Buy or Sell a Business in Australia
With Expert Coaching at Every Step
I’m Sam Penny, business coach for the brave. I help business owners and investors navigate acquisitions and exits with clarity, strategy, and real-world insight.
✅ Trusted by business owners and investors across Australia
✅ Featured in AFR, The Australian, ABC, Courier Mail & Money Magazine
Who Do I Help?
🟧 Selling a Business?
Planning to Sell?
I help business owners across Australia maximise valuation, prepare for sale, and exit with confidence.
→ Learn More
🟩 Buying a Business?
Ready to Buy?
Whether you’re a first-time buyer or a seasoned investor, I’ll help you find, assess, and acquire the right business, using red flag due diligence and proven frameworks.
→ Learn More
Strategy. Structure. Confidence.
Selling or buying a business is one of the biggest decisions you'll ever make. I help you do it right, with a clear roadmap from start to finish.
🟧 For Sellers:
1. Valuation
2. Systems & Team
3. Sale Readiness
4. Exit Strategy
5. Go-to-Market
6. Negotiation & Handover
🟩 For Buyers:
1. Acquisition Criteria
2. Deal Sourcing
3. Red Flag Due Diligence
4. Financial Modelling
5. Offer & Terms
6. Post-Acquisition Support
Know Exactly Where You Stand
📊 Selling?
Start with the Business Valuation & Sale Readiness Report
Uncover what your business is really worth — and what’s silently dragging your valuation down.
🕵️♂️ Buying?
Grab the Red Flag Due Diligence Report
Spot deal-killers before you sign. Know the risks. Avoid expensive mistakes.
I'm Not a Broker. I'm Your Advantage.
Hi, I’m Sam Penny - founder, investor, and former CEO who built and sold multiple 8-figure companies.
I now help business owners exit at top value and buyers make smarter acquisitions.
✅ 25+ years experience as founder & acquirer
✅ Coaching + execution support
✅ Systems, strategy & accountability
✅ No hollow coaching. Just results.
Insights That Give You the Edge
How to Sell a Business in Australia - Complete Guide
Red Flags When Buying a Business
How Much is My Business Worth?
The Business Exit Strategy Most Owners Miss
Why'd You Think You Could Do That?
: the podcast
Every week, I interview people who've done batshit crazy things and ask: "Why'd You Think You Could Do That?"
🎧 Listen on Apple Podcasts
🎧 Listen on Spotify
🎧 See All Episodes
Built to Sell | Built to Buy
: the podcast
Every week, I interview people who’ve made bold business moves - sellers who cashed out, buyers who stepped up, and the stories behind the decisions.
🎧 Listen on Apple Podcasts
🎧 Listen on Spotify
🎧 See All Episodes
Your Next Big Move Deserves Better Support
Don’t wing it. Don’t wonder. Let’s map the smartest path forward - together.
Talk to Sam Now
Free Live Webinars Every Fortnight
Each fortnight I run two live 45-minute sessions -
→ One for owners wanting to sell
→ One for investors looking to buy
Practical, fast-paced, and BS-free.
→ See Topics & Register
Who Am I?
I’m Sam Penny - Coach for the Brave.
For over 25 years, I’ve stood shoulder to shoulder with founders, executives, and business leaders who refuse to play it safe. People who know they’re capable of more, but keep hitting the same walls - overwhelm, stalled progress, or simply not moving fast enough.
I know that struggle personally.I’ve built, scaled, and successfully exited multiple businesses - including two that broke the $1M/month mark. I understand the pressure of big goals and the frustration when momentum stalls. Execution isn’t just what I teach; it’s what I’ve lived.
Outside the boardroom, I push limits in even colder waters.
I’ve swum the English Channel, and I’m the only person in the world to attempt it in winter. I’ve taken on extreme endurance challenges, all driven by the same philosophy I bring to my clients: you’re capable of far more than you think - if you dare to move.
As a TEDx speaker, I share real-world lessons on resilience, mental toughness, and what it truly takes to unlock peak performance. No rubbish. No someday-mindset. Just brave action, sharp execution, and real results.
If you’re ready to stop circling your goals and start charging towards them, you’re exactly where you need to be.
Meet Your Mentor | Sam Penny
You need to be remarkable to stand out from the crowd
I've always done things differently. My journey in business has been rewarding, terrifying, exciting, punishing and worth every second. I worked my ass off to build my skill set to set up me for success, but to also give others access to what I know. I have built several businesses in my time. Some great, some not so. But damn I've learned a lot along the way. I have a Bachelor of Engineering (Civil), an MBA (Marketing, Finance & Entrepreneurship) and studied at MIT's Sloan School of Business.
Created Two $10m+ Revenue Businesses
I ran Cheese Therapy (Australia's largest online artisan cheese retailer) and created Max+Tom (artisan cheese range). I have had a successful medical device company that had distribution through 1,500 pharmacies and had a chain of 7 hair salons (I know, random!).
There's loads more on top of this. In 2022 I had the privilege of delivering a TEDx talk about why people around the World should support small artisan producers. Some of the other recent random things I have done:
- Swimming the English Channel (2018)
- The 6th Australian to swim an Ice Mile (2019)
- The first person in the World to attempt to swim the English Channel in Winter (2019)
- Ran 120km in 24hrs on an athletics track (2024)
I love trying new things and seeing what happens. My favourite saying is
"If you aint the lead dog, the scenery never changes"
What's the Brave Sprint?
This is a 90-day sprint built for leaders who are done waiting and ready to move.
