If you’re thinking about selling your business, there’s one truth worth remembering: buyers aren’t looking for perfection, they’re looking for value.
And value isn’t just about this year’s profit or your latest tech. It’s about predictability, credibility, and confidence — knowing that what you’ve built will keep performing long after the deal is done.
At Ryan Capital Partners, we’ve worked with hundreds of founders and buyers across the media, technology, and marketing sectors. The same lessons come up again and again: great deals aren’t just about numbers, they’re about trust.
What Buyers Really Look For
Clean, credible financials: Buyers don’t expect you to be a CFO, but they do expect clarity. That means reconciled accounts, consistent margins, and a clear story that ties revenue to operations. Messy numbers raise doubts — clean ones build confidence.
Resilient revenue streams: Predictability is the new premium. Buyers will pay more for businesses with recurring income, retainer clients, or contracted revenues. If your top three customers make up 70% of your turnover, start diversifying now.
Leadership and people: Buyers back teams, not spreadsheets. If the business can’t function without you, that’s a risk. Show that your leadership team can operate independently and that key talent is locked in post-sale.
Defined niche and positioning: As Trenton Moss, founder of Webcredible, put it when we worked together: ‘A strong niche is far more important than short-term financials.’ His agency’s clear UX specialism made it highly attractive to larger firms looking to strengthen that capability — even during a tough trading period.
Operational discipline: The agencies and tech firms that achieve strong exits aren’t necessarily the most creative. They’re the ones that can demonstrate structure: consistent delivery, process maturity, and low client churn.
Cultural compatibility: Buyers know integration can make or break a deal. They’ll pay more for businesses that share their values and communication style. Culture may sound soft, but it’s often the biggest driver of post-deal success.
The Traits That Build Confidence
When we present a business to potential acquirers, we can often tell within the first few conversations whether it will attract competitive bids. The pattern is consistent:
- The founder knows their numbers.
- The management team is credible and cohesive.
- The story holds together — past, present, and future.
- And there are no surprises when the data room opens.
That level of readiness doesn’t happen by chance. It comes from running your business as if a buyer might knock on your door tomorrow.
The Readiness Mindset
Being ‘buyer-ready’ isn’t about selling — it’s about discipline. It’s about operating with the kind of transparency, consistency, and foresight that make investors feel safe.
Founders who think like this build stronger, more resilient companies, even if they never sell. It’s good business hygiene that pays off every day.
When Timing Meets Trust
Mark Cunningham, co-founder of WhenFresh, captured it well when reflecting on his company’s acquisition by PriceHubble:
‘We didn’t try to engineer a sale. We focused on running a good business — the kind buyers wanted to be part of. The deal was a by-product of that.’
That’s the essence of M&A readiness. When you focus on doing the fundamentals well — your numbers, your people, your niche, your culture — the right buyer finds you.
The Takeaway
In today’s market, investors are more selective and scrutiny is higher. Flashy growth stories don’t cut it anymore. The businesses that will get acquired in 2025 are the ones that can show stability, discipline, and purpose.
So, if you’re thinking about selling, don’t chase perfection. Chase clarity.
Because buyers don’t fall in love with your potential — they fall in love with your proof.