So here's the dilemna. I have a software product that is a value add to ERP system for mid to large organizations. I found a reseller and we sold to a large customer our product customer as an add on to theirs on a commission basis. Our company was looking for a small amount of cash to help us with cash flow. I turned to my closest contact in that company and asked what the possibility was of getting a loan from them. They told me they don't loan money but if I would build a version of a small business package they could license and resell with their product and then they could make the investment and would share the revenues with us on everything they sold. So I agreed. The challenge now is the partner needs to sell this story to his partners that they should do an OEM agreement with us and he knows they will say why should we OEM when we could just resell as we already have and if we pay for it what's in it for us? The other part of this is the version we both want to build will be generic ( not their product specific) where we can both sell it independently of one another that's why its not a straight oem deal. How can we make the business case for this to the other partners?
If the partner resells the product under your brand name (as a standard reseller), customers will learn your name, and the brand value will accrue to you.
If the partner becomes an OEM for your product, presumably they will put their brand name on it, and you will not be earning any brand value.
From your perspective:
From their perspective: