Purpose of This Step: To identify a targeted list of potential partners—individuals, platforms, or organizations—that already have the attention of Medina McKelvey’s ideal audience. This is the foundation of the entire Partnership Plan. The goal here is to generate a list of strategic opportunities for visibility and collaboration.

What This Step Involves

This step is all about intentional brainstorming. You’re not guessing randomly or casting a wide net. You’re identifying where your ideal clients already spend their attention and who controls access to those spaces.

Instructions

1. Start by Defining Your Audience. Think about the specific types of clients or referral partners you want to reach. Break this into categories based on Medina McKelvey’s buyer personas:
2. HR professionals (e.g., HR VP Veronica)
3. Business owners or CEOs (e.g., Marty Manufacturing)
4. In-house legal counsel (e.g., Curtis Counsel)
5. List Where These People Are Already Showing Up. For each audience group, identify the places they already spend their time:
6. What podcasts do they listen to?
7. What conferences or events do they attend?
8. What newsletters or blogs do they read?
9. What LinkedIn groups or associations are they part of?
10. What local networking groups or regional HR forums do they engage in?
11. Name Specific People, Platforms, or Organizations. Once you identify the locations and platforms, list the gatekeepers or leaders connected to those channels:
12. Podcast hosts
13. Event organizers
14. Association directors
15. Content creators or newsletter editors
16. Influential connectors within LinkedIn communities or local chambers
17. Use the Worksheet (Optional). If you’re using the Partnership Plan worksheet:
18. Page 1 is your working document where you fill in ideas and names.
19. Page 2 contains built-in guidance to refer back to. If you prefer your own format, a simple Word or Google Doc works just as well.

Pro Tips

• Avoid overthinking or self-censoring. Don’t eliminate potential partners just because they “seem too big” or you’re unsure of the connection. That refinement comes in later steps.
• Think broadly and regionally. While SHRM National may be out of reach without a formal submission, SHRM NorCal or local HR chapters are well within range.
• Include both dream opportunities and realistic, attainable ones.

What Success Looks Like

• You’ve identified at least 5-10 potential platforms or people per audience type.
• You have a working list of at least 15–30+ potential partners that can be sorted and prioritized in Step 2.
• You feel energized and focused, with real names and platforms you can begin to explore and engage with.

Next Step

Move on to Step 2: Tier Your Partners. This is where you’ll evaluate your current relationship with each contact and decide how to approach them strategically.