Market Valuation Services: When Do You Need Them?

Oct 8

Opportunity can knock when you least expect it. A surprise buyout offer, a chance to merge with a competitor, or the need for a strategic investor can appear suddenly. Being "transaction ready" means having your financial house in order so you can act decisively from a position of strength. The cornerstone of this readiness is a clear, up-to-date business valuation. It’s the foundational number that informs every major financial move you make. By engaging with market valuation services before you absolutely need them, you equip yourself with the objective data required to negotiate effectively, plan strategically, and ensure you’re always prepared for your company’s next chapter.

Key Takeaways

Valuation Is a Strategic Tool, Not Just a Sale Price: A professional valuation provides the objective data needed for smarter tax planning, risk management, and long-term growth decisions, making it essential long before you're ready to sell.
The Process Is Methodical, Not Mystical: Valuators use a combination of established approaches—analyzing market comparisons, income potential, and assets—to arrive at a defensible figure that truly reflects your company's unique position.
Your Report Is a Roadmap for Growth: Use the insights from your valuation to identify what drives value in your business, allowing you to make targeted improvements that strengthen your company and increase its worth over time.

What Exactly Is a Business Valuation?

Let’s start with the basics. A business valuation is a professional process used to determine the economic value of your company. Think of it as a comprehensive financial check-up that gives you a clear, objective, and defensible opinion of what your business is worth. It’s not just about adding up the cash in your bank account and the value of your equipment. A true valuation looks at the whole picture: your earnings, your assets, your market position, and even your future potential.

For many business owners, the idea of a valuation only comes up when they’re thinking about selling. But its purpose goes far beyond that. Professional business valuation services help you gain an accurate understanding of your company's worth, which is essential for smart, long-term planning. Whether you're seeking investment, planning your estate, or creating a strategic growth plan, knowing your company's value is the first step toward making informed decisions. It replaces guesswork with concrete data, giving you the clarity and confidence you need to guide your business forward.

The Different Types of Valuations

Not all valuations are created for the same reason, and the "why" behind your valuation shapes the entire process. For example, a valuation for tax purposes might follow very different guidelines than one prepared for a potential merger. You might need a valuation for shareholder agreements, divorce proceedings, or securing a business loan. Each scenario requires a specific approach to determine the right standard of value.

It’s also important to understand that value isn't just about what you can physically touch. While tangible assets like property and inventory are part of the equation, much of a company's worth is tied up in intangible assets. This includes your brand reputation, customer relationships, and intellectual property. The final purchase price a buyer is willing to pay often reflects the total value of the business, including its debts and future earning potential.

What a Professional Valuator Does

A professional valuator does more than just crunch numbers in a spreadsheet. Their job is to be a financial detective, piecing together a complete story of your business's value. They analyze your financial statements, evaluate your assets, and research your industry and the broader economic climate. They bring an unbiased, expert perspective that’s essential for arriving at a credible and defensible figure.

Beyond just calculating a number, a valuator provides critical insights. The valuation process is an opportunity to identify your company’s strengths, weaknesses, and hidden risks. By highlighting areas for improvement, a good valuator gives you a roadmap for enhancing your company’s value over time. This strategic feedback is often just as valuable as the final number itself.

Common Valuation Myths, Debunked

The world of business valuation is full of misconceptions. Let’s clear up a few of the most common ones. First is the idea that a valuation report tells you exactly what your company will sell for. In reality, a valuation provides a well-supported estimate of value, but it cannot predict the final sale price. A buyer’s unique motivations and negotiation dynamics will always play a role in the final number.

Another myth is that you can get an accurate valuation from a simple online calculator or by applying a generic industry multiple. Every business is unique, and these cookie-cutter methods fail to capture the specific nuances that drive your company’s worth. A thorough, professional valuation considers dozens of factors specific to your business, providing a far more reliable and defensible result than any automated tool ever could.

Key Moments When You Need a Business Valuation

Thinking about a business valuation can feel like a huge undertaking, but it’s not something you do just for the sake of it. A valuation is a powerful tool you pull out at specific, critical moments in your company’s journey. It provides a clear, objective snapshot of your company's worth, which is essential for making sound decisions when the stakes are high. Whether you're preparing for a major change, planning for the future, or simply want to understand your financial standing, knowing your company’s value is the first step toward clarity and control.

