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Top 10 Tips. Negotiating & Licensing Digital Content Agreements. Gail Dykstra Dykstra Research. Numbers Price Point Be Creative. Who are real users? Make a low-ball offer Set a per/user cap Differentiate use Guess, test & change. # 10 License From Strength & Confidence.

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top 10 tips

Top 10 Tips

Negotiating & Licensing

Digital Content Agreements

Gail Dykstra

Dykstra Research

10 license from strength confidence
Numbers

Price Point

Be Creative

Who are realusers?

Make a low-ball offer

Set a per/user cap

Differentiate use

Guess, test & change

# 10License From Strength & Confidence
9 mix it up
If the content is …

Seldom used

Mission critical

Specialized and/or niche

Key data

Make the license…

Transactional

Site license

Per/seat license

Simultaneous user

# 9 Mix It Up
8 don t debate value
# 8Don’t Debate “Value”
  • “Value Proposition ” is a vendor’s phrase
  • As a buyer, focus on “price” & “cost”
  • Be clear about priorities

Best content for users & best use of budget

7 check your content closet
Don’t buy content you already have

Why this happens:

Multiple:

Subscriptions

Vendors

Nobody knows what is being spent

Decentralized organizations

# 7 Check Your Content Closet
6 get it in writing
Everything changes

Specifications

Situations

People

Jobs

So, make the document fit the need

Letter of Agreement

Formal Proposal

RFP Response

Email

Catalog

# 6 Get It In Writing
5 everybody needs something
# 5 Everybody Needs Something

Your Side

Their Side

  • Meet sales quota
  • Bonus
  • New personnel
  • New relationships
  • Most favored supplier & customer contract clauses
  • Economics of publishing
  • Public accountability
  • Corporate role
  • Budget process
  • Network/consortia buying
  • Need to integrate technology
  • Need to find support & budget
  • Cuts in budget for serials or paper copy
4 don t let price bulldoze interests
Sharpen Your Pencil

Price Too High?

Success is 50 /50 economics & emotion

Spread the Pain

Create new business

Use new funding model & formula

Add users to lower per unit cost

# 4 Don’t Let Price Bulldoze Interests
3 it s business
# 3 It’s Business
  • Don’t be romanced
  • Give to get respect, trust & fairness
  • Global business & small world
  • Team is on side & on track
  • Help lawyers weigh liability & history
2 heading for a breakdown
Negotiations aren’t going well?

Make changes to attitude, process or players

Negotiate the process

Separate person from process

Give a little & make your point

Never get mad

# 2Heading For A Breakdown?
1 learn 100 lessons not 10 tips
# 1Learn 100 Lessons - Not 10 Tips
  • Listen
  • Talk to others & learn from mistakes
  • Practice
  • Ask questions
  • Try something new
  • Trust your instincts
more information
More Information

“Licensing Electronic Content,” Article by Gail Dykstra and Corilee Christou in Encyclopedia of Library and Information Science (ELIS) New York: Marcel Dekker, Inc. 2002 (nyp)

Licensing Digital Content: A Practical Guide for Librarians. Lesley Ellen Harris. Chicago:ALA, 2002

DYKSTRA RESEARCH

Gail.dykstra@dykstraresearch.com

410 2nd Avenue South, Suite 208

Kirkland, Washington 98033

Bus/cell: 425.241.4632

Business & Product Development

Content Licensing & Digital Rights Management