Private equity buyers assess your business against a clear set of criteria before the first conversation. Most founders don't know what those criteria are.
Where this fits
Demand → Pricing → Cash → EBITDA → Network → Visibility → Value
Private equity buyers are not generalists. By the time they approach your business, they have already spent considerable time understanding your sector — who the players are, what the good businesses look like, and where value can be created.
They know what they want. The question is whether your business has it in a form they can underwrite — and whether you understand their criteria well enough to present what you have built in a way that gets full credit.
Most founders assume the business will speak for itself. It does not. A business that performs well but cannot demonstrate that performance is worth less than an identically-performing business that can.
See how your business scores against what buyers actually assess →
Private equity buyers are looking for a business they can grow, manage, and eventually sell at a higher multiple than they paid. Every aspect of their assessment is oriented around that objective.
They are not primarily interested in how hard you have worked, how long you have been in business, or what the business means to you. They are interested in the quality of the earnings, the sustainability of customer relationships, the strength of the competitive position, and the ability to grow the business beyond where it is today.
Those things are determined by operational realities — not by the story you tell about them. Which means the assessment is based on evidence: contracts, financial history, customer data, team capability, management systems, operational processes.
The businesses that score well against private equity criteria are not necessarily the largest or the most profitable. They are the ones where what they do is visible, documented, and clearly connected to what drives performance. That clarity commands a premium.
What this means for you:
Most founders don’t see this clearly until they’re already in a process.
If you want to talk it through properly before that, we can do that.
→ Discuss your situationBuilt by an operator who has scaled and exited businesses across private equity, listed and private environments. View track record →
Built on real operating and private equity metrics — not generic multiples.
Used by founders and operators preparing for growth, capital or exit.
Start valuation →Do you know what actually drives your valuation?
What they say:
EBITDA margin
What this means in practice: how much of every dollar of revenue you keep as operating profit. Higher margins signal that the business model is efficient and that there is room to grow without costs growing at the same rate.
What it means:
Your profit as a percentage of revenue, calculated before financing and accounting decisions. Higher margins in your sector mean a more efficient business. Buyers pay more for efficiency because it is harder to replicate than revenue growth. A business with 12% EBITDA margin is structurally more attractive than one with 6%, all else being equal.
In plain terms: EBITDA margin tells you how much profit the business generates for every dollar of revenue, before interest, tax, and depreciation. If your business earns $1 million EBITDA on $8 million revenue, the margin is 12.5%. This is compared to sector benchmarks to assess how well the business is run.
What they say:
Revenue visibility
What it means:
The degree to which your future revenue can be seen, contracted, or reliably predicted. A business with strong pipeline data, contracted forward work, or high customer retention scores better than one reliant on repeat purchasing that is assumed rather than documented.
What this means in practice: documented forward revenue — by stage, value, and probability. PE buyers use pipeline data to underwrite the earnings for the twelve months after they acquire. If you cannot produce this data, they will build uncertainty into the offer.
In plain terms: Revenue visibility means being able to show, with evidence, what revenue is likely to occur in the coming months or year. Contracted work, recurring purchase orders, and documented customer relationships all contribute to visibility. Assumed repeat business that is not captured in any system is much harder to underwrite.
What they say:
Barriers to entry
What it means:
What stops a competitor from taking your customers tomorrow? Could be relationships, proprietary capability, geographic advantage, or switching cost. The stronger the answer, the higher the multiple. If the answer is unclear, buyers model a higher risk of customer attrition.
What they say:
Management team
What it means:
The leadership capability below the founder. PE buyers need a team that can run operations, manage customer relationships, and implement change without the founder present. A business where all of this sits with the owner is a different risk profile — and a different deal structure.
What they say:
Growth runway
What it means:
The credible opportunity to grow the business beyond its current position. Geographic expansion, new customer segments, product extension, or acquisition opportunity. They are buying the future, not just the present — and they need to believe the growth story is plausible.
What they say:
Operating leverage
What it means:
The ability to grow revenue without proportionally growing costs. A business where margin improves as scale increases is worth more than one where costs grow in line with revenue. This is a key driver of return for PE buyers in the hold period.
This is usually where things get misread.
Founders assume PE buyers are evaluating the business the same way they do. They are not. If you want to understand how your business scores against the criteria that determine the offer, that conversation is worth having early.
→ Discuss your situationMost founders misjudge valuation. Get clarity in minutes using a structured commercial model built from 25 years of P&L accountability across industrial and distribution businesses.
Start valuation →The gap between what a business does and what it can demonstrate is where value gets lost. If you want to understand what that gap looks like in your business, it's worth talking through.
→ Discuss your situationA commercial refrigeration services business was approached by two private equity groups simultaneously. Both offered similar headline valuations based on sector benchmarks. The business had $2.8 million in EBITDA, 340 active service accounts, and had been operating for fourteen years.
What this means in practice: the valuation a PE buyer arrives at reflects everything they have learned about your business, benchmarked against others in your sector. Your preparation determines whether that number is higher or lower.
When due diligence started, the first buyer found that 70% of the service revenue was informal — repeat customers with no contracts, pricing agreed verbally, and no documented service history. The EBITDA looked right but the quality was low. The revenue could not be underwritten because there was no visible forward commitment from customers.
What this means in practice: a parallel workstream of financial, legal, commercial, and operational review. The businesses that survive it with their valuation intact are the ones that were prepared — not the ones that hoped it would be less thorough.
The same financial data but weighted differently: 340 active service accounts with an average tenure of 8.3 years, a documented parts and service process, and a team that could operate the service function without the founder. They saw a platform they could grow by adding similar businesses. The informal relationships were still present — but the tenure data gave them confidence in the revenue sustainability.
