Build to Sell: Why Your Exit Strategy Starts on Day One

In the second episode of Vending Connection’s YouTube series on Mergers & Acquisitions, industry expert Orrin Huebner joins Neil Swindale to discuss a topic many operators neglect: the exit strategy. Whether an operator is one week or one decade into their business, approaching the company with a long-term plan to sell can significantly elevate both short-term performance and eventual valuation.

Check out episode one if you missed it: Why You Need an Expert for Mergers & Acquisitions

Open for Business and Ready to Sell

Orrin shared one of his favorite comparisons:

“When you’re selling a house, you paint the walls, fix the cracks, and make it look its best — but why didn’t you do that while living in it?”

It’s the same with your business. Failing to do so, he warns, is the equivalent of placing a “Not-for-Profit” sign beneath the business name — a signal that value creation is not the priority.

Avoiding Rookie Mistakes

In the early stages, it’s tempting to say yes to every opportunity, even bad ones. Orrin recalled a Boston operator who accepted a high-commission account without running the numbers. End result? Losing money monthly on their first machine.

The lesson is simple: pause, run a proforma, and ask yourself, “Is this good business?”

Build discipline early by walking away from unprofitable deals and always knowing your numbers.

COGS, Markup, and Monthly Monitoring

One of the biggest levers in creating a valuable, salable business? Mastering your Cost of Goods Sold (COGS).

Orrin pointed to a critical benchmark: COGS should be 50% or less.

Too many operators run at 60–65% and confuse markup with margin. This is a costly mistake. Add in fluctuating tariffs, supplier increases, and outdated pricing, and the margins disappear.

With the right tech and strong client relationships, you can adjust pricing smoothly, even remotely.

Processes Make You Profitable

If everything lives in your head or gets passed along through tribal knowledge, buyers will see a risk—not an opportunity.

Orrin emphasized the importance of clear, updated Standard Operating Procedures (SOPs) across all areas: delivery, inventory, training, and client service.

“If your process doc is 10 years old, it’s either useless — or you haven’t improved in a decade.”

Processes increase efficiency and multiply your valuation.

People Make the Exit Possible

The strength of your team is one of the most critical factors in a successful sale.

Buyers want confidence that the business can thrive without you. That only happens if:

• Your people are aligned with your vision
• The team is trained, empowered, and rowing in the same direction
• You’ve created a culture where processes can be challenged and improved

Check your ego. Build a business that runs with or without you.

Don’t Ignore Your Digital Presence

A strong website and SEO strategy don’t just help win customers now — they can increase your exit value.

Neil emphasized the importance of digital presence: “A fresh, high-ranking site makes buyers think you’re gearing up for growth — and sometimes, that’s enough to get you acquired.”

Yes, buyers will Google you before they call you.

Keep Your Foot on the Gas

Thinking about selling? Here’s what not to do: slow down.

Keep reinvesting. Keep upgrading. Keep leading.

“The moment you ease off the gas,” Orrin said, “competitors and employees notice. So does your valuation.”

Final Takeaway: You Must Build to Sell

Whether you’re in year one or year thirty, in vending, coffee, or micro markets, you need to achieve these things:

• Maximize margins
• Tightening processes
• Invest in your people
• Use technology wisely
• Keep your foot firmly on the gas

Until episode three — stay focused, stay intentional, and keep building smart.

 Want to be ready to sell when the time is right? Subscribe to Vending Connection so you never miss one of Orrin’s M&A articles.

Orrin Huebner is the CEO of Orrin Huebner LLC. After many years of being an owner/operator, he now consults and is an intermediary to the industry. His experience as a very successful operator and then leading OCS for a Canteen provides great value.