The general rule for brick and mortars is: Assets - liabilities + 5 X last years profit. This is a starting point. Then you add in all of the confounding fact

The general rule for brick and mortars is: Assets - liabilities + 5 X last years profit. This is a starting point. Then you add in all of the confounding factors. Web businesses are nothing but confounding factors! If I were you, I'd take a hard conservative look at my 5 year growth potential based on the growth thats already happened and use that as an average for your 5 X profit. If your buyers are serious this will open negotiations, if they were just pulling the handle, hoping for a jackpot, they'll leave in a huff, trying to make you feel as though you'd demanded an unreasonable sum.