Research before going into a joint venture

If you've done any kind of research about starting a business or helping your new business to grow, you've probably run across the term "joint venture" or "JV." A joint venture is a means of partnering with someone else for specific business reasons, such as to build upon each other's strengths or to enter into a new market. When two entities enter into a joint venture agreement, they create a whole new entity.

The term joint venture does not in fact refer to this new entity but to the reason for the partnership. Also, there are no legal limits on who can enter into a JV -- anyone can, including individuals, corporations, websites and small local businesses.

The most common type of joint venture is between two large companies. They enter into them most often to break into a new or specific market. There are countries that demand any foreign interest entering their economy first enter into a JV with a native company. Still, even if it's not a prerequisite, foreign companies can greatly benefit from having an interested party located in-country. The local office can keep a better eye on the social, economic and political situations there.

Even when a JV isn't a requirement, they can give a company a great advantage -- as long as they are carefully considered. Small companies often enter into joint ventures in order to take advantage of skills, management styles and even the customer bases of larger, better established companies.

Let's take an example: You run a computer sales store but don't offer computer repair services. Your customers continue to ask about these services, and you repeatedly turn them away, recommending the guy who owns the little repair shop down the street. You realize that you could both benefit by creating a business partnership, and he agrees to your joint venture idea. You both benefit. You no longer turn customers away, and he gets all the business plus a cut of the profits.

Joint ventures can be a wonderful tool for business, but they can be a disaster as well if they aren't properly planned out. Successful JVs usually comprise two companies with a combination of five characteristics: 1) Persistence; 2) Creativity; 3) Negotiation Skills; 4) Client Relationship Skills and 5) Visualization Skills.

Creativity is one of the most important of these characteristics. You must be able to think outside the box to see many different ways your business could benefit from a joint venture -- and all the different joint ventures your business could fit into. There are possibilities for just about anyone who's interested -- provided that you know where and how to look for them. It's also important to be creative when explaining your plan to a potential partner -- you don't want them falling asleep on you.

Persistence is particularly important when you first approach your potential partners. Small businesses have a lot going on, and the owners can forget you if you're not careful. You might also have to explain what a joint venture is if they don't already know.

You must be able to look beyond the present and visualize how your side of the partnership will fit with the other business's contribution. If you look ahead and see problems, you must iron them out before you make any firm commitments. Look for the bigger picture, or the bigger picture might not be as pretty as you'd hoped.

You need to expect a lot of negotiation with your partner while you're laying out your business plan and detailed agreement documents. You want to protect your interests, and of course your partner wants exactly the same thing. Sometimes you will disagree, and you must be willing to show determination and not give in to undesirable conditions. You must be prepared for some serious discussion.

When all that is said and done, you'll need to start thinking about your client relationships. Clients are often put off by the thought of a joint venture, thinking that your business, products or services are going to change or become pricier. To make sure that you continue to gain, not lose, clients, you'll need to nurture them and make sure they understand what the new entity means for them. If you attend to your clients, not only will they remain loyal to you, you will also find out which parts of your new endeavor they respond to best.

Joint ventures offer great opportunities for those who enter into them thoughtfully, carefully and properly. If you do your research and make sure to uphold your end of the bargain, it's likely you and your partner will find great success.