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    Marketing Due Diligence Checklist   (Page 11 of 14)

    The following pages contain a detailed due diligence checklist that has been compiled from many years of M&A projects.


    While this is one of the most extensive and comprehensive due diligence checklists available for free on the internet, you should consult your lawyer and investment banker as they will likely have a few additional suggestions.


    1. Total customer counts by major product year for each of the last 3 years.2. Listing of any customer that constituted more than 1% of total sales during the last three years.
    2. Total number of web site visitors by month for the last 2 years
    3. Total number of product evaluation requests by month for the last 2 years.
    4. Discuss primary sales channels including Internet and reseller, as it pertains to the following:
    5. For each of the Company’s products, discuss target customer and marketing strategy. How are sales efforts organized?

          a) Internet sales as a percentage of total sales, currently and over time

          b) Resellers as a percentage of total sales, currently and over time

          c) Number of resellers

          d) Structure of reseller agreements

          e) Resellers by geography


    6. Describe how new business is generated and the process of entering into arrangements with the customer.
    7. Absent any significant sales expenditures, how does the Company drive:
    8. Discuss the importance of individual customer relationships in the business; how are purchase orders processed (i.e., via the web/fax/mail)?
    9. Regarding market share, discuss the size of both the international and domestic market segments for which the company’s products are sold.

          a) Brand awareness

          b) Product upgrades

          c) New product introductions
    10. List the company’s top competitors, their market share and how the company differentiates itself from each of these competitors including competitor products, market focus and pricing.
    11. How does the Company’s customer base differ from its competitors?
    12. Who are the Company’s primary competitors?
    13. Does the Company have any strategic alliances or business relationships with other industry participants? How are they structured.



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