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Sam Penny, Coach for the Brave - Specialising in Preparing Businesses to Sell Successfully

Ready to Sell Your Business with confidence?

I'm Sam Penny, your Coach for the Brave—specialising in helping business owners successfully prepare, maximise valuation, and confidently sell their businesses.

Book Your Free Strategy Call

Are you Fully Prepared to Sell Your Business?

Business owner thoughtfully considering if his business is ready for sale, reflecting on preparation and valuation strategies.
Business owner thoughtfully considering if his business is ready for sale, reflecting on preparation and valuation strategies.

Selling your business is a significant decision. If you're like most Australian business owners, you're probably facing key questions right now:

  • How do I ensure my business is truly ready for sale?
  • What is my business realistically worth?
  • How do I attract genuine, high-quality buyers?
  • What's the best way to maximise my business valuation?

You're not alone—and that's exactly where I can help.

Sam Penny smiling outdoors among rows of trees, representing his approachable and hands-on coaching style for business owners.

How I Help Business Owners

Increase Your Business Valuation

Discover proven strategies to significantly increase the value of your business and maximise your sale price.

Confidently Navigate the Sales Process

Receive structured guidance, ensuring your business is organised, ready for buyer due diligence, and appealing to the right buyers.

Develop a Clear, Profitable Exit Strategy

Create a robust exit strategy tailored specifically to your goals, ensuring clarity and confidence throughout the sale process.

Strengthen Your Negotiation Position

Learn powerful negotiation skills and strategies to ensure you secure the best possible terms and price for your business.

Detailed Coaching Services

Business Valuation Maximisation

I provide actionable advice and step-by-step support to help you maximise your business valuation and clearly demonstrate value to potential buyers.

Systems & Processes Optimisation

Streamline and document your operations to create a turn-key business—making it significantly more appealing to prospective buyers.

Financial Clarity & Due Diligence Readiness

Receive detailed guidance on preparing your financials clearly and accurately, making the due diligence process simple and stress-free.

Negotiation & Deal Structuring

Learn powerful negotiation tactics, ensuring you’re equipped to confidently manage buyer interactions, close deals effectively, and achieve your target outcomes.

Real Results – Testimonials from Australian Business Owners:

Five-star testimonial from James, Melbourne business owner, crediting Sam Penny for simplifying the selling process and attracting serious buyers.
Five-star testimonial from Sarah, CEO in Sydney, highlighting Sam Penny’s coaching support across valuation, negotiation, and deal completion.
Five-star testimonial from Mark and Lisa, Brisbane business owners, praising Sam Penny for increasing their valuation and helping them sell successfully.

FAQ – Your Questions Answered:

How do I accurately value my business?

I’ll guide you through proven methods to clearly determine the true market value of your business, based on Australian standards and market trends.

What should I do first to prepare my business for sale?

We'll start by identifying key areas to strengthen in your business, creating a strategic roadmap that leads directly to a successful sale.

When is the best time to sell my business?

Timing depends on personal readiness, market conditions, and business performance. Together, we’ll identify the optimal time to maximise your sale price.

What tax considerations do I need when selling in Australia?

I’ll help you navigate critical Australian-specific tax considerations, ensuring you avoid common pitfalls and maximise your financial outcome.

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

Ready to Prepare Your Business for a Successful Sale?

Take the first step towards maximising your business value, finding serious buyers, and confidently selling your business with expert support.

BOOK A FREE STRATEGY CALL WITH SAM
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"