The Business Inquirer #168
Sharing a commercial lawn and snow removal business, an HVAC company, a plumbing business, a marketing and lead gen agency, and a niche ecommerce business.
Hello Friends!
In this week’s issue:
🛒 eCommerce - 1 listing
💼 Online Services - 1 listing
🏡 Main Street - 3 listings
⚒️ Tools & Resources
💡 How I Can Help
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🛒 eCommerce
Pre-Owned Appliance Repair Parts - $900k
Founded in 2020
Revenue: $795k
Profit: $226k
Margin: 28%
Multiple: 3.98x
💬 Quick Take
This eCommerce company offers a unique opportunity to tap into the booming DIY and home appliance repair markets. With a strong presence on eBay, a growing Amazon channel, and a loyal customer base, this business is well-positioned for expansion. However, the lack of a formal marketing strategy and reliance on pre-owned parts could be both a risk and an opportunity. The asking price of $900k at a 3.98x valuation seems a bit elevated given the current market environment for this industry.
✅ What I Like
High Margin Business: The 28% margin is strong for an eCommerce business, indicating efficient operations and pricing power.
Diverse Sales Channels: The company benefits from multiple sales channels, including eBay, its website, and a growing presence on Amazon, somewhat reducing reliance on any single platform.
Recession-Proof Offering: The focus on affordable, pre-owned parts makes the business resilient in economic downturns, as customers seek cost-effective solutions.
Scalable Operations: With only two employees and a highly automated operation, this business is easy to scale without significant additional overhead.
Strong Supplier Relationships: The company has secure supplier contracts, ensuring consistent inventory and favorable pricing, which is critical for maintaining margins.
Repeat Customer Base: A rising repeat customer rate highlights customer satisfaction and brand loyalty, crucial for sustained growth.
Minimal Owner Involvement: The current owner only works five hours a week, making this business highly attractive for a buyer looking for a turnkey operation.
❓ Concerns
Lack of Marketing Strategy: The absence of a formal marketing plan means the business may not be reaching its full potential, especially in untapped markets.
Reliance on eBay: With 80% of sales coming from eBay, the business is heavily dependent on a single platform, which poses a risk if eBay changes its policies or algorithms.
Scalability Challenges: While the business is scalable, the niche market of pre-owned parts may eventually limit expansion opportunities.
Competition: The appliance repair market is competitive, with numerous sellers offering similar products, which could pressure margins.
Inventory Management: Managing 18,000+ parts requires meticulous inventory management to avoid overstocking or stockouts, which could affect cash flow.
Seasonal Fluctuations: Sales may be subject to seasonal fluctuations, depending on the demand for specific appliance parts.
💼 Due Diligence Questions
Platform Dependency: What percentage of revenue is tied to each sales platform, and how could potential changes in these platforms impact the business?
Supplier Contracts: Are supplier contracts long-term and transferrable? What are the terms of these agreements?
Marketing Potential: What specific digital marketing strategies could be implemented to increase brand awareness and sales?
Customer Demographics: Who are the primary customers (e.g., DIY enthusiasts vs. professional technicians), and how does this influence product offerings and marketing?
Inventory Turnover: What is the average inventory turnover rate, and how is it managed to avoid obsolescence or excess stock?
Returns: What % of sales are returned? How is that process handled?
Technological Integration: How well integrated are the current systems (e.g., SellBrite) in managing inventory and sales across platforms?
Competitor Analysis: Who are the main competitors in this space, and how does the business differentiate itself?
Scalability: What are the primary constraints on scaling the business, and how can they be mitigated?
Financial Stability: Are there any pending liabilities or potential financial risks that could impact future operations?
Growth Opportunities: What specific growth strategies have been considered or implemented, and what results have they achieved?
🚀 Growth Levers
Implement a Comprehensive Marketing Strategy: Launch targeted digital marketing campaigns, including social media, PPC, and email marketing, to drive traffic and sales.
SEO Optimization: Invest in SEO for the website to improve organic search rankings and capture more traffic from search engines.
