Kris Hughes 🪓

Social Media Content Creator

Coaching ambitious freelancers to build better businesses.

Developing a strong marketing program isn't easy.
A couple of roadblocks stand in the way.
Some have to do with time, and others, resourcing.

Here's the typical scenario for many companies:
* They're doing some marketing content and storytelling now and then.
* They may occasionally fire off a cold campaign, or run some ads.
* Their marketing is 'good enough,' but they know it could be better.
* Marketing responsibilities are split between several different people.
* Who check the 'task boxes' begrudgingly.
* And the resulting work is disjointed at best, or confusing at worst.

For these companies, marketing is anything but strategic. Or the strategy is made of sticks and string when it should be concrete.

Things can be different, though.

Our work as Fractional Marketers helps these companies:
* Tell a more cohesive and powerful story
* Identify their core audience and create a marketing narrative that resonates
* Find the right channels to develop so effort isn't wasted
* Execute quickly on short-term opportunities and lay the foundation for long-term growth and sustainability 
* Install and execute on repeatable, predictable processes & strategies that continue to move the needle

We offer three options for engagement:

* It all begins with our Marketing Tune-Up. Over 30 days we'll take a 'look under the hood' of your current marketing and find 2-3 opportunities for quick wins that we can work on together. 
* Your investment for the Marketing Tune-Up is directly applied, to one of two monthly retainer options if you choose to keep working with us, the Scale plan and the Soar plan.
* Under the Scale plan we're developing warm and cold email outreach, an organic traffic engine, social media marketing, and thought leadership content to have things firing on all cylinders.
* Under the Soar plan, we become your marketing team, hiring freelancers from our network and going full-speed ahead to help you pour fuel on the fire of your marketing momentum.

You get two of us at Zanate—me and my wife Julie—who bring a combined 30+ years of experience in content, marketing, and storytelling to the table to help your portfolio companies custom-craft and execute a content strategy that's right for their unique situation and niche.

The cost?
Less than half the annualized cost of a typical full time Chief Marketing Officer, on the high end.

Interested to learn more?
It all starts with a free Marketing Strategy Call to set the table.

DM me or book 30 minutes here:
https://savvycal.com/krishughes/marketing-strategy-call

Founder --> Ghostwriter & Content Creator for Growing Coaches & Solopreneurs

Tune-In to who you are at your core, and achieve your wildest dreams from a place of ease & flow | Mentor | Catalyst | Advisor | Fluid Power & Sales Expert

You built a successful business, but now it feels like it owns you.

Sound familiar?

As an engineer turned entrepreneur, I've been there: working longer hours, missing family time, and watching my health suffer while my million-dollar B2B distribution company demanded more of me.

Then I discovered the secret: building systems that let your business run without you.

Today, I help technical founders and B2B companies transform from owner-dependent operations into self-running machines that scale past 7 figures and exit successfully.

My TunedIn Process delivers:

✅ Crystal clear organizational design based on team strengths
✅ Automated systems that run without constant oversight
✅ Key metrics that drive growth while you're away
✅ M&A strategies for exponential expansion
✅ Exit preparation when you're ready

⛔️ Stop letting your business own you. 

Let's build the systems that give you back your freedom while driving growth.

I specialize in:

> Strategic Business Growth Planning
> Distribution Channel Development
> GTM Strategy
> E-commerce Integration
> Technical Business Advisory
> CEO Mindset and Performance

DM or visit my website for more info, or simply call me at:📞(786) 322-3322 (or WhatsApp)

www.ricardosolorzano.com

Ricardo J. Solorzano

“They just made me an offer to buy my business.”







Most founders think:

> They’ll wire the money,
> We’ll sign some paperwork,
> Done.

It’s rarely that simple.

--

When a serious group shows up with an LOI, understand this:

You’re not negotiating with an individual.

You’re negotiating with a team.

People whose job title is literally:

BUYER.

> They’ve closed dozens of deals.
> They know how to structure earn-outs.
> They know how to use exclusivity.
> They know how to re-trade after diligence.

And their compensation is tied to the price and terms they negotiate.

This isn’t personal,

It’s a process.

--

Now compare that to most founders:

> This is their first sale
> Their net worth is concentrated in the company
> They’re emotionally attached
> They haven’t defined their ideal structure

Your objective is not “an offer.”

Your objective is:

> Money in the bank,
> On terms that work for your life,
> With a transition you can actually live with.

That requires:

Clarity on the deal structure you want

Understanding what truly drives valuation

Creating competitive tension

Managing milestones and buyer accountability.

An unsolicited offer can be flattering.

It can also be expensive.

--

If you’ve received an LOI (or think one may be coming),

Don’t go at it alone!

You need someone in your corner who does this every day.



DM me if you want to dissect what it really means. Confidentially.

#exitplanning #businessbroker #mergersandacquisitions #middlemarket

His friend left $1.5M on the table.






He didn’t want to make the same mistake.

When we discussed our engagement and exclusivity, he didn’t push back.

“Common sense,” he said.

What changed his perspective?

A close friend in the same industry, similar size, similar age, was approached by private equity groups.

After enough emails, he engaged.

> The LOI looked strong.
> The headline number was attractive.
> He signed.

No advisor.
No valuation benchmark.
No competitive process.

He entered exclusivity.

He was locked in.

During diligence:

> Working capital adjustments surfaced,
> Structure shifted toward earn-out,
> Risk allocations moved,
> Price was re-traded.

By the time the deal closed, the headline number was not the real number.

Several issues could have been addressed 12 to 18 months earlier with proper preparation.

That experience cost him $1.5M.

But the greater cost was REGRET.

An exit should create freedom.

Not second guessing.

When you have someone in your corner:

> You define the structure before negotiating,
> You create competitive tension,
> You prepare for diligence before buyers see the business,
> You sign only when the terms align with your life.

An offer is flattering.

A controlled process is powerful.

If you are within a few years of exit or already fielding inbound interest, the decisions you make early matter more than you think.

If this resonates, reach out.

The right exit is designed. Not improvised.

--

I only improvise when playing...

#exitplanning #businessbroker #mergersandacquisitions #middlemarket

Their one "buyer" is competing with 9 more now...






This client reached out based on instinct.

He wanted to exit due to misalignment with his partner. A group had been courting them for months and kept hinting at a strong number.

But:

> They had not signed an NDA,
> They had not submitted an IOI,
> They wanted “more information.”

The kind of information that disrupts staff, partners, and operations.

Still, the informal valuation they floated sounded very attractive.

At first.

But something didn't feel right.

--

We stepped in and immediately established:

> A structured roadmap with defined milestones,
> A clear valuation framework,
> Process discipline,
> Gates.

And most importantly, competition.

Within days, that same group suddenly had:

Nine competitors
A formal deadline
A requirement to submit a signed purchase agreement

It's amazing what structure, competition, and a clock will do.

Serious buyers show up when there's a real process.

—

If someone is flashing a number in front of you without structure, that's not leverage.

Leverage comes from options.

If you are considering an exit and want buyers to put their money where their mouth is, we should talk.

Peace of mind comes from having a process.


#businessbroker #exitplanning #competition

"Another advisor valued my business at DOUBLE what you did."







Although valuation has many layers, and there's definitely an 'art' component to it,

The reality is one:

You don't want a number.

You want a SELLABLE business. Money in the bank.

--

I met with this client yesterday to go over my broker's opinion of value.

My process looks something like this:

1. We connect via phone / in person to get to know each other. I explain the process and request financial information,

2. Zoom call to go over the owner benefit worksheet / add-backs. Discuss market comps, and arrive at a number.

3. Listing agreement / growth consulting engagement.

Although she understood the steps and logic behind it,

She still wasn't too excited with the prospect of getting a valuation that was literally less than half what another advisor had indicated.

Until we went over the 'financeable' part of the equation:

> Most businesses in this industry sell through an SBA 7A loan,

If the business doesn't generate enough cash flow to support the debt = 

No loan.

That's when reality hit.

--

Careful with signing engagement agreements, simply because the advisor threw the 'magic number' in front of you.

Not only is it painful when you find out at the tale end of the process, that there's no way you'll get it.

But also: no one wants a stale listing.

...it could even disrupt your organization.

--

Are you curious about your business valuation?

