In order to generate leads for a business catering to the intellectual property concerns of c-suite level entrepreneurs I created this relatively simple quiz which helps quiz takes determine their "valuation killer".

The nature of the quiz itself had already been mapped out by the client after she went through the ASK Method program offered by Ryan Levesque. However she was not entirely satisfied with the final quiz she had come up with.

Also, to better mesh with the new direction of her offer, she decided we should overhaul her "company valuation killer" quiz, the purpose of which was to attract founders and other high-level executives in charge of handling the intellectual property of their company.

This quiz is actually one of the simpler ones I have worked on. It is designed to assign the user to one of three possible outcomes, each of them representing a less than optimal handling of their company IP.

By answering a series of multiple-choice questions, each one leaning toward one of the 3 less than optimal outcomes, a final determination could be made about the aspect of IP handling most in need of attention at the company.

So, not overly difficult to implement, but the result can be illuminating for those taking the quiz.

Quiz takers subscribe to receive their results and the follow up messaging they receive is specific to the segment (one of three) into which they have been placed.

I also co-wrote with the client a series of 20 email messages for this funnel, two of which I have posted below (as they are fairly short) so that you can see how co-written messages of this type can turn out. I think they are quite good.

The process of co-writing consisted of me challenging the client to create personal messages in GoogleDocs which I would then scrutinize for logic and clarity and overall appeal, before we committed a given message to the follow up sequence.

Let's talk about the artistry of your competitive advantage...

I had a very interesting chat with the gifted artist Meir Appelfeld, who happens to be my brother in law, about the value of experience.

Meir is a well known artist who paints landscape as well as still life.

He mentioned how one painting can take only days to complete while another can take a whole month.

And yet, this duration often has no bearing on the quality of the painting, or its value.

This observation helped me realize that his artistic experience and schooling provides him with a competitive advantage.

Meir draws on his 40 years of experience (pun intended) to create extraordinary paintings, sometimes in rapid fashion made possible only because of his accumulated base of skills, and this gives him a competitive advantage over younger artists.

It made me wonder.

Why does a team of engineers with 20 years of design experience, after they develop a breakthrough technology based on that experience, find it tricky to present to investors the fruits of their experience, their competitive advantage and the value that they bring?

I think in part it is because they are not aware of that value, nor are they aware that they should be attempting to draw attention to it.

Even if you are unsure about how to quantify the value of your experience, you should still discuss it with investors when the question of valuation comes up.

Even if the experience of your team is not reflected in your company's financial records, it's important to highlight it when discussing your competitive edge.

If investors are asking for a discount on your valuation, look for ways to point out other perspectives on the value of your business.

Emphasize your team’s combined experience and insights that form the foundation of your IP.

It is a critical component of your business and should be communicated.

It is a valuable asset that sets your business apart from others, and investors should be made aware of it.

Investors will struggle to understand what your intellectual property is about.

So you need to spell it out to them.

If you need help in presenting your assets and their value in a relatable way feel free to ask me about that :-)

[ ---- ALSO: I HAVE A WEBINAR COMING UP! ---- ]

I may be giving a talk shortly on the topic of "How To Protect Your IP And Increase IP Value In The Next 30 Days Using The IP Amplification Plan"

If you would like to be alerted to this, or register for my next webinar, click this link to get all the deets!

[ ------ HOPE TO SEE YOU THERE ------ ]

Ilanit Appelfeld

Intellectual Property Attorney

Less dramatic ways to get a rush of focus and clarity...

Have you ever noticed how you get super focused and clear-headed before a big event?

It reminds me of the classic black-and-white British movie "Kind Hearts and Coronets", with Alec Guinness and Dennis Price.

In the movie, the main character wants to get back at his relatives for treating his mother unfairly.

He plans to become a duke by getting rid of the eight family members in very inventive ways.

As he sits on death row in prison, his mind becomes exceptionally focused:

"When a man knows he's going to be hanged in a few hours, it concentrates his mind wonderfully".

Are you getting ready to talk to potential investors?

Then use the extra focus that comes with the pressure to make your pitch really strong and talk about your intellectual property with confidence.

You might also want to keep the following points in mind:

No patent doesn't mean no IP: Even if you haven't filed a patent yet, that doesn't mean you don't have valuable intellectual property.

Anyone who invests in your company wants you to do well: Any patent mistakes you make will become their problem too once they decide to back you.

Don't rush the patent: If you're still testing your product and its market potential and don't have a basic version yet, it might be too soon to file a patent, even a provisional patent.

[ ---- ALSO: I HAVE A WEBINAR COMING UP! ---- ]

I may be giving a talk shortly on the topic of "How To Protect Your IP And Increase IP Value In The Next 30 Days Using The IP Amplification Plan"

If you would like to be alerted to this, or register for my next webinar, click this link to get all the deets!

[ ------ HOPE TO SEE YOU THERE ------ ]

Ilanit Appelfeld

Intellectual Property Attorney