joint business plan (jbp)

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

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A Guide to Joint Business Planning Best Practices

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 […]

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• Updated at 03/21/2024
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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?

by Ursula Brady | Mar 3, 2022 | Blog Post

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.

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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Why Joint Business Planning (JBP) is Critical to Jumpstart Revenue and Boost Margins

By Benton Uttley

Companies continuously seek ways to drive revenue growth and improve profitability in an ever-evolving business landscape. One increasingly popular strategy to achieve these goals is through Joint Business Planning (JBP). JBP is a collaborative process where businesses and their key vendors work together to align on growth strategies, streamline operations, and unlock value for both parties. By fostering these strategic partnerships, companies can jumpstart their revenue growth, enhance operational efficiency, and ultimately improve margins.

What is Joint Business Planning (JBP)?

At its core, JBP goes beyond traditional vendor negotiations, focusing instead on long-term partnerships and shared goals. In a recent JBP engagement between a national retailer and one of its top vendors, the two sides came together to co-create a roadmap for growth. Unlike the conventional, often transactional nature of vendor negotiations, JBP promotes a collaborative mindset where both parties work toward achieving mutual goals, whether it’s increasing market share, launching new products, or enhancing customer experience.

During this JBP process, the retailer and vendor established key performance indicators (KPIs) and targets for sales, margin improvement, and innovation. Through several planning sessions, they explored new ways to optimize inventory management, create joint promotional campaigns, and streamline supply chain operations. The focus shifted from merely negotiating costs to crafting a joint plan for long-term profitability.

Jumpstarting Revenue Growth

One of the most significant benefits of JBP is its ability to accelerate revenue growth. By aligning both parties on shared sales targets and jointly developing new strategies, companies can capture untapped opportunities more effectively. In the recent JBP engagement, the retailer and vendor co-developed a plan to launch a series of new products aimed at addressing consumer demand in high-growth categories. By synchronizing their product innovation and marketing efforts, they ensured that the new offerings would hit the market at the right time with maximum impact.

Additionally, JBP offers an opportunity for companies to gain deeper insights into market trends and consumer behavior through close collaboration with their vendors. The vendor in this engagement provided valuable data on shifting consumer preferences, helping the retailer to refine its product assortment and promotional strategies. This data-driven approach allowed the retailer to introduce products with higher demand potential, driving both sales and market share growth.

Moreover, JBP enables both sides to optimize promotional efforts, ensuring that resources are spent wisely. By coordinating promotional calendars and aligning on key initiatives, the retailer and vendor were able to run more targeted campaigns, resulting in higher conversion rates and increased foot traffic. The joint execution of these promotions provided a more cohesive brand experience for customers, which in turn boosted revenue.

Improving Margins

In addition to driving top-line growth, JBP can directly improve margins. One key aspect of JBP is the emphasis on operational efficiencies. During this recent JBP engagement, both the retailer and vendor focused on supply chain improvements, resulting in reduced lead times and improved inventory turnover. By addressing issues such as forecasting accuracy and period (forecasting further out), the companies took cost out of the supply chain and improved margins on both sides.

As the relationship deepened through the JBP process, the vendor became more willing to offer concessions, knowing that they stood to grow considerably in the short and long term. This improved relationship resulted in a win-win outcome: the retailer gained better costs, while the vendor secured a more predictable, growing, revenue stream.

Key Elements to Execute JBP Effectively

For JBP to be successful and deliver tangible results, it requires thoughtful execution. Here are the key elements that made the recent JBP engagement successful and can serve as a roadmap for others looking to adopt JBP.

Internal Alignment

The foundation of a successful JBP lies in achieving internal alignment before engaging with vendors. In this recent JBP case, the retailer spent considerable time preparing for the JBP process by aligning its internal teams on sales targets, margin goals, and growth initiatives. This internal clarity streamlined discussions with the vendor, and ensured the retailer was negotiating achievable goals.

Collaborative Forecasting and Planning

JBP requires both parties to collaborate closely on developing sales forecasts, product plans, and promotional strategies. In the recent engagement, the retailer and vendor jointly developed sales forecasts for new product launches and mapped out key promotions for the year. This collaborative approach ensured both sides were aligned on growth expectations and provided the necessary visibility to manage inventory and operations effectively.

Structured Negotiations and Regular Follow-ups

JBP is not a one-time event. It is an ongoing process that involves structured negotiations and consistent follow-up. In the example of the retailer and vendor, multiple planning meetings were scheduled throughout the year to track progress and make necessary adjustments. These regular touchpoints helped ensure that both sides were on track to meet their goals and fostered accountability throughout the process.

Sales & Margin Plans Tied to Initiatives at the Category Level

One of the most critical elements is ensuring sales and margin plans are not at a high level only. They must be broken down into specific initiatives that can be tracked at the category level to ensure deliverable goals. In a recent engagement, the retailer and vendor focused on tying sales and margin goals to individual product categories, ensuring each category had specific action plans. These plans included joint marketing efforts, supply chain improvements, and promotional initiatives. By breaking down goals at the category level, both parties identified areas with the highest growth potential and ensured the right resources were allocated to achieve the desired outcomes. This granular approach provided a clear execution path and allowed for more accurate performance tracking.

Focus on Innovation and Growth Opportunities

Successful JBP engagements prioritize innovation and growth. In the recent case, the vendor played a crucial role in providing insights on emerging consumer trends, which allowed the retailer to stay ahead of the competition by launching innovative products. This focus on innovation not only generated excitement among customers but also provided new revenue streams for both the retailer and vendor.

Mutual Accountability

One of the defining characteristics of JBP is the mutual accountability it fosters between partners. Both parties are responsible for delivering on their commitments, whether it’s meeting sales targets, hitting promotional milestones, or ensuring operational efficiency. In the recent engagement, the retailer and vendor held regular performance reviews to track key metrics and ensure that both sides were meeting their obligations. This level of accountability ensured that the partnership remained strong and that both parties stayed focused on achieving their shared goals.

Why you should leverage Joint Business Planning

Joint Business Planning is an invaluable tool for companies looking to jumpstart revenue growth and improve margins. By fostering strategic partnerships with key vendors, businesses can align on common goals, leverage each other’s strengths, and drive long-term value creation. The recent JBP engagement between the retailer and its vendor highlights how collaboration, innovation, and mutual accountability can unlock new growth opportunities and streamline operations for greater profitability.

When done well, Joint Business Planning can transform vendor relationships from transactional interactions into dynamic partnerships that fuel sustainable growth. With careful planning, consistent communication, and a focus on shared success, companies can use JBP to exceed their revenue and margin targets.

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