What the target is
Stock, debtors and creditors at a level the business needs to trade normally. If there is less at completion, the price goes down. If there is more, it goes up.
How buyers set it
Usually an average of the last twelve months. Seasonal businesses need care: an average taken at the wrong point in the year moves the price.
What to do first
Build your own twelve month view, explain the seasonal swings, and agree the definition of each line before you agree the number.