Expand Sales Channels: Explore additional sales platforms such as Walmart and Facebook Marketplace to diversify revenue streams.
Increase Product Range: Consider adding new product categories or expanding into related niches to attract a broader customer base.
Enhance Customer Loyalty Programs: Develop loyalty programs or membership discounts to increase repeat business and customer lifetime value.
Leverage Content Marketing: Use the existing how-to videos on YouTube and expand content marketing efforts to position the brand as an industry expert.
Offer Service Warranties: Introduce service warranty contracts to provide additional value to customers and create a new revenue stream.
Direct Marketing to Technicians: Target professional service technicians with specialized marketing campaigns to increase their participation in discount programs.
Optimize Pricing Strategy: Review and optimize pricing strategies to ensure competitiveness while maintaining healthy margins.
Partnerships and Collaborations: Form partnerships with appliance manufacturers or service companies to expand reach and credibility.
🙋🏻♂️ The Buyer
eCommerce Savvy: The ideal buyer should have experience in eCommerce, particularly in managing multiple sales platforms and optimizing online operations.
Marketing Expertise: A buyer with strong digital marketing skills could quickly capitalize on the business’s untapped marketing potential.
Inventory Management Skills: Experience in inventory management will be crucial for maintaining the efficiency and profitability of the business.
DIY Enthusiast or Industry Insider: A background in DIY or appliance repair could provide valuable insights into the target market and product offerings.
Growth-Oriented: The buyer should be focused on scaling the business through new sales channels, marketing strategies, and product diversification.
Tech-Savvy: Comfort with technology and online platforms is essential, given the business’s reliance on digital tools for operations.
Hands-Off Management Style: With minimal owner involvement required, the business suits someone looking for a turnkey operation with potential for growth.
Risk-Tolerant: Given the platform dependency and niche focus, the ideal buyer should be comfortable navigating and mitigating these risks while pursuing growth opportunities.
💼 Online Services
Marketing & Lead Gen for SMBs - $350k
Launched in 2019
Agency + SaaS model
Revenue: $151k
Profit: $126k
Margin: 83%
Multiple: 2.78x
💬 Quick Take
This digital marketing and lead generation agency presents an attractive opportunity due to it’s combination of SaaS and agency revenue model. The company’s focus on advanced, scalable solutions in a growing industry is a significant advantage. However, the relatively small revenue base points to a young business that will take a lot of effort and investment to scale. At a 2.78x valuation, the asking price of $350k is reasonable, particularly for a buyer seeking a high-margin, turnkey business with growth potential.
✅ What I Like
High-Profit Margins: With an 83% margin, the business demonstrates strong profitability, driven by efficient operations and high-value services.
AI-Driven Services: The company’s focus on AI and automation sets it apart in the competitive digital marketing space, offering clients cutting-edge solutions.
Scalable Business Model: The use of automation and AI makes the business highly scalable, allowing for growth without a proportional increase in costs.
Diverse Client Base: Serving a variety of industries, including trades, financial services, and healthcare, reduces dependency on any single market.
Proven ROI: The business has a track record of delivering exceptional ROI for clients, which is a strong selling point for future growth.
White-Labeling Success: The business has successfully white-labeled its services, which have been scaled and acquired by other companies, proving the effectiveness of its offerings.
❓ Concerns
Small Revenue Base: With gross revenue at $151k, the business is relatively small, which might be a limitation for buyers seeking a larger operation.
Market Saturation: The digital marketing industry is highly competitive, with many players offering similar services, making differentiation crucial.
Client Retention: High client churn could be a concern if the business relies heavily on acquiring new clients rather than retaining existing ones.
Growth Challenges: Scaling the business may require significant investment in marketing, sales, and potentially expanding the team, which could impact profitability.
Economic Sensitivity: As a B2B service provider, the business might be sensitive to economic downturns, which could affect client spending on marketing.
💼 Due Diligence Questions
Client Retention Rates: What are the current client retention rates, and how stable is the existing client base?
Revenue Breakdown: What percentage of revenue comes from subscription-based services versus one-time projects?
