Service 04 of 08
Agency & Asset Sales — M&A Advisory
Sell your agency or digital asset for what it is actually worth.
Overview
Selling a Digital Business Is a Skill in Itself
Most agency owners and digital asset holders undervalue what they have built. They approach a sale without preparation, without the right buyers in the room, and without a commercial narrative that justifies a premium. The result is a transaction that either falls through or completes at a fraction of the true value.
Sam Allcock has been through the process himself — twice. He founded Custard, an SEO agency with a 50-person team and a million-pound turnover, and sold it successfully in 2018. He then built PR Fire into one of the UK’s most recognised digital PR platforms before completing a second successful exit in 2024. Sam now advises founders, owners and investors on how to prepare, market and execute the sale of digital agencies and digital assets at the right price.
Preparation
Why Preparation Is Everything
The difference between a good exit and a great exit almost always comes down to preparation. Buyers pay premiums for businesses and assets that are well documented, clearly positioned and commercially coherent. They discount heavily for complexity, dependency on the founder, unclear financials or a muddled value proposition.
Sam works with clients 3 to 12 months ahead of a planned sale — helping them clean up their commercial story, reduce key-person risk, sharpen their client base, and build the documentation that sophisticated buyers expect. This preparation phase alone typically adds significant value to the final transaction.
Process
The Advisory Process
Once you are ready to go to market, Sam manages the process end to end. He prepares the information memorandum and sales pack, identifies and approaches potential buyers from his network, manages the initial conversations and negotiations, and supports you through due diligence and to legal completion. His network spans strategic acquirers, private equity, digital holding companies and individual investors actively looking for acquisitions in the digital sector.
Fee Structure
Success-Based Alignment
Sam’s fee structure is aligned with your outcome. A monthly retainer covers the advisory and preparation work. The success fee — charged only on completion — ensures that Sam’s interests are directly aligned with achieving the best possible price for your business. No sale means no success fee. This structure means Sam only earns his full fee when you do.
Deliverables
What's Included
- Business valuation and positioning for sale
- Information memorandum and sales pack preparation
- Buyer identification and approach from Sam's network
- Deal negotiation and term sheet review
- Vendor due diligence support through to close
- Post-sale transition planning
- Ongoing advisory during the process
Investment
Monthly Retainer
£2000/ month
Credited against success fee
Success Fee
[5%] of transaction value
Payable on completion only
Typical Timeline
3–9 months
From instruction to close
Ready to get started?
Book a confidential discovery call to discuss your exit goals.