Built to Sell | Built to Buy
Unlock the secrets to building, buying, and selling businesses that thrive without you. Join Sam Penny, renowned entrepreneur, adventurer, and Coach for the Brave, as he delves into the strategies that empower business owners to scale operations, enhance valuations, and achieve true independence. Drawing from over 25 years of hands-on experience in founding, growing, and exiting multiple ventures—including the acclaimed Cheese Therapy—Sam offers actionable insights to help you: 90 Days With Sam Transition from operator to architect, freeing yourself from daily operations. Implement systems and processes that drive efficiency and scalability. Navigate the intricacies of buying or selling a business, ensuring optimal outcomes. Cultivate a leadership mindset that fosters team empowerment and autonomy. Enfuce Whether you're preparing to sell your business, considering an acquisition, or seeking to optimize your current operations, Built to Sell | Buy provides the tools and frameworks to make informed decisions and take decisive action. Each episode features real-world examples, expert interviews, and practical advice designed to challenge conventional thinking and inspire bold moves. Subscribe now to embark on a journey toward business freedom and discover how to build or buy a business that doesn't just survive—but thrives. For additional resources, templates, and to register for our exclusive webinar series, visit sampenny.com.
Episodes
What does it take to turn a side hustle into a household name? For Jim Penman, it started with mowing lawns for twenty-four dollars a week — and grew into Jim’s Group, one of the largest and most recognisable franchise networks in Australia and beyond.
In this conversation, Jim shares the story of how he built a brand that now stretches across more than 50 industries, why customer service has always been his non-negotiable,...
What does it take to build a company, nearly lose it twice, and still walk away with a successful exit?
In this episode, Sam Penny sits down with John Williamson, founder of Construct Health. John grew his physiotherapy business to 40 staff, faced near-bankruptcy during the mining downturn, and ultimately rebuilt, restructured, and sold his company to a national group. Along the way, he discovered that resilience isn’t just...
What does it really take to sell your business for the best possible price—or to buy one without getting burned?
In this episode of Built to Sell | Built to Buy, I sit down with Nathan Hulls, a seasoned business broker and exit advisor with Link Business Brokers. Nathan’s journey spans from starting his first lawn mowing business at 12, to running companies across tech, retail, and fitness, and now guiding business owners a...
Buying a business isn’t just about reviewing a P&L and signing a contract. Too many investors discover after settlement that they’ve inherited hidden problems—missing systems, staff departures, or a culture that doesn’t fit. In this episode, Sam Penny (aka The Impossible Guy) breaks down the biggest risks buyers face, how to spot them early, and the safeguards you need to put in place so you don’t get burned.
Sam shares...
Selling your business isn’t something you decide on Monday and complete by Friday — it’s a strategic, multi-step process that can take 12 months, 18 months, or even years to get right. In this episode of Built to Sell | Built to Buy, host Sam Penny sits down with returning guest Sally Stuart, one of Australia’s top business brokers specialising in healthcare, allied health, aged care, and NDIS businesses.
Together, they...
Too many business owners confuse burnout with readiness. Feeling exhausted after a tough year doesn’t mean your business is ready to sell—and waiting too long for the “perfect moment” can be just as costly. In this episode, Sam Penny breaks down how to know whether you’re truly exit ready or just tired, and the steps you can take to avoid one of the most expensive mistakes an owner can make.
Sam draws on his own experience ...
What really makes a business sellable — and what will turn buyers away?
In this episode of Built to Sell | Built to Buy, I sit down with Sherryn Deetlefs, a LINK business broker who’s walked in the shoes of both sellers and buyers. Before moving into broking, Sherryn built and sold multiple businesses across hospitality, textiles, health, and design — giving her a unique, hands-on perspective of what it takes to close a suc...
Most buyers fixate on the numbers—revenue, profit, multiples. But here’s what they miss: the seller’s exit plan is the X-ray. It reveals the true condition of the business, the handover risk, and whether you're about to inherit clarity or chaos. In this episode, Sam Penny pulls back the curtain on why a seller’s exit strategy—or lack of one—can make or break your acquisition.
Whether you’re actively negotiating or just sizi...
Even great businesses fail to sell; not because of poor performance, but because of a poor process.
