Benchmarking
Benchmark a new sponsorship opportunity against peer properties on weighted criteria, and calculate a market-implied fee from comparable opportunities.
Formula chain:
Avg Benchmark Score
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Δ% New opp score vs Avg Benchmark Score
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Weighted Scores
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Market Index Value
Benchmark weighted score
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New opp weighted score
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Score Δ vs benchmarks
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Sponsorship fee
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Market benchmark value
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Market Benchmark Verdict
Sponsorship Fee
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benchmark average
Market Value
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implied for new opp
Δ vs Fee
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Score Gap
Weighted score gap
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Scoring matrix
| # | Criteria | Weight % | B#1 | B#2 | B#3 | B#4 | B#5 | Avg | New opp | Δ% | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Totals | — | — | — | ||||||||
User input
Formula
Other criteria you could add (not exhaustive):
Activation potential
Geographic relevance
Lead generation potential
Social media amplification
Category exclusivity
Reputation safety
Property growth
Sponsorship Fee
The average fee paid by comparable benchmark properties. Used to back out a market-implied price for the new opportunity.
Score by Criterion
Avg benchmark
New opp