When founders start thinking about selling, they usually ask, “What’s my business
worth?” But the better question is, “Why would someone buy it?”
After years leading turnarounds and now advising entrepreneurs at ACT Capital
Advisors, I’ve seen how the best deals are built long before they hit the market. The
biggest variable isn’t valuation, it’s preparation.
A founder who knows their numbers but hasn’t addressed their burnout, delegation
gaps, or succession plans will struggle to attract quality buyers. Buyers aren’t just
buying revenue; they’re buying a transferable system and leadership continuity.
In my chat with Steven Monterroso on This Is M&A, we discuss the emotional and
strategic work founders need to do to make their businesses ready — not just for
sale, but for the next owner.
🎥 Watch the full episode here:
ThisIsMandA #ACTCapitalAdvisors #Leadership #ExitPlanning
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Juan Ortega
Managing Director, ACT Capital Advisors
Juan Ortega advises founders of lower-middle-market companies on confidential, competitive sale processes. Based in Miami, he combines deal execution and operating experience to help sellers maximize value and find the right strategic fit.
A former founder and operator, he led turnarounds and successful exits at HCOA Fitness and Orangetheory Fitness. Earlier, he worked at a multi-billion-dollar family office sourcing acquisitions across industries.
His expertise spans aviation services, industrials, and consumer services. Juan holds an MBA from Florida International University and a B.S. from Georgia Tech.
