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You’ve done your homework on what categories your brand should extend into (or if you are a manufacturer, what brands to target). You’ve also determined that licensing is the most efficient way for you to achieve this objective.The next step is to find the players - the best manufacturing partners (licensees) - that will help you achieve your brand extension goals. It is important that the licensees you decide to partner with understand the category you’re getting into, share your vision for the brand, and are fully committed to the program. This will save you from sleepless nights down the road.In this webinar, the presenter, Pete Canalichio will cover steps 3 (Prospect Licensees) and 4 (Perform Due Diligence) of the 8-step process. He will explain, in detail, where you should look for these prospective licensees, questions you should be asking them and what you should watch out for. If you are a manufacturer (a prospective licensee), you should be hanging on to every word Pete says – the brand you soon may be soliciting will be asking you for this information. Having this insight will help ensure you come out on top!The third of a 6-part webinar series, this webinar will help you identify manufacturers that would be the best fit for your brand and category you wish to extend into.For more information about licensing, and to purchase the comprehensive webinar series, visit www.BrandLicensingExpert.com
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Scouting for Playmakers
Pete CanalichioLicensing Brands, Inc.
www.brandlicensingexpert.com
The following slides are an abridged section from our webinar series “How to Build Your Brand Licensing Dynasty”
To purchase the complete webinar and series with audio visit www.BrandLicensingExpert.com
Best-in-Class Licensees
• Believe in the vision of the brand and see the benefit of establishing the brand in their category
• Understand consumer needs and are willing to invest in marketing
• Achieve category captain status• Have strong leadership and are well managed• Possess excellent references from licensors and
retailers• Focus on innovation and product development• Deliver consistent financial resultsConfidential 2
Agenda
Prospect Licensees• Definition of “Prospect”• Art or Science?• Selection Techniques• Evaluation Checklist• Assessing Interest Level
Perform Due Diligence• Points to Consider• Separating the Curious
From the Serious• Areas for Evaluation
− Strategic− Financial− Legal− Organizational − Reference Checks
Confidential
Definition of “Prospect”
• To search or explore (a region), as for gold
• Once you have your prospects, you need to test them to see how good they are
Confidential
ART OR SCIENCE?
Confidential
Perform Due Diligence
• Points to Consider• Separating the Curious From the Serious• Areas for Evaluation
− Strategic− Financial− Legal− Organizational − Reference Checks
Confidential
Points to Consider
• Objectives− Stimulate profitable, long term growth of licensing
revenues− Maximize the efficiency and effectiveness of the licensing
team− Eliminate major risks− Ensure that the right controls are in the right place
Confidential
Summarizing the Process
• Licensing Team / Agent
• Research• Store Walks• Trade Shows• Trade Publications
Identify Prospects
• Licensing Team / Agent
• Input from Marketing, Finance, Legal, Operations
Prepare Checklist
• Licensing Team / Agent
• Interview• Questionnaire
Evaluate Prospects
Confidential
This has been a snippet from our webinar series “How to Build Your Brand Licensing Dynasty” To purchase the complete series with audio
visit www.BrandLicensingExpert.com
