Dream 100 Strategy for Space Companies: Partners and JVs
TL;DR: A Dream 100 strategy means choosing a short list of the most valuable relationships for your business and investing in them consistently over time. For space companies, the best Dream 100 is often not just buyers but partners: primes, integrators, complementary suppliers, communities, podcasts and investors who already reach your buyers. Build the list, give value first, stay visible and turn the best relationships into referrals, co-marketing and joint ventures.
Key takeaways
- Focus on a limited list of high-value relationships.
- Include partners who already have your buyers' attention.
- Give value before asking for anything.
- Partnerships, referrals and JVs can open doors cold outreach can't.
What is a Dream 100 strategy?
A Dream 100 strategy is a focused relationship plan. Instead of chasing every possible lead, you pick around 100 people or organizations that could change your business, then build relationships with them deliberately and patiently. The number isn't magic; the point is focus.
In many industries, a Dream 100 is a list of ideal customers. In the space industry, it works even better as a mix of customers and partners, because relationships, referrals and teaming arrangements drive so many deals.
Why does a Dream 100 strategy work in the space industry?
- The market is small. A limited number of companies and programs matter in each segment.
- Trust drives buying. Buyers prefer suppliers recommended by people they already trust.
- Teaming is common. Government programs and large contracts often involve primes, subcontractors and partners working together.
- Partners refer business. Even large companies send work elsewhere when it fits the customer better. In a recent Via Satellite interview, Planet's chief strategy officer said he probably kicks more business to other companies than he collects. See our post on earth observation marketing lessons from Planet.
Who belongs on a space company's Dream 100?
Build your list across categories:
| Category | Examples | What they offer |
|---|---|---|
| Buyers | Target accounts that fit your ideal profile | Direct revenue |
| Primes and integrators | Companies that subcontract work like yours | Teaming and subcontracts |
| Complementary suppliers | Companies selling to the same buyers | Referrals and bundles |
| Media and podcasts | Shows and newsletters your buyers follow | Audience and credibility |
| Communities and events | Associations, groups and conferences | Introductions and visibility |
| Investors and advisors | People connected to your market | Intros and guidance |
Start with your B2B prospect list for buyers, then add partners who reach those same buyers.
How do you build a Dream 100 list template?
Use a simple CRM view or spreadsheet with these columns:
- Name and organization
- Category (buyer, prime, supplier, media, community, investor)
- Why they matter: the audience, program or capability they bring.
- Connection path: mutual contacts, events or content.
- Status: unaware, aware, engaged, partner.
- Next action and date
Review it regularly and move people forward one step at a time.
How do you build relationships with your Dream 100?
Give value first
- Share their news and content.
- Make useful introductions.
- Send relevant articles or insights.
- Invite them onto your podcast or webinar. See our guide on how to start a B2B podcast for your space company.
Stay visible
- Comment on their LinkedIn posts. See our LinkedIn DM strategy for space founders.
- Meet at conferences. Our space industry conferences and trade shows page lists events to target.
- Appear on shows they follow. See our podcast guesting strategy for space founders.
Make a specific ask when the time is right
Once there's trust, propose something concrete: a referral arrangement, a joint webinar, a bundled offer or a teaming agreement on an upcoming bid.
How do partnerships and JVs work for space companies?
Referral partnerships
Two companies that serve the same buyer refer work to each other. Keep it simple and fair, and agree on how you'll handle introductions.
Co-marketing
Joint webinars, guides, case studies and event appearances let both partners reach each other's audiences. See our guide to webinar funnels for space startups.
Teaming and subcontracting
Primes and larger contractors often need specialized suppliers. Our guide to selling to prime contractors covers how to get on their radar.
Mentor-protégé and joint ventures
For U.S. government work, the SBA's contracting assistance programs include a Mentor-Protégé program, where a small business can learn from an experienced government contractor, and joint ventures, which allow certain businesses to compete together for government contracts reserved for small businesses. Get qualified advice before entering any formal arrangement.
To see which primes are winning work in your area, search federal award data on USAspending.gov, which describes itself as the official source for U.S. government spending data.
How do you measure a Dream 100 strategy?
- Relationship progress: how many contacts moved from unaware to engaged to partner.
- Introductions and referrals received.
- Co-marketing results: leads from joint content and events.
- Opportunities and revenue connected to Dream 100 relationships.
Track these in your CRM so you can see which categories pay off.
What does a Dream 100 look like for a small space supplier?
A hypothetical example for a satellite harness manufacturer:
- 30 buyers: smallsat builders with growing production.
- 20 primes and integrators that subcontract harness work.
- 20 complementary suppliers: structures, thermal and power companies selling to the same builders.
- 15 media and community contacts: podcasts, newsletters and associations.
- 15 investors and advisors active in smallsat manufacturing.
Regularly, the founder takes a few small actions: a comment, an introduction, a resource or a meeting request. Over months, the list becomes a network that sends referrals.
Where does a Dream 100 fit in your marketing?
A Dream 100 complements content, ads and outreach. Our space startup marketing page covers the basics, and our space marketing guide shows how relationship building fits into a full system.
How do you keep a Dream 100 manageable?
A hundred relationships is a lot for a small team. Split the list among founders and senior staff based on existing connections and expertise. Focus on a smaller group of priority relationships at any one time, and rotate others in as relationships progress or stall. Keep notes in your CRM so anyone can pick up a relationship if someone leaves. Small, consistent actions matter more than occasional big gestures.
What Dream 100 mistakes should you avoid?
- Only listing buyers and ignoring partners.
- Asking too soon before giving value.
- Generic outreach to everyone on the list.
- Losing track of relationships without a CRM.
- Giving up before relationships have time to grow.
Frequently asked questions
What is a Dream 100 strategy?
It's a focused plan to build relationships with around 100 of the most valuable people or organizations for your business, including buyers and partners.
Who should be on a space company's Dream 100?
Target buyers, primes and integrators, complementary suppliers, podcasts and media, communities and events, and investors and advisors connected to your market.
How do I start building relationships with my Dream 100?
Give value first: share their content, make introductions, invite them onto your podcast or webinar and meet at events.
How do partnerships help space companies?
Partners who already reach your buyers can provide referrals, co-marketing, bundled offers and teaming opportunities on larger contracts.
What is the SBA Mentor-Protégé program?
It's an SBA program where small businesses can learn from experienced government contractors. SBA also supports joint ventures that let certain businesses compete together for small business set-aside contracts.
Want to work through this with other space founders?
Join Space Entrepreneurs, free. Space Entrepreneurs is the free Skool community I host for founders who are starting, marketing and growing space companies. Bring your questions, share what you are working on and learn from people building in the same industry.
