Business Tools
How Attractive Is the Business Behind the Numbers?
A financial valuation tells you what the earnings suggest. This scorecard measures the quality, transferability and risk behind those earnings across 35 weighted factors.
Attractiveness Walkthrough
See How the Business Attractiveness Scorecard Works.
Financial performance tells only part of the story. Watch a real business example to see how the scorecard evaluates the characteristics that can make a company more—or less—attractive to a potential buyer.
A valuation tells you what the numbers support. Attractiveness tells you about the business behind them.
Two businesses can produce similar earnings and receive similar financial valuations while presenting very different levels of risk to a buyer. This scorecard helps evaluate the factors behind the financials — customer concentration, owner dependence, management strength, recurring revenue, systems, market position and more — that can influence how attractive and transferable the business may be.
Business Valuation
Financial / quantitative view
Business Attractiveness
Structural / qualitative view
More Complete Picture
Owners see what to improve before a sale; buyers get another due-diligence lens.
01 of 06
Marketing & Sales
0 of 35 factors
How reliably the business creates demand, and how it is regarded by the market it serves.
01
Years of business operation
The longer the company has been established, the more attractive it typically is to buyers.
02
External brand recognition
Is the business well regarded in the market? Reviews? Awards?
03
Search marketing in place (site, SEO, GBP, social)
Customers are trackable to searching for the products / services of the business.
04
Direct response marketing in place
Paid direct response ads that convert $1 of ad spend into $2+ of revenue.
05
Referral system in place
How much revenue comes from referrals from existing customers?
06
Deliver on commitments
Delivers exceptional products / service that leads to high customer satisfaction.
Each factor is rated 1–7 and multiplied by its weighting; your score is the total weighted rating divided by the total possible weighted rating. This is an educational diagnostic, not a formal business appraisal or valuation opinion.