Growth Potential: What specific growth strategies have been implemented, and what results have they achieved?
Team Structure: How is the team structured, and are there key personnel who are critical to the business’s operations?
Technology Dependency: How dependent is the business on specific technologies, and what are the risks if these technologies become obsolete?
Client Diversification: How diverse is the client base, and are there any significant client concentration risks?
White-Label Agreements: What are the terms of the white-label agreements, and how do they impact the business’s revenue and profitability?
Sales Pipeline: What does the current sales pipeline look like, and how consistent is lead generation?
Contract Terms: What are the typical contract terms with clients, and how flexible are they in terms of pricing and services offered?
Scalability: What are the primary constraints on scaling the business, and how can they be mitigated?
🚀 Growth Levers
Expand Service Offerings: Introduce additional digital marketing services, such as SEO or content marketing, to attract a broader client base.
Increase Digital Marketing Efforts: Invest in digital marketing campaigns to increase brand awareness and attract new clients.
Develop Client Loyalty Programs: Implement loyalty programs to incentivize long-term client relationships and reduce churn.
Enhance White-Label Partnerships: Strengthen and expand white-label partnerships, potentially creating a new revenue stream.
Optimize Pricing Strategy: Review and optimize pricing strategies to maximize profitability while remaining competitive.
Leverage Client Testimonials: Use client testimonials and case studies in marketing materials to build trust and attract new clients.
Automate Internal Processes: Further automate internal processes to improve efficiency and reduce operational costs.
🙋🏻♂️ The Buyer
Tech-Savvy Entrepreneur: The ideal buyer should have a strong understanding of digital marketing, AI, and automation technologies to effectively manage and grow the business.
Experience in B2B Services: The buyer should have experience in B2B services, particularly in digital marketing or SaaS, to understand the client base and industry dynamics.
Strong Sales and Marketing Skills: The buyer should possess strong sales and marketing skills to drive client acquisition and retention.
🏡 Main Street
FL Plumbing Service, Installation, Repair - $1.7M
Based in West Coast of FL
Revenue: $2.2M
Profit: $500k
Margin: 22.7%
Multiple: 3.46x
💬 Quick Take
This plumbing service, installation, and repair business is a well-established operation with a solid revenue stream and consistent cash flow. Located in a high-demand region on the West Coast of Florida, it benefits from a strong customer base and a skilled team. While the business shows promising financial stability and growth potential, there are concerns about the sustainability of its cash flow given the highly competitive market and potential risks associated with the owner’s involvement.
✅ What I Like
Established Reputation: The business has a long-standing presence in the community, which has built a strong and loyal customer base.
Diverse Service Offerings: A wide range of plumbing services caters to both residential and commercial markets, reducing dependency on any single revenue stream.
Experienced Team: The presence of tenured plumbers and administrative staff ensures continuity and expertise in operations.
Strategic Location: Centrally located within a thriving market, the business is well-positioned to serve a large customer base.
Low Marketing Costs: High customer retention and word-of-mouth referrals help keep marketing expenses minimal.
Local Supplier Relationships: Strong relationships with top suppliers ensure timely and cost-effective access to materials.
Consistent Financial Performance: Steady growth in revenue and cash flow over the past three years indicates financial stability.
❓ Concerns
Owner Dependency: The business is founder-owned and operated, which could pose risks if the transition is not managed carefully.
Competitive Market: The plumbing industry in Florida is highly competitive, which could pressure margins and customer retention.
Lease Dependency: The business's location is leased from the owner, which might lead to complications if the terms are not favorable or if the owner decides to sell the property.
Seasonal Fluctuations: Revenue may be subject to seasonal changes, particularly in a region like Florida, where weather can impact demand.
Customer Concentration: Dependence on a small group of key clients could pose a risk if any of them were to leave.
Limited Digital Presence: The business may not be fully leveraging online marketing channels, potentially missing out on new customer acquisition opportunities.
Economic Sensitivity: As a service-based business, it may be vulnerable to economic downturns that could impact discretionary spending on repairs and installations.