And not just for a number, but to understand if you'll really have a deal?

Reach out. My valuation is complimentary.

and I promise you'll leave armed with enough ammo to exit.

On your terms.


#businessbroker #exitplanning #mergersandacquisitions #businessconsultant

Don’t Look Back in Anger…






What a song.

“Slip inside the eye of your mind,
Don’t you know you may find
A better place to play.”

Business exits are exactly that.

An inside out game.

And how does that affect your exit?

In every possible way.

You can have:

> A perfectly organized company
> Clean financials
> Strong EBITDA
> Zero owner dependency

On paper, ideal.

But if your mindset is fear, that is what will drive the process.

Fear of letting go.
Fear of not being needed.
Fear of what’s next.

Buyers feel it.

And you will negotiate from it.

I have also seen the opposite.

Not a perfect business.

But a clear, calm, decisive owner.

> Confident in the transition.
> Clear on the future.
> Optimistic about the next chapter.

Those exits feel different.

And they close differently.

That is why I do not just work on structure, multiples, and deal terms.

I work on MINDSET.

Because an exit is not just a financial transaction.

It is an identity transition.

If you are ready for a conscious and strategic exit, send me a DM and let’s get to work!


#businessbroker #consciousexit #exitplanning #mergersandacquisitions

Went out on a date with this beauty over the weekend...








Going out 1:1 either with my wife or kids, is the best coaching engagement I could be in...

Not for them: for me!

I feel they all bring so much insight into my life,

Such fresh and wise perspectives, from a place of love.

--

Early in my engagements as a broker or M&A advisor, I always ask business owners about their families.

They're generally shocked when in between highly technical discussions, I ask:

"What does your wife / husband think?"

"Have you talked to your kids about their perspective?"

"How do they see you in the context of your business?"

The answers are shockingly full of wisdom.

--

If anyone will be impacted by your business decisions, it's your FAMILY.

Ask them.

Listen.

Execute on that wisdom.

You will then have clarity on what your ideal exit really looks like.

And I will help you craft the roadmap to getting there.

--

Have you ever asked your family what they think your ideal exit looks like?

#exitplanning #businessbroker #mergersandacquisitions #businessconstultant

The best motivator for performance? Competition.






Our local supermarket is terrible.

Why?

It is the only store in Key Biscayne.

> No competition.
> No urgency.
> No reason to improve.

--

I see the same thing happening with lower middle market business owners.

They get one offer.
Maybe two.
And suddenly it feels like a done deal.

The buyer is “great.”
The terms seem “fair.”
The LOI looks “standard.”

But here is what most owners don’t realize:

Acquisition groups buy companies for a living.

You don’t sell companies for a living.

They have deal teams.
Models.
Lawyers.
Playbooks.

If you go into that process alone with one buyer, you are not negotiating.

You are reacting.

—

The difference between:

Accepting their terms
vs.
Structuring the deal on your terms

…is COMPETITION.

When multiple buyers are involved:

> Valuations move.
> Earnouts shrink.
> Terms improve.
> Certainty increases.

That’s not theory. That’s leverage.

—

If your company is doing:

$10M to $100M in revenue
$2M to $10M EBITDA

You don’t just need a buyer.

You need a controlled process that creates competitive tension.

Let’s talk.

I will show you how to materially increase your odds of a premium valuation and a deal structure you can live with after closing.


#lowermiddlemarket #mergersandacquisitions #advisor #businessconsultant #competition

***NEW LISTING ALERT: Profitable Med Spa in Boca Raton, FL!








I’m representing the sale of a well-established medical spa in South Florida with a strong reputation, loyal clientele, and a beautiful, fully built-out facility.

The business has built consistent demand for premium aesthetic services and operates with an experienced team and solid systems already in place.

Opportunities like this are ideal for:

> Physicians or nurse practitioners entering aesthetics
> Existing med spa owners looking to expand
> Strategic buyers in the wellness and beauty space
> Investors interested in the fast-growing aesthetics market

Details are being shared confidentially with qualified buyers under NDA.

If you or someone in your network may be interested, feel free to reach out!


#medspa #SouthFlorida #businessbroker #sellmybusiness

Don’t let private equity define your exit.







