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The Winning LOI [Vol. 2, Issue 11, No. 14]


This is Issue #14 of The Winning LOI, the Axial newsletter that anonymously reveals small business M&A valuation data and certain key deal terms associated with winning LOIs.

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Sponsorship inquiries: [email protected]

In this issue, we dive into the M&A valuation data and key LOI deal terms of an established Marketing Services Provider. The company provides print, signage, apparel and related graphic products and services.

The business reported a revenue range of $10.5M – $11M and an EBITDA range of $1.5M- $1.75M in 2021 when the deal went to market confidentially via Axial in Q2 of 2022. The exclusivity term was 90 days, with the deal ultimately closing 80 days after the winning LOI was executed.

Below is a breakdown of Marketing Services M&A activity on Axial over the last 12 months.

Looking to exit in Marketing Services? Meet vetted advisors who can help.

See below for Winning LOI #14’s anonymized data ⬇️

The Deal
Deal TypeChange of Control
Revenue Range (2021)$10.5M - $11M
EBITDA Range (2021)$1.5M - $1.75M
EBITDA Margin Range12% - 15%
Key IndustriesMarketing Services
In-Market DateQ2 2022

Axial Deal Data
# of Pursuits*25
Deal Pursuit Rate*5.94%
Winning LOI Pursuit to LOI Executed85 Days
Winning LOI Executed to Deal Closed80 Days

Total Enterprise Value Range$7M - $7.5M
EBITDA Multiple Range (2021) 4.5x - 5x
Exclusivity90 Days
➡️ Cash90% of TEV
➡️ Seller Note10% of TEV
➡️ Earnout

Axial Sell-Side Member Data
Member TypeM&A Advisory Firm
Total Deals Marketed on Axial92
Average Annual Deals Marketed10
Average Revenue of Deals$21,206,765
Average EBITDA of Deals$2,556,081

Axial Buyside Member Data
Member TypeHolding Company
Number of Acquisitions1
Buyside Pursuit Rate*23.05%
Buyer Responsiveness Rate*96.75%


*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.

*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 throughout an entire Axial membership term, divided by the total number of deals sourced during the same timeframe.

*Buyside Responsiveness Rate: The buyside “Responsiveness Rate” is defined as the rate at which a member responds to teaser shares within 5 days. The calculation initiates when a member has a minimum of 10 teasers and is calculated based on the member’s last 100 teasers received.

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.

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