Entrepreneur Media - Brand Licensing Expert - Pete Canalichio
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Entrepreneur Media

Duration: July 2013 – June 2016

 

Challenges:

 

Due to adverse trends in the marketplace impacting print media companies and a goal to leverage the strength of the Entrepreneur brand, Entrepreneur Media(EMI) wanted to evaluate the viability of launching an Entrepreneur brand licensing program, which would enable it to extend the brand into new territories while expanding it in the United States. If the program was viable, EMI desired to launch the program.

Approach:

 

Assess the viability of a brand licensing program and develop a detailed roadmap that would not only reveal the categories in which to extend the Entrepreneur brand, but also the revenue and the corresponding royalty that would be generated, the investment required and the return on investment over five years:

 

  • Conducted a brand audit to understand the core equities and positioning
  • Developed a “universe of categories” from which to evaluate potential licensing opportunities
  • Identified the top categories that best fit with the Entrepreneur positioning and promise
  • Prioritized categories by potential consumer engagements, royalty revenue and interest
  • Identified 2 to 3 prospective licensees for each category and define an expected set of licensing deal terms
  • Estimated the total sales and projected revenue for each category
  • Projected the costs to implement the program and the return on investment

Results:

 

  • Completed a successful Brand Licensing Audit
  • Launched the Entrepreneur brand licensing program at the 2014 Licensing Expo
  • Signed four licensing agreements including:
    • Entrepreneur Business Coaching
    • Entrepreneur Lending
    • Entrepreneur Television
    • Entrepreneur Music