Every business owner wonders it at some point — usually after a strong quarter, a new opportunity, or a late-night conversation about “what’s next.”
What’s my business actually worth?
It’s a simple question — but the answer isn’t always straightforward.
That’s where an Opinion of Value (OOV) comes in.
What Is an Opinion of Value?
An Opinion of Value is a professional estimate of what your business might sell for in today’s market.
It’s not a formal appraisal or a full valuation — it’s a clear, data-driven snapshot that helps you understand where your business stands and what drives its worth.
At Portage, our OOV bridges the gap between gut feel and hard data. It’s built to give owners practical insight without the complexity or cost of a full valuation — so you can make confident, informed decisions about your next steps.
Why an Opinion of Value Matters
Whether you’re thinking about selling soon or simply planning ahead, an OOV gives you three powerful advantages:
Clarity. See how the market would likely view your business today — grounded in real transactions, industry benchmarks, and your company’s financial performance.
Control. Knowing your value puts you in the driver’s seat. You can make strategic improvements, negotiate with confidence, and plan your timing on your own terms.
Confidence. Selling a business is emotional. An OOV removes the guesswork so you can move forward based on facts, not assumptions.
What’s Included in an Opinion of Value
Our process looks well beyond the numbers — because value isn’t just about EBITDA, it’s about transferability, opportunity, and story.
We assess:
- Financial performance and trends
- Industry outlook and market demand
- Competitive positioning
- Owner dependency and operational structure
- Growth potential and risk factors
The result is a concise, easy-to-understand report that explains both the what and the why behind your business’s value range.
When to Get One
Many owners think about valuation only when they’re ready to sell.
The truth? The best time to get an Opinion of Value is before you’re ready.
Early clarity lets you identify areas that may be holding value back — and gives you time to fix them. A proactive assessment today can translate into real dollars when the time comes to sell.
An Opinion of Value isn’t just about the price tag — it’s about preparation, perspective, and peace of mind.
If you’re starting to think about the next chapter for your business, an Opinion of Value is a smart first step. Let’s connect — we’d be happy to walk you through how we approach it at Portage.
Jim Friesen, MBA, CPA, CM&AA
Founder
