INTELLECTUAL PROPERTY VALUATIONS
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1 INTELLECTUAL PROPERTY VALUATIONS WISE, BLACKMAN LLP Canada
2 AGENDA Intangible asset categories When is a valuation required? Components of fair market value Fair value for financial reporting Valuation approaches (market, income, cost) 1 FAIR VALUE FOR FINANCIAL REPORTING CATEGORIES OF INTANGIBLE ASSETS Canada U.S.A. CICA 1581 SFAS 141 Marketing-related related Customer-related related Artistic-related related Contract-based Technology-based Appendix Section References A20 A22 A23 A28 A29 A30 A31 A33 A34 A38 A15 A17 A18 A21 A22 A23 A24 A25 A28 2 1
3 INTANGIBLE ASSET CATEGORIES 1. Marketing-related, related, including: Trademarks, trade names, brands, logos Foreign trademark rights Service marks, collective marks, certification marks Product distribution channels Delivery systems Internet domain names Trade dress (unique colour, shape or package design) Non-competition agreements 3 INTANGIBLE ASSET CATEGORIES (cont (cont d) 2. Customer-related related customer structure of the business, including: Customer lists Order backlog Customer contracts and the related customer relationships Non-contractual customer relationships 4 2
4 INTANGIBLE ASSET CATEGORIES (cont (cont d) 3. Artistic-related related artistic works (to which the business has title), including: Books, magazines Musical works, including advertising jingles Literary Video and audiovisual material, motion pictures, music videos Pictures, photographs 5 INTANGIBLE ASSET CATEGORIES (cont (cont d) 4. Contract-based with fixed or definite term, including: Licenses Facility leases and others Franchise agreements Permits Royalties Advertising, construction, management and service or supply contracts Employment contracts/collective agreements Financing agreements Insurance contracts 6 3
5 INTANGIBLE ASSET CATEGORIES (cont 5. Technology based relate to innovations or technological advances within the business, including: (cont d) Patents Non-patented technology Computer software (operational software) and licenses Databases Technical drawings Research and development Trade secrets Know-how 7 WHEN ARE THEY REQUIRED? Transaction support Bankruptcy License fees & royalties Strategic alliances Income taxation Marital dissolution Inter-company transactions & transfer pricing Collateral-based financing Accounting requirements Regulatory requirements Purchase price allocation Infringement damages 8 4
6 COMPONENTS OF THE FAIR MARKET VALUE OF A BUSINESS 9 COMPOSITION OF A BUSINESS ENTERPRISE Working Capital Other Tangible Assets Intangible Assets Intellectual Property 10 5
7 THE BUSINESS ENTERPRISE EQUATION VALUE OF BUSINESS ENTERPRISE = VALUE OF NET MONETARY ASSETS + VALUE OF TANGIBLE ASSETS + VALUE OF INTANGIBLE ASSETS Value of Underlying Assets = VALUE OF EQUITY + VALUE OF LONG-TERM DEBT Value of Invested Capital 11 GENERAL ALLOCATION FORMULA Monetary and Current Assets + Fixed Assets + Intellectual Property + Other Identifiable Intangible Assets + Goodwill = Current Liabilities + Long-Term Debt + Shareholders Equity 12 6
8 EXAMPLE CONSTITUENT ELEMENTS OF A TRADE MARK Trademark TM, MD Sub-brands Marketing strategy Logo Website Colours International public relations Label designs Etc. 13 TRADEMARKS vs OTHER ASSETS Coca-Cola Cola trademark combines following elements: Recipes Processes Sub-brands (Classic Coke, Diet Coke, Cherry Coke, Zero, etc.) 14 7
9 EXAMPLES OF TRADEMARKS Commercial name Image Branding Logo Registered or not Commercial presentation (colour, form, Unique packaging concept) Nike Association with Tiger Woods Excellence Swoosh TM 15 NINE HIGHEST VALUED TRADEMARKS 2007 ($ BILLIONS SOURCE : INTERBRAND) Rank Trademark Estimated Value of Trademark Book Value of Intangible Assets (Balance Sheet) Market Capitalization Book Value of Shareholders Equity (Balance Sheet) 9 Disney McDonald s Intel Toyota Nokia
