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Opportunities

Design Team of 28 with $3MM in Sales

CASH FLOW
$385,090

Specifications

  • Price
    $1,190,000

  • Revenue
    $2,960,142

  • Location
    Bethesda and Baltimore, Maryland

  • Equipment
    $30,000

  • Service Area
    Mid-Atlantic area customers with a national audience

  • Reason for Sale
    Seeking strategic partner

  • Employees
    25: PT (5), FT (10), 1099 contractors (10): 1 GM oversees the creative staff

  • Lease
    Bethesda: 3,000 sq. ft.: Private offices, conference room, work room, kitchenette; Bethesda: Currently utilizing a co-working space

  • Intangible Assets
    Positive name recognition, extensive experience, reduceable overhead, great sales expertise, long-term clients, pricing options

This dynamic and comprehensive public relations firm has 28 employees and is currently operating in two locations (one in Bethesda and one in Baltimore)!  With nearly $3MM earned in 2018, long-term clients return again and again contributing to the projected $2.6MM in current and upcoming work for 2019.  Offering services from web design and social media campaigns to brand development and reputation management, the technologies needed to complete multi-media projects are in place.  A new owner could seek to absorb the company, co-market services, or build on the momentum already established.  One vice president who can assume many duties is currently in place and this individual would like to remain a part of them team, benefiting a buyer by maintaining institutional knowledge and experience. 

 

Specializing in public relations with a mindful and journalistic approach, the team can tackle requests for crisis and media management as well as prudent company positioning for optimum messaging.  Multi-media services such as podcasts, videos, blogs, editorial writing, graphic design, and brand development are carried out by a creative team that is well-educated and well-versed in current trends.  Leadership development is a unique focus of this firm and includes thought leadership, social profile development for executives, content strategy development, speech writing, messaging coaching, analysis/reporting, and additional c-suite trainings. 

 

With operations headquartered in Bethesda and a second location in Baltimore, team members often work remotely as well.  All work is done in the Mid-Atlantic region, and day trips are the most frequent form of travel.

Business Highlights

  • Year Established: 2004
  • Locations:  Bethesda and Baltimore, Maryland
  • Service Area: Mid-Atlantic area customers with a national audience
  • Services: Media relations, web design, digital marketing, social media, digital and tangible creative design
  • Clients: Health and Science, Education, Transportation, Government, and more!
  • Spaces: Bethesda: 3,000 sq. ft.: Private offices, conference room, work room, kitchenette; Bethesda: currently utilizing a co-working space
  • Reason for Selling: Seeking strategic partner
  • Employees: 25: PT (5), FT (10), 1099 contractors (10): 1 GM oversees the creative staff
  • Hours: M-F 9-5
  • Seller Training Period: Owner would like to remain a part of the team and would available for continued counsel as needed
  • Growth Opportunities: Increase Federal work; work with state, local, and municipalities more often; much room for growth with corporations and associations
  • Current Owner’s Responsibilities: 50% Billable, 80% operations

Financial Highlights

  • List Price: $1,190,000
  • Gross Sales:
    • 2018: $2,960,142
    • 2017: $2,372,848
    • 2016: $1,926,316
  • Cash Flow:
    • 2018: $385,090
    • 2017: $315,995
    • 2016: $228,271
  • Assets Included in Purchase*
    • Equipment: $30,000: Computers, digital video and photo recording equipment and remote gear, electronics, furniture, fixtures, equipment
    • Pipeline and Current Work: $2.6MM
    • A/R: $445,000 as of 9.2018
    • Intangible Assets: Positive name recognition, extensive experience, reduceable overhead, great sales expertise, long-term clients, pricing options

*amounts may vary

Cash Flow Analysis

Description of Financial StatementP&L StatementTax ReturnTax ReturnTax ReturnNotes
2018201720162015
GROSS SALES$2,960,142$2,372,848$1,926,316$2,688,552
Net Income Shown on Financial Statement$260,310$136,858$43,371$543,993
ADDBACKS
Compensation to Owner$153,000$199,500$205,346$207,692
Other unrelated Salaries$0$0$0$0
11% Tax on total W2 Salaries$16,830$21,945$22,588$22,846
Depreciation$0$255$301$2,333
Gifts$0$2,183$1,715$4,725
Cell Phone$2,950$2,950$2,950$2,950Personal Expense
Owner's Continuing Salary$-48,000$-48,000$-48,000$-48,000
Interest$0$304$0$269
TOTAL ADDBACKS$124,780$179,137$184,900$192,815
Seller's Cash Flow = Total Addbacks + Net Income$385,090$315,995$228,271$736,808
Profit Margin13.01 %13.32 %11.85 %27.41 %
  • Cash flow accounts for $48,000 continuing part-time salary for the current owner to stay on.
  • 2014-2015 peak pipeline of intense, project-based work for two large clients concluded.

