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Your Business Is Worth More Than You Think

I’m excited to share an inspiring story from Carrie Kerpen— who built a successful social media agency, The Whisper Group, and eventually sold it for a great profit. If you’ve ever dreamed of building a business that’s not only successful but also sellable, you’re in the right place. Carrie’s journey is full of lessons that any entrepreneur can apply. 

From a Wedding Stunt to Social Media Success: Carrie’s Unlikely Start

Carrie’s story is anything but typical. She and her husband, Dave, didn’t set out to build a social media empire. It all started with a sponsored wedding. Yep, you read that right—a wedding funded entirely by sponsors. The stunt was a massive hit and got them a ton of publicity, leading them to realize they had a knack for marketing.

They channeled that creativity into their first business, which eventually evolved into The Whisper Group. As Carrie puts it, “Sometimes, the best opportunities come when you least expect them.” They didn’t plan on becoming social media marketers, but by leaning into what worked, they found their niche.

Built to Sell: How Carrie Prepared Her Business for the Perfect Exit

Carrie didn’t just build a business; she built one that was designed to sell. She was inspired by the book Built to Sell by John Warrillow, which emphasizes creating a business model that isn’t dependent on the owner. Carrie took this to heart and started building processes and systems that would make her agency run smoothly without her constant involvement.

“Think of your business as a sellable asset from day one—building with an exit in mind makes it healthier and more profitable.”

She set up her business with profitability and scalability in mind. Carrie made sure her income streams were diverse and built a strong team, which made the business attractive to potential buyers.

Valuation 101: Understanding What Your Business Is Really Worth

One of the most important things Carrie did was understand her business’s valuation. She focused on EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) to get a clear picture of her agency’s worth. This allowed her to set realistic goals and make decisions that increased her company’s value over time.

“Knowing your numbers is crucial,” Carrie advises. “The more profitable and efficient your business is, the higher the multiple you can negotiate when you decide to sell.” By focusing on profitability and streamlining her operations, she positioned her business for a higher valuation when she was ready to exit.

Exit Ready: Carrie’s Tips for a Stress-Free Business Sale

Carrie didn’t just stumble upon a buyer; she prepared her business to be exit-ready long before she decided to sell. She made sure her income stream was reliable, implemented standard operating procedures (SOPs), and diversified her client base to minimize risk.

“If you want to sell your business someday, you need to start thinking about that now—even if it’s years away.”

By building her business with an exit strategy in mind, she ensured that when the right opportunity came along, she was ready.

3 Things You Can Do NOW That Will Make Your Business Easier to Sell

If you want to build a business that’s not just profitable but also sellable, it’s essential to focus on these three factors. These steps will not only increase the value of your business but also make it more appealing to potential buyers:

1. Make it Transferable
   Buyers need to feel confident that they can take over and run your business successfully without you being there. This means documenting your processes and creating SOPs (Standard Operating Procedures) that clearly outline how every part of your business operates. When your business is set up to function smoothly without you, it becomes a valuable, transferable asset.
2. Make it Profitable
   Profitability is a major selling point. Ensure that your business is generating consistent profits, and aim to maximize those profits by understanding your unit economics—know how much profit you make from every dollar you sell. A profitable business signals stability and growth potential to buyers, making it a more attractive investment.
3. Show Consistent Growth
   Buyers want to see a track record of steady, predictable growth. It shows that the business isn’t just a one-hit wonder but has long-term potential. Focus on building a reliable growth plan and track your progress over time. Demonstrating consistent sales and customer acquisition growth will make your business more appealing and valuable.

By focusing on these three areas, you set your business up for a smoother, more profitable exit when you’re ready to sell.

Roar Like a Boss: How Carrie Mastered Negotiation as a Female Founder

Carrie is all about the “roar factor”—her term for approaching negotiations with confidence. As a female founder in a male-dominated industry, she had to fight to be heard and taken seriously. “You need to know your worth and be prepared to stand your ground,” she explains.

For Carrie, this meant being clear on her non-negotiables and not settling for less than what she knew her business was worth. Her advice for female entrepreneurs?

“Prepare, know your value, and walk into every room knowing you deserve to be there.”

Empowering Women to Build and Sell Successful Businesses

After selling her agency, Carrie launched The Whisper Group to help other women-owned businesses become exit-ready. She connects female founders with mentors who’ve been through the process themselves, offering guidance tailored to each industry. Her mission is to empower more women to build businesses that not only succeed but are also positioned to sell when the time is right.

“Women business owners are capturing less than 1% of the money spent on acquiring businesses today—it’s tragic, but it doesn’t have to stay that way.”

Carrie wants more women to have the tools they need to start and sell businesses, so that they can create options and build something that lasts.

Want to Build a Business That Lasts? Start Planning Today

Carrie’s journey is packed with lessons for entrepreneurs. Whether you’re just starting out or already running a business, the key is to build with an exit in mind, know your numbers, and prepare for negotiations. It’s about having a vision for the future and making decisions today that will pay off down the line.

If you’re inspired by Carrie’s story, think about what you can start implementing now to set your business up for long-term success.

RELATED LINKS:

Carrie’s website:https://www.carriekerpen.com/

Take the quiz:https://thewhispergroup.outgrow.us/thewhispergroup-3

Built to Sell book by John Warrillow

https://builttosell.com/the-books/

Episode 201: Make your business run without you. Here’s how.

https://thesocialsalesgirls.com/201-make-your-business-run-without-you-heres-how/

Episode 189: Make your business more valuable. You might not know these 5 money makers

https://thesocialsalesgirls.com/189-make-your-business-more-valuable-you-might-not-know-these-5-money-makers/

Episode 214: The Real Source of Stress For 6 And 7-Figure Store Owners

https://thesocialsalesgirls.com/214-the-real-source-of-stress-for-6-and-7-figure-store-owners/

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