Selling a Business in Santa Rosa
Owners in the Santa Rosa area sell to local buyers and to buyers from other markets. The area has 14,572 employer businesses, and 87% of them have fewer than 20 employees. This page shows what is here and how a sale is handled.
LOCAL SNAPSHOT
Santa Rosa by the numbers
14,572
14,572
EMPLOYER BUSINESSES
87%
87%
SMALL EMPLOYER SHARE
45,382
45,382
BUSINESSES WITH NO EMPLOYEES
177,367
177,367
EMPLOYMENT
$12.3 billion
$12.3 billion
ANNUAL PAYROLL
5,952
5,952
BUSINESSES WITH 5 TO 49 EMPLOYEES
U.S. Census Bureau, County Business Patterns 2023 and Nonemployer Statistics 2024. Counts are employer establishments, meaning business locations with paid employees.
How Santa Rosa compares
The Santa Rosa area ranks 9th of 25 California metro areas for employer businesses.
The number of employer businesses grew 1.9% between 2018 and 2023.
Construction makes up 15% of employer businesses in Santa Rosa, compared with 8% in California.
5,952 employer businesses here have 5 to 49 employees.
The Santa Rosa area ranks 9th of 25 California metro areas for employer businesses.
The number of employer businesses grew 1.9% between 2018 and 2023.
Construction makes up 15% of employer businesses in Santa Rosa, compared with 8% in California.
5,952 employer businesses here have 5 to 49 employees.
Industry mix
The largest industries by number of employer businesses:
Construction: 2,253 employer businesses
Health care and social assistance: 1,671 employer businesses
Professional and technical services: 1,653 employer businesses
Retail: 1,643 employer businesses
Accommodation and food service: 1,336 employer businesses
The largest industries by number of employer businesses:
Construction: 2,253 employer businesses
Health care and social assistance: 1,671 employer businesses
Professional and technical services: 1,653 employer businesses
Retail: 1,643 employer businesses
Accommodation and food service: 1,336 employer businesses
What buyers look for
Buyers look first at profit that holds up under review. Three years of tax returns and profit and loss statements that match each other carry more weight than a high number that cannot be shown.
How much of the business depends on the owner
How concentrated sales are among a few customers
The lease, its remaining term and the landlord's consent to a sale
The condition of equipment and the contracts that transfer
Buyers look first at profit that holds up under review. Three years of tax returns and profit and loss statements that match each other carry more weight than a high number that cannot be shown.
How much of the business depends on the owner
How concentrated sales are among a few customers
The lease, its remaining term and the landlord's consent to a sale
The condition of equipment and the contracts that transfer
INDUSTRIES
What sells in Santa Rosa
Construction, health care and social assistance, professional and technical services, retail
Every kind of business we sell in Santa Rosa
We sell businesses in every one of these industries in Santa Rosa. Counts are employer businesses in the closest Census industry codes. Industries without a clean Census match are listed without a count, and a few industries share one Census category, so their counts match. A sale multiple is the price a business typically sells for as a multiple of its earnings. SDE means seller's discretionary earnings, which is the owner's pay plus the profit of the business. EBITDA means earnings before interest, taxes, depreciation and amortization.
Construction & Engineering
2,480 related employer businesses in Santa Rosa.
General Contracting: 788 employer businesses here. Typical sale multiple: 3.0x - 4.5x SDE.
Interior Finishing: 439 employer businesses here. Typical sale multiple: 2.5x - 4.0x SDE.
Landscaping: 301 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
Plumbing: 262 employer businesses here. Typical sale multiple: 3.5x - 5.0x SDE.
HVAC Services: 262 employer businesses here. Typical sale multiple: 4.6x - 7.0x EBITDA.
Electrical: 234 employer businesses here. Typical sale multiple: 4.0x - 8.0x EBITDA.
Foundation & Site Prep: 179 employer businesses here. Typical sale multiple: 2.5x - 4.0x EBITDA + Fleet.
Civil Engineering: 130 employer businesses here. Typical sale multiple: 7.0x - 11.0x EBITDA.
Roofing & Siding: 75 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
Masonry: 36 employer businesses here. Typical sale multiple: 2.5x - 4.0x EBITDA + Equipment.
Carpentry & Framing: 30 employer businesses here. Typical sale multiple: 2.5x - 4.0x SDE.
Remediation & Restoration: 6 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA.
Restaurants & Food
1,268 related employer businesses in Santa Rosa.
Full-Service Restaurants: 511 employer businesses here. Typical sale multiple: 1.5x - 2.5x SDE.
Quick-Service & Fast Food: 354 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Coffee Shops: 171 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE.
