essa estratégia possui diversos benefícios , como você verá abaixo:

1) Aumento do faturamento:

Em primeiro lugar, o aumento do faturamento. Muitos negócios apenas seguem o fluxo para aumentar vendas. Porém, muitas vezes, as estratégias não são bem-sucedidas. 

Por isso, com o plano de negócios , a indústria e varejo podem fazer estudos aprofundados e se ajudar mutuamente para chegar ao objetivo desejado.

Sendo assim, esse é o principal benefício do JBP . 

2) Ganho de produtividade:

Do mesmo modo, uma vantagem que podemos notar é o ganho de produtividade, já que as empresas trabalham em conjunto, compartilhando conhecimento, inovação e tecnologia.

Como resultados, as duas empresas ganham tempo e vantagem em relação a outros concorrentes. 

3) Relacionamento próximo:

Na grande maioria das vezes, as conversas entre indústria e varejo se resumem apenas a discussões sobre preços de produtos. 

Contudo, com um plano de negócios bem estruturado, é possível aprofundar esse relacionamento, criando uma aliança mais fortalecida.

Aqui, a ideia é ter uma visão de longo prazo, que vá além das conversas cotidianas e que possa gerar muitos frutos positivos para ambas as partes. 

4) Eficiência logística:

Outro benefício é a maior eficiência logística, já que os problemas envolvendo essa parte são bastante comuns em toda a cadeia (desde a indústria, passando pelo varejo, até o consumidor final).

A boa notícia é que a criação de um JBP que alinhe os diferentes grupos envolvidos pode reduzir essas dificuldades, resultando assim, em entregas mais rápidas aos consumidores.

Resumindo, os benefícios do Joint Business Plan são muitos:

• Aumento de faturamento;
• Fortalecimento da marca;
• Criação de novos produtos;
• Desenvolvimento tecnológico;
• Expansão de canais de vendas;
• Criação de novos canais de vendas ;
• Aumento do ticket médio dos produtos.

Agora que você já conhece todos os diferenciais do JBP , veja a seguir como montar um bom plano de negócios e aplicá-lo de forma eficiente. 

Como aplicar o JBP para fazer um planejamento eficiente?

É fato que elaborar um Joint Business Plan de sucesso pode ser desafiador.

Por isso, separei aqui algumas dicas incríveis para você aplicar essa ferramenta de forma eficiente e, assim, ter mais sucesso no planejamento.

1) Escolha uma empresa parceira:

Em primeiro lugar, é preciso escolher a empresa parceira que trabalhará em conjunto na construção do JBP .

Para isso, é essencial criar uma relação de confiança e comprometimento, afinal, serão compartilhadas informações confidenciais, pesquisas comportamentais, planos de crescimento, enfim, inúmeros dados estratégicos.

Sem confiança e colaboração de ambas as partes, o plano de negócios não terá sucesso.

2) Forme equipes multidisciplinares:

Em seguida, será necessário criar equipes multidisciplinares, que atuaram na criação e execução de um bom plano de negócios. 

Essas equipes devem incluir profissionais de planejamento, vendas, atendimento, logística, entre outros. 

Isso fará toda a diferença para que as empresas não se esqueçam de nenhum aspecto relevante durante a elaboração, e para que o JBP seja bem-sucedido. 

3) Comece priorizando objetivos:

Depois, o processo segue com cada parte envolvida compartilhando seus objetivos, interesses e necessidades, além de concordar que é preciso fazer um trabalho conjunto para ter bons frutos. 

Com isso, o resultado final será um plano que todos desejam seguir, afinal se veem representados nele.

Um erro muito comum é criar planos unilaterais, ou seja, pensados somente pelo varejo ou pela indústria, sem levar em conta a outra parte.

Além disso, é preciso focar no longo prazo, pensando de maneira realmente estratégica e voltada para o futuro. Sendo assim, um plano de negócios desse tipo pode ter duração de um a três anos, envolvendo atividades contínuas.

4) Levante dados:

Em seguida, é o momento de levantar dados, analisando o comportamento dos consumidores e do mercado de atuação. 

Isso é fundamental para que as estratégias criadas sejam bem embasadas.

5) Compartilhe informações e crie o plano:

Nesta fase, as equipes se juntam para apresentar os dados levantados, compartilhando ideias sobre cada questão.  

Essa reunião também pode ser aproveitada para fazer a criação do plano de negócios, com foco colaborativo. Aqui, também deve ser firmado um compromisso entre ambos os negócios.

6) Defina responsáveis:

Por mais que a estratégia seja colaborativa, é importante que cada parte tenha seus responsáveis.

Eles irão fazer o acompanhamento dos objetivos em cada etapa do plano de negócios,  além de análises e ajustes nas definições conforme os resultados que estão sendo obtidos.

7) Registre as definições:

Por fim, crie um documento para registrar as definições, incluindo todas as iniciativas, os membros responsáveis por cada tarefa, os recursos necessários, o cronograma de desenvolvimento e as métricas que serão analisadas.

Dessa forma, com etapas claras a se seguir, ficará muito mais fácil engajar a equipe no cumprimento do JBP e ter resultados positivos.

Em suma, desenvolver um plano de negócios conjunto é apenas o primeiro passo para que a indústria e o varejo trabalhem de maneira colaborativa para obter melhores resultados.

Espero que você tenha achado essas dicas úteis para o seu negócio. Elas são fundamentais para garantir mais eficiência no planejamento. 

Porém, vale lembrar que a verdadeira chave para o sucesso de um Joint Business Plan é o relacionamento.

Um bom relacionamento entre as partes faz toda a diferença na execução das estratégias, principalmente quando as empresas possuem culturas diferentes. Nesse caso, o papel das lideranças de ambos os lados é imprescindível! 

Para não perder nenhum conteúdo relevante e de qualidade, continue sempre acompanhando o Canal do Consultor .

Acesse também o meu canal do YouTube e, se precisar esclarecer alguma dúvida, deixe um comentário por aqui ou me mande uma mensagem no meu Instagram .

Até a próxima!

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O que é Joint Business Plan (JBP) e como ele otimiza a relação indústria e varejo?

Entenda como funciona o Joint Business Plan (JBP) e o seu impacto para fortalecer uma parceria estratégica entre indústria e […]

Entenda como funciona o Joint Business Plan (JBP) e o seu impacto para fortalecer uma parceria estratégica entre indústria e varejo

O Joint Business Plan (JBP) é uma das principais ferramentas para dar suporte e criar uma parceria sólida entre indústria e varejo. Com abordagem colaborativa, promove resultados positivos para todas os envolvidos, até o consumidor final.

Para isso, gera-se um conjunto de estratégias que vai muito além das transações comerciais tradicionais, ajudando empresas a se destacarem em um mercado cada vez mais dinâmico e competitivo.

Você já aplica o JBP na sua estratégia? Neste artigo, vamos explorar o que é o JBP e porque sua implementação é vital para fortalecer a parceria entre indústria e varejo.

O que é o Joint Business Plan – JBP?

O Joint Business Plan, ou Plano de Negócios Conjunto na tradução, é uma estratégia colaborativa que, geralmente, envolve fabricantes e varejistas. Assim, cria-se um plano de negócios compartilhado com ações de médio e longo prazos.

Ao invés de focar somente na transação de produtos, o JBP alinha objetivos, metas e estratégias para traçar um crescimento mútuo e sustentável, indo muito além da típica relação comprador-vendedor.

Com isso, promove uma parceria mais profunda e integrada. O planejamento dessa estratégia envolve um estudo aprofundado sobre o mercado, as empresas envolvidas, os objetivos que deverão ser trabalhados e a execução, por exemplo.

Importância do JBP na cadeia de suprimentos

A implementação do Joint Business Plan tem uma grande importância na operação da supply chain, já que transforma as transações tradicionais, estabelecendo uma parceria estratégica dos fornecedores com os varejistas .

Assim, as empresas ganham no alinhamento estratégico, otimizam a eficiência operacional e impulsionam a inovação. A estratégia ganha muito com esse método, já que as empresas passam a compartilhar metas e insights, possibilitando atender a dinâmica do mercado de forma mais eficaz.

O JBP não apenas fortalece as relações, mas também cria uma base sólida para o futuro do negócio, garantindo uma posição sólida no cenário comercial desafiador.

5 pontos chave para o planejamento do JBP

Algumas empresas já evoluíram tanto na efetividade do JBP, que atingiram o Joint Value Creation (JVC), que consiste no trabalho em colaboração para a gerar mais valor a quem dita o ritmo do mercado: o consumidor.

No entanto, ainda há uma grande quantidade de empresas que têm espaço para aprimorar o modelo JBP. Abaixo, listamos 5 elementos essenciais para levar em consideração ao elaborar essa estratégia.

1. Entenda o consumidor:

O JBP coloca o cliente no centro de todas as operações. Por isso, é preciso conhecer informações sobre preferências do consumidor, comportamentos de compra e feedbacks.

Assim, indústria e varejo têm argumentos para adaptar estratégias e oferecer produtos e serviços que atendam com precisão às necessidades do consumidor.

2. Alinhamento estratégico:

O JBP inicia com o alinhamento de metas e objetivos estratégicos entre a indústria e o varejo. Isso vai além dos resultados imediatos, abraçando uma visão mais ampla para que as duas partes possam experimentar excelentes resultados.

Essa sincronia estratégica cria uma base sólida para a colaboração contínua.

3. Colaboração de ponta a ponta:

Ao contrário dos modelos tradicionais, onde as estratégias são muitas vezes desenvolvidas unilateralmente, o JBP envolve todos na criação do plano de negócios.

A indústria e o varejo contribuem com insights, conhecimentos, dados e expertise específicos, resultando em um plano abrangente e mais robusto.

4. Compartilhamento de informações:

Uma característica fundamental do JBP é o compartilhamento transparente de informações, mesmo que elas sejam críticas à operação. Isso inclui dados de vendas, previsão de demanda , insights de mercado e até desafios operacionais.

Essa transparência facilita a tomada de decisões informadas e a identificação conjunta de oportunidades de melhoria.

5. Avaliação e melhoria contínuas:

Como citamos acima, o Joinr Business Plan precisa ser um processo vivo e dinâmico, requerendo avaliação contínua. Assim, todos os envolvidos monitoram o desempenho, identificam melhorias e ajustam as estratégias conforme necessário.

Essa flexibilidade e adaptabilidade são essenciais em um ambiente de negócios que está em constante evolução.

O papel da tecnologia no JBP

Para ter sucesso na implementação do JBP, as ferramentas avançadas de análise de dados e plataformas colaborativas permitem uma comunicação mais eficaz entre indústria e varejo, facilitando a elaboração de estratégias conjuntas.

A automação de processos e o monitoramento em tempo real proporcionam eficiência operacional, reduzindo custos e aumentando a agilidade na resposta às demandas do mercado.

Além disso, a implementação de tecnologias como inteligência artificial e aprendizado de máquina aprimora a previsão de tendências e comportamentos do consumidor , potencializando a capacidade de adaptação e inovação contínua no âmbito do JBP.

O sucesso da estratégia de Joint Business Plan está atrelado ao acompanhamento de indicadores para atingir o resultado que deseja. Desta forma, a tecnologia da Neogrid apoia a execução de uma estratégia eficiente.

Quer saber como podemos ajudar na implementação do método JBP? Agende uma conversa com um de nossos especialistas.

Veja as soluções da 
Neogrid em ação.

Fale com um especialista e entenda na prática a entrega de resultados dos nossos produtos.

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What Is a Joint Business Plan (JBP)? Benefits & Best Practices

By 8th & Walton | on October 2, 2022

From small businesses to large corporations, the most successful companies begin and stick with a clear business plan. When a company defines its goals, lays out a path to meet objectives, and agrees on financial spending and expectations, it creates a shared vision and accountability to succeed.

Many businesses experience greater growth when partnering with another business. In the supplier and retailer relationship, both parties working independently would be detrimental. To create a mutually beneficial partnership, they must begin by defining each company’s responsibilities, expectations, and needs in a joint business plan.

What Is a Joint Business Plan?

A joint business plan (JBP) is the collaborative process of planning between a retailer and a supplier in which both companies agree on short-term and long-term objectives, financial goals, growth, and shared business initiatives for profitability.

Joint business planning focuses on agreeing on common objectives and aligning on a single goal or set of goals. The companies in the joint business plan must work together to accomplish a shared vision.

What Is the Purpose of a Joint Business Plan?

For retailers and suppliers, having a joint business plan can create a win-win strategy in growing consumer sales. An effective JBP allows suppliers to build stronger relationships with their retailers so both parties can mutually support and benefit from each other.

When a retailer and supplier recognize each others’ needs and agree on common goals, they can share insights to support each other and improve sales, customer growth, and processes.

How Does a Joint Business Plan Work?

Two companies can come together with a joint business plan because they have one thing in common: a shared shopper . Whether it is a supplier partnering with a retailer or a children’s clothing company partnering with a toy manufacturer, having the same target audience is the first element that brings the companies together.

The companies considering a joint business venture should then share their individual business plans and discuss their mutual growth opportunities. This is where the general goals and areas of support can be defined. Specific tactics and category strategies can also be fleshed out in early discussions before moving to the formal process.

