2024.12.24 - Online Business Acquisition Opps

Merry merry Christmas peeps!

Its been a good Xmas eve as the stock market had a nice rally today! Although I still operate businesses ,at this point most of ‘wealth’ comes from the market. I actually have a private fund, that I may in the future open up, which uses a quantitative strategy to invest in software companies that are growing with quickly improving fundamentals. In addition to that I use a margin loan to fund my lead / call gen business which can spend millions of dollars a month on ads, but gets paid on 30-90 day terms.

So yea, it’s nice when the market has a strong day!

Today I’ve got 3 smaller deals.

1/ Marketing Video Agency | Home Improvement Niche - $55K SDE - 1.5X

2/ SaaS Trading Journal Tool | Online Trading Niche - $122K SDE - 3.7x

3/ Lead Gen SaaS | Form Builder & Analytics Tool - $63k SDE - 4.3x

So….

🔫 Gun to my head question:

If I had to write a check for one of the businesses in this email, with no other details which one would it be?

First of all, these are quite small businesses. If these were offline businesses, I wouldnt touch them, but online that’s a different story. While the offline businesses I have acquired were much larger, I find myself gravitating towards the smaller ones in the online world. I explain why in this post here.

The Marketing Video Agency is interesting and may have a solid foundation, but selling marketing services is tricky as the space is incredibly competitive (everyones a marketing pro these days) and customers chase shiny objects.

The SaaS trading journal also seems like a good business and could be good for someone that like the ‘trading’ niche, or recognizes value of the large market..

The Lead Gen SaaS Form Builder, sticks out to me as the one I’d want to own. The sellers have a dialed in customer acquisition cost and life time value. With established numbers for those metrics, it’s easy to model out the investment in advertising and long term returns. 

1/ Marketing Video Agency | Home Improvement Niche - $55K SDE - 1.5X

Overview:
This digital service business specializes in pay-per-lead and retainer-based marketing, focusing on the home improvement sector. Established as a video production company in 2019 and pivoting to marketing in 2021, the agency serves 10–15 monthly clients, including major franchise clients representing over 240 franchises across three brands. With a high profit margin of 68%, the business generates $6,800 in average monthly revenue and $4,640 in monthly profit.

Key strengths include a dedicated team that requires only five hours of weekly owner involvement, AI-driven call solutions, and a strong reputation that drives referrals. The business operates globally, leveraging Wise and Stripe for payments, allowing it to function as a non-Australian entity.

Corey's Take: This marketing agency has strong fundamentals, including excellent margins and a global talent pool, which provide scalability. However, the revenue seems low for a pay-per-lead model, especially given the presence of major franchise clients. This suggests either limited volume of leads or underpricing of services. Additionally, while its niche focus in home improvement is lucrative, the small client base could be a risk factor.

Expanding operations beyond Australia and leveraging the seller’s existing franchise relationships could unlock significant growth. Prospective buyers should evaluate lead volume, pricing strategy, and the scope of current contracts to assess whether the agency's pricing model matches its potential. It’s a strong acquisition for someone with expertise in scaling lead generation or franchise marketing campaigns.

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2/ SaaS Trading Journal Tool | Online Trading Niche - $122 SDE - 3.7x

Overview: This SaaS business is a trading journal tool helping thousands of users make better investment decisions. Established in 2016, the business has grown organically, integrating with 150+ brokers worldwide. With a high retention rate and minimal marketing efforts, it generates $140K in annual recurring revenue (ARR) with a 68% profit margin. The business operates on a lean tech stack and caters to both retail and professional traders globally.

Key strengths include its established reputation, loyal user base, and a wide broker integration network. The software has significant potential for growth with targeted marketing and deeper feature development. The seller reports minimal involvement, making it a highly automated business ready for scale.

Corey's Take: This SaaS appears to be at a fair valuation, given its age, profitability, and presence in a massive and growing market. Competitors like Tradervue likely achieve $10M+ ARR, underscoring the potential here for an ambitious buyer.

While I don’t personally resonate with the trading niche, this is a well-established business with significant upside for a buyer skilled in marketing and scaling SaaS products. The integration with 150+ brokers is a valuable asset, and further monetizing or expanding the platform's features could unlock even more growth.

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3/ Lead Gen SaaS | Form Builder & Analytics Tool - $63k SDE - 4.3x

Overview: This SaaS business combines a powerful lead generation form builder with advanced analytics to improve conversion rates and customer acquisition strategies. Established in 2018, the platform features multi-step forms, trusted form integration, conditional logic, and other high-level features designed for scalable lead generation. It serves both B2B and B2C clients, boasting 50% annual growth and strong retention metrics.

Key strengths include its integration with TrustedForm—a premium tool in high-level lead generation—and detailed reporting on customer lifetime value (CLTV) and customer acquisition cost (CAC). These metrics suggest the potential for significant scale through paid ads. However, its current low margins may reflect aggressive customer acquisition investments, with profits expected to materialize over time as CLTV is realized.

Corey's Take: Lead generation tools are a massive market, and this business has the foundation to scale. The availability of precise CLTV and CAC metrics is a strong signal that it’s optimized for paid ad campaigns, though an evaluation of current ad performance would be necessary. TrustedForm integration is a standout feature, signaling a high-quality product that appeals to advanced users in the lead gen space.

At 4.3x revenue, the valuation is on the higher side of fair, but it may be justified given the current growth trajectory and the long-term value of its customer base. If the margins are temporarily low due to customer acquisition efforts, this could be a strong buy for a marketing-savvy buyer looking to scale a SaaS in a lucrative niche.

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