Getting your business transaction ready means having all your ducks in a row, and a professional valuation is one of the most important ducks. It moves your company’s worth from a gut feeling to a defensible number. This number becomes your foundation for negotiations, strategic planning, and securing your financial future. Let’s walk through the key moments when a business valuation isn't just a good idea—it's a necessity.

Selling, Merging, or Buying a Business

This is the most common reason business owners seek a valuation. If you’re thinking about selling, you need to know what your business is truly worth to set a fair asking price. Going into a negotiation without a formal valuation is like flying blind. A professional assessment gives you a credible, data-backed number to anchor your discussions. A proper business valuation could result in more profit from your sale, empowering you to confidently justify your price and ensuring you don’t leave money on the table. The same logic applies if you’re merging with another company or acquiring one—you need a clear picture of value on all sides to structure a fair deal.

Planning for Taxes and Compliance

Tax planning is another critical area where a valuation is indispensable. A valuation helps with estate and gift tax planning, ensuring a smooth transfer of ownership to family members or partners without unexpected tax burdens. Life is also unpredictable. Events like death, divorce, or disability often require a valuation to determine the value of business assets for legal and insurance purposes. Having an accurate assessment of your company’s worth provides the clarity needed to handle these sensitive situations fairly and efficiently. It helps you and your family prepare for whatever lies ahead.

Meeting Legal Requirements

Sometimes, a business valuation isn’t a choice—it’s a requirement. Certain business structures and agreements have legal or regulatory obligations that mandate periodic valuations. For example, companies with an Employee Stock Ownership Plan (ESOP) are required by law to get an independent valuation done at least once a year to determine the stock price for employees. Similarly, shareholder agreements or partnership buy-sell agreements often include clauses that trigger a valuation when an owner decides to exit. Staying on top of these requirements helps you remain compliant and avoid potential legal disputes down the road. It’s about protecting your business and its stakeholders by following the rules.

Making Smarter Strategic Decisions

A business valuation is more than just a number for a transaction; it’s a strategic health check for your company. The process itself forces you to look closely at your operations, financials, and market position. This detailed analysis can uncover hidden strengths and expose potential weaknesses you might have overlooked. It provides an opportunity to identify business risks and find areas for improvement that can lead to future value enhancement. By understanding what drives value in your business, you can make more informed decisions about where to invest your time and resources, set realistic growth targets, and build a stronger, more resilient company for the long term.

How Are Businesses Valued?

Figuring out what your business is worth can feel like a huge, abstract question. The good news is, it’s not a guessing game. Professional valuators use established, logical methods to determine a company’s value. There isn’t a single, one-size-fits-all formula; instead, the process involves a few core approaches that look at your business from different angles. Think of it like getting a second (and third) opinion to ensure you have a complete and accurate picture.

The three main ways to value a business are the comparative market approach, the income approach, and the asset-based approach. Each one tells a different part of your company’s story. The market approach looks at what similar businesses have sold for, giving you a real-world benchmark. The income approach focuses on your company's ability to generate profit in the future, which is all about potential. Finally, the asset-based approach takes stock of everything you own, minus your debts. A skilled valuator will analyze your specific situation to determine which method—or combination of methods—makes the most sense for you. This ensures the final number is not just a calculation, but a true reflection of your company's value.

The Comparative Market Approach

Think of the comparative market approach like pricing a house. You wouldn’t just pick a number out of thin air; you’d look at what similar homes in your neighborhood have recently sold for. This method applies the same logic to your business. A valuator will research recent sales of companies that are similar to yours in size, industry, and operations. This market valuation approach provides a powerful, reality-based benchmark for what buyers are currently willing to pay for a business like yours. It’s grounded in actual market data, which makes it a very credible and straightforward way to understand your company’s worth in the current economic landscape.

The Income Approach

The income approach is all about your company's future earning power. Instead of looking at past sales or current assets, this method focuses on how much money your business is expected to generate down the road. It’s particularly useful for established companies with a solid track record and predictable cash flows. A valuator will project your future income and then calculate its present value, essentially answering the question: "What is that future stream of income worth today?" This method directly ties your company's value to its ability to create profit, making it a go-to for businesses that can confidently forecast future performance.

