Your multiple isn't a number you pick — it's a stack you build, and most sellers skip every layer.

Your multiple isn't a number you pick — it's a stack you build, and most sellers skip every layer.
Start at base for your model (content site ~28-34x monthly net), then adjust:
— +2x if traffic is multi-source, no single channel over 35%.
— +3x for an email list that actually converts (proven, not vanity count).
— minus 4x if 50%+ revenue is one affiliate program.
— minus 2x for trailing-12 decline, even mild.
— +1x for documented SOPs and a clean handover.
Now you have a defensible ask, not a vibe.
List your real adjusted multiple in the comments — I'll tell you which one you faked.