Net proceeds is what the seller actually keeps: enterprise value less debt, fees, working capital adjustments, deferred and contingent consideration, and tax.
In a sale
Between the headline and the founder's account sit debt, fees, working capital adjustments, escrow, seller notes, earn-outs, rollover equity, and tax. Net proceeds, what is left, is the number that matters most to the founder, and it is often the last one worked out. Comparing offers on net proceeds, rather than on enterprise value, is how founders avoid choosing the wrong one.
Where it comes up
The Go-To-Market Analysis (GTMA) builds the file a buyer would build on your business, before a buyer does.