Dustin sits down with Renita Wolf, an exit planning advisor with over 25 years of corporate M&A experience, to discuss how founder-led businesses can maximize their value and become investment-ready. Renita shares why most small business owners miss the opportunity to exit profitably, often shutting down rather than selling due to lack of preparation. She explains the critical difference between working with a fiduciary advisor versus a commission-based broker, and reveals the three key factors that drive business value: customer concentration, owner dependence, and revenue consistency. Renita provides actionable advice on how entrepreneurs can start preparing now—even if they're 5+ years from exit—by creating SOPs, building organizational structure, protecting intellectual property, and transitioning to recurring revenue models. Whether you're planning to sell or simply want to build a more sustainable, valuable business, this conversation offers invaluable insights into thinking strategically about your company as a true asset.

Chapters:

• (00:00:00) - Introduction and Guest Background
• (00:02:00) - Why Renita Transitioned from Corporate to Exit Planning
• (00:04:30) - The Family Story: Businesses That Never Sold
• (00:07:00) - When to Start Exit Planning (The 3-5 Year Rule)
• (00:12:00) - What Is a Fiduciary and Why It Matters
• (00:18:00) - The Real Story: When Financial Statements Weren't Investment-Ready
• (00:21:00) - Risk and Sustainability: What Buyers Actually Look For
• (00:26:00) - Recurring Revenue Is Gold
• (00:29:00) - How Service Businesses Can Create Intellectual Property Assets
• (00:33:00) - Reducing Owner Dependence: SOPs, Org Charts, and AI Tools
• (00:40:00) - Next Steps and How to Connect with Renita

• Free Exit Ready Assessment (3 minutes)
• Connect with Renita Wolf on LinkedIn
• Dustin on LinkedIn
• 7 Figure Leap