Due diligence is a necessary and important step when considering a licensing partner. This applies both to licensing in and licensing out. The process of due diligence is basically to get as much information as possible about the potential partner.

 Customer_Due_DiligenceEvery licensing deal should begin with researching a potential licensee. The first step in considering a licensee’s proposal is having them complete a licensing application. It will provide some good background information and help identify any potential issues.

When considering a potential licensing partner, here are four key areas to research before entering a licensing agreement:

1. Quality and Reputation of the Licensee. Does the licensee produce and deliver the quality of products or services that reflect your quality standards? Does the licensee have a good reputation with its distribution channels, retail partners and customers?

2. Experience of the Licensee. Does the licensee have experience with your type of IP? Does it fit within their product or service line and sales channels? Verify a licensees strength in key distribution channels, whether they use direct sales, distributors or brokers, or some combination of both. The use of third party manufacturers is common in licensing, and it’s important to make sure they have the necessary manufacturing capabilities in place.

3. Financial Condition of the Licensee. Does the licensee have the financial resources needed to successfully commercialize your IP? Is the licensee credit worthy? References such suppliers and vendors, running a D&B report and researching SEC filings can confirm if the potential partner will be able to perform financially.

4. Competing Products. Does the licensee handle other products or services that might compete? If so, will the licensee devote sufficient resources and attention to your IP?

The better you research a licensee in advance of the licensing deal, the more headaches you’ll avoid down the road.


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Mr. Brenner has over 30 years IP management and licensing experience with various industries including consumer products, food, entertainment, software,health technology, medical devices and digital media. He has led international licensing programs as both licensee and licensor, and through consulting projects focused on strategy and management, outbound / inbound licensing initiatives, and IP audits and due diligence.. He has developed and managed deals with Fortune 1000 companies including Universal Studios, Fox Interactive, Sony Pictures, Dow, Cargill, SmithKline Glaxo, Ranir, Coca Cola, Kellogg’s, Hasbro, Mattel, and others. He is a public speaker and published writer, and has taught classes at the university level. His speaking events have included UC Irvine, Tritech/SBDC, Irvine Chamber, Fast Start Studios, ICFO Investors Conference, San Diego Investment Conference, Westlaw Legal Center (NYC), National Speakers Association, and the Hong Kong FilmArt Expo. He has written several articles on licensing intellectual property which have appeared in the Licensing Journal, Intellectual Property Magazine, and License India.

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