App valuation calculator
Estimate an app sale-price range from annual profit and editable multiples. Compare an asking price, seller costs, and a downside scenario.
Example numbers are prefilled. The 2× / 3× / 4× annual multiples illustrate arithmetic; they are not current market rates. Replace them with your own supported assumptions.
Start with the earnings a buyer can retain
After store/payment fees, refunds, chargebacks, and indirect taxes. Use one reconciled currency and period.
Include advertising, hosting, APIs, support, contractors, and owner pay already expensed. Do not deduct store fees twice.
Cost to replace owner work not already covered by the retained operating costs.
Only costs included above that will not recur. Do not add back essential marketing or maintenance.
Choose a valuation range
Your conservative assumption; not a quoted market benchmark.
Use evidence from comparable completed sales where available.
Your optimistic assumption; a buyer may offer less than the low case.
Used to calculate the implied annual and monthly profit multiples.
Seller costs and downside scenario
Simplified percentage of gross price. Check actual broker or marketplace terms.
Fixed legal, accounting, escrow, or transition costs not included in the percentage fee.
Stress test at the base multiple. This reduces profit, not revenue.
Financial inputs are calculated in this tab, not uploaded or saved. Export before leaving. Basic usage events do not contain your entered numbers.
Illustrative gross sale range
$96,000 – $192,000
- Normalized annual operating profit
- $48,000
- Average monthly profit
- $4,000
- Asking price / annual profit
- 3.13× annual = 37.5× monthly
low scenario · 2× annual
Equivalent to 24× average monthly profit
$96,000
Seller proceeds before taxes and debt: $88,200
base scenario · 3× annual
Equivalent to 36× average monthly profit
$144,000
Seller proceeds before taxes and debt: $133,800
high scenario · 4× annual
Equivalent to 48× average monthly profit
$192,000
Seller proceeds before taxes and debt: $179,400
With profit 25% lower and the same base multiple, the gross price becomes $108,000. A buyer could also lower the multiple.
Scenario calculations, not financial advice or a forecast. Assumes an all-cash asset sale; excludes taxes, debt, cash, working capital, financing, and contingent payments. A multiple does not guarantee a payback period.
What’s next for your app?
Two ways to move forward. Choose a marketplace listing or talk to us about buying your app directly.
What supports the multiple?
Look for comparable completed sales with the same earnings definition, app size, monetization model, growth, retention, and owner workload. Asking prices are not sale prices. A download count or MRR number alone cannot establish a defensible multiple.
- Reconcile revenue, costs, and bank settlements over a consistent period.
- Check renewal cohorts, refunds, and whether growth requires continued ad spend.
- Explain dependence on one country, traffic source, customer, or platform.
- Document transferable code, IP, accounts, contracts, and the owner's actual work.
Use the app acquisition due diligence guide to collect the evidence before choosing your range.
When you’re ready to explore what buying or selling might look like, visit our mobile app marketplace. The current listings are illustrative; their asking prices are not completed-sale comparisons.
Prefer to discuss an acquisition or operating partnership directly? Talk to NaviStack about selling your app, including seller financing and shared ownership options.
How to use this tool
Reconcile 12 months of earnings
Enter net receipts, operating costs, documented add-backs, and additional owner-replacement labor in one currency.
Choose supported multiples
Replace the example annual profit multiples with your own assumptions. The tool also shows equivalent monthly multiples and the asking price's implied multiple.
Test and export
Compare gross price with proceeds after entered selling costs, reduce profit for a downside case, and export the assumptions and results.
The formula is visible
Normalized annual operating profit = net receipts − operating costs + documented add-backs − additional replacement labor. Gross scenario price = that profit × your chosen annual multiple. Seller proceeds = gross price − percentage selling fee − fixed closing costs.
Annual and monthly multiples describe the same price
A 3× annual profit multiple equals 36× average monthly profit when both use the same trailing 12 months. The example multiples are arithmetic assumptions, not measured market rates. This normalized operating-profit basis is not automatically SDE or EBITDA.
A worksheet cannot establish market value
The calculator does not verify accounts, inspect an app, or fetch completed-sale data. For zero or negative profit, it withholds earnings-based valuations instead of treating the app as worthless. Have qualified advisers review the accounts, transaction structure, and applicable tax and legal obligations.
A few useful details
What multiple can I sell my app for?
A few metrics cannot establish that. Compare completed transactions with similar earnings definitions, scale, retention, growth, operating workload, and deal terms. Enter a supported range here to see the price implications; an offer can fall outside it.
Does the calculator use revenue or profit?
It applies multiples to normalized annual operating profit after the entered adjustments, not revenue or MRR. Net receipts are an input to profit, not the valuation base.
Are my financial inputs stored or sent anywhere?
The calculation runs in this tab without uploading or saving financial inputs. Export the CSV if you want to keep your work. Basic tool-use analytics do not include entered financial values.
Is the proceeds estimate the cash I receive at closing?
Only under the simplified all-cash assumptions. It deducts the percentage fee and fixed costs you enter, but excludes taxes, debt, cash and working-capital adjustments, holdbacks, earn-outs, and financing.