How much should a business be sold if average monthly profit is $50k ?

23 replies
Hello warriors.

Would like to get some views and opinions from all experts here.

There is a friend who earns a net profit of ~ $40k to $60k per month from Tutti Frutti outlet. Average sale per day is around $2k. He got lots of traffic due to very strategic location.

Roughly the monthly info about the business:

Monthly sale = $60k to $85k
Stock cost per month = 20% to 30% of the sale
Staff, rental, other billings per month = $10k

He would like to let go the business to open another business.

How much should he sell the business? Is 3 years profit ok? Or 5 years profit?

3 years (36months) = $1.44Milllion to $2.16Million
5 years (60months) = $2.4Million to $3.6Million

Any views?

Cheers.

Naz
#$50k #average #business #business for sale #monthly #profit #sold
  • Profile picture of the author iAmNameLess
    5 years is usually about right, but I have seen some sell for 10 years, I have also seen some sell for 1 year profit. Depending on your location and the demand, you could create a bid war if the cards are played right. On the other hand it could back fire, the business might not be worth that much to potential buyers. I think you should test it out a bit, and see the reactions. Definitely wouldn't sell it short from the beginning.

    Aim high and then refine to a lower point if necessary.

    I would say that you could probably get 2 years worth somewhat easy, maybe 3. Currently though, I don't think you would get 5, but I may be wrong.
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    • Profile picture of the author Organizationer
      Originally Posted by iAmNameLess View Post

      5 years is usually about right, but I have seen some sell for 10 years, I have also seen some sell for 1 year profit. Depending on your location and the demand, you could create a bid war if the cards are played right. On the other hand it could back fire, the business might not be worth that much to potential buyers. I think you should test it out a bit, and see the reactions. Definitely wouldn't sell it short from the beginning.

      Aim high and then refine to a lower point if necessary.

      I would say that you could probably get 2 years worth somewhat easy, maybe 3. Currently though, I don't think you would get 5, but I may be wrong.
      Thanks for your thoughts.

      But what is the criteria to whether sell for 1 year, 2 years, or 5 years or 10 years?

      For website, normally people sell for 12 months profit some also sell for 30 months profit. Still confused, how do we decide how many months
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      • Profile picture of the author iAmNameLess
        Originally Posted by Organizationer View Post

        Thanks for your thoughts.

        But what is the criteria to whether sell for 1 year, 2 years, or 5 years or 10 years?

        For website, normally people sell for 12 months profit some also sell for 30 months profit. Still confused, how do we decide how many months
        Here is the thing...

        A website, can be a business. A business can consist of just a website. A business that is offline in a real location, could sell for less than a website.

        There is no REAL criteria.

        The equation is, $$ worth to the current owner vs $$ worth to prospects.

        It isn't a matter of what you can get for it, at this stage. I think you need to see what your friend thinks is the lowest price he would absolutely sell for. Once you establish that number, build it up a bit and test out the waters.

        A computer technician with an asus fan for my old computer walking down my street, is more valuable to me, than he is to my neighbor who has a broken lamp.

        Enough with the personal opinions.... Ultimately, this is something you won't find help for here. Your friend, making that kind of profit should easily be able to afford a good CPA and business broker. Consult them, they do it for a living.
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  • Profile picture of the author mjbmedia
    Also depends how much of the profits were solely down to the owners efforts ie if he? goes will the business decline rapidly or is there a structure for longevity and growth solidly in place so the business grows without him
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    Mike

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  • Profile picture of the author Aaron Doud
    Why does he want to let go of a business that nets him $40k a month?

    Hell he doesn't have to be hands on use the profit to hre people to run it instead of him.

    Hell even if he spends $30k on people to take over he still nets $10k+.

    Never give up one business to start another. Build a business and than get hands off. That way you can start your next. Virgin is a classic example of this. Look at all the businesses under that name. He makes one and then another and another and another.

    Never give up a profitable business if you can hire people to run it.
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    • Profile picture of the author 1960Texan
      Originally Posted by Aaron Doud View Post

      Why does he want to let go of a business that nets him $40k a month?

      Hell he doesn't have to be hands on use the profit to hre people to run it instead of him.

      Hell even if he spends $30k on people to take over he still nets $10k+.

      Never give up one business to start another. Build a business and than get hands off. That way you can start your next. Virgin is a classic example of this. Look at all the businesses under that name. He makes one and then another and another and another.

