05 / The expansion opportunity
Expansion creates incremental revenue by adapting the proposition for a different market, use case or audience.
It evolves the core model to address demand it does not serve today, adapting it for local market conditions, adjacent use cases and jointly created propositions.
Why partnerships
Complementary strengths create a more credible route in.
A strategic partner can contribute market access, customer trust, domain expertise or complementary capability.
Combined with your proposition, that can create a joint value proposition neither organisation could bring to market as effectively alone.
Illustration / 01
LEGO × Star Wars
The bricks stayed the same. The proposition expanded.
LEGO’s first film licence brought the Star Wars universe into its construction system. LEGO gained established stories, characters and audiences. Star Wars extended the franchise beyond the films into participatory, cross-generational play, giving parents and children a shared route into its story world.
More than 25 million LEGO Star Wars sets sold in the partnership’s first two years. More than 25 years later, it spans products, games and animated content and remains one of LEGO’s most popular themes.
Together, they created incremental reach and revenue that neither could have achieved alone.
The commercial case
Test the route before building the capability.
Partner and market conversations establish whether demand, mutual value and a viable route to revenue exist.
Commercial opportunities can progress as they emerge, while the business develops a clear basis for deciding where further investment is justified.
Expansion becomes more investable when the route can be tested before the capability is built.
Continue the journey ↘