Most business owners think that when the time comes to sell, buyers will assess their business based purely on profitability — revenue, EBITDA, and margin performance. But here’s a hard truth: profitability alone won’t get you top dollar. Strategic value will.

If your business is merely viewed as a financial asset, buyers will approach it with a cold, hard multiple. They’ll see you as a number on a spreadsheet, and their offer will reflect that. But when a buyer sees strategic value — when they believe acquiring your business unlocks new markets, strengthens their position, or gives them an edge — they will pay a premium.

Why Do Strategic Buyers Pay More?

Strategic buyers don’t just want another company; they want leverage. They’re not just buying what you have today — they’re buying what your business enables them to do tomorrow.

They ask:

• Does this acquisition give us access to a new customer base?

• Can we integrate this company into our ecosystem to drive exponential growth?

• Does this brand, technology, or data strengthen our competitive position?

• Does this remove a key competitor or barrier to expansion?

   

Real-World Example: Amazon’s Acquisition of Ring

When Amazon bought Ring for $1 billion, they weren’t just buying a smart doorbell company. They were buying a strategic entry point into the smart home market — a foothold that would help them dominate home security, voice-controlled devices, and connected living. It wasn’t about Ring’s standalone profits; it was about what it enabled Amazon to do.

Strategic Value vs. Profitability: A Tale of Two Companies

Imagine two businesses in the same sector:

1. Company A — Generates £5M in revenue with £1M in profit.

2. Company B — Generates £3M in revenue, but has exclusive partnerships with key market players, patented technology, and a dominant position in a high-growth niche.

    

If you were a buyer, which company would you want?

Company A is profitable, but Company B is a strategic asset. Its unique positioning could unlock exponential growth for the right acquirer. That’s why buyers will often pay 2–3x more for a company that holds strategic value.

How to Position Your Business for a Strategic Exit

If you want to attract strategic buyers and command a higher multiple, focus on these key areas:

1. Market Access

If your business provides a buyer with an instant gateway to new customers, regions, or demographics, it holds strategic value. Think about industries where expansion is costly — your market presence is worth more than just revenue.

2. Intellectual Property & Proprietary Assets

Patents, proprietary software, unique datasets, or trade secrets create barriers to entry and make your business a powerful acquisition target. If a competitor can’t replicate what you own, they may be willing to buy it instead.

3. Brand Strength & Customer Loyalty

A business with a recognised and trusted brand commands premium value. If customers love and trust your company, an acquirer can fast-track their own credibility by owning it.

4. Competitive Positioning

If your business holds a unique position in the industry — whether through market dominance, supply chain control, or exclusive contracts — you become a strategic chess piece in the bigger game. Buyers will pay more if your company makes them stronger.

5. Network Effects & Ecosystem Fit

Some businesses hold immense value because of who they serve or connect with. If acquiring your company means instant access to a high-value customer base, industry relationships, or supplier contracts, buyers will be willing to pay a premium.

Key Takeaway: Think Beyond the P&L

When preparing your business for sale, shift your mindset from profitability to potential. Buyers will pay a premium if they believe acquiring your company unlocks new growth, strengthens their position, or eliminates competition.

The best question you can ask yourself is: If I were my ideal acquirer, how would this business accelerate my goals?

The better your answer, the bigger the cheque.