      Never give up a profitable business if you can hire people to run it.
      I agree and have the personal experience to back this opinion up.

      Ten years ago my wife and I started a maid service. Within 3 years we had built it up to where we were making 6 figures, after paying all of our expenses, including payroll for 16 employees.

      Three years ago we sold it for 1.8 X yearly profit, and started a gourmet wine and cheese shop in another town. We considered hiring someone to run the maid service for us, but in the end my wife wanted nothing to do with it.

      Launching the new business quickly ate up all of our profits. After a few months we were turning a profit in the new venture, although not much of one. We went from making six figures to barely making 30K per year.

      As the business slowly grew, we knew that it would take us at least another five years to get back to our desired income. Then, my wife got sick.

      After spending thousands and thousands of dollars on tests, she was finally diagnosed with an auto-immune disease, and prescribed powerful immune suppressants. The first thing the doctor said to her was "You can't have a job where you handle money, and you can't be around a lot of people."

      Our new business was no where profitable enough to hire someone to replace my wife, so we sold it at fire sale prices, roughly one year's net income.

      If we had only hired someone to run the maid service, we could have paid them between 40 and 50k a year, and still earned at least 60k a year ourselves.

      Tell your friend to keep his business.

      Will
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      • Profile picture of the author Organizationer
        What a nice but sad story. Thanks for your advise.

        But mind to share how much did you sell the maid service business? How many years of profit?

        Originally Posted by 1960Texan View Post

        I agree and have the personal experience to back this opinion up.

        Ten years ago my wife and I started a maid service. Within 3 years we had built it up to where we were making 6 figures, after paying all of our expenses, including payroll for 16 employees.

        Three years ago we sold it for 1.8 X yearly profit, and started a gourmet wine and cheese shop in another town. We considered hiring someone to run the maid service for us, but in the end my wife wanted nothing to do with it.

        Launching the new business quickly ate up all of our profits. After a few months we were turning a profit in the new venture, although not much of one. We went from making six figures to barely making 30K per year.

        As the business slowly grew, we knew that it would take us at least another five years to get back to our desired income. Then, my wife got sick.

        After spending thousands and thousands of dollars on tests, she was finally diagnosed with an auto-immune disease, and prescribed powerful immune suppressants. The first thing the doctor said to her was "You can't have a job where you handle money, and you can't be around a lot of people."

        Our new business was no where profitable enough to hire someone to replace my wife, so we sold it at fire sale prices, roughly one year's net income.

        If we had only hired someone to run the maid service, we could have paid them between 40 and 50k a year, and still earned at least 60k a year ourselves.

        Tell your friend to keep his business.

        Will
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    • Profile picture of the author Organizationer
      Originally Posted by iAmNameLess View Post

      Here is the thing...

      A website, can be a business. A business can consist of just a website. A business that is offline in a real location, could sell for less than a website.

      There is no REAL criteria.

      The equation is, $$ worth to the current owner vs $$ worth to prospects.

      It isn't a matter of what you can get for it, at this stage. I think you need to see what your friend thinks is the lowest price he would absolutely sell for. Once you establish that number, build it up a bit and test out the waters.

      A computer technician with an asus fan for my old computer walking down my street, is more valuable to me, than he is to my neighbor who has a broken lamp.

      Enough with the personal opinions.... Ultimately, this is something you won't find help for here. Your friend, making that kind of profit should easily be able to afford a good CPA and business broker. Consult them, they do it for a living.
      Yes, you got the point. The business needs to be sold to the right person to get the highest sale value

      Originally Posted by mjbmedia View Post

      Also depends how much of the profits were solely down to the owners efforts ie if he? goes will the business decline rapidly or is there a structure for longevity and growth solidly in place so the business grows without him
      This Tutti Frutti business is a franchise business about healthy yogurt, ice cream and fruits. You can google to see what the business is about. I don't think the business will decline

      Originally Posted by Aaron Doud View Post

      Why does he want to let go of a business that nets him $40k a month?

      Hell he doesn't have to be hands on use the profit to hre people to run it instead of him.

      Hell even if he spends $30k on people to take over he still nets $10k+.

      Never give up one business to start another. Build a business and than get hands off. That way you can start your next. Virgin is a classic example of this. Look at all the businesses under that name. He makes one and then another and another and another.