Once both companies are in agreement that the partnership will be mutually beneficial, the joint business plan can be created. Formal contracts are drawn up, approved, signed, and the plan is ready to be executed. Periodic reviews and necessary adjustments to the JBP are recommended as needed.

Benefits of Joint Business Planning

Why enter into a joint business plan with another company? The benefits can be not only financial but educational as well:

• Aligning goals.  For a retailer/supplier joint business plan, being aligned on goals creates clarity on all other areas of the business. Defining expectations on all areas from marketing to supply chain to sales goals leaves minimal area for questions. Agreeing on goals, no matter how and when they are measured, keeps both parties accountable and benefits both to meet expectations.
• Shared resources and exposure. Partnering with another company can bring a new audience and a new platform. In a simple retailer/supplier joint business plan, the retailer can introduce the supplier’s product to its core shoppers. At the same time, shoppers loyal to the supplier’s product or brand can be introduced to the retailer’s store and website for the first time.
• Greater return on investment.  By partnering with another company with a shared vision, the benefits above will provide a better ROI when the plan is executed correctly.

Joint Business Planning Best Practices

How can companies ensure their joint business plan is a good fit for both parties? These are some best practices to include in preparation for entering into the partnership:

1. Align Internally First

Before entering into a joint business plan with another company, all members of the business must agree on the benefits of the partnership. Recognizing the advantages and seeing the bigger picture is key. When employees are in alignment within the company, it will be easier to align with the partnering company on the shared vision of the joint business plan.

2. Create the Plan Together

When two businesses enter into a partnership, the joint business plan should not be built by only one. A company sending another a complete plan or just a form to fill out is not collaborative. Both companies need to build the plan from the ground up. Collaborating in the development of the joint business plan is just as important as executing the plan itself.

3. Set Specific Goals

Expectations for success in the partnership need to be specific. “We need to grow sales” or “production costs will decrease” are good goals, but too general. Keep specifics in your plan that are as specific as they are realistic. If one company wants to grow sales by 40% in the next quarter, this should be spelled out in the joint business plan so get early support or push back from the other company.

4. Assign a Metric to Each Goal

Putting a metric with a goal keeps the company accountable to the mission of the joint business plan. For example, if the goal is to grow sales by 40% in the next quarter, it would be wise to assign a weekly growth metric. If the metric is too low over a few weeks, the plan shows that action needs to be taken immediately in order to meet the 40% sales growth goal for the quarter.

5. Communicate Responsibility and Accountability

The joint business plan is the place to eliminate all guesswork. If Company A is responsible for providing labels to Company B, be very specific about the responsible parties. Clarify that the packaging coordinator of Company A will mail the labels to the warehouse manager of Company B on the first of the month.

6. Include Risks and Solutions

Planning for setbacks is key to planning for success. The joint business plan should include any possible risks or obstacles foreseen by either company. Having solutions in place for multiple scenarios makes the plan easier to execute.

7. Constantly Evaluate the Relationship

Joint business plans work better with trust, mutual respect, and a great working relationship. Keeping the relationship healthy between the companies and individuals relying on each other brings more success to the overall plan. Monitor the relationship periodically and work to resolve conflicts as they arise.

Joint Business Plans at Walmart

Walmart works with its suppliers to create plans for sales and category growth. The company relies on suppliers to bring insights to the table to spot trends and get in front of potential gaps in the business.

Back in 2011, Walmart created a joint business plan with Proctor and Gamble to pick up lost sales in air fresheners. This category was down over 2% across the chain, but P&G brought insights to Walmart on how consumers were purchasing throughout the industry.

Consumers had no problem going to Walmart for aerosol sprays for under a dollar, but would then go to specialty stores to purchase expensive candles in the same scent. Through communicating through the joint business plan, Walmart was able to create excitement around higher price-point items and show the shared shopper they could purchase the extra items in one store.

Positive business collaborations can be extremely beneficial in growing retail sales. Two companies sharing a common vision can build on each other’s best practices and support each other to mutually win at the register.

Suppliers looking for support in their Walmart business have found great collaboration with 8th & Walton. Our team of experts supports suppliers to improve reporting, analytics, supply chain, accounting, and more. To begin a great collaboration with us, request a free 15-minute consultation this week.

About the Author

8th & Walton consists of retail industry experts with a combined 200+ years of Walmart and Walmart supplier experience. Having helped hundreds of CPG companies in their efforts to be better supplier partners to the world's most influential retailer, the 8th & Walton editorial team prides itself on being a go-to resource for Walmart supplier news and insights.

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O que um Joint Business Plan?

O Joint Business Plan, ou simplesmente JBP, parece estar se disseminando no Brasil . Pelo menos é o que apontam as conversas sobre Trade Marketing que acabam citando a prática.

Você já ouviu falar sobre esse conceito?

O Business Plan (BP) é nosso velho e conhecido plano de negócios, amplamente utilizado por empresas de todos os tamanhos e segmentos.

Pois bem, o JBP é um plano de negócios conjunto. Uma ferramenta de gestão criada pela indústria e o varejo que para ambos caminhem juntos em busca de um resultado que seja positivo para todos (além dos dois, também o cliente final).

Muitas empresas acreditam que já fazem um plano conjunto quando combinam a estratégia de uma ação, ou mesmo de várias, com base em seus calendários promocionais. Porém, o Joint Business Plan vai além disso. Ele é um planejamento de médio e longo prazo com objetivos mais amplos do que um resultado pontual.

Imagine que um fabricante deseje entrar em um novo mercado de forma competitiva e consistente para ganhar parte do share imediatamente e se consolidar gradualmente nos anos seguintes. Contar com a ajuda de um grande varejista seria importante, certo?

Agora veja pelo lado do varejista. Pode ser altamente vantajoso contar com a parceria de um fabricante que tem a intenção de se estabelecer entre os grandes do segmento, não é?

Não vão ser duas ou três ações que vão garantir isso . É preciso sentar com calma e traçar uma estratégia, avaliar custos, prazos, riscos… É um processo que leva tempo e também requer tempo para que os resultados sejam alcançados.

Estudando um pouco o tema, encontrei um bom artigo no portal americano Consumer Goods com o título Next-Generation Joint Business Planning (Plano de Negócio Conjunto da Nova Geração), assinado por Dawn Klingensmith que trouxe alguns insights que compartilho com vocês neste artigo. Confira.

A origem do Joint Business Plan

A ideia do JBP nasceu nos Estados Unidos, na virada dos anos 80 para os 90 do século passado, na sequência de conceitos como o gerenciamento por categoria e o Efficient Consumer Response , a ECR (Resposta Eficiente ao Consumidor), que pregavam a colaboração entre indústria e varejo com o cliente no centro de tudo.

Grandes players do mercado como Unilever e o Walmart foram pioneiros na prática. Hoje, as duas empresas, ao lado de outras gigantes como Procter & Gamble, Johnson & Johnson e Amazon, continuam sendo referência no assunto.

Não existe uma definição formal do conceito de Joint Business Plan e isso pode atrapalhar um pouco sua execução. A seguir vou elencar alguns pontos importantes:

Para a realização de um Joint Business Plan é preciso :

1) Processo colaborativo

Embora estejam perto e sejam parceiros, indústria e varejo nem sempre atuam de maneira conjunta de verdade. Para que o JBP funcione é preciso que os dois lados não pensem apenas nos seus próprios interesses e criem o plano juntos, pensando em longo prazo e de forma multifuncional. Para isso é importante que estejam alinhados tecnologicamente e escolham pessoas capacitadas para a empreitada.

2) Transparência no acordo

A confiança é a base para criar um planejamento em conjunto. As empresas vão precisar compartilhar dados e números sobre o negócio , sobre seus clientes e isso só pode ser feito quando os dois lados estão confortáveis no processo. É impossível criar um plano de negócios em conjunto se um dos lados omite informações ou oculta problemas. É preciso lembrar sempre que se trata de uma parceria onde os dois lados vão ganhar no final!

3) Definição de KPIs

Para que o trabalho seja acompanhado e possa ser corrigido, caso necessário, é preciso que as empresas definam quais são os indicadores de desempenho que serão avaliados . Isso garante que os dois lados olhem para métricas consistentes que ajudarão a impulsionar os respectivos negócios.

4) Foco no cliente

É importante que indústria e varejo não percam de vista que o seu objetivo final é a satisfação do cliente após a compra. A relação precisa ser de “ganha-ganha-ganha” para os três e isso só tem chances de dar certo se os dados e pontos de vista foram compartilhados.

5) Pensar em processos

O Joint Business Plan, de forma bem simplificada, é uma sequência de processos que precisam ser realizados em um certo período, por uma determinada equipe em um certo local. Uma vez acordado, o plano precisa ser registrado com todas as informações: por quem as ações serão implementadas; quais os prazos; quais os marcos do projeto; quais são os benefícios esperados; qual o ROI ; e quais são as métricas avaliadas.

Relacionamento é fundamental para o sucesso de um Joint Business Plan

A chave para o sucesso de um Joint Business Plan é o relacionamento . Muitas vezes é aí que as coisas travam porque, afinal, são profissionais de empresas com culturas diferentes tentando encontrar pontos em comum, mas esbarrando no medo de compartilhar dados e resultados.

O papel das lideranças de ambos os lados é fundamental para ajudar a manter os focos e levar a discussão para além de pontos de vista simplistas sobre marcas e preços. Um JBP não é uma série de ações promocionais , nem é gerenciamento por categoria!

Mais uma vez, assimilar que o cliente final é quem precisa ser entendido para poder ser melhor atendido é vital para o sucesso do plano.

Como seria um JBP no seu segmento? Comente no final do artigo, deixe opiniões ou perguntas sobre o assunto e vamos voltar a falar sobre isso.

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Related Tags:

MARIO CERQUEIRA GUEDES JUNIOR

Achei super interessante o material de JBP . O mercado precisa realmente do entendimento do conceito de desta ferramenta tão importante para o business.

Tarcisio Bannwart

Olá Mário, é o famoso jogo do ganha/ganha, pois o compromisso das duas partes são essenciais aqui,

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Você e seu cliente têm estratégias diferentes: o que fazer?

[…] mencionei esse texto em um artigo sobre comunicação aqui no blog que você deve […]

Verba compartilhada: como fazer a gestão? | TMF

[…] na criação de estratégias em conjunto. Essa parceria pode levar até o Joint Business Plan, ou JBP, um plano de negócios conjunto cada vez mais utilizado pela indústria e o varejo para que para […]

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Joint Business Plan (JBP): Benefits, Best Practices & Objectives

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Last Updated on November 28, 2023 by Arif Chowdhury

Imagine two retail brands, each with their own unique strengths and market presence. Now picture the joint business venture, with two partnering business partners, joining forces to conquer a new market together through joint ventures. This is the power of partnering with other teams in a company – a joint business plan , where executive summaries are created to outline shared goals and maximize potential.

Collaboration is vital in today’s competitive industry landscape. By forming joint ventures, companies can pool their resources, expertise, and networks to unlock new opportunities, expand their reach, and drive growth like never before.

Joint ventures allow companies to collaborate and create stronger teams , leading to increased success. A joint business plan serves as the blueprint for this collaborative venture, outlining key objectives, strategies, and tactics that both parties will execute together.

A well-crafted joint business plan typically includes an executive summary that outlines the purpose and scope of the collaboration. It also details specific marketing initiatives such as promotions or product launches aimed at capturing the target market’s attention. It covers aspects like distribution channels, branding efforts, and sales projections to ensure alignment between both parties.

In this blog post series on joint business plans, we will explore the importance of collaboration in driving success for retailers and companies in today’s fast-paced retail industry. Collaboration is crucial for the success of ventures in the retail industry.

We will delve into the key components of an effective joint business plan and provide real-life examples to illustrate its impact. So buckle up as we embark on this exciting journey towards collaborative success!

Benefits of implementing a joint business plan

Implementing a joint business plan can bring numerous benefits to retailers and companies involved in the venture. Let’s explore some of these advantages in detail:

1. Increased Alignment and Synergy between Partners

One of the key benefits of implementing a joint business plan is the increased alignment and synergy between partners. When all parties in a joint venture are working towards a shared goal, it becomes easier to align joint venture strategies , joint venture objectives, and joint venture activities.

This alignment fosters collaboration and teamwork in the venture, allowing partners to leverage each other’s strengths and expertise.

• Better coordination between teams.
• Shared vision leads to improved decision-making.
• Enhanced trust and mutual understanding.

Example: Imagine two companies collaborating on a marketing campaign. With a joint venture business plan in place, both companies can align their messaging, target audience, and promotional activities for maximum impact.

2. Enhanced Communication and Coordination

Another significant benefit of a joint business plan is the improvement in communication and coordination among partners.

Clear channels of communication are established, ensuring that information flows seamlessly between all parties involved. This enhanced communication enables faster problem-solving, timely decision-making, and efficient resource allocation.

• Regular meetings facilitate open dialogue.
• Improved sharing of information and knowledge.
• Quick resolution of conflicts or issues.

Example: In a joint business plan between a manufacturer and distributor, regular communication helps them stay updated on market trends, customer feedback, and inventory levels. This enables them to make informed decisions regarding production volumes, delivery schedules, and product promotions.

3. Improved Resource Allocation and Cost Optimization

Implementing a joint business plan allows partners to optimize resource allocation effectively. By pooling resources together strategically, partners can reduce duplication of efforts while maximizing efficiency.

This collaborative approach also helps in identifying cost-saving opportunities by streamlining processes or leveraging economies of scale.

• Shared resources lead to reduced costs.
• Elimination of redundant activities.
• Efficient use of available assets.

Example: Two companies in the logistics industry can collaborate on a joint business plan to optimize their transportation routes, thereby reducing fuel costs, minimizing delivery times, and maximizing the utilization of their fleets.

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Best practices for successful joint business planning

1. establishing clear goals and objectives.

To ensure a successful joint business plan, it is crucial to establish clear goals and objectives . This means clearly defining what you want to achieve together with your partner or stakeholders. By setting specific targets, you can align your efforts towards a common purpose.

One way to do this is by using category management principles. This involves analyzing market trends, consumer behavior, and competitive landscape to identify opportunities for growth. By understanding the category dynamics, you can develop strategies that capitalize on market trends and consumer preferences.

2. Regular Communication and Feedback Among Stakeholders

Effective communication is key in any collaborative effort, including joint business planning. Regularly communicating with your partners and stakeholders helps maintain alignment and fosters a sense of shared responsibility.

By providing feedback throughout the planning process, you can address any issues or concerns promptly. This allows for adjustments to be made in real-time, ensuring that everyone remains on track towards achieving their goals.

3. Creating a Structured Timeline with Defined Milestones

A structured timeline with defined milestones is essential for keeping joint business planning on track. Breaking down the plan into smaller, manageable tasks helps ensure progress is made consistently.

Consider creating a Gantt chart or project timeline that outlines key activities, deadlines, and responsible parties. This visual representation provides clarity on the sequence of tasks and allows for better coordination among team members.

Establishing milestones helps measure progress along the way. Celebrating these achievements boosts morale and keeps everyone motivated throughout the planning process.

4. Developing a Win Strategy

A win strategy focuses on identifying how both parties involved can benefit from the joint business plan. It aims to create mutually beneficial outcomes that drive growth for all stakeholders.

When developing a win strategy, consider factors such as market share gains, revenue growth opportunities, cost savings through economies of scale, or access to new markets or distribution channels.

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Evaluating the progress of a joint business plan

To ensure the success of a joint business plan, it is crucial to regularly evaluate its progress. This evaluation allows you to monitor key performance indicators (KPIs), conduct reviews and assessments, and make necessary adjustments to stay on track.

Monitoring Key Performance Indicators (KPIs)

Monitoring KPIs is an essential step in evaluating the progress of a joint business plan. These performance metrics provide valuable insights into the effectiveness of your plan and help you gauge its success. By tracking KPIs, such as sales growth, revenue generated, or customer satisfaction levels, you can assess whether your joint business plan is delivering the desired results.

Some key performance indicators that are commonly monitored include:

• Sales performance: Keep an eye on how well your products or services are selling. Track factors like sales volume, average transaction value, and conversion rates.
• Promotional effectiveness: Evaluate the impact of marketing campaigns and promotions on driving sales. Measure metrics like click-through rates, website traffic generated from promotions, or coupon redemption rates.
• Product performance: Assess how well specific products are performing in terms of sales numbers, customer feedback, or market share gained.
• Customer satisfaction: Monitor customer feedback and ratings to determine if your joint business plan is meeting their expectations.

Conducting Regular Reviews and Assessments

Regular reviews and assessments are vital for evaluating the progress of a joint business plan. Schedule periodic meetings with all stakeholders involved in the partnership to discuss achievements, challenges faced, and areas that require improvement.

These reviews provide an opportunity to analyze data collected from KPI monitoring and gather insights from each party’s perspective.

During these sessions:

• Share research findings: Present any relevant market research or consumer insights that can inform decision-making processes.
• Discuss results achieved: Review the outcomes achieved so far based on set goals and objectives outlined in the joint business plan.
• Identify bottlenecks and risks: Identify any obstacles or risks that may be hindering progress and brainstorm potential solutions.
• Collaborate on adjustments: Work together to determine necessary adjustments or modifications to the joint business plan, ensuring it remains aligned with changing market dynamics.

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Making Necessary Adjustments to Stay on Track

Flexibility is key when evaluating the progress of a joint business plan. As you monitor KPIs and conduct reviews, you may identify areas where adjustments are required to maximize success. Making these necessary adjustments allows you to adapt your strategies, overcome challenges, and capitalize on emerging opportunities.

Consider the following steps for making adjustments:

• Analyze data: Examine the data collected from KPI monitoring and reviews to identify trends or patterns that require attention.
• Identify areas for improvement: Pinpoint specific areas within the joint business plan that need adjustment based on performance gaps or changing market conditions.
• Collaborate with partners: Engage in open discussions with your partners to gather their input and insights regarding potential adjustments.
• Develop action plans: Create detailed action plans outlining the necessary steps to implement changes effectively.
• Monitor results: Continuously monitor the impact of these adjustments on performance metrics and assess their effectiveness.

By regularly evaluating the progress of your joint business plan, monitoring KPIs, conducting reviews, and making necessary adjustments, you can enhance its chances of success. This iterative process ensures that your joint business plan remains aligned with evolving market dynamics and increases your likelihood of achieving mutually beneficial outcomes.

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Finding the right partner for joint business planning

Identifying the ideal partner for joint business planning is crucial to the success of any collaborative endeavor .

It requires careful consideration of various factors, including complementary strengths and expertise, compatibility in terms of values and culture, as well as conducting due diligence before entering into an agreement.

Identifying Complementary Strengths and Expertise

When seeking a business partner for joint business planning, it’s essential to identify individuals or organizations with complementary strengths and expertise. This means looking for partners who possess skills and resources that complement your own.

For example, if you’re a manufacturer looking to expand your distribution channels, partnering with a retailer or distributor who has established relationships with consumers can be highly advantageous.

Consider the following when assessing complementary strengths:

• Look for partners who excel in areas where you may have limitations or gaps.
• Seek out individuals or organizations that bring unique perspectives and capabilities to the table.
• Evaluate potential partners based on their track record of success in relevant areas.

Assessing Compatibility in Terms of Values and Culture

In addition to complementary strengths, compatibility in terms of values and culture is vital for a successful partnership. When embarking on joint business planning, you’ll be working closely together towards shared goals.

Therefore, aligning values and having a similar organizational culture can foster effective collaboration.

Here are some considerations when assessing compatibility:

• Evaluate whether your partner shares similar core values such as integrity, transparency, and customer-centricity.
• Assess whether there is alignment in terms of long-term objectives and vision.
• Consider how well your respective cultures will blend together to create a harmonious working relationship.

Conducting Due Diligence Before Entering into an Agreement

Before finalizing any partnership agreement, it’s crucial to conduct thorough due diligence. This involves gathering information about potential partners to ensure they are reliable, trustworthy, financially stable, and have a good reputation within their industry.

Here are some steps to consider during the due diligence process:

• Research: Conduct extensive research on potential partners, including their history, financials, and reputation.
• References: Reach out to their existing or past business partners to gather insights into their reliability and performance.
• Legal Assistance: Engage legal professionals to review contracts and agreements to ensure they protect your interests.
• Pilot Projects: Consider starting with small-scale pilot projects to test compatibility before committing to a long-term partnership.

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Maintaining a common vision and strategic objectives

To ensure the success of a joint business plan, it is crucial to maintain a common vision and strategic objectives with your partner. This involves aligning long-term goals and ensuring a shared understanding of strategic priorities. By continuously reinforcing the importance of collaboration, you can foster a strong partnership that drives mutual growth.

Aligning Long-Term Goals with the Partner’s Vision

When embarking on a joint business plan, it is essential to align your objectives with your partner’s vision.

This alignment ensures that both parties are working towards a common goal and have a clear understanding of each other’s expectations. By taking the time to understand your partner’s vision, you can identify areas where your goals intersect and collaborate effectively.

Ensuring Shared Understanding of Strategic Priorities

In order to execute a successful joint business plan, it is vital to establish shared understanding of strategic priorities.

This involves open communication and regular discussions about the strategies and tactics that will be employed to achieve desired outcomes. By aligning your strategies with those of your partner, you can create synergy and maximize the impact of your joint efforts.

Continuously Reinforcing the Importance of Collaboration

Collaboration is key in any joint business plan, as it allows for the pooling of resources, expertise, and networks. To maintain effective collaboration throughout the partnership, it is important to continuously reinforce its importance.

This can be done through regular check-ins, open communication channels, and providing support where needed. By fostering an environment that encourages collaboration, you can build trust and strengthen the relationship with your partner.

Maintaining a common vision and strategic objectives in a joint business plan requires strong leadership and effective strategy execution. It involves aligning long-term goals with your partner’s vision, ensuring shared understanding of strategic priorities, and continuously reinforcing the importance of collaboration.

You raise the chance of reaching win-win results if you keep this alignment throughout the collaboration. Recall that effective collaborative company planning needs constant communication and a dedication to collaborating to achieve shared objectives.

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Resources to help you get started with joint business planning

Creating a joint business plan can seem like a daunting task, but fear not! There are plenty of resources available to assist you in this process.

Let’s explore some of these resources that can help you get started with joint business planning.

Online Templates for Creating Joint Business Plans

One helpful resource is the availability of online templates specifically designed for creating joint business plans. These templates provide a structured framework that allows you to outline your goals, strategies, and actions in a clear and organized manner.

With pre-defined sections and prompts, these templates make it easier for you to navigate through the planning process.

• Saves time and effort by providing a ready-made structure.
• Ensures consistency and completeness in your joint business plan.
• Provides guidance on what information to include in each section.
• May lack customization options for unique business needs.
• Requires careful adaptation to fit your specific partnership dynamics.

Industry-Specific Case Studies Showcasing Successful Collaborations

Another valuable resource is industry-specific case studies that showcase successful collaborations between businesses. These case studies offer real-life examples of how joint business planning has been implemented effectively across various industries.

By examining these success stories, you can gain insights into best practices, challenges faced, and strategies employed by others in similar partnerships.

• Offers practical examples that demonstrate the benefits of joint business planning.
• Provides inspiration and ideas for implementing collaborative strategies.
• Helps identify potential pitfalls and ways to overcome them.
• May not directly align with your unique partnership situation.
• Limited availability of industry-specific case studies may restrict options for certain sectors.

Expert Guides on Effective Partnership Management

To further support your joint business planning efforts, expert guides on effective partnership management are available as well. These guides provide comprehensive advice on building strong partnerships, fostering collaboration, managing conflicts, and maximizing mutual benefits.

They offer valuable insights from experienced professionals who have navigated the complexities of joint business planning.

• Offers expert advice and proven strategies for successful partnership management.
• Provides step-by-step guidance on various aspects of joint business planning.
• Helps you avoid common pitfalls and challenges associated with partnerships.
• Requires careful adaptation to your specific partnership dynamics.
• May not address industry-specific nuances or challenges.

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Frequently Asked Questions (FAQs)

Can any type of business benefit from joint business planning.

Absolutely! Joint business planning is applicable across industries and sectors. Whether you’re a small startup or an established corporation, collaborating with another company through joint business planning can bring numerous benefits such as increased market share, cost savings through shared resources, access to new customer segments, enhanced product offerings, and improved overall competitiveness.

How do I find the right partner for joint business planning?

Finding the right partner for joint business planning starts with identifying companies that complement your strengths and fill gaps in your capabilities. Look for organizations with similar values and strategic objectives but different areas of expertise that can add value to your offerings.

Networking events, industry conferences, trade associations, online platforms are great places to connect with potential partners. Take the time to build relationships, assess compatibility, and ensure alignment before diving into joint business planning.

What are some common challenges in joint business planning?

While joint business planning offers numerous benefits, it can also come with its fair share of challenges. Common obstacles include differences in organizational culture and decision-making processes, conflicting priorities and objectives, resource allocation issues, and communication breakdowns.

The key to overcoming these challenges is open and transparent communication, mutual respect, and a willingness to compromise when necessary.

How do you evaluate the progress of a joint business plan?

Evaluating the progress of a joint business plan requires establishing clear metrics and milestones at the outset. Regularly review these indicators to gauge performance against targets.

Maintain open lines of communication with your partner to address any concerns or roadblocks that may arise along the way. By regularly assessing progress and making necessary adjustments, you can ensure that your joint business plan remains on track towards achieving its objectives.

Are there any resources available to help me get started with joint business planning?

Yes! There are several resources available to assist you in getting started with joint business planning. Industry publications, online forums, webinars, and workshops often provide valuable insights and best practices for successful collaboration.

Consulting firms specializing in strategic partnerships can offer guidance tailored to your specific needs. Don’t hesitate to tap into these resources as you embark on your joint business planning journey.

In today’s competitive business landscape, collaboration is key to success. That’s where joint business planning comes in. By partnering with another company and aligning your goals and strategies, you can unlock a whole new level of growth and profitability. Joint business planning allows you to pool resources, share expertise, and leverage each other’s networks to achieve mutually beneficial outcomes.

