We are earning into business ownership as partners, in exchange for our services and advisory.
We’ve always operated as if our clients are our partners, approaching every project as if the success of the business was on the line, pouring our hearts and souls into how we perform. However with the launch of this new Equitable Partnership Program, Cohere has evolved to incorporate the experience and insight of our best-in-class branding, marketing and growth advisory in exchange for ownership in shares of our client's businesses.
Why are businesses entrusting us with the role of a partner?
In 2017, when we rebranded as Cohere, we realized our strengths are bringing people together for common goals and creating lasting value through our work. We became passionate about making a real impact in communities by crafting spaces that reflect their authentic essence. By defining our ideal projects and partners without hesitation, we set the stage for meaningful collaborations. With Erik's experience in growing the Tender Greens restaurant brand to 30+ locations, and partnering with industry leaders like Danny Meyer, his insights greatly enrich our agency's operations. We now use a combination of branding, marketing and growth strategies to employ with brands we serve - and in turn make them more profitable.
As an alternative to traditional engagements, the equitable partnership model lends itself to the flexibility required by capital-constrained start-ups.
Why did we start an equitable partnership program?
We knew we wanted to create a business model that was different. Post-2020, during the tumultuous environment and business scenario caused by COVID-19, we are seeing more validation for our desire to address the need to create long-term value and relationships.
This has manifested itself in the form of Equitable Partnership agreements with new clients and partners. As an alternative to traditional engagements, the equitable partnership model lends itself to the flexibility required by capital-constrained start-ups.
The problem with the traditional agency model is that (typically) once a project is done, it’s done. The agency team has poured hundreds of hours into creating something new, and bringing it to the public, yet they just hand it over to the client in a fashion that leaves it easily outdated and lacking the ownership of the client’s own internal team. It is also capital-intensive up front!
Thinking ten years ahead for a brand: how can we be actively involved and drive it?
In our new ideal relationship, we’re looking at ten year plans. We’re asking ourselves, “ten years ahead for a brand: how can we be actively involved and driving it?” We are allowing ourselves to engage with the curiosity and drive of entrepreneurship as we consider the best way to ensure long-term success.
We’re not the only groups thinking this way, but it’s something that has allowed us to differentiate ourselves from our peers as we enter into conversations with prospective partners.
Does your business fit the model?
When it comes down to it, we’re looking to partner with like-minded brands that fit the criteria we’ve found to be most successful for collaboration with Cohere. Typically that entails:
Startups in food and beverage space (new restaurant concepts) that can lean on our CohereFoodLab experimenting collaborations and sponsorships
Food + sustainability projects that can use our branding, marketing and growth advisory services
Startups in the Consumer Packaged Goods category (CPG)
Real estate developers embarking on a new development project
Established businesses seeking an expansion strategy
Established restaurant concepts looking to differentiate or pivot their offerings
These engagements typically allow us to engage with a very low monthly service fee from Cohere. If the business can support a small monthly payment, we can then roll that payment into the overall value of our offerings. Whether it’s branding, web design, strategy or marketing support, we can associate a fee/equity value for the scope that allows us to engage in a meaningful manner over a longer period of time.
Are you getting the most out of your team, or are you in need of a truly creative partner?
To us, it’s personal, and we want to help. Let’s chat to make that happen.