Typical Clients

  • Health and Science
  • Education
  • Transportation
  • Government
  • Financial
  • Technology

 

Specific information regarding clients is available upon the receipt of a signed Non-Disclosure Agreement.

Services

  • Public relations consultancy
  • Media relations
  • Web design
  • Digital marketing
  • Social media
  • Graphic design
  • Branding
  • Advertising
  • Video production
  • Community engagement
  • And more!

Employees

Total Employees 25:

  • FT
    • Managing Partner (1)*
    • Vice President (1)
    • Vice President (1)*
    • Account Coordinator (1)
    • Account Executive (1)
    • Account Executive (1)*

 

  • PT
    • Operations (1 PT)
    • Financial Manager (1 PT)
    • Administrative (1 PT)
    • Financial Consultant (1PT)
    • Accounting (1PT)

 

  • 1099 contractors
    • Ad Buyer (1 PT)
    • Creative Director (1)
    • Graphic Designer (1)
    • High-End Videographer (1)
    • IT Support (1)
    • Web Support (1)
    • Ad Buyer (1 PT)
    • Intern (2)

* Located in Baltimore

Growth Opportunities

  • Increase US Federal Government work 
  • Work with state, local, and municipal governments more often 
  • Much room for growth with corporations and associations 
  • Continue to build national association client base 
  • Divert additional resources to marketing and client acquisition

Valuation Details

The Firm Business Brokerage used a cash flow valuation methodology to determine the purchase price of the business. 

The formula used is as follows:

Cash Flow       x          Prescribed Multiple     =          Fair Market Value

Cash flow is the sum of business net income plus any owner perks and any non-onward going expenses.

A multiple is prescribed by a 20 question, 100-point parameter ranking system that is used to analyze the current business health. Each question is based on a scale from 1 to 5: 1 being low, 2 below average, 3 average, 4 above average, 5 high. The average of the responses sum is the business’ prescribed multiple.

For this business, a 2018 cash flow was used with a prescribed multiple is 3.1.  With this information, the computation is as follows:

$385,090         x          3.1       =          $1,193,779

The fair market value found above positions the business list price at $1,190,000.

Funding Example

Purchase Price:                             $1,190,000

10% Buyer Down Payment:             $119,000

20% Seller Financing:                      $238,000

70% Bank Loan:                                $833,000

Seller financing 5-year term at a rate of 4.50% equals a monthly loan payment of $3,778.

Bank loan 8-year term at a rate of 6% equals a monthly loan payment of $10,947.

After business expenses and loan payments, a buyer with a 10% down payment of $119,000 would retain a profit of $208,392, which results in an 175% return on investment in the first year.

A lender is required to have a minimum 1.5 coverage ratio for any business loans extended. At a proposed purchase price of $1,190,000 with the terms listed above, the coverage ratio is 2.18. 

Please note that the decision of whether to extend a loan on any sale belongs to the bank, and this document does not guarantee specific terms or verify that financing is available. 

Purchase Price:

$1,190,000

$
%
OR
$
%
OR
$
Years
%

Bank Loan Needed: $

Years
%
$
$
$
$
$

Funding Details

Business:

Offer Price: $

% Buyer Cash Down at Closing: $

% Seller Carry Back via Promissory Note: $

year term at a rate of %

% of Purchase Price secured by Buyer and Seller

Total Bank Loan Need: $

% of Purchase Price

Desired Loan Type:

Desired Bank Terms: year term at a rate of %

Total Business Assets, Inventory, and A/R: $

Total Undercollateralized Loan: $

Loan Payments

Monthly Payment to Bank: $
Yearly Payment to Bank: $
Monthly Payment to Seller: $
Yearly Payment to Seller: $
Total Monthly Debt Service: $
Total Yearly Debt Service: $

Conclusions

Fixed Charge Coverage Ratio

The bank will require a minimum ratio of 1.5 to be lendable.

Cash Flow:
2018 Cash Flow
$
Annual Debt Service: $
RATIO:

Buyer's Net Operating Income (NOI)

The amount of money the Buyer will retain as profit.

Cash Flow:
2018 Cash Flow
$
Annual Debt Service: -$
NOI:

Buyer's Return on Investment (ROI)

The rate of return on the Buyer's down payment.

Down Payment: $
NOI:
ROI: %

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The Firm Business Brokerage is not a real estate brokerage and therefore the staff will not handle any aspect of the lease, sale or purchase of real estate.