But it’s not just about the immediate gains. Joint business planning sets the foundation for long-term partnerships built on trust and shared vision. It enables you to navigate challenges together, adapt to market changes swiftly, and seize opportunities that may have been out of reach individually. By working hand in hand with a like-minded partner, you can amplify your impact and create a powerful synergy that propels both businesses forward.

Ready to tap into the power of joint business planning? Start by evaluating potential partners who align with your values and objectives. Establish open lines of communication, set clear expectations, and define measurable goals together. Remember, successful joint business planning requires ongoing collaboration and commitment from both parties. With the right partner by your side, there’s no limit to what you can achieve together.

Updated on 22 Nov, 2023

• " class="font-normal text-gray-700 hover:underline" >What is JBP in marketing?
• " class="font-normal text-gray-700 hover:underline" >What are the benefits of JBP?

JBP Objectives

Levels of jbp.

• " class="font-normal text-gray-700 hover:underline" >How do I prepare for a jbp marketing?

JBP helps customers goods suppliers and eCommerce store owners to build good relationships that benefit both and improve the eCommerce experience.

What is JBP in marketing?

JBP means  Joint Business Planning. It's like shared business planning , JBP is building winning relationships that benefit both suppliers as well as sellers and improve the good experience for consumers through clear insights.

Basically, JBP is an alignment process between the goods suppliers and sellers that produce breakthrough business plans. The main objective of JBP is to set the alignment of goals and some action plans between the two collaborative parties.

For sellers and suppliers, having a  jbp   marketing  can produce a win-win strategy in growing sales . An effective joint business plan allows suppliers to build stronger relationships with their sellers so both partners can mutually support and take benefit from each other.

When a seller and supplier understand each other's needs and agree on common objectives, they can share insights to support each other and that helps to improve conversion , product growth, and processes.

What are the benefits of JBP?

Some benefits that actually helpful while using the  jbp   marketing  model can be not only financial but educational as well.

Alignment: JBP being aligned on objectives creates clarity on all other areas of the business for both partners. Agreeing on the same goals, no matter how and when they are calculated, keeps both seller and supplier accountable and benefits both to meet expectations.

Exposure: Partnering with another business can bring new consumers and a new platform. In a simple seller/supplier JBP, the seller can sell the supplier’s product to its potential shoppers. At the same time, shoppers loyal to the supplier’s product can be visited the seller's eCommerce website for the first time.

ROI: By partnering with another business with a common goal, the benefits above will provide a better return on investments for both parties when the plan is executed correctly.

JBP is designed to deliver shared benefits or objectives, mutual accountability, and a perfect work strategy.

• Shoppers profile creation
• Time to time opportunity identification
• The alignment process focused on the same goal
• JBP including Scorecards and Strategies for both
• Mutually understanding joining plan development
• Understanding the seller Economics
• Differentiate JBP and Align It
• Maintain good contact with customers

There are mainly three levels of JBP present.

1. Foundational Level: In this aligns with basic metrics of sales, expenses, profit ,

etc. Plan for upcoming new product introductions and necessary adjustments, etc.

2. Advanced Level: Deeper planning. Foundation Level + more complex analysis such as supply chain/logistics efficiencies, and shopper marketing process.

3. Leadership Level: This is the highest level of commitment. Advanced Level + significant investment

in high-return elements of joint value generation such as new product innovation, equity building, and joint products.

How do I prepare for a jbp marketing?

Planning for a joint business plan involves several important steps that can greatly contribute to its success. We want to make sure that we cover all the necessary aspects to ensure a successful outcome.

One important thing to consider is to conduct comprehensive research on the market and the potential partners involved. This research can greatly assist in understanding the goals, objectives, and expectations of all parties involved, as well as identifying any possible challenges or risks that may arise during the planning process.

It is of utmost importance to establish friendly and open lines of communication with our partners in order to foster effective collaboration and coordination. This can be achieved by scheduling regular meetings, creating shared document repositories, and implementing clear protocols for decision-making and problem-solving.

Moreover, it would be really helpful to create a detailed timeline and action plan so that we can stay organized and keep track of all the tasks and activities needed for the joint business plan.

It would be really great if this plan could include some specific milestones and deadlines. That way, we can all stay on track and hold ourselves accountable.

Finally, it is crucial to consistently assess and review the progress of the joint business plan, making any necessary adjustments and improvements along the way to ensure its successful implementation.

By following these steps and putting in enough time and effort into the preparation process, you can significantly improve the likelihood of a successful joint business plan.

Frequently asked questions

A successful Joint Business Plan requires each party to have a clear understanding of the goals, business, and customer requirements of the others. A great JBP isn't just about the end result, but also about the process and strategy behind it.

It involves careful analysis, thorough research, effective communication, and strategic decision-making. A great JBP takes into account various aspects like market trends, customer needs, competition, and financial projections.

A joint business plan typically covers several aspects to make sure that a collaborative business venture is successful. These aspects include:

• A clear vision and mission statement
• A detailed market analysis
• A comprehensive marketing strategy
• A thorough competitor analysis
• A well-defined target audience
• A comprehensive financial plan
• A detailed implementation plan
• A robust evaluation and monitoring framework

In simple terms, a JBP partnership refers to a collaborative agreement between two or more businesses to achieve common goals and mutually benefit from the partnership. It involves working together, sharing resources, knowledge, and expertise to make the most out of each other's strengths and increase the chances of success.

Related terms

Joint Business Plan: What It Is and How to Create One with Your Partners

Are you struggling to align your business goals with your partners? Look no further than a joint business plan. This collaborative approach allows for clear communication, shared expectations, and ultimately, success. Learn how to create one with our guide and take your partnership to the next level.

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Are you tired of working with partners who seemingly have different priorities? Does your business lack direction or goals that are aligned with the vision and values of your company? Well, we have good news for you! A joint business plan might just be the solution you need. A joint business plan is a powerful tool that enables you and your partners to set clear objectives, develop strategies, allocate responsibilities, and align your efforts toward a shared vision. So, whether your business is just taking off or it’s been around for a while, a joint business plan can help ensure its success. In this article, we will guide you through the process of creating a joint business plan with your partners, step by step. Trust us; this is something you don’t want to miss!

Table of Contents

1. unleashing the power of joint business plans, 2. why joint business planning is crucial for your partnership, 3. collaboration that works: how to create joint business plans, 4. the benefits of joint business planning, 5. step-by-step guide to crafting joint business plans, 6. assessing your partnership: the first step in joint business planning, 7. aligning your goals: a key element in crafting joint business plans, 8. creating the perfect joint business plan: tips and strategies, 9. implementing and executing your joint business plan, 10. evaluation and review: tools for improving your joint business plan, 11. taking your partnership to the next level with joint business planning.

• 12. Closing Thoughts: Harnessing the Power of Collaboration with Joint Business Planning

Our Readers Ask

Final thoughts.

Joint business plans (JBPs) are the secret recipe for unlocking formidable results in business. JBPs involve collaboration between two or more companies to craft a strategic plan aimed at delivering mutual benefits. When companies partner using JBPs, they can leverage each other’s strengths and use them for the benefit of the collective. This strategic collaboration also enables companies to share risks, maximize profits and enhance their competitive advantages.

Successful JBPs require comprehensive planning, execution, and review. Companies involved in JBPs must align their visions and goals to minimize conflicts and create a symbiotic relationship. With proper planning and strategy, JBPs can help companies create fresh opportunities, increase market share, boost sales, and drive innovation. By working together, companies can achieve what they would have failed to accomplish independently. It’s high time businesses embraced JBPs as they have a proven track record of expanding boundaries and growing businesses beyond what they thought possible. Through JBPs, businesses can harness existing experience, put their strengths to work, and foster productive partnerships to achieve valuable results.

Joint business planning is an essential aspect of building a successful partnership. At the heart of any partnership is the goal of achieving shared success, but this can’t be achieved without a clear plan in place. Joint business planning involves setting out a detailed, actionable plan that identifies specific goals, milestones, and responsibilities. Successful partnerships are built on a foundation of collaboration, and joint business planning is the cornerstone of this.

One of the key benefits of joint business planning is that it creates a shared understanding of what success looks like. This helps all parties to work towards the same goals, aligning their efforts to achieve a common purpose. Joint business planning also promotes accountability and transparency, providing a clear framework for measuring progress and evaluating success. By working together to develop a joint business plan, all parties have a clear view of what needs to be done, how it will be achieved, and who is responsible for delivering it. In short, joint business planning is crucial for any partnership that wants to achieve sustained success.

Creating joint business plans can lead to effective collaboration between businesses. When creating these types of plans, it’s crucial to have a clear understanding of each other’s objectives and goals. By working together, businesses can help each other identify any potential roadblocks and develop strategies to overcome them.

When developing a joint business plan, communication is key. Each party should be open to sharing their ideas and concerns. It’s essential to discuss each other’s strengths and weaknesses and to create a plan that will allow both businesses to benefit. By working together, businesses can find new opportunities to grow their customer base and improve their products and services. To ensure that the plan is successful, both parties should commit to it and stay focused on the end goal.

Joint business planning is a powerful approach that brings together two or more companies to work together strategically. It involves close collaboration to achieve common goals, share resources, and most importantly, boost profitability. The idea behind joint business planning is to create a win-win situation for all companies involved.

One of the significant benefits of joint business planning is stronger relationships between companies. This approach helps to foster positive relationships between partners, which can lead to long-term collaboration. Moreover, joint business planning allows each business to bring its strengths to the table. This helps to create a much stronger overall strategy, which can be leveraged to gain a competitive advantage. In turn, this can lead to increased revenue and profitability for all parties involved. Joint business planning is a valuable tool for any company looking to expand its revenue streams and reach new customers while maintaining quality relationships with its partners.

Crafting a joint business plan with your partner can be a daunting process. But don’t worry, we have compiled a step-by-step guide to make this process as smooth as possible. So grab your favorite drink, sit back, and let’s get started!

1. Align your Goals & Objectives: The first step in crafting a successful joint business plan is aligning your goals and objectives with your partner. It is crucial to have a clear understanding of each other’s vision, values, and desired outcomes. Identify your strengths, weaknesses, opportunities, and threats to come up with a plan that leverages both partners’ strengths and mitigates weaknesses. Keep an open mind and be flexible as the process of aligning your goals can take time. Remember, the goal is to build a sustainable and mutually beneficial partnership. 2. Identify KPIs & Milestones: Once you have aligned your goals, it’s time to get down to business and identify the key performance indicators (KPIs) and milestones that will help measure progress towards your goals. These KPIs should be specific, measurable, achievable, relevant, and time-bound. It’s also essential to set realistic milestones that will help you track progress against the plan. The key is to focus on a few critical KPIs and milestones that will drive the desired outcomes. Remember, it’s better to have a few well-defined KPIs than too many that can cause confusion and lack of focus.

Assessing your partnership is the crucial first step in joint business planning. Your success in business hinges on the strength and health of your partnership, so it’s crucial to determine and evaluate where you stand in terms of communication exchange, accountability, and performance.

It’s essential to assess if you and your partner(s) have a clear understanding of roles, responsibilities, and goals. This process involves reviewing each partner’s contribution to the business, identifying strengths and weaknesses, and decision-making strategies. We recommend identifying Critical Success Factors (CSFs) to measure the progress of your partnership. CSFs could include customer satisfaction, productivity, quality of work, and timely completion of tasks. This assessment should be repeated at regular intervals, at least once a year.

When crafting joint business plans, aligning your goals with your partner’s is crucial. Without this, you may find yourselves hitting roadblocks or even worse, going in completely opposite directions. To avoid this, it’s essential to communicate clearly and frequently with your partner and make sure everyone is on the same page.

One effective way to align goals is to create a shared vision. This should include a clear understanding of what both parties hope to achieve and how it will benefit each other. Don’t be afraid to brainstorm and get creative in generating ideas for this vision. Once it’s established, use it as a reference point and constantly refer back to ensure you’re both working towards the same goals. With a clear vision in place, you’ll have the foundation needed to drive your joint business plan forward.

Joint business plans are essential for successful partnerships, and creating the perfect one requires careful planning and execution. A well-crafted business plan can help you and your partner brainstorm innovative ideas, establish goals, and identify potential challenges and solutions. To ensure that you create a joint business plan that meets both of your expectations, consider the following tips and strategies.

1. Define your goals and objectives: Before starting, it’s essential to define the goals and objectives of your partnership. Take the time to understand each other’s business priorities, strengths, and weaknesses, and how you can complement each other. Clarifying your goals will help you set the direction for the business plan.

2. Communication is critical: Good communication is vital when creating a joint business plan. Make sure you and your partner are on the same page and have open lines of communication throughout the process to capture new ideas and avoid misunderstandings. Regular meetings and progress updates will also help keep everyone aligned and ensure that you stay on track toward your goals. With these tips and strategies, your partnership can be successful and result in a formidable joint business plan.

Now that you and your partner have crafted a comprehensive joint business plan, it’s time to put it into action. The success of your partnership relies heavily on how well you execute the plan. In this section, we’ll cover some essential steps to take in implementing your joint business plan.

