Profit Is a Number. Value Is a Story.
When most business owners think about selling their company or bringing on an investor, they focus on one thing: profit.
It makes sense. Profit is clean. It's measurable. It's usually right there on the P&L statement.
But when it comes to building a business someone would want to invest in, profit is only part of the equation. While profit tells you what your business has done, value tells an investor what your business can become.
And value? That’s where the story comes in.
Profit Says You’re Making Money. Value Says You’re Worth Investing In.
Two businesses with the same net income can sell for wildly different amounts.
Why? Because investors aren’t just interested your numbers. They’re investing the potential of what your business can do in the right hands.
That potential is shaped by:
Your customer loyalty
Your market position
Your growth runway
Your team
Your systems
Your brand reputation
What Story Is Your Business Telling?
If you’re looking to increase your company’s value, whether for an eventual exit, investment, or just smart planning, you need to ask:
Does my business run without me?
Is my revenue repeatable or project-based?
Are my processes documented and scalable?
Do we have a strong brand people trust?
Are we growing sustainably or just staying busy?
These questions help shape the narrative investors and buyers are paying attention to.
Because your profit might impress them, but your story convinces them.
Numbers Get You in the Room. The Story Closes the Deal.
Let’s say your business makes $500,000 in profit each year. That might suggest a certain valuation.
But now imagine this:
Your company has a loyal team with minimal turnover
Your processes are turnkey and documented
You have strong online reviews and brand recognition
You’re positioned in a niche market with clear expansion opportunities
60% of your revenue is recurring
Suddenly, that same $500k in profit becomes far more valuable because the risk is lower, and the upside is higher.
You’ve turned a number into a narrative.
The Most Valuable Businesses Tell a Clear, Confident Story
You don’t need to be a marketing genius to position your business for value. But you do need clarity on these three things:
1. Where You've Been
How did the business start?
What problems has it solved?
What milestones have you hit?
2. Where You Are Now
What’s working well?
What’s unique about your model, team, or customer base?
3. Where This Business Could Go
What’s the untapped potential?
What would a new owner or partner gain access to?
What’s next—with the right support?
When you can communicate that story clearly, with data to support it, you don’t just have a profitable business. You have a valuable one.
Profit is essential, but it’s not the whole picture.
If you want to sell, grow, or bring in the right kind of partner, you need to build a story that investors believe in.
When someone invests in your business, they’re not just investing in what it is. They’re investing in what it could be.
Need Help Telling the Right Story?
Venture Investments partners with small business owners to position their businesses for growth, investment, and successful exits. If you're wondering what your business is really worth, and how to increase that value, we’d love to hear your story.