Introduction:

Selling Signals, a popular blog offering actionable advice for
sales professionals, faced financial challenges that hindered their growth and profitability. The
founder, Evan, sought the expertise of Learn & Grow, an accounting firm specializing in helping
businesses optimize their financial performance. This case study explores how Learn & Grow assisted
Selling Signals in managing their burn rate, understanding the landed cost of creating content, and
ultimately navigating the due diligence process for a successful acquisition.

Challenge:

Selling Signals struggled with managing their burn rate and
understanding the true cost of creating each article. Without a clear picture of their financial
situation, the company found it difficult to make informed decisions about their content strategy and
overall business direction. Additionally, Evan wanted to explore the possibility of an acquisition but
lacked the financial knowledge and guidance to navigate the complex process.

Solution:

Learn & Grow’s CFO began working closely with Evan,
conducting regular meetings to assess Selling Signals’ financial health. The first step was to analyze
the company’s burn rate and identify areas where costs could be optimized. By delving into the expenses
associated with creating each article, Learn & Grow helped Evan understand the landed cost of
content production.

Next, the accounting firm assisted Selling Signals in determining
their breakeven point per article. This involved a comprehensive analysis of their revenue streams, ad
placements, and sponsorships. With this information, Evan could make data-driven decisions about the
type of content to produce and the pricing strategies to employ.

As Selling Signals’ financial situation improved, Evan expressed
interest in potentially selling the company. Learn & Grow guided Evan through the due diligence
process, preparing the necessary financial documents and assisting in negotiations with potential
buyers. The firm’s expertise in mergers and acquisitions proved invaluable in helping Selling Signals
navigate the complex landscape of an acquisition.

Results:

Through their partnership with Learn & Grow, Selling Signals
gained a clear understanding of their financial position and the steps needed to optimize their content
creation process. By implementing cost-saving measures and focusing on high-performing content, the
company improved its profitability and extended its runway.

Ultimately, Selling Signals successfully completed an
acquisition, with Learn & Grow playing a crucial role in the due diligence process. The accounting
firm’s guidance and expertise ensured that Evan received a fair value for the company and that the
transition went smoothly for all parties involved.

Conclusion:

Learn & Grow’s comprehensive approach to financial management
and their deep understanding of the unique challenges faced by content-driven businesses proved
instrumental in Selling Signals’ success. By partnering with the accounting firm, Evan gained the
financial clarity and strategic guidance needed to optimize the company’s performance and achieve a
successful acquisition. This case study demonstrates the value of working with a knowledgeable
accounting partner to navigate the complex financial landscape of a growing business.