Sorry Tate. Don't agree with you on this one. Assets + something for goodwill (not a lot). Other than the assets you are buy nothing. For $200k I could open the greatest room right down the street. For $1m I could open a room AND own the real estate. $2mil represents delusion. Isn't this the same guy that had to pay US Open winners over time? With his profitable pool room couldn't he just take it out of petty cash?
Bob
The reason why goodwill is worth something has to do with start-up costs. I've been involved with a number of buy outs (never started a business from scratch). In 1978 I managed a company and negotiated the buy out where the owner's bought it for about $300,000 goodwill with only maybe total of 25K in hard assets. Right away we had annual income of 200K to 300K a year to work with.
We put 20K down, leveraged the loan against real estate so the seller was secure, then paid for the company from profits in three years. The company was later sold for about 500K.
Let's say we started that business from scratch. In a retail start up, you will generally lose money for the first year or two, then either succeed or quit. Our bare bones overhead would have been $15K - $20K per month at that time. If we lost 10K per month for 24 months until we broke even, the cost would be hard asset purchases (25K) plus losses (240K) = outlay of 265K just to make break even to stem losses. In the other scenario our outlay was only 20K and we paid for the business in 3 years.
Buying businesses is very risky business. It simply depends on the deal, quality of the business, and what you can do to make it profitable. I have had many white-knuckle moments in my career. My current business was a buy out in 1985 and still going strong.
Generally, retail companies that are a good deal have a loyal following, have potential to grow, but are not well managed and not particularly profitable as a result.