Business Assets


From the book, 24 Assets by Daniel Priestley

Broadly speaking, people want to buy companies that have a good mixture of assets in seven categories:

Intellectual property

The business lays claim to, or is known for, valuable ideas, methods or defensible intellectual property rights.

Brand assets

The business is known, liked and trusted by a loyal group of fans who are unlikely to switch to a new brand.

Market assets

The business can sell products, disseminate ideas or be present to a large group of potential buyers faster and more cheaply than others in the same market.

Product assets

The business has created unique products and services that are either difficult to replicate or difficult to compete with.

Systems assets

The business has a set of systems and processes that allow it to run more efficiently than its rivals while still delivering the same or better quality.

Culture assets

The business is able to attract, retain, develop and manage good people at a lower cost than its competitors.

Funding assets

The business is able to raise capital or borrow money on better terms than its competitors.


About the author

Rich Peterson

I've spent the last 10 years planning, mapping & reimagining the processes of hundreds of SMBs. Whether the goal is more money, more time, more clarity or more customer smiles, my insightful process is worth every minute for my successful clients.
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By Rich Peterson


For the past 10 years, weโ€™ve worked with hundreds of clients and tens of thousands of students to help them get a clear picture of how to systemise their business. Weโ€™re not fans of spam, cheap mass-marketing tactics or automating your business to within an inch of itโ€™s life. We are fans of a customer experience where humans deal with humans, skills are appreciated, personality is maintained and where clients get more value than they expected. Weโ€™re also fans of automating any process that doesnโ€™t deliver client-facing value in a simple, easy-to-maintain way.

In a nutshell, we provide advice, implementation support & training to small to medium, service-based businesses to help them deliver a better customer experience & a more automated workflow. Everyone on the same page, moving in the same direction with a clear picture of who does what.

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