The Asset-Based Approach

The asset-based approach is the most tangible of the valuation methods. It’s a straightforward accounting of what your company owns versus what it owes. A valuator will conduct a detailed inventory of all your business assets—this includes everything from physical items like machinery, real estate, and inventory to intangible assets like patents and trademarks. Then, they subtract all of your liabilities, such as loans and accounts payable. The resulting number is your company’s net asset value. This method provides a clear, foundational value for your business by focusing on the fair market value of its assets, offering a solid baseline for its worth.

How to Choose the Right Method

So, which method is the right one for your business? The answer is: it depends. There’s no single "best" approach, and the right choice hinges on a few key factors. You’ll need to consider the purpose of the valuation—are you selling the business, planning for taxes, or settling a legal dispute? The nature of your industry and your company’s age also play a big role. For example, a young tech startup with few assets might be better valued with an income approach, while a real estate holding company is a natural fit for an asset-based valuation. A professional valuator will help you select a business valuation method and often uses a blend of approaches to arrive at the most accurate and defensible number.

A Step-by-Step Look at the Valuation Process

Getting a business valuation might seem like a huge, complicated task, but it’s actually a straightforward process when you break it down. A professional valuator will guide you through a clear, multi-stage journey to determine your company’s worth. While every business is unique, the core steps are generally the same. It starts with a conversation to understand your goals and ends with a detailed report that gives you the financial clarity you need to move forward with confidence. The goal is to remove the guesswork and replace it with a defensible, data-backed understanding of what your business is worth.

Think of it as a collaborative project. You bring the deep knowledge of your business—its history, operations, and challenges—and your valuation partner brings the financial expertise and objective analysis. Together, you’ll work through gathering documents, analyzing the data, and interpreting the results. This partnership ensures that the final valuation reflects not just the numbers on a spreadsheet, but also the nuances of your specific market position and operational strengths. Understanding these steps ahead of time can help you feel more prepared and in control of the process. Let’s walk through what you can expect at each stage.

Step 1: The Initial Consultation

The entire process kicks off with an initial consultation. This is more than just a meet-and-greet; it’s a crucial strategy session where we work together to define the specific reasons behind the valuation. Are you preparing to sell the company, planning your estate, or bringing on a new partner? The purpose of the valuation dictates the approach, the methods used, and the type of report you’ll receive. During this conversation, we’ll discuss the scope of the engagement, establish a timeline, and make sure we’re perfectly aligned on the goals from day one. This ensures the final report gives you the exact insights you need to make your next move.

Step 2: Gathering Your Documents

Once we’ve established the "why," it’s time to get into the "what." This step involves gathering relevant information and documents that paint a full picture of your business's financial health and operations. You’ll typically need to provide several years of financial statements (income statements, balance sheets, cash flow statements), tax returns, and lists of business assets. Depending on the situation, we might also look at your business plan, key customer contracts, and organizational charts. Don't worry—we'll provide a clear checklist so you know exactly what’s needed. Having complete and organized documents makes the entire process smoother and leads to a more accurate valuation.

Step 3: The Analysis Phase

This is where your valuation partner does the heavy lifting. During the analysis phase, the expert takes a deep dive into the information you’ve provided. This involves more than just crunching numbers; it includes a thorough review of your company’s historical performance and financial standing. The valuator will analyze your data against industry benchmarks, assess economic conditions, and consider your company's unique strengths and weaknesses. They will apply several valuation methods—like the market, income, and asset-based approaches—to develop a well-rounded and defensible conclusion about your business's value. This multi-faceted analysis ensures the final number is grounded in solid evidence.

Step 4: Receiving Your Final Report

The final step is the delivery of a comprehensive report. This document is much more than just a single number; it tells the story of your business's value. The report will clearly outline the purpose of the valuation, the methods used, and the key assumptions made during the analysis. It will summarize all the findings and provide a clear, well-supported conclusion of value. This comprehensive report is a powerful tool. It equips you with the objective insights needed to negotiate a sale, plan for the future, or make other critical business decisions with confidence. We’ll also walk you through the report to ensure you understand every detail.

What Factors Influence Your Company's Value?

Figuring out your company's value isn't as simple as looking at your bank account. It's a comprehensive look at where your business stands today and where it's headed. Several key factors, both inside and outside your company, play a huge role in determining its worth. A professional valuation provides more than just a number; it offers a clear, objective analysis of your business's strengths and weaknesses. Understanding these elements helps you see the bigger picture and identify areas where you can build even more value for the future.

