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3X Your Revenue, $0 Down: The Secret Acquisition Playbook with Tom Shipley Part 1 | PT EP 607
16 ideas de marketing sacadas de «3X Your Revenue, $0 Down: The Secret Acquisition Playbook with Tom Shipley Part 1 | PT EP 607», de Perpetual Traffic…
- 16 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 38 min
- Publicada en 2024
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Oferta y precioAntes de estructurar una oferta de compra o acuerdo en agencias de servicios, se debe verificar el histórico mensual de ingresos y rentabilidad a 3 años, el desglose de ingresos por cliente a 24 meses (descartando alta concentración como dos clientes con el 80% del total) y la proporción de ingresos por retainer frente a trabajo por proyecto.
your IAL call you always want to give have your pretty short pre- due understand what are the most important things about this business that you have to understand when I'm looking in an agency what is it I want to know their last three years by month of Revenue and their profitability and that's the first thing I look at sure the next thing I want to see for the last 24 months I want to see their revenue by client y and you see that their re teline revenue is pretty consistent and growing but the clients are churning and they just lost their biggest two clients and they for is that stability…
Escúchalo en el minuto 32:27
Estrategia y decisiones de negocioTratar la compra de empresas como un embudo continuo con varias reuniones periódicas protege al comprador del sesgo de compromiso y deseabilidad, evitando decisiones apresuradas o poco objetivas cuando solo se evalúa una única oportunidad en un proceso competitivo.
in in the whole business of generating of of buying a business is kind of like a marketing campaign the first thing you want to do is have some ideal leads and have really good introductions because I'll share share with this with you is if you're having a couple good acquisition conversations a month with potential buyers even better if it's a couple a week when you see a deal you're less apt to be if you only have one deal you're looking at and it's a competitive process and it's with a broker you're more likely to get stuck into the momentum and get into uh uh desirability bias and…
Escúchalo en el minuto 31:40
Medición y experimentosDurante la 'due diligence' y el proceso de cierre de una adquisición (que puede tomar 90 días), no basta con vigilar la facturación agregada (top-line revenue). Es fundamental exigir y auditar métricas actualizadas desglosadas por SKU en ecommerce o por cliente en servicios/agencias, ya que caídas en el producto principal o pérdidas de clientes clave pueden quedar enmascaradas temporalmente por picos estacionales o…
business be very careful understand that whatever information you have is it's your Contracting can take place over the a different risk profile so always be getting updated financials and revenue month-to-month basis and growing 90 days after we closed 40% of the revenue hood and what happened is that they had um their Core Business they had Chinese sellers that came in undercut it and they lost their Core we closed but they had a season new seasonal products that they launched that were killer and they made up for the revenue at the exact same time but the seasonal product lasted for the…
Escúchalo en el minuto 35:22
Estrategia y decisiones de negocioEn lugar de tratar las fusiones y adquisiciones como oportunidades fortuitas o irrepetibles, los negocios pueden estandarizarlas mediante procedimientos operativos (SOPs) para convertirlas en un proceso predecible y recurrente de crecimiento sin necesidad de disponer de capital propio previo.
acquisition you do not need capital or have immediate access to Capital in order to Acquisitions and so if I look Paradigm shifted is why should Acquisitions be opportunistic when they happen didn't come along or through conversation why can't these once in a-lifetime deals happen on a regular almost monthly basis why can't we take the complex like we do as engineer anything why can't we turn into standard Sops and make this a boring part of our business and just acquisition as a predictable way of of growing and that's what we do right now we do programmatic mergers and Acquisitions so take…
Escúchalo en el minuto 10:31
Estrategia y decisiones de negocioAl adquirir agencias maduras cuyos fundadores buscan jubilarse y proteger a sus empleados, es posible negociar cierres con 0% a 5% de capital inicial estructurando pagarés del vendedor a 3-5 años que se pagan con el propio flujo de caja de la empresa.
