The Exit Exchange Archives - Business RadioX ®

Will Lee on What Drives Business Value at Exit

April 8, 2026 by John Ray

Will Lee, Applied Economics, on Valuation Myths, ESOPs, and Why Exit Planning Can't Wait (The Exit Exchange, Episode 26) with host John Ray

North Fulton Studio

Will Lee on What Drives Business Value at Exit

00:00 /

Will Lee, Applied Economics, on Valuation Myths, ESOPs, and Why Exit Planning Can’t Wait (The Exit Exchange, Episode 26)

In this episode of The Exit Exchange, host John Ray welcomes Will Lee, Managing Director at Applied Economics, for a wide-ranging conversation on business valuation, ESOPs, and the cost of waiting too long to plan a business exit.

Will explains why valuation is both an art and a science and why the “country club valuation,” where an owner benchmarks against what a friend received for his trucking company in 2022, can lead to painful surprises. He walks through the three things that actually drive value: cash flows, growth, and risk. He also discusses the increasing importance of AI tools in valuation and their limitations, particularly in identifying concentrations and risks that an owner may not disclose.

The conversation also covers ESOPs in depth: how they work, what kinds of companies are suitable candidates, and why they have become an increasingly attractive option for owners who want to protect employees and preserve their legacy rather than hand the keys to an outside buyer with promises that nothing will change. Will draws on a standout success story involving a small Winder, Georgia, manufacturer facing a French multinational, where his team helped turn a $7.5 million LOI into a $14 million closing.

The host of The Exit Exchange is John Ray, and the show is produced by John Ray and North Fulton Business Radio, LLC, the North Fulton affiliate of Business RadioX®.

Key Takeaways from This Episode

Business owners often rely on outdated rules of thumb or “country club valuations” to estimate what their company is worth, both of which can be seriously misleading depending on market conditions and the specifics of the business.
The three factors that consistently drive valuation are cash flows, growth, and risk. Owners who work on all three well in advance of a sale give themselves the best chance of a strong outcome, regardless of market timing.
ESOPs serve as a viable and often overlooked exit strategy for owners seeking continuity, employee retention, and legacy preservation, especially in industries such as architecture, engineering, and construction, where traditional sales often result in talent loss.
AI tools and valuation software can be useful starting points, but they cannot replicate the judgment required to assess customer concentration, key-person risk, or the nuanced risk factors that drive defensible, professional valuations.
Exit planning that starts too late forces owners to focus on the sale process at exactly the wrong time, when their attention should be on keeping the business healthy and the numbers moving in the right direction.

Topics Discussed in this Episode

00:25 Introduction and welcome to Will Lee
02:13 Will’s background and how he joined Applied Economics
04:00 Working for free in the break room and earning a full-time offer
05:49 Why business valuation offers more variety than most finance careers
06:48 What business valuation actually is and how fair market value is defined
08:06 Reconciling fair market value with “something is worth what someone will pay for it”
09:40 The difference between a business valuator and an investment banker
12:18 Why business owners should get a valuation beyond the legally required moments
15:58 Common misconceptions owners have about what their business is worth
18:23 When AI tools and software are useful and when they fall short in valuation
19:33 When to hire a professional valuator and what the IRS requires
20:21 What distinguishes Applied Economics from other valuation firms
26:30 ESOPs defined and why they are becoming more popular
30:07 What kinds of companies are good ESOP candidates
33:03 When business owners should start exit planning and what happens when they wait
35:41 Why Will joined XPX Atlanta and what it offers lower middle market business owners
39:06 The importance of specialized advisors, including a discussion of sales tax nexus
40:56 Symptoms that tell a business owner it is time to call Applied Economics
42:30 Success stories: the Winder, Georgia manufacturer and other deals
45:30 How to reach Will Lee and Applied Economics

Will Lee, Applied Economics

Will Lee is a Managing Director with Applied Economics, where he has worked since 2006. He provides business valuation, investment banking, and ESOP advisory services, with experience across gift and estate tax planning appraisals, purchase price allocations, lost profits and economic damages analyses, fairness and solvency opinions, litigation support, and valuations of intangible assets. He became a partner at Applied Economics in 2012 and, in 2020, joined two colleagues in buying out the firm’s founder. He holds the ASA credential and a BBA from the Terry College of Business at the University of Georgia.