First, it’s vital to assign responsibilities correctly. You and your partner should establish clear roles and expectations for each team member involved. Don’t leave any room for confusion or ambiguity. Next, create a timeline with specific deadlines for action items. Once you’ve established a timeline, stick to it as closely as possible. Make sure to communicate frequently with your partner to make sure progress is being made. Lastly, be prepared to make some adjustments along the way, as things may arise that are beyond your control. By working together proactively and communicating effectively, you can successfully execute your joint business plan and achieve your business objectives.

As with any business strategy, evaluating and reviewing your joint business plan is crucial to its success. By doing so, you can identify areas where you need to adjust your approach and make changes that will help you achieve your goals. Fortunately, there are several tools you can use to make this process easier.

First, consider using a SWOT analysis. This involves analyzing your plan’s strengths, weaknesses, opportunities, and threats. You can use this information to refine your strategy and make it more effective. Other tools include regular check-ins with your partner, tracking your progress with specific metrics, and seeking feedback from customers and other stakeholders. Whatever method you choose, make sure you are regularly evaluating your plan’s effectiveness and making changes as needed to stay on track.

Another critical tool for improving your joint business plan is to conduct regular reviews. This can involve reviewing your progress against your goals, analyzing any roadblocks or challenges you’ve encountered, and brainstorming new ideas for growth and development. These reviews should be conducted on a regular basis and involve all stakeholders to ensure that everyone is on the same page and working towards the same goals. By taking the time to evaluate and review your plan, you can ensure that you are always moving forward and continually improving your partnership.

Now that you have established a great partnership with another business, it’s time to take things to the next level. Joint Business Planning is a strategic process that allows both businesses to work together to create a plan that benefits all parties involved. This is an excellent opportunity to align goals, prioritize initiatives, and create a roadmap for success.

Joint Business Planning involves collaboration, communication, and open-mindedness. Both businesses should be willing to share insights, resources, and challenges to achieve the best possible outcomes. Through this process, you can identify opportunities to grow revenue, increase market share, and optimize operations. Moreover, this process ensures that both parties are on the same page in terms of timelines, budgets, and expected outcomes.

Here are some tips to ensure that your Joint Business Planning process is successful:

-Create a shared vision and mission statement that aligns with both businesses’ core values and objectives. -Develop a clear methodology that outlines goals, strategies, and metrics for success. -Identify areas of expertise and assign individuals to take responsibility for specific tasks. -Set realistic timelines and budgets for project phases. -Be transparent, open-minded, and willing to compromise for the greater good.

By investing time and effort in Joint Business Planning, you can take your partnership to the next level and achieve great things together.

12. Harnessing the Power of Collaboration with Joint Business Planning

Joint Business Planning (JBP) is not just another fancy corporate buzzword. It represents a powerful tool that allows collaborators to examine their respective strengths and weaknesses to achieve a common goal. Collaborative teamwork that rests on transparency, honesty, and mutual trust is key to the success of a JBP. In this era of intense competition, JBP has become an essential component of the business strategy that enables companies to survive and grow. Therefore, companies that are willing to harness the power of collaboration as facilitated by JBP are best positioned to succeed in today’s marketplace.

Remember, the JBP process is not a one-time event. It is a continuous process that requires the active participation and commitment of all parties involved. JBP has proven to enhance cohesiveness, efficiency and ultimately the profitability of businesses. It gives the collaborators the best chance of achieving their goals in a way that benefits all parties. Harnessing the power of JBP enables businesses to save costs, reduce risks, and increase revenues by tapping into the knowledge, resources, and expertise of others with complementary skills. So, put your ego aside, and start exploring the benefits of JBP, as it is a proven method to achieve success in the world of commerce.

Q: What is a joint business plan? A: A joint business plan is a document created in collaboration with your business partners that outlines key objectives, strategies, tactics, and timelines for achieving common goals. It’s essentially a roadmap for success that everyone can agree on and work towards achieving.

Q: Why is creating a joint business plan essential? A: Creating a joint business plan is crucial because it helps align the objectives and strategies of all parties involved. It reduces misunderstandings and conflicts that may arise from different interpretations of goals and expectations. Additionally, it ensures that everyone is on the same page and working towards the same end result.

Q: How do you create a joint business plan with your partners? A: To create a joint business plan, start by coordinating with your partners to determine shared objectives, values, and priorities. Next, identify key performance indicators (KPIs) and milestones to help measure progress and track success. Develop targeted strategies and tactics for achieving these goals, and establish clear timelines and accountability measures.

Q: Who should be involved in the joint business plan process? A: Ideally, all partners should be involved in the joint business plan process. This includes stakeholders, executives, managers, and other key decision-makers. However, the specific roles and responsibilities of each individual may vary depending on the nature of the partnership and the goals outlined in the plan.

Q: What are some benefits of using a joint business plan? A: The benefits of using a joint business plan are many. It helps increase accountability, promote collaboration, and improve communication between partners. It also helps avoid misunderstandings and conflicts that can arise from differing interpretations of goals and expectations. Overall, it’s a powerful tool for achieving business success.

Now that you know about joint business plans, it’s time to take the leap with your partners and start creating a practical roadmap for your business. With a solid plan in place, you can achieve your goals faster and achieve success with ease. Remember, collaboration is key in every business, and in joint planning, you get to leverage the strengths of every partner, to maximize your output. So, don’t hold back, get your partners together, and create an effective joint business plan today. Trust me; it’s the best decision you’ll make for your business!

Business Writer

A dynamic business writer with a talent for uncovering the latest trends and innovations in the world of startups and entrepreneurship. With a background in finance and a passion for storytelling, Morgan’s articles offer a unique perspective on the challenges and opportunities facing today’s business leaders.

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How to Create an Effective Joint Business Plan

For two businesses to form a joint venture, they need a plan that outlines the nature of the business coalition. A joint business plan defines the state of the companies involved, the purpose of the joint business and the partners’ responsibilities.

A joint business plan describes all the activities that these business ventures must carry out to achieve specific goals.

The relationship between the two parties and their goals must be clearly understood. After creating the business plan, it must go through a legal review to test its legitimacy. In your business planning, you work together in a collaborative relationship toward mutually agreed terms.

Business planning for joint ventures helps the parties leverage resources, reduce costs, combine expertise and/or enter foreign markets. A well-defined joint business plan is vital for any agreement and business strategy.

What is a joint business plan?

A joint business plan is a document that defines a merger between two or more companies. It describes the purpose and responsibilities of each partner in the incorporation. You may also see it as a collaborative process of planning where a supplier and retailer agree on both long- and short-term goals, including growth, finances and shared initiatives for profitability.

The purpose of a joint business plan is to design a win-win strategy for increasing consumer sales. This plan allows the partners to build a formidable relationship with retailers for mutual support and benefits. Having agreed upon goals, both parties share insights on a common vision for better support, customer growth, enhanced process and improved sales.

Business planning depends on interested parties sharing their plans with defined mutual growth opportunities. The partners can detail and share strategic planning, growth strategy, tactics and any area of competitive advantage.

The joint business plan is created once a partnership agreement is mutually beneficial and defined. Parties would draw up, approve and sign a formal contract before the execution of the plan. This is followed by a periodic review of joint scorecards based on necessary performance metrics to fine-tune strategies.

The joint business planning process comprises every possible logistic, including human resources planning and how to reach project milestones. Resource accountability is vital to building trust. Your best tool for transparent resource use and accountability is a resource planner .

If the employees of the venture will need to go to a different location, the venture will likely have difficulty planning their tasks and locations. TimeTrack Auto-Scheduling provides joint ventures with a transparent planning tool that reduces effort and enhances error-free shift planning.

TimeTrack Auto-Scheduling

Types of joint business plans

Standard plan.

This is often referred to as the working plan. It offers an overview of the company, outlines its goals, and details when and how entrepreneurs wish to achieve the goals. Such a plan helps secure funds, investments or loans. Within the plan, you could specify how you will use investor funds and their potential profits.

What-if plan

Sometimes things don’t go as planned in business. The what-if business plan defines the various roadblocks that a company might face as it strives to achieve its business objectives. The venture is largely at the whims of external factors, including the supply chain and stock market. You need to outline a predictable scenario to let business partners know how to recover their funds.

One-page plan

While a detailed plan is vital, there are instances where you will need to provide an abridged version of your plan. This one-page business plan outlines the summary of demand, solution, model, management team and action plan.

Start-up plan

A business plan for entrepreneurs, especially those in the early stages of their business planning, will need a start-up business plan. It is designed to give potential investors the bigger picture and outline how you want to achieve your goals. It often includes an executive summary, background, product and service descriptions, market analysis, costs and financial projections.

Expansion plan

This is a business plan that’s necessary when you need to scale your business and identify the necessary resources for its development. These could be financial investment, an additional workforce, new products or raw materials. This plan will detail the business background, needed resources and how they will contribute to growth and business expansion.

Operational plan

An operational business plan revolves around near-term goals , especially those you will work towards achieving within a year. It defines the activities your venture will focus on and emphasizes the role of the workforce and budgeting in achieving the operational goals. In most situations, the heads of departments are key participants in the operational plans because of the need for approval in achieving the goals.

Strategic business plan

This is different from the others because it focuses on how departments can work together. This venture plan is more comprehensive and requires senior-level approval before implementing goals. This plan answers the questions of how to achieve goals, what resources are needed and the execution plans for achieving the goals.

Joint business planning tips

Companies that benefit from a joint business plan

A joint venture exists mainly as a contract between new cooperating partners. In forming a joint venture, each of the business partners agrees to the assets they will bring to the table and how income and expenses will be shared.

While a joint venture is a corporation between two or more entities, each of the companies, be it an individual, company, corporation or group of individuals, still has its original legal status, though not all joint ventures result in a new business entity. These companies could be sole proprietorships or partnerships, limited partnerships, corporations, limited liability companies or non-profit organizations.

Examples of a joint business plan

Perhaps you have an online venture selling high-quality products at reasonable prices, while needing to increase brand strength. Such an example of a joint business plan outlines a company overview, executive summary, product and service offerings, marketing strategy, market analysis, budget and financial planning.

A joint business plan may be designed for ventures rendering menu services such as lattes, espresso, coffee, cappuccinos, and sandwiches. The business plan outlines an executive summary and studies your competition , target market, marketing plan, ownership structure and operational plan.

A joint venture could be designed around offering services such as shipping, faxing, postal and copying to residents to conduct research , create debate space and generate ideas. This example of a business plan will include an executive summary, a vision and mission statement, goals, objectives, and measures, organizational structure, marketing analysis and a financial plan.

Top strategies for effective joint business plan

In a joint business venture, there are risks which include rising complexity, cultural diversity, high failure rates and language diversity. The strategies detailed below will benefit the venture in navigating the challenges through effective joint business planning.

Strategic plan

Strategic global planning is an effective business practice for entering a new market. It helps to identify opportunities and threats. Before beginning strategic planning, be sure that a joint venture is the right action for you. Compare the strengths and weaknesses of the partners to confirm a good match. Your strategic plan should explain why you want to collaborate with that partner and what you hope to achieve, how to monitor trends and collect good data. Some of the reasons you may wish for a new joint partner may be to enter a new market, geographic expansion, financing, etc.

The right partner

The choice of partner is crucial, but what is more important is understanding the effectiveness of partners in delivering on their promises. Do your due diligence on your partner’s attitude toward collaboration, performance and level of commitment. What about sharing the same objectives?

Effective communication for a great relationship

After your investigation, if you deem the partner fit, find mutual ground. Communication is the key to a good relationship. Make sure your partner understands the foundation of the joint venture and agreement. Ensure they agree on human resources, financial contributions and goals. To consolidate the stability of your venture, be upfront, honest and transparent about your objectives.

Clarify how, what, and where

Be clear on the vision, strategic plans and scoreboard to ensure that everyone is energized and united about the goal. Define a common working pattern. This has to include conflict management, decision-making, collaboration, problem-solving and technology strategies. Focus on win-win solutions.

Track performance

Is everyone putting in the hours and making productive headway? One way to gauge this information is by time tracking. One of the challenges for companies whose employees work in shifts and in different locations is tracking attendance. TimeTrack Attendance Tracking helps companies monitor employees’ work hours and leave days, so that managers can stay up to date on potential delays.

TimeTrack Attendance Tracking

Once you have set out the goals and vision for the new venture, establish key performance indicators, the data you want to track and the process to measure those performance metrics. This involves creating a joint scorecard for each metric against trends and competition. The targets you set must guard against possible problems the partners might encounter.

Build trust

Your best joint business strategy is to build trust and create value, without which your partnership is bound to fail. Trust is the foundation of every partnership. It is an important factor in business planning. Without it, neither partner can succeed. How do you manage diverse cultures, interests and languages if the partners lack trust? Trust builds team strength and encourages creativity while promoting collaboration.

Good leadership

The cost of poor leadership is so high that you must not venture into joint partnership without assurance of good leadership. Focus on building good leadership and not just creating “bosses”. Leadership presents the biggest opportunities to change the performance narrative. Create a strong leadership team, from whom all employees can learn.