      Never give up a profitable business if you can hire people to run it.
      He got 10 employees. We can say that the business is hands off. He can just go to the outlet just to collect money everyday.

      I think one of the reasons he wants to sell the business is to have a quick lump sum money. Just like people flipping websites that make them $100/month continuously. Why do they sell them for $2k if the website can make $100/m continously? Because from that $2k, they can create more websites that can make multiple $100/m websites.

      It is just a question of how many months (or years) of profit should the business be sold?
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  • Profile picture of the author MichaelHiles
    1 to 3 times earnings would be in target.
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  • Profile picture of the author Dexx
    Is the business able to run without him present, or are the sales / profits being generated a result of customers mostly wanting to do business with HIM specifically. (personal relationships, etc.)

    It also depends on if a business buying him out would be doing so for strategic vs. financial reasons.

    ~Dexx
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    • Profile picture of the author MRomeo09
      We recently closed on a portfolio of site rentals and a handful of lead-gen sites. We got close to 3x gross. But this stuff was aged, and pretty much on autopilot. I started prepping for it almost a year ago, and had everything setup almost exactly right. So for the buyer it really was not like buying a business but more like buying a stream of income.

      Marcos
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    • Profile picture of the author Organizationer
      Originally Posted by MichaelHiles View Post

      1 to 3 times earnings would be in target.
      Do you mean 1 to 3 years of net profit?

      Originally Posted by MRomeo09 View Post

      We recently closed on a portfolio of site rentals and a handful of lead-gen sites. We got close to 3x gross. But this stuff was aged, and pretty much on autopilot. I started prepping for it almost a year ago, and had everything setup almost exactly right. So for the buyer it really was not like buying a business but more like buying a stream of income.

      Marcos
      Do you mean 3 years x gross profit?

      Originally Posted by Dexx View Post

      Is the business able to run without him present, or are the sales / profits being generated a result of customers mostly wanting to do business with HIM specifically. (personal relationships, etc.)

      It also depends on if a business buying him out would be doing so for strategic vs. financial reasons.

      ~Dexx
      He doesn't have to be present, he got 10 employees including managers etc. After deducting the rental, employees, stocks, etc, he got net profit of $40 to $60k per month
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  • Profile picture of the author MichaelHiles
    Sort of.... Usually, in the M&A (mergers and acquisitions) world, it's referred to as a multiple of single year annual earnings. So 1 to 3 times earnings would simply be a multiplier of the current, last year of earnings.

    That's because 3 years of earnings into the future could radically change. The only thing you have to go on that's concrete is the last year of audited accounting. So, 1 to 3 times whatever the last year of audited earnings... in some cases add the additional asset value of the company over and above.

    Of course, different industries can bring different valuations and formulas.

    Once upon a time, you could look at the P/E ratio of a public stock to see what multiple of earnings it was trading at. So if there was a stock that earned $1 per share in profit that was trading at $15 per share, the P/E ratio was considered 15:1.

    The .COM era changed all that and created a market tolerance for public companies that traded at high share valuations while losing money hand over fist. So I am not sure what true value a P/E ratio actually has anymore.

    But in the broad sense, it's the same idea for even your friend's business.
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  • Profile picture of the author Warrior Ben
    Naz,

    I think you are looking at this way too simply to just calculate the value of the business by just using a multiple of current profits. Using a multiple is a great way to get a quick estimation, but anybody who is buying the business will probably want to do a much more detailed discounted cash flow analysis to figure out the true value of the business.

    To do this you will want to look at future cash flows and then discount them back to a present value. Profit looks at how well things have performed in the past. To get a true value of the business you need to make some assumptions on how well it will perform in the future and then discount those future dollars to today's price. (A dollar today is worth more than a dollar 3 years from now because of inflation and opportunity cost.)

    So real quickly, let's make some assumptions for easy math.

    1) Currently grossing $75,000 a month for a total of $900,000 a year.

    2) Cost of goods sold is 25%

    3) Labor and other expenses is $10,000 a month for a total of $120,000 a year.

    4) We'll use a conservative growth rate of 3% (this number will be used to calculate the growth of revenues over the next 5 years, as well as the increase in labor and other expenses.)

    5) The opportunity cost, or cost of capital, is 10% (This is a HUGE assumption that should be played with.)