💼 Due Diligence Questions
Owner Transition: What plans are in place for the current owner's exit, and how will this impact customer relationships and operations?
Customer Concentration: What percentage of revenue comes from the top five clients, and what is the potential risk if they leave?
Staff Retention: What are the plans to retain key employees, particularly the tenured plumbers and administrative staff?
Lease Agreement: What are the terms of the lease, and are there any contingencies or risks associated with leasing the property from the current owner?
Digital Marketing: How effective is the current online presence, and what opportunities exist for enhancing digital marketing efforts?
Supplier Relationships: How dependent is the business on its current suppliers, and are there alternative suppliers available?
Seasonal Impact: How does seasonality affect revenue and cash flow, particularly during peak and off-peak seasons?
Growth Opportunities: What specific growth strategies have been considered, and what success have they had in the past?
Regulatory Compliance: Are there any pending regulations or local ordinances that could impact operations or costs?
Assets: What type(s) of equipment are included in the sale and how has it been maintained? What is the useful life of the equipment?
🚀 Growth Levers
Expand Service Area: Target neighboring metropolitan areas to increase the customer base and revenue.
Enhance Online Presence: Invest in digital marketing and SEO to attract more residential and commercial clients.
Service Diversification: Introduce new, high-margin services like eco-friendly plumbing solutions or smart home plumbing systems.
Customer Loyalty Programs: Implement a customer loyalty program to increase repeat business and referrals.
Training Programs: Invest in ongoing training for staff to enhance service quality and stay ahead of industry trends.
Partnerships: Form strategic partnerships with local contractors and homebuilders to secure more commercial projects.
Energy-Efficient Solutions: Capitalize on the growing demand for energy-efficient plumbing solutions by offering specialized services.
Recurring Revenue Models: Introduce maintenance contracts or subscription-based services for consistent revenue streams.
Franchise Model: Explore franchising opportunities to expand the business beyond the current geographic area.
Government Contracts: Pursue government contracts or municipal projects for stable, long-term revenue.
🙋🏻♂️ The Buyer
Experienced Operator: Ideally, the buyer should have experience in the plumbing or related service industry to manage and grow the business effectively.
Strategic Thinker: The ability to identify and execute on growth opportunities, including market expansion and service diversification, is crucial.
Customer-Oriented: A buyer with a strong focus on customer service and retention will be able to maintain and grow the existing loyal customer base.
Hands-On Manager: Given the owner dependency, the buyer should be ready to be actively involved in the business during the transition period.
Relationship Builder: Someone skilled in maintaining and developing relationships with key suppliers, customers, and employees is essential.
__ __ __ __ __ __ __ __ ____ __ ____ __ __
HVAC in Richmond, VA - $1.4M
Founded in 2011
Revenue: $4.6M
Profit: $547k
Margin: 12%
Multiple: 2.56x
💬 Quick Take
This HVAC company offers a solid opportunity with a 15-year track record, particularly for a buyer looking to enter or expand in the Richmond market. With 13 experienced employees and strong relationships with local builders, the business has established itself well. However, the reliance on residential new construction, which can be cyclical, and the relatively low cash flow margin of 11.9% are concerns. The asking price of $1.4M at a 2.56x valuation is reasonable but leaves little room for error.
✅ What I Like
Established Reputation: The company has been in business for nearly 15 years, which speaks to its reliability and trust within the community.
Skilled Workforce: With 13 W-2 employees, the business has a solid team with deep expertise, reducing dependency on the owner.
Strong Industry Relationships: The business has built strong, long-term relationships with key builders in the region.
Booming Market: Richmond’s residential construction market is growing, providing opportunities for continued business expansion.
Favorable Lease Terms: The company benefits from a prime location with a favorable lease, supporting operational efficiency.
Diverse Revenue Streams: Although primarily focused on new construction, 20% of sales come from service and maintenance, adding some revenue stability.
Growth Potential: The business has the potential to grow further by expanding service and maintenance offerings or entering new geographic markets.
