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Extending through the value chain is the frontier – it is something that has only been successfully executed by a select few. However, we believe that extending is the long-term future of vertical software. Pushing beyond being a simple tool to a multi-stakeholder platform is the way a Vertical SaaS vendor (“VSV”) can go from being a good company to a once-in-a-generation organization. Extending towards the supplier is the best place to try it.

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In Part 1, we introduced the topic and walked through the merchant side offerings in our extension framework. We covered finding the correct product offering for merchants and how to look for merchant side network effects.

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In Part 2, we will discuss building out a footprint with suppliers through:

• Supplier wedge offerings 
• Overcoming resistance to behavior change, understanding incumbent behavior, and adding value to the transaction
• The opportunity to build a two-sided network 

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Click here to read Part 2.  If you are new here, registration and approval will be required.

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