
The Hidden Metric That Can Transform the Value of Your Business
Revenue matters. It gets you in the room with acquirers, it signals that customers want what you sell, and it is the foundation everything else is built on. But revenue alone does not make a business valuable. What often transforms a revenue story into a valuable business is gross margin: the difference between what you sell and what it costs you to make. Jeff Church learned this the hard way. He built Suja, a cold-pressed

