Licensing versus Product Sales16 Feb 2021 09:13
Consider the concept of licensing versus product sales. Taking Inspirit at their word, for the last 4 years they have been improving the Charger via design for Manufacture and improving ‘efficiencies’ whatever that may mean and have also been developing supply chains. Presumably, they have a good grasp of the costs to produce a production Charger. By production, I mean, a product coming off an assembly line in tens or hundreds per day, to supply their vast European target market. Therefore given marketing/sales data of the competition, the savings to be made, etc, they know what they will charge and should know - down to a penny, what profit they will make. If they don’t then what have they been doing for the last 4 years or so ?
In comparison, how can you value a licensing deal? What type of deal will it be? A one-off payment for the technology license and the buyer develops their own product, unlikely. A one off payment for the developed Charger, allegedly. A percentage of total sales, with or without a cap. Variable royalties, staged royalties, the list is almost endless. How do you deal with downstream production/installation/installed problems, can the licensee be recompensed. The standing of the licensee will play a big role in the viability of a launch and future sales, a big player would make a real difference and have a big say in negotiations.
Obviously, Inspirit would be in a far stronger position having a working product, tried and tested in the field and fully certified for the European market but that has NOT happened. On the other hand with an untried product or technology the licensee is taking a big risk and will not want to pay big until he knows he’s going to make some money.
Since the IP is not patent protected then Inspirit are in a weak position to call the shots with anyone taking a big risk on this 40 year development project.
The sensible approach must be for Inspirit to run the Charger to full development and certification and prove it is a viable product. Surely from what they have reported over the last few years that should be relatively simple to complete unless they have been deluding themselves and others.
The continued Design for Manufacture cannot continue indefinitely, it has been strung out far too long already. I think this ‘refocus’ is simply part of the Charger exit strategy; to get John Gunn out of hole he has been digging for the last few years. It now opens the way for RNS citing ‘new discussions with prospective licensees’ for years to come. All the while investors come to accept the Charger will never be brought to market, and WHR is dangled enticingly, suggesting future riches to come