Assess my product
White label consulting for software products

Right now, your product only sells to people who already know you

We help you sell to the ones who never will. We package software products for white label and partner distribution: the model, the pricing, the contracts and the first signed deals.

Assess my product

Five years on this one problem. Software products only. The work ends with a signed partner, not a slide deck.

The problem

You haven't outgrown your product. You've outgrown your ICP.

The product works and the team is in place, but the numbers stopped moving. Usually it isn't the roadmap and it isn't the funnel. It's that the segment you built for has been worked through, and every new logo now costs more than the last one did.

Growth is getting expensive
  • Acquisition cost climbs every quarter while win rates stay flat
  • The category is crowded and shipping more features no longer moves anything
  • Adjacent verticals and new regions need local trust you don't have and can't buy quickly
  • The board wants efficient growth, and adding headcount to sales isn't it
Demand exists but isn't productised
  • A large account asks to resell under their own brand and you have no terms to hand them
  • One or two partners exist, but the channel runs on relationships rather than a repeatable motion
  • Every partner agreement is bespoke, so terms and margins drift
What actually blocks the decision
  • Partners turn into competitors and take the accounts with them
  • Your brand disappears behind someone else's
  • Partner pricing that quietly eats your own margin
  • The product isn't ready: tenancy, theming, custom domains, tier-2 support, documentation
  • Unclear liability toward the end customer, and an unclear sub-processor position under GDPR

All of it is solvable, and all of it gets solved during packaging, before you sign your first partner.

How the work runs

Four steps from product to first partner deal

STEP 01 · [2 WEEKS]

Assessment

We look at the product, the economics and your current customers, and answer two questions: are you ready to hand this product to partners, and where does your audience end and someone else's begin.

You getA product readiness map
STEP 02 · [3 WEEKS]

Model

We decide what the partner actually gets and what stays with you: where the lines run by territory and industry, how pricing is calculated, how your customers are protected.

You getCustomer ownership rules and a partner pricing structure
STEP 03 · [4 WEEKS]

Packaging

We build everything a partner receives on day one, plus everything you need in order to manage them.

You getA partner kit, a contract, a support policy
STEP 04 · [6 WEEKS AND UP]

Launch

We find the first partners, work through the negotiations with you and get to signature. After the first deal we adjust the model based on what real life exposed.

You getA signed partner and a process that works

You can stop after any step. Each one leaves you with a document you can keep working from on your own.

Ways to work together

Three ways to start

One-off consultation

We work through a single specific question: how to answer the customer who wants your product under their brand, what to charge a partner, what to do about one who isn't selling.

Right if you need an answer now, not a project.

Assessment

A short diagnostic: is the product ready, where your ceiling is, what to do first.

Right if you haven't yet decided whether white label is for you at all.

Full packaging

Steps one through three. Model, pricing, contract, partner kit.

Right if the decision is made and you need a working structure to take to partners.

Our fee doesn't depend on what you eventually earn from partners. We don't take a percentage, so our advice never bends toward our own payday.

Confidentiality

Your market stays yours

  • We sign a mutual NDA before the first substantive call
  • No competing engagements. We don't advise two companies in the same category at the same time, and if a competitor of yours approaches us, you hear it from us first
  • Work product is yours. Nothing we build for you gets reused with another client
  • Your metrics, pricing and customer data stay inside the engagement. They never appear in public material or in our own marketing
  • We'll stay off your reference list entirely if you prefer, including logo use
  • We work under your DPA and your security requirements rather than asking you to accept ours
Deliverables

What you walk away with

Not a deck of recommendations, but working documents you can take straight to your first partner.

Product readiness map

A layer-by-layer review: technology, support, legal, economics. What you can hand to a partner today, what has to be built first, and in what order.

Customer ownership rules

Whose customer is whose, what happens when a partner leaves, how deals get registered, where the lines run by territory and industry.

