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of their contact information. He asked me what the value of these names would be, so that he could plug this number into the business plan required by his investors. He called me because he had been told that I had written several books and articles on the subject and could probably provide the answers he sought, over the phone. The question had me stammering. I had never thought about the value of a name in the abstract like this. There are many things that have to be pinned down before the value can be determined. In the rst place, the questions are, Of value to whom What are these names, and who would want to buy them What can these names do for a potential buyer The CEO did not have the answers to these questions, but he assumed that I did. So I started to examine the question in detail. Let s visualize an ideal situation. Suppose you had the names of 500 Boeing executives earning $100,000 a year or more who have to relocate from Seattle to Chicago within the next 60 days. What is the value of these names To a large real estate chain in Chicago, these names could be very valuable indeed, as Table 5-1 shows. Assuming that the Chicago real estate chain can sell homes to 5 percent of these executives (a not unreasonable assumption), then each of the 500 names is worth $900. The Chicago chain might be induced to offer as much as $450 per name and could still make $450. But this is assuming that the names can be sold only to a real estate dealer. The executives will be buying many new services in Chicago after they move, including Moving services Doctor and dentist Table 5-1 Chicago Home Buyers
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Amounts Names Home value Commission rate Commission revenue Success rate Net pro t Name value Name offering price 500 $300,000 6% $9,000,000 5% $450,000 $900 $450
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Bank and insurance services Automobiles and furniture These names are valuable to many different businesses. Their value certainly exceeds $450 when all these potential buyers are factored in. Clever and aggressive marketing could yield a substantial pro t from selling the names. Is such a list of names of executives who are moving unique to the Boeing situation Not at all. Companies shift their executives around all the time. But my dot com CEO s list of names was not a list of highincome executives. It was a list of young people between the ages of 15 and 35 who had purchased music over the Web. What would be the value of these names This is a different proposition altogether. We have to ask ourselves, Who will want to buy these names The Chicago buyers that we mentioned before would probably not be interested. Perhaps the names could be sold to other e-commerce sites. Amazon or CDNow might buy them. Some retailer or cataloger might want them. Here the value would be much lower. Let s see how the marketer could go about calculating the value of a rented name. We can begin with the lifetime value of the acquired customers. Table 5-2 computes the lifetime value to a retailer selling music CDs where the average sale is $20.00. Table 5-2 CD Buyers
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Year 1 Retention rate Customers Average sale Sales per year Revenue Cost % Costs Marketing ($10/yr) Total cost Pro t Discount rate NPV of pro t Cumulative NPV of pro t Lifetime value 40% 200,000 $20.00 3 $12,000,000 80% $ 9,600,000 $ 2,000,000 $11,600,000 $400,000 1 $400,000 $400,000 $2.00 Year 2 50% 80,000 $30.00 4 $9,600,000 75% $7,200,000 $ 800,000 $8,000,000 $1,600,000 1.08 $1,485,608 $1,885,608 $9.43 Year 3 60% 40,000 $40.00 5 $8,000,000 70% $5,600,000 $ 400,000 $6,000,000 $2,000,000 1.16 $1,724,243 $3,609,852 $18.05
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