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Marketing & Media with a Virtual Office

CASH FLOW
$135,728

Specifications

  • Price
    $360,000

  • Revenue
    $262,836

  • Profit Margin
    52%

  • Reason for Sale
    Owner portfolio diversification

  • Service Area
    Michigan (80%), National (20%)

  • Location
    Detroit, Michigan area home office - relocatable

  • Lease
    Home office, easily relocatable

  • Employees
    10: Graphic Designer (1), Consultants (4), Marketing (1), Writer (1), Public Relations (1), Administrations (1), Bookkeeper (1)

  • Intangible Assets
    Excellent client retention, positive word-of-mouth referrals, effective marketing techniques, flexible and responsive team

Priced to sell at only a 2.7 multiple on current cash flow. This business, established in 1999, is offering a customized approach to marketing, this award-winning firm is easily relocatable and operates with a 52% profit margin!  A majority of clients are currently located regionally to Michigan (80%) and an estimated 20% are located throughout the United States.   Working with a diverse client base, projects are focused on telling a client’s compelling story to their target audience through social media management, graphic design, advertising, digital marketing, and media relations.  The Seller is willing to stay on post-sale for 6-9 months to ensure all client transition.

As the PR industry is changing, this adaptable company has embraced creative approaches for their clients including script writing, building relationships with web development companies to create an online presence, digital marketing, and writing award applications for executives and their companies.

The team of 10 professionals work remotely from across the state, making this business easily relocatable.  Utilizing cloud-based project management and time tracking systems to manage projects seamlessly, employees can easily communicate with their co-workers and the owner can oversee projects with ease from start to finish.  Bringing on additional part-time employees could expand this firm’s capacity and additional growth can potentially be found in increasing social media management services as well as capitalizing on content development for websites.  
   

Business Highlights

  • Year Established: 1999
  • Location: Detroit, Michigan area home office - relocatable
  • Service Area: Michigan (80%), National (20%)
  • Services: Marketing, media relations, and writing
  • Clients: Small to mid-sized businesses from diverse industries: Restaurants, hospitality, multi-family housing, incentive marketing, security services
  • Building: Home office, easily relocatable
  • Reason for Selling: Owner portfolio diversification
  • Employees: 10: Graphic Designer (1), Consultants (4), Marketing (1), Writer (1), Public Relations (1), Administrations (1), Bookkeeper (1)
  • Hours: M-F 9:00-5:30
  • Seller Training Period: 6-9 Months to ensure client transition
  • Growth Opportunities: Expand the strategic relationship with a web development company, market 3 new service offering packages, continue expanding media and digital marketing services, online reputation management
  • Current Owner’s Responsibilities: Oversight

Financial Highlights

  • List Price: $360,000
  • Gross Sales:
    • 2018: $262,836
    • 2017: $255,709
    • 2016: $206,719
    • 2015: $220,112
  • Cash Flow:
    • 2018: $135,728
    • 2017: $134,518
    • 2016: $89,851
    • 2015: $88,968
  • Assets Included in Purchase*
    • Intangible Assets: Excellent client retention, positive word-of-mouth referrals, effective marketing techniques, flexible and responsive team

*amounts may vary

Cash Flow Analysis

Description of Financial StatementP&L StatementTax ReturnTax ReturnTax ReturnNotes
2018201720162015
GROSS SALES$262,836$255,709$206,719$220,112
Net Income Shown on Financial Statement$75,129$75,552$32,126$33,653
ADDBACKS
Compensation to Owner$34,300$34,300$34,300$32,300
Other unrelated Salaries$0$0$0$0
11% Tax on total W2 Salaries$3,773$3,773$3,773$3,553
Depreciation$0$82$137$379
Interest$0$9$306$17
Meals & Entertainment$2,365$1,658$1,453$1,646
Line Item 17$8,000$8,000$8,000$8,000To Owner
Line Item 18$1,441$1,724$336$0To Owner
Cell Phone$1,680$1,680$1,680$1,680$140/month
Auto Lease$3,540$3,540$3,540$3,540$295/month
Auto Fleet Card$4,200$4,200$4,200$4,200$350/month
Contributions$1,300$0$0$0
TOTAL ADDBACKS$60,599$58,966$57,725$55,315
Seller's Cash Flow = Total Addbacks + Net Income$135,728$134,518$89,851$88,968
Profit Margin51.64 %52.61 %43.47 %40.42 %
  • Profit margin 2018: 52%!

Typical Clients

  • Small to mid-sized businesses from diverse industries
    • Restaurants
    • Hospitality
    • Multi-family housing
    • Incentive marketing
    • Security services

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

Services

  • Social media management
  • Graphic design
  • Advertising
  • Digital marketing
  • Communications training
  • Script writing
  • Award applications
  • Content development
    • Web sites
    • Email
    • Direct marketing
    • Advertising
    • Blogs
  • Crisis communications management
  • Project management
  • Event planning
  • And more!

Employees

Total Employees: 10

All employees are part-time

  • Graphic Designer (1)
  • Consultants (4)
  • Marketing (1)
  • Writer (1)
  • Public Relations (1)
  • Administrations (1)
  • Bookkeeper (1)

Growth Opportunities

  • Expand the strategic relationship with a web development company 
  • Market 3 new service offering packages 
  • Continue expanding social media and digital marketing services 
  • Online reputation management 
  • Increase the team to increase capacity 
  • If relocating, add to the client base from the new headquarters location

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 2.7.  With this information, the computation is as follows:

$135,728         x          2.7       =          $366,465

The fair market value found above positions the business list price at $360,000.

Funding Example

Purchase Price:                             $360,000

15%Buyer Down Payment:            $54,000

25%Seller Financing:                     $90,000

60%Bank Loan:                             $216,000

Seller financing 5-year term at a rate of 4.50% equals a monthly loan payment of $1,678.

Bank loan 8-year term at a rate of 6% equals a monthly loan payment of $2,839.

After business expenses and loan payments, a buyer with a 15% down payment of $54,000 would retain a profit of $81,531, which results in a 151% 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 $360,000 with the terms listed above, the coverage ratio is 2.5. 

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:

$360,000

$
%
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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210 N 78th St. 2nd Floor
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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.