Buyers form early impressions, and they often anchor price to them. Perception shapes price. 

In M&A, it’s not just what you are – it’s what buyers see.

The way your business is positioned can have a major impact on valuation, buyer appetite, and eventual deal terms.

Proactive advice and early strategic positioning help elevate your business above its peers – not just by showing performance, but by communicating potential.

A compelling, strategically considered and well-evidenced narrative is crucial, especially in the Irish mid-market, where many deals hinge on a belief in future growth, not just historic numbers.

Positioning isn’t spin, it’s strategic framing

At RSM Ireland, we help business owners shape their story in a tailored way that best resonates with buyers and investors. That means clearly showing:

• What makes your business different, and relevant to a range of buyer types.
• Why your growth is scalable.
• And how your value is protected.

Great positioning creates interest – but more importantly, it creates confidence.

Five practical ways to strengthen your positioning

1. Articulate your revenue model

Explain how your business makes money. Buyers look for recurring or repeatable income, strong customer stickiness, and defensible margins. Stronger deal multiples naturally follow.

2. Clarify your competitive advantage

What’s your moat? Whether it’s proprietary IP, embedded customer relationships, sector-leading service, or a regulatory edge – you need to show why your position is unique. This is particularly important where Irish businesses operate against larger international competitors.

3. Highlight market opportunity

A business with growth headroom is more valuable than one that’s saturated. That means defining your addressable market and being clear on where the upside lies – new geographies, adjacent sectors, or under-penetrated customer segments.

4. Reduce risk exposure

Buyers pay close attention to risk factors – such as customer or supplier concentration, cash flow volatility, founder reliance, or overexposure to cyclical markets. Proactively addressing these areas reduces uncertainty and helps preserve value through diligence.

5. Demonstrate maturity

Even in high-growth businesses, maturity matters. Clean management reporting, clear KPIs, ESG awareness, and good governance frameworks signal institutional readiness – increasingly important when private equity or international buyer interest is anticipated.

Positioning isn’t just about telling your story. It’s about shaping how buyers perceive the risk and return in your business – and giving them reasons to believe in both.

How RSM Ireland can help

We work closely with clients to:

• Understand and articulate their unique value proposition.
• Stress-test risk areas and resolve red flags ahead of time.
• Prepare investor narratives and tailored marketing documents.
• Build early buyer interest through deep research and real international reach.

Buyers don’t just acquire businesses – they acquire beliefs. Smart positioning allows you control the narrative and drive real deal momentum from day one.