Next FREE webinar for Investors 19 June 12.30pm AEST -> Register Now

Sam Penny, Coach for the Brave, offering coaching for business buyers and investors in Australia

Looking to Buy or Invest in a Business?

Gain the confidence, strategy and support you need to find the right business, assess it properly, and make a smart acquisition decision.

Book Your Free Strategy Call

Why Most First-Time Investors Fail—And How You Won’t

Smiling couple standing in their bakery business, representing successful first-time business investors in Australia
Smiling couple standing in their bakery business, representing successful first-time business investors in Australia

Buying a business should be one of the smartest moves you ever make—if done right. But most investors hit roadblocks like:

  • Not knowing what makes a business truly investable
  • Struggling with due diligence and valuation
  • Feeling uncertain about risk or where to start
  • Wasting time on bad deals or being misled by brokers

I’m Sam Penny—Coach for the Brave. I work with Australian investors and first-time buyers who want a proven framework to buy their first business with clarity, confidence and control.

Sam Penny smiling outdoors among rows of trees, representing trusted coaching for business buyers and investors

What You’ll Gain

Buy a Business with Confidence

Learn how to find and evaluate businesses that match your goals and risk profile.

Confidently Navigate the Sales Process

Build your own criteria and decision filters to avoid bad deals and spot undervalued opportunities.

Perform Structured Due Diligence

Step-by-step guidance through the due diligence process, so you don’t miss red flags or overpay.

Get Deal-Ready Faster

Stop spinning your wheels. Get clarity on what makes a good deal and how to take action quickly.

Build a Repeatable Investment Framework

This isn’t just about one deal—it's about building a portfolio. Develop a system that works again and again.

What's Included in the Coaching

Investment Strategy Design

Define your ideal business type, budget, return expectations and buying approach.

Deal Evaluation Coaching

Review real opportunities together. Learn how to analyse businesses, assess risk, and estimate valuation.

Due Diligence Framework

Know what to ask, what to check, and how to spot warning signs—before committing.

Acquisition Support

From conversations with brokers to structuring the offer, I’ll guide you every step of the way.

Post-Acquisition Planning

Ensure you don’t just buy well—but transition and grow the business with confidence.

Confident female investor smiling in a modern office, representing ideal clients ready to buy or invest in a business

Is This for You?

✅  You’re a professional or entrepreneur looking to buy your first business
✅  You’ve looked at listings but don’t know what to trust
✅  You’re worried about buying yourself a job
✅  You want someone to guide you through the process—not sell you a course and disappear
✅  You’re serious about building wealth through business ownership

Real Results – Testimonials from Australian Business Owners:

Five-star testimonial from Alex, an investor in Perth, who bought a profitable business in 90 days with Sam Penny’s coaching.
Five-star testimonial from Priya, a first-time buyer in Sydney, crediting Sam Penny with helping her avoid a costly bad business purchase.
Five-star testimonial from Matt, a former corporate executive in Melbourne, praising Sam Penny for helping him build a repeatable business acquisition system.

FAQ – Your Questions Answered:

I don’t have experience running a business—can I still buy one?

Absolutely. I’ll help you assess if a business is truly owner-independent and what support or skills you’ll need post-acquisition.

How much money do I need to invest?

We work with your available capital to define the right business size and deal structure—from smaller bolt-ons to million-dollar acquisitions.

Can I do this while working full-time?

Yes—but we’ll focus on businesses that can be run with minimal owner input or under management.

What if I’m not ready to buy yet?

This program helps you get ready fast. You’ll walk away with a clear roadmap, even if you’re 3–6 months from making a move.

Related Insights & Articles:

  • 7 Strategies to Maximise Your Business Valuation
  • 5 Common Mistakes Australian Owners Make When Selling Their Business
  • Remove Yourself from the Day-to-Day (Without Losing Control)
  • How to Spot an Owner-Independent Business (And Avoid Buying Yourself a Job)
  • Systemise to Maximise: How to Build a Business That Runs Without You
  • This will change the future of your business
  • Due Diligence Red Flags: 16 Things to Watch Before You Buy a Business

Ready to Make Your First Smart Business Investment?

Stop guessing. Start building a clear, confident path to your first (or next) business acquisition—with expert coaching that actually guides you through the deal.

Book a Free Investor Discovery Call
Built to Sell | Built to Buy webinar series for business owners, buyers and investors, with live sessions every Thursday fortnightBuilt to Sell | Built to Buy webinar series for business owners, buyers and investors, with live sessions every Thursday fortnight

Meet Your Mentor | Sam Penny

You need to be remarkable to stand out from the crowd

Sam Penny at Cap Gris Nez success in Channel.JPG__PID:51642f66-2a1a-467a-ba77-98c852855a2f

I've always done things differently. My journey in small 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"