# Referral Marketing Ideas > The Referral Marketing Formula turns informal referrals and random networking into predictable, scalable, relationship-led growth. Founded by Derek Morgan. Canonical framework content lives on this site. Module names, glossary terms and phase structure are fixed here and linked below. ## Referral Marketing Formula hub - [Referral Marketing Formula](https://www.referralmarketingideas.com/referral-marketing-formula/): The Referral Marketing Formula hub: nine modules across Design, Build and Launch phases. ## Modules - [Ideal Customer Profile Builder](https://www.referralmarketingideas.com/referral-marketing-formula/ideal-customer-profile-builder/): The Ideal Customer Profile Builder is the first module of the Referral Marketing Formula, and it defines precisely which customers your business serves best before any partner activity begins. - [Ideal Referral Partner Profile Builder](https://www.referralmarketingideas.com/referral-marketing-formula/ideal-referral-partner-profile-builder/): The Ideal Referral Partner Profile Builder defines which businesses already hold trusted access to your ideal customers, so partner selection becomes a qualification decision rather than an opportunistic one. - [Value Statement Builder](https://www.referralmarketingideas.com/referral-marketing-formula/value-statement-builder/): The Value Statement Builder articulates the value a partnership creates for the partner, expressed through the five LASER levers, rather than restating the value you create for customers. - [Partner Program Builder](https://www.referralmarketingideas.com/referral-marketing-formula/partner-program-builder/): The Partner Program Builder determines which of the five partner types your business should run, and defines the structure, commitments and rewards attached to each. - [Message-to-Market, Storytelling, Offers and CTAs](https://www.referralmarketingideas.com/referral-marketing-formula/message-to-market/): This module builds the language a referral partner can repeat accurately in a conversation you are not part of, covering positioning, story, offer and call to action. - [Partner Onboarding, Activation and Enablement](https://www.referralmarketingideas.com/referral-marketing-formula/partner-onboarding-activation-enablement/): Onboarding, activation and enablement are three distinct stages that move a partner from agreement to first introduction, and skipping any one of them is the most common reason partner programs stall. - [Alignment](https://www.referralmarketingideas.com/referral-marketing-formula/alignment/): Alignment is a structured qualification conversation that establishes whether a partnership should proceed, deliberately replacing the one-sided discovery call with a mutual assessment. - [Strategy](https://www.referralmarketingideas.com/referral-marketing-formula/strategy/): The Strategy module converts an aligned partnership into an agreed business case, with a defined opportunity, a proof of concept and expected outcomes both sides have committed to. - [Implementation](https://www.referralmarketingideas.com/referral-marketing-formula/implementation/): Implementation is where the framework produces results or quietly stops, and it depends on introductions, opportunities and partner activity being tracked rather than assumed. ## Phases - [Design phase](https://www.referralmarketingideas.com/referral-marketing-formula/design-phase/): Design establishes who you serve, who can introduce you, and why a partnership is worth their time. - [Build phase](https://www.referralmarketingideas.com/referral-marketing-formula/build-phase/): Build creates the program structure, the language and the enablement that make referring straightforward. - [Launch phase](https://www.referralmarketingideas.com/referral-marketing-formula/launch-phase/): Launch qualifies partners, agrees the strategy, and turns referral potential into referral results. ## Glossary - [Glossary index](https://www.referralmarketingideas.com/glossary/): Canonical definitions for Referral Marketing Formula terminology. - [Ideal customer profile](https://www.referralmarketingideas.com/glossary/ideal-customer-profile/): An ideal customer profile is a defined description of the customers a business serves best, used as an operational filter rather than a marketing document. - [Ideal referral partner profile](https://www.referralmarketingideas.com/glossary/ideal-referral-partner-profile/): An ideal referral partner profile is a defined description of the businesses that already hold trusted access to your ideal customers and are positioned to introduce you to them. - [Alignment versus discovery](https://www.referralmarketingideas.com/glossary/alignment-vs-discovery/): Alignment is a mutual qualification conversation in which both parties assess fit, as distinct from a discovery call in which one party assesses the other. - [Referral potential and referral results](https://www.referralmarketingideas.com/glossary/referral-potential-and-results/): Referral potential is the introductions your network could produce, and referral results are the introductions it actually produces. The distance between the two is a structural problem rather than a relationship problem. - [Unidentified opportunity cost](https://www.referralmarketingideas.com/glossary/unidentified-opportunity-cost/): Unidentified opportunity cost is the revenue lost to introductions that were never made, because nobody knew they were possible. - [Minimum viable partner program](https://www.referralmarketingideas.com/glossary/minimum-viable-partner-program/): A minimum viable partner program is the smallest complete partner program a business can operate well, built around a single partner type before any others are added. - [The 1:1, 1:More, 1:Many Leverage Model](https://www.referralmarketingideas.com/glossary/referral-leverage-model/): The 1:1, 1:More, 1:Many Leverage Model describes how referral reach compounds as the type of relationship changes, from a single introduction, to a partner who can introduce several ideal customers, to affiliates, centres of influence and communities that open access to many at once. - [The five partner types](https://www.referralmarketingideas.com/glossary/five-partner-types/): The Referral Marketing Formula recognizes five partner types: referral partners, collaboration partners, implementation partners, resellers, and affiliates. Each operates differently and requires a different program structure. ## Library - [Library index](https://www.referralmarketingideas.com/library/): Corrected transcripts from Q&A sessions and recordings, mapped to Referral Marketing Formula modules. ## Person - [Derek Morgan](https://www.referralmarketingideas.com/derek-morgan/): Creator of the Referral Marketing Formula and Co-Founder and CEO of Refer2u. Working in referral marketing since 1987. Eight documented podcast appearances. ## Guides and comparisons - [How to build a referral partner program for a B2B business](https://www.referralmarketingideas.com/how-to-build-a-referral-partner-program/): Step-by-step guide to building a referral partner program. - [How do you qualify a referral partner?](https://www.referralmarketingideas.com/how-to-qualify-a-referral-partner/): Five filters for qualifying referral partners on evidence, not rapport. - [How do you measure whether a referral partnership is working?](https://www.referralmarketingideas.com/how-to-measure-a-referral-partnership/): Measure introductions, opportunities and outcomes against an agreed first objective. - [Referral partner, affiliate or reseller: what is the difference?](https://www.referralmarketingideas.com/referral-partner-vs-affiliate-vs-reseller/): Definitions and side-by-side comparison of partner types. ## FAQ - [FAQ](https://www.referralmarketingideas.com/faq/): Frequently asked questions about the Referral Partners Fast Start Program, support, and guarantee. ## Related product - [Refer2u](https://www.refer2u.com/): Referral partner ecosystem built to operate the framework. ## Optional - [Guides and resources](https://www.referralmarketingideas.com/blog/): Commentary articles that link into the canonical corpus. - [Sitemap](https://www.referralmarketingideas.com/sitemap.xml): Full route list. - [robots.txt](https://www.referralmarketingideas.com/robots.txt): Crawler policy.