✅ Why this step identifies who you need to succeed
You don’t build in a vacuum. Every successful product relies on trusted partners.
The Key Partners block of the Business Model Canvas defines the external organisations, suppliers, or collaborators that help you deliver your value proposition. They can reduce risk, speed up development, lower costs, or unlock channels. Choosing the right partners—and knowing why you need them—is essential to making your model work.
📘 What you’ll identify
- Suppliers of core components, materials, or tools
- Technical partners who provide platforms, integrations, or development help
- Manufacturing or logistics providers
- Channel or distribution partners
- Compliance bodies or legal enablers (e.g. CE test labs, certification)
- Strategic alliances to share risk or co-develop
🛠️ Tools and methods
✅ Key Partners Checklist
Example Partner Table
| Partner Type | Name / Type | Role in Model | Notes |
| Manufacturing | Local contract manufacturer | PCB assembly and testing | 6-week lead time, CE ready |
| Tech Platform | AWS IoT | Device connectivity backend | Pay-as-you-go SaaS model |
| Channel Partner | Trade distributor (UK + EU) | Product marketing and B2B fulfilment | 10% margin, own packaging |
| Compliance Lab | UL / TÜV | CE / UKCA / FCC testing | Needed pre-launch |
- Use a partner map or checklist to track status and risks
- Revisit after MVP and before scaling
⚠️ Mistakes to avoid
- Assuming DIY is always better—partners often accelerate growth
- Relying on one supplier with no fallback
- Treating partnerships as “set and forget”—they need managing
- Not including legal, logistics, or compliance as partners
💡 From supply and ops teams
“Our CE testing partner flagged an issue before launch. That relationship saved us from a major delay.”– Hardware Ops Lead, Wearables Startup
💡 Good partners don’t just deliver—they help you spot problems early.
🔗 Helpful links & resources
- Partner Mapping Canvas
- Download: Partner Tracker + Risk Scoring Grid
- Article: Who You Need on Your Side: Partnerships for Product Startups
- Follow-on: Cost Structure
✍️ Quick self-check
🎨 Visual concept (optional)
Illustration: A partnership diagram shows nodes for “PCB Supplier”, “Test Lab”, “Platform API”, and “Logistics”. Arrows link each to “Our Product” in the centre, with tags like “Certification Enabler”, “Revenue Share”, and “Joint Risk”.
Visual shows how Key Partners make your business model possible—not just easier.