Methodical Execution

The Business Selling Process

A 5-step structured roadmap designed to maximize your net proceeds, protect your privacy, and guide you through every transaction milestone.

Confidential Conversation

Understanding your story, objectives, timeline, and questions.

Private initial discussion to understand your business background and exit objectives.
Reviewing your ideal timeline, retirement plans, or transition needs.
Answering your immediate questions regarding confidentiality and broker representation.
No pressure, no commitment, purely an exploratory conversation.

Evaluating discretionary earnings, growth factors, and buyer expectations.

Analyzing financial statements, tax returns, and recasting Seller's Discretionary Earnings (SDE).
Assessing market conditions and comparable transaction multiples in Orange County.
Identifying potential buyer concerns or operational dependencies prior to market exposure.
Establishing a grounded, defensible valuation benchmark for buyers and lenders.

Organizing confidential marketing materials and business documentation.

Drafting a Confidential Business Review (CBR) and blind marketing teaser.
Organizing financial presentation models that clearly demonstrate transferable earnings.
Positioning the business narrative, key strengths, growth avenues, and competitive advantages.
Setting up discrete communication workflows for buyer inquiries.

Screening buyers, enforcing NDAs, and verifying financial capabilities.

Releasing non-identifying marketing teasers to targeted buyer pools.
Requiring signed Non-Disclosure Agreements (NDAs) before sharing detailed information.
Vetting prospective buyers for financial capacity, liquidity proof, and industry experience.
Protecting your employees, customers, vendors, and competitors from learning of the sale.

Navigating offer terms, seller notes, escrow, and transition support.

Evaluating Letters of Intent (LOI) and Purchase Agreements with Certified Negotiation Expertise.
Coordinating buyer due diligence, landlord lease assignments, and SBA/lender approvals.
Managing escrow milestones, closing documents, and funds transfer.
Structuring post-sale training and transition arrangements for a smooth handoff.

Explore The Owner's Review, a private educational tool designed for business owners considering an exit.

Schedule a private consultation with Jocelyn Ruiz to walk through how this process applies to your business.

Strict Non-Disclosure & Confidentiality Assured