How to Value Your Startup | Entrepreneur.com: "If investors are telling you that your startup is worth $1 million, then that's what it's worth. You might think it's worth more. You might even know it's worth more because your company may have more than $1 million is liquid assets, or more than $1 million in receivables, or more than $1 million in sweat equity. But if you're unable to raise money for your startup with a valuation above $1 million, then you'll have to accept the market valuation.
However, this isn't always true. If you raise money from relatives and friends rather than professional investors, it's possible that your company has been overvalued or undervalued (more likely, overvalued)"
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