Simplifying Business Strategies


Closely aligned with competitors, yet all on their own—complementors are businesses that offer complementary products or services to yours and can be a fantastic way of driving growth and profits for your business.

You may not have heard of this term before, but understanding these two concepts can be vital to building a successful business. Identifying companies that can work together as partners rather than compete against each other has become a focus for many companies in recent years.

In this blog post, we’ll break down the benefits of working with a complementor versus a competitor, exploring how the power of synergy between companies can create powerful opportunities for both parties.

As well as how successful complementors can create unique opportunities for success by providing added value to customers, enhancing competitive strength, and diversifying revenue streams. As well as various examples of companies who got it right and tips to find yours.

What is a Complementor?

When running a business or company, it’s essential to consider all the different factors that can impact success.

Complementors are essential for businesses and companies. They are entities that provide value to products or services offered by a particular business. Complementors can be other firms, industry organizations, or individuals collaborating with the company to increase product demand and create a competitive advantage.

For example, a restaurant may partner with a delivery service to provide its customers with additional dining options they otherwise would not have access to. Or a company that sells mobile phones might have complementors in the form of app developers or accessory manufacturers.

By identifying and building relationships with complementors, businesses can create a more comprehensive and valuable experience for their customers. It is crucial for companies to leverage complementors in order to succeed in today’s competitive market.

Why Should Businesses Focus on Working with Them Rather than Competitors?

In today’s ever-evolving business landscape, it’s become increasingly important for companies to think outside the box. Businesses can benefit significantly from working with complementors rather than focusing on competition.

But what exactly does this mean? Complementors are companies that offer different products or services that enhance the value of each other’s offerings.

By working with complementors, businesses can gain a competitive advantage, increase their market share, and create new revenue streams.

In contrast, working with competitors can lead to price wars and other conflicts that can harm both parties. By understanding the value of complementors and building solid partnerships, businesses can achieve long-term success and sustainable growth in their industry.

Benefits of Working with Complementors 

Adds Value to Customers

Working with successful complementors can significantly enhance customer value. Complementors provide products or services that complement or improve your offerings.

By collaborating with complementors, you can create a more comprehensive solution for your customers, addressing their needs and providing a better overall experience.

For example, a furniture store might partner with an interior designer who can offer guidance and advice to customers on decorating their homes. By doing so, the furniture store adds value to its customers by providing a more holistic and personalized experience.

Working with complementors also helps to differentiate your business from competitors, as you’re providing something unique to your customers that they can’t get elsewhere.

Ultimately, by collaborating with complementors, you’re better able to meet the needs of your customers and provide them with more excellent value.

Enhancing Competitive Strength

Working with complementors can significantly enhance an organization’s competitive edge. Complementors are firms that offer complementary products or services that enhance the value of a company’s offering.

Collaborating with complementors can create a more complete and differentiated offering for customers, which can lead to increased market share and revenue.

Additionally, working with complementors can lead to lower costs, as these partnerships can help streamline operations and increase efficiency.

To maximize the benefits of working with other technology complementors, it is essential for companies to identify the right partners and establish strong relationships based on mutual trust and respect.

By doing so, organizations can create a sustainable competitive advantage that can help drive long-term success.

Diversifying Revenue Streams

These are companies that offer complementary products or services to your own, and by working together, you can reach new customers and markets that may not have been accessible before.

For example, if you’re a software company specializing in project management tools, teaming up with a complementary company that offers software for time tracking or invoicing can create a more comprehensive solution for customers.

This partnership can lead to increased revenue for both companies, as well as a more substantial reputation as industry leaders.

By diversifying your revenue streams through collaboration with complementors, you can create more stable and sustainable growth for your business.

Examples of Companies Who Have Benefited From Working With Complementors

Over the last few years, many companies have found that working with complementors can be immensely beneficial. By partnering with other businesses that offer complementary products or services, companies can reach new markets and expand their customer base.


