In any business transaction, "value" or more appropriately, "price" is what a ready and financially able Buyer is willing to pay. Even when there are Cash Flow and Tangible Assets estimated at a given value, the Buyer may decide what he/she is willing to pay is vastly different.

Mich Jagger of the Rolling Stones talked about the first time he was approached about licensing one of his songs for an advertisement. While he was thinking about it, the advertiser threw out an amount that was many, many times higher than Jagger was dreaming about.

Sometimes in a negotiation, the first person to speak, loses. My take is, tell them to make you and offer. And whatever that is, it ain't enough!

Web reference: www.bafgroup.com