The valuation process itself is an opportunity to assess your operations, identify potential risks, and find areas for improvement that can lead to significant value enhancement down the road. Whether you're planning an exit, seeking investment, or simply want to make smarter strategic decisions, getting a handle on these value drivers is the first step toward securing your company’s long-term success. Let's break down the core factors that valuators examine.

Your Industry and the Broader Economy

No business operates in a vacuum. Your company's value is heavily influenced by the health of your industry and the overall economic climate. A growing industry with high demand will naturally command higher valuations than a declining one. Valuators often use a market approach, which relies on data from comparable companies in similar industries to estimate value. Factors like economic trends, interest rates, and market competition all create a backdrop that can either lift or lower your company's perceived worth. A valuation report will provide crucial insights into these external conditions, giving you a realistic benchmark for your business.

Your Company's Financial Health

This is probably what comes to mind first, and for good reason. Your company's financial performance is a cornerstone of its valuation. A professional valuator will conduct a deep analysis of your historical financial statements, looking at revenue trends, profitability, cash flow, and the state of your balance sheet. Consistent growth and strong, predictable cash flow are powerful indicators of a healthy business. This financial deep dive helps you gain a clear and accurate understanding of your company's worth, which is essential for planning your long-term success. It’s not just about past performance; it’s about demonstrating a stable and profitable future.

Your Position in the Market

How does your business stack up against the competition? Your market position is a critical factor in determining its value. A company with a strong brand, a loyal customer base, and a significant market share is inherently more valuable. Valuators will look at your competitive advantages—what you do better than anyone else. This could be proprietary technology, a unique business model, or an exceptional reputation. If you're preparing to sell your business, a proper business valuation that highlights your strong market position could result in a much higher sale price.

The Value of Your Intangible Assets

Not everything of value shows up on a balance sheet. Intangible assets, like your brand reputation, intellectual property (patents, trademarks, copyrights), customer lists, and even your talented team, can significantly contribute to your company's worth. These assets are often what create a sustainable competitive advantage and drive future growth. A thorough valuation will assign a concrete value to these intangibles, providing a more complete picture of what your business is truly worth. This process gives you a clearer view of your company’s unique strengths and how they contribute to its overall value.

How Technology and Innovation Play a Role

In today's market, your ability to adapt and innovate is directly tied to your company's value. Businesses that effectively leverage technology to streamline operations, improve customer experience, or create new products are often valued more highly. This includes everything from your internal software systems and digital marketing strategies to any proprietary technology you’ve developed. A valuation can help you identify how your current technology stack contributes to your bottom line and where strategic investments in innovation could enhance your company's future value. It’s a forward-looking perspective that prepares you for what’s next.

How to Choose the Right Valuation Partner

Finding the right valuation partner is about more than just getting a number—it's about finding a trusted advisor who can help you understand what that number means for your business's future. The right firm will give you clarity and confidence, whether you're preparing for a sale, planning your estate, or making strategic moves. But with so many options out there, how do you pick the best one? It comes down to evaluating their experience, their process, and the tools they use to get the job done. A thorough partner won't just hand you a report; they'll walk you through it, ensuring you can use the information to make sound decisions. This partnership is an investment in your company's future, so it pays to be selective and ask the right questions from the start.

What to Look For in a Provider

When you start your search, focus on a provider's experience and expertise. You want a team that has a deep understanding of your industry and has handled valuations for businesses similar to yours. Ask about their credentials—are they certified by reputable organizations? A strong track record is a good indicator of reliability. Beyond technical skills, consider their reputation. Look for testimonials or case studies, and don't hesitate to ask for references. The key factors to consider always come back to integrity and a commitment to service. You're building a relationship, so you need a partner who is responsive, communicative, and genuinely invested in your success.

The Technology and Tools They Use

The days of relying solely on a simple spreadsheet are long gone. A modern valuation firm uses sophisticated software and has access to extensive databases to perform its analysis. These tools allow them to compare your business to industry benchmarks, analyze market trends, and create detailed financial models. Using up-to-date technology is crucial for delivering an accurate and defensible valuation. Ask potential partners what software they use and how they access market data. Their answer will tell you a lot about how seriously they take precision and whether they are equipped to handle the complexities of your business.