Website | LinkedIn

Applied Economics

Applied Economics is an Atlanta-based financial advisory firm founded in 1998, specializing in business valuation, investment banking, and ESOP advisory services. The firm serves a broad range of clients, from growth-stage technology companies to Fortune 100 multinationals, including privately held middle market businesses, private equity portfolio companies, healthcare systems, and nonprofit organizations. Applied Economics performs more than 200 advisory engagements annually for purposes that include financial reporting, gift and estate tax planning, mergers and acquisitions, ESOP administration, and litigation support.

Website

The Exit Planning Exchange Atlanta

Their members work with business owners through all stages of the private company life cycle: business value growth, business value transfer, and owner life and legacy. Their vision: to fundamentally change the trajectory of exit planning services in the Southeast United States. XPX Atlanta delivers a collaboration-based networking exchange with broad representation of exit planning competencies. Learn more about XPX Atlanta and why you should consider joining our community by following this link.

The host of The Exit Exchange is John Ray, and the show is produced by North Fulton Business Radio, LLC, the North Fulton affiliate of Business RadioX®, in Alpharetta. The show archive can be found by following this link.

John Ray Co. is a Gold Sponsor of XPX Atlanta.

3–5 Years Before Exit: Alignment, Pricing, Sales, Branding

March 11, 2026 by John Ray

What Business Owners Should Be Doing 3–5 Years Before Exit, with Lynda Martin, John Ray, Mary Dombrowski, and Jeff Armacost (The Exit Exchange, Episode 25)

North Fulton Studio

3–5 Years Before Exit: Alignment, Pricing, Sales, Branding

00:00 /

What Business Owners Should Be Doing 3–5 Years Before Exit, with Lynda Martin, John Ray, Mary Dombrowski, and Jeff Armacost (The Exit Exchange, Episode 25)

This episode of The Exit Exchange reprises a live XPX Atlanta luncheon featuring Lynda Martin, John Ray, Mary Dombrowski, and Jeff Armacost on what business owners should be doing three to five years before exit.

The conversation focuses on four areas that can materially affect valuation long before a company goes to market: leadership alignment, pricing, sales, and branding. Rather than rehashing legal and tax issues, this panel looks at the less obvious drivers of enterprise value, the ones that often take years to strengthen and do not always show up clearly on a balance sheet at first glance.

Lynda Martin discusses the importance of leadership-team health, alignment, and process discipline in building a company that is less dependent on the owner. John Ray explains why pricing is one of the most direct levers for improving margins and strengthening valuation. Mary Dombrowski explores how sales structure and business development systems create transferable value. Jeff Armacost shows how branding helps buyers and the market see the fullest true story of a company’s value.

This is a practical conversation for business owners who want to build a stronger, more salable company well before the transaction process begins, and for advisors who help them prepare early instead of scrambling late.

The host of The Exit Exchange is John Ray, and the show is produced by John Ray and North Fulton Business Radio, LLC, the North Fulton affiliate of Business RadioX®. John Ray Co. is a Gold Sponsor of XPX Atlanta.

Key Takeaways From This Episode

Most owners start thinking about exit too late. Real value improvements usually need years, not months.
Leadership alignment matters because buyers want a business that can run without the founder carrying everything.
Strong sales systems create transferable value by making revenue more consistent and less owner-dependent.
Pricing is one of the most direct ways to improve margins, but it only works when the company can explain and defend its value.
Branding helps buyers and the market see the fullest true story of the business, which can strengthen both growth and valuation.

Topics Discussed in this Episode

00:00 Introduction
00:24 Opening and why owners need to think earlier about exit
02:23 Panel introductions
06:21 Lynda Martin on leadership alignment, process, and reducing founder dependence
09:27 John Ray on the importance of pricing strategy and why pricing affects valuation
18:35 Mary Dombrowski on sales structure, founder dependence, and transferable value
28:03 Jeff Armacost on branding, positioning, and telling a stronger story
33:44 Examples of how alignment, pricing, sales, and branding changed exit value
44:01 Where to find the panelists
46:44 Close

Lynda Martin, EOS Worldwide

Lynda Martin

Lynda Martin has been walking alongside small and mid-sized business owners since the late 1990s, helping them navigate growth, challenges, and big decisions with clarity and confidence. Over the years, Lynda has provided steady guidance to leadership teams during nearly a dozen successful business exits. For the past 13 years, Lynda has served as an EOS Implementer®, bringing practical wisdom, honest conversations, and proven tools to help companies become stronger and healthier. Known for her calm presence and no-nonsense insight, Lynda helps leaders build businesses they’re proud of and lives they enjoy.

Website | LinkedIn

John Ray, John Ray Co.

