William Walker

Where are you?

Two ways in. Both start in the same place.

Whether you want to sell soon or you know the business isn't ready yet, the first step is the same: an honest read on where it stands and what it's worth. Here's where most owners see themselves:

Grow the value first

“I want out eventually, but I know it's not there yet.”

You want to sell, but you know it won't fetch what it should yet, whatever is holding it back. The numbers won't stand up. Too much revenue leans on you or a handful of big customers. Or it simply hasn't been built to hand over. We close that gap over six to eighteen months, then you move when you choose.

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Go to market

“I think I'm ready. I want to move.”

You're closer to the door. We pressure-test whether the business is genuinely sale-ready and get the numbers and the story straight. Then I sit on your side of the table through the deal, working alongside the broker and lawyers who run it.

Book a free conversation →

Not sure which is you? That's what the free 5-Min Sale-Readiness Test is for.

What we build

Four things we build: three that lift your price, one that gets the deal done.

A Business a Buyer Will Pay Full Price For

Buyers discount hard for risk: a business that leans too heavily on the owner, or know-how that only lives in people's heads. We find what a buyer would mark you down for and take it off the table, so what you've built holds its value under scrutiny and commands full price.

Numbers That Stand Up When It Counts

Most owners run on bookkeeper-level numbers. They tell you what happened rather than what is driving value, and they won't survive a buyer's or investor's questions. We get your financial picture to a standard you can steer by now, and defend in a room full of people trying to talk your price down.

Revenue a Buyer Can Count On

Buyers pay a premium for revenue they can rely on, and discount everything else. Income that hangs on a few big customers, or that has to be won again from scratch each year, reads as fragile. We work the revenue base toward less concentration and more that recurs, so the earnings a buyer is paying for are the ones most likely to still be there after you've gone.

A Sale That Completes, On Your Terms

Most businesses that go to market never sell, or sell for less than they should. When you're ready to move, whether that's a sale, a raise or a handover, the deal is prepared and positioned properly. I stay on your side of the table while your broker and lawyers run the transaction, so it completes at a price that reflects what you built, on the timeline you choose.

Is this you

If you're here, your business is profitable. The question is what a buyer would actually pay for it.

You've built something real. Revenue is solid. Staff are employed. Customers keep coming back. But you've never had the business valued properly, and you've never had anyone look at it the way a buyer would, hunting for the reasons to pay you less.

Maybe a buyer has already circled. Maybe you're thinking about succession, or a partner wants out, or you've simply started counting the years. Whatever brought it into view, you sense the gap between what you've built and what it would actually fetch is real, and you're not sure what's causing it.

The things that cost owners most at sale tend to be the same:

The business still runs through you: quoting, key accounts, pricing and problem-solving all come back to you.
Financials built for the tax return, not for a buyer. They won't survive the questions a serious buyer asks.
Revenue leaning on a handful of builders, sites, contracts or accounts. Lose one and the year moves.
Work that's won job-by-job rather than locked in, strong on reputation and light on contracted or recurring revenue.
No clear number for what it's worth, and no plan for how you'd actually step back or sell.

What you want is straightforward: to know what it's worth, to lift the things holding that number back, and to sell it well when you decide to, on your terms rather than a buyer's.

That's where I come in. I've sat on both sides of the table.

Value Growth Advisor

Who you'd be working with

An operator who's done it on both sides of the table.

I've acquired, built and sold businesses of my own. I've been the owner in the room for the raises, the negotiations and the sales. So I know what buyers push on, what they quietly discount, and what it costs an owner to find that out too late. That's the view I bring to your side of the table.

Nearly 15 years building and running companies, leading acquisitions, sales and exits, capital raises and divestments. I work with owners of established, profitable businesses, typically $1M–$10M revenue in trades and contracting, light industrial and manufacturing, and facilities and business services. They are brilliant at the work but have never run the business as something a buyer pays full price for.

To be clear about what I am: I'm an advisor, not a broker. I don't list businesses or represent buyers. I sit on your side of the table and work alongside the brokers, lawyers and accountants who run the transaction.

Businesses Exited

12+

Years as Founder and CEO

60+

Team Members Led

Deals Closed Across Exits, Raises and Divestments

The Process

Four steps, in order. The first two are free.

Free

See What's Capping Your Value

Start with the 5-Min Sale-Readiness Test, a quick and honest read on what is most likely limiting your exit value right now. Ten questions, about five minutes, no call required and nothing to prepare.

Get your free scorecard →

Free

Have a Conversation About Your Business

A 30-minute call to look at where you are, where you're headed, and whether there's a clear next step worth taking. No pitch and no pressure, though this is the conversation that decides whether working together makes sense at all.

Book your free conversation →

Paid · A$3,000 + GST one-off

Get Your Exit Pathway Snapshot

The paid diagnostic: up to a full day of discovery in the business, an indicative market-based valuation, a readiness scorecard, and a written gap analysis of exactly what's capping your value and what to fix first. It is a working roadmap, and you keep it either way.

Ongoing retainer

Build a Business Worth Selling

With the roadmap in hand, we work through what a buyer would mark you down for: the numbers, customer concentration, how much leans on you, the management layer. Then deal readiness when you're ready for it. Delivered in focused 90-day cycles, each with one clear priority, so nothing gets lost and everything moves.