Grocery Stores & Markets: 147 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE + Inventory.
Liquor, Wine & Beer Stores: 65 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE + Inventory.
Bakeries: 20 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE.
Ghost Kitchens. Typical sale multiple: 2.0x - 3.0x SDE.
Medical Practices
894 related employer businesses in Santa Rosa.
Dental Practices: 282 employer businesses here. Typical sale multiple: 3.5x - 5.5x EBITDA.
Primary & Family Care: 245 employer businesses here. Typical sale multiple: 2.2x - 3.2x SDE.
Mental & Behavioral Health: 99 employer businesses here. Typical sale multiple: 2.5x - 4.0x SDE.
Veterinary Medicine: 92 employer businesses here. Typical sale multiple: 6.0x - 9.0x EBITDA.
Physical Therapy & Rehab: 62 employer businesses here. Typical sale multiple: 3.5x - 5.0x EBITDA.
Home Health & Hospice: 43 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA.
Medical Labs & Imaging: 23 employer businesses here. Typical sale multiple: 4.5x - 6.5x EBITDA.
Vision & Eye Care: 22 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Specialty Medicine: 19 employer businesses here. Typical sale multiple: 5.0x - 7.0x EBITDA.
Urgent Care Clinics: 7 employer businesses here. Typical sale multiple: 4.0x - 6.0x EBITDA.
Financial & Professional Services
844 related employer businesses in Santa Rosa.
Accounting & Tax Practices: 267 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE.
Real Estate Brokerages: 231 employer businesses here. Typical sale multiple: 2.5x - 4.5x SDE.
Insurance Agencies: 163 employer businesses here. Typical sale multiple: 6.0x - 8.0x EBITDA.
Wealth Management: 118 employer businesses here. Typical sale multiple: 2.7x - 4.0x Recurring Revenue.
Private Lending: 39 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
Mortgage Brokerages: 26 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE.
Manufacturing
810 related employer businesses in Santa Rosa.
Food & Beverage Manufacturing: 464 employer businesses here. Typical sale multiple: 3.1x - 4.5x SDE.
Wood & Furniture Manufacturing: 84 employer businesses here. Typical sale multiple: 2.5x - 3.8x SDE.
Metal Fabrication: 74 employer businesses here. Typical sale multiple: 3.2x - 4.2x SDE.
Electronics & Tech Manufacturing: 50 employer businesses here. Typical sale multiple: 4.0x - 7.5x EBITDA.
Printing & Plastics: 47 employer businesses here. Typical sale multiple: 2.9x - 4.9x SDE.
Medical & Chemical Manufacturing: 45 employer businesses here. Typical sale multiple: 4.5x - 8.0x EBITDA.
Construction Materials Manufacturing: 24 employer businesses here. Typical sale multiple: 2.5x - 5.0x EBITDA.
Textile & Apparel Manufacturing: 22 employer businesses here. Typical sale multiple: 2.5x - 3.8x SDE.
Retail Stores
712 related employer businesses in Santa Rosa.
Fashion, Apparel & Jewelry: 204 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE + Inventory.
Hardware, Garden & Building: 163 employer businesses here. Typical sale multiple: 2.5x - 3.8x SDE + Inventory.
Health, Beauty & Pharmacy: 110 employer businesses here. Typical sale multiple: 2.8x - 4.2x EBITDA.
Home Decor & Furniture: 89 employer businesses here. Typical sale multiple: 2.2x - 3.2x SDE + Inventory.
Hobby, Toys & Gift Shops: 71 employer businesses here. Typical sale multiple: 1.8x - 2.8x SDE + Inventory.
Sporting Goods & Firearms: 41 employer businesses here. Typical sale multiple: 2.3x - 3.4x SDE.
Electronics & Repair: 34 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE.
Automotive & Boat
404 related employer businesses in Santa Rosa.
Auto Repair: 199 employer businesses here. Typical sale multiple: 2.5x - 3.2x SDE.
Collision Repair: 67 employer businesses here. Typical sale multiple: 3.5x - 5.0x EBITDA.
Auto Parts: 45 employer businesses here. Typical sale multiple: 2.5x - 3.2x SDE + Inventory.
Car Dealerships: 44 employer businesses here. Typical sale multiple: 2x - 8x Blue Sky + Assets.
Car Washes: 28 employer businesses here. Typical sale multiple: 4.5x - 7.0x EBITDA.
Towing & Repo: 18 employer businesses here. Typical sale multiple: 3.0x - 4.0x EBITDA + Fleet.
Boat Dealerships: 3 employer businesses here. Typical sale multiple: 3.0x - 4.5x EBITDA.
Home Services
324 related employer businesses in Santa Rosa.