John Ray

John helps professional service business owners increase enterprise value years before exit through pricing strategy. Pricing is often the most direct lever for raising margins without adding headcount, and stronger margins translate into a stronger valuation. He advises consultants, attorneys, coaches, and fractional executives on value-based pricing, proposals, and business development. John brings 13 years as an independent business owner advising expert practitioners, plus earlier finance and M&A experience, including at J.P. Morgan. He is the author of The Generosity Mindset and host of two podcasts, The Price and Value Journey and North Fulton Business Radio.

Website | LinkedIn

Mary Dombrowski, Strategic Inflection Advisory

Mary Dombrowski

Mary Dombrowski is the founder of Strategic Inflection Advisory, where she partners with business owners to build scalable, salable companies well before they’re considering exit. As a strategic advisor, Mary specializes in creating business development and sales structures that generate transferable value. Her work transforms founder-dependent businesses into assets that can operate—and sell—without the owner. With 20+ years in revenue leadership, Mary helps clients achieve sustainable growth and build businesses positioned for successful exit.

Website | LinkedIn

Jeff Armacost, Build Brand Capital

Jeff Armacost

For 25+ years Jeff has guided successful, standout brand development for 100s of companies and organizations of all kinds. Business owners and CEOs call on Jeff as a thinking partner to build their brand and a cost-effective solution for ongoing branding, brand launches, and key internal branding initiatives. Fast-growing small businesses call on Jeff when it’s time for a serious rebrand or on-the-fly brand refresh that positions them to reach big goals and outpace their competition. Experienced business advisors pull Jeff in—and if needed, his team of graphic design and web development—to add big-time brand power to their clients’ marketing campaigns, new website projects, and more.

Website | LinkedIn

The Exit Planning Exchange Atlanta

John Ray Co. is a Gold Sponsor of XPX Atlanta.

Navigating Back Office Success with Gabrielle Mills of Sourced.

April 29, 2025 by John Ray

North Fulton Studio

Navigating Back Office Success with Gabrielle Mills of Sourced.

00:00 /

Navigating Back Office Success with Gabrielle Mills of Sourced. (The Exit Exchange, Episode 23)

In this episode of The Exit Exchange, host John Ray welcomes Gabrielle Mills, President of Sourced., a leading full-service back-office solutions firm. Gabrielle discusses her entrepreneurial journey, highlighting how she and her mother founded Sourced., a firm that provides fractional support in accounting, marketing, HR, and administrative services. She delves into the importance of effective back-office management for business growth and successful exits, sharing insights on common pitfalls, such as accounting mistakes. The conversation also touches on the role of AI in accounting, the significance of scalable business models, and the value of joining XPX Atlanta for business growth. Listen to learn more about how Sourced. helps businesses navigate their back-office needs and prepare for future success.

The host of The Exit Exchange is John Ray, and the show is produced by John Ray and North Fulton Business Radio, LLC, the North Fulton affiliate of Business RadioX®. John Ray is a Gold Sponsor of XPX Atlanta.

Gabrielle Mills, President, Sourced.

Gabrielle Mills is a seasoned entrepreneur with a proven track record in scaling small businesses into profitable companies. She is the co-founder and President of Sourced., a leading full-service back-office solutions firm. Gabrielle established the company from its inception, incorporating various business units such as accounting, marketing, human resources, administrative services, and talent acquisition.

Prior to founding Sourced., Gabrielle worked in corporate marketing and branding at IHG, supporting high-profile partners like the PGA Tour, CMT, and other global hospitality brands.

Gabrielle has always been passionate about empowering other entrepreneurs and now dedicates her time and gift of public speaking to inspire and grow other business leaders.

Sourced.

Sourced. is an award-winning company specializing in solving two of the toughest challenges in business: lack of time and lack of resources. Its services include content marketing, bookkeeping, office assistance, and placement services.

Sourced. provides a full-service, customizable back-office solution for small-to-medium-sized business owners, with all services also available a la carte. The company helps clients fill resource gaps by building teams complete with account management, specialists, and backup support, allowing clients to pay only for what they need.

Services are delivered both virtually and on-site at client business locations.

Website | LinkedIn | Instagram | Facebook

Topics Discussed in this Episode

00:00 Introduction and Welcome to The Exit Exchange
01:02 Meet Gabrielle Mills of Sourced.
02:42 The Origin Story of Sourced.
06:27 Challenges and Growth in Business
13:31 Common Mistakes in Business Operations
19:48 AI Limitations in Accounting
20:26 Challenges in Business Growth
24:03 Importance of a Strong Back Office
27:25 Sourced’s Journey and Future Plans
31:17 Advice for Business Owners
36:03 Conclusion and Contact Information

The Exit Planning Exchange Atlanta

John Ray is a Gold Sponsor of XPX Atlanta.

