Discover Your Business Value: A Guide for Small Business Owners
- Peter Lopez
- Aug 25
- 4 min read
Updated: Sep 11
Welcome—A Company Built on Clarity, Not Confusion
If you’re a small business owner, you’ve probably heard the phrase, “Know your numbers.” At Decipher Your Value, we take that to heart—but we focus on the big number: What’s your business really worth? This blog post is for everyone who’s ever wondered what to expect from us—whether you’re just curious or starting your journey into truly understanding your business’s value.
Who’s Behind Decipher Your Value?
Decipher Your Value, a business valuation services company, was founded here in Los Angeles by Peter Lopez. Peter has worked as a business broker and performed more than 100 business valuations for owners in all kinds of industries—from bustling LA retail to manufacturers, and even a recycling company. Every conversation, every spreadsheet, and every valuation made it clear: most business owners aren’t looking for jargon or a sales pitch. They want the straight story. So, that’s what Decipher Your Value is all about—making business valuation practical, understandable, and genuinely useful.
Business Valuation Services & What Do We Actually Do
Demystifying Business Valuation
A lot of people think business valuation only matters if you’re about to sell. That’s simply not true. Knowing your value is a foundation for better decisions, safer planning, and—in all honesty—less stress. What we do at Decipher Your Value is break down the process and the numbers, make sense of the reports, and clear the fog so you can see where you stand. No guessing, no mystery, and no fluff.
Why Valuation Matters—Even If You’re Not Selling
Nearly 98% of small business owners don’t know the true value of their business, according to recent polls (source: CNBC; Guardian Life). While there’s a lot of talk online about selling at the “perfect moment,” the real-world benefits of a valuation are much broader:
Peace of mind: Knowing your business’s value lets you put a number to your hard work.
Planning ahead: Whether it’s succession, funding, insurance, or just growth, decisions get clearer.
Talking to lenders or partners: Real numbers—rooted in objective analysis—open doors and strengthen your negotiating power.
Setting realistic goals: Benchmarks based on actual data, not wishful thinking or hearsay.
What Makes Decipher Your Value Different?
A Practical, No-Nonsense Approach
There’s a lot of lingo in this industry: EBITDA, multiples, goodwill, discounted cash flow, market comps… it’s enough to make anyone’s eyes glaze over. Peter has spent years translating this world into real talk and real numbers. Expect straightforward explanations, examples you can relate to, and clear walk-throughs of every key step, whether you’re reading the blog or reviewing a valuation.
An Educational Focus
Our mission isn’t to dazzle you with complexity or corner you into a transaction. Instead, we’re here to:
Educate owners on the ins and outs of business value.
Answer the “why” behind the numbers, not just the “what.”
Keep information up-to-date with trends, regulations, and market data.
That means the content on this blog is designed to empower you—not push you toward any particular path.
Experience That Counts
With over 100 valuation analyses under his belt, Peter has seen a variety of diverse businesses—but more importantly, he’s had conversations with a hundred business owners, each bringing their own questions, perspectives, and concerns. That experience shapes everything Decipher Your Value shares and creates. Expect examples pulled from real situations (confidential, of course), explanations grounded in daily business reality, and recognition that ownership is never a one-size-fits-all journey.
Breaking Down What You Can Expect
1. Transparency
You won’t find complicated packages, secret formulas, or fine print. The approach is clear-cut, backed by accepted principles (think IRS, SBA, and key market standards).
2. Step-by-Step Education
If you’re wondering what to expect from the valuation process, you’ll get walked through each step—from gathering documents to understanding how projections work, to what a final report means in practice.
3. Plain Language
Reports and blog posts won’t leave you searching Google for definitions. Each concept, whether it’s working capital adjustments or market comps, gets explained using straightforward language and relatable examples.
4. Perspective for L.A. Business Owners
Los Angeles is a unique ecosystem—diverse, competitive, and ever-changing. Decipher Your Value keeps its content relevant to local trends, regulatory quirks, and real-life stories born in Southern California.
FAQs We Hear All the Time
“Isn’t valuation subjective?”
While no two valuations are identical, all professional analyses use consistent methods—market data, cash flow analysis, and recognized industry benchmarks. The goal here is objectivity, not guesswork.
“What info do I need to start thinking about my business’s value?”
Generally, it starts with your financial records (profit and loss statements, tax returns), a sense of your industry, and a clear picture of your operations. Our educational resources walk through exactly what’s needed and why.
“How often should I revisit my business valuation?”
Major changes (growth, new competition, shifts in the market, or personal exit planning) are good triggers for an update. Otherwise, even an annual review can provide peace of mind and sharper insight into your business’s direction.
What You Won’t Find Here
You won’t find miracle formulas, pushy pitches, or empty advice. The blog and educational resources exist to help you clarify, plan, and gain confidence in your business’s future—period.
Ready to Learn More?
Every article and resource on this blog is designed to give you one thing: knowledge. Whether you’re a coffee shop owner in Silverlake or an e-commerce startup in Santa Monica, you deserve clear, honest answers about what your business is worth. If you want to dig deeper into specific topics—like how valuations work, why they matter, or what documents help you get started—keep exploring the blog. It’s all coming, and we are always focused on empowering you with real, practical information.
Comments