Business Exit Trajectory Framework | The Business Growth Factor

01 — Shared Purpose

Help owners "Ready, Aim, Fire" their exit trajectory

The program isn't just content — it's a tool that pulls back the bolt and points the owner in the right direction so when they're done, they accelerate down the right path rather than bushwhacking it on their own.

Dual purpose: revenue generator and lead garden — germinating prospects who'll later engage one of us for deeper consulting, financial work, or brokerage.

Audience: business owners in Canada and the US. Keep the core program general; consider a Canadian tag-on module for LCGE / tax specifics.

02 — The Pillars

Five buckets a business needs to be sale-ready

Rob's framing from the call. Systems & operations tie everything together; each pillar has a primary owner and may pull in additional collaborators over time.

01

Systems & Operations

Lyndon (primary)

Codify the operational intelligence. Make the owner redundant. Process maturity, tech stack, role charters.

02

Financials & Tax

Josh — primary

EBITDA levers, clean financials, tax considerations, Canadian LCGE module as add-on.

03

Valuation & Exit Runway

Rob — primary

What the runway looks like. Process expectations. "Be prepared for these five things." Baseline valuation.

04

Human Capital & Culture

Rob & Donnie

People doing what they say. Avoid the culture/operations drift. Leadership and team alignment.

05

Sales & Marketing

Open — partner TBD

Placeholder pillar. Open to bringing in a sales/marketing collaborator when timing's right.

03 — The On-Ramp

Lyndon's Insights Assessment as the front door BETA

Built and live in beta. Nine-section diagnostic that produces a written report with section scoring, a maturity roadmap, and an enterprise-value range (e.g., $500K → $2.6M scenarios). Serves as the entry point that surfaces which pillars need work — and which of us a prospect should engage next.

1Company Profile

2Founder / Leader Profile

3Strategic Direction & Alignment

4Company Purpose & Culture

5People & Structure

6Tech Stack & Tools

7Process Maturity & Workflows

8Financial Visibility & Planning

9Final Questions & Reflection

Try it yourself Around 30 minutes with synthetic data. Real clients should plan for 45 to 90 minutes end-to-end. Flag any sections you'd cut, add, or rephrase.

Open Insights Assessment →

Rob & Donnie's GoHighLevel quiz can feed in anything worth pulling forward — no need to reinvent the wheel.

04 — The Workflow

How an owner moves through the system

From first touch to sale-ready exit. The Insights Assessment is the front door; the diagnostic report routes the owner into the program, specialist consulting, or both — drawing on whichever pillars the gap analysis surfaces.

Lyndon Josh Rob (& Donnie) Open / TBD Ready · Aim · Fire

Inside the Program — what each contributor brings

Zooming into the Program box from the workflow above. These are the modules each of us builds for the recorded program — and that would anchor any live workshop or chamber tour.

LYNDON MODULE 01

Codify the Operational Intelligence

Capture how the business actually runs (tacit, in-the-founder's-head knowledge) and turn it into documented playbooks
Make the owner redundant in the day-to-day
Process maturity baseline plus role charters and org clarity
Tech stack rationalization for an acquirer's diligence

The Insights Assessment serves as the diagnostic on-ramp for this module, and the rest.

JOSH MODULE 02

Financial Readiness

Cleaning up the books — what buyers and bankers actually look at
EBITDA levers: which ones are worth pulling, which to leave alone
Owner-comp normalization, add-backs, and presentation
Tax considerations + Canadian LCGE tag-on module

ROB MODULE 03

The Exit Runway

What the sale process actually looks like end-to-end (timeline + key milestones)
"Be prepared for these things" — the common surprises owners hit
Baseline valuation: what your business is actually worth and why
Reference reading: Jim Nairn's framework

ROB + DONNIE MODULE 04

Leadership & Culture

Building a leadership team the business can run on without the owner
Culture as enterprise value — buyers pay more for healthy teams
Closing the say-do gap (Donnie's lens from his Action Coach background)
Avoiding the people-vs-process drift

TBD PARTNER MODULE 05

Sales & Marketing Readiness

Placeholder — partner to be brought in once the core framework is shaped
Likely scope: brand & positioning, pipeline maturity, customer concentration risk
How marketable revenue translates into a higher multiple

Each contributor's specialist consulting (the second box in the workflow above) picks up where their program module leaves off — deeper, customized work for owners who want hands-on help getting their pillar sale-ready.