The Transformative Impact of AI on Business Exit Planning, with Gerardo Kerik

March 18, 2025 by John Ray

North Fulton Studio

The Transformative Impact of AI on Business Exit Planning, with Gerardo Kerik

00:00 /

The Transformative Impact of AI on Business Exit Planning, with Gerardo Kerik (The Exit Exchange, Episode 22)

In this episode of The Exit Exchange, host John Ray dives into the business implications of artificial intelligence with Gerardo Kerik, a WSI consultant. Gerardo discusses the evolving landscape of AI and its significant impact on advisors and companies in the exit process. He highlights how AI tools have transitioned from requiring immense computing power and data sets to becoming accessible via natural language processing since the advent of large language models in 2017.

This shift, exemplified by the rapid adoption of OpenAI’s ChatGPT, has opened new opportunities for businesses to streamline processes, enhance decision-making, and boost efficiency. Gerardo also addresses common challenges in AI adoption, such as unrealistic expectations, inadequate data, and the necessity of training, while emphasizing the importance of implementing AI policies to protect client confidentiality.

The conversation further explores practical use cases like automated meeting transcription and document generation, underscoring how AI can drastically reduce time spent on routine tasks. Gerardo predicts that the future of AI includes even more advanced solutions like agentic AI, which can autonomously manage tasks and revolutionize business operations. For advisors looking to stay ahead, this episode provides crucial insights into leveraging AI effectively and ethically.

The free e-book Gerardo mentioned in the interview, Unlocking the Potential of ChatGPT & AI: A Guide to Embracing AI in Your Business and Life, can be downloaded here.

Gerardo Kerik

Gerardo Kerik is a renowned digital marketing strategist and AI consultant with over 20 years of experience working with global brands and mid-market companies. As the Principal Strategist at WSI, the world’s largest digital marketing network, Kerik specializes in leveraging AI-powered solutions to help businesses grow, improve efficiency, and increase revenue. He has developed AI tools that have boosted lead conversion rates by 40% and has played a key role in scaling eCommerce platforms, contributing to significant revenue increases.

Kerik’s expertise in AI integration is highlighted by his work in optimizing business operations, improving profitability, and driving efficiency. He serves as a Fractional CMO and strategic advisor, guiding companies through the evolving digital landscape toward long-term success. His work with private equity firms and their portfolio companies focuses on using AI and data-driven strategies to accelerate growth. Kerik’s podcast, “Embracing Change,” explores how AI is transforming industries, providing actionable insights and practical strategies for harnessing AI’s power.

In his current role, Kerik leads a team of digital marketing consultants in Atlanta, offering services that include strategy development, branding, marketing conversion rate optimization, automation, inbound marketing, SEO, PPC, eCommerce, and customer acquisition strategies. His agency has worked with clients across various industries, including finance, media, eCommerce, and education. Kerik’s commitment to AI and digital transformation is reflected in his work with clients, where he helps them leverage AI to drive revenue growth and improve operational efficiency.

Topics Discussed in this Episode

00:00 Introduction and Welcome to The Exit Exchange
01:59 Guest Introduction: Gerardo Kerik
02:12 Gerardo’s Background and AI Journey
03:39 Understanding AI: Myths and Realities
04:06 The Evolution of AI
08:12 AI Tools and Practical Applications
18:34 Confidentiality and Privacy Concerns
22:00 Challenges in AI Implementation
26:38 Future of AI and Adoption
32:59 Closing Remarks and Contact Information

The Exit Planning Exchange Atlanta

John Ray and Business RadioX North Fulton are Gold Sponsors of XPX Atlanta.

Building a Business Through Acquisitions, with Joe Noonan, Inside EDGE Consulting

October 30, 2024 by John Ray

Insights from a Serial Acquirer, with Joe Noonan, Inside EDGE Consulting, on The Exit Exchange podcast with host John Ray

North Fulton Studio

Building a Business Through Acquisitions, with Joe Noonan, Inside EDGE Consulting

00:00 /

Building a Business Through Acquisitions, with Joe Noonan, Inside EDGE Consulting (The Exit Exchange, Episode 19)

In this episode of The Exit Exchange, Joe Noonan joins host John Ray to offer a reprise of the story he shared during a recent XPX Atlanta lunch session on building a business through serial acquisitions. They discuss Joe’s evolution from co-owning a printing company to becoming a successful Proforma franchise owner. Key points include strategies for effective business acquisitions, the impact of choosing the right partners, and leveraging business resources like brokers and wealth advisors. Joe also emphasizes the importance of maintaining strong customer relationships and the role of expert coaching in avoiding common business pitfalls. Highlights include personalized acquisition tactics, strategic pricing, and the collaborative support available through XPX Atlanta.

