Free tool · Partner Selection Scorecard · about 30 minutes Score before you sign.

Name up to three candidate partners and score each from 1 to 5 on six criteria. The page totals each out of 30 and reminds you to look hardest at the lowest score.

Six criteria

Three candidates

Totals out of 30

No sign-up

1 · Candidate 1: score each from 1 (weak) to 5 (strong) using evidence

Name (Candidate 1 name)Trust: do your target buyers already trust them? (Candidate 1 trust)Standard: would you be comfortable if their quality were read as yours? (Candidate 1 standard)Position: do they complement you without competing for your word? (Candidate 1 position)Reach: can they introduce you to the buyers you want? (Candidate 1 reach)Terms: will they agree scope, limits on exclusivity, standards and an exit? (Candidate 1 terms)Alignment: do they share your timeline and way of working? (Candidate 1 alignment)

2 · Candidate 2: score each from 1 (weak) to 5 (strong) using evidence

Name (Candidate 2 name)Trust: do your target buyers already trust them? (Candidate 2 trust)Standard: would you be comfortable if their quality were read as yours? (Candidate 2 standard)Position: do they complement you without competing for your word? (Candidate 2 position)Reach: can they introduce you to the buyers you want? (Candidate 2 reach)Terms: will they agree scope, limits on exclusivity, standards and an exit? (Candidate 2 terms)Alignment: do they share your timeline and way of working? (Candidate 2 alignment)

3 · Candidate 3: score each from 1 (weak) to 5 (strong) using evidence

Name (Candidate 3 name)Trust: do your target buyers already trust them? (Candidate 3 trust)Standard: would you be comfortable if their quality were read as yours? (Candidate 3 standard)Position: do they complement you without competing for your word? (Candidate 3 position)Reach: can they introduce you to the buyers you want? (Candidate 3 reach)Terms: will they agree scope, limits on exclusivity, standards and an exit? (Candidate 3 terms)Alignment: do they share your timeline and way of working? (Candidate 3 alignment)

4 · Evidence and next step

One line of evidence behind the lowest score for your top candidate (Evidence)Pilot proposal: scope, time limit and review date (Pilot)

This is a brand tool, not legal or commercial advice. Score from evidence, such as what buyers tell you, and take professional advice on any agreement. Nothing you type leaves this page.

Your partner scorecard

Then test it

Pilot before you commit. Propose a small, time-limited pilot with a defined scope and a review date to your top candidate, and watch how they behave before anything long-term.

The method is in The Brand Code: A Local Partner Lends You Their Trust, How to Choose a Local Partner When Entering a New Market and Partner Selection Scorecard. For the wider plan, use the Market Entry Brief Template.

Questions

What should I look for in a local partner?

Trust with your target buyers, a standard of work you would stand behind, a complementary position, real reach, clear terms and alignment with your timeline.

Can I use it for a distributor or an agent?

Yes. The criteria apply to any partner who lends you reach or credibility.

What if I cannot find evidence for a score?

Score it 1 until you can. Missing evidence is a finding.

Is this legal advice?

No. Take professional advice on agreements, tax and regulation.

Is my scorecard saved?

Only in your browser, on this device. Nothing is sent to us.

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Mike Bruce writes on positioning, pricing and brand visibility three times a day. The Brief lands in your inbox at 07:30 Abuja time. No sales emails.

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Next step

A partner lends trust. Your brand has to hold it.

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