How do you, as a licensee or manufacturer, grow your business? How do you identify brands you want to license? How do you perform due diligence on a brand to ensure they’re right for you? How do you become a contender for their business? What’s the best way to tilt the negotiations to your favor? And if you win the business, how do you establish a business plan to ensure profitability?
After 30 years in the licensing business (including Coca-Cola and Newell Rubbermaid) I can tell you how: Through a disciplined approach that marries your strengths with the licensor’s needs.
In this guide, I’m going to answer just about every question you, as a manufacturer or licensee, might have about finding prospective brands, winning, and profitably running a licensing program.