FOR OWNERS
Sell
Prepare properly, understand your value and find the right buyer.
Selling your business →CANADIAN M&A ADVISORY
Founders helping founders
buy and sell companies.
Know what your business is worth, what your options are, and how ready you are, before you decide anything.
OUR PHILOSOPHY
Clarity before commitment.
We help owners understand what their business is worth, explore the options in front of them, and prepare for what’s ahead, so the decision is made on your terms, with no pressure.
Your freedom is closer than you think.
Time with the people who matter most. A morning without a full inbox. The freedom to travel, to rest, to build something new if you choose. A legacy that outlasts the business.
“Most owners don’t make the wrong decision. They just wait too long to make it.”
THE JOURNEY
Bridging the gap to founder freedom.
There’s a gap between where you are today and the freedom you want. Closing that gap takes clarity, preparation and the right plan. We walk all four steps with you.
01 BUSINESS READINESS
Insight
What drives value, where the risks are, and how buyers will see it.
- Sellability ScoreSee how your business performs across the 8 drivers buyers care about.
- Market comparablesWhat businesses like yours are actually selling for today.
STAGE 01 · BUSINESS READINESS
YOUR SELLABILITY SCORE · SAMPLE
66/100
SELLABLE, ROOM TO GROW
02 PERSONAL READINESS
Clarity
How dependent the business is on you, and whether an exit funds the life you want.
- Time studyWhere your hours go, and what still depends on you.
- Wealth gapWhether an exit today would fund your lifestyle.
STAGE 02 · PERSONAL READINESS
A typical founder’s week
EXAMPLE62hours, and only 6 spent owning it
- Firefighting
- Doing the work
- Managing
- Owning
Does an exit fund your life?
EXAMPLE+$8.4Mleft over
- $10.3MBusiness value
- +$5.0MNet worth
- $15.3MNet position
- −$6.9MLifestyle cost
- +$8.4MWealth gap
03 FINANCIAL READINESS
Return
What the business earns, what you need it to earn, and how to close the difference.
- Profit driversWhere margin is lost, and which levers raise earnings.
- Holdco & cashflow structuringStructure the sale so more of the value reaches you.
STAGE 03 · FINANCIAL READINESS
What one focused year is worth
EXAMPLE+$16.5Min value, in 12 months
EBITDA+$2.7M
BUSINESS VALUE+$16.5M
How the value reaches you
EXAMPLEFOUNDER · ~85%
OWNER
The founder
HOLDCO
Founder’s HoldCo
OPCO
Operating business
MINORITY · ~15%
PARTNER · 3%
Manager A
SIX SHAREHOLDERS
~2% each
REAL ESTATE · PARALLEL
REALCO · SEPARATE
Land Holdings Co.
Kept out of the sale
04 TRANSITION READINESS
Transfer
Compare your options and build a clear plan for what happens next.
- Options analysisThe realistic paths open to you and what each would require.
- Action planWhat to fix, when to move, and how the sale gets run.
STAGE 04 · TRANSITION READINESS
Two paths, compared
EXAMPLESell now, keep 25%
0–12 MO$10.68MINDICATIVE BOV
Not aloneCLEARS $20M?
Cash in hand today, but roughly half the goal left on the table.
Staff up, then sell
12–36 MO$25.65MPROJECTED BOV
YesCLEARS $20M?
+$14.97M against exiting now, but two more years and execution risk.
100+
Transactions
2,000+
Buyers in our CRM
25+
Industries served
OUR COMMITMENT
We want what’s best for you, not just a sale.
We won’t push you to sell before you’re ready
If the honest answer is “not yet”, we’ll say so and show you what to work on first.
We won’t take a listing we don’t believe in
A business that isn’t ready stalls, and that costs you more than waiting.
We won’t stop caring once the deal closes
When the deal is done you’re still a founder in our community, not a closed file.
Simon FallowsFounder, Freedom for Founders
WHY FREEDOM FOR FOUNDERS EXISTS
“I’ve been in the chair you’re sitting in.”
I spent fifteen years building a successful business and believing that being in control was what made me a good owner.
It took losing pieces of my life, and one costly afternoon in a Toronto boardroom, to realize how wrong I was.
What happened next became the reason I built Freedom for Founders.
FREQUENTLY ASKED QUESTIONS
Your business is worth what someone is willing to pay for it. Our job is to understand your business’s full value, not just what shows up on the bottom line, and to defend that value throughout the deal process with a buyer. We use market data and comparable transactions to give you a realistic view of what qualified buyers may actually pay today.
No. Most of the owners we talk to are years away from selling, or haven’t decided at all. Our process starts with understanding where your business stands today, not a listing agreement, so there’s no pressure and no obligation to commit to anything. If the honest answer is “not yet,” we’ll tell you that directly and show you exactly what to work on first. Many owners start with the free Sellability Score just to get a clearer picture, with zero commitment attached.
Completely. Listings go to market confidentially and buyers sign NDAs before they see any detail. Your team, customers and competitors hear nothing from us.
Preparation is usually the longest part, and it’s the part that pays off. Getting the business valued, gaps identified, and the numbers structured properly typically takes six to eight weeks. Once that groundwork is done and the business actually goes to market, a well-run process with qualified buyers usually takes several months from first conversations to closing.
That’s normal, and it’s a big part of why we look at personal readiness alongside the financial picture. Knowing what you actually want next isn’t an afterthought, it’s part of the work itself, and “grow” is just as valid an answer as “sell.” A lot of owners find that once they see the business clearly and know what life after ownership could look like, the decision gets easier, whichever direction it goes.
With your Sellability Score. It takes about 13 minutes and is completely private. From there, one of our M&A advisors reaches out for a conversation to understand where you’re at and how we can help. What happens after that is still your choice.
CLARITY BEFORE COMMITMENT
Know where you stand before you decide what’s next.
Your Sellability Score takes about 13 minutes and gives you a clearer picture of your business, your options and what to focus on next.