about my employees where's a good home years they care you come and say listen I want to acquire your agencies and matter and I'm giving your employees a great home for the future andless creative de creative deal zero cash of close it could be 5% cash of close with really good payment terms where the payment terms are based off of the cash flow of the profits of the cash flow of the business without running the business for four could be three to five years right you can do a five-year note so so the owner out there
Escúchalo en el minuto 23:11
Estrategia y decisiones de negocioLos compradores suelen asumir erróneamente que los fundadores tienen sus mismas motivaciones y valoraciones; sin embargo, muchos vendedores aceptan ofertas con poco efectivo o solo a costo de inventario porque la empresa se ha convertido en una distracción operativa.
that it is so important Acquisitions is the buyer never has the same motivation as the seller now what I mean that is you're a buyer in your business you have a certain value on your business you have certain perceptions you automatically think that I'm an entrepreneur and the person is selling their business has the same motivation as I do so they'll never take the offer that I really want to give them the answer is is you don't know until you ask you don't know until you actually build a relationships and find out the the other side the buyer would say I would never sell my $10 million…
Escúchalo en el minuto 15:22
El riesgo de flujo de caja en ofertas de prueba sin riesgo y modelos de continuidad
Oferta y precioAunque la economía unitaria sea positiva (con un LTV que duplique el CAC), los modelos de adquisición basados en pruebas gratuitas/sin riesgo y continuidad consumen enormes cantidades de capital de trabajo por adelantado para financiar la pauta de medios antes de recuperar el efectivo del cliente.
the economics of what we were doing our customer acquisition costs were just dead in line with their business plan our lifetime value of the customers was almost double that when you take out and basically from a contribution perspective so the units work we just didn't have enough volume there and could not afford the growing of the media and the cash flowing we needed for the consumer financing we were doing uh because it was a classic it was a risk-free trial and eventually went into the guthy Rinker model which
Escúchalo en el minuto 9:00
Estrategia y decisiones de negocioEl éxito en una fusión o compraventa depende de indagar a fondo para descubrir las motivaciones auténticas del fundador (como su horizonte de salida en 12-24 meses o la preservación de su equipo) en lugar de aceptar la narrativa complaciente que suele decir al inicio; el diseño del acuerdo debe construirse alineando los incentivos de ambas partes.
out is really trying to understand their true motivations most sellers create a narrative to what they think you want to hear and I can company is I want you to tell me the truth otherwise it's going to we're both all the work I'm doing but my goal is to be transition out of the business in 12 months or 24 months then then I'll create a structure to make that possible so matching it and aligning motivation and then creating a deal construct this is key creating a deal construct that aligns motivation to the buyer and seller is really the key to every deal
Escúchalo en el minuto 26:52
Identifica primero la empresa objetivo antes de negociar el financiamiento de adquisición
Estrategia y decisiones de negocioEn compras de empresas o agencias, se debe asegurar primero el negocio objetivo antes de iniciar conversaciones activas con prestamistas o inversores. Intentar levantar capital sin un trato concreto hace perder el tiempo a los prestamistas, mientras que la estructura y necesidades reales de financiación dependen directamente del negocio específico.
far as that's concerned okay find the acquisition first and the money however have active discussions with lenders when you don't even have a deal because but if you're working on everything in parallel you'll get nothing done and and so the first big Domino is finding that ideal acquisition and depending on the acquisition the deal structure is going to change the type of funding you need in
Escúchalo en el minuto 28:30
Oferta y precioEl escalado de una empresa puede abordarse mediante tres vías: construir desde cero (build), asociarse o apalancar capacidades externas (borrow), o adquirir negocios existentes (buy). El crecimiento inorgánico vía fusiones y adquisiciones (M&A) ofrece un apalancamiento superior frente al esfuerzo del crecimiento orgánico tradicional y puede ejecutarse sin necesidad de desembolsar grandes sumas de capital inicial…
a programmatic way to do Acquisitions ultimately as CEOs we're always looking for that point of Leverage where we can get disproportional return for the always say this there's three ways to grow which is you either build it you borrow it or you buy it and you've done it all ways like when I say borrow in our agency sort of you know m&a world it's a relationship you borrow that skill and then you say all right well hey this is working out pretty well why don't we merge forces kind of thing so I you don't necessarily need to have millions of dollars in cash or dry powder in order to do…
Escúchalo en el minuto 2:21
Pregunta de indagación en eventos para originar oportunidades de adquisición
Estrategia y decisiones de negocioPara detectar dueños abiertos a vender en eventos o conferencias, aprovecha su entusiasmo por hablar del porvenir preguntando: «¿Cuáles son tus planes para el futuro? ¿Has pensado alguna vez en vender?».
