Written for EO by Michael Kiel, a serial entrepreneur.

Startups often focus most of their attention on securing funding from potential investors. That’s not a bad strategy—particularly considering how much money it takes to get a business off the ground. However, there might be another strategic partnership that can benefit small businesses seeking exposure: partnering with bigger brands.

Yes, bigger brands might be your competition. They could even target the same customers as your company, but they can still be potential allies. In fact, bigger brands may need your company as much as you need theirs. Smaller businesses are often more nimble than the giants of the business world, for instance, which allows them to react quickly to changes in market trends. They also tend to have a pulse on the needs of their customers—especially in more niche markets.