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How We Got Equity in a “Boring” Business

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Hey there entrepreneurs,

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Welcome to the Better Business Brief, where I share takeaways from:

• running businesses I’m building to sell for millions
• My advisory with other business owners building to sell for millions
• tips and tricks you can use to do the same

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This week, I’m breaking down a deal we’ve been working on for the last 5 months, and has changed my perspective on how to acquire businesses...

So today, in less than 5 minutes, I’ll give you: ​ 🔧 How we turned value into ownership 🧠 Why more business owners should structure deals like this 📹 A walkthrough of the journey getting it done

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The first thing you need to understand is that we initially connected with the owner of this business and were brought on just to provide sales and growth consulting and advisory.

From there, it became something else…

The Business:

This wasn’t some sexy startup or viral product.

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It’s a commercial air duct cleaning company that’s been operating in Central Florida for over 20 years.

Great service. Solid team. Consistent revenue.

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But they had barely scratched the surface of residential work and had a lot of confusion and issues in the setup of the organization.

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There was real opportunity sitting untouched.

My partner Grant and I were brought in to help - no expectations beyond that.

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We started advising on growth strategy, fixing role confusion, tightening up the systems, and spinning up marketing and sales outreach strategy.

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The more we worked together, the more the owner saw what we brought to the table: not just ideas, but execution.

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How the Deal Took Shape

Eventually, the conversation shifted.

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He didn’t want to sell the business outright.

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But he did want a partner who could grow the parts of the business he didn’t have the time, desire, or skillset to focus on.

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So we proposed something that made sense for both sides:
A structure where we could earn equity by helping grow the business.

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Over the next few weeks, we negotiated terms.

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We adjusted things. We listened.

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And we landed on a simple, aligned deal, with a clear operating agreement spelling out roles, responsibilities, and upside.

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The Result

As of June 2025, the business has already crossed $1M in revenue for the year.

Usually, Q4 is its strongest time every year.

We're on track to grow over 50% year-over-year.

We’re now in a position to build real equity in a great business, by doing what we do best.

And the original owner gets a team that’s actively growing the value of his company, not just extracting from it.

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This is a win-win model more people should know about and one that works more for your everyday entrepreneur wanting to get into business ownership.

I documented the 6 or so last weeks of the journey…

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From initial conversations to final deal, including behind-the-scenes updates, hard conversations, the actual agreement, and what happened after we signed.

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You can watch it here: https://youtu.be/dynhtKQ4JRQ​

It’s not a playbook I just wrote out. It’s not theory.

This is real life look at how it worked, and I want more people to see what’s possible.

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If you want to join our new community of people working towards deals like this, you can do so here.​

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If you like these ideas or found this informative, stick around and subscribe. I do this newsletter every week.

If you did, share it with a friend who may too, as this is the best way for me to grow it and make this better.

They can even sign up here :)
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Happy value-building to you!

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See you next time for Better Business Brief,

-Brody