A joint business venture is not without its challenges. To ensure a successful collaboration, focus on a clear strategy, excellent communication, transparency and strong leadership.

I am a researcher, writer, and self-published author. Over the last 9 years, I have dedicated my time to delivering unique content to startups and non-governmental organizations and have covered several topics, including wellness, technology, and entrepreneurship. I am now passionate about how time efficiency affects productivity, business performance, and profitability.

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A Guide to Joint Business Planning Best Practices

• March 21, 2024
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Joint business planning is a crucial aspect of fostering successful collaborations between companies. In today’s dynamic business environment, strategic partnerships have become increasingly prevalent, making it essential for organizations to adopt effective joint business planning best practices. This article will explore the key principles and strategies that contribute to successful joint business planning, providing insights into how businesses can optimize their collaborative efforts for mutual growth and success.

Table of Contents

The Importance of Joint Business Planning in Today’s Market

In an era defined by rapid change and increasing interconnectivity, the significance of joint business planning cannot be overstated. This section explores how businesses can gain a competitive edge, foster shared vision, and unlock mutual growth opportunities through effective collaborative strategies.

Competitive Advantage and Shared Vision

Joint business planning serves as a catalyst for companies seeking a competitive advantage in the market. When organizations come together to strategically plan and align their strengths, they create a synergy that surpasses individual capabilities. This subsection delves into how collaborative efforts can amplify competitiveness by leveraging the unique strengths of each partner.

A shared vision is the cornerstone of successful partnerships. This subsection emphasizes the importance of establishing a common understanding of long-term goals and objectives. By aligning visions, businesses can enhance cooperation, minimize conflicts, and work towards a unified purpose. Effective joint business planning ensures that all stakeholders are on the same page, promoting a cohesive approach to achieving shared goals.

Mutual Growth Opportunities and Win-Win Strategy

Joint business planning creates a framework for identifying and capitalizing on mutual growth opportunities. This involves exploring synergies between partners, uncovering complementary strengths, and strategically leveraging resources. This subsection explores how collaborative planning facilitates the identification of avenues for joint growth, leading to mutually beneficial outcomes.

The essence of successful joint business planning lies in adopting a win-win strategy. This involves creating scenarios where all parties involved stand to gain, fostering a collaborative environment based on trust and reciprocity. This subsection delves into the principles of a win-win approach, showcasing how it not only enhances the success of partnerships but also builds a foundation for long-term, sustainable relationships.

Core Elements of Effective Joint Business Planning

Collaboration is only as strong as the foundation it is built upon. This section delves into the essential elements that underpin successful joint business planning, emphasizing the importance of aligning business strategies, sharing shopper and marketplace insights, and cultivating collaborative working relationships.

Aligning Business Strategies for Success

Central to effective joint business planning is the alignment of business strategies. This involves harmonizing the goals, tactics, and overarching plans of collaborating entities. By ensuring strategic congruence, partners can maximize the impact of their combined efforts. This subsection explores the intricacies of strategic alignment and how it forms the bedrock for successful joint business planning.

Effective joint business planning goes beyond immediate gains; it incorporates a holistic approach that integrates both short-term wins and long-term objectives. This subsection discusses how businesses can synchronize their timelines and milestones to create a comprehensive strategy that facilitates sustainable success.

Shared Shopper and Marketplace Insights

An integral aspect of joint business planning is the sharing of shopper insights. By pooling data and understanding consumer behavior and preferences, partners can tailor their strategies to meet evolving market demands. 

This subsection delves into the importance of shared shopper insights and how they contribute to more informed decision-making in collaborative endeavors.

In a dynamic marketplace, staying ahead requires constant awareness. This subsection explores how joint business planning encourages the exchange of marketplace intelligence. Partners can adapt to changing trends, capitalize on emerging opportunities, and navigate challenges more effectively by combining their knowledge and resources.

Collaborative Working Relationships

At the heart of effective joint business planning is the cultivation of collaborative working relationships. Trust and open communication form the backbone of successful partnerships. This subsection explores strategies for building trust among partners and fostering an environment where transparent communication is prioritized.

Collaboration often involves navigating unforeseen challenges and capitalizing on unexpected opportunities. This subsection discusses the importance of flexibility and responsiveness in joint business planning, emphasizing the need for partners to adapt and evolve together in a dynamic business landscape.

How to Create an Effective Joint Business Plan

In the pursuit of successful collaborative ventures, crafting an effective joint business plan is paramount. 

This section outlines the key steps involved in creating a robust plan, covering aspects such as setting joint objectives, resource allocation, and addressing legal considerations.

1. Setting Joint Objectives and Account Management

The foundation of any joint business plan lies in establishing clear and achievable objectives. This subsection explores the importance of defining shared goals, aligning strategies, and ensuring that all stakeholders are committed to a common purpose. Clear objectives provide a roadmap for collaborative efforts, guiding partners toward mutual success.

Effective account management is crucial for the seamless execution of joint business plans. This involves assigning responsibilities, creating accountability structures, and establishing communication channels. 

Delving into the intricacies of strategic account management, this subsection highlights how a well-organized approach contributes to the overall success of collaborative initiatives.

2. Resource Allocation and Shared Resources

Resource allocation is a critical aspect of joint business planning, ensuring that both parties contribute and benefit equitably. 

This subsection explores strategies for optimizing the allocation of financial, human, and technological resources. By balancing contributions, businesses can enhance efficiency and maximize the impact of their collaborative efforts.

Collaborative ventures often involve the pooling of resources to achieve common goals. This subsection delves into the concept of shared resources, emphasizing how partners can leverage each other’s strengths to overcome challenges and capitalize on opportunities. 

Efficient utilization of shared resources enhances the overall effectiveness and sustainability of joint initiatives.

3. Formal Contracts and Legal Aspects

A crucial step in creating an effective joint business plan is the establishment of formal contracts. This subsection explores the importance of clearly defined agreements, covering aspects such as roles and responsibilities, dispute resolution mechanisms, and exit strategies. 

Robust contractual frameworks provide a solid foundation for trust and transparency between collaborating entities.

Navigating the legal landscape is essential for the success and longevity of joint business ventures. 

This subsection delves into the legal aspects involved in collaborative efforts, addressing issues such as intellectual property, confidentiality, and compliance. Understanding and addressing legal considerations from the outset safeguards the interests of all parties involved.

Best Practices for Joint Business Planning Execution

Effective execution is the linchpin of successful joint business planning. This section explores best practices that organizations can adopt to ensure the seamless implementation of collaborative strategies, including the use of performance metrics, monitoring, accountability, and value chain analysis.

1. Performance Metrics and KPIs

Setting and monitoring performance metrics are essential elements of joint business planning execution. This subsection delves into the process of defining key performance indicators (KPIs) that align with the shared objectives of the collaborative venture. 

By establishing measurable benchmarks, organizations can gauge the success of their efforts and make informed decisions to optimize performance.

Performance metrics should not be static; instead, they should be subject to continuous evaluation. This subsection emphasizes the importance of regularly assessing KPIs, analyzing performance data, and adapting strategies based on the evolving needs of the collaboration. 

A dynamic approach to performance measurement ensures that joint business plans remain responsive to changing market conditions.

2. Monitoring and Accountability

Effective monitoring is a cornerstone of successful joint business planning execution. This subsection explores proactive monitoring strategies, including the use of technology, regular communication channels, and real-time data analysis. 

By staying vigilant and responsive, organizations can identify potential issues early on and take corrective actions to maintain the trajectory toward shared goals.

Clear accountability structures are vital for the success of collaborative ventures. This subsection delves into the importance of defining roles, responsibilities, and expectations within the partnership. 

Establishing accountability structures fosters a sense of ownership among all stakeholders, ensuring that each party contributes actively to the joint business plan’s execution.

3. Value Chain Analysis and Multi-functional Execution

Conducting a value chain analysis is a best practice that can significantly enhance joint business planning execution. This subsection explores how organizations can identify value-creation opportunities at each stage of the collaboration. 

By optimizing the value chain, partners can streamline processes, reduce costs, and deliver enhanced value to customers.

Collaborative ventures often involve the integration of multiple functions within each organization. This subsection discusses the importance of multi-functional execution, emphasizing the need for seamless coordination across departments. 

By breaking down silos and promoting cross-functional collaboration, organizations can ensure the holistic implementation of joint business plans.

Creating Value Through Customer Focus

In today’s customer-centric business landscape, creating value for consumers is at the forefront of successful joint business planning. 

This section explores strategies for placing customers at the center of collaborative efforts, enhancing consumer sales, and elevating the overall customer experience.

How to Create Value for Customers Through Joint Business Planning

A fundamental step in creating value through joint business planning is gaining a deep understanding of customer needs and preferences. This subsection explores how organizations can leverage market insights, customer feedback, and data analytics to identify and prioritize customer-centric initiatives. 

By aligning collaborative strategies with customer expectations, businesses can create offerings that resonate with their target audience.

Effective joint business planning involves co-creating solutions that address specific customer pain points. This subsection emphasizes the importance of collaboration in ideation and product development, showcasing how partnerships can bring together diverse perspectives and expertise to deliver innovative solutions. 

Co-created offerings not only meet customer needs but also differentiate the collaborative venture in the market.

Consumer Sales and Customer Experience

Joint business planning can significantly impact consumer sales by optimizing distribution channels, expanding market reach, and aligning sales strategies. This subsection explores how organizations can leverage their collaborative efforts to boost consumer sales. Whether through joint marketing initiatives, bundled offerings, or cross-promotions, aligning sales strategies enhances the overall success of the partnership.

Customer experience is a critical differentiator in today’s competitive market. This subsection delves into how joint business planning can be structured to elevate the customer experience. 

From seamless transactions to personalized interactions, collaborative ventures can enhance every touchpoint in the customer journey. Focusing on customer satisfaction not only builds loyalty but also contributes to the long-term success of the collaborative partnership.

In conclusion, the journey through the intricacies of joint business planning best practices has highlighted the pivotal role that effective collaboration plays in today’s dynamic business environment. 

From aligning business strategies and setting joint objectives to executing plans with a customer-centric focus, the success of collaborative ventures hinges on a thoughtful and strategic approach.

Frequently Asked Questions (FAQs)

What are the key metrics to measure the success of a joint business plan.

Measuring the success of a Joint Business Plan involves tracking key metrics such as revenue growth, market share expansion, customer satisfaction, cost savings, return on investment (ROI), and adherence to compliance and risk mitigation. 

These metrics provide a comprehensive evaluation of the collaborative venture’s impact on both financial and operational aspects, ensuring a holistic assessment of the plan’s effectiveness.

How do you resolve conflicts during the Joint Business Planning process?

Resolving conflicts during the Joint Business Planning process requires an open communication approach, identification of root causes, and, when needed, the involvement of a neutral third party for mediation. 

A clear definition of roles and responsibilities, the establishment of conflict resolution protocols within the joint business plan, and a focus on shared objectives contribute to addressing conflicts promptly and fostering a collaborative environment.

What role do executive sales leaders play in Joint Business Planning?

Executive sales leaders play a pivotal role in Joint Business Planning by strategically aligning sales efforts with overall business goals, contributing to resource allocation discussions, cultivating relationships with key stakeholders, providing market insights, and overseeing the performance of sales teams. 

Their involvement ensures that sales strategies complement the collaborative venture’s objectives, driving success in terms of revenue and market impact.

How often should a Joint Business Plan be reviewed and updated?

The frequency of reviewing and updating a Joint Business Plan varies but commonly involves quarterly reviews for timely adjustments based on market changes and annual updates for comprehensive reassessment of long-term goals. Additionally, trigger events such as major market shifts or significant internal changes may prompt unscheduled reviews. 

Adapting the frequency based on the dynamic nature of the business environment ensures the plan remains relevant and responsive to evolving conditions.

Are there any software tools that can facilitate Joint Business Planning?

Various software tools facilitate Joint Business Planning, offering features such as collaboration, data analysis, project management, and document sharing. Platforms like Microsoft Teams, Slack, or Asana enhance communication, while tools such as Tableau or Power BI aid in data analysis.   Project management software like Trello or Jira helps in planning and tracking progress, and CRM systems like Salesforce or HubSpot centralize customer interactions and sales activities. The selection of tools depends on the specific needs and preferences of the collaborating organizations.

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What Is Joint Business Planning?

Executive Vice President and Chief Merchandising Officer , Sam’s Club (Walmart)

Tectonic Shifts in the Retail Environment

The symbiotic relationship between retailer and Consumer Packaged Goods (CPG) companies has, till now, been able to support steady growth based on demand alone. Now, as the Consumer Goods (CG) industry continues to shift away from organic expansion, the need to reach more customers and engage new audiences is more important than ever.

