In a sale
What it changes in a sale
The second bite is paid when the buyer sells the business again, on the stake the founder kept. With a capable buyer it can exceed the first sale; with the wrong one it can be worth nothing. That range is why the size of the roll, and the choice of buyer, matter more than the promise of a second sale.
Where it comes up
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In the articles
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The Go-To-Market Analysis (GTMA) builds the file a buyer would build on your business, before a buyer does.