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In the end anyone who is buying a web site is making an investment. The criteria when making an investment is ROI.
The riskier the investment the higher the potential ROI needs to be. You would want a higher interest rate if you invested in second mortgages than you would if you invested in first mortgages.
So the first thing you have to do is figure out the buyers return on investment criteria. It wouldn't hurt to ask him/her. Then project your income (revenue minus expenses) over then next 12 months.
If the buyer is looking for a 10% ROI then the value of the investment to him is 10 times the projected 12 month income. If he is looking for a 20% ROI then the value of the investment is 5 times the projected income etc.
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