Question 3 of 10

Who actually buys online businesses?

Four groups. Individuals buying a first company, often financing part of it themselves and looking for something they can run personally. Existing operators adding a brand or a range to what they already have. Groups that buy several businesses and run them centrally. And investors who buy for a return and appoint someone to operate.

Each wants something different. An operator pays for fit with their own range. An individual pays for a business that can be run alone. An investor pays for stable results and a manager who stays.

The profile of the likely buyer should shape how the business is presented, and it is worth deciding early which group is being addressed.