Competitive - Licensor Category

The Participant will be required to submit a proposal in accordance to the judging criteria listed below. Evaluation of the Participant will be based on the same criteria.

  • Promising Licensor of the Year

    Component Weightage (%)
    1. Strategy 15
    2. System 25
    3. Marketing 20
    4. License Relations 25
    5. License Performance 15
  • Licensor of the Year

    Component Weightage (%)
    1. Strategy 15
    2. System 30
    3. Marketing 20
    4. License Relations 10
    5. License Performance 25

1. Strategy

Much of the growth in the next decade will come from expansion of the license network. Without the ability to delegate, think strategically and use sophisticated management tools, expansion can be a nightmare instead of an opportunity. Evaluation for this component will be based on the following:

  1. Profile of the License Business
    1. History
    2. Vision & Mission
    3. Goals & Value Proposition
    4. Business Expansion Strategy over the next 3 years
  2. License Concept
    State and elaborate on the license concept, taking into consideration its uniqueness, sustainability and scalability.
  3. Intellectual Property (IP)
    How is the IP of the license concept managed? Are there allocated resources to strengthen and protect the IP?
  4. Organisation Structure
    Elaborate on the internal management of resource allocation, structure for support, as well as external strategies such as strategic partners.
  5. Licensee Sign-up Process
    Describe in details the licensee selection process, key activities involved, and documents provided to prospective licensees.

2. System

Describe the management and operations support given to your licensees, including communications channels and assistance in various key areas below, if any (except for branding & marketing which is covered in a separate component):

  • Operations Manual
  • Communication between Licensor and Licensees
  • Training Programme
  • Outlet Set-up & Procurement of Supplies (optional)
  • Quality & System Control Tools
  • Research & Development
  • Financial Management
  • Performance Management
  • Legal
  • Information System
  • Staff Management (optional)

3. Marketing

To develop appropriate tactics to penetrate new markets, important information such as market size and share, demand, projected sales and competition should be gathered.

Describe the marketing and promotion strategies and how you work with your licensees to achieve them.

  1. Brand Strategy
    1. Brand Vision & Mission
    2. Corporate Identity
    3. Branding Guidelines
  2. Marketing Strategy for
    1. Product
    2. Pricing
    3. Promotion
    4. Place
    5. Social Responsibility

4. License Relations

One critical element in building a successful license is to establish a strong licensor and licensee relationship. How can you motivate your licensees? What are the signs that things are not going well? How do you provide training and other support to ensure a win-win relationship with your licensees?

  1. Licensee’s level of involvement with regards to the License system
  2. Any dispute resolution mechanism in place?

5. License Performance

Provide the financial information for the past 3 years and describe the overall financial performance and achievements as a Licensor.