7 Harsh Truths About Your Business

April 22, 2025

Kay here. This week I'm covering:

  1. Why your business is probably worth half what you think

  2. Six more truths your company

  3. And how to get ahead of them affecting your valuation

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As an exit advisor who helps business owners maximize their value, I've watched the same painful scenes play out over and over again.

The owners who thrive face these realities early.

The rest learn them too late, often leaving millions on the table when they sell.

Consider this your wake-up call.

Truth #1: Your Business Is Worth Less Than You Think

Most owners mentally value their business at 2x annual revenue because they've heard that formula playing golf. Businesses are actually valued on profit (earnings before interest, taxes, depreciation, and amortization – or the cash your business generates before paying these expenses).

Fix #1: Get a real valuation now. Professional valuations identify exactly which factors are suppressing your price.

Truth #2: Nobody Wants to Buy a Job

If your business requires your daily involvement, you don't own a business—you own a job. Buyers pay more for businesses that run independently of their owners.

Fix #2: Track and delegate decisions. Document every decision you make for two weeks. Create step-by-step guides for the routine ones and delegate at least 80% of them.

Truth #3: Your Customer Concentration Is Killing Your Value

When a single customer represents more than 15% of your revenue, your business value takes a direct hit. Heavy reliance on just a few customers can reduce your selling price by 30-40%.

Fix #3: Diversify your customer base. Implement an aggressive new customer acquisition strategy focused on reducing concentration risk.

Truth #4: Your Financials Are a Mess

Small business financial records often mix personal expenses, use cash-basis accounting, and contain inconsistencies that destroy buyer confidence. When buyers can't trust your numbers, they either walk away or offer much less.

Fix #4: Clean up your financials. Invest in proper accounting now. Separate all personal expenses from business accounts and create three years of clean financial records.

Truth #5: Your Team Isn't As Strong As You Think

Owners frequently overestimate their team's capabilities because they've unconsciously been compensating for weaknesses. Buyers will find these gaps and exploit them, asking for price reductions.

Fix #5: Objectively assess your team. When buyers see structured development plans and clear succession paths for key roles, they gain confidence in the business's future.

Truth #6: Your Growth Story Is Weak

A stable business with flat growth might be a good income source for you, but it's a poor investment for buyers. Growing companies attract more interest and better terms.

Fix #6: Implement a realistic growth strategy. Develop and execute a clear plan for 15%+ annual growth at least two years before selling. Document your growth initiatives and pipeline to show buyers the upside potential.

Truth #7: Your Processes Aren't Documented

Can your business run if your three best people quit tomorrow? Most can't. Buyers pay more for businesses with documented processes, training programs, and knowledge management systems.

Fix #7: Document critical processes. Identify the 20% of processes that drive 80% of your results. Document these thoroughly with step-by-step instructions.

Remember that building value isn't about quick fixes. It's about systematically removing the reasons that cause buyers to offer less for your business.

The best time to start was five years ago. The second best time is today.

How I Can Help

  1. Chief Rebel Peer Groups - Join a carefully curated group of non-competing business owners building together. Join the waitlist

  2. Exit Advisory - One-on-one guidance to maximize your business value, whether you plan to sell in 1 year or 10. Schedule a consultation

Until next week,

kay

Chief Rebel

P.S. Have you bumped up against one of these realities and beat it? Reply with your story, I’d love to chat.

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