❓ Concerns
Low Margin: The business operates with a 12% margin, which is relatively low for the industry and could be a concern in economic downturns.
Heavy Reliance on Construction: The reliance on residential new construction, which can be cyclical, exposes the business to market fluctuations. With 80% of revenue tied to new construction, there’s a lack of diversification in revenue streams.
Subcontractor Dependence: While the company manages most aspects of projects, it relies on subcontractors for certain phases, which could impact quality control and timelines.
Lease Dependency: The business operates out of a leased facility, which could pose a risk if favorable lease terms are not renewed.
Potential Competition: The HVAC industry is competitive, and new entrants with innovative technologies could disrupt the market.
Regulatory Risks: Increasing environmental regulations could require significant investment in new technologies and training.
Succession Risk: If the current owner is heavily involved in operations, transitioning ownership could be challenging.
💼 Due Diligence Questions
Owner Involvement: How involved is the current owner in day-to-day operations, and what is the plan for transition?
Contract Stability: Are the relationships with key builders formalized through contracts, and what are the terms?
Subcontractor Relationships: What are the terms and reliability of subcontractor relationships?
Lease Terms: What are the details of the current lease, and what are the options for renewal or extension?
Customer Concentration: Is there a significant concentration of revenue from a few builders or customers?
Revenue Diversification: What plans, if any, are in place to diversify revenue streams beyond new construction?
Employee Retention: What is the turnover rate of employees, and are there key employees critical to operations?
Financial Stability: Are there any pending liabilities, such as lawsuits or unpaid taxes, that could affect the business?
🚀 Growth Levers
Expand Service Offerings: Increase the focus on residential service and maintenance to stabilize revenue and reduce reliance on new construction.
Geographic Expansion: Consider expanding into nearby markets where residential construction is also booming.
Energy-Efficient Systems: Capitalize on the growing demand for energy-efficient HVAC systems by marketing these solutions to environmentally conscious consumers.
Home Automation Integration: Offer services that integrate HVAC systems with smart home technologies, catering to tech-savvy homeowners.
Partnerships with Builders: Strengthen and formalize partnerships with more builders to secure a steady stream of projects.
Upsell Maintenance Contracts: Introduce and promote maintenance contracts to existing and new customers to generate recurring revenue.
Brand Enhancement: Invest in marketing to build brand awareness and differentiate the business from competitors.
Cross-Sell Opportunities: Explore opportunities to cross-sell complementary services, such as plumbing or electrical work, to existing customers.
Employee Training: Invest in training programs for employees to keep them updated on the latest technologies and best practices.
Digital Marketing: Increase online presence and leverage digital marketing strategies to attract new customers and leads.
🙋🏻♂️ The Buyer
Experienced HVAC Professional: Ideally, the buyer should have experience in the HVAC industry to understand the technical aspects and manage operations effectively.
Growth-Oriented: The ideal buyer should be interested in expanding the business, either by increasing service offerings or entering new markets.
Relationship-Driven: A buyer who values and can maintain strong relationships with builders and clients will benefit from the existing partnerships.
Operational Expertise: The buyer should have the skills to manage a team and optimize operations to improve margins.
Risk-Tolerant: Given the reliance on new construction, the ideal buyer should be comfortable managing cyclical risks.
__ __ __ __ __ __ __ __ ____ __ ____ __ __
Commercial Lawn & Snow Removal in MN - $950k
Founded in 2002
Based in Minneapolis, MN
Revenue: $1.7M
Profit: $280k
Margin: 16.5%
Multiple: 3.39x
💬 Quick Take
This commercial lawn and snow removal business offers a solid, long-standing presence with stable recurring revenue from yearly contracts, primarily from townhome clients. The 22-year history indicates a resilient business model, though the relatively low margin of 16.5% suggests potential for operational improvement. The asking price of $950k, with $500k in included equipment, presents a reasonable entry point for a buyer, particularly one interested in a business with a strong local reputation.
✅ What I Like
Established Reputation: With 22 years in business, this company has built a strong reputation and client base in the Metro area.
