Built to Sell | Built to Buy

Sam Penny
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Unlock the secrets to building, buying, and selling businesses that thrive without you. Join Sam Penny, renowned entrepreneur, adventurer, and Coach for the Brave, as he delves into the strategies that empower business owners to scale operations, enhance valuations, and achieve true independence. Drawing from over 25 years of hands-on experience in founding, growing, and exiting multiple ventures—including the acclaimed Cheese Therapy—Sam offers actionable insights to help you: 90 Days With Sam Transition from operator to architect, freeing yourself from daily operations. Implement systems and processes that drive efficiency and scalability. Navigate the intricacies of buying or selling a business, ensuring optimal outcomes. Cultivate a leadership mindset that fosters team empowerment and autonomy. Enfuce Whether you're preparing to sell your business, considering an acquisition, or seeking to optimize your current operations, Built to Sell | Buy provides the tools and frameworks to make informed decisions and take decisive action. Each episode features real-world examples, expert interviews, and practical advice designed to challenge conventional thinking and inspire bold moves. Subscribe now to embark on a journey toward business freedom and discover how to build or buy a business that doesn't just survive—but thrives. For additional resources, templates, and to register for our exclusive webinar series, visit sampenny.com.

  1. 2D AGO

    Jim Penman: From a $24 Lawn-Mowing Gig to a Global Franchise Empire

    What does it take to turn a side hustle into a household name? For Jim Penman, it started with mowing lawns for twenty-four dollars a week — and grew into Jim’s Group, one of the largest and most recognisable franchise networks in Australia and beyond. In this conversation, Jim shares the story of how he built a brand that now stretches across more than 50 industries, why customer service has always been his non-negotiable, and the mindset that helped him grow from a single operator into a leader of thousands. But this isn’t just a business story. It’s a conversation about vision, persistence, and the courage to build something bigger than yourself. Jim opens up about: The leap from working solo to creating a scalable system.Why he believes strong values beat flashy marketing every time.The lessons he learned about resilience, delegation, and trust.How personal discipline and faith shape the way he leads.Whether you’re an aspiring entrepreneur, a leader steering a growing organisation, or simply someone fascinated by how ordinary people achieve extraordinary things, Jim’s story offers a rare window into the grit behind the growth. 👉 If you enjoy this episode, you might also love my other podcast Why’d You Think You Could Do That?, where I explore the stories of people who attempt the extraordinary and say yes to the impossible. Find it on Apple, Spotify, or at sampenny.com/brave.

    1h 3m

  2. SEP 15

    From Rock Bottom to Exit: John Williamson’s Journey with Construct Health

    What does it take to build a company, nearly lose it twice, and still walk away with a successful exit? In this episode, Sam Penny sits down with John Williamson, founder of Construct Health. John grew his physiotherapy business to 40 staff, faced near-bankruptcy during the mining downturn, and ultimately rebuilt, restructured, and sold his company to a national group. Along the way, he discovered that resilience isn’t just about spreadsheets and strategy — it’s about daily habits, tough conversations, and choosing to keep turning up when everything inside you wants to quit. Whether you’re an owner thinking about your exit, or a buyer wanting to understand what it really takes behind the numbers, this conversation is packed with lessons you won’t want to miss. What You’ll Learn in This Episode Why cash flow discipline matters more than revenue in high-growth businesses.How acquisitions can quickly turn toxic — and what to watch out for in due diligence.The mental and physical habits John used to survive the darkest entrepreneurial moments.How he restructured his business, repaid debts, and rebuilt trust with staff and stakeholders.What it really feels like to walk away after 17 years when you finally sell your company.Quotes from John “I didn’t know if I could do it or not, but I knew I was going to keep turning up.”“Even when you’re growing fast, cash flow is an issue. I learned that the hard way.”“Sometimes survival isn’t about brilliance — it’s about refusing to walk away.”Resources & Links Connect with John Williamson on LinkedIn Learn more about his new venture: Unventured.life (coming soon)Like What You Hear? This episode was originally recorded for Sam’s other podcast, Why’d You Think You Could Do That? — a show about ordinary people doing extraordinary things. If you want more stories of bravery and resilience, follow it wherever you get your podcasts. And don’t forget to subscribe to Built to Sell | Built to Buy so you never miss an episode on maximising value, preparing for exit, and buying businesses the smart way.

