It’s no secret that anchor customers – market-leading companies that provide the first substantial orders for a new product or start-up – are crucial to the success of small businesses. In an earlier post, I discussed that because of their status as market leaders these anchor customers can establish the credibility new products or companies need to trigger additional purchases. But there’s a flipside to the story, as well: Becoming an anchor customer has obvious benefits for large companies.
Anchor customers often are significant value chain participants, such as large material suppliers, or original equipment manufacturers with a major position in a particular market. They can provide small businesses with strategic partnerships, substantial sales revenue, and access to channel or equity investments. They will often launch a period of rapid growth in these small business partners.
To read the full, original article click on this link: Why Large Companies Should Become Anchor Customers - Forbes