05 — Format & Delivery

How we package and deliver it

Three formats — not mutually exclusive. Build the asset library once, then deliver through whichever channel produces leads efficiently.

Josh's default

Recorded video series + workbooks

Evergreen library. Self-paced. The foundation everything else leans on.

Rob's add

Live workshop (in-person or virtual)

Full-day intensive with real owners. Record live, refine the material based on what landed.

Rinse & repeat

Chamber tour / advisor partnerships

Plug-and-play half-day for chambers, banks, advisors. Lyndon has Mark's 200+ Alberta chamber list.

	Recorded Series	Live Workshop	Chamber Tour
Shape	5 modules, self-paced library	Full-day intensive, end-to-end	Half-day plug-and-play session
Hosting	Online member portal, gated	In-person or Zoom / Meet	Chamber, bank, or advisor venue
Who runs it	Each contributor records own module	All three present; Josh travels in	1–3 of us on-site, rotated by region
Best use	Core revenue product + lead garden	Test & refine before final recording	Demand-gen + feeder into program
Revenue model	One-time or tiered pricing	Per-seat ticket + downstream leads	Sponsorship or per-seat + leads
Audience source	Insights Assessment + chamber leave-behind	Direct invite + partner promotion	Chamber list + banker / advisor referral
Build effort	High up-front, near-zero ongoing	Medium per event	Low once core materials exist

Suggested Build Sequence

Draft the recorded content. Each contributor records a rough cut of their module (Section 04 above).
Run a pilot live workshop. Use it to test material with real owners and capture better footage on the day.
Finalize the recorded program. Polish based on what landed (and what didn't) in the workshop.
Launch the chamber tour. Workshops are the lead magnet; the recorded program is the takeaway.
Keep workshops cycling. Periodic events keep the material sharp and source new leads into the program.

Open decisions on length, pricing, and audience depth live in Section 07 below.

06 — Commercial Model

Low-investment build, dual-purpose payoff

Posture: Not a blockbuster program. Should at least cover the effort that goes into it — then act as a lead garden funneling owners into downstream engagements with each of us.

Pricing decided after scope is clear.
Geographically agnostic — all three of us can serve cross-border.
Rob is comfortable taking US clients despite jurisdictional fuzziness.
Optional adjacency: a "SWAT team" service for owners in dire straits (Lyndon's idea) — clean up financials/marketing/ops, get sellable, broker. Park for now.

07 — Open Questions

What we need to decide together

How deep / granular does the training go? (general audience vs. industry-specific)
Total program length — 3 one-hour videos? Multi-day workshop? Both?
Canada-only with US tag-on, or US-primary with Canada tag-on?
Do we bring a sales / marketing collaborator in now, or fill that pillar later?
If chamber tour: which Alberta chambers do we pilot first? Who has the in?
Pricing model — one-time, tiered, or workshop-attached?

08 — Action Items Before Next Call

What each of us is doing

Set up a shared mind-mapping board (Miro recommended — free tier is enough). Send the link.

Josh

Run the Insights Assessment with synthetic data. Flag any sections you'd cut, add, or rephrase before our next call. insights.expansiveedge.com →

Josh + Rob

Map each owner's portion onto the shared board — what content/modules each of us would contribute to the program.

All

Review each other's contributions before the next call — flag gaps, propose integrations.

All

Next meeting goal: walk through the combined board, agree on a framework, leave with a v1 execution plan.

All

Rob's flag: a deal is closing May 31. If it tightens his week, we push the next session to early June.