Consumers and the public instead expect sustainability as a baseline condition of business.

FORBES: No, Consumers Will Not Pay More for Green

Other factors potentially increase the sellability of the business above the baseline valuation.

FORBES: Your company is profitable, but is it valuable?

Planning is measuring your business motion against the baseline of assumptions and projections you made in your plan.

FORBES: The Difference Between a Business Plan and Planning

Taking this baseline valuation and massaging it to recognize the unique features of the business, the reason for the valuation, and the timing may that apply is a topic for future articles.

FORBES: If you value your business, you should value your business