Factors: 1. Growth rate 2. Competitive analysis 3. Work required to run. If you have a demonstrably consistent growth curve, you can ask for a high multiple o

Factors: 1. Growth rate 2. Competitive analysis 3. Work required to run. If you have a demonstrably consistent growth curve, you can ask for a high multiple of revenue. If your competitor really would benefit, you can ask for more to the right buyer. If your site is easily whipped together, and users aren't sticky, then you get a low multiple designed for the buyer to get his principle back ASAP and hopefully make a profit. If the site requires active management, subtract time costs from potential revenue.