Use My Application Form To Vet the Best Potential Licensees
Smart brands use well-vetted forms to help them choose the best licensee for their brand. They ask a ton of questions because they want to maximize success and mitigate risk. Don’t get caught flat-footed. The more you know about licensee candidates the better you’ll get at selecting the right one.
The typical licensee application form tries to conduct due diligence from multiple perspectives: business, financial, legal and risk management. From the licensor’s perspective, the more comprehensive the form, the less likely it is that the licensee will have unforeseen issues going forward, and the greater the likelihood for success.
How To Qualify A Prospective Licensee
A comprehensive, thoughtfully-developed application form is critical for ensuring that prospective licensees have what it takes for the program to be successful.
I developed it when I worked as a brand licensing executive at Coca-Cola and Newell Rubbermaid and then continually refined it through my consulting work with other Fortune 500 brands. It’s an 11-page document filled with the kinds of questions brands are likely to ask.