In their words

Owners who have been through it

I've been a multi site cafe owner for over 10 years and always found it challenging to remove the dependency on me so I could get my time back. Will's approach to systemising my business has meant that I can finally delegate to staff and I am no longer the bottleneck. It's also made my business more sellable for the future.

Bobby Multi Site Owner of Brighton Brew
We worked with Will for a year and a half while he was building Send It!, so I've seen him run a business, raise money and sell it. Sitting on the other side of the conversation now, he has helped bring clarity to the process of how to build our business so that is not only sellable, but at the maximum value possible.

Sam Owner & CEO of So Shall We, Performance Marketing Agency
I knew roughly what I wanted to sell Rubix for but didn't have a clear strategy for how to get there.

Will mapped my exit pathways and showed me the gap between where Rubix sits today and where it needs to be to achieve my end goal.

I came away with a staged plan to implement the strategies to close that gap.

Ryan Owner of Rubix Pest Control

Three ways to work together

The right level of support for where you are

Start here

The Exit Pathway Snapshot

A$3,000 + GST · one-off

The honest first step. No one should commit to a long engagement without proof.

Up to a full day's deep dive into the business, on-site or virtual
An indicative market-based valuation range: what it's worth today
An owner-dependency and value-gap scorecard
A written gap analysis: exactly what a buyer or investor will flag
A prioritised 12-month roadmap built around your goals
Tax-timing considerations for an Australian or New Zealand exit

You leave with an indicative valuation and a prioritised plan you can act on, whether or not you continue with me.

The Value Build

From A$2,500 / month · 3-month minimum, typically 6–18 months

The core partnership. We build the value in and the dependency out, in focused 90-day cycles rather than a rigid fixed scope.

Everything in the Exit Pathway Snapshot
Fortnightly working sessions, plus direct access between them
The value-build programme run as 90-day cycles: one clear focus each round, reviewed and re-set as we learn
Your valuation story and information memorandum, when you're ready to move
Introductions from my network, including brokers, buyer's agents and buyers
Negotiation and deal support, alongside your broker and lawyers

Each quarter targets the one thing most worth moving, and resets when that changes.

Premium · capped at 3 clients

The Value Partner

From A$7,500 / month + success fee · 6-month minimum

Same discipline, but I'm in the business with you at board level rather than advising from a slide deck. Depth and access, limited to three clients at a time.

Everything in the Value Build
Board-level involvement, non-executive or interim-director capacity
Hands-on operating support where it moves the number
Quarterbacking the owner's side of the transaction, start to finish, alongside your broker and lawyers

For owners who want the person advising them accountable for the outcome.

Every paid engagement starts with the Exit Pathway Snapshot. The first step is always the free scorecard and a conversation.

Book a Free Conversation →

About William

How I got here

Throughout my career I've learned by doing, getting a fair bit wrong, and above all maintaining a curious mindset.

I've spent nearly 15 years building and running companies. In that time I've led acquisition, sale and exit transactions, capital raises and divestments.

I acquired my first business aged 26, a small recruitment company in Sydney. Alongside my business partner, we rebranded that business into SaaSpeople, which became the leading provider of Recruitment & Professional Services to the APAC Salesforce ecosystem. After 7 fantastic years, including turning down $250K in seed funding from a venture capitalist to build "LinkedIn for Salesforce contract workers" (still think about that one!), I was fortunate enough to exit the business in 2022 at a multi-million dollar valuation.

I then co-founded Send It! Social Club, a multi-venue competitive-socialising and family entertainment group. I led the business from zero to four venues in two years, disrupting one of the most entrenched industries in Australia in the process. Along the way I led a team of 40, raised three rounds of capital at multi seven-figure valuations, managed a large shareholder register, pivoted our model to franchising, and ultimately sold a majority stake before stepping into an advisory role.

I've also co-owned a fitness franchise which opened 3 months before the first Covid lockdown. Great timing! Fortunately we made it through that challenge and I successfully sold my stake to an incoming operator in 2021. I also tried my hand at running an events business (boat parties on Sydney Harbour!).

Having seen what's possible in my own business life, I'm passionate about helping others understand how to realise value from what they have built. Most of the opportunity often sits in things you can't see from inside it.

If your business is profitable but still runs through you and you'd like that to change, or if you're interested in understanding your own exit pathways, I'd love to hear about it.

Take the 5-Min Sale-Readiness Test →

Free, and no call required.

5-Min Sale-Readiness Test

Ten questions that show how ready your business is to sell, and what its dependency on you is quietly costing your sale price. Could you sell tomorrow, for what it's actually worth? Most owners are surprised by the number. Take it before your next conversation with a broker, a buyer or an investor.

Get Your Free Scorecard →

Thirty minutes, no pitch.

Find out what it could be worth, and what it would take to sell it well

If you own a profitable, established business and you've never had a straight answer on what it would actually fetch, this call is worth your time. Thirty minutes, no pitch, no obligation.

Here's what we'll cover:

Where the business sits today, and what a buyer would mark you down for
The one or two things most worth fixing first, and what they're likely worth to your price
What a realistic path to a sale looks like, and whether working together makes sense

Book Your Free Conversation →