----- quick marketing prep summary
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review current marketing position
understanding what - where - who
Your first step in preparing your company for sale is to define your current markets. This must be clearly stated when presenting your company to a prospective buyer.
The buyer will be interested in the following:
- Business Category:
distribution manufacturing wholesale retail or other
- What is your Standard Industrial
Classification Code (SIC)
- Who is your primary market target?
business (define type) consumer (define demographic)
- What is the approximate number
of customers?
how many of these customers account for 25% of revenues?
- Where is your customer base?
local regional national global
- How would you rate the trend of
your markets:
growth stable decline
SWOT Analysis
Usually not required, but often requested, is a clear definition of your company's SWOT analysis:
- S=Strengths:
you need to clearly define your company's strengths. It could be your product line, sales force, location, operation efficiency or other.
- W=Weaknesses:
in comparison, you need to outline your company weakness. This too may by your product line, sales force, location, operation efficiency or other.
- O=Opportunities:
the buyer would like to know what opportunities lie ahead under a strategic play. This could be a key reason why the buyer is interested in your business.
Strategic opportunities may include a product line expansion, opening a new market, streamlining an operation for better efficiency, etc.
- T=Threats:
in contrast, you need to also list the potential threats. This may include price competition, new competition from a major player, lack of employment skills, declining demand, etc.
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Business Selling Prep