    With these assumptions I come up with the following numbers:

    Year 1 after Sale
    Gross Revenue: $927,000
    Cost of Goods Sold (25%): $231,750
    Labor & Other Costs (includes 3% increase): $123,000
    Net Income: $571,650
    Net Income in Today's Dollars: $519,682

    Year 2 after Sale
    Gross Revenue: $954,810
    Cost of Goods Sold (25%): $238,703
    Labor & Other Costs (includes 3% increase): $127,308
    Net Income: $588,800
    Net Income in Today's Dollars: $486,611

    Year 3 after Sale
    Gross Revenue: $983,454
    Cost of Goods Sold (25%): $245,864
    Labor & Other Costs (includes 3% increase): $131,127
    Net Income: $606,463
    Net Income in Today's Dollars: $455,645

    Year 4 after Sale
    Gross Revenue: $1,012,958
    Cost of Goods Sold (25%): $253,239
    Labor & Other Costs (includes 3% increase): $135,061
    Net Income: $624,657
    Net Income in Today's Dollars: $426,649

    Year 5 after Sale
    Gross Revenue: $1,043,347
    Cost of Goods Sold (25%): $260,837
    Labor & Other Costs (includes 3% increase): $139,113
    Net Income: $643,397
    Net Income in Today's Dollars: $399,499

    So to get the total value of the business today, you want to add up all the Net Income in today's dollars: $519,682 + $486,611 + $455,645 + $426,649 + $399,499 = $2,288,086

    One thing to note is that this number is slightly understated because I didn't include a terminal value, which is the present value of all the future cash flows after 5 years. Even though revenues will be increasing, the further out you get the present value is worth less and less. There are a bunch of math formulas to calculate this involving different risks and all that, but I'll spare myself and everyone else the pain!

    There are also quite a few different expenses to think about like capital expenditures (for when the yogurt machines need to be replaced, updating the store, etc...) that will influence the actual value of the business . Taxes also play a big part, which I completely left out.

    Overall, when you add in the cash flows past year 5, I would say you are looking at a value of approximately $3 million for the business. Now whether you can find a buyer for that price is a whole different story!

    Obviously my final number came within the range of using a multiple, but I wanted to share this information to illustrate the point that when selling a business that is close to a million dollars in yearly revenue, there should be much more analysis than just a simple net income multiple.

    If anybody has any questions, I'd be happy to answer.

    Best of luck to your friend in selling the business, I hope I was able to help and not just confuse or frustrate!

    -Ben
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    • Profile picture of the author Organizationer
      Originally Posted by MichaelHiles View Post

      Sort of.... Usually, in the M&A (mergers and acquisitions) world, it's referred to as a multiple of single year annual earnings. So 1 to 3 times earnings would simply be a multiplier of the current, last year of earnings.

      That's because 3 years of earnings into the future could radically change. The only thing you have to go on that's concrete is the last year of audited accounting. So, 1 to 3 times whatever the last year of audited earnings... in some cases add the additional asset value of the company over and above.

      Of course, different industries can bring different valuations and formulas.

      Once upon a time, you could look at the P/E ratio of a public stock to see what multiple of earnings it was trading at. So if there was a stock that earned $1 per share in profit that was trading at $15 per share, the P/E ratio was considered 15:1.

      The .COM era changed all that and created a market tolerance for public companies that traded at high share valuations while losing money hand over fist. So I am not sure what true value a P/E ratio actually has anymore.

      But in the broad sense, it's the same idea for even your friend's business.
      Thanks for your views. But ration of 15:1 is too high

      Originally Posted by Warrior Ben View Post

      Naz,

      I think you are looking at this way too simply to just calculate the value of the business by just using a multiple of current profits. Using a multiple is a great way to get a quick estimation, but anybody who is buying the business will probably want to do a much more detailed discounted cash flow analysis to figure out the true value of the business.

      To do this you will want to look at future cash flows and then discount them back to a present value. Profit looks at how well things have performed in the past. To get a true value of the business you need to make some assumptions on how well it will perform in the future and then discount those future dollars to today's price. (A dollar today is worth more than a dollar 3 years from now because of inflation and opportunity cost.)

      So real quickly, let's make some assumptions for easy math.

      1) Currently grossing $75,000 a month for a total of $900,000 a year.

