Stage 3 of 5

Go to market

Package the business and put it in front of the right buyers, confidentially.

With the business ready, you package it so a serious buyer can understand it quickly, then approach a targeted list of buyers under NDA. Done well, you get competing offers; done badly, you get one lowball.

Typically 2–4 months · 4 steps

3.1 Build the deal package
3.2 Find the right buyers
3.3 Approach buyers under NDA
3.4 Collect and compare offers

Step 3.1

Build the deal package

A clear, consistent package answers a buyer's first hundred questions before they ask.

What to do

1Write a confidential information memorandum: the story, services, clients (anonymised), team, and financials.
2Prepare a one-page anonymous teaser that doesn't reveal your name.
3Disclose known risks up front, with what you've done about them.
4Set up a data room with the documents a buyer will need.

When it's done, you have

Teaser
Confidential information memorandum
Organised data room

Typically 3–6 weeks

Common pitfall

Over-polishing the story and hiding the risks. Surprises found later cost far more than issues disclosed early.

Step 3.2

Find the right buyers

The best price usually comes from a buyer for whom your agency fits a clear strategy.

What to do

1List strategic buyers: larger agencies, holding companies, and companies in adjacent services.
2Add financial buyers: private equity platforms and search funds active in agencies.
3Prioritise buyers who need your niche, clients, or capabilities.

When it's done, you have

A ranked list of 30–100 target buyers

Typically 2–3 weeks

Common pitfall

Talking to one buyer only. Without competition, you have no leverage on price or terms.

Step 3.3

Approach buyers under NDA

Confidentiality protects your team and clients while you test the market.

What to do

1Send the anonymous teaser to your target list.
2Share the full package only after a buyer signs an NDA.
3Qualify buyers early: funding, deal experience, and genuine interest.
4Run conversations in parallel to keep momentum.

When it's done, you have

Signed NDAs
A shortlist of qualified, interested buyers

Typically 3–6 weeks

Common pitfall

Word leaking to staff or clients. Keep the circle small and the story ready in case it does.

Step 3.4

Collect and compare offers

An offer is more than a headline number: how and when you get paid matters as much.

What to do

1Ask shortlisted buyers for indications of interest by a set date.
2Compare cash at close, earn-out, deferred payments, and equity rollover.
3Compare what each buyer expects from you after the sale.
4Negotiate with the two or three strongest offers.

When it's done, you have

A side-by-side comparison of offers

Typically 2–4 weeks

Common pitfall

Choosing the highest headline price with most of it in an earn-out you can't control.

General guidance only, not legal, tax, or financial advice. Every deal is different.

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