License to Print Money

September 13, 20120 Comments

Check out our latest Article in the September 2012 issue of Intellectual Property Magazine.

For many, moving from solicitor to salesman is not a natural step. Licensing expert Rand Brenner gives 10 tips on how to generate revenue from IP.

Licensing is often thought of as a legal process, but that is only one aspect. The other is the money making side. The licensing process transforms an intellectual property into a
revenue generating asset. As with any process, it requires knowing what to do and how to do it. Here are 10 tips on how to develop a licensing program:

1. Licensing due diligence
Being an expert about the applications of your IP is one of the first ways to be successful in licensing. You should know who the competition is, the potential market size and why your IP is the best to meet and satisfy that market demand. Understanding the size of the market for the IP being licensed is an important indicator for sales potential. For example, a new product invention in the early stages of its life cycle will be experiencing strong annual growth, have few competitors and higher margins. Conversely, a product category with slower annual sales growth usually indicates a more mature point in its life cycle, so it would have more competitors and smaller profit margins. The more homework done upfront, the more time and resources saved down the road.

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About the Author ()

Rand is President / CEO of Licensing Consulting Group, an intellectual property management and licensing company specializing in assisting clients in IP Management, Strategic Consulting, Acquisition of Licensing Rights, and Property Representation. Rand has licensed some of the biggest Hollywood blockbusters, including “Batman” and the “Mighty Morphin Power Rangers”, both of which generated billions of dollars in worldwide merchandise sales. He has lead various international licensing programs as both licensee and licensor, and through consulting projects focused on licensing strategy, brand development, sponsorship sales and property representation.

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