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App Valuation Calculator

Estimate your app's selling-price potential from its earnings, category, growth, product quality, and buyer risk.

Free to use · No sign-in · Your inputs stay in your browser

Built from the whatsthe.app valuation framework: annual SDE × a market multiple, adjusted for the factors buyers care about.

Read the valuation guide →
1

Financial baseline

Use normalized figures from a representative month. Revenue should be after Apple, Google, Stripe, or other payment fees.

$

Net proceeds received by the business each month.

$

Hosting, APIs, marketing, support, tools, and contractors.

$

Owner salary or personal benefits already included in costs.

$

Non-recurring legal, redesign, equipment, or launch costs.

3.0x–5.0x baseline · Recurring revenue and low churn

Churn affects subscription and mixed-revenue apps.

Annual net revenue

$60,000

Operating margin

80%

Annual SDE

$48,000

2

Growth & retention

Reliable growth and sticky revenue raise buyer confidence. Decline and churn reduce it.

%

Use the last 12 months versus the preceding 12 months.

%

Below 5% is strong; above 10% is a material risk.

Multiple sources and platforms reduce concentration risk.

%

A 70%+ dependency on paid ads typically reduces value.

3

Quality & transferability

Choose the option you could defend with code, analytics, documentation, and store data during due diligence.

Modern, documented, maintainable code reduces buyer risk.

Ratings, reviews, rankings, and organic discovery matter.

A longer, healthy history makes performance easier to trust.

Direct searches, an email list, community, or valuable handles add defensibility.

Documented, automated operations are easier to transfer.

Reliance on a changeable third-party API creates risk.

Include IP, privacy, policy, trademark, or active dispute risks.

How to use the estimate

A starting point, not a promise

Use the likely value to set an initial expectation and the full range to plan negotiations. Buyers will still verify revenue, expenses, churn, code quality, legal ownership, and transferability during due diligence.

How does the app valuation calculator work?

For profitable apps, the calculator estimates annual Seller's Discretionary Earnings (SDE), applies a category-specific multiple, and adjusts that multiple for growth, churn, revenue diversity, product quality, owner involvement, and risk.

What is SDE?

Seller's Discretionary Earnings is the annual economic benefit to one owner-operator. Here it is calculated as annual net revenue minus annual operating costs, plus eligible owner and one-time add-backs.

Is this a formal valuation?

No. It is a directional estimate for planning and negotiation. A real sale price depends on buyer demand, verified financials, due diligence, deal terms, and assets not captured by a short form.

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