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Pricing A Business For Sale - Key Factors All Play A Role!


Pricing A Business For Sale

Correctly Pricing A Business Is Important If You Really Want To Sell It!

As a consultant I talk to many California business buyers, business owners, certified business brokers, and agents on a daily basis about valuing California small businesses. It always amazes me on how some of these individuals come up with the values on small businesses being sold. No wonder only 30% of all California small businesses sell!

In many instances no consideration is given to the total picture - like will the available cash flow of the business be able to pay the debt of a loan, will the deal as structured or priced even be attractive to financing sources, "cash" price vs. "note" price and how these factors figure into the equation!

I have seen many "professional valuations" where the price just doesn't make sense and sellers wonder why their California business for sale just sits there with no action!

Market Approach

There is a solution that is grounded in the fundamentals of economics, and time tested in the marketplace, where the influences of supply and demand ultimately determine where a business belongs on the price scale. One economist explains this market approach by comparing a business to a machine which has the purpose of making money: The more money it makes, the more it's worth. And that explains why, for example, there is a strong demand for a very profitable distribution business with few hard assets; and why it is worth more in the marketplace of available businesses, than a large machine shop that would cost nearly $1 million to duplicate, but can't make a living for its owner.

Adjusted Net Income

The first category of information needed is called adjusted net income, and is the total amount of cash produced by the money machine. It's a figure that includes the profits, the owner's salary and all of the many cash-related benefits which are enjoyed by the principals of small businesses. Those benefits can include the use of a company car, the company-paid premiums for health, life and auto insurance, plus personal expenditures tucked into travel and entertainment, subscriptions and similar business expense categories. Interest expense should be added to adjusted net income, along with accounting entries "such as depreciation and amortization" that can divert money to the owner's pocket so that it never appears on the bottom line of the P&L.

While some of these items vary from business to business, any owner knows which categories of expenses in his or her financial records include sums of money that should be added to adjusted net income. Many business owners also know of cash income that never sees the business records in any way, shape or form. Some owners feel they should get credit for these sums in the calculation of value. But it's a poor policy to collect unreported income and then attempt to have it included in adjusted net income for evaluation purposes.

When selling, your buyer prospects want any statements you make about your business to be supported by evidence in the form of accounting records and other reliable sources. To admit that you are doing business "off the books" not only exposes you to problems with the IRS, it also sets a bad tone with prospects who if they are going to be interested in your business - need to believe your practices and record keeping are above reproach.

Adjusted net income is usually the first thing any buyer wants to know about when investigating a business; and not just the past few months' worth of income. A seller should be prepared to demonstrate a history of earnings, and have the documentation to back it up.

Multiplier Method

The next piece of the equation comes from the expectations working in the marketplace to shape the multiplier a figure which will be computed, along with the cash flow, to calculate a rough value. The validity of the multiple is that it reflects behavior in the market. There is no need to theorize about a proper multiplier. It's calculated by determining what people actually pay for small businesses in California.

Peter Siegel, MBAAbout: Peter Siegel, MBA is the Founder & Senior Advisor (ProBuy & ProSell Programs) at BizBen.com (established 1994, 8,000+ California businesses for sale, 500 new & refreshed postings/posts daily) assists business buyers, small business owners/sellers, business brokers, agents, & investors). Phone him at 925-785-3118 to discuss buying, selling, (or financing a puchase of) California businesses.


Categories: BizBen Blog Contributor, Business Valuation Issues, Deal And Escrow Issues, How To Buy A Business, How To Sell A Business


Comments Regarding This Blog Post


Many new agents can "work the streets" and find new listings, but it takes time as a business broker to know how to price a business. After doing this job for so long, business brokers may develop a sixth sense of what the market will bear, but there are many factors that can ultimately determine a selling price. One of the factors I see, especially in the restaurant business, is rent. Many novice owners are intimidated by high rent, even if the monthly gross sales are high. I've found that once a rent goes north of around $5,500-$6,000, many novice buyers become uncomfortable. The higher the rent, the more experienced buyers I sometimes see, because they understand the costs associated with running a high grossing business.

Contributor: Business Appraisals, Valuations Advisor

Don't forget about my blended method which provides the most accurate appraisal.

