Framework library
Value net and complementors
How to use it
Map buyers, suppliers, competitors and complementors. Ask whether a partnership grows total value and who can capture the gains.
Worked example
Local guides can make another night in Shillong more attractive. Check whether the incremental booking margin covers the guide partnership.
Common pitfall
A complementor can also compete for the customer relationship. Define ownership and incentives early.
- Frame the questionWho can change the terms on which this business earns a margin?
- What to deliverIdentify the mechanism, who benefits from it and the strongest substitute or competitor response.