How Much Should You Pay for an Online Business?

Build a purchase-price range from sustainable earnings, risk and the return you require.

Value the earnings stream

Start from normalized economics rather than asking price.

Lower durability, concentration and transferability generally justify a lower price or stronger deal protection.

The same asset can be worth different amounts to buyers with different operating capabilities, financing and opportunity costs.

Seller financing, holdbacks or performance-based structures can sometimes allocate uncertainty better than arguing over one number.

Use live listings as market evidence, then verify each deal independently.

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