Make the First Impression Count
Buyers reviewing a marketplace may look through many opportunities before deciding which ones deserve closer attention. Your listing therefore needs to communicate the essential facts quickly while giving the buyer a reason to continue reading.
Avoid filling the opening section with vague claims such as "amazing opportunity" or "guaranteed growth". Specific information is more persuasive. Explain what the business does, who it serves, how it makes money and why the opportunity may be attractive.
Write a Clear Headline
The headline should tell buyers what they are looking at without requiring them to guess. Include the business type, sector or most important commercial characteristic where appropriate.
For example, a headline such as "Established B2B SaaS Business With Recurring Revenue" communicates considerably more than "Fantastic Online Business for Sale".
Describe the Business Clearly
The main description should give a concise but useful overview of the business. Explain the products or services, target customers, business model and current position in the market.
Useful information can include:
- What the business sells.
- Who the customers are.
- How customers find and buy from the business.
- How revenue is generated.
- How long the business has operated.
- Where the business operates.
- Whether the business can operate remotely.
- The main competitive advantages.
Present the Financial Picture
Financial information is one of the areas most likely to influence buyer interest. Present figures consistently and make it clear what period they cover.
Depending on the type of business and the information you are comfortable disclosing publicly, relevant figures may include revenue, profit, recurring revenue, customer numbers, average order value or website traffic.
Do not exaggerate figures. Buyers may request supporting documentation during due diligence, and inconsistencies can undermine confidence in the entire transaction.
Explain What Is Included
A buyer should be able to understand what they are potentially acquiring. List the principal assets included in the transaction rather than leaving the scope of the sale unclear.
- Website and domain names.
- Software or applications.
- Intellectual property.
- Branding and trademarks where applicable.
- Social media accounts.
- Equipment or physical assets.
- Inventory where applicable.
- Customer or subscriber relationships, subject to applicable law.
- Supplier relationships and transferable agreements where applicable.
Show the Growth Opportunity
Buyers are not only interested in what a business has achieved. They may also want to understand what could happen after acquisition.
Identify realistic opportunities such as entering new markets, improving marketing, introducing additional products, increasing recurring revenue, improving conversion rates or expanding distribution.
Keep these opportunities evidence-based. A credible explanation of untapped potential is more useful than unsupported projections.
Protect Confidential Information
A public listing should provide enough information to generate genuine interest without unnecessarily exposing sensitive business information.
Avoid publishing passwords, customer identities, commercially sensitive contracts, proprietary source code or other information that should only be disclosed to a qualified buyer.
Sensitive information can be shared later in the process where appropriate, potentially after confidentiality arrangements are in place.
Common Listing Mistakes
- Using a vague or misleading headline.
- Providing no meaningful financial information.
- Making unsupported claims about future growth.
- Leaving the reason for sale unclear when it can appropriately be explained.
- Using poor-quality images or screenshots.
- Failing to explain what assets are included.
- Publishing confidential information unnecessarily.
- Allowing outdated information to remain in the listing.
- Ignoring enquiries from potentially serious buyers.
Listing Checklist
Before publishing, check that your listing answers these questions:
- What does the business do?
- Who are its customers?
- How does it make money?
- How long has it operated?
- What are the key financial indicators?
- What assets are included?
- What makes the opportunity attractive?
- What growth opportunities exist?
- What information should remain confidential?
- How can an interested buyer make contact?
Final Thoughts
Think of your listing as the opening stage of the sales process. Its job is not to complete the transaction on the page. Its job is to attract appropriate buyers, establish credibility and create enough interest for a meaningful conversation.
Keep the information accurate, structured and easy to understand. Update the listing when important circumstances change, and be prepared to substantiate the information you publish during the later stages of a transaction.