It’s one thing to be told what “a typical deal” looks like.

It’s another to know what would actually make it a hell yes for you.

And then find the PE group where that structure isn’t just acceptable…

…but strategic.

--

I recently spoke with a founder who’d been approached by three PE firms.

All ‘very interested.’

All with a similar playbook:

> Take control of your business
> Optimize the org chart
> Put their operator in
> Exit in 5 years at a higher multiple

You’ve heard it before.

He was excited.

And uncomfortable.

When we slowed it down and clarified what he actually wanted, it became obvious:

Yes, they could bring capital.
Yes, they could bring credibility.
Maybe even a second bite.

But they weren’t buying into his vision.

They were buying into theirs.

That’s the difference.

If this is your first exit, especially in the $2M+ EBITDA range,

You don’t get practice rounds.

You get one.

Even if what you want feels too specific, too founder-driven, too long-term,

There are buyers looking for exactly that.

But only if you’re clear on it first.

Build the deal around your outcome.

Then attract the capital that fits it.

--

Thinking about selling?

Been approached?

Before you sign that LOI, let’s make sure it’s actually a hell yes.

#businessbroker #mergersandacquisitions #privateequity #exitplanning

Your business is unique. So is your ideal buyer.





A big part of my work as a business broker is networking.

And as an introvert who still craves meaningful connection, I’ve tried a lot of events.

From well-known organizations filled with millionaires (and a few billionaires)…

to small local meetups with entrepreneurs at every stage.

Here’s something I’ve noticed:

At the “fancy” events, many founders show up to compare whose business is bigger.

It takes a while for the masks to come off before real conversations happen.

But this morning I attended an event most people told me not to bother with.

And it surprised me.

> People genuinely wanted to connect.
> To help each other.
> To collaborate.

It reminded me of something important:

Fit matters.

The right room makes all the difference.

—

Selling a business works the same way.

Every company has something unique that makes it especially attractive to a specific type of buyer.

That’s why in my exit process I run an Ideal Buyer Profile Workshop.

We identify:

> What makes your business strategically valuable
> The 3 buyer types who would benefit most from acquiring it
> How to market directly to them.

Because the best exits don’t happen by chance.

They happen when the right buyer sees the right opportunity.

—

Thinking about selling?

If you want a broker who approaches deals a little differently, send me a DM.

Let’s talk.

#businessbroker #mergersandacquisitions #exitplanning #sellabusiness #idealbuyerprofile

I'm an engineer...mechanical engineer.







I've done the technical.

The hard core, get your hands dirty field stuff too.

I'm certified as a fluid power specialist. Lean Six Sigma Black Belt.

But I don't think engineering has anything to do with learning the Bernoulli principle or the Carnot engine...

It has everything to do with figuring out how things work.

Having an established framework to split it into bite size pieces,

Not just for the sake of understanding, but also to manage the process and minimize risk factors, aka. leaks!

--

That's why I bring a unique approach to how deals get done.

From onboarding a client, understanding their most important layer: their vision for life.

To dealing with the specific technical details that apply to their deal in particular.

To foreseeing risk factors and explaining them.

I create a map, mark the x, and show the path.

--

If you run a complex operation, and are thinking about exiting, let's talk.

I'll show you how simple things can be when we bring clarity and structure to the deal.

Cause in the end it's about taking one step at a time.

Ready when you are.


#mergersandacquisitions #lowermiddlemarket #exitplanning #businessbroker

**New Listing Alert: Established Restaurant in Palm Beach County**







This neighborhood favorite has built a loyal following around quality comfort food, friendly service, and a welcoming atmosphere. The business operates primarily during breakfast and lunch hours with experienced staff and systems already in place, creating a solid foundation for a new owner. 

Key highlights:

> Owner-absentee operation
> 2COP Liquor License
> Seating for 100+ guests including outdoor patio
> Strong local reputation and repeat clientele
> Clear growth opportunities through extended hours, catering, and digital ordering
> E2 visa qualifying opportunity 

If you’re an operator or investor looking for a turnkey hospitality opportunity, feel free to reach out for more information.

#newlistingalert #palmbeach #mergersandacquisitions

“Ricardo: I want to make them SUFFER!”






Those were his exact words.

A senior executive at a supplier we work with.

Let’s call him 'Henry.'

> He was fired up about the competition.
> Not about building something better.
> Not about serving customers better.
> Not about innovating.

He wanted them to suffer.

Think about that mindset.

All that energy.
All that intensity.
Pointed at destroying someone else.

And here’s the irony.

He doesn’t own anything.

No equity.
No legacy.
No long-term upside.

Just a title on a business card that can disappear the moment the board decides it’s time.

—

Passion without ownership is misdirected power.

If you’re going to burn that much energy, at least build something that’s yours.

Here’s a better strategy:

> Befriend your competitors. You’ll learn more from them than you think.
> Play to your strengths instead of obsessing over someone else’s weaknesses.
> Focus on enterprise value, not ego.

If you’re in corporate and you feel that fire, channel it differently.

> Use your experience.
> Use your industry knowledge.
> Use your operational discipline.

Acquire a cash-flowing business.
Optimize it.
Scale it.
Create real equity.

Something you actually own.

Because a 401(k) is not a legacy.
An asset that produces cash, grows in value, and can be sold on your terms…that is.

And please, don’t fall for the “buy a business with zero down and no risk” fantasy.

Structure it correctly.
Finance it intelligently.
Negotiate it strategically.

—

If you’re serious about leaving corporate and building something that’s yours, let’s talk.

Build. Don’t destroy.

#businessbroker #acquisitions #legacy #entrepreneurship

Technical valuation vs. a deal that actually closes.






If you're a founder thinking about selling, you're not really chasing a "valuation."

What matters is:

> Money in the bank,
> A transition you can live with,
> A deal that actually gets through underwriting.

As part of my listing intake process, I sit down with every seller and go through the Owner Benefit Worksheet line by line.

We review every expense.

This helps me understand the business in detail while also clarifying legitimate add-backs.

—

Recently a prospect emailed me his valuation expectations before our meeting:

> Enterprise value: $X
> Add-backs: $X
> Multiple doesn't apply because of my projections

(ChatGPT may have helped with that.)

But once we started reviewing the financials together, almost every expense was labeled an add-back.

“That was travel for my family.”
“Those Amazon purchases were my wife.”
“That’s how much we spend at Costco every year.”

Technically, some of those are owner discretionary.

But in the real world, that will not fly.

Most serious buyers use SBA or bank financing.

Banks want clean tax returns and credible financials.

If the numbers do not correlate, the deal dies in underwriting.

So my advice to him was simple.

Start cleaning things up now.

> Report the business properly for the next 1–2 years.
> Create financials that make sense to a lender.
> Build a story a buyer and a bank will believe.

Because a technical valuation means nothing if the deal cannot close.

—

If you are planning to sell your business in the next 1–3 years, the time to get exit-ready is now.

Happy to walk through the process!

#businessbroker #sellmybusiness #mergersandacquisitions #businessconsulting

What if an exit didn’t mean retirement?




What if you could:

> Partially cash out and strengthen your retirement,
> Reinvest to create passive income,
> Retain equity and stay involved,
> Work significantly fewer hours.

What if you could finally deliver on those promises…

To your kids.
To your spouse.
To yourself.

Travel.

Be home for dinner.

Fish or golf midweek without guilt.

As Dave Matthews Band sings in Ants Marching:

“Take these chances
Place them in a box until a quieter time
Lights down, you up and die.”

Is that really what you want to do with your life’s chances?

You don’t have to sell 100%.
You don’t have to walk away.
You don’t have to wait.

Let’s get you EXIT ready.

On your terms.

I’m just a DM away.

#businessbroker #mergersandacquisitions #exitplanning

This new client made me nervous in our first meeting.






His breathing was erratic.

His voice trembled.

He had built a successful cybersecurity business,

And one of the dreaded 'D's' reared its ugly head:

Disease.

He didn't want to sell. He had to.

And right when he least expected: a customer concentration risk showed up.

--

I can't say this enough:

Exit planning does not mean you have to exit.

It just means you'll be ready.

Imagine he could have been on the lookout for concentration risk,

And had systems in place to mitigate them:

Sales refocusing,
New email marketing campaigns,
New industry specific products to attract them.