Apple has demonstrated significant benefits from working alongside complementors.

Complementors are businesses or individuals that add value to the products or services offered by a particular company without competing directly with that company.

By collaborating with complementors, Apple has managed to improve its product offerings by enhancing user experience.

For instance, the integration of third-party applications into Apple devices has significantly amplified its capabilities. Additionally, partnering with app developers has enabled Apple to access a vast network of customers and generate a more extensive base of loyal, satisfied users.

As a result, Apple has been able to maintain a solid competitive advantage and increase its market share. Working with complementors has been a critical strategy for Apple, and it has undoubtedly played a significant role in the company’s success.


Uber, the ride-hailing giant, has undoubtedly been a significant disruptor in the transportation industry. Despite facing numerous hurdles and competition over the years, Uber has managed to scale its operations rapidly. One of the critical reasons for Uber’s success has been its strategic partnerships with complementors.

Complementors are companies that provide complementary products or services to Uber’s core business. One of Uber’s most successful complementor partnerships has been with Google Maps.

By integrating Google Maps into its app, Uber has been able to provide its users with real-time navigation and accurate ETAs.

Additionally, Uber’s partnership with the Spotify platform allows riders to control their music preferences during their ride. The partnerships with these complementors have not only improved the platform and user experience but have also increased rider loyalty and retention.

Hence, it’s evident that Uber has benefited significantly from these collaborations, and there is no doubt that it will continue to strengthen its relationships with critical complementors.


Nike, one of the world’s most recognized athletic brands, has undoubtedly seen significant benefits from working alongside complementors or companies that provide supplementary products or services that enhance their offerings.

By partnering with these companies, Nike has not only been able to expand its product lineup but also taken advantage of their distinct areas of expertise. For example, Nike’s collaboration with Apple resulted in the creation and development of the Nike+ running app, which allows users to track their runs using an Apple watch.

This innovative idea was only possible because of the complementary skills that Apple brought to the table. By collaborating with complementors, Nike has been able to offer more value to its customers, increase brand loyalty, and ultimately improve its bottom line.

Microsoft Windows

Microsoft has enjoyed many benefits from working with complementors in its business strategy. Through collaboration with other businesses and technologies whose products and services complement Microsoft’s offerings, the tech giant has been able to enhance the value of its software and expand its power and reach into new markets.

Working with complementors has allowed Microsoft to do research better to understand the needs and wants of its customers and to tailor its products and services accordingly. This has resulted in greater customer satisfaction and loyalty, as well as increased revenue for the company.

Additionally, Microsoft’s partnerships with complementors have helped to foster innovation and even led to the creation of entirely new categories and a broad range of products and services. Overall, the management of Microsoft’s collaboration with complementors has been a critical factor in the success of its business strategy.


McDonald’s is a fast food giant that has been able to grow and expand in large part due to its partnerships with complementors.

These businesses provide products and services that enhance McDonald’s value proposition, such as Coca-Cola and Apple, which supply components for McDonald’s signature products.

A partnership with Uber Eats has also enabled McDonald’s to grow its delivery capabilities, as this service is able to bring its food to an ever-widening customer base.

The collaboration has enabled McDonald’s to develop a next-level consumer experience through technology and delivery. Partnering with complementors has provided McDonald’s with numerous benefits, including improved consumer access, innovative product offerings, and increased operational efficiency.

Complementors have been instrumental in enhancing McDonald’s competitive position in the fast food industry.

Tips for Finding the Right Complementors for Your Business

Complementors can be a valuable addition to any business looking to increase its competitive advantage.

However, identifying the right complementors can be a challenging task. It’s not just about finding companies that share the same customer or large installed base either, as it extends to identifying businesses with complementary products, services, and even shared values.

To aid in this process, there are five essential tips that can help any business in finding the right complementors.

These tips include:

Conducting Extensive Research on Potential Companies

When it comes with respect to finding the right complementors, conducting extensive research on potential companies is crucial.

