We Bought A Brand!

Here's what we found and how it all shook out.

I've got a story for you today – one that's been keeping me up at night (in a good way) for the past few months. We just closed on our first business acquisition, and let me tell you, it's been quite the ride!

Picture this: a 30-year-old health and wellness brand with a loyal following, but struggling to keep up in the digital age. That's Dr. Barry's, the business we just acquired. When we first stumbled upon this opportunity, it was like finding a diamond in the rough. Sure, the financials weren't exactly glamorous, but what we saw was potential – and lots of it.

The more we dug into Dr. Barry's, the more excited we got. They had this authority website pulling in 40,000 visitors a month, but it was about as optimized as a flip phone in 2023. Then there were these email lists with 20,000 subscribers just... sitting there. And don't even get me started on their Amazon presence – it was like they were selling in whispers when they could've been using a megaphone.

Now, I know what you're thinking: "Sounds great, but how much did this diamond in the rough cost you?" Well, here's where it gets really interesting. We struck a deal for $75,000 for 90% ownership. But here's the kicker – it's all seller-financed over five years at 0% interest. Yes, you read that right. Zero percent. And if for some reason things go south? The previous owners get the business back, no strings attached.

I'll be honest, there were moments during the negotiation where I was pinching myself. It felt almost too good to be true. But as we pored over the P&Ls, researched market trends, and evaluated the products, we became more and more convinced: this was our chance to take a solid foundation and build something truly remarkable.

Of course, it wasn't all smooth sailing. There were late-night number-crunching sessions, countless "what-if" scenarios, and more than a few moments of doubt. But in the end, our excitement about the potential outweighed our fears.

So, what's next for Dr. Barry's? Well, we're rolling up our sleeves and getting to work. We're giving that website a much-needed facelift, dusting off those email lists, and reformulating the main product to knock customers' socks off. Our goal? To take this brand from hidden gem to household name.

I have to say, this whole experience has been a fun and practical way to learn business acquisitions. It's taught me the power of creative deal structures, the importance of seeing potential where others see problems, and the value of trusting your gut (while still doing your homework, of course).

As we embark on this new chapter with Dr. Barry's, I can't help but feel a mix of excitement and nervous energy. It's like standing at the base of a mountain, knowing the climb ahead will be challenging but the view from the top will be worth it.

I'll be sharing more about our journey as we grow this brand, so stay tuned for the ups, downs, and everything in between. And hey, I'm curious – have you ever thought about acquiring a business? Or have you been through this rodeo before? Let me know in the comments.

Here's to new adventures and calculated risks,

Deacon Bradley

P.S. If you know anyone who's been thinking about taking the plunge into business acquisitions, feel free to forward this email. The more, the merrier on this crazy entrepreneurial journey!