Property Management: 178 employer businesses here. Typical sale multiple: 3.0x - 4.5x SDE.
Residential Cleaning: 104 employer businesses here. Typical sale multiple: 1.5x - 2.6x SDE.
Commercial Cleaning: 104 employer businesses here. Typical sale multiple: 2.47x - 4.11x EBITDA.
Pest Control: 32 employer businesses here. Typical sale multiple: 2.34x - 2.90x SDE.
Security Systems: 10 employer businesses here. Typical sale multiple: 3.0x - 4.9x EBITDA.
Audio Visual (AV). Typical sale multiple: 3.0x - 5.0x EBITDA.
Junk Removal. Typical sale multiple: 1.5x - 3.0x SDE.
Pool & Spa Service. Typical sale multiple: 3.0x - 4.0x EBITDA.
Wholesale & Distribution
303 related employer businesses in Santa Rosa.
Food & Beverage Distribution: 125 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Industrial & Construction Supply: 96 employer businesses here. Typical sale multiple: 3.0x - 4.0x SDE.
Electronics, IT & Office Equipment Distribution: 32 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Medical, Dental & Pharmaceutical Distribution: 15 employer businesses here. Typical sale multiple: 3.5x - 4.5x EBITDA.
Consumer Goods & Apparel Distribution: 13 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE + Inventory.
Packaging, Paper & JanSan Distribution: 11 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Chemicals, Plastics & Raw Materials Distribution: 11 employer businesses here. Typical sale multiple: 3.0x - 4.5x EBITDA.
Beauty & Personal Care
252 related employer businesses in Santa Rosa.
Hair Salons: 124 employer businesses here. Typical sale multiple: 1.25x - 2.34x SDE.
Nail Salons: 84 employer businesses here. Typical sale multiple: 1.4x - 1.88x SDE.
Day Spas: 41 employer businesses here. Typical sale multiple: 1.8x - 2.8x SDE.
Tattoo Shops: 41 employer businesses here. Typical sale multiple: 1.5x - 2.5x SDE.
Massage Parlors: 41 employer businesses here. Typical sale multiple: 1.5x - 2.5x SDE.
Barber Shops: 3 employer businesses here. Typical sale multiple: 1.5x - 2.25x SDE.
Medical Spas. Typical sale multiple: 2.5x - 4.5x EBITDA.
Logistics & Transportation
223 related employer businesses in Santa Rosa.
General Freight Trucking: 130 employer businesses here. Typical sale multiple: 2.44x - 3.45x SDE.
Warehousing & Fulfillment: 27 employer businesses here. Typical sale multiple: 3.0x - 4.5x SDE.
Commercial Moving: 23 employer businesses here. Typical sale multiple: 1.5x - 3.0x SDE.
Last-Mile & Courier: 22 employer businesses here. Typical sale multiple: 2.76x - 3.32x SDE.
Heavy Haul Transport: 11 employer businesses here. Typical sale multiple: 3.5x - 4.5x SDE.
Freight Brokerage & 3PL: 7 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
NEMT & Passenger Transport: 3 employer businesses here. Typical sale multiple: 2.1x - 3.1x SDE.
Port Drayage. Typical sale multiple: 2.5x - 3.5x SDE.
Technology & Media
218 related employer businesses in Santa Rosa.
Creative Agencies: 85 employer businesses here. Typical sale multiple: 1.8x - 3.0x SDE.
Digital Marketing Agencies: 50 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE.
Media, Film & Studio Production: 37 employer businesses here. Typical sale multiple: 2.2x - 3.5x SDE.
Real Estate Media: 31 employer businesses here. Typical sale multiple: 1.5x - 2.8x SDE.
Software Companies (SaaS): 15 employer businesses here. Typical sale multiple: 3.5x - 5.5x SDE.
E-commerce & Online Brands. Typical sale multiple: 2.5x - 4.0x SDE + Inventory.
Senior Care & Living
186 related employer businesses in Santa Rosa.
Assisted Living Facilities: 88 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA + Real Estate.
Non-Medical Home Care: 88 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
Senior Living Communities: 10 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA + Real Estate.
Adult Day Services. Typical sale multiple: 2.5x - 4.0x SDE.
Gas Stations & Convenience
173 related employer businesses in Santa Rosa.
Gas Stations: 109 employer businesses here. Typical sale multiple: 3.0x - 4.5x EBITDA + Real Estate.
Convenience Stores: 64 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE + Inventory.
Truck Stops & Travel Centers. Typical sale multiple: 3.5x - 5.5x EBITDA + Real Estate.
Education & Childcare
168 related employer businesses in Santa Rosa.
