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Professional Names Of Interest
David
Werner
Articles Of Mild Interest
High Interest Names?
The answer is simple:
By Sam Valente
I had a telephone call recently from the CEO of a Dot-Com startup
(yes, they are still starting them up, despite the recent carnage).
He told me that his new venture would generate thousands of
satisfied web consumers who would gladly provide permission for
resale of their contact information.
He asked me what the value of these names would be,
so 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
facts to be pinned down before the value can be determined. In the
first 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 these answers, but 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 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.
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