There are a number of traditional accounting methods used to calculate business worth. None of these methods individually addresses all of the items that create value. One method looks at assets/liabilities while another will look at cash flow or market comps, each separately. It is not uncommon to see five different methods used for an appraisal, each being weighted or one being picked as the proper method with out any logical or statistical justification.

During my 23 years as a Business Broker and president of Business Appraisals I found that blending three of these different methods into one appraisal method captures all elements of a business that have value.

First I look at the P&L statement and cash flow. Adjustments are made in the form of add backs which, depending on the purpose of the appraisal reflect the cash flow of the business before discretionary spending of the owner/owners. A multiple that is statistically based on 25 years of business sales and appraisals is used to determine the cash flow value of the business.

Second I look at the Balance Sheet and the net worth (asset/liabilities). Again, adjustments are made based on the purpose of the appraisal. Book value is adjusted to reflect market value for equipment and real estate.

The third part of this appraisal process look at market conditions that reflect value, such as sales growth or decline, customer percentage of gross sales, profit margins and other market influenced items as needed.

All of this is then presented in a concise logical form with a description for each step in the process, giving the user a clear, understandable, accurate and affordable business appraisal.


I have seen countless "business appraisals," "market valuations," "competitive market analyses," and similar sophisticated-sounding documents that purport to tell definitively what a business will sell for, prepared by someone with loads of letters after his name, except for the all-important C.S. -- "common sense." Often these are prepared by people who apply all kinds of fancy formulas but who have no practical experience in owning or selling a business.... and the resulting document has no relation to reality.

The methods Peter Siegel describes all make sense because they reflect real world conditions and realistic expectations of what value the business will have to a new owner; but, they are especially accurate when they are tempered by and filtered through the experience and common sense of a trusted business sales professional.


  Helpful Resources To Assist In Selling And Buying California Businesses
Harry Sidhu, CBB, Broker: SF Bay Area, Central Valley, SAC Region

Assisting both sellers and buyers of businesses - dealing mainly with Liquor Stores, Grocery Markets, Gas Stations, Smoke Shops, Restaurant Related, Retail Related, Service Related. Serving SF Bay Area, North Bay, Sacramento area. Call Harry Sidhu, CBB for assistance at 510-366-6130.

Timothy Cunha, JD - Business Broker, SF Bay Area

I am an experienced entrepreneur, attorney, & business professor. I & my EvergreenGold team offer business owners sound advice & expertise to build business value & achieve profitable sales. Call me today for a FREE business evaluation & SWOT analysis for your business anywhere in the USA.

Rick Carlson, Business Broker - Southern California

You Will Never Feel Lost In The Shuffle. Many Brokers Simply Send Out An NDA And That's The End Of Communication. All Buyers Receive A Personal Meeting With An Ace Acquisition Specialist So They Can Recommend The Perfect Business For You. Phone Rick direct at 800-985-4939.

Mani Singh, Business Broker, Riverside, San Bernardino Counties

I have successfully represented clients sell & acquire multitude of businesses ranging from Gas Stations, Liquor Stores, Markets, Super Markets, Smoke Shops, Postal Stores, Restaurants, General Retail, Auto and Construction related. Phone me for assistance with selling or buying at 951-296-7646 Cell

Jack Oh, Business Broker - LA, Orange Counties

Business broker and real estate services in the Los Angeles and Orange County areas. 10 years experience with great negotiating skills. To sell a business or buy a business in the LA or Orange County Areas phone Jack and his team at 562-787-4989.

Chris Seaman, Business Broker - San Diego County Area

Founded in 1994, First Choice Business Brokers has accelerated to become one of the most successful Business Sales Organizations in the world. Our team of agents have gone through extensive training to become experts in the field of business brokerage. Call Chris at 858-578-4111 for more info.

AJ Rana - Business Broker, San Francisco Bay Area

Professionals who understand the importance of world class business brokerage service and the value it can create. Specializing in assisting sellers and buyers with retail stores, restaurants, hospitality & lodging, manufacturing operations, distribution companies, e-commerce and service businesses.

Ralph Santos, Business Broker Specialist - Health Care Related Businesses

Using my MBA and my perseverance I will make things happen! I provide business brokerage niche services specializing in the hospice and home health care agency industry in the Los Angeles County or Ventura County areas. For either buying or selling assistance please phone or email me today.


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