Sales presentation (information memorandum)
Version 1.0.0 · updated 14 October 2026 · 15 sections
The sales presentation — also called an information memorandum or sales prospectus — is the document an interested buyer receives once a non-disclosure agreement has been signed. It should give the buyer a complete picture of the business and a good enough basis to submit an indicative offer.
The template is structured as a presentation with one topic per page (“slide”): cover, summary, the business, history, products, market, customers, sales and marketing, organisation, operations, financials, growth opportunities, reason for sale, the deal and contact. Each page has guidance on what it should contain, with examples and placeholders that you replace with your own information.
The template suits both digital businesses such as webshops and SaaS and physical businesses such as restaurants, shops, trades and manufacturing. Delete the pages or rows that are not relevant, and feel free to add pictures, charts and screenshots when you lay out the presentation in your own design.
Use the template when …
- You have received serious enquiries and want to give buyers a complete overview after a signed NDA.
- You want to make it easier for the buyer and the buyer’s bank to assess the business.
- You want to gather history, figures and growth potential in one document, so you do not have to explain the same things again and again.
- You want to structure your own sales material before you create the listing.
Good advice
- Only share the presentation with buyers who have signed a non-disclosure agreement.
- Make sure all figures match the accounts and the key figures sheet — inconsistencies cost credibility.
- Be honest about weaknesses and risks. The buyer will find them in due diligence, and it is better that they are disclosed and priced in.
- Anonymise customer names and sensitive details, especially if the buyer could be a competitor.
- Keep it concrete and short: 15–25 pages with figures, examples and pictures are better than long, general descriptions.
- Avoid promises about future earnings — present growth opportunities as opportunities, not guarantees.
Use the template in Sitavo
Log in to fill in the template, edit the text and download it as PDF and Word. Requires an active listing or an ongoing deal.
The template
[Fields] are filled in by you
The template is in Danish. The agreement text is written in Danish under Danish law and is shown and downloaded in Danish. The introduction, advice and form on this page are in English.
{{virksomhed_navn}}
Salgspræsentation
[Branche] · [By eller region]
[Én sætning, der beskriver virksomheden, fx «Rentabel webshop med eget brand og 8.000 faste kunder».]
Fortroligt. Materialet er udleveret i henhold til en fortrolighedserklæring og må ikke videregives. Dato: [Dato].
Resumé
[Virksomhedens navn] er en [beskrivelse af virksomheden] etableret i [år] med base i [By eller region]. Virksomheden [hvad den sælger, til hvem og hvordan].
| Nøgletal | Værdi |
|---|---|
| Omsætning seneste år | [beløb eller interval] kr. |
| EBITDA / overskud før ejerløn | [beløb eller interval] kr. |
| Antal medarbejdere | [antal] |
| Antal kunder | [antal] |
| Etableret | [år] |
Hovedstyrker:
- [Styrke 1, fx stabil, voksende indtjening]
- [Styrke 2, fx høj andel af tilbagevendende kunder]
- [Styrke 3, fx lang lejekontrakt eller eget brand]
Årsag til salg: [kort og ærligt]. Udbydes som: [aktivoverdragelse / anpartsoverdragelse].
Virksomheden
[Beskrivelse af forretningsmodellen og det, der gør virksomheden særlig.]
| Fakta | |
|---|---|
| Selskabsform | [ApS / A/S / enkeltmandsvirksomhed] |
| Branche | [Branche] |
| Beliggenhed | [By eller region] |
| Lokaler | [m², ejet/lejet, eller fuldt digital] |
| Driftsform | [åbningstider, sæson, online 24/7] |
The rest of the template (12 sections) is locked
Log in to read and use the whole template. It requires an active listing or an ongoing deal.
Not legal advice. The template is a general starting point and not legal, tax or financial advice. It does not take account of the specific circumstances of your particular deal. Always adapt the document, and have a lawyer and an accountant review it before it is signed. Sitavo is not a party to the agreement and accepts no liability for the use of the template.
What is a sales presentation?