time is um most entrepreneurs love to talk about the future so basically a great question it's just like um hi it's great tell me about your business and so what are your plans for the future have you ever thought about selling you could have at any conference at any event you go to the person the person say next year could be the person that you you're buying on their business in the future it happens it is amazing when you ask that question or just about the future uh you're you know what are your plan what are your plans for your
Escúchalo en el minuto 17:35
Evita adquirir empresas en declive acelerado sin importar cuán atractivo sea el precio
Estrategia y decisiones de negocioNo se deben adquirir negocios en caída libre («falling knives»), ya que el deterioro estructural u operativo difícilmente se compensa con términos de pago o estructuras de acuerdo favorables.
biggest warning I'm going to give anyone is don't buy falling knives mhm don't buy falling knives um no matter how good the deal structure is you might end up getting cut still
Escúchalo en el minuto 29:51
Estrategia y decisiones de negocioPara financiar la adquisición de negocios sin depender de la banca tradicional ni ceder demasiado capital a inversores, se puede recurrir a prestamistas de deuda mezzanine, quienes cobran tipos de interés de doble dígito medio (mid-teens) y toman una pequeña porción de capital para aspirar a retornos globales en torno al 20-25%.
okay y you can you can borrow you can borrow equity and Equity you can you can bring in investors on equity and Equity means they get a piece of you they get ownership of your business and that's way of doing it you can also do pure debt if you think you're going to borrow money from your bank the probability is extremely small there are plenty of funds out there in capital groups that are there set up to give you um loans for Acquisitions and they're a mezzanine level uh mezzanine debt lenders and mezanine are sitting somewhere between equity and debt they take a small piece of equity and…
Escúchalo en el minuto 13:42
Estrategia y decisiones de negocioEntre el 80% y el 90% de los negocios que salen al mercado para ser vendidos nunca encuentran comprador y eventualmente terminan cerrando, lo que abre margen de negociación para compradores estratégicos.
stat 80% of the businesses that go to business I've heard as high as 90 that go to sell never sell so what does it mean when a business doesn't sell at some point it's going to be closed down 9 out of 10 businesses that go to the market will never sell so those are you don't have
Escúchalo en el minuto 16:51
Construcción de marcas duraderas mediante marketing de respuesta directa
Marca y posicionamientoEs posible construir marcas de consumo masivo sólidas y a largo plazo apalancándose en marketing de respuesta directa, logrando que las ventas iniciales financien la pauta publicitaria y la generación de impresiones en lugar de depender de presupuestos tradicionales de branding.
is we were going to build a $ hundred million Beauty brand now we were told playbook and I wanted to build a uh an iconic decade durable Beauty brand using direct response marketing we were build an iconic Beauty brand using direct response marketing and my response was let's show you what union economics are all about and basically and it's about Impressions and consumers pay paying for the marketing and so with
Escúchalo en el minuto 7:14
Financiación de compras apalancada en el flujo de caja del objetivo
Estrategia y decisiones de negocioEs factible levantar financiación sustancial (15 millones de dólares) incluso operando un negocio pequeño que genera pérdidas (331.000 dólares de ingresos), siempre que la empresa objetivo tenga un flujo de caja positivo sólido y los compradores demuestren credibilidad.
are the reason why remember Drew and I had a $331,000 revenue business that lost money that year we're able to borrow 15 million because we were trustworthy and we had a decent pedigree behind us but we were buying a business that had positive cash flow that's how
Escúchalo en el minuto 22:14
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