    1h 10m

  3. AUG 27

    The Art of the Exit: How to Sell Smart and Buy Right with Broker Nathan Hulls

    What does it really take to sell your business for the best possible price—or to buy one without getting burned? In this episode of Built to Sell | Built to Buy, I sit down with Nathan Hulls, a seasoned business broker and exit advisor with Link Business Brokers. Nathan’s journey spans from starting his first lawn mowing business at 12, to running companies across tech, retail, and fitness, and now guiding business owners and buyers through the high-stakes world of acquisitions. With his unique blend of real-world business ownership and brokerage expertise, Nathan reveals: Why being “exit ready” matters more than wanting to exit—and how to prepare your business years before you sell.The psychology of the deal: how motivation, storytelling, and empathy shape both buying and selling outcomes.The biggest mistakes sellers make (and how to avoid becoming a “dumpster fire” listing).How buyers can protect themselves—from red flags in due diligence to spotting when emotions cloud judgment.Why culture and fit can outweigh the financials in making a business sale stick.The one surprising sale that smashed expectations—going from a $5M appraisal to a $12M deal.Whether you’re a business owner eyeing an exit or a buyer chasing your dream acquisition, Nathan breaks down the numbers, systems, and human factors that truly drive value. 👉 If you’re planning to sell in the next 12 months, his number one piece of advice could save you years of regret. 👉 If you’re buying your first business, his due diligence checklist will keep you from making an emotional mistake. 🔑 Key Takeaways Exit success starts with preparation—years before you plan to sell.Buyers don’t just buy profit; they buy confidence in the future.Culture, systems, and owner-independence drive valuation far beyond the P&L.The right broker doesn’t just list a business; they connect people, stories, and strategies.📬 Connect with Nathan Hulls LinkedIn: Nathan Hulls Email: nathan.hulls@linkbusiness.com.auIf you want to work directly with Sam, head to sampenny.com/action

    53 min

  4. AUG 25

    How to Navigate the Deal Without Getting Burned

    Buying a business isn’t just about reviewing a P&L and signing a contract. Too many investors discover after settlement that they’ve inherited hidden problems—missing systems, staff departures, or a culture that doesn’t fit. In this episode, Sam Penny (aka The Impossible Guy) breaks down the biggest risks buyers face, how to spot them early, and the safeguards you need to put in place so you don’t get burned. Sam shares real-world deal stories, the key questions every buyer should be asking, and the practical protections that separate smart acquisitions from costly mistakes. If you’re planning to buy a business in the next 12 months—or you’ve got one on the radar right now—this session will give you the foresight and tools to take ownership with confidence. What You’ll Learn in This Episode The four core risks that derail business purchases: overstated performance, key person departures, undocumented systems, and cultural mismatch.How to test assumptions during due diligence instead of discovering problems post-settlement.The questions that reveal hidden weaknesses, including:“What are your biggest operational vulnerabilities right now?”“Who are the three most critical people in the business and what keeps them here?”“What would a worst-case first 90 days look like?”Red flags in seller behaviour that signal deeper problems.How to protect yourself with smart deal structures: transition plans, retention clauses, escrow/earn-outs, and SOP handover.A real-world example of a buyer who uncovered undisclosed staff resignations—and saved six figures by renegotiating.Resources & Next Steps 📋 Download the DealSafe Toolkit – includes a due diligence checklist, key buyer questions, and a transition plan template.🎯 Book a Strategy Session with Sam – review your deal and test assumptions before you sign: sampenny.com/chat🎙️ Keep building your skills with the Built to Sell | Built to Buy Podcast – practical lessons from real-world deals.Podcast Exclusive!If you want to work 1:1 with Sam, a small number of spots are available for his loyal podcast listeners. Visit sampenny.com/action to take up this great offer. Next Episode Teaser In the next session, Sam dives into one of the most overlooked aspects of acquisitions: intangible assets. Learn how to identify, value, and leverage intellectual property, brand equity, customer data, and proprietary processes—the hidden drivers of valuation and growth. Click here to view the episode transcript.