Daycare Centers: 152 employer businesses here. Typical sale multiple: 2.39x - 3.35x SDE.
Tutoring Centers: 16 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE.
Preschools. Typical sale multiple: 3.12x - 4.0x SDE.
Hospitality & Travel
156 related employer businesses in Santa Rosa.
Hotels: 99 employer businesses here. Typical sale multiple: 2.6x - 5.1x EBITDA.
Motels: 99 employer businesses here. Typical sale multiple: 1.1x - 2.5x SDE.
Transportation Services: 24 employer businesses here. Typical sale multiple: 2.0x - 4.1x SDE.
Bed & Breakfasts / Inns: 12 employer businesses here. Typical sale multiple: 2.0x - 4.0x SDE.
Campgrounds & RV Parks: 12 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA.
Travel Agencies: 9 employer businesses here. Typical sale multiple: 2.3x - 3.2x SDE.
Health & Fitness
146 related employer businesses in Santa Rosa.
Gyms & Health Clubs: 104 employer businesses here. Typical sale multiple: 2.44x - 2.93x SDE.
Yoga Studios: 104 employer businesses here. Typical sale multiple: 2.07x - 2.50x SDE.
Pilates Studios: 104 employer businesses here. Typical sale multiple: 2.10x - 3.00x SDE.
Personal Training Studios: 104 employer businesses here. Typical sale multiple: 2.00x - 2.80x SDE.
Wellness & Recovery Centers: 42 employer businesses here. Typical sale multiple: 5.5x - 9.7x EBITDA.
Entertainment & Recreation
118 related employer businesses in Santa Rosa.
Bars & Pubs: 62 employer businesses here. Typical sale multiple: 2.0x - 4.0x SDE.
Clubs & Lounges: 62 employer businesses here. Typical sale multiple: 3.0x - 6.0x EBITDA.
Outdoor Recreation: 45 employer businesses here. Typical sale multiple: 2.0x - 4.0x SDE.
Golf Courses: 11 employer businesses here. Typical sale multiple: 8.0x - 11.0x EBITDA.
Event Venues. Typical sale multiple: 2.8x - 3.5x Earnings.
Banquet Halls. Typical sale multiple: 3.5x - 4.5x Earnings.
Escape Rooms. Typical sale multiple: 1.5x - 3.5x SDE.
Pharmacies & Medical Supply
114 related employer businesses in Santa Rosa.
Home Infusion: 43 employer businesses here. Typical sale multiple: 4.0x - 6.5x EBITDA.
Compounding Pharmacies: 38 employer businesses here. Typical sale multiple: 3.5x - 5.5x EBITDA.
Specialty Pharmacies: 38 employer businesses here. Typical sale multiple: 4.0x - 6.5x EBITDA.
Medical Supply Retail: 20 employer businesses here. Typical sale multiple: 2.5x - 4.0x SDE + Inventory.
Durable Medical Equipment (DME): 13 employer businesses here. Typical sale multiple: 3.0x - 5.0x EBITDA.
Pet Services
86 related employer businesses in Santa Rosa.
Pet Grooming & Spas: 68 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE.
Boarding, Daycare & Training: 68 employer businesses here. Typical sale multiple: 3.0x - 4.5x EBITDA.
Pet Retail & Specialty Supplies: 18 employer businesses here. Typical sale multiple: 1.5x - 2.5x SDE + Inventory.
Mobile & In-Home Pet Care. Typical sale multiple: 1.5x - 2.5x SDE + Fleet.
Energy & Utilities
63 related employer businesses in Santa Rosa.
Water & Wastewater Services: 35 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA.
Waste Management & Recycling: 14 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA + Assets.
Propane & Fuel Distribution: 11 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA + Assets.
Solar & Renewable Energy: 3 employer businesses here. Typical sale multiple: 3.5x - 6.0x EBITDA.
Land & Agriculture
7 related employer businesses in Santa Rosa.
Agricultural Labor Contracting: 7 employer businesses here. Typical sale multiple: 2.4x - 6.09x EBITDA.
Crop Production. Typical sale multiple: 4.5x - 6.69x EBITDA.
Livestock & Ranching. Typical sale multiple: 3.0x - 5.76x EBITDA.
Agribusiness & Infrastructure. Typical sale multiple: 5.2x - 10.3x EBITDA.
AgTech & Precision Ag. Typical sale multiple: 8.3x - 12.1x EBITDA.
Agri-Tourism & Lifestyle. Typical sale multiple: 2.51x - 4.54x SDE.
E-commerce & Online Businesses
Amazon FBA Businesses. Typical sale multiple: 2.5x - 4.0x SDE + Inventory.
