GTMA
Go-To-Market Analysis
FNDRS's fixed-scope engagement delivering the deal workbook and the deal scenarios calculator.
In a sale
What it changes in a sale
The GTMA builds the file a buyer's deal team would build on the business, before any buyer sees it. It is designed to show adjusted EBITDA with every add-back tested, where the business sits in its valuation range, the yellow and red flags a buyer would raise, and how different deal structures change the founder's total proceeds. What the founder does with the findings is their decision.
Where it comes up
Read it in context
In the articles
In The FNDRS Playbook
- PB04 The six value driversBuyers are pricing risk. Six things move it.
- PB08 The buyer lens scorecardThis is what a buyer’s first internal memo says about you.
- PB24 The inbound offer testAn unsolicited offer is information. Treat it that way.
- PB19 The three numbersWhat you need. What the market pays. What you keep.
- PB20 The exit timing windowThe exit date is the one input everything else is solved for.
- PB21 The sell, build, or hold decision treeThree questions, three honest answers.
See the terms with your own numbers
The Go-To-Market Analysis (GTMA) builds the file a buyer would build on your business, before a buyer does.