What investors look for when analysing your company: 7 key areas you should prepare before selling

Selling a company is probably one of the most important decisions in an entrepreneur's life. It is not just a matter of setting a price and finding someone willing to pay it: it is about demonstrating that the business has a future, that it is sustainable and that, in the hands of the buyer, it will continue to grow and generate value.

At Baker Tilly, we see every day how business owners tend to focus on financial results when considering a sale. However, investors look beyond that: what they want to understand is the story behind the numbers, how those results are generated, and what level of risk they are assuming if they buy the company.

Therefore, if you are considering selling your company, it is essential to know which metrics and areas investors analyse. Only then will you be able to anticipate, prepare well for the transaction, and increase both the likelihood of success and the terms of the agreement.

In this article, we review the seven key areas that every investor will evaluate and that you should have prepared before beginning the sales process.

1. Market and customers: the foundation of stability

For an investor, understanding your company's relationship with the market and its customers is essential. A company is not only valued for what it earns today, but also for the strength of its customer base and its ability to continue growing tomorrow.

Some critical indicators in this area are:

• Customer diversification: if 50% of your turnover depends on a single customer, the risk is high. The more diversified your base is, the more attractive your company will be.
• Revenue growth: investors want to know not only how much you bill, but where that growth comes from: new customers, expansion of existing customers, or recurring revenue.
• Average ticket and recurrence: losing customers with low tickets and gaining customers with high tickets does not have the same impact as the opposite.
• Churn (pérdida de clientes): a low dropout rate is a very positive sign of loyalty.

In the Sell a company section of our M&A Academy, we explain how we work with entrepreneurs to prepare this type of analysis before going to market.

2. Sales and marketing systems: visibility into the future

Current results matter, but what really concerns an investor is whether those results are replicable. That's why they will review how your business engine works:

• Sales funnel: conversion rates between each stage of the process, from the first meeting to the closing of the contract.
• Customer acquisition cost (CAC) and closing time.
• Marketing efficiency: whether the brand generates quality leads, whether it has market visibility, or whether the company is overly dependent on a specific channel.
• Predictability: companies with well-defined commercial processes offer investors greater confidence that revenues can be scaled.

Having this data well measured and presented is a huge advantage in a sales process, as it demonstrates professionalism and reduces the perception of risk.

3. How to create a good value proposition

An investor does not just buy a company, they buy its position in the market. Understanding why customers choose your product or service over your competitors' is crucial.

The usual questions investors ask are:

• What clearly sets this company apart?
• What barriers to entry make it difficult for other competitors to replicate the model?
• Is there an innovation factor that allows the offering to continue evolving?

The clearer your value proposition and the more difficult it is to replace you in the market, the higher the valuation an investor will be willing to pay.

4. Measure the efficiency of operations

A solid business is not measured solely by sales, but also by the efficiency of its operations. Investors value clear, scalable processes that enable growth without skyrocketing costs.

Some aspects they tend to analyse:

• Quality of the service or product delivered (meeting deadlines, guarantees, customer satisfaction)
• Use of technology and level of automation
• Scalability of processes

In an increasingly competitive market, the ability to do more with less is one of the factors that most influences purchasing decisions.

5. The talent of the team

Investors know that behind every successful company there is a strong team. Talent has become one of the most critical and difficult resources to retain, especially in technological and specialised sectors.

Key aspects:

• Level of qualification of the team and accumulated experience.
• Ability to attract and retain talent. retain talent.
• Professionalisation of human resources: recruitment, onboarding, career plans, evaluation systems.
• Sales team: its quality and ability to generate business is usually the focus of analysis.

An investor wants to ensure that, after the transaction, the company will not lose the key people who generate value. Preparing retention policies and a leadership transition plan can make all the difference.

6. The real value lies in the business model and intellectual property.

Beyond the numbers, what really matters to the buyer is understanding whether the business model is sustainable and defensible..

Frequently asked questions:

• Are there recurring revenues or long-term contracts that ensure stability?
• What level of exit barriers do customers face (costs of switching to another supplier)?
• What is the company's position in the value chain?
• What distinctive intangible assets exist (proprietary methodologies, know-how, systems, patents)?

Companies with a robust business model and valuable intangible assets tend to be more attractive and receive better offers.

7. Financial metrics

Finally, there are financial indicators, which remain essential, although they are not everything. Investors mainly analyse:

• History of sales and margin growth
• Cash generation: the ability to convert EBITDA into operating cash flow
• CAPEX and working capital requirements for growth
• Net debt and available liquidity

The investor's logic is simple: if I invest 100 today, I want to get 200 back in five years. Anything that shows your company can generate that return will work in your favour in the negotiation.

How to prepare your company for an investor

Selling a company is not a matter of luck; it is a matter of preparation. preparation. Investors seek clarity, predictability, and risk reduction. Anticipating their questions and presenting your company with clear metrics in these seven areas can make the difference between closing a good deal or not closing any deal at all.

At Baker Tilly, we help entrepreneurs translate their business into the language of investors. If you are thinking of selling your company, our team will accompany and advise you throughout the process to prepare it and get the maximum return on its sale; from the initial preparation, through the structuring of the operation, to the final negotiation. If you are unsure, here is an article explaining why you should hire a business sale advisor for this process.

Below is a summary video in which our experts in business sales discuss these seven points: