The Founder Sell Process

How to sell your SaaS, step by step, no broker required

A 6-phase founder-led process: valuation → optimization → buyer outreach → LOI → due diligence → closing. Save the 6-10% broker fee, keep the upside.

Most founders pay brokers 6-10%, and don't need to

  • Brokers add value above $10M ARR, under that, you're paying for connections you can build yourself
  • Sub-$5M SaaS deals close in 4-6 months DIY, same as broker-led
  • Founders who run their own process keep $300K-$1M+ in fees on a $5M deal

Features

  • Phase 1: Valuation: Run AI Valuation, lock in your range, set walk-away number. Week 1.
  • Phase 2: Optimization: 3-12 months pulling levers in Value Loop to grow your multiple before market.
  • Phase 3: Buyer Outreach: 50-150 targeted outreach to PE roll-ups, strategics, micro-PE. Week 1-4 of process.
  • Phase 4: LOI: Negotiate Letter of Intent. Headline price, structure, exclusivity period. Week 4-8.
  • Phase 5: Due Diligence: Buyer's 60-90 day deep dive. Your DD Pack saves your life here.
  • Phase 6: Closing: Definitive agreement, escrow, working capital adjustments, wire. Week 12-16.

How it works

  1. Step 1 - Get acquisition-ready: Run Exit Score → fix gaps → optimize via Value Loop. 6-12 months.
  2. Step 2 - Build buyer list: Use our buyer database + LinkedIn + sector newsletters. 100-300 targets.
  3. Step 3 - Run the process: Outreach → LOI → DD → closing. 4-6 months from launch to wire.

FAQ

Should I really skip the broker?

Under $5M ARR, yes, math doesn't work. $5M-$15M, depends on your network. $15M+, broker pays for itself in deal terms negotiation.

How long does the whole process take?

4-6 months from outreach to wire is typical. 9-18 months if you include pre-market optimization phase.

What's the #1 mistake founders make?

Going to market without optimization. They show up with a 60-score business expecting 80-score multiples. Add 6 months of Value Loop work, get 1-2x more.