    18 min

  5. AUG 20

    The Broker’s Checklist: 10 Things to Do Before You List Your Business: With Sally Stuart

    Selling your business isn’t something you decide on Monday and complete by Friday — it’s a strategic, multi-step process that can take 12 months, 18 months, or even years to get right. In this episode of Built to Sell | Built to Buy, host Sam Penny sits down with returning guest Sally Stuart, one of Australia’s top business brokers specialising in healthcare, allied health, aged care, and NDIS businesses. Together, they go list-to-list, comparing their Top 10 Must-Do Items before taking a business to market. From the broker’s vantage point to the business coach’s perspective, you’ll hear where they agree, where they differ, and how each point can significantly impact your sale price. What You’ll Learn in This Episode: Why defining your reason to sell should be the very first step.The role of professional valuations — and why “what you think it’s worth” isn’t enough.How to clean up your financials and avoid scaring off buyers.Legal and compliance essentials that can derail a sale if ignored.Documenting your SOPs to increase value and reduce risk.The dream team of advisers you need before you go to market.Marketing materials that make your business irresistible — including the IM and pitch deck.Identifying and resolving key person and operational risks.Why removing owner dependency opens the door to more buyers.Managing employee and customer impact for a smooth transition.Why Listen? If you’re a business owner even thinking about selling in the next 2–3 years, this episode could be worth hundreds of thousands of dollars to you. Sam and Sally unpack practical, actionable strategies you can start implementing today to boost your valuation and make your business irresistible to the right buyer. Connect with Sally Stuart: LinkedIn: Sally StuartEmail: sally.stuart@linkbusiness.com.au | sally.stuart888@gmail.comPhone: 0437 082 045Resources & Links: Follow the podcast so you don’t miss the next episode.Download both Sam’s and Sally’s checklists from this episode to start preparing your own sale-ready blueprint -> CLICK HEREWant to work 1:1 with Sam? Exclusive coaching for podcast listeners: CLICK HERE

    41 min

  6. AUG 18

    Exit Ready or Just Tired?

    Too many business owners confuse burnout with readiness. Feeling exhausted after a tough year doesn’t mean your business is ready to sell—and waiting too long for the “perfect moment” can be just as costly. In this episode, Sam Penny breaks down how to know whether you’re truly exit ready or just tired, and the steps you can take to avoid one of the most expensive mistakes an owner can make. Sam draws on his own experience building and selling seven-figure businesses, plus his work alongside brokers and buyers, to give you a clear, no-nonsense framework for exit success. What You’ll Learn in This Episode The difference between burnout and readiness—and why mistaking one for the other can cost you millions.The two layers of readiness: emotional and structural—and why both must align.The five core drivers of exit readiness every buyer looks for:Three-year financial stabilityOwner independenceDocumented systems and processesA clear growth storyStrong market positioningSigns you’re just tired (not ready to sell): no succession plan, dependence on your role, rapid growth still underway.The hidden costs of selling too early—lower multiples, seller’s remorse, and leaving growth for the buyer.The dangers of waiting too long—declining performance, market shifts, and negative buyer perception.The self-check framework: 4 brutally honest questions to assess if your business could survive without you and appeal to buyers.How to prepare your deal room, leadership team, and transition plan before going to market.Sam’s Exit Readiness Action Plan—a step-by-step approach to maximise valuation and sell on your terms.Links & Resources Want my to be in your corner? I have a small number of coaching spots available: sampenny.com/actionListen to more episodes of Built to Sell | Built to Buy: sampenny.com/podcastDownload your free Business Sale Readiness Report: sampenny.com/readiness

    21 min

  7. AUG 13

    Inside the Broker’s Mind: How to Sell (or Buy) a Business the Right Way with Sherryn Deetlefs