Online Marketplaces. Typical sale multiple: 3.5x - 6.0x SDE.
We sell businesses in every one of these industries in Santa Rosa. Counts are employer businesses in the closest Census industry codes. Industries without a clean Census match are listed without a count, and a few industries share one Census category, so their counts match. A sale multiple is the price a business typically sells for as a multiple of its earnings. SDE means seller's discretionary earnings, which is the owner's pay plus the profit of the business. EBITDA means earnings before interest, taxes, depreciation and amortization.
Construction & Engineering
2,480 related employer businesses in Santa Rosa.
General Contracting: 788 employer businesses here. Typical sale multiple: 3.0x - 4.5x SDE.
Interior Finishing: 439 employer businesses here. Typical sale multiple: 2.5x - 4.0x SDE.
Landscaping: 301 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
Plumbing: 262 employer businesses here. Typical sale multiple: 3.5x - 5.0x SDE.
HVAC Services: 262 employer businesses here. Typical sale multiple: 4.6x - 7.0x EBITDA.
Electrical: 234 employer businesses here. Typical sale multiple: 4.0x - 8.0x EBITDA.
Foundation & Site Prep: 179 employer businesses here. Typical sale multiple: 2.5x - 4.0x EBITDA + Fleet.
Civil Engineering: 130 employer businesses here. Typical sale multiple: 7.0x - 11.0x EBITDA.
Roofing & Siding: 75 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
Masonry: 36 employer businesses here. Typical sale multiple: 2.5x - 4.0x EBITDA + Equipment.
Carpentry & Framing: 30 employer businesses here. Typical sale multiple: 2.5x - 4.0x SDE.
Remediation & Restoration: 6 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA.
Restaurants & Food
1,268 related employer businesses in Santa Rosa.
Full-Service Restaurants: 511 employer businesses here. Typical sale multiple: 1.5x - 2.5x SDE.
Quick-Service & Fast Food: 354 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Coffee Shops: 171 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE.
Grocery Stores & Markets: 147 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE + Inventory.
Liquor, Wine & Beer Stores: 65 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE + Inventory.
Bakeries: 20 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE.
Ghost Kitchens. Typical sale multiple: 2.0x - 3.0x SDE.
Medical Practices
894 related employer businesses in Santa Rosa.
Dental Practices: 282 employer businesses here. Typical sale multiple: 3.5x - 5.5x EBITDA.
Primary & Family Care: 245 employer businesses here. Typical sale multiple: 2.2x - 3.2x SDE.
Mental & Behavioral Health: 99 employer businesses here. Typical sale multiple: 2.5x - 4.0x SDE.
Veterinary Medicine: 92 employer businesses here. Typical sale multiple: 6.0x - 9.0x EBITDA.
Physical Therapy & Rehab: 62 employer businesses here. Typical sale multiple: 3.5x - 5.0x EBITDA.
Home Health & Hospice: 43 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA.
Medical Labs & Imaging: 23 employer businesses here. Typical sale multiple: 4.5x - 6.5x EBITDA.
Vision & Eye Care: 22 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Specialty Medicine: 19 employer businesses here. Typical sale multiple: 5.0x - 7.0x EBITDA.
Urgent Care Clinics: 7 employer businesses here. Typical sale multiple: 4.0x - 6.0x EBITDA.
Financial & Professional Services
844 related employer businesses in Santa Rosa.
Accounting & Tax Practices: 267 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE.
Real Estate Brokerages: 231 employer businesses here. Typical sale multiple: 2.5x - 4.5x SDE.
Insurance Agencies: 163 employer businesses here. Typical sale multiple: 6.0x - 8.0x EBITDA.
Wealth Management: 118 employer businesses here. Typical sale multiple: 2.7x - 4.0x Recurring Revenue.
Private Lending: 39 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
Mortgage Brokerages: 26 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE.
Manufacturing
810 related employer businesses in Santa Rosa.
Food & Beverage Manufacturing: 464 employer businesses here. Typical sale multiple: 3.1x - 4.5x SDE.
Wood & Furniture Manufacturing: 84 employer businesses here. Typical sale multiple: 2.5x - 3.8x SDE.
Metal Fabrication: 74 employer businesses here. Typical sale multiple: 3.2x - 4.2x SDE.
Electronics & Tech Manufacturing: 50 employer businesses here. Typical sale multiple: 4.0x - 7.5x EBITDA.
Printing & Plastics: 47 employer businesses here. Typical sale multiple: 2.9x - 4.9x SDE.
Medical & Chemical Manufacturing: 45 employer businesses here. Typical sale multiple: 4.5x - 8.0x EBITDA.