We cut the noise, build momentum, and push you through the barriers holding you back.Here’s what you’ll get:
- A 2-hour Deep Dive Strategy Session - We’ll rip apart the roadblocks and build a clear, aggressive action plan to move fast.
- Weekly Strategy Calls - Focused, high-impact sessions to keep you sharp, accountable, and always moving forward.
- Daily Check-ins - Morning and night — because momentum is built in the daily grind, not in once-a-week pep talks.
- Proven Frameworks - You’ll get my Topify Method book and Productivity Planner — real tools, no fluff, to accelerate your execution.
This isn’t coaching as usual.
This is high-performance, high-accountability transformation for leaders ready to stop circling their goals and start attacking them.
Ready? Book your free Discovery Call.
Who's This For?
This is for you if you’re:
✔️ A founder, senior exec, or high performer who’s done waiting and ready to scale — fast.
✔️ Tired of overthinking and ready to trade ideas for action.
✔️ Sick of setting goals that gather dust instead of momentum.
✔️ Willing to do the work and get real results in just 90 days.
This is not for you if you:
❌ Want hand-holding without accountability.
❌ Prefer to stay cosy inside your comfort zone.
❌ Like slow, drawn-out progress over fast, high-impact action.
If you’re brave enough to bet on yourself and move fast, let’s talk.
What Clients Are Saying
💬 “I was spinning my wheels for months—Sam’s 90-day approach completely changed the way I operate.”
💬 “The daily check-ins were a game-changer. I didn’t just learn strategies—I actually followed through.”
💬 “I got more done in 90 days than in the last 2 years combined.”
What could your business look like in 90 days? Let’s find out.
90 days from now, you’ll be in one of two places:
Which one will it be?
Let's make this happen. Book your call today.
Book a Free Discovery CallLatest Articles
Exit Ready or Just Tired? A No-Nonsense Guide to Timing Your Business Sale
Too many owners confuse burnout with readiness. Selling because you’re tired can cost you millions. In this guide, Sam Penny unpacks the difference between being emotionally done and structurally ready, the five drivers buyers pay a premium for, and a clear action plan to help you sell from strength—not exhaustion.
10 Things to Do Before You Sell Your Business: The Ultimate Broker + Coach Checklist
Selling your business? Don’t leave money on the table. This ultimate broker + coach checklist gives you 10 proven steps to maximise value, reduce risk, and create a smooth transition. Includes video, podcast links, and a downloadable action plan you can start today.
Ordinary Man. Impossible Race. Unshakable Grit: How Paul Watkins Turned Setback into Victory
From pharmacist to Arctic ultra champion, Paul Watkins shares how failure became his fuel and how ordinary people build extraordinary courage.
Inside the Broker's Mind: How to Sell (or Buy) a Business the Right Way with Sherryn Deetlefs
Discover how to prepare your business for sale, structure deals creatively, and match the right buyer with the right business. In this Built to Sell | Built to Buy episode, Sherryn Deetlefs reveals what really drives successful exits and acquisitions — and the mistakes to avoid.
Don’t Blow the Deal: Why Your Sales Process Might Be the Real Problem (Not Your Business)
Most deals don’t fall over because of bad businesses; they collapse due to a messy or unstructured sale process. In this guide, discover how to turn buyer hesitation into high-confidence offers with a 5-stage framework, 6 deal-breakers to avoid, and a toolkit that shows you're serious about selling.
Would You Swim the English Channel for 22 Hours at 17? Brianna Thompson Did—Here’s What Came After
Brianna Thompson swam the English Channel twice in one go, at just 17. But what happened after the headlines? A raw conversation about grit, identity, and coming back when it all goes quiet.
Fearless at Sea: How Lisa Blair Took on Antarctica (Twice) and Made History
When Lisa Blair’s mast snapped 1,000 miles from land, most would have called for rescue. She built a rig, saved the boat, and sailed on—then came back to finish what she started. This is a story of extreme preparation, raw courage, and a mission to save our oceans.
I Wrote the Playbook for This.
If you’re serious about moving from dream to daily action, my book The Topify Method is your blueprint.
Inside, I’ll show you how to:
✅ Structure your days for maximum output
✅ Cut through distractions and focus on what truly matters
✅ Use the 90-day sprint method to build unstoppable momentumThis isn’t theory.
This is the same framework I use with founders and executives inside my coaching programs.
Real tools. Real execution. Real results.
Ready to get moving?
Your Personal 90-Day Weapon: The Topify Productivity Planner
Every brave sprint needs a battle plan.That’s why the Topify Productivity Planner is the backbone of every 90-day transformation.
Inside, you’ll get:
✔️ Daily Structure - Clear priorities, tight focus, and real progress - every single day.
✔️ Accountability Built In - No wasted days. No drifting. Stay sharp and on track, start to finish.
✔️ Designed for High Performers - Built for ambitious leaders who want clarity, impact, and results.
✔️ Your Personal Roadmap - A proven framework to guide your next breakthrough - fast.
This isn’t just stationery.
This is your daily commitment to brave action.
Every client in my program gets their planner - because great execution starts with the right system.
Ready to Move? Let's Go.
You didn’t scroll this far by accident.You’re here because you’re done with slow progress and half-finished plans.
If you’re serious about stepping up, I’m ready to help you move fast, stay accountable, and achieve the breakthroughs you’ve been chasing.
No nonsense. Just clear direction and bold action.
Your next move is simple:
Book a free discovery call, and let’s get started.
But if you're shy of hitting that BOOK NOW button and prefer to just send me an email, you can reach me at sam@90dayswithsam.com
Instagram: @90dayswithsam
