The circles are set up around a theme which means that the businesses in the circle are ones that are relevant to that theme and are likely to share a similar customer base.
For example, our first circle, Pet Hub has partners who have particular areas of expertise in providing services and items needed by pet/animal owners. The businesses in this circle share a pet related theme and therefore offer products and services that are likely to be relevant and of interest to many of each others customers. These could be: Vets, Groomers, Boarding Kennels & Catteries, Pet Friendly Taxi’s, Pet Photographers, Suppliers of Kennels, Coups, Cages and Housing of all kinds, Pet Foods and Accessories, services such as Dog Massage, Trainers and Behaviourists - even Pet Portraits!
This theming of circles provides benefits to both the business and the customer members of each circle - the businesses gain extra exposure to each other customers and the customers get access to a list of suppliers and service providers who are relevant to them and are likely to provide a similar standard of service to the one you already know.