Construction Materials Manufacturing: 24 employer businesses here. Typical sale multiple: 2.5x - 5.0x EBITDA.
Textile & Apparel Manufacturing: 22 employer businesses here. Typical sale multiple: 2.5x - 3.8x SDE.
Retail Stores
712 related employer businesses in Santa Rosa.
Fashion, Apparel & Jewelry: 204 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE + Inventory.
Hardware, Garden & Building: 163 employer businesses here. Typical sale multiple: 2.5x - 3.8x SDE + Inventory.
Health, Beauty & Pharmacy: 110 employer businesses here. Typical sale multiple: 2.8x - 4.2x EBITDA.
Home Decor & Furniture: 89 employer businesses here. Typical sale multiple: 2.2x - 3.2x SDE + Inventory.
Hobby, Toys & Gift Shops: 71 employer businesses here. Typical sale multiple: 1.8x - 2.8x SDE + Inventory.
Sporting Goods & Firearms: 41 employer businesses here. Typical sale multiple: 2.3x - 3.4x SDE.
Electronics & Repair: 34 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE.
Automotive & Boat
404 related employer businesses in Santa Rosa.
Auto Repair: 199 employer businesses here. Typical sale multiple: 2.5x - 3.2x SDE.
Collision Repair: 67 employer businesses here. Typical sale multiple: 3.5x - 5.0x EBITDA.
Auto Parts: 45 employer businesses here. Typical sale multiple: 2.5x - 3.2x SDE + Inventory.
Car Dealerships: 44 employer businesses here. Typical sale multiple: 2x - 8x Blue Sky + Assets.
Car Washes: 28 employer businesses here. Typical sale multiple: 4.5x - 7.0x EBITDA.
Towing & Repo: 18 employer businesses here. Typical sale multiple: 3.0x - 4.0x EBITDA + Fleet.
Boat Dealerships: 3 employer businesses here. Typical sale multiple: 3.0x - 4.5x EBITDA.
Home Services
324 related employer businesses in Santa Rosa.
Property Management: 178 employer businesses here. Typical sale multiple: 3.0x - 4.5x SDE.
Residential Cleaning: 104 employer businesses here. Typical sale multiple: 1.5x - 2.6x SDE.
Commercial Cleaning: 104 employer businesses here. Typical sale multiple: 2.47x - 4.11x EBITDA.
Pest Control: 32 employer businesses here. Typical sale multiple: 2.34x - 2.90x SDE.
Security Systems: 10 employer businesses here. Typical sale multiple: 3.0x - 4.9x EBITDA.
Audio Visual (AV). Typical sale multiple: 3.0x - 5.0x EBITDA.
Junk Removal. Typical sale multiple: 1.5x - 3.0x SDE.
Pool & Spa Service. Typical sale multiple: 3.0x - 4.0x EBITDA.
Wholesale & Distribution
303 related employer businesses in Santa Rosa.
Food & Beverage Distribution: 125 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Industrial & Construction Supply: 96 employer businesses here. Typical sale multiple: 3.0x - 4.0x SDE.
Electronics, IT & Office Equipment Distribution: 32 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Medical, Dental & Pharmaceutical Distribution: 15 employer businesses here. Typical sale multiple: 3.5x - 4.5x EBITDA.
Consumer Goods & Apparel Distribution: 13 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE + Inventory.
Packaging, Paper & JanSan Distribution: 11 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE.
Chemicals, Plastics & Raw Materials Distribution: 11 employer businesses here. Typical sale multiple: 3.0x - 4.5x EBITDA.
Beauty & Personal Care
252 related employer businesses in Santa Rosa.
Hair Salons: 124 employer businesses here. Typical sale multiple: 1.25x - 2.34x SDE.
Nail Salons: 84 employer businesses here. Typical sale multiple: 1.4x - 1.88x SDE.
Day Spas: 41 employer businesses here. Typical sale multiple: 1.8x - 2.8x SDE.
Tattoo Shops: 41 employer businesses here. Typical sale multiple: 1.5x - 2.5x SDE.
Massage Parlors: 41 employer businesses here. Typical sale multiple: 1.5x - 2.5x SDE.
Barber Shops: 3 employer businesses here. Typical sale multiple: 1.5x - 2.25x SDE.
Medical Spas. Typical sale multiple: 2.5x - 4.5x EBITDA.
Logistics & Transportation
223 related employer businesses in Santa Rosa.
General Freight Trucking: 130 employer businesses here. Typical sale multiple: 2.44x - 3.45x SDE.
Warehousing & Fulfillment: 27 employer businesses here. Typical sale multiple: 3.0x - 4.5x SDE.