Their Process for Ensuring Accuracy

A credible valuation is built on a meticulous and transparent process. A good partner will start by taking the time to understand your business inside and out, including its operations, competitive landscape, and management team. The valuation process should involve gathering extensive documentation, conducting in-depth financial analysis, and holding detailed discussions with you. They should be able to clearly explain their methodology and the assumptions they're making along the way. This process is also an opportunity to identify risks and areas for improvement that could enhance your company's value down the road. A thorough approach ensures the final number is both accurate and meaningful.

Red Flags to Avoid

As you vet potential partners, keep an eye out for a few warning signs. Be wary of any firm that offers a surprisingly low price or promises an unusually fast turnaround—a proper valuation takes time and expertise. Another major red flag is a provider who guarantees a specific valuation number before they've done any analysis. A valuation should be an objective assessment, not a number chosen to make you happy. Finally, be cautious of anyone who isn't transparent about their process or who can't clearly explain their methodology. Misconceptions about valuation are common, and a good partner will debunk them, not use them to their advantage.

How Much Does a Business Valuation Cost?

Let’s get straight to it: there’s no one-size-fits-all price tag for a business valuation. Think of it less as a simple purchase and more as an investment in your company’s future. The cost can range from a few thousand dollars to tens of thousands, depending on what you need. While that might sound like a wide gap, the price is directly tied to the depth of the analysis and the clarity you’ll gain.

The final number on your invoice reflects the complexity of your business, the reason you need the valuation, and the level of detail required for your report. A valuation for internal planning will naturally cost less than one needed for a high-stakes merger or a legal dispute. The goal is to get a number you can trust, backed by solid evidence and expert analysis. This isn't just about finding a price; it's about uncovering a figure that empowers you to make smarter, more confident decisions for the business you’ve worked so hard to build.

Common Fee Structures

When you engage a valuation firm, you’ll likely encounter a few common pricing models. Many professionals offer a fixed-fee arrangement, which gives you a clear, upfront cost for the entire project. This is often preferred because it eliminates surprises. Others might work on an hourly basis, which can be suitable for more open-ended consulting or situations where the scope isn't fully defined at the start.

Regardless of the structure, the fee is based on the work involved. A comprehensive valuation report includes a detailed analysis using multiple methods—like the market, income, and asset approaches—to arrive at a defensible conclusion of your company’s worth. The final cost reflects the time, expertise, and resources needed to conduct that thorough investigation.

Understanding Value-Based Pricing

It’s easy to get caught up in the dollar amount, but it’s helpful to frame the cost in terms of the value you receive. A professional valuation gives you a clear, objective understanding of your company's worth, which is essential for your long-term success. This isn't just about getting a number; it's about gaining the insight needed to make informed decisions when it matters most, whether you're planning a sale, negotiating a merger, or bringing on a new partner.

The price of a valuation reflects the strategic advantage it provides. Knowing your company’s true worth can give you significant leverage in negotiations, help you secure better financing terms, or guide your strategic planning. When you see the fee as an investment in clarity and confidence, the cost makes a lot more sense.

What Factors Influence the Price?

So, what exactly determines the final cost? Several key factors come into play. The size and complexity of your business are the biggest drivers. A company with multiple locations, diverse revenue streams, and complex financial instruments will require a more in-depth analysis than a small, single-location retail shop.

Other elements that influence the price include the purpose of the valuation—a report for litigation will require more rigorous documentation than one for internal planning. The quality of your financial records also matters; clean, well-organized books can streamline the process and potentially lower the cost. Finally, your industry, market conditions, and the strength of your management team all play a role in the scope of the analysis.

Factoring in Additional Services

A business valuation often does more than just tell you what your company is worth today. The process itself can uncover valuable insights that help you build a stronger, more profitable business for tomorrow. Many valuation experts provide services that go beyond the final number, offering a more holistic view of your company's health.

For example, the valuation process can highlight operational risks or identify areas for improvement that could significantly enhance your company’s value over time. Some firms might offer strategic consulting, succession planning, or risk assessments as part of a broader engagement. These additional services transform the valuation from a simple report into a strategic roadmap, giving you actionable steps to protect and grow your business.

Putting Your Valuation Report to Work

Receiving your business valuation report can feel like getting the final score of a big game. But this number isn’t the end—it’s the beginning. A valuation is much more than a document for your files; it’s a powerful tool that gives you a clear, objective look at your company's health and potential. Think of it as a detailed map showing you exactly where you are, so you can chart the best course forward.

