The first time I heard Garth Brooks croon about having “friends in low places,” I was driving my GMC half-ton along the backroads of the flats in hay season. We were heading to help a neighboring farmer whose baler had broken down just as the weather was turning.
By sundown, we had the his baler working and brought ours over and helped him get the hay done that night.
That wasn’t charity. That was simply farmers helping out a neighbour!
The Hidden Power of “Unlikely” Business Alliances
In today’s hyperconnected marketplace, we’ve somehow forgotten what every small-town business owner inherently understands: your competition isn’t always your enemy, and your most valuable partners might not be who you expect.
Growing up in a town where the nearest Walmart (hell, it was a WoolCo back then..lol) was an hour’s drive away, I watched businesses support each other in ways that would shock today’s corporate strategists. The hardware store would direct customers to the small engine repair shop down the street. The local diner would showcase art from the craft store. The feed supply would advertise the veterinarian’s services.
They weren’t just being friendly—they were being strategically collaborative.
What Small Town Partnerships Can Teach Modern Business
When you’ve got “friends in low places,” you’ve got a support network that shows up when you’re in the trenches—not just when you’re celebrating wins.
Consider these partnership strategies that have transformed small businesses across the prairies:
- Cross-promotions: A small bakery in Saskatoon partnered with a local coffee roaster to create “perfect pairing” promotions, increasing both businesses’ average transaction value by 23%
- Shared resources: Three independent retailers in Yorkton split the cost of a delivery van, cutting each store’s logistics expenses by 65%
- Complementary services: A lawn care service and snow removal company created a year-round property maintenance package, eliminating seasonal income gaps for both
The magic isn’t in finding the perfect partner—it’s in finding the perfect fit.
Beyond “Blame it all on my roots” – Creating Strategic Alliances
The most powerful business partnerships often emerge from authentic connections—not forced networking events.
When I think about successful small business collaborations, I’m reminded of the Tire shop owner who partnered with the local mechanic to offer emergency harvest-time repairs. Neither business was particularly glamorous, but together they became indispensable.
As Garth might say, they weren’t “dressed up to fit in” with fancy corporate partnerships. They created something authentic that solved real problems.
Identifying Your Perfect Partnership Opportunities
Look for businesses that share your customer base but don’t compete directly. The best partnerships bring together businesses with:
- Complementary seasonal cycles (like the lawn/snow example)
- Different products but similar customer values
- Shared geographic target areas
- Compatible brand personalities
- Mutual respect and trust
Remember the lesson from those Saskatchewan farm communities: the strongest alliances often form during challenging times, not prosperous ones.
Starting Small, Thinking Big
You don’t need elaborate contracts or formal arrangements to begin benefiting from strategic partnerships.
Start with simple collaborations:
- Feature each other in social media posts
- Create a joint special offer
- Share a booth at a local event
- Recommend each other to customers
- Bundle services for a limited-time promotion
A flower shop and photography studio in Moose Jaw created a “proposal package” that included both businesses’ services. Within three months, both reported a 40% increase in their highest-value bookings.
The best partnerships, like the best country songs, tell a story that resonates with real people. They’re not polished corporate alliances—they’re authentic relationships built on mutual benefit and shared values.
So take a lesson from those prairie towns where businesses survive by supporting each other: sometimes your most valuable strategic relationships are with your “friends in low places”—the businesses that, like you, know what it means to build something meaningful from the ground up.
After all, isn’t that where the real magic happens?