Commercial Moving: 23 employer businesses here. Typical sale multiple: 1.5x - 3.0x SDE.
Last-Mile & Courier: 22 employer businesses here. Typical sale multiple: 2.76x - 3.32x SDE.
Heavy Haul Transport: 11 employer businesses here. Typical sale multiple: 3.5x - 4.5x SDE.
Freight Brokerage & 3PL: 7 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
NEMT & Passenger Transport: 3 employer businesses here. Typical sale multiple: 2.1x - 3.1x SDE.
Port Drayage. Typical sale multiple: 2.5x - 3.5x SDE.
Technology & Media
218 related employer businesses in Santa Rosa.
Creative Agencies: 85 employer businesses here. Typical sale multiple: 1.8x - 3.0x SDE.
Digital Marketing Agencies: 50 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE.
Media, Film & Studio Production: 37 employer businesses here. Typical sale multiple: 2.2x - 3.5x SDE.
Real Estate Media: 31 employer businesses here. Typical sale multiple: 1.5x - 2.8x SDE.
Software Companies (SaaS): 15 employer businesses here. Typical sale multiple: 3.5x - 5.5x SDE.
E-commerce & Online Brands. Typical sale multiple: 2.5x - 4.0x SDE + Inventory.
Senior Care & Living
186 related employer businesses in Santa Rosa.
Assisted Living Facilities: 88 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA + Real Estate.
Non-Medical Home Care: 88 employer businesses here. Typical sale multiple: 3.0x - 5.0x SDE.
Senior Living Communities: 10 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA + Real Estate.
Adult Day Services. Typical sale multiple: 2.5x - 4.0x SDE.
Gas Stations & Convenience
173 related employer businesses in Santa Rosa.
Gas Stations: 109 employer businesses here. Typical sale multiple: 3.0x - 4.5x EBITDA + Real Estate.
Convenience Stores: 64 employer businesses here. Typical sale multiple: 2.5x - 3.5x SDE + Inventory.
Truck Stops & Travel Centers. Typical sale multiple: 3.5x - 5.5x EBITDA + Real Estate.
Education & Childcare
168 related employer businesses in Santa Rosa.
Daycare Centers: 152 employer businesses here. Typical sale multiple: 2.39x - 3.35x SDE.
Tutoring Centers: 16 employer businesses here. Typical sale multiple: 2.0x - 3.5x SDE.
Preschools. Typical sale multiple: 3.12x - 4.0x SDE.
Hospitality & Travel
156 related employer businesses in Santa Rosa.
Hotels: 99 employer businesses here. Typical sale multiple: 2.6x - 5.1x EBITDA.
Motels: 99 employer businesses here. Typical sale multiple: 1.1x - 2.5x SDE.
Transportation Services: 24 employer businesses here. Typical sale multiple: 2.0x - 4.1x SDE.
Bed & Breakfasts / Inns: 12 employer businesses here. Typical sale multiple: 2.0x - 4.0x SDE.
Campgrounds & RV Parks: 12 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA.
Travel Agencies: 9 employer businesses here. Typical sale multiple: 2.3x - 3.2x SDE.
Health & Fitness
146 related employer businesses in Santa Rosa.
Gyms & Health Clubs: 104 employer businesses here. Typical sale multiple: 2.44x - 2.93x SDE.
Yoga Studios: 104 employer businesses here. Typical sale multiple: 2.07x - 2.50x SDE.
Pilates Studios: 104 employer businesses here. Typical sale multiple: 2.10x - 3.00x SDE.
Personal Training Studios: 104 employer businesses here. Typical sale multiple: 2.00x - 2.80x SDE.
Wellness & Recovery Centers: 42 employer businesses here. Typical sale multiple: 5.5x - 9.7x EBITDA.
Entertainment & Recreation
118 related employer businesses in Santa Rosa.
Bars & Pubs: 62 employer businesses here. Typical sale multiple: 2.0x - 4.0x SDE.
Clubs & Lounges: 62 employer businesses here. Typical sale multiple: 3.0x - 6.0x EBITDA.
Outdoor Recreation: 45 employer businesses here. Typical sale multiple: 2.0x - 4.0x SDE.
Golf Courses: 11 employer businesses here. Typical sale multiple: 8.0x - 11.0x EBITDA.
Event Venues. Typical sale multiple: 2.8x - 3.5x Earnings.
Banquet Halls. Typical sale multiple: 3.5x - 4.5x Earnings.
Escape Rooms. Typical sale multiple: 1.5x - 3.5x SDE.
Pharmacies & Medical Supply
114 related employer businesses in Santa Rosa.