10 NINE HIGHEST VALUED TRADEMARKS 2007 ($ BILLIONS SOURCE: INTERBRAND) (cont d) Rank Trademark Estimated Value of Trademark Book Value of Intangible Assets (Balance Sheet) Market Capitalization Book Value of Shareholders Equity (Balance Sheet) 4 GE IBM Microsoft Coca-Cola Cola VALUATION APPROACHES Income Market Cost 18 9
11 COST APPROACH Replacement/reproduction cost Cumulative historical costs Professional fees Registration fees Design fees Marketing and promotion fees Indexed to inflation 19 MARKET APPROACH Reference to actual comparable market transactions (guideline companies or comparable IP) Compare characteristics of IP and adjust if necessary Relief-from from-royalty Method Difficulty: Obtaining royalty rate 20 10
12 RELIEF-FROM FROM-ROYALTY ROYALTY METHOD Multiply future projected revenues by royalty rate Discount cash flows using appropriate rate of return reflecting risk 21 REASONABLE ROYALTY Established royalty Notionally (hypothetically) negotiated royalty Adopting analytical approach (which determines reasonable royalty as excess of anticipated profits over normalized level of industry profit margin) 22 11
13 RELIEF-FROM FROM-ROYALTY ROYALTY METHOD Five inputs used in applying method: 1. Remaining life of IP 2. Forecast revenues 3. Royalty rate 4. Tax rate 5. Discount rate 23 RELIEF-FROM FROM-ROYALTY ROYALTY METHOD Year 1 Year 2 Year 3 Year 4 Year 5 Projected sales of product $50,000 $52,500 $55,125 $57,881 $60,775 Fair market royalty rate say Avoided royalties 5% 2,500 5% 2,625 5% 2,756 5% 2,894 5% 3,309 Less: Income taxes say 30% After-tax tax income , , , , ,316 Present value (discount) factor Present value $1, $1, $1, $1, $1,285 VALUE OF INTANGIBLE ASSET: = TOTAL OF PRESENT VALUES = $6,
14 CASH FLOW METHOD Higher sales price Additional volume Economies of scale (production) Reduction in costs (administration, advertising and promotion) 25 INCOME/CASH FLOW APPROACH Discounting of cash flows Profit sharing (Rule-of of-thumb: 25% - 75%) 25% of profits to owner of trade name 75% to user of trade name (higher risk level) Depending on characteristics of IP, industry sector, profitability, etc
15 DISCOUNTING OF CASH FLOWS Projection of future benefits: Revenues Cost of sales Sales and administration costs Taxes Contributory asset charge (working capital, capital assets, other intangible assets) Discount using rate that reflects level of risk 27 DEVELOPMENT OF DISCOUNT RATE BUILD-UP UP METHOD TOTAL DISCOUNT RATE 19.6% Other Company Risk Company- 2.3 Other (Internal Company & External) Risk Specific (Internal & External) 2.4 Impact of Size on Risk Impact of Size 8.7 Risk Factors on Risk 9.6 Equity Risk Premium Risk-Free Rate Market Rate of Return
16 VENTURE CAPITAL RATES OF RETURN Stage of Development Start-Up First Stage Second Stage Third Stage Required Rate of Return 50% 40% 30% 25% 29 CONTRIBUTORY ASSET CHARGE After-tax tax return on capital assets After-tax tax cash flows derived from sale of product After-tax tax return on working capital Contributory charge on other intangible assets After-tax tax return on IP 30 15
17 EXCESS RETURNS FROM INTELLECTUAL PROPERTY Super Return on Intellectual Property Return on Intellectual Property Return on Intangible Assets Return on Working Capital Return on Fixed Assets Commodity Enhanced Super Enhanced PRODUCT SUPER RETURNS METHOD No-name bread is sold for $2.50 Brand-name name bread is sold for $3.25 Differential of $0.75 x volume in units = additional revenues attributable to trade name Subtract additional advertising and promotion costs 32 16
18 CONSIDERATIONS Valuation context (bankruptcy vs. acquisition) Management of IP value Governance Define oversight and management process Assign responsibility (Board, CTO/COO/CFO) Identify all intellectual property (IP) Value key intangible assets 33 QUESTIONS? Do not hesitate to contact me: 1 Place Ville Marie Suite 3430 Montréal, Québec Telephone: (514) or (866) Fax: (514)
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