Built to Finish | Navigating Highs, Lows, and Sell-Offs - Mark Kennedy - Built to Finish

Navigating Highs, Lows, and Sell-Offs - Mark Kennedy - Built to Finish - Episode # 009

January 29, 2025 / 48:54/E9

Mark Kennedy, Partner at Red Strategy Group LLC, and a seasoned entrepreneur and advisor with over 25 years of experience, shares his journey from founding nine companies to selling his technology firm, Crown Partners, to Publicis Group. Crown Partners was named Strategic Acquisition of the Year in 2014 by the Mergers and Acquisitions Association. Mark discusses the key strategies that fueled his success, the importance of strategic partnerships, and the value of a strong executive leadership team. He also explores his current role at REDD Strategy Group, where they use agile methodologies to help growth companies optimize strategy, people, and execution, significantly boosting performance and value. This episode offers valuable insights for entrepreneurs looking to scale their businesses while navigating leadership challenges and strategic pivots.

Takeaways:

Identify High-Quality Small Companies: Focus on identifying high-quality software companies and partnering with them before they get acquired or establish themselves in the market.
Employ Effective Strategies for Maximizing Outcomes: Use strategies like retaining an investment banker, understanding market trends, and preparing for potential acquisitions to maximize outcomes during a sale.
Pivot Quickly When Necessary: Stay flexible and open to pivoting your business model based on market conditions.
Choose the Right Partnerships: Build strategic partnerships that align with your long-term goals, potentially involving partnerships or acquisitions that add significant value to your core business.
Build and Evolve an Executive Leadership Team: As your company grows, ensure your leadership team evolves with key roles in areas like sales, architecture, and project management.
Run the Business Like a Business: Maintain clear, transparent financial records, avoid mixing personal and business finances, and focus on legitimate business expenses to ensure credibility during potential acquisitions.
Involve More People in the Strategy Process: Include more members of your organization in strategic planning to gain diverse perspectives and ensure everyone is invested in the company’s vision.

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