There are many benefits to licensing including:

• time to market is (much) faster
  
• built in, massive distribution
  
• a trusted brand from day 1
  
• immediate recognition
  
• less up front cost (building your own brand)
  

Use the Logbook to keep track of and evaluate the pros and cons of licensing vs branding with your team. You should consider much more than costs (which will be reviewed later).

Consider things like:

• What kind of a company do we want to build?
  
• What are the team's core skills?
  
• How much of the company do we want to build vs license or "rent" including technology, brand, or process?