Partnership Led Growth project | Dezy It

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Partnership Led Growth project | Dezy It

Project Selected

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Dezy It is a growth sprint tool built for growth and product teams to accelerate product-led growth through rapid experimentation and validation. It helps growth and product teams iterate quickly, driving sustainable growth by streamlining experiments and collaboration

User Journey of Dezy It

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Analysis

Currently, our primary challenge is product discovery. We are facing a 0-1 acquisition problem where users are not signing up independently. To solve this, we are doing a sales-led approach, onboarding users during demo calls, and providing them with a thorough walkthrough of the process.

Litmus Test

Question	Yes/No
Do you have PMF?	Yes, Based on the user Feedbacks on demo calls and user who were using the product we have received the positive response about the overall product and process from the ICPs that we were targeting.
Are you finding difficult to acquire new customers or entering a new market?	Yes, We have 0-1 Acquisition problem since we are not able to scale manual sales-led approach for user onboarding due to resource crunch.
Are you looking to Drive the power usage?	Yes, In the Dezy It Sprint process the time to achieve first wow moment and activation metrics is slightly longer than other tools.
Do you have customers Requesting for integrations?	No, We don’t have enough customers

Product Integration or Channel Partnerships?

Current Pain Point: Our biggest hurdle right now is getting users to discover our product in the first place.

Why Product Integrations Aren't the Answer (Yet):

While product integrations can be valuable down the line, focusing on them right now might be premature. With such a small user base, the need for additional features might not be as critical.
Another point to be added is that right now we want to improve product discovery without changing your product due to small team constraints.

How Channel Partnerships Can Help: Partnering with Affiliates, referral partners and Resellers will help up get the product discovery get sorted.

Leverage Existing ICPs: Partnering with Affiliates and Resellers that have a ICPs similar to ours will help us to tap into their established user base and get our product in front of potential customers who are already interested in what we offer and we can directly address their pain points through our value proposition.
Increased Brand Discovery: Channel Partnerships can create a network effect, boosting our brand recognition and credibility. Being associated with trusted resellers and affiliates who are working closely with similar ICPs can make our acquisition easier.
Faster Growth: Partners can help us scale user acquisition more efficiently than a manual sales-driven approach that we are doing right now with limited resources and at a comparatively low scale.

Identifying the right partner

Who is your ICP?

	ICP 1	ICP 2
Ideal customer profile name	Shakti Singh	Rahul Sharma
Job title	CPO	Product Growth Manager/ Product Manager
Age / Gender	28-45	28-40
Organizational Goals	Early Scaling to mature scaling	Increase Revenue and find areas for Revenue streams
Role Priorities	Strategic Planning and decision, Build Strong Growth Teams	Run and scale growth experiments, Stakeholder alignment, Boost Acquisition and Revenue
Role in buying process	Buyer	Influencer/Buyer
Reporting Structure	Reports to CEO	Reports to CMO or CPO
Preferred Channels	LinkedIn, GX Slack, SEO	LinkedIn, GX Slack, SEO
Products used in workplace	Google Docs, Teams, Slack, Jira	Google Docs, PPT, Figma, Miro, Slack/Teams, Mix panel
Where do they spend time	Connecting with and Managing Product team, Company Growth Plan, Meeting with Investors	Building a growth plan, Roadmaps, Cross team collaboration, tracking metrics, Connecting with CPO
Pain Points	Pressure from investors to meet acquisition goals Difficulty in identifying right growth metrics Rely on Rapid experimentation and there is not past data Building Strong and High performance Growth Teams Validate product rapidly and improve based on feedback Unclear Priorities on growth experiments for short term and long term vision	Unstructured Process for Growth Resource crunch for running rapid experimentation A lot of call with Stakeholder and teams to align on growth experiments Can’t talk to actual user much as they come only on incentive, thus replying on Data Unclear success metrics Ineffective prioritization Too many tools involved for planning Needs to demonstrate the impact of growth experiments.

What are your brand values?
- Collaboration
- Transparency
- Empowerment
- Team Efficiency
- User Centricity
- Sustainability and Agility
- We Exist to create Value

What is you current market?
- B2C companies and Startups
- Primary geographies are India and USA

Create a List of all channel partners and perform partner fitment test?
- Affiliates
- - Product Growth Consultants
  - Consulting Firms or Growth Agencies
  - Startup Accelerators - YC
  - Newsletters - Product Monk
  - Product Management Associations/communities - Product-Led Alliance
- Referral Partners
- - Exiting Client and service partners we have worked with eg Tech Consultant from US and Startup Consultant India.

	Affiliates(Product Growth Consultants and Growth Agencies, Startup Accelerators, Newsletters, Communities)	Referral Partners(Existing client and service partners)
Is our goal aligning?	1	0.5
Does are ICPs match?	1	0.5
Will our brand image improve?	0.5	0.5
Do our brand value match?	1	0.5
Will the partnership let me enter new markets?	0.5	1
Will they take less time in responding back?	1	0.5
Score	5	3

Based on the partner fitment test priority outreach strategy:

First Priority

Affiliate Partners

Second Priority

Referral partners

Onboarding Plan

How I will find these partners?

