Now that you've completed a general exploration of potential partners, make a short-list of brands that you want to work with.

Use the spreadsheet attached to rank each startup based on factors like:

• demographic
  
• size of audience
  
• frequency of reach (engagement)
  
• other products in their portfolio (is it cluttered?)
  
• longevity of the brand (will they be around in 5 years?)
  
• experience licensing products (will they do it?)
  
• if they have a licensing department
  
• brand fit
  
• platform robustness (example, do they have a robust website / web presence)
  

Use online search or industry-specific websites to gather as much information about them as you can.