Challenge

It is not uncommon for companies preparing to sell in three to five years to seek our expertise and guidance. These companies typically have a founder who has led and grown the company through many years, is preparing to exit, and wants help optimizing the value of the business prior to its sale.

Solution

  • We start with a business planning discussion to understand the history, growth, and targeted time of the sale. We discuss the anticipated types of buyers as well as how marketing can assist in improving the value drivers that need attention in preparation for the sale.
  • We then assess the competition and where the business fits in the marketplace, as well as other criteria buyers may compare them against.
  • One of the most eye-opening and pivotal discussions occurs during our SWOT analysis. Here we identify the Strengths, Weaknesses, Opportunities, and Threats facing the company during the period leading up to their target sale date. This analysis consistently uncovers changes that need to be made to best appeal to potential buyers and position the company to sell for the highest price.
  • These findings are then compiled into a comprehensive Strategic Marketing Plan that outlines the steps needed to increase the value of the business. Key to this strategy is aligning and simplifying the messaging about the company’s value proposition, key differentiators, and offerings. These must be presented clearly and succinctly across all channels (website, marketing and sales collateral, social channels) to create a compelling story of a business that a buyer wants to acquire.
  • Solidifying the company’s social position is key. This includes strengthening the “about” sections in the company and its leaders’ social profiles; using hashtags effectively so that the company is easily found and becomes known in its sphere of expertise; and implementing an ongoing communications strategy that re-engages existing customers and attracts both new customers and prospective buyers.

Results

Feedback from clients often includes comments such as, “You said what I’ve been trying to say for years but didn’t have the words. How you describe us is exactly the company I’ve known we could be.”

It is never too late to implement great marketing. Business owners who want to get the highest return on the investment they have made in their companies are wise to get expert counsel and assistance well ahead of putting their business on the market. Solidifying their brand with clear and consistent messaging while growing sales and customers, positions their company for a successful transition.