Let’s dive in to some of the key shifts our customers are seeing in the retail environment:

• Competition: Authentic challenger brands are continually entering the market. According to a recent survey carried out by McKinsey, 30-40% of consumers have been trying new brands and products during the pandemic. Of these consumers, 12% expect to continue to purchase the new brands after the pandemic. More competition = more difficulty obtaining or retaining market share.
• Price Pressures: Global supply chain stress has created a multitude of issues for companies seeking to keep costs down. Disruptions in labour markets have seen  15% of companies  with insufficient labour for their facilities to keep up with increases in demand, leading to inflation re-emerging as a significant problem for the first time since the 1970s.
• Regulations: Changing consumer needs are not only encouraging the rise of new, healthier alternative brands but also instigating real legislative change. For example, in October 2022, HFSS (High in Fat, Salt & Sugar) regulations  will see a crackdown on promotions for unhealthy food and drinks, which will have serious repercussions for both suppliers and retailers.

Traditional Account Management Is Obsolete

Retail, Wholesale & Distribution Leader , Deloitte Global

These shifts have caused retailers to change the way they do business; the traditional playbook needs to be thrown out and rewritten. The diversification we have seen in channels, models and store formats means that retailers’ expectations for suppliers have changed. And, as increasing numbers of authentic challenger brands come to market, competition has never been higher. 

For both retailers and suppliers, Key Account Management (KAM) needs to be revisited. A culture of test & learn in real time needs to be applied to contend with these new market entrants and, with “key accounts contribut[ing] between 40% to 80% of revenue for a branded supplier” in developed markets as indicated by   this article by Bain & Company , the time to reinvent is now.

Major incentives for change can be distilled into these three points:

Negotiation Can Feel Like a Zero-Sum Game

In the past, the CPG industry power dynamic has often favoured the supplier, but this is no longer the case.   Only 3% of retailers   are in an exclusive relationship with just one supplier in a given category, indicating the clout they hold to sway access to consumers is higher than ever before. With   a number of Consumer Goods companies   falling prey to a one-size-fits-all to their global business models, they have been losing valuable ground to more specialised, relevant competitors.

For CPG companies, visibility at point-of-sale for their products is vital. For retailers, getting the product in-store   to   sell is their business. Having retailers being ‘on-side’ and aligned is game-changing for suppliers. 

But, as indicated in the name, Joint Business Plans need to be exactly that: Joint. If the manufacturers arrive at the table with a railroad agenda, offering little to no agency to the retailer, it will be too one-sided and off balanced. If retailers have unrealistic expectations, e.g broad assortments or 24-hour delivery, from certain suppliers, the equilibrium of the plan will be thrown off from the outset. This is where the value of insight-sharing cannot be understated;   IGD asserts   that both sides must ‘be prepared to share information with each other’ to achieve success.

Both CPG companies and retailers need to be able to influence the plan and offer respective insights to avoid creating a zero-sum atmosphere.

How Can Joint Business Planning Be Achieved?

For companies collaborating on Joint Business Plans, certain proactive steps need to be taken to fit the plan to benefit both parties. Bain & Company have set out   five key steps   that they have seen Consumer Goods companies take to achieve ‘more trustful and productive’ relationships and provide significant value.

1. Understand the Retailer’s Economics as Well as Your Own

Entering into a business relationship, such as a JBP, with a full understanding of where a potential partner is in the market is pivotal to a successful collaboration. Being aware of any weaknesses provides the opportunity to address them before they become an issue and impact your business. 

In turn, a complete understanding of your own business’ strengths and weaknesses before embarking on any external partnership is equally important. A Joint Business Plan can only be successful if it truly brings benefit to both the retailers and CPG companies; without this, joint commitment can’t be assured. 

This demands the creation of an environment where retailers and CPG companies can offer total visibility into their data, thereby enabling creation of target audiences and consumer journeys. As indicated by an   IGD Industry Survey , ‘Too often trust is the biggest barrier to putting any proposal into action’. Data transparency reduces the possibility of down-the-line surprises and potential derailing of the plan.

2. Differentiate Your Joint Business Plan and Align It With Your Retailer’s Strategy to Target Shoppers

While keeping costs down may be   advantageous, it is vital not to lose sight of the top priority; understanding the target customer segments. 

Customer data extracted through the collaborative JBP can help maintain product stock levels, illustrate demand and identify trends in product distribution. Without this information, even a theoretically perfect Joint Business Plan will fail. Understanding who the customers are and what they are buying better enables CPG companies and retailers to produce and distribute – keeping the customer’s needs at the crux of their strategy.

It’s important to note that Joint Business plans are not one-size-fits-all; it may take more time to differentiate a plan to make it more tailored to a specific relationship, but the benefits can outweigh the expense.

3. Have Teams on the Ground Executing Key Customer Touchpoints and Confirming Compliance

Research by POI illustrates that   58% of CPG companies   are struggling with retailer aligned compliance for store-level promotion execution. Clearly, there is a concerted need to ensure in-real time that assured promotions are being carried out, but   27% of CPG companies   do not get   any   real-time insights into retailer compliance, forcing them to wait until the end of a cycle to make any significant changes.

While promotion compliance isn’t a new issue in the Consumer Goods industry, it can be a major roadblock to a JBP. With teams in the field, far more regular compliance checks can be performed and the information shared much wider, much faster. 

4. Maintain Year-Round Contact With Customers at Multiple Levels and Functions

The dialogue between each party needs to continue beyond initial negotiations and agreements. Regular meetings provide opportunities to correct mid-cycle issues, where the retailer and CPG company can align on real-time results and solutions. 

Without clearly defined and tracked performance metrics, the success of the JBP is uncertain. Both parties need to agree on what data sources are going to be reviewed. Expectations must be laid out internally and externally, to establish what each side hopes to get out of the arrangement. This will prevent potential disappointment if or when unaired expectations aren’t met. 

It is also important to have discussed and agreed upon the terms and investment in the JBP. Going into a project aware of the value that each business is adding to the other and being able to quantify the ROI is fundamental to a successful Joint Business Plan.

5. Use the Most Advanced Tools and Insights to Stay on Top of Your Joint Numbers

As shown in the recent Promotion Optimization Institute (POI)   State of the Industry Report , 64% of manufacturers have challenges when looking for data from retailers. When data is such a foundational element to gainful retailer partnerships, it needs to be shared. The ideal is to involve teams from across the company including distribution, sales, finance and marketing. Siloed internal communication can negatively impact information sharing and lead to failure of a JBP.

CPG companies need to leverage real-time insights pulled from a range of commercial data sources that allow them to optimize strategies based on their business goals and current supply and promotion constraints. This maximises the value of every dollar invested in trade spend.

Aforza & Joint Business Planning

Closely aligned with the tenets of   Bain’s Key Account Management Commercial Excellence   framework, Aforza drives Joint Business Planning with an end-to-end platform of core functionalities:

• Account 360° View : Gain a complete view of an account’s hierarchies and key relationships, as well as visibility into all engagement activity across channels.
• Real-time Data & Insights on Account Performance:   Get real-time insights, from a range of commercial data sources, across all aspects of your key account performance.
• Integrated Trade Promotions:   Optimize trade spend  and   target key customers   by displaying a real-time view into promotion performance, inventory levels, sales order insights, budgets & funds, plans & objectives.
• Retail Execution   Checks from Field Sales Teams:   Leverage your teams in the field to check key account compliance and take promotion-based order capture with penny-perfect pricing on mobile;   online or offline .
• Digital Asset Management :   Ensuring all important business documents are centralised and accessible against the account, such as contracts and Joint Business Plans.

Check out this demo from Aforza’s Chief Product Officer, Nick Eales, as he showcases how leading Consumer Goods companies are leveraging Aforza to create productive account collaborations that unlock revenue potential like never before:

With industry-leading innovations and capabilities, the Aforza cloud & mobile solution continues to help consumer goods companies sell more and grow faster. Take the first steps now and create productive account collaborations that unlock revenue potential like never before.

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Joint Business Plan: what's the point? .

It’s around this time that manufacturers and retailers agree joint business plans, or JBPs, for the coming year. But JBPs can be a very mixed bag, so if you’re going to do one, it’s essential you do it in the right way and for the right reasons. JBPs come in just three flavours, so which one is right for each of your major relationships?

The Sales Plan:

It’s the most common form of JBP but, in reality, it’s nothing more than a 12-month promotion calendar. Periods of trading, interspersed with launches and deals. It’s a low-value exercise. At best it helps you coordinate activity, stock, and investment across the year, but it’s never going to transform your businesses, so don’t waste much time on it.

The Battle Plan:

This flavour of JBP is really a competitive negotiating tool, to be used to gain specific commitments and concessions. A retailer may be offered extra promotions for a cost price increase. A manufacturer might be promised volume growth in return for more investment. The numbers in the plan are only there to support the negotiation, and to be used as a beating stick, for one side or the other, during the year. It’s a hard-nosed deal for a 12-month period, so it needs time, focus and planning.

The Strategic Plan:

The “strategic” JBP is very different. It requires an open, collaborative relationship. It starts with an ambitious vision of where the relationship could be in the future, where it could add genuine value for customers, and where it could create something new, different and worthwhile. The strategy is as much about joint initiatives as it is about buying and selling, and it may outline a plan that will run for the next several years.

BOTTOM LINE:  you can’t collaborate with someone intent on competing with you. But for those relationships where you can collaborate, the rewards from a strategic JBP can be huge. Choose the right approach, set appropriate objectives, and adopt a style to maximise the opportunity. Don’t waste your time going through the motions – there’s really no point.

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JBP: The Brave Approach to Writing a Joint Business Plan

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How you can take the Brave Approach to Writing a Joint Business Plan – JBP – with a UK Supermarket:

Writing a Joint Business Plan (JBP), creating Joint Business plans, JBPs, or terms negotiations, as they can be known, are all relatively new phenomena in the world of supermarkets and suppliers. Whilst some supermarkets and suppliers, particularly the brands, have talked about joint business planning for some time, it is only in the last few years that it has become ‘business as usual’. Now featured in industry news and some Joint Business Plans are published online – This JBP is for Tesco and Nestle in Poland.

The first moves towards a JBP were made when Category Management and ECR made an appearance in the 1990s with tools like the Category Scorecard. Hard-nosed buyers and sceptical account managers reluctantly dipped their toes in the water of true collaboration. Though, as Stephen Covey writes in Habit 4 win:win, the only way forward is together for mutual benefit. The definition of joint business planning is to work with a collaborative mindset towards mutual goals agreed upon for the benefit of the supermarket, supplier and shopper.

The Brave Approach to Writing a Joint Business Plan with a UK Supermarket is about helping UK supermarket suppliers to identify their true business objectives . Also, to understand what is strategic planning, identify the business terms and create a business plan that is worth having for both parties. Here are 7 brave moves that should be taken in The Brave Approach to Writing a Joint Business Plan with a UK Supermarket. This is because a supplier that does, will be best in class:

1. Stating the Blindingly Obvious – A Joint Business Plan is All About Trust

In Accenture’s free report on joint business planning, they talk of a change in mindset for both parties to achieve ‘Increased trust among parties’. And, of course, Accenture is right that trust is absolutely essential for a joint business plan to be effective. Plus, the IGD industry survey on Category Management Capability and Partnership of 2014, said that ‘Too often trust is the biggest barrier to putting any proposal into action’.

The challenge is that trust is hard to build and even harder to understand, particularly for people representing two large companies, where the aim is to make as much money as you can, usually by giving the other party less.

Discussing trust can be a sensitive topic and a brave topic to raise. Doing so provides a solid foundation to build upon. The simple choice is to either raise these issues now or to become frustrated when nothing happens. Better now because both parties are wanting to build a future together.

Action: Add ‘Building further trust’ as an early agenda point in your joint business planning meeting.

2. KISS is the Route that Succeeds Most with Joint Business Plans

KISS is a mnemonic that is often said and rarely used. In joint business planning the watch out is not to write a joint business plan together where people spend days locked away in darkened rooms solving the vision, the big category problems, discussing shopper switching, the next range review, why promotions don’t work, and the ‘kitchen sink’. The challenge and the brave approach is to work on less to achieve more.

Scoping what both parties want to achieve is essential and then identifying the 80:20 of those items. The objectives will be easily identified and usually around, ‘To write a joint business plan that delivers x growth/market share/sales by <date>’. The scope is hard. The important part because it might be just to complete a simple one-page document showing:

• Category Targets
• Category Measures
• Enabling Big Projects
• Project Milestones
• Ways of Working

This document could be just one page. But it is a bought-in, thrashed and motivating page. A page that both parties agree to start with and then review in 3 months. An 18-month plan is about the right timescale to tackle a joint business plan. There are those that will advocate 3 years and even 5-year business plans are needed. The challenge is that most supermarket buyers will not be in place beyond 18 months, and many account managers too.

Action: Agree on the scope of the joint business plan. Divide a page into two, headed up with the scope and then 2 columns; In and Out. Agree on what is in scope, e.g. Discussions that are big picture and what is out of scope, e.g. The day-to-day detail.

3. Naming the Big Project Outcomes is the Key to Success

In our Time Management Training course we talk with the learners about the importance of having a project list and describe the daily to-do list as the wheels of a car, and the project list as the steering wheel. Those without a project list fail to steer towards their KPIs and KRAs , preferring to work on the day-to-day, refusing to acknowledge the big stuff and claiming that they are ‘too busy’.

