Exit Readiness: Building a Business That Works for You
Cristy and I meet two kinds of business owners—those who are thinking about their exit and those who haven’t even considered it. No matter where you fall, exit readiness isn’t just about selling. It’s about making your business stronger, more profitable, and easier to run.
Exit readiness matters because nearly 50% of business exits are involuntary, triggered by external crises like health issues, economic downturns, or unexpected buyout offers. Even more staggering, 79% of business owners have no exit plan at all. When you’re not prepared, you risk selling at a discount, losing control, or exiting under stress. Exit readiness isn’t optional—it’s essential.
We assess exit readiness by running every client through a health and value assessment, which helps us pinpoint gaps and opportunities in six key areas. This assessment gives you clarity on what’s working, what needs improvement, and what’s holding your business back from reaching its full potential. If you want to build a business that thrives—whether you sell it or not—these are the areas to focus on:
The 6 Shields of Exit Readiness
Think of your business like Athena’s shield—strong, strategic, and built for protection. These six shields are what hold your business together and propel it forward. If one is weak, the entire structure is vulnerable. Strengthening each shield ensures resilience, profitability, and sustainability, making your business a valuable asset, regardless of when or how you exit.
Financials: The Lifeline of Your Business
Your financials tell the story of your business. If they’re a mess, your business value takes a hit. Solid, clean, and well-documented financials give you control, credibility, and leverage when making big decisions—whether that’s scaling, securing funding, or selling.
Do you have a budget and financial forecast that aligns with your business goals?
Are your cash flow and profit margins stable and well-managed?
Is your pricing strategy maximizing revenue without limiting market reach?
Are you maintaining proper books and financial statements for due diligence?
Leadership: The Heart of Your Business
If your business can’t run without you, you don’t have a business—you have a job. Strong leadership means having a capable team that can make decisions, solve problems, and keep things running whether you’re there or not.
Have you delegated key responsibilities so the business isn't solely dependent on you?
Is there a succession plan in place for leadership transitions?
Are your managers equipped with leadership training and development programs?
Does your leadership team support and drive company culture effectively?
Sales: Your Ability to Control Revenue
A business that depends on one or two big clients or the owner’s personal relationships is risky. A scalable, repeatable sales process ensures that revenue continues to flow, no matter who is in charge.
Do you have a structured sales funnel that consistently converts leads into customers?
Are your pricing and contract structures aligned with long-term profitability?
Do you track key sales metrics like conversion rates and customer acquisition costs?
Are you expanding into new markets or revenue streams to minimize risks?
Recruiting: The Quality of Talent You Keep
The best businesses don’t just hire people—they attract the right people. Recruiting isn’t just about filling roles; it’s about creating a culture that retains top talent.
Do you have a streamlined hiring process that ensures you attract top-tier candidates?
Are you offering competitive compensation and benefits to retain your best employees?
Does your team culture encourage employee engagement and long-term retention?
Have you built a succession pipeline for key positions?
Marketing: Your Predictable Growth Engine
Marketing isn’t about guesswork. A strong marketing engine creates predictable, repeatable lead generation that fuels growth.
Do you have a defined brand message and target audience?
Is your marketing strategy generating consistent and qualified leads?
Are you leveraging multiple channels (digital, content, partnerships) to reach customers?
Can you track and measure ROI on marketing spend?
Productivity: Your Guardrails for Scale
Systems and processes are what allow businesses to grow without chaos. Without clear workflows, inefficiencies pile up, and you hit bottlenecks.
Do you have documented SOPs (Standard Operating Procedures) for all major functions?
Are you using technology and automation to streamline operations?
Can your business continue operating efficiently without daily intervention from you?
Are your processes reviewed and improved regularly to support scalability?
What This Means for You
Imagine your business as Athena’s shield. If one section is weak or missing, you’re exposed to risk. If all six shields are aligned and strong, you’re prepared for anything—whether that means scaling to new heights or stepping away when the time is right.
Exit readiness is about ensuring all these areas are strong, aligned, and working for you—not just for potential buyers. Whether you exit in two years, ten years, or never, the goal is the same: to build a business that gives you options, freedom, and value.
Being Exit Ready Means:
You can step away without everything falling apart.
You can capitalize on opportunities when they arise.
You reduce risk and increase stability.
You create a legacy that lasts beyond you.
You have the power to dictate your terms when it’s time to transition.
Exit readiness isn’t a reactive measure—it’s a strategic advantage. The strongest businesses are those prepared for any scenario, ensuring longevity, profitability, and peace of mind. It’s not about if you’ll exit—it’s about when and how. The stronger your shields, the more control you have over your future.
If you haven’t started planning, the time is now. Don’t wait for a crisis to force your hand. Strengthen your shields, build resilience, and take control of your business’s future today.
Check your exit readiness by taking our Health And Value Assessment
