Probably the most frequently asked question that I get is how do you determine the promoting price of your company? And the reality is its part art and part science. I'll go over some from the science, then I'll go over a little bit of the art, and again, experience goes a long way.
Coming back to the science part of it, some from the really easy pieces are are what's your earnings? Earnings is often expressed in EBITDA or your earnings before income tax depreciation and amortization. We convert that into seller's discretionary cash flow for all of our clients. And again, when you're paying your taxes, EBITDA is a game of minimization. The discretionary cash flow is a game of maximization or accurately reflecting all the cash flow that your business generates.
You're also going to have things like industry multiples, and sometimes there's little nuance things like if your e-commerce business versus a fulfilled by Amazon company, you're going to get a really different multiple. So we want to make sure to position it the right way. Some of the other things, industry codes, we had a client and the name of their business was excavation.
Turns out that excavation companies are valued at two to two and a half plus assets. When I say two to two and a half, that's a multiple of earnings. Will construction companies of that size are about four and a half to five. And it turned out that although they started as an excavation company, over 80% of their revenues came as a construction company.
So we repositioned it and that helped the industry code. But whatever we do with all these numbers, we make sure to look at market comparable and what's the market looking like? What are the best sales that we can hang our hat on? How does a bank value it? Is it going to be an SBA type business? And now all of a sudden we're starting to get into the art.
My name's Robert Hirsch, and I'm the founder here at Freedom Factory. All we do is help entrepreneurs sell businesses. That's 100% of our life. When I wake up in the morning, I'm looking at market comps, I'm looking at sales, I'm looking at, okay, how do we maximize the sales price of our business and really work as a partner?
So. Whether you're a physical company that's been around for 20 years or a digital company that's been around for two, we're going to look at all the science and combine it with the art to help you maximize your sales price. Give us a, call it Freedom Factory today. I look forward to speaking with you soon.
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Hey guys! Robert from Freedom Factory here, and I want to talk about something that comes up a lot when we start working with new sellers, and usually it sounds something like this, should I start a new revenue stream? Should I add a new channel? Should I build an affiliate program before I sell? And while this sounds like a good idea on the surface, in reality, not so much. And the reason for that is twofold. One, when you start a new revenue stream, it's going to burn as inefficiently as possible. And what I mean by that is your customer acquisition cost is going to be the highest and you're not going to add significantly to your bottom line.
Now, most of the time when you sell your company, it's a multiple of earnings. So you want to optimize for earnings. And so let's say for example you could build a new revenue stream, but you're not actually adding a lot of profits. Conversely, you could spend that same time taking your existing revenue stream and for example, let's say you can find an extra $200,000 in profitability through cost cutting on that.
Now that $200,000 in earnings, not only did you make that the first time, but if you sell for five times earnings, that's going to be another million dollars in revenue, or another million dollars in valuation to your company. And ultimately it's these little tips and tricks that make the difference whether you stick the landing or not, you're a business you've worked for years on, and it's the most important asset that you have.
And frankly, sticking the landing is just as important as building and creating a great company. If you have questions about this or anything else, why don't you give us a call it Freedom Factory. We look forward to speaking with you soon.
Thank you so much for watching. Please like and subscribe and we'll see you soon.
