Second Look Audit
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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
BookCategoryWhy we picked itPrice
Cover of Built to Sell
Built to Sell (opens in a new tab)
AcquisitionsA 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.—
Cover of Buy Then Build
Buy Then Build (opens in a new tab)
AcquisitionsWritten 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.—
Cover of Buying a Business That Makes You Rich
Buying a Business That Makes You Rich (opens in a new tab)
AcquisitionsA 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.—
Cover of HBR Guide to Buying a Small Business
HBR Guide to Buying a Small Business (opens in a new tab)
AcquisitionsA 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.—
Cover of Never Split the Difference
Never Split the Difference (opens in a new tab)
AcquisitionsNegotiation 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.—
Cover of Search Funds & Entrepreneurial Acquisitions
Search Funds & Entrepreneurial Acquisitions (opens in a new tab)
AcquisitionsExplains 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.—
Cover of $100M Offers
$100M Offers (opens in a new tab)
OperatorsAbout 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.—
Cover of Buy Back Your Time
Buy Back Your Time (opens in a new tab)
OperatorsAbout 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.—
Cover of Clockwork
Clockwork (opens in a new tab)
OperatorsA 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.—
Cover of Company of One
Company of One (opens in a new tab)
OperatorsFor 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.—
Cover of Profit First
Profit First (opens in a new tab)
OperatorsA 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.—
Cover of The E-Myth Revisited
The E-Myth Revisited (opens in a new tab)
OperatorsOld, 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.—
Cover of The Personal MBA
The Personal MBA (opens in a new tab)
OperatorsA 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.—
Cover of Traction
Traction (opens in a new tab)
OperatorsAn 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.—
Cover of Business Valuation For Dummies
Business Valuation For Dummies (opens in a new tab)
ResearchThe 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.—
Cover of Lean Analytics
Lean Analytics (opens in a new tab)
ResearchA 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.—
Cover of The Lean Startup
The Lean Startup (opens in a new tab)
ResearchA 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.—
Cover of The Mom Test
The Mom Test (opens in a new tab)
ResearchHow 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.—
Cover of Valuation: Measuring and Managing the Value of Companies
Valuation: Measuring and Managing the Value of Companies (opens in a new tab)
ResearchThe 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.—

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