Creating a buyer's kit

A buyer's kit helps you to market your business by presenting it in the best possible light to potential buyers. A professionally presented buyer's kit gives buyers key information about your business without including detailed, sensitive financial records or anything that compromises the value and goodwill of your business. The kit is a tool to help you sell your business, not an instrument that exposes your business to risk.

What to include in a buyer's kit

  • Executive summary – include 1 or 2 introductory paragraphs about the business. Be positive and enthusiastic. Outline briefly what the kit contains.
  • Business information – include a brief history, detail the structure of the business, and outline key achievements and the core reasons why your business is successful. Include maps and photographs where relevant. Touch briefly on your reasons for selling.
  • Employees – detail how many and what type of staff the business has. This doesn't mean describing specific people. Just briefly outline the different roles and departments within the business.
  • Products and services – what is your core business? Explain in some detail the goods and services your business provides and how you market them.
  • Customer demographics – who are your customers? What do they buy and where are they? Is your customer base staying constant or is it growing?
  • Sale price and terms – give an indicative price and a general description of how you arrived at this value. Indicate any terms that are non-negotiable.
  • About your industry – what are key points of interest about the industry and where is future growth expected? How does your business fit in with these expected growth areas? Who are your competitors and how does your business compare?
  • Assets – detail the business's assets and illustrate with photographs where appropriate. Don't forget intangible assets such as goodwill, patents and trademarks.
  • Future directions – talk about strategic goals of the business. Potential buyers may be looking for evidence that the business has direction and growth opportunities. However, to protect business opportunities, it's a good idea to talk in general terms and not give away too much detail.
  • Financials – build a clear picture of the business, summarise the history and provide an accurate financial forecast.

You (or your business broker) could assemble 2 versions of your buyer's kit – one for buyers you've only just qualified, the other for buyers you've assessed as very interested in buying your business and who have the financial resources to do so.

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