Explore LinkedIn pages and people
Apply to Partner Network like Partnerstack

Onboarding Steps

Create a lead/POC list on LinkedIn helper.
Create and email outreach strategy.
Create a follow up strategy.
First Call
Onboarding them on partner program
Share the resource Hub and also optimize and scale the resource hub based on their feedback.
Tracking the core partnership Metrics

Email and First call Design

First email

Hello, *Name*!

It's a pleasure to connect with you.

I've been following your remarkable contributions in the growth and product space, and I am impressed by the impact you are making.

I’m excited to introduce you to Dezy It—an innovative tool designed for Growth & Product teams. Dezy It accelerates product-led growth through rapid experimentation and validation, enabling teams to seamlessly run, organize, and collaborate on growth experiments.

We are currently expanding our reach through our new Affiliate Partner Program and believe that your expertise and network align perfectly with our vision.

I would love to discuss how this partnership could be mutually beneficial and provide you with a personalized demo of Dezy It. Are you open to exploring this opportunity further? You can easily schedule a demo at your convenience using this link: ***[Book your demo]***

Looking forward to the possibility of collaborating and driving remarkable growth together! 💚

Best regards,

Jatin

If they does not respond - send a follow up message

Hi [Name],

I hope you're doing well!

Just following up on my previous message about the Dezy It Affiliate Partner Program. We believe a partnership with you could bring significant value.

Dezy It is an innovative tool built for Growth & Product teams, focusing on accelerating product-led growth through rapid experimentation and validation. For more details, check out our Product Explainer Video and Partnership Pitch Deck.

If you're interested, I'd love to discuss this further. Please schedule a demo at your convenience: Book your demo. Feel free to suggest another time if this doesn't work for you.

Looking forward to connecting!

Best regards,

Jatin

If they still does not responds - send the last follow-up

Hi [Name],

Just wanted to touch base one last time regarding the Dezy It Affiliate Partner Program. If you're still interested, let's connect and explore the possibilities together!

Looking forward to hearing from you.

Best regards,

Jatin

If they say not “not interested”

Hi [Name],

Thank you for taking the time to review Dezy It. I completely understand that it might not be the right fit for your current needs. If you ever find yourself exploring partner programs in the future, feel free to reach out.

Warm regards,

Jatin

First call Design

Topic	Details	Time (45 mins)
Introduction	Brief introduction about myself and getting to know about themselves. Breaking the ice	5 mins
Understanding Their Business	Understanding their business and ICPs they are serving, Business goals, challenges and current process. Taking notes and insights on how Dezy It can be a value to them.	10 mins
Quick Demo of Dezy It	Overview of Dezy It and Value proposition through a detailed demo	10 mins
Sharing about partner program	introduce Dezy It's partner program and the benefits of collaboration.	5 mins
Handling Objections	Answering any kind of questions around Dezy It and how it’s different from competitors	10 mins
Understanding their needs	Inquire about the preferences for resource materials, such as demo videos, user manuals, or shareable links and taking the note to scale the resource bank.	3 mins
Follow up discussion	Summarize the key points discussed during the call and confirm any action items or next steps.	2 mins

After the call and Next Steps

Sending them a summary of meeting and action items along with a shareable/unique link to onboard on partner dashboard.
Note down the requirements and discuss with the Design and Product team to provide the resources.
Create a resource bank and share the link of resource bank with Partner.

Partner Directory & GTM with Channel Partners

Create a partner dashboard and onboard channel partners.
Once they sign up they get the Unique link and a email template that they can share.
The partner can track the journey of onboarded users on the dashboard.
Once the referred user from the unique link pays for the license. The Partner gets the 10% commission on each purchased licence.
The Partner can redeem the amount once the amount reaches to 100 USD in their bank account or can use that amount.

Tiers and gamification for Partners:

The gamification will be based on the total revenue they generate for Dezy It.
The partner can send the custom reminder to the onboarded users if the activation rate is higher.

Tiers for Commission

Revenue (USD)	Commission per licence	Non monitory Perks
0-1000	10%	Access to resource banks, Priority Support
1000-5000	12%	Resources, Priority Support, Access to Roadmap
5000-20000	15% Lifetime	Resources, Priority support, Access to roadmap, Quick Redeem, Dedicated Partner Manager, Sub-Referral Link(TBD)

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Key Metrics to track

Partner activation rate
Number of users onboarded through partner unique link.
Activation Rate of the user through particular partner.
Churn rate of customers via channel partners
Total Revenue generated through each partner link.

Key Actions for the Team to Execute channel partnership

Team	Actions
Stakeholders	Review and approve the commission rates and tiers.
Product & Growth	Refine and scope out partner program and start the outreach campaign.
Design	Create the Resource Bank with marketing collaterals, pitch deck etc
Development	Build the partner dashboard with transparent tracking