Barney believed a £50 million pound deal was on the table… but he was nervous.

The year before he’d been stung.

Stung sharp. Like vinegar and scratched in a paper cut.

Barney got so close. Breathtakingly close. Frustratingly close.

Fuel10k’s Dream Exit.

Big Poppa Dough. Life-changing coin.

Fell through,last minute.

Snatching defeat from the jaws of victory.

This time, Barney was serious.

A balmy Spring evening. Italian restaurant. Belgravia.

Over seafood spaghetti and red wine

Barney looked deep into the white of his eyes.

Unflinchingly, Barney said

“Are Premier serious this time?”

This timePremier were.

October 2024, Barney got the big exit.

Founders,

Navigating the “exit” is perturbingly discombobulating

The 2D map never predicts the 3D terrain

Barney and I dive deep into nuances of the 3D exit terrain

It’s Easier Than You Think To Exit Your Brand For Millions - Fuel10k Founder

ON THE MENU:

Why premier foods almost pulled out of the deal? 95% of deals fall through
It’s ain’t a deal, till the second deal is done, It ain’t a thing until it’s a thing
Plan A vs Plan Bcarry on building the business
Thinking about exit will disrupt the karma in your business
10 million revenueStrong EBITDAHow do private equity 3x your business
Retrospective strategising is dangerous
Why will this person buy your business? Didn’t have a breakfast range, protein lasting trend
Do One Thing Well. Why Fuel10K owned breakfast first, then stretched to morning
Language is the biggest barrier to communication
Personalities: people buy from people
Failure Porn vs Mistake Porn:
Skunk Works: small companies and can move fast
Why would someone buy your brand?
How much would this business multiply for?
Do research on your buyer
Two characters into the same meeting
Innocent: codify your values + Codify your values, very, very tightly
People vs Perspective
Become big one to one buyer: One occasion in the morning, you’re going to dilute somewhere
Tidy yourself up as business to get a massive exit
2D Map vs 3D Terrain:
ALL IN. GO ALL IN. Necessity is the biggest motivator

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This Much I Learned - Patagonia's Alex Weller on the power of purpose