Not only does it help you identify the players that could offer the right products or services to complement your own, but it also enables you to assess their reputation, reliability, and compatibility with your business goals and values.

By delving deep into the market, industry, and customer trends, you can gain a clear understanding of which companies have the potential to add value to your offering and which ones are less likely to meet your expectations.

Furthermore, researching potential complementors can provide valuable insights into their innovation, pricing, distribution channels, and partnerships, which can impact your collaboration and overall success.

So, take the time to analyze and explore your options thoroughly before entering into partnerships that could make or break your business.

Analyzing their Strengths and Weaknesses

Analyzing your business’s strengths and weaknesses is vital in identifying and selecting complementors that are right for your company.

By understanding what makes your business stand out from competitors, you can find complementary businesses that fill the gaps and areas where your company may need more strength. Knowing your weaknesses can help you identify which businesses can help you overcome those challenges and enhance your product or service offerings.

Additionally, analyzing your strengths can help you identify complementary businesses that can leverage your existing skills and expertise to create even better offerings for your customers.

By taking the time to analyze your strengths and weaknesses and identifying the right complementors, you can create a robust ecosystem of businesses and mutual customers that work together to create a successful and mutually beneficial network.

Understanding Their Target Audience and How to Reach them Effectively

To successfully have complementors share your business, it’s essential to have an in-depth understanding of your target audience. Complementors, companies that offer products or services that enhance your own, can be a game-changer, but only if you carefully consider how your customers make purchasing decisions.

Knowing what motivates your audience, what problems they need solving, and where they look for solutions helps you identify the right complementors to approach.

Once you have a clear understanding of your target audience, you can determine the most effective channels to communicate with them, whether via social media, email marketing, or targeted advertising.

By understanding how to reach your audience and identifying the complementors that align with their interests, you can ensure long-term success for your business.

Building Strong Partnerships

Building strong partnerships is essential if you want to find the right complementors. But why is it so important? Well, complementors are businesses that offer products or services that complement your own.

They can give your business a significant boost by creating new opportunities and expanding your reach. However, finding the right complementor can be challenging.

That’s where partnerships come in. By building solid relationships with other businesses, you can not only increase your chances of finding the right complementor but also strengthen your brand reputation and create new opportunities for collaboration.

This is particularly important in today’s competitive market, where alliances among businesses are increasingly necessary for success. So, if you want to find the right complementor for your business, start building solid partnerships today!

Continuously Evaluating the Relationship to Ensure it is Beneficial for Both Parties

Continuously evaluating a relationship to ensure it is beneficial for both parties is crucial when searching for the right complementors.

It allows for a clear understanding of whether the partnership is mutually beneficial and sustainable in the long run. This evaluation process involves analyzing the investment of both parties and their contributions, as well as assessing the goals and outcomes.

By doing so, individuals can eliminate unproductive partnerships and focus their resources on those with a higher potential for growth.

Essentially, continuously evaluating the relationship allows individuals to find the right complementors by selecting partners that share the same values, goals, and interests and have a long-term vision for success.

It is important to note that finding the right complementors is not a one-shot deal but a continuous process of assessing and reassessing, further enhancing the symbiotic relationship over time.

By following these tips, businesses can find complementors that offer the most significant potential for mutual growth and success.


All in all, there are multiple reasons why working with a complementor can be beneficial and advantageous to your business.

Not only does it allow you to differentiate yourself from competitors, but it also strengthens your competitive edge. By partnering up with other companies, you can diversify revenue streams, provide added value to customers, and lower the risk of potential failure.

It’s essential to take your time when looking for potential complementors—researching the different types of companies is a great way to find strong partners that align with your goals.

Identifying a good match for your business can go a long way in expanding the product or services you offer while remaining closely aligned with core competencies. Finding a complementary partner should be about achieving more together than each business can do alone.

To learn more about complementors, competing on differentiation, and other competitive advantage strategies, contact Strategy Capstone!