Whereas a search for a licensor involves searching in order to buy; searching for a licensee involves searching in order to sell, which is naturally more difficult. The initial approach to the target companies once they have been identified is thus all the more important.

The degree of marketing effort expended on any one potential licence should of course be commensurate with the likely benefit from the licence. Where it is appropriate though it may be helpful to produce some marketing material for distribution to potential licensees.

A licensing brief should include sufficient material to enable the recipient to either make a prima facie positive decision themselves or persuade their line manager to make one.
It might include:

• A one page summary
• An introduction to the licensor
• An introduction to the IP to be licensed
• Copies of any relevant Patents or other IPRs (but no confidential information at this stage)
• An outline of the commercial logic behind the licensing proposition
  (but not a full business plan)
• A description of the benefits to licensees
• Possibly an outline of a proposed starting point for licensing negotiations
• Contact details for the sender and those managing any negotiations
  

Targetting Decision Makers
When trying to elicit information from an organisation about the industry it works in it is best to start by asking those lower down the organisation who may have more time for questions. In trying to find a licensee the need is more for decision makers than information providers. Thus, the higher in an organisation one can pitch requests the more likely one is to get a decision