Maximising Exit Value: Beyond “Lipsticking the Pig”
The Challenge: More Than Just Lipstick
Not long ago, we were approached by the founding team of a mid-market, internationally operating technology services company. Their goal? A successful exit with a private equity (PE) firm. The CEO joked, “So, we’re going to lipstick the pig?” — a humorous take on the complex task of preparing a company for sale.
But as we all know, selling a company is about far more than just dressing it up with superficial fixes. The real challenge was uncovering the company's hidden value and long-term potential to maximise its appeal to investors.
Our Approach: From Cosmetic Fixes to Strategic Storytelling
There needed to be more than surface-level changes. We had to go deeper and take a strategic approach to storytelling, ensuring the company’s value was evident from every angle. Here’s how we did it:
Brand Positioning — We redefined the company’s core brand positioning and aligned it with market trends and growth opportunities. By highlighting its uniqueness, we increased its appeal and perceived value.
Product and Service Portfolio — We meticulously clarified how the company’s offerings impacted its clients. This made the portfolio more transparent and compelling, strengthening its investment proposition.
Thought Leadership — We showcased the founders’ vision and how their forward-thinking approach positioned the company as a leader in navigating market dynamics. This added credibility and made their growth story more attractive to investors.
Investor Engagement — We tailored narratives to specific investors instead of a one-size-fits-all approach, aligning the company’s strengths with its goals. This cred a story that resonated profoundly and positively influenced negotiations.
The Results: A Deal That Surpassed Expectations
What started as “lipstick the pig” evolved into a comprehensive, strategic process that exceeded everyone’s expectations. Investors were not just impressed; they were thrilled about the company’s potential as a growth platform. Moreover, the internal team gained renewed pride in what they had built, and they were excited to embark on the next phase of expansion under new ownership.
Conclusion: The Power of Storytelling in Exit
Exits are not just about spreadsheets and numbers; they’re about telling a truth-based, compelling narrative highlighting a company’s value and potential. Strategic storytelling enhances a company’s external perception and revitalises internal dynamics, making everyone involved see the bigger picture.
Does this sound familiar? Are you struggling to articulate your company’s true potential? If so, you might be underselling yourself. As this case shows, strategic storytelling is more than a nice-to-have — it’s essential to maximising exit value.
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