Home Infusion: 43 employer businesses here. Typical sale multiple: 4.0x - 6.5x EBITDA.
Compounding Pharmacies: 38 employer businesses here. Typical sale multiple: 3.5x - 5.5x EBITDA.
Specialty Pharmacies: 38 employer businesses here. Typical sale multiple: 4.0x - 6.5x EBITDA.
Medical Supply Retail: 20 employer businesses here. Typical sale multiple: 2.5x - 4.0x SDE + Inventory.
Durable Medical Equipment (DME): 13 employer businesses here. Typical sale multiple: 3.0x - 5.0x EBITDA.
Pet Services
86 related employer businesses in Santa Rosa.
Pet Grooming & Spas: 68 employer businesses here. Typical sale multiple: 2.0x - 3.0x SDE.
Boarding, Daycare & Training: 68 employer businesses here. Typical sale multiple: 3.0x - 4.5x EBITDA.
Pet Retail & Specialty Supplies: 18 employer businesses here. Typical sale multiple: 1.5x - 2.5x SDE + Inventory.
Mobile & In-Home Pet Care. Typical sale multiple: 1.5x - 2.5x SDE + Fleet.
Energy & Utilities
63 related employer businesses in Santa Rosa.
Water & Wastewater Services: 35 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA.
Waste Management & Recycling: 14 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA + Assets.
Propane & Fuel Distribution: 11 employer businesses here. Typical sale multiple: 4.0x - 7.0x EBITDA + Assets.
Solar & Renewable Energy: 3 employer businesses here. Typical sale multiple: 3.5x - 6.0x EBITDA.
Land & Agriculture
7 related employer businesses in Santa Rosa.
Agricultural Labor Contracting: 7 employer businesses here. Typical sale multiple: 2.4x - 6.09x EBITDA.
Crop Production. Typical sale multiple: 4.5x - 6.69x EBITDA.
Livestock & Ranching. Typical sale multiple: 3.0x - 5.76x EBITDA.
Agribusiness & Infrastructure. Typical sale multiple: 5.2x - 10.3x EBITDA.
AgTech & Precision Ag. Typical sale multiple: 8.3x - 12.1x EBITDA.
Agri-Tourism & Lifestyle. Typical sale multiple: 2.51x - 4.54x SDE.
E-commerce & Online Businesses
Amazon FBA Businesses. Typical sale multiple: 2.5x - 4.0x SDE + Inventory.
Online Marketplaces. Typical sale multiple: 3.5x - 6.0x SDE.
Counties in this metro area
Working with owners in Santa Rosa
Business Advisors of America works with owners who are selling a business in Santa Rosa. Contact us to talk about a sale.
FREQUENTLY ASKED QUESTIONS
Questions owners in Santa Rosa ask
How long does it take to sell a business in Santa Rosa?
The time depends on the price, the quality of the records and the number of qualified buyers. Many sales take six months or longer from the start of the process to closing.
How is a business valued in Santa Rosa?
Valuation starts with the earnings the business produces for an owner, then adjusts for assets, size, industry and the terms a buyer is likely to accept. The result is a range, and the asking price is set inside it.
Is the sale confidential?
Buyers are asked to sign a non-disclosure agreement before they see the name of the business or its financial statements.
FROM OUR BLOG
Guides for owners in Santa Rosa
October 3, 2025
Business Owners
Add-Backs: What Counts, What Does Not, and What Buyers Push Back On
Every add-back you can prove raises your sale price by two to three times its amount. Every add-back you cannot prove costs you credibility on all the others.
Read article
October 3, 2025
Business Owners
Add-Backs: What Counts, What Does Not, and What Buyers Push Back On
Every add-back you can prove raises your sale price by two to three times its amount. Every add-back you cannot prove costs you credibility on all the others.
Read article
March 5, 2026
Business Owners
Buyer Qualification: How We Screen Out the Buyers Who Cannot Close
Most inquiries on a business listing come from people who cannot close. Here is how they get screened out before they see your name or your financials.
Read article
March 5, 2026
Business Owners
Buyer Qualification: How We Screen Out the Buyers Who Cannot Close
Most inquiries on a business listing come from people who cannot close. Here is how they get screened out before they see your name or your financials.
Read article
February 9, 2026
Business Owners
The Confidential Information Memorandum: What Goes In It and Why
The CIM is the document a buyer reads before they decide to spend time on your business. Here is what it has to contain and the mistakes that cost sellers offers.
Read article
February 9, 2026
Business Owners
The Confidential Information Memorandum: What Goes In It and Why
The CIM is the document a buyer reads before they decide to spend time on your business. Here is what it has to contain and the mistakes that cost sellers offers.
Read article