Ep#89: Why Most Founders Wait Too Long to Think Like a Buyer - Aaron Alpeter

Most founders treat exit readiness as a phase you enter later, something a banker packages once the numbers are big enough to matter. Aaron Alpeter, founder and CEO of Izba Group, has helped founders realize more than $2.5B in exits, and he thinks that timeline is backwards. Buyers are grading the decisions you make at month six, from who makes your product and how it ships to whether the company still works when you step away.For a first-time founder, that reframe takes pressure off, because you don't need a banker yet. You need to know what a buyer would actually pay for, then stop making choices that quietly discount it. Aaron breaks down the three things every acquirer looks for, why an earnout is a signal of distrust, and why some of the leanest AI-run brands are close to unacquirable.Episode outlineFrom Unilever to Hubble, The Flex Company and Lululemon Studio: how years inside scaling brands shaped Aaron's lens on operations.What buyers are really buying: profitability, a unique capability, and room left to grow, plus why the D2C-to-retail sequence matters.Earnouts, ego, and why smart companies bring in new leadership 18 months before a sale.The agentic trap: why tiny AI-run brands with big revenue scare off strategic buyers.M&A as R&D: what Hero Cosmetics, Poppi and LesserEvil tell you about who gets bought.The 2026 reshuffle: megadeals, boomer succession, and exits that stop short of a full sale.Listen: Apple || Spotify || YouTubeAaron Alpeter - https://www.linkedin.com/in/aaron-alpeter/Aaron Alpeter is the founder and CEO of Izba Group, where he helps CPG brands start, scale, and exit through a portfolio of companies spanning sourcing, fulfillment, and M&A prep. He's guided over $2.5B in realized exits and currently advises brands and investors representing $3B in client enterprise value.Andy WalshThree-time founder with two exits who bootstrapped to $10M ARR, now host of Startups Decoded (top 2%, 850k+ downloads) and advising founders on growth through consulting and his podcast.https://www.linkedin.com/in/anwalsh/Access All Areas.Listen: Apple || Spotify || YouTubeSubscribe: SubstackConnect: LinkedInWeb: startupsdecoded.com Socials: TikTok || Instagram || XMusic Credit.“Neptuno” – Phondupe (Album: Onykia) https://phondupe.bandcamp.com/album/air-conditioning-vol-2Disclaimer.The views and opinions shared on Startups Decoded are for informational purposes only and do not constitute investment or legal advice. Always consult a qualified professional before making any financial or legal decisions.