Remember: exit readiness makes you operationally stronger!

It's the best one stone for two birds you could ask for!

--

Interested?

Reach out via DM's.

#businessbroker #mergersandacquisitions #exitplanning

Couldn’t have said it best: 

Deal flow for PE firms generally means you get the short end of the stick as the SELLER.

He’s right: brokers bring competitiveness so that it’s harder for these buyers to stand out.

They end up paying more or losing deals.

Don’t go at it alone!

Helping Private Equity Firms & Family Offices Accelerate Off Market Deal Sourcing.

After 200+ conversations with PE firms the last couple months, I keep hearing the SAME frustration...

"We're tired of competing with 20 other buyers on every deal."

Here's why broker dependency is killing your deal flow.

Let's be honest. The traditional deal sourcing process is broken. You know the drill:

1. A broker calls with a deal.
2. You're one of 10-20 buyers in a crowded room.
3. The auction drives up the price.
4. You either overpay or walk away empty handed.

I spoke with a blue collar PE firm recently. They do great deals in the $2M-$8M EBITDA range (roads, concrete, bridges, fiber optics). Solid business. But every single deal comes through a broker.

That means:

• Competitive auctions
• Higher prices
• Zero negotiating leverage

What do these firms really want? Proprietary deal flow. Deals before they hit the market. Sellers who aren't talking to 20 other buyers.

The core problem? Most PE firms don't have a system to source off market deals. They're stuck in the broker cycle.

We built a marketing system that consistently generates 80+ qualified seller calls per month for one of our partners. This isn't cold calling; it's smart marketing spend that brings in business owners actively exploring a sale.

These aren't sellers on the market. They're not talking to brokers. They're responding to targeted ads and self educating through our process. By the time they schedule a call, they're already framed for a serious conversation.

The true way to break broker dependency and build your own deal flow machine is simple:

1. Build a system that reaches sellers *before* brokers do.
2. Use performance marketing (not outbound cold outreach).
3. Let sellers self educate and self schedule.
4. Engage them early in their decision process.

Deal flow is king. And the firms that control their own deal flow? They win.

Is your US visa expiring with no certainty on extensions?






Don’t wait for the “have to.”

If there’s even a small chance you may have to leave the country in the next 6–12 months, the time to prepare your exit is now.

I just spoke with a founder who built a preschool from scratch.
In just a few years, he and his wife doubled revenue and created real momentum.

> They’re at capacity,
> With a waitlist,
> Can’t keep up.

But his visa is expiring.

He’s close to his target valuation…just not quite there.

So he’s waiting.

And every month he waits, the risk grows:

> Immigration uncertainty
> Forced timing
> Buyers sensing urgency
> Reduced negotiating leverage.

—

The biggest valuation mistake I see isn’t pricing.

It’s timing.

Selling from strength feels optional.

Selling from pressure feels expensive.

If there’s even a remote possibility you may have to relocate, start the process now. You can always choose not to sell. You can’t always choose the timing later.

And if there’s a small gap between today’s value and your ideal number?

Trust me…within a year you won’t remember the difference.

You will remember whether you exited on your terms.

If this resonates, let’s talk.

#businessbroker #exitplanning #mergersandacquisitions #entrepreneurship

INEVITABILITY.





I read this word in a book today, and couldn't help but remember Mr. Smith in The Matrix (I love that movie).

And thought: what makes something inevitable?

Can you think of examples?

> If you work out every day, you will inevitably be stronger,
> If you eat clean, whole foods you will be healthier,
> Think better thoughts = attract better outcomes.

Also:

> Create systems for everything in your business,
> A communications plan where you're not needed,
> Respect your team's decisions to show trust.

And inevitably: you will reduce owner dependency.

As you also refine if your team is truly functional and adjust:

You will eventually have a fully functional team,

Which inevitably will mean: higher valuation.

--

If an exit is in your future,

Think of one thing that will make your desired exit INEVITABLE.

Act on it NOW.

And DM me if you need some ideas.


#businessconsultant #mergersandacquisitions #middlemarket #exitplanning

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Ricardo J. Solorzano

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