This is part 3 in a 4-email series about building a Sellable eCommerce brand.
If you haven't read the first two emails, check your inbox for the subject lines:
- Sellability: how attractive is your biz?
- Sellability: unlock ur growth potential
Sellability is building your business in a way that you could sell if you wanted to, even if you have no plans to sell at the moment.
Your brand's Sellability is based on 4 factors:
- Growth potential
We talked about Risk and Growth Potential in our last two emails.
So today, we'll cover Transferability.
Buyers are looking for a "clean" transaction.
Once the deal is closed and they own the business...
It should keep running like nothing happened.
The brand should keep producing revenue and keep growing...
Just like it was under your ownership.
For that to happen, all the assets of the business...
Must transfer to the new owner.
- Vendor relationships
- And more
So, you need to make sure all your agreements are set up properly and your assets are built the right way.
And they aren't voided by a change in ownership.
This might seem a little abstract so let's use a more concrete example.
If your eCommerce brand was built on the back of your "personal brand..."
I.e. your personal brand generates the majority of the revenue...
Your business will sell for a lot less than you hope.
This is because your personal brand will not transfer to the new owner when they buy (unless you agree to stay on in some capacity.)
What's the solution?
Start developing your eCommerce store's brand ASAP.
There are a lot of ways to do this, obviously.
Advertising, SEO, PR, Influencers, etc.
The key is to identify what channels will work best for you...
And which channels you need to tap right now.
This is why it's important to work with marketers who can help you with strategic recommendations...
As opposed to just working with media buyers who can only push buttons in an ads manager.
We–Raoul & Vincent–are the former.
We don't just run ads for our clients...
We're marketers first, and we serve our clients on a strategic level.
This is why our clients stick with us, often after being disillusioned by working with 2 or 3 agencies before us.
If you want more proof, consider this:
How many Google Ads agencies are sending you a four-part series on building a Sellable business?
Yeah, that's what we thought 😉
So, if you're looking to scale and take your eCommerce brand to the next level, let's talk.