The host of The Exit Exchange is John Ray, and the show is produced by John Ray and the North Fulton affiliate of Business RadioX®. John Ray and Business RadioX-North Fulton are Gold Sponsors of XPX Atlanta.

Joe Noonan, Inside EDGE Consulting

Joe Noonan is the Head Coach at Inside EDGE Consulting, where he specializes in empowering CEOs, sales leaders, and entrepreneurs to refine their go-to-market strategies and address challenges in sales and leadership. With a mission to “cure sales and leadership pain,” Joe leverages his expertise as a certified professional speaker and sales coach to provide impactful training and guidance. His approach focuses on building strong team cultures and fostering determination among team members, which he effectively communicates through engaging content on platforms like LinkedIn.

With extensive experience in sales and leadership coaching, Joe has developed tailored programs that address common pain points within organizations, ensuring they achieve sustainable growth. His commitment to continuous learning is reflected in his professional credentials, and he actively contributes to community initiatives as a board member for various organizations.

Joe’s dedication to enhancing organizational effectiveness makes him a valuable asset for businesses seeking to elevate their leadership capabilities and sales strategies.

Website | LinkedIn

Topics Discussed in this Episode

00:00 Introduction to The Exit Exchange
00:30 Meet Joe Noonan: Business Acquirer and Seller
01:52 Inside EDGE Coaching: Empowering Leaders
03:04 The Journey of Unlimited Printing
03:32 Lessons from Business Partnerships
06:21 Transition to Proforma Franchise
09:14 Acquisition Strategies and Sales Tactics
15:51 Marketing to Solopreneurs
16:55 Deal Structure Insights
20:34 The Role of Business Brokers
21:53 Identifying Red Flags
23:01 Financials and Due Diligence
24:47 The Value of Acquisitions
27:33 The Importance of Advisors
29:15 Final Thoughts and Contact Information

The Exit Planning Exchange Atlanta

Their members work with business owners through all stages of the private company life cycle: business value growth, business value transfer, and owner life and legacy. Their Vision: To fundamentally change the trajectory of exit planning services in the Southeast United States. XPX Atlanta delivers a collaborative-based networking exchange with broad representation of exit planning competencies. Learn more about XPX Atlanta and why you should consider joining our community by following this link.

The host of The Exit Exchange is John Ray, and the show is produced by the North Fulton affiliate of Business RadioX® in Alpharetta. The show archive can be found by following this link.

John Ray and Business RadioX North Fulton are Gold Sponsors of XPX Atlanta.

Diana Murphy, Diana Murphy Coaching, and Bill McDermott, The Profitability Coach

August 22, 2022 by John Ray

North Fulton Studio

Diana Murphy, Diana Murphy Coaching, and Bill McDermott, The Profitability Coach

00:00 /

Diana Murphy, Diana Murphy Coaching, and Bill McDermott, The Profitability Coach (The Exit Exchange, Episode 16)

On this episode of The Exit Exchange, Diana Murphy and Bill McDermott each shared how they help business owners achieve successful exits. Bill noted that the difficult part of getting clients to sell their businesses is not necessarily the lack of understanding of what needs to be done, but the mental block of getting them to take that first step. He offered an example of a recent engagement where breaking through that inertia was critical to the desired client outcome. Diana discussed how she focuses on the business owner’s thoughts and feelings to better understand their concerns and worries. She notes that many times, spouses or other family members can influence the business owner’s decisions without them even realizing it. By taking the time to ask specific questions and really listen to the answers, she noted, advisors can help uncover these hidden issues and create a faster process. Diana and Bill also shared why they are members of XPX Atlanta.

This episode of The Exit Exchange was hosted by John Ray and David Shavzin and was produced in the North Fulton studio of Business RadioX® in Alpharetta.

Diana Murphy, Owner, Diana Murphy Coaching

Diana Murphy Coaching serves successful business owners when they need support during challenging transitions. Diana serves owners in big growth when they are thinking about selling and also during personal transitions that are affecting the business.

Diana Murphy is a life and mindset coach for the business owner/expert advisor/solopreneur. She helps business owners grow to reach their business goals while they take brilliant care of their health and life. Diana coaches her clients to achieve their life and business goals by learning how to handle the obstacles that are inevitable along the way.

