Partnering up with another business but don't know my worth. How do I value myself and ask for what I deserve?

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Calling all businesspeople. I need some advice! Perhaps some of you have been in the same situation. I'm a first generation business owner and have learned everything "on the job" so this is all new to me.

Background:

I have owned a business in a niche sector since 2005. It's been my baby for all these years and I have put serious blood, sweat, and tears into it, even having innovated a few key products and services that my competitors now emulate. There are less than 5 companies in my field in the US and they are run by the "Old Guard." Their websites are old and clunky, they have antiquated business practices, and are content to remain small but profitable. Over the past few years I have explored ways to scale within the larger field my company fits into that have until recently gone unnoticed. I have been trying for years to partner up with a larger firm in my industry at-large but all have ignored my niche until now... because it is exploding.

I found a credible, vetted company willing and eager to partner. They want to give me what I am worth and are flexible with all options because they need me. My niche is an incredibly hard one to break into (and you also need to be bilingual in a rare language to do so...) and they are chomping at the bit seeing dollar signs.

I want to be prudent but at the same time I know my value. I have a team that is ready to work and too much business than I can handle. I need their manpower and money, they need my experience and connections.

What I want:

I want to be compensated fairly and seen as the expert in my field (and rightfully so). Here are some options I am thinking of:
  • They continue to operate under their own branding but add this niche to their roster of services, liaising with the clients on the front end with us handling the work on the back end and receiving the bulk of the fees.
  • They re-brand and we form a new company together, keeping everything 50/50.
  • They market this niche and send clients to us, with us giving them a referral fee.
  • Best option for me: we form a new company, I am Managing Director and I receive both a salary and a portion of all profits from this niche.
Thoughts?
 
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If it were me I would go for the option where they do not find out how you 'do things' so that they are unable to copy and start it up for themselves without you.
 
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Do you want to stay working in this niche market until you retire? In other words, could you see yourself doing something else?

If there are other things you'd like to do career-wise, then I think the neater way to approach this would be to sell your company to the other party. To get your worth, engage a business valuer (someone who will see all the revenue, outgoings, pipeline activities, etc.). Agree with the buyers that you will stay on as a Consultant for 12 months (in which you will continue to work IN the business, but not ON it, slowly handing over to the new owners), and for which you will receive a salary.

Retaining part of your business, and bringing someone into the mix, is just asking for trouble - you obviously know what you're doing, whereas this company you've mentioned seem a bit behind the times; I just think it would prove too problematic. Do you really want all that hassle and bother?

If you love what you do and can't see yourself doing anything else, keep going as you are. If you need investment, consider approaching angel investors, but don't bring anyone in who wants a say over how you do things and will upset what is a finely tuned operation.