I don't know the SoCal market well, but to me, these rules are just barely on the useful side of useless. Your store is worth exactly what someone is willing to pay for it. If you want more than what the broker suggests, list it for more... be prepared to deal with a bunch of low ball offers, and if a good offer comes along, hey... more for everyone!
Either way, be prepared to back up whatever your asking with real books, real utility bills (not billing statements) and be willing to show Mr. Prospective Buyer the business inside and out in detail to back up your claims of revenue.
Back to the rules of thumb - I would say they're pretty useless, but then again, having an "X times gross" or "X times net" number is - at the very least - a starting point to work from.
-Case
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