Understanding the Types of Business Buyers: Strategic vs. Financial Buyers

Jul 4, 2024

At Denver Business Coach, we specialize in exit planning and growing business value. When selling a business, particularly one with an EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) under $10 million, understanding the different types of buyers you might encounter is not just important but crucial. The two main types of business buyers are Strategic Buyers and Financial Buyers. Each has distinct motivations, interests, and criteria they look for in a potential acquisition. This article will not only help you understand the differences between these buyers but also empower you with the knowledge of what they are interested in and not interested in, ensuring you are well informed and prepared for the sale.

What is a Strategic Buyer?

Definition and Motivation

The first type of business buyers we’ll look at is the Strategic Buyer. A Strategic Buyer is typically a company already operating in the same industry as the business for sale. Their primary motivation is to find synergies that will allow them to enhance their own operations. They are looking to achieve specific strategic goals such as:

  • Expanding their product line or services
  • Entering new geographic markets
  • Acquiring new technologies or intellectual property
  • Gaining a competitive edge by eliminating a competitor


What Strategic Buyers Are Interested In

  • Synergies: Strategic buyers look for businesses that will fit seamlessly into their existing operations, creating efficiencies and cost savings.
  • Market Share: They are often interested in companies that can help them increase their market share quickly.
  • Complementary Products or Services: A business that offers products or services that complement the buyer’s existing offerings is highly attractive.
  • Customer Base: Access to a new customer base can be a significant factor for strategic buyers. They value businesses that have loyal customers or access to new demographics.

What Strategic Buyers Are Not Interested In

  • Non-Core Businesses: If your business doesn’t fit well with the buyer’s core operations, they might not be interested.
  • Overlapping Operations: If the acquisition leads to redundant operations, it might be less appealing unless the buyer wants to eliminate competition.
  • High Integration Costs: Businesses that require substantial effort and cost to integrate may be less attractive.

What is a Financial Buyer?

Definition and Motivation

A different type of business buyer is a Financial Buyer. A Financial Buyer could be an investment company, such as a private equity (PE) firm, a venture capital (VC) firm, or an individual investor. Their primary motivation is to generate a return on their investment, often by buying, improving, and eventually selling the business for a profit. Their focus is on the company’s financial performance and potential rather than strategic fit.

What Financial Buyers Are Interested In

  • Financial Performance: They focus heavily on the financial health and historical performance of the business.
  • Growth Potential: Businesses with solid growth potential, either through market expansion, new product lines, or operational improvements, are very attractive.
  • Management Team: This is a capable and experienced team of people and is a critical factor for financial buyers as they often rely on existing management to run the business post-acquisition.
  • Cash Flow: Consistent and predictable cash flow is highly valued as it gives the buyer a clear picture of future profitability.
  • Scalability: Financial buyers look for businesses that can be scaled up, either through increased production, expanded services, or broader market reach.

What Financial Buyers Are Not Interested In

  • Non-Profitable Businesses: Financial buyers typically avoid businesses that are not currently profitable or have a poor financial track record.
  • High Risk: Companies with unstable cash flows, significant debt, or uncertain market positions are less attractive.
  • Lack of Exit Strategy: If it’s unclear how they will eventually sell the business at a profit, financial buyers may not be interested.

Key Differences Between Strategic and Financial Buyers


  • Strategic Buyers: Seek to enhance their own business operations through synergies and strategic advantages.
  • Financial Buyers: Aim to generate a return on investment by improving the business and selling it for a profit.

Evaluation Criteria

  • Strategic Buyers: Focus on how the acquisition fits their existing business, looking at market share, customer base, and operational synergies.
  • Financial Buyers: Concentrate on financial metrics, growth potential, and the strength of the management team.


  • Strategic Buyers: Often plan to integrate the acquired business into their existing operations, which can involve significant changes.
  • Financial Buyers: May keep the business operating independently, focusing on improvements and financial performance without major integration.

Time Horizon

  • Strategic Buyers: Usually have a long-term perspective, intending to keep the business as part of their operations indefinitely.
  • Financial Buyers: Typically have a medium-term horizon, aiming to sell the business within a few years after improving its value.


At Denver Business Coach, we understand that selling your business is a significant decision. Understanding the different types of business buyers, especially when it comes to a Strategic Buyer and a Financial Buyer is necessary in this process. Strategic Buyers seek synergies and benefits that align with their existing operations. In contrast, Financial Buyers are focused on the business’s financial health and growth potential, aiming to improve it and sell it for a profit.

When preparing your business for sale, it’s crucial to consider what type of business buyers would be most interested. Highlighting the aspects that appeal to each type of buyer can significantly increase your chances of a successful sale. Whether emphasizing synergies and strategic fit for a Strategic Buyer or showcasing financial performance and growth potential for a Financial Buyer, knowing your audience can make all the difference. This knowledge will not only reassure you but also empower you, putting you in control of the selling process.

At Denver Business Coach, we don’t just specialize in helping you understand these dynamics; we are here to guide you through every step and prepare your business for a successful exit. Our expertise in exit planning and growing business value ensures you are well-positioned to attract the right buyer and achieve your goals. With our support, you can navigate the selling process with confidence.