In my opinion, pricing an existing business based on future potential is tantamount to charging more than it is really worth. The inherent problem, is that potential is just a figment of one’s imagination until it is achieved. Studies, opinions, projections, and appraisals, do not guarantee future success or cash-flow. Look around, how many business have gone bankrupt that had projections that indicated a level of performance greater than what was really achieved? In the context of a sale, isn’t it only logical that a seller be financially rewarded based on actual performance achieved?
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