The components of Goodwill can be challenging to measure objectively, but doing so in several valuation scenarios is critical. The Multi-attribute Utility Model provides the simplest and most efficient means of determining the value of the components of Goodwill.
The MUM is an allocation model for distinguishing enterprise goodwill from personal goodwill. It is a well-defined method used in many disciplines—economic, political, and scientific—to establish decision support for subjective problems.
The MUM lends itself to consistency, introduces objectivity into an otherwise subjective assignment, and provides for sensitivity analysis of the outcome.
The objective of using the MUM method is to distinguish the value of personal and enterprise goodwill from total goodwill, such that a well-founded basis for the allocation can be formed and communicated.
The Process Made Easy:
Define an Objective
Establish Alternatives
Define the Attributes
Measure the Utility of Each Attribute
Aggregate the Results
Evaluate the Alternatives
Express an Opinion
The characterization of “value” between personal and enterprise goodwill is becoming an increasingly important business valuation issue. The characterization is often a factor in corporate taxation where the source of proceeds from a sale or liquidation can be considered personal goodwill and therefore not subject to corporate taxation. Characterization of goodwill is primarily true for marital estate dissolution disputes, where an increasing number of states are requiring a separation of personal versus enterprise goodwill and excluding personal goodwill from the marital estate.
Segregating the intangible value of a company between personal and enterprise goodwill is often a daunting valuation task. This does not have to be the case. A Multi-attribute Utility Model (MUM) provides a simple but sophisticated method for solving this problem.
MUM is a mathematical tool for evaluating and comparing enterprise and personal characteristics to assist in decision making about complex alternatives, especially when competing interests are involved. The MUM is designed to answer the question, “Who owns the goodwill?” The model allows a valuator to assign scores to alternative choices in a decision situation where the alternatives can be identified and analyzed. It also allows a valuator to explore the consequences of different ways of evaluating the choices. The model is based on the assumption that the apparent desirability of a particular alternative depends on how its attributes are viewed.
The MUM is an allocation model for distinguishing enterprise goodwill from personal goodwill. It is a well-defined method used in many disciplines—economic, political, and scientific—to establish decision support for subjective problems. The MUM lends itself to consistency, introduces objectivity into an otherwise subjective assignment, and provides for sensitivity analysis of the outcome. The objective of using the MUM method is to distinguish the value of personal and enterprise goodwill from total goodwill, such that a well-founded basis for the allocation can be formed and communicated.
Under the MUM method, the valuator allocates alternative percentage ranges between personal/professional goodwill and enterprise goodwill. The alternatives define the possible outcomes resulting from the application of the MUM method. The alternatives are defined as a range of percentages of personal goodwill. The enterprise goodwill is the reciprocal percentage of the personal goodwill outcome.
A personal goodwill attribute (PGA) is one that is indicative of goodwill directly associated with an individual. Assessment of these attributes is a direct reflection of the consumers that seek out the individual, are referred to the individual, or repeat patronage due to the attributes of the individual as opposed to other attributes that are reflective of the business.
To better understand the source and impact of the attributes, the PGAs are divided into three groups: Personal, Business, and Industry.
Personal Group
Business Group
Industry Group
An enterprise goodwill attribute (EGA) is one that is indicative of goodwill directly associated with the business. Assessment of these attributes is a direct reflection of consumers that seek out the enterprise, are referred to the enterprise, or repeat patronage due to the attributes of the enterprise as opposed to other attributes that are reflective of the individual.
To better understand the source and impact of the attributes, the EGAs are separated into two groups: Business and Industry.
Business Group
Industry Group
Aggregating the results is essentially performing MUM’s math. The math underlying the use of MUM in the allocation of goodwill is multiplicative. The attributes are divided into the two groups—personal and enterprise. The importance utility is multiplied by the existence utility for each attribute to determine the multiplicative utility of each attribute. The two groups, personal and enterprise, are subtotaled to provide the PGA Utility and the EGA Utility. The sum of the PGA Utility and the EGA Utility is referred to as the total multiplicative utility (TMU).
The results for both groups are converted to a percent of the TMU. This represents the relative percentage of the PGAs and the EGAs to the total goodwill to be allocated. This forms the basis for the next step—evaluating and fitting the results to the alternatives.
The resulting utility of the personal and enterprise goodwill components are evaluated in terms of the alternatives. This is known as sensitivity analysis to the range of alternatives. This step requires the valuator to analyze the attributes and utilities to determine the overall contribution to the result. The review & sensitivity analysis is an important step in MUM to challenge and confirm all aspects of the MUM process. This forms the basis for the conclusion of value of the separate elements of goodwill.
The Industry Characteristics
Personal versus Enterprise Goodwill
The Principal’s Willingness and Capacity to Compete
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PRINCIPAL
We can support your tax reporting needs related to Fair Market Values as specified in IRS Revenue Ruling 59-60. These valuations are required for share transfers, gift and estate valuations, purchase price allocations and employee compensation (Section 409A).
Valuations for equity-based stock grants as compensation have an impact on corporations and their employees. Sometimes combined with compensation studies, accurate valuations can have significant tax and economic consequences.
In general, by making an election under Section IRC 83 b of the Internal Revenue Code, the taxpayer chooses to have the U.S. federal income tax treatment of its purchase of the equity determined at the time of transfer rather than at some later date when unrestricted ownership of the equity vests. Often such treatment is desirable when at the time of the grant the stock has no or small fair market value and is expected to appreciate significantly.
An employee stock ownership plan (ESOP) is an IRC section 401(a) qualified defined contribution plan that is a stock bonus plan or a stock bonus/money purchase plan. An ESOP provides the workforce of a company with an ownership interest in the company. By giving participants an interest in seeing that the company’s stock performs well, these plans are believed to encourage participants to do what’s best for shareholders, since the participants themselves are shareholders.
An entity often makes the decision to convert from a C corporation to an S corporation for the tax advantages associated with this election. Under IRC Section 1374, a corporation making an S corporation election must obtain a valuation to determine the built-in gain, the appreciation in asset value from the period of time when the entity was a C corporation, as of the date of the S corporation election.
Non-compete covenants are created to protect the buyer’s interest in the newly acquired business, so that the seller does not compete with the buyer. Goodwill is defined in Regs. Sec. 1.197-2(b)(1) as “the value of a trade or business attributable to the expectancy of continued customer patronage. This expectancy may be due to the name or reputation of a trade or business or any other factor.” Under the current federal tax rates, the seller, other than a C Corporation, would prefer to sell goodwill and thus benefit from capital gain tax treatment (if the seller has held the stock for more than one year). The buyer, however, is likely to want to protect his or her investment by ensuring that the seller does not immediately compete with the business and/or to retain the seller’s services for a period of time.
ValueScope is a team of experienced valuation experts, management consultants and Chartered Financial Analysts. We are Certified Public Accountants*, statisticians, creative and strategic thinkers. We are PhDs, board members, and former corporate executives.
*ValueScope is not a licensed CPA firm.
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