Evaluation of an online store when selling a business

Question

Business Informatics

I don't get stuck often, but this is exactly the case.
Inside myself, I can’t decide on the correctness of the train of thought, and I can’t find any sensible information on the Internet.

So, problem.
There is a very small side business. Online store + service. I will not provide the site address.
The store sells accessories for Apple products (the equipment itself is rarely on request), and the service (at the same time it is the store’s issue point) accepts apple equipment for repair. We ourselves do not repair anything (with the exception of simple things), we work on a commission from a large service (where we rent equipment for repair).

There is no time to develop the store. Profit for this reason is almost zero, only pays for itself.

Familiar competitors offer to buy the store. I happily agreed.
And I have no idea how to properly evaluate!

What we have:
1. commodity balances for a certain amount - this is the simplest;
2. the store office is located in the premises of my main work, that is, the lease cannot be transferred;
3. the store does not have a separate legal entity, in fact, only the website, customer base and stock balances are sold; this for me is the difficulty of determining the price according to the usual criteria for evaluating a business :-(, as such, there is no full-fledged business.

What else? 4.
the store and service have been operating for exactly 2 years, people in the city will already recognize the name;
the style was made on their own (practically no real money was spent);
6. site traffic for targeted queries is about 160 people per day. Quantitatively, this is not much, but it is worth considering that they are all targeted + this is a good audience in St. Petersburg for this industry, so to speak;
7. in Yandex, 8 out of 10 targeted queries that may come to mind on the subject of the store are firmly held in the search results at 1-5 positions;
8. Google statistics are somewhat worse. somewhere 6 requests out of 10 are in the top ten;
9. There are 3-4 times more customers in the service than in the store; repairs, respectively.

This is such a difficult task. How much money to ask.
Focusing on your own feelings (I want so much) will not be entirely true. I can’t make a more accurate assessment in any way and I can’t find sensible information on this topic anywhere.

I ask for collective help. Maybe off topic question, but nowhere else. If you need some numbers, I can write.
Thank you all in advance.

Answer 1

Cost approach: how much does it cost to create a similar site and promote it to a similar level, taking into account the time spent and your salary. Likewise for the service.
Income approach: discounting or capitalization of income. Moreover, it is possible to start off not from net profit, but from revenue / operating profit. And you can calculate separately by revenue \ operating profit \ net profit, then bring them together. At the same time, we do not forget to deduct our “salary” from net profit.
Let's say (3 annual revenues + 5 operating income + 10 net profit) / 3
But in this case all the coefficients will be from the bulldozer ...
Comparative approach: we compare with competitors. There is no one to compare with.
Investment option:
1) Calculate how much it will cost to attract a similar number of customers on this topic through Yandex.Direct. Knowing the ratio of visitors and buyers, the list of requests, it is not difficult to calculate. Why via direct? The competition is maximum, the cost of advertising is almost equal to operating income.
2) Subtract your marketing/SEO costs if any.
3) multiply by 12 months (or another period necessary from your point of view to create and promote a similar site and service).
The best option is to calculate in several different ways. Get a rough estimate range.

Answer 2

Conditions: business works to zero;
Assumptions: 1) the business is not growing, 2) you and your competitors have equal variable costs;
Fair value: 0;
Investment cost: adjusted fixed costs.
If competitors are actively investing in growth, then the reduced stream of their marketing costs to attract the same number of customers.

Answer 3

Part 1. Commodity balances. It's easy to count. It remains only to agree with competitors at what price.
Part 2. How is the profit. If profit = 0, then this store is worth nothing.
If there was a profit, then it is considered elementary:
How much it brings profit per month - we trade for what period we will evaluate (for example, 1 year of payback after the purchase will suit both the buyer and the seller). We multiply the profit per month by the agreed payback period.
Part 3. All sorts of pros and cons, debts, etc., etc.

Answer 4

Only for real profit.
The sale price is equivalent to the net profit received over a period of, for example, six months.
Well, or another time - as agreed. But in any case - the basis is the real net profit.
All these muddy things "has existed for 2 years", "promising" - have nothing to do with the assessment.
Well, minus the store's debts, if any, of course.

Answer 5

Usually, when selling a site, the formula average_profit_from_site_per_month * 6_months is taken into account . But such prices are usually used in various SEO forums, but these are at least some numbers.

Answer 6

mysitecost.ru can still be used as an argument.