BizSugar.com › Startups › Startup Professionals Musings: 10 Goodwill Elements To Raise Your Business Valuation

Valuing a business based on assets and financial performance is a well-understood process, but every investor knows the real value goes well beyond these parameters, either higher or lower. The key elements of leadership in a company, both individual and organizational, are less tangible, but very critical in setting a market value for investment, acquisition, or going public.