When you're considering selling your business, one of the most crucial decisions to make is how you position your company in the eyes of potential buyers. One of the key differentiators is whether your company is seen as a “platform company” or an “add-on company.” While these terms may sound technical, they represent fundamentally different strategies and have a significant impact on the type of buyer who may be interested, the valuation of your company, and the potential deal structure. Understanding the difference between these two types of companies can help you maximize the value of your business and navigate the sale process more effectively.
What Is A Platform Company?
A platform company is a business that has reached a certain scale, market position, and infrastructure that makes it attractive to buyers looking for a foundational asset to build upon. In simple terms, platform companies are typically larger, more established, and capable of becoming the base for further expansion or acquisitions.
For a business to be considered a platform, it must usually have the following characteristics:
Size And Scale: Platform companies are often larger in terms of revenue, employees, and market presence. They have a solid customer base and significant growth potential.
Sustainable Competitive Advantage: Platform companies tend to possess differentiated products or services, a strong brand, proprietary technology, or intellectual property that gives them a competitive edge in the market.
Market Leadership Or Potential: They occupy a prominent position in their industry or have the ability to become a leader.
Potential For Growth: The business should show the potential for scaling, either through expanding product offerings, entering new markets, or making strategic acquisitions.
When selling a platform company, the buyers are typically private equity firms, venture capitalists, or large corporations looking to acquire a business with the intention of growing it further. These buyers view the company as a foundational piece of their investment strategy, allowing them to scale and make additional acquisitions in the future.
In many cases, after the acquisition, the platform company will serve as the center of a new portfolio of businesses. Buyers may inject capital, leverage operational synergies, and use the platform to acquire smaller companies or make strategic investments. If you are selling a platform company, you can often command a premium price, given the growth opportunities it provides to the buyer.
What Is An Add-On Company?
An add-on company, on the other hand, is a business that is typically smaller, more specialized, and is often acquired by a platform company or a larger player in the industry to complement or enhance their existing operations. These companies are usually not large enough to stand alone but can add significant value by augmenting the platform company’s capabilities.
The characteristics of an add-on company typically include:
Smaller Scale: Add-ons are usually smaller in terms of revenue and market presence. They often target niche markets or focus on specialized products or services.
Strategic Fit: An add-on is attractive because it complements or fills a gap in an existing platform company. It might provide technology, customer access, or new geographic markets that the platform company lacks.
No Need For Independent Growth: While add-on companies can continue to grow, they are generally acquired because they enhance the value of an existing business, not because they can grow substantially on their own.
Add-on acquisitions are typically driven by strategic buyers—often platform companies themselves or larger corporations—that are looking to expand or diversify their operations. Private equity firms also often acquire add-ons to integrate them into their platform companies.
Key Differences Between Platform And Add-On Companies
Buyer Type
Platform companies tend to attract private equity firms, large corporations, or venture capitalists looking to acquire a scalable business with long-term potential.
Add-on companies are generally acquired by existing platform companies or larger players seeking to enhance their market position or capabilities.
Deal Size And Valuation
Platform companies are usually larger and thus command a higher valuation. Buyers are looking for companies with room for growth, either through organic expansion or strategic acquisitions.
Add-on companies are smaller and typically come with a lower valuation. However, their value is enhanced by the synergies they can provide to the platform company.
Strategic Intent
A platform company is typically seen as a foundation for future growth, expansion, and acquisitions. It offers significant strategic opportunities for the buyer.
An add-on is seen as a bolt-on acquisition that enhances a platform company’s existing offerings, fills gaps, or enters new markets with minimal additional investment.
Exit Strategy And Timing
If you own a platform company, the sale could represent a major exit event, often involving a substantial payoff due to its size and potential for future growth. The buyer may look to hold the company for years or even indefinitely as they scale.
For add-on companies, the sale is often quicker and involves integrating the company into an existing business strategy. The exit may not be as lucrative in terms of upfront value, but it offers a more straightforward exit path for business owners.
Growth Potential
Platform companies are expected to have significant standalone growth potential, whether through expanding their product lines, entering new markets, or acquiring other companies.
Add-on companies, while potentially profitable, are often more limited in their growth potential unless integrated with a larger company that can drive further expansion.
Conclusion
When selling your business, positioning it as a platform or an add-on will dramatically affect the type of buyer you attract, your company’s valuation, and how the sale process unfolds. Platform companies often yield higher valuations and are considered long-term investments, while add-on companies are typically acquired for their complementary role in a larger, more established portfolio.
Ultimately, the choice to sell as a platform or an add-on will depend on your company's size, market position, and growth potential, as well as the goals you have for your exit. Understanding these differences will help you better prepare for the sale process and ensure you secure the best possible deal.