The sales presentation, also called an information memorandum (IM) or sales prospectus, is the complete document a serious buyer receives about the business. It should give a fair picture of the business and enough of a basis for the buyer to make an indicative offer and sign a letter of intent.
It is not the same as the listing. The listing (or a short teaser) is anonymous and should spark interest: sector, region, revenue level and why the business is attractive. The sales presentation reveals the name, figures, customers and organisation, and is therefore only sent once the buyer has signed a non-disclosure agreement (NDA).
What the template contains
The template is built as a presentation with one topic per page, and each page has guidance with examples and placeholders:
- Summary: the business on one page, the key figures and what is for sale. Many buyers only read this page closely the first time.
- The business, history and products: what you do, for whom, and how you got here.
- Market, competition and customers: the market’s size and direction in words, your position and the customer breakdown, preferably anonymised.
- Sales, marketing and organisation: where customers come from, who does what, and what depends on the owner.
- Operations and suppliers: systems, premises, key suppliers and contracts.
- Financials: three years of results, key figures and normalised earnings, with an explanation of each adjustment.
- Growth opportunities and reason for sale: realistic opportunities for a new owner and an honest explanation of why you are selling.
- The deal and next steps: what is being sold (assets or shares), asking price or price expectation, handover period and process.
The financials: figures that survive due diligence
Every figure in the sales presentation must be traceable to the annual reports, the bookkeeping and the bank account. The buyer will reconcile them in due diligence, and discrepancies cost trust and often price. Use the key figures sheet to calculate gross margin, EBITDA and normalised earnings from the accounts.
- Normalisation: adjust for the owner’s salary against a market salary, private expenses in the business and one-off items. Every adjustment must be documented.
- No forecast without a basis: budgets are fine, but state what they rest on. A hockey stick without explanation counts against you.
- Disclose the weaknesses: customer concentration, an expiring contract or falling revenue will be found anyway. It is better that the explanation comes from you.
- Price: give an asking price or a range, and have a basis for it, such as a valuation. The valuation chapter of the seller’s guide explains multiples and the earnings base.
Online and physical businesses
For an online shop, SaaS product or app, buyers want to see traffic sources, conversion, average order value, MRR, churn and customer acquisition cost, ideally as charts over 12–36 months, plus a description of the technology and the dependence on platforms and ad channels.
For a shop, restaurant or trade business, location, the terms and length of the lease, licences, staff, fixtures and stock carry a lot of weight. Photos of the premises and an overview of employees (without names) help the buyer understand the operation. The chapter on physical businesses goes into more detail.
Common pitfalls
- Sending the presentation before the NDA is signed.
- Too much text and too little structure. Keep one topic per page and use tables for the figures.
- Customer names, personal data or source code in the presentation. They belong in the data room later, and as a rule in anonymised form (GDPR).
- Promises in the presentation that you would not stand behind as warranties in the purchase agreement. Stick to facts.
How to use the template on Sitavo
The sales presentation can be filled in and downloaded in Word and PDF once you have an active or pending listing or an ongoing deal. You complete it in the editor in your account, can pre-fill fields from your listing and lay it out in your own design afterwards; the template text itself is in Danish. You can share the finished presentation with approved buyers in the listing’s data room. The chapter on sales material helps with the wording. If you would rather have help with the whole process, you can find an adviser or broker.
Frequently asked questions
A teaser is a short, anonymous description meant to spark interest without revealing the business. An information memorandum is the full sales presentation with name, figures, customers and organisation, sent only to buyers who have signed an NDA.
As short as the business allows. A small online shop can be described in a few pages, while a business with staff, premises and many customers needs more. What matters most is a strong summary and financials that reconcile with the accounts.
It is common to state an asking price or price expectation, so the buyer knows whether it is worth going further. Have a basis for the price, such as a valuation based on normalised earnings.
As a rule, anonymise customers and show the breakdown, for example the share of revenue from the five largest. Names and contracts can be shared later in due diligence, and personal data is covered by the GDPR.
It can be filled in and downloaded by anyone with an active or pending listing or an ongoing deal. Without one, you can read the first sections on this page.