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Costs. i think you also have to think about where you want to be in the luxury, right, on the luxury spectrum. because if you want it to be seen as high end, you ve got to charge more. if you want it to be more mass you have to charge less. that s true. does she understand exactly who her customer is? then what else are they buying that s kind of in that range? it s not the pricing that determines whether the product is going to sell. it s the product itself but also the sales process. instead of spending a ridiculous amount of time focusing on pricing, think about how you re going to get this product into the hands of the consumer and why it s so valuable for them to get it. then in essence there are some comps she could look at. there are indeed. even if it s a new product, what does it compare to? are there certain products within that own category to people who might buy this product like something else, look further afield? is it crafts? another luxury item? something for ....
So, should you just look at other you should look at other companies like yours that have sold recently. yes. see what their multiple was. how do you find those? comps you can go there s a great site called gf data. you can yahoo! finance kind of has public data but that s not so applicable for small businesses. but generally for small business four to six is a good proxy. the difference between four to six comes down in my opinion to a couple things. it s really, is your business credit worthy just like is your house can you get financing for your home, if you can t it s not worth as much to a potential buyer. mm-hmm. also how predictable and sustainable is your revenue. so if you for example if you have an apartment building, and it s fully occupied, you re pretty confident that cash is going to come in. if there s no occupancy obviously less likely. so the two primary components, in my experience, in my view, are really credit worthiness and predictability and sustainabi ....
check the selfy lighting in here. can t get an apartment if the lighting is bad. reporter: the audience has to empathize just a little bit. i m dorothy and my dad is a self-made billionaire. he has a fear about me being like princessy person. little late on that. reporter: why do e! executives think this show launching next month will be a blockbuster? it is great tv starring bad people. reporter: or at least people behaving badly. it s tapping in to the massive market for voyeuristic aspirational shows all the way from million dollar listings. the comps can be from 1.2 to 9 million. reporter: to the shahs of sunset. you and i may not have the money that these people do. it s fun to see how they live. reporter: i see the rich kids of beverly hills as a new virulent, drug-resistant strain of reality tv launched off the back of ....
Lighting is bad. reporter: the audience has to empathize just a little bit. i m dorothy and my dad is a self-made billionaire. he has a fear about me being like princessy person. little late on that. reporter: why do e! executives think this show launching next month will be a blockbuster? it is great tv starring bad people. reporter: or at least people behaving badly. it s tapping in to the massive market for voyeuristic aspirational shows all the way from million dollar listings. the comps can be from 1.2 to 9 million. reporter: to the shahs of sunset. you and i may not have the money that these people do. it s fun to see how they live. reporter: i see the rich kids of beverly hills as a new virulent, drug-resistant strain of reality tv launched off the ....
Country now is this idea of photo shopping. we see this a lot in the luxury market. you d be surprised how many million dollars homes are like that. we see this with tax. saying tax abatements or what would be the case if you re coming in and don t have a one of the biggest issues is price. don t overprice your home. remember that buyers coming in, they ve already researched. about 90% of all buyers start their searches on-line before they talk to a realtor. they know the comps. price accordingly. make it worth their while. thank you for being with us. thanks for having me on. and up next, stop and frisk. here to stay. the judge who tried o block it to block it gets the boot. former new york city mayor rudy guiliani joins us live, walking ....