In this powerhouse episode, Sam Penny unpacks why buyers walk away from solid businesses and what sellers can do to stop the deal from slipping through their fingers. From pre-market prep to buyer handover, Sam walks you through the 5 critical stages of a successful sales process, the 6 deal killers that spook buyers, and the...
Too many investors get seduced by EBITDA and end up buying the wrong business. In this episode, Sam Penny dives deep into what really matters when you're buying: fit. Because even a profitable business will eat you alive if the values, leadership style, or vision don’t align with you.
Drawing from 25 years of real-world experience buying, building, and selling businesses, Sam introduces the Buyer Fit Framework—a simple but ...
Most business owners think their business will sell because of the numbers — the profit, the growth, the potential. But step into a business broker’s world, and you'll find that's not what kills deals. It’s fear.
In this episode of Built to Sell | Built to Buy, host Sam Penny is joined by Australia’s #1 business broker Sally Stuart, who sold 35+ businesses in just the past two years. Together, they unpack exactly why busine...
🎧 Episode Summary:
Think your business will sell because it's profitable? Think again.
In this powerhouse episode, business coach and advisor Sam Penny reveals the real reason businesses sell—and why the ones that should sell often don't. Spoiler: It's not EBITDA. It's not your P&L. It’s not even your systems.
It’s alignment.
Buyers don’t just want a business that makes money—they want one that feels like home. One that r...
Episode Summary:
In this critical episode of the Built to Sell | Built to Buy podcast, business coach Sam Penny dives deep into one of the most overlooked (yet most expensive) parts of buying a business: risk. Not revenue. Not growth potential. Risk — and how to spot it, quantify it, and price it into your offer.
Whether you're a first-time buyer or a seasoned investor, this session will change how you think about due d...
🚨 Thinking about selling your business — now or in a few years? This episode is your blueprint. 🚨
Join business coach Sam Penny as he dives deep into the real reason deals fall apart — risk. Not revenue. Not EBITDA. Not potential. But perceived risk.
In this session, Sam Penny dives into how to properly de-risk your deal when preparing to sell. Making your business bulletproof involves removing yourself from daily tasks an...
Sam Penny delves into the intricacies of due diligence in business acquisitions, emphasizing the importance of interpreting data beyond the surface level. He outlines key questions buyers should ask, identifies financial and operational red flags, and discusses common seller tricks. Through a real case study, he illustrates how thorough due diligence can save buyers from overpaying and highlights the necessity of asking th...
In this session, Sam Penny discusses the critical role of numbers in selling a business, emphasizing that while branding and storytelling are important, the financials ultimately drive valuation. He outlines key metrics to measure, improve, and present effectively to potential buyers, introducing the core value formula and the eight value drivers that influence business valuation. The session also covers actionable steps f...
In this episode of Built to Sell | Built to Buy, business coach and entrepreneur Sam Penny unpacks the exact steps to unlock the full potential of your business — whether you're preparing to scale, step back, or eventually sell.
If you’re stuck in the weeds, still wearing all the hats, and wondering why your business hasn’t hit the next level, this is the blueprint. Sam reveals how to escape survival mode and instead design...
Most founders know the chaos—they just don’t realise the cost. In this episode of Built to Sell, Sam Penny unpacks how business systems create not just calm—but serious valuation upside.
He shares a practical framework for documenting, delegating, and automating your operations, explains why Standard Operating Procedures (SOPs) don’t need to be boring, and shows how buyers view predictability as profit.
This isn’t about maki...
In this episode of Built to Sell | Built to Buy, Sam Penny interviews Nigel Hall, a seasoned entrepreneur and investor, about the critical shift of making oneself redundant in business. They discuss the importance of surrounding oneself with capable people, the role of trust and delegation, and the necessity of systems and automation in achieving business independence. Nigel shares insights on business valuation, common pi...
While most buyers obsess over financials, the real value of a business often lies deeper—within its systems. In this episode, Sam Penny breaks down the hidden signals that business systems reveal during due diligence.
You’ll learn how to spot red flags, recognise green flags, assess system maturity, and ask the questions that separate savvy investors from those who unknowingly buy chaos. Whether you're buying your first bus...
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