The first deal restructured significantly toward earn-out — the buyer could not underwrite the revenue without visible commitments. The second deal completed at the headline multiple with minimal earn-out. Same financial performance, two completely different assessments of business quality. The difference was the availability of data that made what was there legible to an outside party.
What this means for you:
Is the pricing structure documented, rational, and consistently applied? Or is it relationship-dependent and invisible to anyone outside the owner? PE buyers want pricing they can understand, defend, and eventually improve.
Can you demonstrate what it costs to deliver each product or service? A business that knows its cost structure and can prove it is demonstrably less risky than one that cannot. Lower risk commands a higher multiple.
Where is growth coming from? What proportion of revenue is from your best customers and most profitable products? PE buyers model the forward earnings trajectory — and they need to believe the growth story is real and defensible.
Is the cost base structured to support growth, or has it grown organically in ways that are hard to explain? Overhead clarity is a signal of management quality — and buyers pay for management quality.
PE buyers make decisions based on evidence. How you present the evidence about your business is as important as the underlying quality of what you have built.
The businesses that achieve the best outcomes in PE processes are not necessarily the ones with the best metrics. They are the ones where the metrics are presented clearly, supported by reliable data, and connected to a credible story about how the business will perform going forward.
That presentation starts with financial information — but includes customer data (tenure, spend history, product breadth), operational information (how the business runs, who makes decisions, what the team is capable of), and forward-looking information (pipeline, contracted revenue, growth opportunities).
In plain terms: Pipeline — the forward view of revenue — is used by buyers to underwrite the earnings they are paying for. A business that can show documented pipeline data is making a credible claim about future performance. One that cannot is relying on the buyer's assumption that history will repeat.
Buyers are building a model of the future. The information you provide either supports that model or creates uncertainty. Uncertainty is always discounted. Clarity commands a premium.
What this means for you:
Not necessarily. A stable, profitable business in a fragmented market can be highly attractive as a platform asset — particularly if it has strong market position and clear growth runway that the buyer believes they can activate. The business does not need to be growing today; it needs to have a credible path to growth.
Very. A business where the entire leadership sits with the founder is a risk the buyer prices into the deal structure — through earn-out, extended retention requirements, or reduced upfront cash. Demonstrating that you have a capable team who can manage without you directly affects both the price and how you exit.
Yes. They develop conviction about specific sectors and build systematically. Industrial distribution, manufacturing, building materials, commercial services, and healthcare-adjacent businesses have all seen strong PE interest in Australia over the past decade. If your sector has seen consolidation activity, you are already on their radar.
At minimum, three years of financial statements, current management accounts, a debtor listing, an inventory summary, and any customer contracts or agreements. They will also want information about pipeline, operational processes, and the management team. The more organised this is before they ask, the stronger the impression it creates.
Usually for a defined period — twelve to twenty-four months — to transition customers, knowledge, and relationships. The length and structure of that arrangement is a negotiating point. The more prepared the business and team are to operate without you, the more leverage you have over the terms of your exit.
The credible opportunity to increase the value of the business beyond where it is at acquisition — through adding customers, acquiring competitors, extending into new products, or improving margins. They want to see that the business has room to grow and that the plan is plausible based on evidence.
Because they are deploying significant capital and are accountable to their investors for the return. Due diligence is their process for verifying that what they are buying matches what they have been told. Every claim about the business is tested. Understanding this helps you prepare the evidence before it is requested under time pressure.
A platform is the first business a PE firm buys in a sector — it becomes the base for adding further acquisitions. A bolt-on is an additional acquisition added to the platform. Platform businesses typically receive a higher multiple because the buyer sees them as foundational to a larger strategy. Understanding which role they see your business playing affects how you position in a negotiation.
If you want to work this through yourself
→ Run the diagnosticIf you’d rather get a clear view quickly
→ Discuss your situationIf you’re already being approached or thinking about a sale
→ Before You Say YesWhat do private equity firms look for in a business?
They look for recurring revenue, defensible market position, a management team that can operate without the founder, EBITDA margins that are above sector average, and a clear path to growth. The combination of these factors determines both the multiple offered and the deal structure.
How can I increase EBITDA before selling?
Focus on pricing discipline, cost-to-serve clarity, and working capital efficiency. Pricing is the highest-leverage activity — a 2% improvement in gross margin on a $20m revenue business adds $400,000 to EBITDA. At 6x, that is $2.4 million in enterprise value.
What is revenue quality and why does it matter?
Revenue quality refers to how repeatable, contracted, and diverse your income base is. Contracted or recurring revenue scores higher than transactional revenue. Customer diversification reduces the risk premium applied to the earnings. Higher quality revenue justifies a higher multiple.
When should I sell my business?
When the business is performing well, the team can run without you, the financial reporting is clean, and you have had time to close the gaps that would surface in due diligence. Selling from strength produces better outcomes than selling under pressure or during a period of underperformance.
Does my business need to be growing to interest PE?
Not necessarily. A stable, profitable business in a fragmented market is attractive as a platform for consolidation. What matters is the quality of the earnings, the defensibility of the position, and the credibility of the growth thesis — not just the current growth rate.
Built by an operator who has scaled and exited businesses across private equity, listed and private environments. View track record →
Built on real operating and private equity metrics — not generic multiples.
Used by founders and operators preparing for growth, capital or exit.
Start valuation →See also: Commercial Engine · EBITDA Valuation Tool
This perspective is based on operating and scaling businesses across manufacturing, distribution and industrial sectors, including private equity-backed environments.