Recurring Revenue: The business benefits from stable, recurring revenue through yearly contracts, particularly with townhome associations.
Diverse Service Offerings: The combination of lawn maintenance, landscaping, and snow removal provides a year-round revenue stream.
Experienced Workforce: The business has 16 full-time/seasonal employees, including a manager, which could allow for a smoother transition for the new owner.
Owner’s Limited Involvement: The current owner only works 20 hours per week, suggesting that the business could be run semi-passively or scaled further with more attention.
Flexible Facility Options: The seller’s willingness to lease the facility or allow relocation provides flexibility for the new owner.
❓ Concerns
Low Margin: The 16.5% margin is relatively low, which could be a concern if unexpected expenses arise or if revenue declines.
Competitive Market: The lawn care and snow removal industry is highly competitive, with many small and large operators vying for contracts.
Labor-Intensive: The business is labor-intensive, which could present challenges in managing and retaining seasonal workers.
Limited Geographic Reach: The business is concentrated in a specific geographic area, which could limit growth opportunities unless expanded.
Operational Dependence on Manager: The business’s reliance on a manager for day-to-day operations could be a risk if the manager leaves post-sale.
💼 Due Diligence Questions
Contract Stability: How secure are the yearly contracts with townhome associations, and what are the renewal rates?
Employee Retention: What is the turnover rate among full-time and seasonal employees, and how dependent is the business on key personnel?
Equipment Condition: What is the current condition of the $500k worth of equipment, and what are the anticipated future capital expenditures?
Revenue Seasonality: How does revenue fluctuate seasonally, and what strategies are in place to manage cash flow during off-peak seasons?
Client Concentration Risk: What percentage of revenue comes from the top five clients, and how would the business be impacted by the loss of one or more of these clients?
Competitive Landscape: Who are the main competitors in the area, and how does the business differentiate itself from them?
Growth Potential: What opportunities exist for geographic expansion or diversification of service offerings?
Financial Stability: Are there any outstanding liabilities, pending lawsuits, or other financial risks that could impact the business post-acquisition?
Manager’s Role: What are the manager’s responsibilities, and how will the business be affected if the manager does not stay after the sale?
Lease Terms: If the buyer chooses to lease the facility, what are the terms of the lease, and how might they impact operational costs?
🚀 Growth Levers
Expand Service Area: Consider expanding the geographic service area to nearby suburbs or towns to increase revenue.
Upsell Additional Services: Offer additional services such as tree trimming, irrigation system maintenance, or pest control to existing clients.
Improve Operational Efficiency: Implement cost-saving measures or invest in technology to improve operational efficiency and boost margins.
Enhance Digital Presence: Develop a robust digital marketing strategy, including a new website, SEO, and social media campaigns, to attract new clients.
Diversify Client Base: Target commercial clients beyond townhomes, such as office parks, retail centers, and municipalities, to reduce client concentration risk.
Introduce Seasonal Promotions: Create seasonal promotions or discounts to attract new clients during slower periods, such as spring or fall clean-ups.
Leverage Client Referrals: Develop a client referral program to incentivize existing clients to refer new business, particularly in the townhome sector.
Focus on Employee Retention: Invest in employee training and development programs to reduce turnover and maintain a skilled workforce.
🙋🏻♂️ The Buyer
Experience in Service Industry: The ideal buyer should have experience in a service-based business, preferably in landscaping or property management.
Hands-On or Semi-Passive Owner: A buyer looking to be either hands-on or semi-passive could both fit, given the current owner’s limited involvement.
Strong Operational Skills: The buyer should possess strong operational and management skills to oversee the day-to-day business and manage seasonal workers effectively.
Local Market Knowledge: Familiarity with the local market and its specific demands will be advantageous for sustaining and growing the business.
Growth-Oriented: A buyer focused on scaling the business through geographic expansion, service diversification, or digital marketing would be ideal.
Adaptable and Resilient: Given the seasonality and labor-intensive nature of the business, the buyer should be adaptable and resilient in managing fluctuating demands.
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⚒️Tools & Resources
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