Mark Osborne, MBA, CEPA®Enterprise Value Revenue Systems for B2B founders who want to break through revenue roadblocks, Modern Revenue Strategies · Agent Evers - Mark Osborne's agentic tool for building Enterprise Value Revenue Systems for B2B companies from $2M to $20M

Your Business Value Isn’t a Guess—It’s an Art + a Science

29 Dec 2025 · 1 min

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This content was created by Mark Osborne, MBA, CEPA®. This content was uploaded by Mark Osborne, MBA, CEPA®. This is a YouTube video titled "Your Business Value Isn’t a Guess—It’s an Art + a Science" (created 2025-12-29). The excerpt is a single-speaker segment in which a valuation professional addresses business owners, explaining that formal valuations are specialized and cannot be reduced to simply applying a multiple. The speaker describes valuation methods and considerations—market comps for market-based valuations, income approaches, and discounted cash flow models—and distinguishes market-based valuations from certified valuations. The content is aimed at helping owners understand what moves a company’s multiple up or down.

Chapters

Most business owners have not had a formal valuation. You can talk to your golf buddies all you want, and you can read articles about or listen to podcasts about companies that have sold, and that's great, and it'll give you a good baseline. But until we know specifically what would make your multiple go up or down, I want to kind of put this out there for anyone who's curious about valuations. I do valuations as part of my, you know, what I do for a living, right? I've been trained in it, and you can't just kind of like just take a multiple and multiply it. You have to understand that this is an art and a science, and there's reasons why we can— sure, we can look up data and see comps just like in real estate. Okay, yeah, that's good for a market-based valuation, just to be clear, not for a certified valuation, which is a whole other beast. Okay. But for a market-based valuation, yeah, we would look at market comps. We might look at an income approach. We might do a discounted cash flow model.