When you understand what your business is truly worth, you can stop making decisions based on gut feelings and start using data-driven insights. This report can inform your growth strategy, help you protect your assets, and prepare you for future opportunities. Whether you're planning an exit in ten years or looking to expand next quarter, the information in your valuation report is the key to making smarter, more confident moves. Let’s break down how you can put that information into action.

Make Better Business Decisions

Your valuation report is a goldmine of information that goes far beyond a single number. It gives you an unbiased look at your company’s strengths, weaknesses, and hidden risks. The valuation process itself enhances decision-making by forcing a deep analysis of your operations, market position, and financial health. For example, the report might reveal that a heavy reliance on a single client is suppressing your company’s value, prompting you to diversify your customer base. Or, it could highlight an underutilized asset you can capitalize on. By seeing your business through the eyes of a valuator, you gain the clarity needed to make strategic choices that will build a stronger, more resilient company.

Manage Financial Risks

As a business owner, you’re constantly managing risk. A professional valuation gives you a firm grasp of what’s at stake by providing a clear and accurate picture of your company's worth. This isn't just about feeling good about your progress; it's about practical risk management. With an up-to-date valuation, you can ensure you have the right amount of insurance coverage, avoiding the danger of being underinsured. It also provides a solid foundation for discussions with lenders, helping you secure financing without giving up too much equity or taking on unnecessary debt. Understanding your value is fundamental to protecting the business you’ve worked so hard to build.

Strengthen Your Strategic Plan

A valuation report is one of the most effective tools you can have for strategic planning. It provides critical insights on industry prospects, economic trends, and key financial benchmarks that show how you stack up against your competitors. Are your profit margins above or below the industry average? Is your growth outpacing the market? The answers to these questions are embedded in your valuation. You can use this data to set realistic performance goals, identify areas for operational improvement, and build a strategic plan that is grounded in reality, not guesswork. It essentially gives you a competitive playbook tailored to your specific business.

Stay Ahead of Compliance

From tax planning to shareholder agreements, a credible business valuation is essential for staying on the right side of compliance. If you’re thinking about gifting shares to a family member or setting up an employee stock ownership plan (ESOP), the IRS requires a qualified appraisal. Similarly, if you’re preparing to sell a business, having a defensible valuation is your first step in justifying your asking price and can lead to a more profitable sale. Being proactive with valuations ensures you’re not scrambling when an opportunity or obligation arises. It keeps you prepared for audits, legal matters, and major transactions, allowing you to act from a position of strength.

Frequently Asked Questions

How long does the business valuation process usually take? The timeline really depends on the size and complexity of your business and how easily your financial documents can be accessed. For a smaller, straightforward company with clean records, the process might take a few weeks. For a larger business with more moving parts, it could take a couple of months. A good valuation partner will outline a clear timeline with you during your initial consultation so you know exactly what to expect.

Will the valuation report tell me the exact price I can sell my business for? Not exactly. Think of the valuation report as providing a highly credible, defensible estimate of your company's economic worth. It's the data-backed foundation for setting an asking price. However, the final sale price is always the result of a negotiation between you and a buyer, and it can be influenced by market timing, the buyer's unique motivations, and the deal's structure.

Do I really need a professional valuation if I’m not planning to sell my business? Absolutely. A valuation is one of the most powerful strategic tools you can have, even if selling isn't on your radar. It acts as a detailed health check, showing you what drives value in your company and where you have weaknesses. This insight is incredibly useful for making smarter decisions about growth, managing financial risks like insurance coverage, and planning for your personal future through estate planning.

How often should I get my business valued? There's no single answer, but a good practice is to get a valuation every two to three years for strategic planning purposes. You should also consider getting an updated valuation after any significant event, such as a major shift in the market, the acquisition of a competitor, or a substantial change in your company's operations. This ensures you're always working with a current and accurate understanding of your company's worth.

What can I do if I'm not happy with my company's valuation number? It can be tough to see a number that's lower than you hoped for, but try to view the report as a roadmap rather than a final grade. A thorough valuation doesn't just give you a number; it explains why the number is what it is. The report will highlight specific areas of risk or weakness that are holding your value down. This gives you a clear, actionable list of things you can work on to strengthen your business and increase its value over time.

Brad Parker