GTMA
The Go-To-Market Analysis (GTMA) is the FNDRS fixed-scope engagement before a sale: the file a buyer would build on the business, from adjusted EBITDA to three paths side by side. It costs $10,000, flat, credited in full against the fee for the sale if the owner goes on to engage FNDRS for it.
In a sale
What does the GTMA show?
The GTMA shows the business the way a buyer's deal team would, before any buyer sees it: adjusted EBITDA with every add-back tested, where the business sits in its industry's range, the yellow and red flags a buyer would raise, and how different deal structures change the founder's total proceeds. What the founder does with the findings is their decision.
Where it comes up
Read it in context
In the articles
- Where founders leave money on the tableMost of what founders lose in a sale is lost in their own decisions, and each one has a fix.
- An add-back is an argumentAdjusted EBITDA is built, not declared, and the buyer's accountants will rebuild it.
- Diligence yourself firstEvery business has issues. The question is who finds them.
- Work backward from the dateThe exit date is the one input everything else is solved for.
In The FNDRS Playbook
- PB04 The six value driversBuyers are pricing risk. Six things move it.
- PB08 The buyer lens scorecardThis is what a buyer’s first internal memo says about you.
- PB24 The inbound offer testAn unsolicited offer is information. Treat it that way.
- PB19 The three numbersWhat you need. What the market pays. What you keep.
- PB20 The exit timing windowThe exit date is the one input everything else is solved for.
- PB21 The sell, build, or hold decision treeThree questions, three honest answers.
See the terms with your own numbers
The Go-To-Market Analysis (GTMA) builds the file a buyer would build on your business, before a buyer does.