Partner pricing structure

Tiers, volume discounts, what each tier includes, and what your margin looks like in every scenario.

Partner kit

What a partner receives on day one: product description, sales materials, objection handling, implementation guide, support policy.

Partner contract

Limits on brand use, liability toward the end customer, exit terms, protection against having your product copied.

First ninety days plan

Who does what and when, from assessment through to the first deal, with checkpoints along the way.

About us

Five years building partner sales for software products

Pure Stream does one thing: take a product that already works and make it sellable by other people, under other people's brands. In practice that usually means white label or a reseller arrangement.

We work with software products only. That narrowness is deliberate. Software brings its own problems around tenant separation, branding, support and licensing, and generic partnership advice falls apart on contact with them.

What we believe

Sell beyond your own audience bubble. Almost every product has a layer of buyers your marketing will never reach: another country, another industry, another sales channel. A partner is already there. Our job is to get your product in front of them while the customers stay yours.

YOUR AUDIENCE ANOTHER COUNTRY ANOTHER INDUSTRY ANOTHER CHANNEL
Questions and answers

The ones that come up first

Will partners take my customers
That's the real risk, and it isn't handled with trust, it's handled with structure. The contract sets out whose customer the end buyer is, what happens on termination, and what data the partner ever gets to see. We build the ownership rules before you sign anyone.
Will this cheapen my brand
What cheapens a brand isn't white label, it's the absence of boundaries. You decide where the product goes out under your name, where under the partner's, and where under both. Usually your own brand keeps the core market while the partner covers ground you were never going to reach.
How do I price for partners without losing margin
Start from what it costs you to serve one customer, not from your list price with a discount stapled on. A volume discount has to pay for itself in lower sales and support cost. If it doesn't, that tier of partnership isn't worth having.
Is my product technically ready
Usually part way. Swapping logo and colours, separating tenants, custom domains, reporting access, second-line support: most companies have some of it and not the rest. The readiness map tells you what must be built now and what can wait until your second partner.
Who is responsible to the end customer
By default the partner, because that's who the customer bought from. But the product working is on you, and that split has to be written down: which requests the partner closes alone, which come to you, and how fast you answer. Without that, the first outage turns into a fight.
How long until the first partner
Packaging takes [2 to 3 months]. The first deal depends on your market and on whether anyone has already asked for your product under their own brand. If those conversations have happened, it moves considerably faster.
What if the partner sells badly
Most of them will, at first. That's why the model is built for a flow of partners rather than one: clear terms, ready materials, fast onboarding. If launching a single partner costs you two weeks of work, you can't run experiments, and experiments are exactly what this requires.
Does this work for services or only products
We work with software products. Services can be delivered under someone else's brand too, but the economics and the risks are different, and it isn't what we do.
What does this cost
It depends on the format and the complexity of the product. We'll quote after the first conversation, once it's clear what's actually needed. We don't take a percentage of your partner revenue.
Why not just hire a VP of Partnerships
Eventually you probably should. But a hire spends the first six months building exactly what this project builds in two, and you don't learn whether the model works until the year is out. The cheaper order is to prove the model first, then hire someone to run a channel that already exists.
Do you do it for us or teach us to do it
We build the structure, you run it afterwards. That's why you get documents rather than verbal agreements, and why the project needs one person on your side who will own the channel going forward.
We already have partners, but it's a mess
Common enough. We start by taking apart what exists: where margin leaks, why every contract is different, what makes the next partner hard to onboard. Often the product is fine and it's the terms and materials that need rebuilding.
Can I start with one partner without rebuilding the company
Yes, and that's the better way. The first partner is how you test the model on real people. Reorganising anything internally makes sense only once you know the model holds.
Get in touch

Let's take your product apart in [45 minutes]

On the call we look at whether there's a market outside your own audience that partners could reach, and what's standing in the way today. If we think you don't need this, we'll say so.

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Pure Stream · White label consulting for software products