The Highlights
Most founders anchor to a multiple they heard without understanding why
Valuation is as much about revenue as it is about risk
The market doesn’t pay for potential
Real reasons your multiple might be 2x-3x instead of 5x
Ways to increase your valuation aside from just growing top-line revenue
Multiples Are Earned, Not Assumed
Every month I talk to owners who say something like this: “We’re doing $2M in EBITDA, so we should get 5-6x, right?”
Not exactly. Multiples aren’t fixed. They’re not pulled from a singular source. It’s a combination of art & science that ultimately reflects one main factor:
How risky is it to own this business after you’re gone?
That’s what the market cares about. Not how hard you’ve worked. Not how long you’ve been around. Not how much money you’ve invested or what you think it’s worth.
If your business falls apart without you, requires daily intervention, or hides risk in the numbers? You’re not a 5x business.
What Actually Drives Your Multiple (up or down)
Here’s what moves the needle on multiples, especially in the $3M–$20M range:
Customer Concentration
If one client is 20% to 25% of revenue or more, your multiple may drop due to exposure.Owner Dependence
If you’re still making key sales or running daily ops, buyers see stability risk.Margins & Profit Quality
High revenue with weak or volatile margins? You’ll get dinged.Financial Cleanliness
Sloppy books = reduced clarity/trust = lower offers or deal contingencies.Recurring or Repeat Revenue
Predictable future cash flow is gold.Scalability
Buyers pay a premium for businesses with systems and room to grow, without reinvention.
You might do $2.5M in EBITDA, but if most of that depends on you? Your multiple shrinks fast.
Here’s the Reality
The market doesn’t covet effort. It loves stability. And your multiple is the market’s way of saying: “How confident am I that this business will still make money when you’re retired?”
You want a higher multiple? You don’t need to double revenue. You need to lower perceived risk. Sometimes that’s operational. Sometimes that’s financial. It could be as simple as cleaning up your books and replacing yourself with a solid GM.
Tangible Takeaways
Multiples are risk-adjusted, not owner-assumed.
Buyers pay premiums for clean, repeatable, stable businesses.
Owner dependency is a valuation killer - period.
Small tweaks in ops and team can swing valuation significantly.
If you want 5x, build something that runs without you and .
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