There is a difference between having a good idea, and having a marketable idea. Often the former can grow into the latter, but it takes intention – and good technology. The right recipe often comes in the form of strategic partnering.

A strategic partnership may mean alignment with companies that offer core competencies your business may not carry.

• You have a marketable idea but not design, engineering or manufacturing experience – so you align your business with a product developer and a contract manufacturer. Sometimes this is a networking endeavor – meaning it may take an experienced product developer to lead you to a good contract manufacturer. The overall formation of this skill group is paramount if the product is to make it from idea to store shelf.

• You may have what seems to be a great product idea, but no good evidence of market value or acceptance. Market research is critical to the development and manufacturing process, as well as your overall success with the product. Developing a good relationship with a branding and marketing company is essential.

Strategic partnerships are important there is only one product to offer – as is often the case with a startup operation. For long-term company health, compatible (’though not competitive’) product offerings are key.

• A wedding planner may have good business relationships with a DJ and a caterer. These services complement but do not compete. By forming a qualified working alliance, the planner increases value by the element of convenience.