A. Sample Assets

1. Corporate brands
2. Market reputation
3. Corporate advocates
4. Customers
5. Customer loyalty
6. Repeat business
7. Backlog
8. Distribution channels
9. Business collaborations
10. Franchise/Licensing agreements

B. Sample Metrics

1. Current Performance
   

   •  Market share
   •  Number of contracts
   •  Number of customers
   •  Annual sales per customer
   •  Average customer duration with company
   •  Customers lost
   •  Customers per employee
   •  Number of frontline employees
   •  Rate of repeat customers
   •  Number of new customer contacts per sales closed
   •  Annual service and support expense per customer

2. Future Performance
   

   •  New customers per total customers
   •  New customer revenues per total customer revenue
   •  Annual advertising and marketing expense
   •  Investment in competitive intelligence programs
   •  Investment in new product support and training
   •  Investment in new markets development