Commercial Ownership

Sales in a Box – Commercial Ownership Framework

Direct vs. Partner‑Led vs. Superuser‑Led Responsibilities

1. Purpose of This Document

This document defines clear, non‑overlapping ownership rules across the three layers of Sales in a Box’s go‑to‑market structure:

  1. Company (HQ + Subsidiaries) – Sweden‑based HQ plus co‑owned local subsidiaries.
  2. Partners – Joint‑venture market operators who co‑own the subsidiary with us.
  3. Superusers – Chambers, export agencies, consultants, universities, etc., who resell and activate end users.
  4. Users – SMEs and professionals who use the platform.

The goal is to eliminate ambiguity around sales ownership, onboarding, support, renewals, pricing, and escalation paths.

2. Definitions

2.1 Company (HQ + Subsidiaries)

The company:

  • Owns the product, brand, pricing, and global strategy.
  • Sells directly to:
    • Superusers
    • Academic superusers
    • Users (only in exceptional cases or strategic pilots)

2.2 Partners (JV Operators)

Partners:

  • Operate at a higher layer than superusers.
  • Co‑own the local Sales in a Box subsidiary with HQ.
  • Represent the company in their market.
  • Their mission is to scale the superuser ecosystem, not sell to end users.

2.3 Superusers

Superusers are chambers, export agencies, consultants, universities, etc., who act as local multipliers and resell the platform to SMEs. They:

  • Buy discounted activation credits.
  • Resell accounts to their members/clients.
  • Provide onboarding and support to users.
  • Generate revenue for themselves and for the company.

2.4 Users

Users are SMEs, students, or professionals who use the platform for market selection, intelligence, and partner discovery.

3. Ownership Matrix (Direct vs. Partner‑Led)

3.1 Sales Ownership

Superusers

  • Sold directly by the Company (HQ or Subsidiary).
  • Always direct; this is a strategic priority.

Academic Superusers

  • Sold directly by the Company (HQ or Subsidiary).
  • Often discounted or provided free of charge.

Users (SMEs)

  • Sold by Superusers.
  • The company does not sell directly except in special cases.

Partners (JV)

  • Not customers; they are co‑owners.
  • Sales are handled by Company HQ.

Large Government / National Agencies

  • Handled centrally by Company HQ as strategic accounts.

Rule: Partners never sell to users or superusers. Their role is to build and manage the superuser ecosystem.

3.2 Onboarding Ownership

Superusers

  • Onboarded by the Company.
  • Includes full onboarding, training, certification, and materials.

Academic Superusers

  • Onboarded by the Company.
  • Includes faculty onboarding and student activation flows.

Users

  • Onboarded by Superusers.
  • Includes workshops, training, support, and renewal management.

Partners

  • Onboarded by Company HQ.
  • Includes operational onboarding into the JV structure.

3.3 Support Ownership

Superusers

  • Supported by the Company.
  • Includes priority support and a dedicated account manager (Gold/Platinum).

Academic Superusers

  • Supported by the Company.
  • Includes faculty support and student‑facing materials.

Users

  • Supported by Superusers.
  • Company handles escalations only.

Partners

  • Supported by Company HQ.
  • Includes operational support for JV operations.

3.4 Renewal Ownership

Superusers

  • Renewed directly by the Company.

Academic Superusers

  • Renewed by the Company.
  • Renewal cycle aligned with the academic calendar.

Users

  • Renewed by Superusers.
  • Superusers manage renewals and margins.

Partners

  • Not applicable; partners are co‑owners, not customers.

4. Company Layer – Responsibilities & Boundaries

4.1 Responsibilities

The Company is responsible for:

  • Product development.
  • Global pricing and packaging.
  • Global brand and marketing.
  • Superuser onboarding and support.
  • Academic program management.
  • JV governance and partner onboarding.
  • Escalation support for users (via superusers).

4.2 Boundaries

The Company does not:

  • Provide onboarding to users.
  • Manage user renewals.
  • Sell directly to users (except strategic pilots).
  • Interfere with superuser pricing to their clients.

5. Partner Layer – Responsibilities & Boundaries

Partners operate above superusers.

5.1 Responsibilities

Partners:

  • Build and grow the superuser network in their country.
  • Co‑manage the local subsidiary with HQ.
  • Execute local marketing and events.
  • Ensure compliance with brand and pricing guidelines.
  • Report market insights to HQ.
  • Support superusers commercially (not technically).

5.2 Boundaries

Partners do not:

  • Sell directly to users.
  • Sell directly to superusers (sales belong to the subsidiary).
  • Provide technical support.
  • Set pricing.
  • Modify product or messaging.

6. Superuser Layer – Responsibilities & Boundaries

6.1 Responsibilities

Superusers:

  • Resell accounts to users.
  • Provide onboarding and training to users.
  • Provide first‑line support.
  • Manage renewals.
  • Conduct workshops, training, and consulting.
  • Promote Sales in a Box in their ecosystem.

6.2 Boundaries

Superusers do not:

  • Modify the product.
  • Set pricing for superuser packages.
  • Sell to other superusers.
  • Operate outside their region unless authorized.

7. Escalation Framework

User Issue → Superuser → Company Superusers handle all user issues. The Company intervenes only when:

  • A bug is detected.
  • A feature request is validated.
  • A technical escalation is required.

Superuser Issue → Company Superusers escalate directly to the Company.

Partner Issue → HQ Partners escalate only to HQ, not to subsidiaries.

8. Pricing & Margin Rules

8.1 Company → Superusers

  • Fixed discounted activation packages (Silver, Gold, Platinum).
  • Superusers choose resale price and keep 100% of the margin.

8.2 Superusers → Users

  • Free pricing.
  • Superusers own the commercial relationship.

8.3 Partners

  • Receive a share of subsidiary profits.
  • Do not participate in per‑account margins.

9. Others

9.1 Territory Rights

  • Partners have exclusive rights to their country.
  • Superusers have non‑exclusive rights within their region.

9.2 Certification Levels

  • Superusers must complete certification to activate users.
  • Partners must complete JV operator certification.

9.3 Data Ownership

  • The Company owns all platform data.
  • Superusers own their client relationships.
  • Partners own no data; they own subsidiary equity.

9.4 Brand Governance

  • Partners and superusers must follow brand guidelines.
  • Only HQ can approve deviations.

9.5 Compliance

  • Partners ensure local legal compliance.
  • Superusers ensure GDPR compliance with their clients.
  • The Company ensures global compliance.