Building the valuation reference the app industry has been missing.

What AppStock is

AppStock is an independent valuation resource for mobile apps and SaaS businesses. The goal is simple: give founders a clearer, more defensible way to estimate fair-market value using transparent assumptions instead of a black-box number.

Our valuation framework combines operating metrics, category characteristics, retention and growth signals, profitability, risk factors, and comparable transaction data. The assumptions and adjustment logic are published in our valuation methodology so users can understand how an estimate is produced.

The basic valuation calculator is free to use. AppStock is also building a growing comparable-sales database to give founders, buyers, brokers, and investors better context around real market transactions.

Why AppStock exists

Founders often enter acquisition conversations with less valuation information than the buyer, broker, or marketplace on the other side of the table. AppStock is designed to narrow that information gap.

Who is behind AppStock

AppStock is independently operated and founder-led. It is being built as a long-term data and valuation platform rather than as a lead-generation page for a single broker, marketplace, or acquirer.

The project is built around a simple standard: the methodology should be able to stand on its own. Users should not have to rely on a biography, sales pitch, or hidden model to decide whether a valuation is credible. The assumptions, data sources, calculation framework, limitations, and future revisions should be visible enough to evaluate directly.

How AppStock is designed to make money

AppStock is being built around products and services that can generate revenue without changing the valuation result itself.

1. Detailed valuation reports — deeper analysis beyond the free calculator, including comparable-sale context and a shareable summary.
2. Broker and marketplace referrals — when a founder chooses to pursue a sale, AppStock may refer qualified users to relevant third parties and may earn a referral fee where a commercial agreement exists.
3. Professional access to comparable-sales data — expanded tools and database access for frequent buyers, brokers, operators, and investors as the dataset grows.

Commercial relationships do not determine the valuation output. The usefulness of AppStock depends on keeping the valuation framework separate from whatever happens after a user receives an estimate.

What AppStock is not

• Not a formal appraisal. AppStock produces an estimate based on the information entered and the methodology in effect at the time.
• Not an offer to buy your business. A valuation estimate is not a commitment from AppStock or any third party to purchase an app or SaaS company.
• Not financial, legal, tax, or investment advice. Transactions can involve material financial and legal consequences that require qualified professional advice.
• Not a guarantee of sale price. Actual transaction value depends on diligence, buyer demand, deal structure, concentration risk, intellectual property, transferability, and many other factors.

What AppStock is building next

The current focus is on improving the quality and usefulness of the valuation system rather than publishing artificial milestone promises.

• Expand the comparable-sales database across mobile apps, SaaS products, content-supported software businesses, subscriptions, and other digital-business models.
• Publish periodic market benchmarks showing observed valuation multiples and changes by business type and quality.
• Refine retention, churn, growth, and risk adjustments as more comparable transaction data becomes available.
• Improve seller-ready reporting so founders can understand the strengths, weaknesses, and likely valuation objections in their businesses before going to market.

Material changes to the methodology should be documented on the methodology page so users can see what changed and why.