The same is true of joint business plans and the key is to define the outcome. Instead of writing ‘Promotions Project’, change it to a project outcome title, which could be ‘Promotions Adding Sales of £5m p.a.’. Whilst a subtle change, the difference is that if no traction is made the impact is obvious – £5m lost. Plus, it is less likely that the person will remove the project when the outcome is obvious, and the project owner can genuinely begin with the end in mind – £5m sales to identify.

Making traction on the big projects is essential to see early progress on joint business planning. For each big project, the collaborators need to agree on the first 3 practical and simple actions. These 3 actions will get the project moving. Even if those actions are to get together for 1 hour to brainstorm. Maybe brainstorm how to achieve £5m additional sales from promotions. It is imperative that these debates are not tackled at the Business Planning meeting. This is because it is ‘scope creep’. Which means that it is against the scope that was agreed. Plus, the meeting will achieve very little because too much is trying to be achieved.

Action: Change project titles to project outcomes and agree on the first 3 practical and simple steps for each project.

4. A Simple Dashboard Every 2 Weeks to Keep Things Moving

The experience of most people is that business plans are built with love and sit on a shelf with hate. Their examples have taught them that joint business planning is a necessary evil and ultimately achieves very little.

The brave move is to change your mindset. Get out of the self-fulfilling prophecy, by doing Joint Business Plans differently to the last 10 times. Helping to achieve that is a simple dashboard showing the Category Targets, Category Measures, Enabling Big Projects, Project Milestones, & Ways of Working and most importantly, the progress, with a short commentary. Ideally, on one page, the dashboard is published every 2 weeks. Fortnightly because 1 week is not long enough to see progress and one month is too long if progress is going off-course.

By having a dashboard the joint business plan is kept alive.

Action: Propose a simple dashboard that is to be published every 2 weeks, for the group to approve.

Free Download: JBP Template

Please contact us if you have any questions, 5. reviewing the joint business plan quarterly together.

A smaller team is a brave move. This is because, during the landing of Category Management and ECR in the 90s, the supermarket team and the supplier team would be around 12 people each.

Whilst this was more a demonstration of collaboration and ‘equalling the fight’ than anything else, progress was slow. Nowadays a smaller team can achieve more if they accept that their accountability is to get the information, persuade the other departments, and basically make progress, not being able to cite every other department in their company as the reason for not achieving the required progress.

A smaller team should meet every quarter with the only point on the agenda to discuss the joint business plan. These dates need to be diarised for the full 18 months. Again, the scope is important because the temptation will be to discuss the other 100 issues that need addressing. But bravely accepting that the joint business plan, if delivered, will achieve everyone’s goals, then this is the only topic of discussion.

Beginning with a refresh of what the joint business plan looks like, the agenda should look like this:

• Refresh the joint business plan.
• Ways of Working – Have these been adhered to? What else needs to be done?
• Performance Vs the agreed targets.
• Project progress Vs the agreed milestones.
• Discuss the usefulness of the dashboard, not being tempted to make it too onerous.
• Run through the actions stating what, who and when very clearly and emailed before everyone leaves. Our top tip is to capture actions on email as the meeting progresses. Not afterwards because each one is likely to be re-debated.
• Agree on the date of the next meeting.

Action: Propose dates for the next 18 months and a suggested agenda.

6. Strategic Thinking is the Essential Skill

In the most recent IGD trading survey both suppliers and supermarkets ranked ‘strategic alignment’ and ‘long term planning’ as important now and even more important in the future. The supermarkets said that having these skills was what a supermarket would expect from a ‘best in class’ supplier. Strategic Thinking , as well as being one of those overly used terms and mystifying skills, has now become essential to joint business planning. So much so that job advertisements are asking for applicants to have joint business planning experience. Strategic thinking, strategic planning, and having strategic objectives are about being able to see the big picture, identify insights with high impact and make them happen. The skills of joint business planning are the same, as well as an effective use of some negotiation skills.

The brave move would be to initiate a joint business plan with the supermarket and begin to implement this roadmap to category growth. Action: Read this post on strategic thinking and consider an executive coach to prepare you for your next JBP so that you are the best version of yourself when you negotiate, share your big-picture thoughts and discuss trust.

7. These Critical Meetings are ‘Must Win Meetings’ for Any Supermarket Supplier

Initiating, or being invited to a Joint Business Plan meeting, is pivotal to every supplier because, of course, terms are negotiated and the outcome will have a high impact on the supplier’s annual performance, but also a Joint Business Plan meeting is an opportunity to demonstrate ‘best in class’. Best in class for category understanding, shopper understanding, supermarket understanding, possible solutions, and how to manage these plans to make them work.

For these reasons, the preparation for a must-win meeting must be to achieve the old adage of ‘sweat in training, no need to bleed in battle’. Role plays are an undervalued tool for preparing and for getting the heads-up on those things that could not be predicted and are yet to happen. When millions of pounds can be at stake for one meeting, it pays to be prepared, and ask the experts for help to be the very best version possible.

Action: Book a role play with a suitable colleague/s so that you can sweat in training, or contact us for help. See our Fyffes testimonial for how we supported them.

A Summary of the 7 Brave Moves 

Here is a summary of the 7 brave moves that should be taken in The Brave Approach to Writing a Joint Business Plan with a UK Supermarket because a supplier that does, will be best in class:

• Stating the blindingly obvious – It’s all about trust.
• KISS is the route that succeeds most with joint business plans.
• Naming the Big Project Outcomes is the Key to Success.
• A Simple Dashboard Every 2 Weeks to Keep Things Moving.
• Reviewing the Joint Business Plan Quarterly Together.
• Strategic Thinking is the Essential Skill.
• JBP Meetings are ‘Must Win Meetings’ for Any Supermarket Supplier.

What is your top tip for writing a JBP? Please share your view by commenting at the end of this article.

Creating a JBP that Includes the Required Elements of the Groceries Code Adjudicator 

Only 1 in 2 Suppliers has a written supply agreement according to research by the Groceries Code Adjudicator (Slide 16). A written supply agreement is often a joint business plan. Therefore here is a checklist of often-forgotten items that should form part of the written supply agreement/JBP:

• Payment terms
• Marketing costs, e.g. artwork, packaging, consumer research, or hospitality
• Payments for wastage

A Must Win Meeting Masterclass is only £750+vat for up to 12 people (£62.50 per person). Contact us to book.

Feel free to get in touch. Simply fill out the form below or email us at  [email protected] , and we will be happy to get back to you with further information.

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5 critical areas you must address in e-commerce joint business planning.

JBP sessions have been going on for years. The JBP process is one by which manufacturer and retailer work together to improve both their businesses. They typically align to new product launch support, added or delisted SKUs, trade support funding, and retailer-specific marketing activities. JBP sessions are typically led by the sales manager responsible for the retailer relationship.

Account Teams Are Missing Out

The problem is most sales managers are not putting together comprehensive planning to grow e-commerce sales. They do talk basic items with traditional retailers, such as new SKUs to be added online and sales targets for e-commerce. What they miss is a detailed discussion of elements driving e-commerce sales. They also miss marketing opportunities retailers have with their own online assets.

Oftentimes, sales leaders and shopper marketers may not have cross-functional e-commerce experience to understand all the elements that factor into online sales. They do not have the required combination of digital marketing, software tech, and analytical skills to continuously refine and grow user experience. So they avoid the discussion.

The E-commerce JBP Process: 5 Critical Areas

What's the solution? Brands and shopper marketers must plan for dedicated e-commerce joint business planning sessions... and the process needs to start now!  

JBP sessions should occur with all pure-play e-commerce retailers, as well as with the e-commerce teams for the top ten traditional retailers.

To help with your planning, we are going to describe five key areas you should include in your planning and discussions. There may be other areas that should be included, but these five will start the process of cross-functional planning.

1. Show Up Better: Improve Your Content

One of the most impactful areas a brand can improve is how they are “showing up” on a retailer’s site. They shouldn’t just be listing products. They need to be selling by applying the same sales-driving strategies they would utilize on a retail shelf or in advertising.

The most important factor for doing so is use of content. While most brands do an acceptable job providing specifications for products, they are not creating compelling copy to convince a shopper to buy immediately, from that specific site. It is estimated that sales can be increased by over 50% just by improving copy so that a consumer wants to purchase immediately.

In preparation for a JBP session, the brand needs to do a complete analysis of how their products are showing up on the retailer's site, how they compare to competitors on the site, and how the retailer performs against other retailers.

Next, barriers against improving content need to be identified and remedied. In most cases, such barriers result from organizational issues between the brand and retailer that need to be resolved to allow more fluid updates. Often, brands are not having copywriters develop content; instead, a marketing specialist is assigned to “check the content box.” Most times, comments left by purchasers are not addressed, which hurt brands’ sales if negative. Similarly, product photos may be limited and uninspiring.

During JBP, specific actions need to be agreed upon for both parties to improve content. A set process for improving copy and visuals should be established, including measures to track progress. How comments will be addressed should be specifically discussed. Ideally, a brand should possess the ability to reply to comments and drive trust with other shoppers.

2. Increase Basket Size Better: Cross-sell and Up-sell

There is nothing a retailer wants more than to have a brand that doesn’t just focus on their own sales but rather on how they can increase retailers' overall sales and profitability. A brand with this type of thinking will have disproportionate value with the retailer.

As part of JBP, a brand should supply actual data to help a retailer understand other products most purchased by consumers who buy their product. This data should also include secondary or alternative products consumers want after trying a product. Consumers are often more willing to purchase a second product, especially if they were undecided on what to buy. They often think, “It's better to have two.” Offer insight into complementary products that can help round out a recipe or complete a shopper solution. Peanut butter featured together with jelly makes a lot of sense, as do knee pads for those looking to buy floor paint. Your offline basket reports and analysis will offer insight into "complete" solutions if your e-commerce intelligence is still in its nascent state.

This does give a brand the opportunity to drive sales of other products in their portfolio, and these options should be highlighted to the retailer. A brand should clearly show the financial opportunity of trade-up and cross-sell opportunities.

3. Market Better: Identify and Negotiate On-site Opportunities

As a brand prepares for JBP, they should take inventory of all the digital marketing a retailer does. This should include all advertising, page by page, on the e-commerce site, social advertising, retargeting, and search engine and display tactics. The brand should hypothesize what triggers cause advertising and how a retailer tailors messaging based on a shopper’s path to purchase.

Most importantly, a brand should note wasted marketing opportunities. These are often easy to identify as general advertising that may appear on a retailer's e-commerce or digital assets but has nothing to do with actual products sold. In these cases, they are simply tying into general ad content to make additional income in a non-strategic way.

A brand should come to a JBP session with specific asks for on-site advertising and product positioning within a retailer’s digital marketing tactics. In many cases, a retailer can give a certain amount of this away or allocate promotional funds a brand was going to give the retailer anyway.

A brand should come to JBP explaining why it is in a retailer’s best interest to advertise their brand vs. generic advertising they may be hosting on the site.

4. Drive Traffic Better: Plan and Get Credit for Building Retailer Site Traffic

As a stellar JBP partner, a brand can go above and beyond by creating plans to drive traffic to a retailer’s site. Such plans are most impactful when deeper along a shopper’s path-to-purchase  

Many shoppers will research a brand’s products online. They often go to a brand’s own website directly or are touched by a brand’s digital advertising or promotions. These provide opportunities for a brand to immediately activate sales.

A brand can send a shopper directly to a retailer’s site to make a purchase. This is highly valuable traffic as a consumer in purchase mode may explore other products on a retailer's site as well.

Going into JBP, a brand should put together a plan for directing a certain amount of traffic to a retailer’s site. They should quantify the value of this traffic and get credit for this as part of their retailer-specific marketing spend.

5. Launch Products Better: Plan to Drive New Product Intros

We intentionally saved product introduction for last, as most JBP owners focus on this up front. We wanted to drive focus on the items that may be less intuitive. That said, new product listing is a critical component of an e-commerce JBP session.

In preparation for JBP, a manufacturer’s sales and marketing team should take inventory of any products not yet listed on a specific retailer’s site. They should also gather complete information on new products to be launched in the coming year, including seasonal or limited-time offerings. A brand should think through their ability to create a unique SKU for specific retailers, as this drives differentiation and price protection.

Most importantly, a brand team, together with their shopper marketing counterparts, should put together their recommendations for how a retailer should support new product or SKU launches through e-commerce. They should provide a complete pitch of activities a retailer should conduct and include how to best take advantage of national marketing a brand will support.

In general, a brand and retail team should create a stellar online launch plan just as they would do to support an in-store launch.

E-commerce Planning Differentiates You From Your Competition

The importance of JBP for e-commerce cannot be overstated. In addition to obvious financial benefits of higher brand sales, it helps create a stronger relationship between you and your retailer partners.

Every retailer is on an express train to grow their e-commerce sales. They are under pressure by management and the market to do so. Be a great partner for category leaders; they will come to you with incremental opportunities and to solve problems. Getting organized gets you ahead!

Start Now... Period!

It is critical to start the process in January. Time will go by quickly. Most brands need to conclude the main process by April, well ahead of summer and holiday planning periods. Of course, JBP should be an ongoing process, with quarterly check-ins to refine the process, review key performance indicators, and stay conscious.

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Keith Johnson

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