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The Winning LOI [Vol. 2, Issue 1, No. 4]

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Welcome to Issue 4 of The Winning LOI, the Axial newsletter that shines a light on the key data attributes of winning LOIs in the land of Small Business M&A.

Sign up for the Winning LOI newsletter here. Have ideas? Email us at: [email protected].


In this issue, we dive into the M&A valuation data and key M&A deal terms for a branded niche e-commerce retailer. The vast majority of this business’ revenue and EBITDA was generated online, but the business also operates a single location retail shop in the southwestern United States. The business went to market in Q2 2021 and was generating $5.58M in revenue and $3.25M in TTM EBITDA at the time of the Winning LOI bid.


Disclosures: All data presented in The Winning LOI is anonymized to respect and protect the confidentiality of Axial members and their transactions. Data is provided to Axial by Axial members in accordance with the Axial Member Terms of Service. Axial has endeavored to present data accurately, but Axial does not and cannot fully verify the accuracy of the presented information. Information contained in The Winning LOI is for informational purposes only, and does not represent investment advice or recommendations of any kind.

Definitions: 

*Buyside Recommendation: Axial sell-side members receive a matching set of buyside members for every deal they manage via Axial. A buyside recommendation refers to a specific buyside Axial member who matches a particular deal.

*Recipient: A recipient is a buyside member who has been granted access by an Axial sell-side member to review a particular deal.

*Pursuit: Axial buyside members express initial interest in a deal by clicking “Pursue”, after which they can access and sign the NDA.

*Axial Closer: An “Axial Closer” is defined as any buyside or sell-side member firm who has a verified closed deal that was both marketed and sourced via Axial. 

*Deal Pursuit Rate: The deal “Pursuit Rate” is defined as the number of times a particular deal is pursued by unique buyside members (i.e. the buyer shows explicit interest in exploring the deal) divided by the total number of buy-side firms invited to evaluate the deal

*Buyside Pursuit Rate: The buyside “Pursuit Rate” is defined as the number of deals pursued by a particular buyer in a specific timeframe (in this case, within the last 90 days), divided by the total number of deals sourced during the same timeframe.

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