Selling Without A Business Broker & Setting A Price To Sell

I am selling my business because I am want to relocate, maybe back to the East Coast where my wife and I are from. I decided on selling the business myself versus using a broker because I could not justify the 10% most brokers were asking for. It is not like they have a Multiple Listing service, so basically I felt I could do everything they could. To set the price I asked several of industry contacts (both marketing and real estate), other business owners (who recently sold their business or were in the process of selling) and business brokers. All of these people have seen business recently and are aware of the approximate multiple of net profit for setting the price.