Company website | LinkedIn | Facebook | Instagram |

Bill McDermott, The Profitability Coach, Founder and CEO, McDermott Financial Solutions

Bill McDermott is the Founder and CEO of McDermott Financial Solutions. McDermott Financial helps business owners improve cash flow and profitability, find financing, break through barriers to expansion and financially prepare to exit their business. When business owners want to increase their profitability, they don’t have the expertise to know where to start or what to do. Bill leverages his knowledge and relationships from 32 years as a banker to identify the hurdles getting in the way and create a plan to deliver profitability they never thought possible.

Bill currently serves as Treasurer for the Atlanta Executive Forum and has held previous positions as a board member for the Kennesaw State University Entrepreneurship Center and Gwinnett Habitat for Humanity and Treasurer for CEO NetWeavers. Bill is a graduate of Wake Forest University and he and his wife, Martha have called Atlanta home for over 40 years. Outside of work, Bill enjoys golf, traveling, and gardening.

Company website | LinkedIn | Instagram | Twitter

The Exit Planning Exchange Atlanta

The Exit Planning Exchange Atlanta (XPX) is a diverse group of professionals with a common goal: working collaboratively to assist business owners with a sale or business transition. XPX Atlanta is an association of advisors who provide professionalism, principles, and education to the heart of the middle market. Our members work with business owners through all stages of the private company life cycle: business value growth, business value transfer, and owner life and legacy. Our Vision: To fundamentally changing the trajectory of exit planning services in the Southeast United States. XPX Atlanta delivers a collaborative-based networking exchange with broad representation of exit planning competencies. Learn more about XPX Atlanta and why you should consider joining our community: https://exitplanningexchange.com/atlanta.

The Exit Exchange is produced by John Ray in the North Fulton studio of Business RadioX® in Alpharetta. The show archive can be found at xpxatlantaradio.com.

John Ray and Business RadioX are Platinum Sponsors of XPX Atlanta.

Jeff Armacost, Whole Brain Creative

July 21, 2022 by John Ray

North Fulton Studio

Jeff Armacost, Whole Brain Creative

00:00 /

Jeff Armacost, Whole Brain Creative (The Exit Exchange, Episode 15)

Branding is foundational for all businesses, says Jeff Armacost. Jeff joined this edition of The Exit Exchange to discuss several different aspects of branding, including defining what branding is and what makes a brand successful, the role of branding in building and maintaining the value of a business, and much more.

This episode of The Exit Exchange was co-hosted by Maria Forbes and Mike Rosenthal and was produced in the North Fulton studio of Business RadioX® in Alpharetta.

Whole Brain Creative

Whole Brain Creative empowers ambitious entrepreneurs and visionary leaders.

They help them create, build, and grow brands for B2B, Higher Education, Medical and Medical Technology, Technology, Organizations, Visionary start-ups, Non-profits, Entrepreneurs, and much more. They love the work they do and love collaborating with an outstanding group of clients.

Each year Whole Brain serves a diverse group of clients. But always with one thing in common: to create brands that differentiate, connect, and stand out.

KEY SERVICES • Naming and Logo • Brand Launch and Rebrand • Internal Branding Initiatives • Breakthrough Brand Messaging – Tagline, Headlines, Elevator Speech, Core Content • Brand-Powered Websites • Killer Concepts and Campaigns

Company website | LinkedIn | Facebook

Jeff Armacost, Chief Brand Guy, Whole Brain Creative

For 20+ years Jeff Armacost has guided successful, standout brand development for over 100 companies and organizations of all kinds. Jeff gets in close with his clients, gets up to speed fast, listens well, and distills the powerfully simple story and branding that presents them in the best possible way.

Business owners and CEOs call on him as a thinking partner in building their brand, and a cost-effective solution for ongoing branding, brand launches, and key internal branding initiatives. Fast-growing small businesses call on him when it’s time for a serious rebrand or on-the-fly brand refresh that positions them to reach big goals and outpace their competition.

Experienced business advisors pull Jeff in – and if needed, his team of graphic design and web development – to add big-time brand power to their client’s marketing campaigns, new website projects, and more.

The Exit Planning Exchange Atlanta

The Exit Exchange is produced by John Ray in the North Fulton studio of Business RadioX® in Alpharetta. The show archive can be found at xpxatlantaradio.com.

John Ray and Business RadioX are Platinum Sponsors of XPX Atlanta.

