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Develop your venture for its strategic value - By Tom McKaskill

More and more entrepreneurs are recognizing that the real value in an enterprise comes from its value to an acquirer rather than its profitability. They are also seeing that strategic value can be created easier and faster than conventional value based on their own inherent future profitability.

Develop your venture for its strategic value - By Tom McKaskill 8 June 2011 More and more entrepreneurs are recognizing that the real value in an enterprise comes from its value to an acquirer rather than its profitability. They are also seeing that strategic value can be created easier and faster than conventional value based on their own inherent future profitability. Also, if they can avoid the risks of developing the organisation beyond a limited size, they avoid the risks of growing the enterprise, often the cause of business failure. As many entrepreneurs don’t have the experience, capability or funds to fuel a growth oriented strategy, a strategic value objective makes good sense.

However, while strategic value might be an objective, it requires a very clever strategy to be successful. It is not enough to create a product or service and hope someone will come along and buy the business. A good product doesn’t necessarily create strategic value.
Strategic value is only created when an acquirer buys a product or service which they can exploit on a large scale. That being the case, there are a number of essential attributes which the underlying product or service must have.

The first requirement is that it must offer the acquirer a significant competitive advantage in the acquirer’s marketplace. If a product or service can be readily copied there is only limited benefit to the acquirer. At the same time, if there are close alternatives or substitutes, the competitive advantages are weak and the asset or service is worth little to the acquirer as they would fail to generate significant gains from it.

The product or service really needs to target a complex or serious problem which will create significant market demand. This is what I call the ‘compelling need to buy’. A vendor who can satisfy this condition and has a competitive advantage can charge a premium price but also achieve short sales cycles. This type of situation fuels very high growth.

One of the key requirements is scalability or rapid replication. The highest strategic value premiums will go to those products or services which the acquirer can roll out or deploy rapidly. This is perhaps why standard internet, software and computer hardware based products have generated such high price multiples in recent acquisitions.

Of course, you also have to be in a marketplace where there are large corporations willing and able to undertake strategic acquisitions. They need to have very large customer bases or distribution channels and be able to easily take advantage of the acquisition. As a rule of thumb, the strategic value in an acquisition is thought to be equal to a two year payback on the acquisition investment. This is where scalability and rapid deployment garners the highest strategic premiums.

Entrepreneurs who set out to create strategic premiums use these criteria to examine large corporations in their industry to identify products and services which fit well with the marketplace of the best acquirers. They understand the acquisition criteria of these corporations and set out to conform to those requirements. But they don’t wait to be invited to the dance, they take the initiative to build relationships in advance to confirm their strategy and set up the final exit deal.

You can only be successful in a strategic value exit if you have laid the ground work. That is, you have identified the potential acquirers, built your relationships with them, confirmed their needs and that they have the capability to exploit the strategic asset, ascertained their willingness to acquire smaller ventures or IP, assembled your deal team and prepared yourself for due diligence. While this may seem daunting, this does not happen overnight and therefore there is usually plenty of time to put this strategy in place.

There is an alternative of course. You could build a business on the back of the expertise or IP you create. Of course, that also means you have to build the capacity and capability to exploit it. Few entrepreneurs have the necessary knowledge, networks, funding and experience to do so. When you review the rates of failure, the chances of being able to exploit a business opportunity are in fact very slim. However, the chances of developing some expertise or IP which someone else can exploit are often very good. Furthermore, the rewards are often much greater and the timescales are usually considerably less. You should also not overlook the fact that it is much easier to raise angel or venture capital if you can show a robust and achievable high value exit.

You only have to review the acquisitions made by the likes of Cisco, Yahoo, Google, Oracle, IBM and HP to see that these deals are occurring all the time and often for significant values.
 

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