Determining the value of a business you are considering purchasing is a tricky subject. Most owners think their businesses are worth far more than they are. And in the end the true value of anything is determined by what a willing seller is willing to sell it for and a willing buyer is willing to buy it for.

Step one would be to acquire the use of West’s Business Brokerage Handbook and skim through the rules of thumb sections. If you are looking at a dry cleaning business Tom West, the author, describes the nationwide average values of dry cleaning businesses using either the gross sales percentage method—usually from .75 to 1.5 times the annual gross sales; or the cash flow method, which is usually 2.5 times the net income plus discretionary spending the owner benefits from. Value of real estate included is added to this figure. As you can see there can be a wide variance.

Of course, nothing really beats a true business valuation, or third party independent appraisal of the value of the business. A business broker who is also a certified business intermediary can probably arrange for a valuation from one of the companies the SBA recognizes. These valuations for a small business can range in price from $800 to $1,500 with a reputable company. But beware! There are several companies charging from $5,000 to $10,000 for worthless “valuations” that are simply overpriced opinions. If considering a valuation, first check the price and make sure it is in the lower range. Then ask the representative if it is accepted by the SBA and if he can prove it. Your banker, if he is experienced in business purchase loans can probably recommend a company.

Another recommendation in determining the value is observation. Remember that many small business owners have underreported income and over reported expenses on their taxes, with the goal of paying as small a tax burden as possible. If you can spend a few days in the business observing, with a notebook and calculator, you’ll get a good idea of what the average customer spends and therefore what the gross sales should be averaging.

After determining the cash value of the company, the most important thing to determine is, what is the value of the company to you? You may have found an under priced bargain when you think of the freedom to determine your own destiny provided by business ownership.

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Methods of conducting market research are varied. What is the best way, frankly, is usually determined by the budget a business has to work with.

Direct mail research for instance is considered to be highly effective, but it is a very expensive method. The same is true with telephone surveys. Several telephone operators are required, in addition to telephones, equipment, an office space, and a database of people to call. Add to that the frustration factor of people confusing market researchers with telephone sales people and hanging up on them and it can be a chilling experience for the ego and the budget.

Many companies have discovered that the most effective way for them to conduct market research is by posting researchers in areas with large numbers of consumers. Some do it at trade shows and exhibit halls at county fairs. Others use the larger shopping malls. Some even use busy grocery stores and discount stores. They will set up a table, have a display of the free giveaway items to encourage people to engage in the research, and the product they are sampling. They will also have a supply of forms.

Many times with research in foods they will have a blind taste test, comparing two different types of snack foods or two types of soft drinks in this manner is popular. In addition to getting willing subjects at a low price – only the cost of the giveaway item – the market research doubles as an advertising and promotional vehicle for the company. If a banner with a company name or logo is prominently display, participating in the research can become the “in” thing to do that day at the mall or in the supermarket.

Another bonus is that the table can also have a sign up sheet for more information on the product if it becomes available, creating an instant mailing list for the new product.

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Evaluating a Business for Possible Purchase

After you have made the decision to purchase a business, much of your future success will depend on the actions you take before you ever complete the transaction. While purchasing an existing business has many advantages over starting a new business from the ground-up, those benefits are only advantageous when you understand how to properly evaluate a business for possible purchase.

There are a number of factors that you should take into consideration when evaluating a business for possible purchase. Just as it’s never a good idea to fall in love with a home before the inspector finishes his final report, it’s also never a good idea to imagine yourself operating a business before you have taken the time to evaluate it properly.

Begin by evaluating the location. As the old cliché in the real estate industry goes; location really is everything.  Many businesses, while seemingly possessing all of the other factors for certain success, have failed simply because of location.

Consider the specific needs of that business and industry as well as zoning requirements, the overall safety of the area, the population density and customer base as well as the nature of surrounding competition. When considering location, it is also important that you analyze traffic patterns and accessibility as well as parking conditions. Finally, don’t forget to factor in the separate cost of the location.

No comprehensive evaluation would be complete without taking into consideration the physical assets of the business such as equipment, fixtures and existing inventory. Does everything appear to be in good condition or will numerous items need serious repair once the purchase is complete? What about the inventory? Is it well stocked or will you need to replenish or make changes?

Make sure you spend a good bit of time analyzing the products and services offered by the business. If you are not completely familiar with this industry, this aspect of the evaluation will prove to be even more critical.

Factor in existing relationships with suppliers and distributors while analyzing the existing customer base and loyalty level. Are the products and services already offered strong enough to withstand a change in ownership? Will the customers continue to support the business or will you need to begin building from scratch?

While your purchase of the business certainly doesn’t include the existing personnel, in most circumstances it is anticipated that you will retain the existing employees-at least for awhile.

Take the time to find out whether you can work with the personnel already on staff or if that area of the business may need overhauling as well. Ask to review management records and also be sure to take a step back and evaluate how customers respond to existing staff members. Their response can speak volumes.

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How Do You Analyze the Financials of the Company you are Looking to Purchase?

The first rule of thumb that you must understand when analyzing the financials of any business that you are considering for purchase is that you must look at the financial records for at least the last five years. Minimum.

Anyone can cook the books and make it appear that they are showing a profit when in fact they could be drowning in a sea of debt and looking to cast their albatross off to an unsuspecting buyer.

The critical point here is to thoroughly investigate all records to determine the bottom line-are profits increasing or decreasing and by how much? In order to do this you will need to evaluate the financial records from several different perspectives. Do not simply rely on the information provided to you by the seller. Go in armed with an arsenal of your own questions and make sure you have cleared enough time in your schedule to complete a thorough investigation.

Always make sure that you ask to see the operating expenses. This will include the amounts of money going in as well as out of the business. Now, unless you are extremely familiar with the industry and know without a doubt how much these numbers should amount to; it’s always a good idea to compare these expenses to those of similar businesses.

A thorough financial review will include scrutiny of the following documents: past income statements, cash flow statements, balance sheets, articles of incorporation, past tax returns, statements regarding projected financials and any liabilities documentation. Also ask for documentation on any past or pending litigation as well as copies for all major contracts.

You should also take the time to have a thorough credit report run on the business. This step can help you to determine exactly where the company stands and also perform a check-up on the information that has been provided to you by the seller. If everything looks good on paper, but the credit report comes back with a seriously low score; this can be a strong indication that the information you have been given has been cooked.

Finally, don’t try to go it on your own. The most experienced and successful business people in the world will tell you that they rely on the advice of experienced accountants and attorneys when considering the purchase of a business.

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