In October’s issue we discussed why businesses should consider collabora-tion and categorised them into three broad areas – co-development, co-production and co-distribution.

However, collaboration requires not only development of the project, but also focus, time and commitment from each partner.

This month, we’re looking at the life cycle of a collaboration and the importance of adher-ing to some form of structure as part of the process. Using a simple five-stage approach ensures a greater clarity and understand-ing for all parties involved.

Phase One: Attraction• Whataretheopportunities?• Whatfinancialreturndoyouexpect

toget?• Whataretherisksinvolvedandcanthese

beminimisedthroughapartnership?• Whatisyourattitudetocollaboration

and what is the attitude of your organisation?

Collaboration is not necessarily the cor-rect response to solving problems or oppor-tunities that can arise in any business. The first phase of the process therefore enables companies to assess whether collaboration really is an option they should consider.

Answering these questions in a struc-tured way helps guide the decisions on taking collaboration further.

Phase Two: Identification• Whatdoyouwanttodoandwhodo

youwanttodoitwith?

This stage identifies suitable partners and match-makes opportunities against individualexpertiseandcapabilities.

It’s also important to identify any addi-tional factors to ensure success or reduce any risk of failure. If the project does need furtherexpertise,thecollaborationcanthendecide to develop this internally or seek an additional partner.

This phase also establishes who drives the process forward. The initiative may have come from one company but the leadership and management of the collaboration may need to come from one of the other mem-bersorevenanexternalfacilitator.

Phase Three: Formation• Thecollaborationagreement:roles,

responsibilities and accountabilities • Confidentialityagreements• Allocationofintellectualpropertyrights

The first ele-ment is essential as it binds and commits the team, with com-

mon aims and objectives. Once agreement is reached and resources are allocated, the project can then go ahead.

Additional legal agreements may be required, depending on the scope and nature of the project. It is also recom-mended that performance measures are put in place to assess the ongoing success or otherwise of the project.

Phase Four: Implementation• Thehubofthecollaboration

This is where the work of the previous threephasesreallypaysoff.Whilstinthisoperational phase, however, it remains essential that the sharing of information and resolution of problems is on-going and the levels of commitment maintained.

Phase Five: Evaluation:• Theeffectivenessofthecollaboration

process• Thequalityandcoherenceofthe

partnership• Theeffectivenessoftheproject

It is good practice to continuously review the performance of any project. This is vital as the level of resources and costs increases with each phase and it is essential to deter-mine the overall effectiveness of the project.

Partner to Succeed helps businesses through these five phases, from initial con-cepttofinalevaluation,offeringexperience,guidance and support. In future editions, we will look into each Phase in more detail.

“Using a simple five-stage approach ensures a greater clarity and understanding.”

YTKO business analyst & advisor Chloë Teale, stresses the importance of a structured approach to business relationships

Collaboration:

Tel: 01872 613000

Web:www.partnertosucceed.co.uk

Five Phases to SuccessFollowing the right path

www.businesscornwall.co.uk Business Cornwall Magazine - November 2009Business Clinic20