Sell your business
Go-To-Market Analysis
See your business the way a buyer will
The Go-To-Market Analysis (GTMA) is a buyer's view of your business before a sale: adjusted EBITDA with every add-back tested, its place in its industry's range, the yellow and red flags, and three paths with their total proceeds after five years. It is $10,000, flat, and credited in full against the fee for the sale if you engage us for it.
What it is
What is a Go-To-Market Analysis?
The Go-To-Market Analysis is a buyer's view of the business before it goes to market: the numbers, the risk, the structure, and the trade-offs, and it is not a valuation report. It is the first serious decision document in a sale, and it is not a promise of an outcome.
The operating story
We map the business as it actually runs: revenue quality, the owner dependence, the recurring demand, and the places where the company is stronger or weaker than the market expects.
The buyer lens
Every major add-back, diligence flag, and structural issue is evaluated the way a buyer would evaluate it, before an offer arrives.
The decision frame
The output is a founder-ready picture of what is likely to move value, what is not yet ready, and which paths are open to you, today and later.
What you see
The key questions it answers
The analysis is built to make the next step more honest, not louder. It shows where the company stands on value, where buyer questions are likely to land, and what each path would mean for you in total proceeds.
- Where the business sits in its industry's multiple range, low, middle, or high, and why
- Which add-backs are real, defensible, and supported by the numbers
- The yellow and red flags most likely to change a buyer's view
- Three paths side by side, all cash, rolled equity, or keep growing, and the total proceeds of each after five years
A GTMA turns the operating story into a decision, not a headline.
How the GTMA works
How does a Go-To-Market Analysis work?
In five steps: a discovery meeting through a buyer's eyes, the deal workbook from your statements, a line-by-line review with your CPA, three paths side by side, and your decision. It is a founder-first analysis, built for the decision that follows: go to market, keep building, or hold.
- DiscoveryBuyer lens
- WorkbookThe file
- ReviewAdd-backs
- ScenariosThree paths
- DecisionNext step
We sit with your CPA and go through every expense line to find every add-back that can be defended in a buyer's quality of earnings review. The ones that will not hold come out now, not later.
You bring your CPA or CFO to the session, and confirm the facts and the assumptions.
What it measures
Thirty-six elements, read through the buyer lens
The GTMA does not rely on a generic number. It tests the business against the same value drivers a buyer weighs: financial quality, owner dependence, recurring revenue, and the clarity of the story behind the company.
What it feels like
A founder's view of deciding what comes next
George LopezLogistics and trucking · California
Questions
The GTMA, in plain English
No. A valuation is an opinion of value on a date. A GTMA is a buyer-first view of the company: the adjustments the buyer would make, the diligence questions that would follow, and how deal structure changes the total proceeds.
$10,000, flat. If you go on to engage FNDRS for the sale, the fee is credited in full against the fee for the sale.
Scott Stepanik, our Director of M&A, who leads every FNDRS sale, with the deal team behind him.
Three years of income statements and balance sheets, the trailing twelve months, an hour or so for the discovery meeting, a session with your CPA or CFO, and a mutual NDA before any information changes hands.
No. It decides whether the company is ready to go out, how much work remains, and what the founder should fix or frame before a 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 the three paths with their total proceeds after five years.
The right time to start the conversation is now. How far out you feel is not a good guide: a founder with a number in mind may reach it only in two steps, a first sale that takes risk off the table, with equity rolled into the buyer's company for a second sale later. The GTMA shows which paths are open, and what time before a sale could change.
Know the number before the buyer does
The GTMA is the first honest conversation about what the company is worth, what is still missing, and whether the next step should be a process or a plan.