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LICENSING REVIEW
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The following questions, and more importantly, their answers should give you a flavour on whether or not you feel you my services are of benefit.BEFORE YOU BUYHow do you decide on what licenses to go for? What factors do you consider? Who does this in your organisation? Is this his/her full time job? If not, is this an effective use of their time? When do decide to buy in during the licenses’ lifecycle? Who reads the market? Is this his/her full time job? If not, is this an effective use of their time? Do they fully read all considering factors? How long do you want this license for? Who decides this – if anyone? What licenses are coming next and when? What retailer’s are likely to support me? Who else is buying into this property? Is internal communication all that it could be? YOU’VE DECIDED TO BUYHow much are you going to pay? How do you structure the guarantee and advance payments? What’s the royalty rate? Is it negotiable? Have you asked the Licensor how they will be spending your money? Get a satisfactory answer? What product range is it going to feature on? Do you have a fully costed sales forecast? Do you know the Licensor who is handling the property? Really well? Will they help you? Who in your organisation handles the negotiation with the Licensor? Is this his/her full time job? Do they have an excellent relationship with the licensor? CONGRATULATIONS – YOU’VE BOUGHT A LICENSE Have you got a style guide? Did you get it prior to or within one week of signing the contract? If not, why not? Do you get the Licensor to help you, e.g. development, P.O.S., at retail? Have you discussed approvals with the Licensor? Can you translate the properties core values onto your product? Can you do it effectively and get product approved quickly? When do you launch to the trade? To the consumer? Can you launch on time? Does your salesforce really understand the license? Who briefs the salesforce and checks their understanding? Do you have an accurate, costed sales forecast? Do you track the royalty exposure? Have you planned any marketing / promotional support? |
