MUM calculation assignment

Assume you just completed a valuation of a medical practice with two doctors and the ultimate value was $2 million, with $300,000 of net tangible assets. One of the doctors is an owner and the other is a non-owner associate. The owner brings in approximately 70% of the practice revenue from referrals, however, he only sees patients 2 days a week and his associate, nurses, and staff handle most of the appointments, diagnoses, and procedures. There is only one location and although people know the practice name, generally people think of the owner doctor when discussing the practice.

Prepare a Multi-attribute Utility Model (MUM) calculation to determine the percentage of personal goodwill attributable to the owner doctor by adjusting the Importance and Existence Utility factors to determine the appropriate allocation of goodwill.

Feel free to make assumptions related to missing information.