Start With What Actually Transfers
Write down every asset you believe is included. Confirm the domain, brand, content, artwork, photos, customer records, email list, social profiles, store accounts, products, and supplier relationships one by one.
- Ask who owns each item and whether a license or contract limits its use.
- Confirm which accounts can move to a new owner and which need to be replaced.
- Record any artist, photographer, writer, customer, or platform consent that is required.
Check the Records Behind the Asset
Match claims to records. Traffic should connect to analytics and search data. Income should connect to payment records. Costs should include the work and services needed to keep the asset running.
- Compare traffic across enough time to spot a short spike, seasonal change, or steady pattern.
- Separate gross revenue from refunds, fees, production, ads, software, contractors, and owner labor.
- Check whether one page, product, artist, customer, or traffic source creates most of the result.
Test the Owner Handoff
Ask the owner to explain a normal week. A useful handoff lists the tasks, passwords, files, contacts, approvals, and decisions another person must take over.
Decide What Would Make You Walk Away
Set your limits before the conversation becomes emotional. Missing rights, unverifiable income, a nontransferable account, hidden owner labor, or one fragile traffic source may change the price or end the review.