In this episode of Millions Were Made, Jessica Marx and Brooke Dumas explore the critical role of exit strategy, succession planning, and incentive structures in maximizing business valuation and founder wealth.

Far too many founders begin thinking about exit planning only when they are exhausted, disengaged, or already in conversations with a broker—resulting in hurried negotiations, lowered valuations, and limited personal financial outcomes.

Jessica and Brooke outline a proactive approach designed to help founders prepare three to five years ahead of exit, strengthen operational infrastructure, and ensure the business can transfer value beyond the founder.

They discuss:

1. Why 99% of founders don’t have an exit plan—and the risks that creates
2. The three primary outcomes for every business: shutdown, acquisition, or succession
3. Why broker valuations often overestimate value and how due diligence reshapes the number
4. How operational, financial, and legal gaps erode business value during negotiations
5. The link between founder dependency, scalability, and marketability
6. How small operational shifts can lead to significant increases in profitability and valuation
7. Why many acquisitions leave founders with minimal financial gain
8. Structuring leadership roles—especially COO and CFO—to manage a future due diligence process
9. Who should be part of exit planning—and why this information should not be disclosed to most employees
10. How to maintain strategic momentum during an exit process to preserve leverage

Jessica emphasizes the importance of preparing for exit long before a transition is imminent. By doing so, founders gain optionality, negotiation strength, and the ability to exit on their preferred terms.

If you are committed to building a business that creates wealth, impact, and long-term opportunity—this episode provides a strategic roadmap for preparing your company for a successful transfer of ownership.

Mini-timeline

1. 00:00–00:52 — Why the Business Performance Audit was developed
2. 00:53–02:42 — Lack of exit plans among founders and associated risks
3. 02:43–04:23 — The three potential endpoints of a business
4. 04:24–05:24 — Why initial valuations are often inflated
5. 05:25–08:01 — The due diligence process and common pitfalls
6. 08:02–09:52 — Common outcomes of small business acquisitions
7. 09:53–11:25 — Defining peak performance and identifying profitability leaks
8. 11:26–12:51 — Legal and IP gaps that undermine valuation
9. 13:12–14:40 — When founders should begin planning for exit
10. 14:41–16:10 — Structuring and scaling with exit in mind
11. 16:11–18:41 — Who should be informed and involved in the process
12. 18:42–22:12 — Building the advisory team and emotional readiness
13. 22:13–23:09 — Final takeaways and strategic recommendations

Resources

1. Follow @millionsweremade on Instagram for frameworks + strategy tips

Connect with Jessica:

Instagram: @millionsweremade | @thejessicamarx

Work with Jessica: Tailored Premier

Website: Millions Were Made