The Funnel, Ep. 9: Where Do You Find Your Buyer?

Once founders understand the sale process, attention naturally turns to buyers. Many assume finding the right buyer will be difficult or unpredictable. In this episode of The Funnel, Kirk explains why that’s rarely the case when a business is prepared properly. He breaks down how buyers are identified, the tools advisors use, and the types of buyers founders should understand before going to market. Watch the video below to learn how buyer sourcing really works.

In this episode of The Funnel, M&A advisor Kirk Michie explains where buyers for private businesses come from and how founders should think about sourcing them. Many owners assume finding a buyer is the most difficult part of selling, but Kirk emphasizes that buyers are generally findable when the business is properly prepared.

He outlines two primary buyer categories: strategic buyers and financial buyers. Strategic buyers are operating companies already in or adjacent to the seller’s industry, often growing through acquisition. Financial buyers are typically private equity firms, not venture capital firms, which focus on early-stage investments. Kirk also discusses other buyer types, including search funds and independent sponsors, and explains how they participate in transactions.

The episode highlights how advisors use specialized databases, market knowledge, and outreach strategies to identify appropriate buyers and contact the right decision-makers. Kirk cautions founders against approaching buyers too early or out of order, stressing the importance of working through valuation, readiness, and process first.

This episode provides practical insight into how to find buyers for a business, strategic vs financial buyers, and buyer sourcing in M&A, helping founders understand that the right buyer is rarely out of reach.