Multiples Demystified: What They Really Mean for Your Business Valuation

By Pierce Business Advisory & Accountancy Group

Making Sense of Business Valuation: How Multiples Work and What Shapes Them

When businesses are bought or sold, one of the most common questions is: What is it worth? A popular way to answer this is by using a “multiple”—a simple ratio that compares the business’s value to a key measure like profit or revenue. But not all multiples are created equal. Choosing the right one—and knowing what makes it go up or down—can make the difference between a fair deal and a costly mistake.

What Is a Multiple—and Why Does It Matter?

A multiple is a shortcut for valuing a business. Instead of building a complex financial model, you take a key number—such as annual profit—and multiply it by a factor based on what similar businesses are worth. For example, if companies like yours sell for five times their yearly profit, and your profit is £1 million, your business might be valued at £5 million.

Multiples make valuation easier and allow comparisons across businesses. But the trick is choosing the right measure and understanding what drives that number.

Choosing the Right Multiple

Different businesses call for different multiples. Here are the most common:

Profit-based multiples (like Price-to-Earnings): Best for established businesses with steady profits.
Cash-flow multiples (like EV/EBITDA): Useful when companies have different debt levels, because they focus on operating performance.
Revenue multiples: Often used for fast-growing businesses that reinvest heavily and aren’t yet profitable.
Industry-specific multiples: For example, price per subscriber in telecom or per bed in healthcare.

The rule of thumb: pick the measure that best reflects how the business creates value. A subscription software company might be judged on recurring revenue, while a manufacturer might be judged on cash flow.

What Makes a Multiple Go Up?

Some businesses attract higher multiples because they look less risky and more promising. Here are the main “boosters”:

Strong Growth Prospects: If the business is growing quickly—and can keep doing so—buyers will pay more.
Healthy Profit Margins: Businesses that turn sales into profit efficiently are more valuable.
Competitive Advantage: A strong brand, unique technology, or dominant market position makes a business harder to copy, which raises its value.
Experienced Management: A capable leadership team and good governance reduce risk and increase confidence.

What Brings a Multiple Down?

On the flip side, certain factors make buyers cautious:

High Risk or Uncertainty: If revenue depends on a few big customers or the industry is volatile, the multiple drops.
Too Much Debt: Heavy borrowing makes a business financially fragile, which lowers its appeal.
Economic Downturns or Industry Slumps: When markets are tough, buyers pay less—even for good businesses.
Poor Financial Transparency: If accounts are unclear or include one-off items, buyers will discount the price.

Why Benchmarking Matters

Multiples don’t exist in a vacuum. They’re based on what similar businesses sell for. Comparing your business to others in the same sector gives a starting point—but adjustments are needed for size, location, and risk. A small regional company won’t command the same multiple as a global brand.

The Bottom Line

Multiples are a useful tool, but they’re not magic numbers. They reflect expectations about growth, risk, and market conditions. The right multiple tells a story: how strong the business is today and how confident buyers are about its future. Understanding what drives that number helps owners negotiate better—and avoid leaving money on the table.

The team at Pierce Corporate Finance has the experience and access to comparable transactions and relevant data to guide you through the valuation maze.