      2) Cost of goods sold is 25%

      3) Labor and other expenses is $10,000 a month for a total of $120,000 a year.

      4) We'll use a conservative growth rate of 3% (this number will be used to calculate the growth of revenues over the next 5 years, as well as the increase in labor and other expenses.)

      5) The opportunity cost, or cost of capital, is 10% (This is a HUGE assumption that should be played with.)

      With these assumptions I come up with the following numbers:

      Year 1 after Sale
      Gross Revenue: $927,000
      Cost of Goods Sold (25%): $231,750
      Labor & Other Costs (includes 3% increase): $123,000
      Net Income: $571,650
      Net Income in Today's Dollars: $519,682

      Year 2 after Sale
      Gross Revenue: $954,810
      Cost of Goods Sold (25%): $238,703
      Labor & Other Costs (includes 3% increase): $127,308
      Net Income: $588,800
      Net Income in Today's Dollars: $486,611

      Year 3 after Sale
      Gross Revenue: $983,454
      Cost of Goods Sold (25%): $245,864
      Labor & Other Costs (includes 3% increase): $131,127
      Net Income: $606,463
      Net Income in Today's Dollars: $455,645

      Year 4 after Sale
      Gross Revenue: $1,012,958
      Cost of Goods Sold (25%): $253,239
      Labor & Other Costs (includes 3% increase): $135,061
      Net Income: $624,657
      Net Income in Today's Dollars: $426,649

      Year 5 after Sale
      Gross Revenue: $1,043,347
      Cost of Goods Sold (25%): $260,837
      Labor & Other Costs (includes 3% increase): $139,113
      Net Income: $643,397
      Net Income in Today's Dollars: $399,499

      So to get the total value of the business today, you want to add up all the Net Income in today's dollars: $519,682 + $486,611 + $455,645 + $426,649 + $399,499 = $2,288,086

      One thing to note is that this number is slightly understated because I didn't include a terminal value, which is the present value of all the future cash flows after 5 years. Even though revenues will be increasing, the further out you get the present value is worth less and less. There are a bunch of math formulas to calculate this involving different risks and all that, but I'll spare myself and everyone else the pain!

      There are also quite a few different expenses to think about like capital expenditures (for when the yogurt machines need to be replaced, updating the store, etc...) that will influence the actual value of the business . Taxes also play a big part, which I completely left out.

      Overall, when you add in the cash flows past year 5, I would say you are looking at a value of approximately $3 million for the business. Now whether you can find a buyer for that price is a whole different story!

      Obviously my final number came within the range of using a multiple, but I wanted to share this information to illustrate the point that when selling a business that is close to a million dollars in yearly revenue, there should be much more analysis than just a simple net income multiple.

      If anybody has any questions, I'd be happy to answer.

      Best of luck to your friend in selling the business, I hope I was able to help and not just confuse or frustrate!

      -Ben
      Thanks for your view but how did you come up with the number of $519k from $571k in the first year? and the number $588k in the 2nd year?

      How did you come up with total of $3M after all the calculation?

      And is it typical, to calculate until 5th year? Why not 3rd year ?
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  • Profile picture of the author Warrior Ben
    That's a very good question, I should have explained that part better.

    I used a 10% opportunity cost of capital to determine the present value (PV) of the future cash flows.

    The specific formula for present value is: PV = Net Income / 1 + Opportunity Cost of Capital

    For example, Year 1 for this formula would be: PV = 571,650 / 1.10 = $519,682

    The 571,650 is the estimated net income and the 1.10 is 1 + the 10% Opportunity Cost of Capital.

    For year 2, you have to expand the formula to be: PV = Revenue / (1 + Opportunity Cost of Capital)^2 [Note: the ^2 means squared, for year 3 it will be ^3 (cubed) and year 4 will be ^4 and so on]

    So specifically for year 2 the formula would be PV = 588,800 / (1.1)^2 = 486,611

    Year 3's formula is: PV = 606,463 / (1.1)^3 = $455,645

    I hope that makes sense mathematically.

    Conceptually, think of it this way. Back in 1940 you could buy a McDonald's hamburger for 5 cents, so you could get 20 hamburgers for a $1. Nowadays if you want to buy a regular McDonald's hamburger it will cost you $1, so you will only get 1 burger for $1. Back in 1940, when you could get 20 burgers for $1, the dollar was worth more, meaning you could get more for a dollar then than you can now.

