The Business of Selling (and Buying!) Businesses with Susan Wojewoda

A large email list means very little if there is no clear path from subscribing to purchasing and eventually becoming a loyal customer.In this episode, Ellie is joined by email and SMS marketing expert Tarah Boylston to explore how brands can turn audience attention into meaningful business results. Tarah shares lessons from her experience across service businesses, retail and e-commerce, including a loyalty strategy that contributed to a 157.8% year-over-year increase in automated flow revenue.Together, they discuss the email flows and customer segments that matter most, what makes a successful win-back strategy, when SMS is genuinely useful and how to communicate with customers at different stages of the path to purchase. They also explore how brands can move beyond vanity metrics and build an owned customer journey that nurtures long-term loyalty without overwhelming people or constantly selling to them.

What can an e-commerce founder learn from the opening of a bathhouse? Quite a lot, actually.In this solo episode of PR Adjacent, Ellie shares her experience at the soft opening of Sense of Self's new Sydney bathhouse, and why the hospitality industry's approach to launching has some valuable lessons for consumer brands.From building anticipation before launch to making every customer touchpoint count, Ellie explores how brands can use soft launches to build community, gather feedback, work out the kinks and create momentum before going bigger.She also shares examples from Australian beauty brands Bangn Body and Elacia, and explains why getting your positioning right early makes word of mouth so much more effective.In this episode:Why you should start building your audience long before launch dayHow to create valuable customer experiences, even during the waiting momentsWhy early feedback is one of the most useful marketing tools you haveHow to make your product easier to understand, use and recommendWhy soft launches aren't just for new businesses, but new products and services tooWhether you're launching your first product or your fiftieth, this episode is a reminder that you don't need a huge launch budget to build momentum. Sometimes the smartest thing you can do is start small, invite people in and learn as you go.

What does it really take to grow a self-funded brand for ten years? In this episode, I’m joined by Ann Williams, founder of Yearly Co., to talk about the thoughtful decisions, repeatable systems and long-term vision that have helped her grow the fine jewelry brand from a business she began at home into a company with a full team, a retail store and a national customer base.Ann shares the practical tools she uses to keep the business moving forward, including the Entrepreneurial Operating System, along with the meetings, metrics, hiring decisions and operating rhythms that have created greater clarity and accountability across the company.We also talk about self-funding, adapting through different seasons of business, knowing when to invest, and how Ann’s role as founder has evolved over the past decade.For anyone building for longevity rather than overnight success, this episode offers an honest look at what sustainable growth actually requires.

Influencer gifting has become a standard part of many brands’ marketing strategies, but sending more product does not automatically create more impact.In this episode, I’m joined by Peggy O’Brien and Willa Callahan, co-founders of Poppy Gifting, to talk about what makes a brand gift feel thoughtful, memorable and genuinely worth sharing.We get into creating a gift people genuinely want to share, when personalization matters, why presentation and timing can change the entire experience, and how to make an impact without pouring the whole budget into elaborate packaging.If influencer gifting is part of your marketing plan, this episode will help you approach it with more intention and create something that builds a real relationship with the person receiving it.

On today's episode joined by my longtime friend and former colleague Holly Hansen, founder of The Recognition Lab, to talk about how founders can use AI more intentionally. Holly explains why we should treat AI like a new employee, including how to train it, what context to give it and why a generic answer may be the best AI health score out there.We also discuss how press coverage, customer reviews, awards and other public evidence shape the picture AI forms of a brand, where human taste and judgment still matter, and how to choose tools based on the actual bottlenecks in your business.

After a year and a half of living in Australia, I’ve started thinking differently about what ambition and work-life balance can look like. In this solo episode, I’m sharing what I’ve learned from Australian culture about protecting down time, prioritizing movement and life outside of work, questioning the vanity metrics we associate with success, and focusing on the work only you can do.This is about getting clearer on what you’re ambitious for and building a business that supports the life you actually want to live.

About this  EpisodeWhat does it actually take to buy or sell a business? I’m joined by Susan Wojewoda, Chief Revenue Officer at Town and Country Living, who has worked on both sides of the acquisition process with family-owned and private equity-backed businesses. We discuss what buyers look for beyond revenue, including predictable income, customer concentration, contracts, team strength and whether the company can operate without its founder. Susan also shares how to prepare for a sale, assess an acquisition opportunity and recognize when a deal is not the right fit. Whether you’re considering an exit, curious about buying a business or simply want to build a more valuable company, this is a practical look at what happens behind the scenes.Episode Summary04:35 When should founders start thinking about exit strategies06:45 Key foundational elements for a successful sale08:10 Assessing the business's team and operational strength09:07 Balancing founder visibility with business independence14:16 Understanding revenue quality and diversification16:30 Valuable assets for small businesses and when size doesn't matter21:33 Planning for integration and organizational alignment23:54 Red flags and due diligence tips26:40 Personal growth and mindset during acquisition or sale28:34 First steps when approached with an acquisition offer30:24 When buying or selling isn't the right moveLet’s connect! Interested in helping grow your business or finding ways to unblock growth? Reach out via elliemcnevin.com or on Instagram @elliemcnevin_. I can’t wait to hear more. xx

In this episode of PR Adjacent, Ellie sits down with Julia Rubien, founder of Amie Social, to break down the basics of user-generated content (UGC) — and why it’s one of the most effective tools brands can use to drive sales today. From understanding what makes UGC different from traditional brand content to knowing how to source, brief, and repurpose it, Julia shares practical tips for beginners and brand owners alike. You’ll learn how UGC builds trust, stops the scroll, and turns casual browsers into loyal customers — plus how to start integrating it into your own marketing mix right now.

When she started her business, Julie McAllister was busy making sugar cookies for events around town — but what really lit her up were hyper-realistic, sculptural cakes. When she made the risky decision to niche down and fully own her creative lane, everything changed. That clarity led to Netflix’s Is It Cake?, the Food Network, and clients like Reese Witherspoon. On today's episode, we're talking about the power of niching down, trusting your gut, and how clear positioning can fuel real growth.

Today’s episode is all about what happens when you stop building for your customers—and start building with them. We’re joined by Samantha Gold, founder and CEO of Motette, the elevated bamboo clothing brand for babies and toddlers that’s quickly becoming a go-to for modern families.A former fashion exec and tech leader, Sam didn’t just launch a brand—she created a community. In this conversation, we dive into what that really means: from the DMs that drove early traction, to how 80% of her launch day sales came from moms in her inner circle.We talk about the power of transparency, the value of listening, and why the smartest founders are inviting their customers behind the scenes. If you're thinking about how to grow your brand through real relationships, this one’s for you.