The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1912-06-18
One Of the Most Mysterious ana
Valuable Factors in BuSl-
ness World.
HARD TO GET CASH FOR It.
Il 10 There, but Difficulty 10 ln Max.
Inc Another see II Where You
see II, and Making Him See
Il as Large az
You %.


Good win Il one Of the most mya-
lerious and at the same timei one Of
the most valuable factors In the busi-
ness world. Tho law recognizes its
tangible existence Individual busi
ness mon, firms. and companies In
eiude It IN their practical calculations
yot ia exact nature cannot be deter
mined Despite al sound reasoning
OF advertising experts ana account.
ants good will Is still the fourth al
menslon ol business It is there but
the diflculty Hes In making another
see 1t where you see II and IN maxi
ing him see It as large as you see IT,
HOW many business men have any
good will that could be sold for cash2
rrorortionately, few. Every man is
positive he has some until be tries
to exchange Il for cash Then the ma
jority discover to their regret that
they have much les than they
dreamed
The man who runs the little cigar
stose. as well rs the woman who de-
votes herself TO the small candy shop,
and the small groeerall n0nrish this
saving dream An believe they have
some negotiable good Will They have
-if some one would only come along
who valued his time and service at
less than they do theirs
Nor Is Il the small retailer alone
who IS thus rudely awakened from his
dream Recently the proprietor OF a
bog retail store where all classes Of
goods are sold suffered the same
shock lie had IA excellent location.
ho has been a heavy advertiser but
he paid his bills Ia loal OF Eve
months. Consequently he paid more
ior stock chan bis competitors did;
manufacturers and iobAers came to
him with emily iob lots and odds apd
ENDS that could not be placed else.
where ana the public tired Of his
goods In short, the good viii bought
and paid for tn location a&d adser.ls-
ing feundered and sank on a sea Of
On favored GOODS lie had 70 choose
between selling ont al the exact cost
Of bis stock and bankrnptcy-so he
sold.
The value o. good win depends
upon varying contingencies; upon the
degree 70 which ii can be transferred,
npon the public favor Of each lndivid-
ual business. ana upon numberless
other factors whose vital value may
change with the moon. such as trade
marks, trade names. advertising
merits or goods. location, patents. etc
The valuation Of goods will depend
unen the profits At any business. Tt
determine its value we hrst deduct
f the interest ol the capital actually en-
/ nloyed and a sum equivalent to tbs
owners service from the average mel
earnings
cae business expert HAS figured oui
that the surplus profits fhns obtained
should be treated as follows. IL
Wholesale or retail business. mullipis
frens ene 70 ave times: q q manuiaa
turing company. multiply from one /,
four times: Il a professional practice
multiply IRON enc to three times
other businesses such as those whiel
are aoasEmonopallsile m character
multiply if by some higher figure, re
QueHtiy Is high as ten
such S the theory. bat wha. Is III
practices enc private business foafeI
f as s company multiplied its net surpla
by Eve. another by fourteen: and olf
4 er recarltnaiinad industries have use
stiii iarEer figures. The iaveflie mu
t.raser ia use appears 10 be two Q
lhgee Most buyers Of small shop
are payins. through Ignorance. an es
cesaive price fos this mysufYlng ae1
oi gooa u.A Negotiable ecoa vim /
ghq exceaiiea. rather than tie rul.
in business Il Is wlll.o ghe-niss
airlelit Is uin. bul more difficult {
re.zin. Rafos Gilmore
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