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Second Look Audit

Independent scores for small online businesses already for sale. We read the fine print so you can decide with a clear head.

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Library

A short shelf for the person doing the buying.

Books we would hand someone before a first acquisition or a first month as owner. The notes are ours. The links go to Amazon.

AllAcquisitionsOperatorsResearch
CardsTable
  • Cover of Built to Sell

    Acquisitions

    Built to Sell

    A short argument for making a company less dependent on the founder. That is the question hiding inside a lot of small online listings: if the seller leaves, does the profit stay.

    View on Amazon (opens in a new tab)

  • Cover of Buy Then Build

    Acquisitions

    Buy Then Build

    Written for people who want to own a company that already sells something. Read it as a way to think about deal flow and the first months as owner, then come back to our score for the price and the concentration.

    View on Amazon (opens in a new tab)

  • Cover of Buying a Business That Makes You Rich

    Acquisitions

    Buying a Business That Makes You Rich

    A practical walk through the whole purchase: finding a company, valuing it, negotiating and closing. Good to read before your first offer, then keep beside our score when you compare a price with the earnings behind it.

    View on Amazon (opens in a new tab)

  • Cover of HBR Guide to Buying a Small Business

    Acquisitions

    HBR Guide to Buying a Small Business

    A plain introduction to buying an existing company instead of starting one. Useful before you read a listing, because it walks through what to ask about earnings and what you would actually do after the close.

    View on Amazon (opens in a new tab)

  • Cover of Never Split the Difference

    Acquisitions

    Never Split the Difference

    Negotiation notes for the call with a seller or a broker. It will not tell you whether the multiple is fair. Our rubric is for that. This is for the conversation.

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  • Cover of Search Funds & Entrepreneurial Acquisitions

    Acquisitions

    Search Funds & Entrepreneurial Acquisitions

    Explains how people raise money to buy one company and then run it. Even if you never raise outside capital, the chapters on sourcing, diligence and the first year as owner are worth the read.

    View on Amazon (opens in a new tab)

  • Cover of $100M Offers

    Operators

    $100M Offers

    About the offer itself: who it is for, and why the price is believable. Useful when a listing's profit depends on one promotion that may not repeat.

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  • Cover of Buy Back Your Time

    Operators

    Buy Back Your Time

    About getting the owner out of the day-to-day tasks that eat the week. Relevant if the business you are looking at depends on one person doing everything, which our score flags as a risk.

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  • Cover of Clockwork

    Operators

    Clockwork

    A short book on building a business that runs without constant owner attention, through clear roles and processes. A useful lens for the first months after a purchase.

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  • Cover of Company of One

    Operators

    Company of One

    For buyers who do not want to hire a team just because the listing says the business can scale. It is a check on growth plans that assume headcount.

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  • Cover of Profit First

    Operators

    Profit First

    A cash habit, not a valuation method. Helpful after you buy, when marketplace payouts and ad bills arrive on different days. It does not replace the multiple on our score.

    View on Amazon (opens in a new tab)

  • Cover of The E-Myth Revisited

    Operators

    The E-Myth Revisited

    Old, and still the cleanest warning that a business can be a job with a logo. Pair it with the track-record and hours figures on a listing.

    View on Amazon (opens in a new tab)

  • Cover of The Personal MBA

    Operators

    The Personal MBA

    A survey of the words sellers use: margin, lifetime value, working capital. Handy if this is your first acquisition and the data room is full of jargon.

    View on Amazon (opens in a new tab)

  • Cover of Traction

    Operators

    Traction

    An operating system for a company that has outgrown a single inbox. Relevant once a listing shows a team, a set of contractors, or a process that only the founder remembers.

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  • Cover of Business Valuation For Dummies

    Research

    Business Valuation For Dummies

    The gentlest introduction to how a business gets a price. It covers earnings multiples, discounted cash flow and asset methods, which makes it a good companion when a listing quotes a multiple and you want to know what sits behind it.

    View on Amazon (opens in a new tab)

  • Cover of Lean Analytics

    Research

    Lean Analytics

    A guide to choosing the few numbers that tell you whether a small business is healthy, and to spotting vanity metrics. Handy when you are asking a seller which figures they actually track.

    View on Amazon (opens in a new tab)

  • Cover of The Lean Startup

    Research

    The Lean Startup

    A reminder to test a change before you rebuild the store you just bought. The score is about the business as it is. This book is about the experiments you run after closing.

    View on Amazon (opens in a new tab)

  • Cover of The Mom Test

    Research

    The Mom Test

    How to ask customers what they do, instead of whether they like the idea. Use it when a listing's growth plan depends on a new product the seller has not sold yet.

    View on Amazon (opens in a new tab)

  • Cover of Valuation: Measuring and Managing the Value of Companies

    Research

    Valuation: Measuring and Managing the Value of Companies

    The standard reference from McKinsey on how value is created and measured. It is heavy going and aimed at larger companies, so treat it as a book to dip into once you want to check the logic behind a number.

    View on Amazon (opens in a new tab)

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