    What really makes a business sellable — and what will turn buyers away? In this episode of Built to Sell | Built to Buy, I sit down with Sherryn Deetlefs, a LINK business broker who’s walked in the shoes of both sellers and buyers. Before moving into broking, Sherryn built and sold multiple businesses across hospitality, textiles, health, and design — giving her a unique, hands-on perspective of what it takes to close a successful deal. We dive deep into: Why you should get a market appraisal well before you plan to sellHow to prepare your business so buyers can’t say noThe mistakes that sink deals before they startHow cultural and operational fit can outweigh the highest offerCreative deal structuring that keeps negotiations aliveRed flags for buyers during due diligenceWhy storytelling matters just as much as numbers in attracting the right buyerWhether you’re a business owner planning your exit or a buyer hunting for the right fit, this conversation is packed with practical strategies, real-world stories, and behind-the-scenes insights from someone who’s been on both sides of the table. Connect with Sherryn Deetlefs: 🔗 LINK Business: linkbusiness.com.au/business-broker/sherryn-deetlefs 💼 LinkedIn: linkedin.com/in/sherryn-deetlefs-a33483b9 📸 Instagram: instagram.com/sherryndeetlefs_businessbroker Listen & Subscribe: 🎧 Apple Podcasts: Built to Sell | Built to Buy on Apple Podcasts 🎧 Spotify: Built to Sell | Built to Buy on Spotify 📺 More Episodes: sampenny.com/podcast

    39 min

  8. AUG 11

    Why Every Business Buyer Needs to Know the Seller's Exit Plan!

    Most buyers fixate on the numbers—revenue, profit, multiples. But here’s what they miss: the seller’s exit plan is the X-ray. It reveals the true condition of the business, the handover risk, and whether you're about to inherit clarity or chaos. In this episode, Sam Penny pulls back the curtain on why a seller’s exit strategy—or lack of one—can make or break your acquisition. Whether you’re actively negotiating or just sizing up your first opportunity, this episode will teach you how to interpret what sellers say… and what they don’t. From vague timelines to emotional hesitations, you'll learn how to decode the clues that reveal a seller’s readiness, reliability, and the operational depth of the business they’re leaving behind. 📌 What You’ll Learn: The 5 signals hidden inside every seller’s exit storyRed flags that signal a risky handover (before it’s too late)How to ask tough questions without spooking the dealWhy vague exit timelines often hide deeper issuesWhat a well-structured exit plan tells you about the systems, team, and cultureReal-life case study of a ‘clean’ deal that nearly turned disastrousTools and templates to assess the true handover risk🛠 Free Tools Mentioned: 🧠 Exit Readiness Scorecard: Quickly assess how prepared the seller really is → sampenny.com/readiness🧾 Transition Questions Guide: Ask the questions that uncover hidden risks → sampenny.com/readiness📋 Deal Debrief Template: Reflect and spot gaps post-conversation → sampenny.com/readiness📅 Book a Strategy Call: Get 1:1 clarity on your deal before you commit → sampenny.com/chat💡 Big Takeaway: You don’t just buy a business. You buy the first 90 days after takeover. If the seller’s exit plan is vague, reactive, or emotional, it’s a preview of what you’re walking into. And that chaos will cost you time, money, and momentum. Smart buyers read the seller, not just the spreadsheet. 📢 Next Episode Teaser: Next week, we’re diving into How to Value and Leverage Intangible Assets. You’ll learn how to price and negotiate for brand, culture, IP, and systems—the hidden drivers of a business’s real value. 🎧 Listen & Subscribe: Catch this episode and more on: SpotifyApple PodcastsSamPenny.com/Podcast💬 Let’s Connect: Got a deal on the table? Don’t walk into it blind. Book a session with Sam → sampenny.com/chat

    24 min
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Unlock the secrets to building, buying, and selling businesses that thrive without you. Join Sam Penny, renowned entrepreneur, adventurer, and Coach for the Brave, as he delves into the strategies that empower business owners to scale operations, enhance valuations, and achieve true independence. Drawing from over 25 years of hands-on experience in founding, growing, and exiting multiple ventures—including the acclaimed Cheese Therapy—Sam offers actionable insights to help you: 90 Days With Sam Transition from operator to architect, freeing yourself from daily operations. Implement systems and processes that drive efficiency and scalability. Navigate the intricacies of buying or selling a business, ensuring optimal outcomes. Cultivate a leadership mindset that fosters team empowerment and autonomy. Enfuce Whether you're preparing to sell your business, considering an acquisition, or seeking to optimize your current operations, Built to Sell | Buy provides the tools and frameworks to make informed decisions and take decisive action. Each episode features real-world examples, expert interviews, and practical advice designed to challenge conventional thinking and inspire bold moves. Subscribe now to embark on a journey toward business freedom and discover how to build or buy a business that doesn't just survive—but thrives. For additional resources, templates, and to register for our exclusive webinar series, visit sampenny.com.

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