A hands-on workshop to learn what drives value, how buyers think, and how to double your business worth — even if you never plan to sell.
Ticket: $40 (Lunch Included)
You don’t have to sell — but you should build like you might.
This workshop helps business owners understand how value is created, measured, and protected. Learn what buyers actually look for, model your company’s valuation, and identify what’s holding it back. You’ll leave with a roadmap to make your business stronger, more profitable, and more transferable.
You’ll also meet other established local owners, expand your Utah business network, and join our private online community for ongoing support, Q&A, and shared resources.
What you’ll learn:
The six drivers of valuation and how they apply to your business
How to model your valuation and double it
What buyers look for — and what scares them off
How to identify and fix red flags before they cost you
Build “sale-ready” systems to increase value even if you never sell
Who should attend:
Owners doing $200K–$10M in annual revenue — in any industry. You’ll walk out knowing your business’s worth and how to grow it.
Agenda
8:30 AM: Coffee & Workshop Check-in
9:00 AM: Kickoff — Why Every Business Should Build to Sell
9:30 AM: Workshop: How Buyers Think
10:00 AM: Value Drivers — What Moves the Needle
11:00 AM: Exercise: Model Your Business Value
12:00 PM: Lunch + Buyer Profiles & Case Studies
12:45 PM: Next Steps — Doubling Your Valuation
1:00 PM: Wrap-Up
Frequently Asked Questions
-
For Utah business owners doing $200K–$10M who want to learn how buyers think, how valuation works, and how to make their business more transferable.
-
No. The goal isn’t to sell — it’s to understand what drives value so you can build a stronger, more resilient company.
-
Yes. This workshop is built for current business owners — not advisors, students, or aspiring founders.
-
Yes. Lunch, coffee, and snacks are included in your ticket.
We’ll use the lunch break for Q&A and open discussion — a great time to connect with other local business owners and operators.
-
Not at all. Durable is Utah’s Business Commons — a community where business owners come together to build stronger companies.
Our mission is to help Utah’s entrepreneurs lead better, make smarter decisions, and create more durable businesses.
-
Send our team a note at hello@builddurable.co. We’re glad to answer questions about the workshop, logistics, or whether it’s right for you.
Presenters
Chase Murdock — CEO of Decada Group
Chase leads Decada Group, a holding company that owns and operates enduring Utah businesses across fine art, bespoke suiting, accounting, consulting, and the construction trades.
He serves on the boards of GREENbike and the Edison House Business Owner Club, and writes Local Legends — a newsletter for business owners focused on building companies that last.
Adam Malmborg — COO of Decada Group
Adam is a growth strategist and entrepreneur who knows how to help businesses scale by bridging marketing, operations, and finance.
As COO of Decada Group, he partners with leadership teams across its collection of companies Tailor Cooperative, Workshop SLC, Northern Electric, Durable Finance, and Durable to design operating systems, growth structures, and management frameworks that build strong, lasting businesses.