Eric Togneri, Neri Capital Partners and Rob Margeton, Ryco Advisors

May 19, 2022 by John Ray

North Fulton Studio

Eric Togneri, Neri Capital Partners and Rob Margeton, Ryco Advisors

00:00 /

Eric Togneri, Neri Capital Partners, and Rob Margeton, Ryco Advisors (The Exit Exchange, Episode 14)

Eric Togneri, Managing Partner with Neri Capital Partners, and Rob Margeton, Co-Founder of Ryco Advisors, joined the show to discuss critical elements and considerations in selling a business. They discussed the increasing attempts of equity groups to consolidate industries, the role of business valuations, current issues such as price increases in labor and product, the conversations to assist sellers to improve valuations, encouraging business owners to reduce their role, and much more.

This episode of The Exit Exchange was co-hosted by Bob Tankesley and Maria Forbes and is produced virtually from the North Fulton studio of Business RadioX® in Alpharetta.

Neri Capital Partners

Neri Capital Partners was founded in 2006 with headquarters in Atlanta, Georgia. Our firm is an investment bank for family-owned and privately-held small and midsize businesses with a strong history and clear path to growth. Neri Capital provides merger, acquisition, and related advisory services.

Neri Capital Partners’ entrepreneurial and transactional experience and expertise has positioned the firm as uniquely qualified to offer advisory services for business owners to successfully Determine, Build and then Realize the value they have created. Regardless of where our clients are in their business life cycle, Neri Capital services are designed to add value to liquidity.

Company website | LinkedIn

Eric Togneri, Managing Director, Neri Capital Partners

Eric Togneri is a Lower-Middle Market Investment Banking professional providing Investment Origination and M&A Advisory. He is also a Consumer Goods Team Leader for Sales, Shopper Marketing, Trade Promotion, Trade Finance, and Business Analytics.

Eric is currently serving as Managing Director of Neri Capital Partners focused on providing Business Owners the path to Determining, Building, and Realizing the Value of Companies; Also, providing Deal Origination expertise for Private Investors to achieve Quality Deal Flow.

Prior to Neri Capital, Eric was an accomplished Consumer Products Department Head and National Team Leader with Fortune 100 consumer organizations such as L’Oréal, Pfizer, and Sanofi; Also, a Sr. Consultant at Neri Consumer and a Principal in the Category Management Association.

Ryco Advisors

Ryco Advisors is an Atlanta-based, independent advisory firm focused on the sale of small and lower-middle-market owner-operated companies.

The professionals at Ryco not only have extensive financial and transactional experience, but they’ve also been business owners just like you.

They have run their own operating businesses and understand firsthand what it’s like to make the decision to sell and which steps to take to achieve a profitable sale. They leverage their perspective as business owners, coupled with years of experience working with major Wall Street firms and consulting companies, to achieve superior results for our clients.

They have advised numerous clients – both large and small – on sale and transfer transactions, and treat every business they sell as if it were their own.

Company website | LinkedIn

Rob Margeton, Co-Founder, Ryco Advisors

Robert (Rob) Margeton has over 15 years of experience working in the financial services industry and running his own business. Prior to co-founding Ryco Advisors, Mr. Margeton served as a Managing Director at Capstone Advisory Group, a New York middle-market restructuring, and financial advisory consulting firm. During his tenure there, he advised clients on over 50 transactions across a diverse set of industries. Mr. Margeton also has extensive experience running and managing his own business.

Together with Lindsay Margeton, he acquired the flagship Fleet Clean location in 2013 and oversaw a successful sales process in 2018. During their tenure at Fleet Clean, the company’s revenues and EBITDA grew by over 75% and 95%, respectively. They managed over 30 employees and serviced more than 150 clients throughout Metro Atlanta, including many Fortune 500 companies. Ryco Advisors assists owner-operating businesses in the lower middle market space on sell-side engagements. Businesses typically have revenues between $5 million and $50 million.

The Exit Planning Exchange Atlanta

The Exit Exchange is produced by John Ray in the North Fulton studio of Business RadioX® in Alpharetta. The show archive can be found at xpxatlantaradio.com.

John Ray and Business RadioX are Platinum Sponsors of XPX Atlanta.

John Ray, Business RadioX® and Ray Business Advisors

April 22, 2022 by John Ray

North Fulton Studio

John Ray, Business RadioX® and Ray Business Advisors

00:00 /

John Ray, Business RadioX® and Ray Business Advisors (The Exit Exchange, Episode 13)

The tables were turned on this edition of The Exit Exchange, as regular co-host John Ray was also the guest, interviewed by co-hosts David Shavzin and Mike Rosenthal. John is the owner of the North Fulton studio of Business RadioX®, which produces The Exit Exchange, as well as the owner of Ray Business Advisors. John explained why professional services providers and other business owners should have a podcast, the way a podcast can be positioned to create definable ROI, and success stories. He also discussed his pricing consulting work, why pricing is a particular problem for professional services providers, and his podcast, The Price and Value Journey. John also shared why he and his firm is a Platinum Sponsor of XPX Atlanta and the success factors of the organization which make his membership and sponsorship so valuable.

