Your business isn’t unique. Sorry. You have things that make you special for sure, but the market will compare you against other businesses that are like you. What you want to understand is what the market thinks of businesses like yours.

What do they like about them?
What don’t they like about them?
How do they value them?
How do you compare against your competitors?

And the more you can learn about how others look at your business the more you can think about what you need to do to it to maximize its value.

Maximizing value isn’t necessarily about exit, it is about creating options. If you increase the attractiveness for investors, then you have options around debt and equity to help you fund growth when the timing is appropriate. And if your value is maximized then the less you need to give away.

So, your goal with the business should be to maximize the value of the enterprise; this is Enterprise Value.