SDE vs EBITDA: Which Valuation Method Gets Florida Business Sellers More Money?
If you've started exploring what your Florida business is worth, you've almost certainly run into two terms: SDE (Seller's Discretionary Earnings) and EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization). These aren't just accounting acronyms — they're the two primary lenses through which buyers and their lenders evaluate what your business is actually worth. Pick the wrong one to present, and you leave money on the table or confuse the right buyer before they ever make an offer.
Here's the practical breakdown every Florida business owner needs before entering a sale process.
What Is SDE and Who Uses It?
SDE — Seller's Discretionary Earnings — represents the total financial benefit a single working owner-operator derives from the business in a given year. The calculation starts with net profit and then adds back: the owner's salary and benefits, depreciation, amortization, interest, one-time or non-recurring expenses, and any personal expenses run through the business (health insurance, vehicle, cell phone, travel, etc.).
SDE is the dominant valuation method for small businesses — typically those generating under $1 million in annual earnings. In Florida, this covers the vast majority of independent restaurants, retail shops, service businesses, salons, small medical practices, and owner-operated trades companies. If you're the primary operator and your compensation is baked into the business's financials, SDE is almost always the right starting point.
A concrete example: Say you own an owner-operated landscaping company in Sarasota. Your P&L shows a net profit of $85,000. But you pay yourself a $90,000 salary, run $18,000 in personal vehicle expenses through the business, carry $12,000 in depreciation on equipment, and had a one-time $15,000 roof repair last year. Your SDE is actually $220,000 — and that's the number a buyer prices against, not the $85,000 on your tax return.
What Is EBITDA and Who Uses It?
EBITDA strips out the owner's personal compensation and focuses on the operating earnings of the business itself, assuming a professional management team is in place. It's calculated as: Net Income + Interest + Taxes + Depreciation + Amortization — but critically, it does not add back owner salary the way SDE does, unless that salary is above or below market rate for the role.
EBITDA is the standard for larger businesses — typically those with $1 million or more in earnings — where the buyer is purchasing a company that runs independent of any single person. Private equity groups, strategic acquirers, and institutional buyers all work in EBITDA. SBA lenders also shift toward EBITDA analysis as deal size grows. In Florida, this typically applies to multi-location businesses, manufacturing operations, larger healthcare groups, logistics companies, and established B2B service firms.
Using the same Sarasota landscaping company: if it had $2.8 million in revenue, employed a full-time operations manager, and generated $420,000 in EBITDA independent of the owner's day-to-day involvement, a buyer would apply an EBITDA multiple — not SDE — because they're buying a system, not a job.
Valuation Multiples: What Florida Buyers Are Actually Paying
The method you use determines the multiple applied — and these ranges matter enormously when you're calculating what you'll walk away with.
SDE Multiples in Florida
- Restaurants and food service: 1.5x–2.5x SDE, depending on lease terms, concept strength, and whether it's a franchise
- Retail businesses: 1.5x–2.25x SDE, heavily influenced by inventory levels and e-commerce competition
- Service businesses (cleaning, landscaping, pest control): 2.0x–3.5x SDE, with recurring revenue contracts commanding the upper end
- Auto repair and trades: 2.0x–3.0x SDE, boosted significantly by established customer lists and skilled technician retention
- Medical and dental practices: 0.5x–1.2x revenue (or 2.0x–3.5x SDE), with location and payer mix as key drivers
EBITDA Multiples in Florida
- B2B services and staffing: 4x–7x EBITDA
- Manufacturing and distribution: 4x–6x EBITDA
- Technology and SaaS-adjacent businesses: 6x–10x EBITDA or higher
- Healthcare services (multi-location): 5x–8x EBITDA
- Hospitality and lodging: 5x–8x EBITDA, with Florida's tourism-driven coastal markets pushing toward the top of that range
Florida's unique economic mix — tourism, retiree migration, a growing tech corridor in Tampa and Miami, and a massive small business base — means you'll see these multiples shift based on geography too. A pool service route in Pinellas County with 200 recurring accounts trades at a premium versus the same revenue in a rural inland market, simply because buyer demand is higher and the customer base is more stable.
The Add-Back Problem: Why This Gets Messy
One of the most common mistakes Florida business sellers make is assuming every dollar they can call a "business expense" becomes a clean add-back. Buyers and their lenders — particularly SBA lenders, who finance the majority of small business acquisitions under $5 million — will scrutinize every add-back you claim. Undocumented personal expenses, inconsistent categorization across multiple years, or expenses that have no clear paper trail get rejected outright during due diligence.
Florida has no state income tax, which often means owner-operators are more aggressive about running personal expenses through the business compared to owners in high-tax states. Buyers know this. Experienced acquirers in Florida routinely discount claimed add-backs by 20–30% as a starting negotiating position unless they're clearly supported by documentation.
The practical takeaway: get 3 years of clean, consistent books before you go to market. Work with a CPA experienced in business sales — not just tax preparation — to reconstruct your financials in a format that will hold up to buyer scrutiny.
When the Method Shifts Mid-Transaction
Here's something most sellers don't anticipate: the valuation method can shift depending on who the buyer is. If you list a business initially targeted at individual owner-operators (using SDE), but a strategic buyer or small PE firm becomes interested, they'll reframe the conversation around EBITDA — often because it makes the price look higher than it actually is relative to what they're getting operationally.
This isn't necessarily bad. A sophisticated buyer applying a 5x EBITDA multiple to a business your broker correctly positioned using SDE might actually produce a higher offer than the SDE-multiple buyer pool. Understanding both methods means you can evaluate offers apples-to-apples regardless of how the buyer presents them.
Which Method Should You Lead With?
The honest answer: the one that produces the defensible higher valuation for your specific business, presented to the audience most likely to buy it. For most Florida small business owners, that's SDE. For those running businesses with strong management infrastructure, multiple locations, or institutional appeal, EBITDA opens the door to a higher-value buyer pool.
What you should never do is guess. A Florida-based broker with experience in your specific industry and deal size will run both calculations, tell you which method positions you best, and help you prepare the financial narrative that holds up through due diligence.
Frequently Asked Questions
Barrett Henry
Broker Associate, REMAX Commercial · REALTOR®
23+ years of real estate experience · Licensed Florida broker