This episode of The Exit Exchange was co-hosted by David Shavzin and Mike Rosenthal and is produced virtually from the North Fulton studio of Business RadioX® in Alpharetta.

John Ray, Owner, Business RadioX – North Fulton, and Owner, Ray Business Advisors

**John Ray, Owner, North Fulton – Business RadioX, and Owner, Ray Business Advisors**

John Ray helps B2B professionals who need help building relationships which translate into revenue. Yes, John and his team plan, produce, and promote shows for their clients, but clients receive more than just that. The value they receive is the ability to open the door to hard-to-reach prospects, nurture existing relationships with clients, and to reactivate past prospects or clients in an elegant, non-salesy way.

Business RadioX – North Fulton operates as a member of the Business RadioX® national network of studio partners who serve as the “Voice of Business” in their local markets, helping local business leaders get the word out about the important work they’re doing to serve their market, their community, and their profession.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,300 podcast episodes.

John also owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

His podcast, The Price and Value Journey, addresses the pricing problems solo and small firm professional services providers face, as well as other challenges they confront in running their practice.

Connect with John:

Website | LinkedIn | Twitter

Business RadioX®: LinkedIn | Twitter | Facebook | Instagram

The Exit Planning Exchange Atlanta

The Exit Exchange is produced by John Ray in the North Fulton studio of Business RadioX® in Alpharetta. The show archive can be found at xpxatlantaradio.com.

John Ray and Business RadioX are Platinum Sponsors of XPX Atlanta.

Will Lee, Applied Economics, on Valuation Myths, ESOPs, and Why Exit Planning Can’t Wait (The Exit Exchange, Episode 26)

Key Takeaways from This Episode

Topics Discussed in this Episode

Will Lee, Applied Economics

Applied Economics

The Exit Planning Exchange Atlanta

What Business Owners Should Be Doing 3–5 Years Before Exit, with Lynda Martin, John Ray, Mary Dombrowski, and Jeff Armacost (The Exit Exchange, Episode 25)

Key Takeaways From This Episode

Topics Discussed in this Episode

Lynda Martin, EOS Worldwide

John Ray, John Ray Co.

Mary Dombrowski, Strategic Inflection Advisory

Jeff Armacost, Build Brand Capital

The Exit Planning Exchange Atlanta

Navigating Back Office Success with Gabrielle Mills of Sourced. (The Exit Exchange, Episode 23)

Gabrielle Mills, President, Sourced.

Sourced.

Topics Discussed in this Episode

The Exit Planning Exchange Atlanta

The Transformative Impact of AI on Business Exit Planning, with Gerardo Kerik (The Exit Exchange, Episode 22)

Gerardo Kerik

Topics Discussed in this Episode

The Exit Planning Exchange Atlanta

Building a Business Through Acquisitions, with Joe Noonan, Inside EDGE Consulting (The Exit Exchange, Episode 19)

Joe Noonan, Inside EDGE Consulting

Topics Discussed in this Episode

The Exit Planning Exchange Atlanta

Diana Murphy, Diana Murphy Coaching, and Bill McDermott, The Profitability Coach (The Exit Exchange, Episode 16)

Diana Murphy, Owner, Diana Murphy Coaching

Bill McDermott, The Profitability Coach, Founder and CEO, McDermott Financial Solutions

The Exit Planning Exchange Atlanta

Jeff Armacost, Whole Brain Creative (The Exit Exchange, Episode 15)

Whole Brain Creative

Jeff Armacost, Chief Brand Guy, Whole Brain Creative

The Exit Planning Exchange Atlanta

Eric Togneri, Neri Capital Partners, and Rob Margeton, Ryco Advisors (The Exit Exchange, Episode 14)

Neri Capital Partners

Eric Togneri, Managing Director, Neri Capital Partners

Ryco Advisors

Rob Margeton, Co-Founder, Ryco Advisors

The Exit Planning Exchange Atlanta

John Ray, Business RadioX® and Ray Business Advisors (The Exit Exchange, Episode 13)

John Ray, Owner, Business RadioX – North Fulton, and Owner, Ray Business Advisors

The Exit Planning Exchange Atlanta

Our Mission

Sponsor a Show

Partner With Us

Connect with us