What goes in the package a buyer actually reads
Two documents, not one: a blind profile that names nothing, and the full package behind an agreement. What belongs in each, and what gets a package ignored.
There are two documents, and owners usually think there is one. The first names nothing and goes out wide. The second tells the whole story and goes only to someone who has signed.
The blind profile
A page, sometimes less. Industry, region drawn loosely, revenue band, earnings band, a line on why the owner is selling. No company name, no address, no customer names, nothing a competitor could use to work out who you are.
Its only job is to make the right buyer ask for more. Owners tend to want it to say more, because a thin page feels like it is underselling the business. It is not. The page is a filter, and a filter works by leaving things out.
The full package
This is the document a buyer underwrites from, and it answers the questions he was going to ask anyway: what the company does and for whom, how the revenue splits between recurring work and one-off work, recast earnings with the adjustments listed, equipment and fleet, who the people are and how long they have been there, what licenses the business runs on and who holds them, customer concentration stated plainly.
Concentration is the one owners want to bury. Do not. A buyer finds it in week three either way, and finding it himself costs you more than telling him did.
A Straight Answer
Write the package as though the buyer's accountant is reading it, because he is. Every figure in it should trace to a document you can produce the same day.
A package gets ignored for ordinary reasons: numbers that do not tie to the returns, a growth story with no evidence under it, forty pages of industry background and four about the company. The good ones are shorter than owners expect and more specific than they are comfortable with.
BuiltEquity is a sell-side brokerage for trades and field-service companies. Nothing here is legal, tax or accounting advice. Your CPA and your attorney are the authority on your situation.