While I will let you read the article in its entirety at Middle Market Executive, the key takeaway is that you only have one chance to make a first impression on a potential acquirer. Consequently, you’ll want to prepare a high-quality marketing package to use for the process. The marketing book should do the following things:
1. Tell the Story: Buyers want to know who you are and why they should invest in your business.
2. Provide a Meaningful Financial Summary: Potential acquirers will start their review with financial information.
3. Explain the Company’s Operations: Provide a summary of the company’s operations – employees, customers, vendors, sales, marketing, manufacturing, etc. Make sure to address any key risk factors.
4. Provide Future Opportunities: Explain why the company is poised for growth and why the buyer’s investment will be a good one.