De-Risk, Delegate, and Deliver a Great Exit: How Certified Exit Planner Julie Keyes Helps Founders Sell Smart

De-Risk, Delegate, and Deliver a Great Exit: How Certified Exit Planner Julie Keyes Helps Founders Sell Smart Business Valuation Text Ad: Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, Steve welcomes Julie Keyes, a serial entrepreneur turned Certified Exit Planner and faculty member at the Exit Planning Institute (EPI). Julie shares how her own difficult exit nearly two decades ago inspired her to guide business owners toward smoother, more profitable transitions. Julie breaks down exit preparedness into two core pillars: owner readiness and business readiness. She stresses that true readiness starts long before a sale: owners must update legal, tax, and estate plans, and ensure their personal finances and mindset are aligned with life after the exit. On the business side, she focuses on transferability, decentralizing the owner’s role, building strong teams, and creating a company that can thrive without its founder. Julie also discusses timing the sale, navigating the “five Ds” (death, divorce, disagreement, disability, and distress), and structuring negotiations with the help of skilled M&A advisors. Her message is clear: “Don’t wait for an offer to learn what your business is worth.” This episode is a practical masterclass on planning early, reducing risk, and protecting your life’s work. -- Julie Keyes is the founder and owner of KeyeStrategies, an advisory firm helping entrepreneurs build enterprise value and prepare for successful business transitions. A lifelong entrepreneur turned Certified Exit Planning and Value Growth Adviser, Julie brings firsthand experience from starting, growing, and selling multiple companies. Recognized twice as EPI’s “Thought Leader of the Year,” she’s a national speaker, faculty member for the CEPA Program, and author of Poised for Exit: A Woman Entrepreneur’s Guide to Business Transition. LinkedIn - https://www.linkedin.com/in/juliekeyes/ Website - https://keyestrategies.com/ Podcast - https://keyestrategies.com/podcast/ -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/

-- Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, serial entrepreneur Peter Korbel shares how a decade of reinvention, from running a colorful D.C. food truck to founding a Manhattan coworking space, ultimately led him to build and sell StoreMe, an on-demand luggage storage startup acquired by London-based Stasher. Peter reveals how StoreMe began with a simple frustration: nowhere to drop off his gym bag or Airbnb guests’ luggage. Armed with hustle and $500K in seed funding, he personally signed up 100 stores on foot, grew to over 600 partner locations across the U.S., and turned a profit within a year. But when COVID-19 hit, travel stopped overnight. Rather than quit, Peter rebuilt, and positioned StoreMe for acquisition by a competitor he’d nurtured a relationship with for years. His exit story blends sharp business instincts with deep personal reflection, including the loss of his father and the importance of staying organized, transparent, and resilient. Today, Peter channels those lessons into 135 Madison, his consulting firm helping founders raise capital, and his new Substack, Startup Anatomy. His advice: “It’s all a hustle. Every lesson compounds if you just keep going.” -- Peter Korbel is a seasoned business consultant and tech founder with over 15 years of startup experience, known for turning bold ideas into thriving ventures. With one successful exit to his name, he’s launched and led companies including Washington D.C.’s first food-truck operation, one of the world’s earliest on-demand luggage storage platforms, and Blender Workspace, a high-end co-working hub for entrepreneurs in New York City. A Columbia University graduate with an MBA from The George Washington University, Peter now advises founders and investors across Manhattan and the Bay Area, blending sharp strategy, creative execution, and an unmatched entrepreneurial network. Website - https://www.135madison.com/ -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/

Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, Mark Rampolla, founder of ZICO Coconut Water and co-founder of GroundForce Capital, unpacks one of the most fascinating comeback stories in consumer brand history. Mark shares how he went from being a Peace Corps volunteer in Central America to launching ZICO, scaling it into a household name, and ultimately selling to Coca-Cola. He breaks down what it was like to negotiate with one of the world’s biggest corporations, why timing and category positioning were everything, and how he structured a deal that protected both his vision and the company’s future. Then came the twist. When Coca-Cola offloaded over 200 brands during COVID, Mark bought ZICO back, reigniting the very company he had built from scratch. Now, with GroundForce Capital, he’s helping the next generation of founders build sustainable, purpose-driven businesses ready for exit. This is a must-listen episode for entrepreneurs looking to understand what makes a brand acquisition-worthy, how to negotiate from a position of strength, and how to know when it’s time to sell (or buy back). -- Mark Rampolla is a visionary entrepreneur, investor, and author dedicated to empowering mission-driven leaders and building businesses with purpose. As co-founder and co-managing partner of GroundForce Capital, he helps bold founders scale companies that create lasting impact. He previously founded ZICO Coconut Water, pioneering the multibillion-dollar coconut water category and selling the brand to Coca-Cola before famously buying it back. Over his career, Mark has invested in more than 100 companies, served on over 20 boards, raised over $1 billion in capital, and generated over $5 billion in enterprise value. A former Peace Corps volunteer and corporate executive, he is the author of High-Hanging Fruit as well as the soon to be released An Entrepreneur’s Guide to Freedom, and continues to inspire entrepreneurs to break free from constraints and lead with true freedom. Websites - https://www.groundforcecapital.com/ - https://www.markrampolla.co/ Pre-order his book - https://a.co/d/3c5nOSD -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/

Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, Rufus Griscom, co-founder of Nerve, Babble, and Next Big Idea Club, shares his journey from book editor to serial entrepreneur with three startups and a blockbuster exit to Disney. Rufus launched Nerve.com in the late ’90s, followed by spin-offs that were culturally significant but financially challenging. Those hard lessons shaped his disciplined approach to Babble, the parenting platform he built with his wife in 2007. Babble tapped into the emerging mom-blogging movement, growing to 10M monthly uniques and a $10M revenue run rate, becoming the leading parenting site of its time. Determined to secure a strong outcome, Rufus identified five likely acquirers early and built trust over years, consistently hitting milestones and proving growth. That strategy paid off when Disney acquired Babble for a reported $40M, after Rufus successfully negotiated a 25% bump over their initial offer and minimized reliance on earnouts. He emphasizes selling on momentum, building relationships with the right stakeholders, and being radically honest about challenges. Today, Rufus runs the Next Big Idea Club with Malcolm Gladwell, Adam Grant, Susan Cain, and Daniel Pink, delivering the most important new ideas to a fast-changing world. -- Rufus Griscom is a serial entrepreneur and media innovator who has founded and scaled multiple influential companies at the intersection of culture and technology. He launched Nerve.com in 1997, pioneering frank conversations about relationships and culture, before selling it in 2007. He went on to co-found Babble, a groundbreaking parenting platform acquired by Disney in 2011, where he continued as VP of Media. Today, he is the founder and CEO of The Next Big Idea Club, a learning platform and book club featuring thought leaders like Malcolm Gladwell, Susan Cain, Adam Grant, and Daniel Pink, dedicated to spreading transformative ideas. Widely recognized for his TED Talks and writing, Griscom brings decades of experience building communities, driving acquisitions, and shaping how big ideas reach the world. Website - https://nextbigideaclub.com/ -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/

Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, Flippa CEO Blake Hutchison shares how digital M&A is evolving, and why Flippa is thriving despite global deal volumes falling. Blake reveals how Flippa achieved 36% growth while the wider market shrank, explains why ecommerce is roaring back, and dives into the launch of Lauren AI, Flippa’s groundbreaking AI-powered deal sourcing and outreach tool. From helping buyers define hyper-precise mandates to unlocking off-market opportunities, Lauren AI is designed to bridge the gap between entrepreneurs and investors in smarter, more secure ways. Blake also unpacks key trends shaping the industry: the rise of AI-native businesses as one of the most sought-after asset types, the global nature of dealmaking with 83% of Flippa’s transactions now cross-border, and why today’s online businesses are stronger than ever thanks to better tools and technology. Whether you’re a founder considering an exit or a buyer searching for the next big opportunity, this episode offers a front-row seat to the future of digital acquisitions. -- Blake Hutchison is the Chief Executive Officer of Flippa, the online marketplace that enables buying and selling of websites, apps, stores, and digital businesses. Since taking the helm in late 2018 as a turnaround CEO, Blake has driven Flippa’s growth and led a global team focused on empowering entrepreneurs and small business owners to exit on their terms and own their future. Flippa - https://flippa.com/ -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/

Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, serial entrepreneur and investor Divya Gugnani, founder and CEO of 5 Senses, unpacks her journey from Goldman Sachs to co-founding five companies and selling three, including Send the Trend to QVC. With a background in finance and private equity, Divya attributes her entrepreneurial staying power to strong cash management and a focus on fundamentals. She shares lessons from building early ventures, from auto parts to culinary media, and how creating hyper-personalized shopping experiences led to her fastest success, selling Send the Trend just 11 months after raising funding. Time at QVC gave her valuable insights into product storytelling, ultimately inspiring her to launch beauty brand Wander Beauty, which became her third successful exit. Divya’s exit advice is clear: get your house in order early (books, legal, taxes), know what you want from a deal, and hire strong operators so you can focus on the sale process. She emphasizes selling on the upswing when growth and profitability are aligned, creating competition among buyers, and avoiding short-term revenue plays that dilute brand value. Today, Divya shares her entrepreneurial lessons and AI insights via TikTok, continuing to inspire founders globally. -- Divya Gugnani is a serial entrepreneur, investor, and author with over 20 years of experience building and backing businesses. She is the Founding Partner of Concept to Co., investing in 80+ companies, and the Founder & CEO of 5 SENS, a fine fragrance brand. Previously, she co-founded Wander Beauty, later acquired by Nameless CPG, and Send the Trend, acquired by QVC. Divya began her career in finance at Goldman Sachs, Investcorp, and FirstMark Capital before becoming an “accidental entrepreneur.” Featured widely in top media outlets, she is also the author of Sexy Women Eat, and regularly mentors founders and lectures at leading universities. She holds a B.S. from Cornell, an MBA from Harvard, and trained at the French Culinary Institute. Website - https://5sens.co/ TikTok - https://www.tiktok.com/@dgugnani -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/

Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, Ingrid Vanderveldt, serial entrepreneur, investor, and founder of EBW Worldwide, shares how mentorship and a bold vision shaped her journey from the dotcom boom to building a platform to empower one billion women. Inspired by Michael Dell’s rise, Ingrid built one of the first personalization algorithms for the web, exited multiple ventures, and became Dell’s first Entrepreneur-in-Residence, where she helped create a $250M fund and drove nearly $1B in new business. Ingrid opens up about the confidence gap holding many women back from accessing capital, recounting how she launched a $100M fund for women and initially received no applicants — a turning point that fueled her mission to close systemic gaps. Her advice for founders preparing for an exit: define your ideal outcome early, build a “ride-or-die” support team (lawyers, accountants, mentors), and keep your paperwork tight to avoid last-minute deal risks. Today, Ingrid is focused on EBW-1, a patented tech platform using AI to deliver personalized education, access to capital, and community for entrepreneurs worldwide — helping them scale, negotiate, and exit with confidence. -- Ingrid Vanderveldt is a self-made tech entrepreneur, investor, and media personality who serves as Founder and CEO of Vanderveldt Global Investments, EBW (Empowering a Billion Women), EBW Cares Distributors, and Ingrid Vanderveldt LLC. A former Dell Entrepreneur-in-Residence who built a $250M business segment and launched the Dell Innovators Credit Fund, she now focuses on advancing women globally through access to mobile tools, mentoring, and capital. Recognized as Fast Company’s #1 “Superconnector” and honored with the Forbes & Northwestern Mutual Entrepreneur in Excellence Award, Ingrid is a sought-after speaker and strategist for startups and global brands, bridging corporations, women, and entrepreneurs to drive ROI and impact. She has hosted CNBC’s American Made, been featured in top media outlets worldwide, and holds a Master’s in Architecture from SCAD and an MBA in Entrepreneurship from UT Austin. Websites: https://ebw.one/ - https://ingridvanderveldt.com/ -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/

Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, Wendy Diamond, serial entrepreneur, investor, and founder of Women’s Entrepreneurship Day Organization (WEDO), shares her extraordinary journey of weaving profit with purpose. Wendy’s entrepreneurial spark began early, trading designer surplus in Turkey and Russia before moving to New York. There, volunteering for the homeless shifted her focus toward impact, leading to celebrity-backed cookbooks that raised millions. Her love for animals sparked Animal Fair Media, where she pioneered “Yappy Hour” events and primetime pet programming, spotlighting adoption at a time when millions of animals were being euthanized annually. A volunteer trip to Honduras in 2013 was another turning point. Witnessing the success of microloans for women entrepreneurs inspired her to found Women’s Entrepreneurship Day, now celebrated in 100 countries. The initiative brings together governments, investors, and business leaders to empower women globally. As an investor, Wendy champions integrity-driven founders. She backed Basepaws (the “23andMe for pets”), which exited to Zoetis, while also experiencing failures that underscored her belief that “it’s always about the people.” Her advice: build strong teams, embrace collaboration, and enjoy the journey. Today, through joinwedo.org, Wendy is helping a million women and girls gain AI and entrepreneurship skills—continuing her mission to create change from the ground up. -- Wendy Diamond is an internationally renowned social entrepreneur, impact investor, humanitarian, bestselling author, and media personality dedicated to using innovation and disruptive technologies for positive global impact. She is the Founder and CEO of the Women’s Entrepreneurship Day Organization (WEDO)/#ChooseWOMEN, a movement with chapters in 144 countries and 112 universities focused on empowering women and alleviating poverty. As CEO of LDP Ventures, she invests in impactful companies and funds while serving on boards that advance sustainability, women’s leadership, and animal welfare. A keynote speaker at the UN, Harvard, and the World Economic Forum, her work has been featured by Oprah, NBC, Bloomberg, The New York Times, and Forbes. Through her ventures and ten books, Wendy continues to champion innovation, entrepreneurship, and the underdog worldwide. Websites: https://www.joinwedo.org/ - www.wendydiamond.com Wendy on LinkedIn: https://www.linkedin.com/in/wendydiamond/ -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many

Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, entrepreneur Ben Zvaifler shares his journey from launching PupBox, a subscription box for puppy owners, to selling it to Petco and later starting his new venture, Cloud Water Filters. Inspired by his own struggles as a new dog owner, Ben built PupBox during the subscription box boom, even pitching successfully on Shark Tank—securing a deal with Robert Herjavec and a surge of publicity. Eventually, Petco acquired the company, where Ben spent four years navigating corporate life, scaling during COVID, and hitting earn-out targets. Reflecting on the acquisition, Ben highlights lessons in negotiation, timing, and the importance of clean financials. He also shares candid advice for entrepreneurs: secure multiple offers, prepare thoroughly for earn-outs, and understand the corporate dynamics you’re stepping into. After Petco later sold PupBox to FabFitFun, Ben moved on to disrupt another space—water filtration. His new startup, Cloud Water Filters, offers a connected reverse osmosis system that not only purifies but also tracks water quality and usage. Ben’s story underscores the resilience needed in entrepreneurship: survive the lows, learn from each exit, and use that experience to build bigger and bolder ventures. -- Ben Zvaifler is the Co-Founder and CEO of Cloud Water Filters, a consumer hardware company delivering clean, alkaline drinking water through smart, sensor-enabled filtration systems. With a background in building direct-to-consumer brands, Ben is passionate about using technology and design to elevate everyday experiences. Previously, Ben co-founded PupBox, a subscription service for new puppy owners. PupBox was featured on Shark Tank, highlighted as one of the most disruptive DTC brands by the International Advertising Bureau, and acquired by Petco Animal Supplies in 2017. Website: https://www.cloudwaterfilters.com/ Ben on LinkedIn - https://www.linkedin.com/in/benzvaifler/ -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/

Want a quick estimate of how much your business is worth? With our free valuation calculator, answer a few questions about your business, and you’ll get an immediate estimate of the value of your business. You might be surprised by how much you can get for it: https://flippa.com/exit -- In this episode of The Exit, Alan Franks, founder of the Business Planning Institute, reveals how business owners can maximize value and achieve financial independence before selling. He stresses that most owners don’t know their company’s worth, let alone track it, and warns against relying solely on business income, which can trap you in a “lifestyle business.” Franks advises selling in the maturity stage, before growth stalls and expenses rise. His approach to boosting value is “good business planning with a deadline”: create documented systems, KPIs, and a management team that allows the business to thrive without you. He emphasizes transferability by developing an internal successor, which protects value in emergencies and attracts buyers. From a tax perspective, he highlights strategies like opportunity zones, deferred sales trusts, and 1031 exchanges to reduce capital gains and income taxes, particularly for owners with real estate assets. Franks’ final takeaway: treat success as a team sport. Build and maintain an A-level roster of advisors, align them with your goals, and continually reassess to keep your business and exit plan on track. -- Alan Franks, CFP®, CLU®, CFBS®, is the founder of the Business Planning Institute and author of Empowered Money, dedicated to helping individuals and business owners create financial plans that fuel their fullest lives. Alan has built a career in financial planning, where he combines investments, risk management, and strategic business planning to serve clients nationwide, including business owners, tech professionals, professional service providers, and striving retirees. Based in Atlanta, Alan is known for his comprehensive, team-oriented approach that aligns personal and business finances, builds enterprise value, and creates sustainable wealth. Passionate about impact, he works to ensure clients not only grow their assets but also achieve the freedom, presence, and purpose they value most. Website: https://thebusinessplanninginstitute.com/ -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/