Mark-Up Pricing

A sustainable competitive advantage that protects a business from rivals and preserves its market position over time. Moats are typically built from intangible assets: brand strength, network effects, switching costs, proprietary technology, or regulatory advantages.

The financial, operational, or psychological costs a customer incurs when changing from one product or service to another. High switching costs create customer lock-in and are a powerful intangible competitive moat, particularly in enterprise software, banking, and platform businesses.

The direct revenues and costs associated with a single unit of a business model—typically one customer, one transaction, or one product sold. Healthy unit economics (where lifetime value exceeds acquisition cost with adequate margin) are a prerequisite for sustainable growth at scale.

The computational expense of running a trained AI model to generate predictions or outputs in production. Inference costs directly impact the unit economics of AI-powered products and services, and are a key consideration in pricing, margin analysis, and the financial viability of AI deployments at scale.

The intangible value derived from a company's standing in the market, encompassing trust, credibility, thought leadership, and public perception. Reputation capital influences customer acquisition, talent attraction, partnership opportunities, and the ability to command premium pricing.

The value embedded in a company's proprietary software assets, including applications, platforms, tools, and codebases. Software capital is a major intangible asset category that drives automation, scalability, and competitive differentiation in technology-enabled businesses.

The profit margin that a hypothetical developer would expect to earn for undertaking the creation of an asset, reflecting compensation for development risk, time, and expertise. In intangible asset valuation under the cost approach, developer's profit is added to direct and indirect costs to arrive at the total cost that a market participant would incur.

A measure of market concentration calculated by summing the squares of each firm's market share within an industry. HHI is used by regulators and investors to assess competitive dynamics and is relevant to intangible asset valuation because highly concentrated markets often support stronger pricing power and brand premiums.

AI and Competitive Moats: Valuing Proprietary AI Systems

Not all AI creates competitive advantage. This article examines the four types of AI moats — data, model, integration, and network — and provides a valuation framework for assessing the defensibility and durability of proprietary AI systems.

What is the tax treatment of intangible assets and amortisation?

In a UK asset purchase, tax relief on acquired intangibles generally follows their accounting amortisation. Goodwill and customer-related intangibles get relief only with qualifying IP, at 6.5% a year since April 2019. A share purchase gives none.

How do transfer pricing rules affect intangible asset ownership?

Transfer pricing rules allocate intangible asset returns to the group entities that perform the DEMPE functions and bear the associated risks — legal ownership alone is not enough to justify receiving an intangible's returns.

What are SaaS-specific valuation considerations?

SaaS valuations emphasise metrics-driven analysis: revenue growth, MRR/ARR, churn, NRR, unit economics (CAC, LTV, payback), and rule-of-40 score drive multiples far more than EBITDA.