Joint venture between the person with the product and the person with the traffic: how to split things without fighting

Ana Beatriz Castro · 2026-10-07

Openings

Who brings what

1. Product: The partner who owns the product should provide inventory, detailed information, and logistical support. If the product is physical, consider who will cover shipping and storage.

1. Traffic: The partner responsible for traffic should commit to creating and managing paid campaigns on the chosen platforms (Meta, Google, etc.) and also provide performance reports.

1. Additional resources: If content creation is needed (photos, videos, landing pages), decide who will cover these costs or whether they’ll be split proportionally.

Profit split

1. Fixed percentage: Set a fixed percentage for each partner. For example, 60% for the person providing the product and 40% for the person providing the traffic.

1. Tiered: Consider a split that changes based on performance. For example, up to R$ 10.000, the split is 60/40. Above that, it could become 50/50.

1. Periodic reviews: Set dates to review the split, such as quarterly, and adjust it based on each person’s contribution.

Account access

1. Transparency: Both parties should have access to the ad accounts and sales platforms. This ensures everyone can see the data and performance in real time.

1. Permission controls: Use different access levels. The traffic partner should have full access to the ad accounts, while the product partner can have access only to sales metrics.

1. Regular reports: Set up a weekly or biweekly reporting schedule, where each person updates the other on performance and the actions taken.

Trial period

1. Duration: Set a clear trial period, such as 3 months. This will allow both parties to evaluate whether the partnership is viable.

1. Success metrics: Decide which metrics will indicate success during this period, such as ROI, number of sales, or conversion rate.

1. Evaluation: At the end of the period, hold a meeting to discuss the results and decide whether the partnership will continue, be adjusted, or end.

Exit

1. Terms: Set the exit terms for both parties. For example, 30 days’ notice from either side.

1. Asset split: If the partnership ends, how will the assets be divided? For example, inventory, marketing materials, email lists.

1. Non-compete: Consider a non-compete agreement for a set period to prevent one party from entering into direct competition right after the partnership ends.

These points help ensure a more organized joint venture and reduce conflicts.

What percentage do you think each party should get in a deal like this?