Scaling Up
With research underway and a team in place, the next challenge for King was figuring out how to develop a supplier network and how best to start implementing new initiatives. “When we think about this joint venture, we have the opportunity to do a slow roll out, a phased roll out or a big bang type thing,” King notes.
There are several ways the JV can develop its network and each path has its own advantages and drawbacks. If King and the team opt for a slow roll out, the JV will be able to respond to shifts in the market by being nimble and reactive. However, growing slowly could pose a problem for the JV’s parent companies, which are used to working at scale. Going big at the beginning might be easier with the help of the parent companies, but who can say how well a small JV can manage at scale right away?
King and the team have opted to chart their own course, but they are reaching out to the parent companies where it makes sense. For example, the JV is already leveraging the size and reputations of the parent companies while building up the JV’s initial network of partners and suppliers. “When we go to these partners, we have the ability to say, we are a Keurig and Anheuser-Busch joint venture. That alone brings credibility to the table and allows us to move a lot faster with a lot cheaper cost than if we were to try to do it as a separate company,” King says.