    This principal applies going forward. $1 today is worth more than $1 in 5 years from now. There are obviously a lot of factors that affect this, but that is included in the 10% opportunity cost.

    Specifically for the opportunity cost, that is the other things people could do to invest their money to make it worth more. If they use the money to buy your friend's yogurt shop, they won't have that available to make other investments which could yield them a return. They will miss "opportunities", which is why it is called the opportunity cost.

    I hope that all makes sense. The concepts here are actually very advanced financial concepts and aren't super easy to explain. Your friend's CPA can probably help him with this type of analysis. In fact, I would hope he would, because the more detailed the analysis, the better the information your friend will have when he is negotiating the final sale price of his business.

    -Ben
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    • Profile picture of the author Organizationer
      Thanks for the reply but how did you come up with the final price of $3M ?

      And is it typical, to calculate until 5th year? Why not 3rd year ?
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  • Profile picture of the author Warrior Ben
    I came up with approximately $3 million because the value I calculated for the business was $2.28 million, but that only included 5 years cash flow. In reality, the business will make make money for more than 5 years (assuming it stays in business), so if we don't count the cash flows from past 5 years we are undervaluing the business. I added ~ $750k just to make it simple. (And I realized how long my post had become and how much time I already spent on it that I didn't want to spend any more time calculating out a terminal value!)

    Anyway, I hope I helped in some way and didn't just confuse.

    -Ben
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    • Profile picture of the author Organizationer
      Originally Posted by Warrior Ben View Post

      I came up with approximately $3 million because the value I calculated for the business was $2.28 million, but that only included 5 years cash flow. In reality, the business will make make money for more than 5 years (assuming it stays in business), so if we don't count the cash flows from past 5 years we are undervaluing the business. I added ~ $750k just to make it simple. (And I realized how long my post had become and how much time I already spent on it that I didn't want to spend any more time calculating out a terminal value!)

      Anyway, I hope I helped in some way and didn't just confuse.

      -Ben
      Ok that's very helpful. Many thanks for your inputs Ben !

      So from $50/m net profit, he can sell for $3M which equals to 60months or 5 years net profit. But not sure whether there is anyone that is willing to spend that much. But 5 years ROI is quite reasonable
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      PM me for best price. Above are domain hacks just like other popular sites: goo.gl (Google), youtu.be (youtube), blo.gs (blogs), del.icio.us (delicious.com)

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  • Profile picture of the author Warrior Ben
    No problem!

    You're right, the big test will be whether he can find somebody to buy it. The good thing is that Yogurt Shops are really a hot market right now, at least where I live. The bad news is it's the dead of winter, so he might not get as much as if he waited until Spring, when Summer is around the corner.

    -Ben
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  • Profile picture of the author moneyglue
    Depends on current economic conditions, previous sales of similar businesses, demand for that type of business, location etc. In current economic times, 2 to 2.5 years of revenue is about the average. Best to speak to an accountant to do a proper evaluation and place a value on the business.
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    • Profile picture of the author Organizationer
      Originally Posted by Warrior Ben View Post

      No problem!

      You're right, the big test will be whether he can find somebody to buy it. The good thing is that Yogurt Shops are really a hot market right now, at least where I live. The bad news is it's the dead of winter, so he might not get as much as if he waited until Spring, when Summer is around the corner.

      -Ben
      Agreed, during winter the sale will go down but during summer the sale will skyrocket !

      Originally Posted by moneyglue View Post

      Depends on current economic conditions, previous sales of similar businesses, demand for that type of business, location etc. In current economic times, 2 to 2.5 years of revenue is about the average. Best to speak to an accountant to do a proper evaluation and place a value on the business.
      2-3 years sounds good, isn't it? But if can sell for 5 years of revenue, it is much better
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      These domains are for sale: , Clo.gs (keyword: Clogs), Banglade.sh, Chariti.es, Plumbe.rs

      PM me for best price. Above are domain hacks just like other popular sites: goo.gl (Google), youtu.be (youtube), blo.gs (blogs), del.icio.us (delicious.com)

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      • Profile picture of the author Mr. Subtle
        Originally Posted by Organizationer View Post

        2-3 years sounds good, isn't it? But if can sell for 5 years of revenue, it is much better
        Instead of fantasy pricing let us look at some real world pricing:

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