Buying a $10M–$100M online business isn’t just about having capital. It’s about relationships, structure, leverage, and knowing how the game is really played behind closed doors.
In this episode, Jaryd Krause sits down with Emmet Kilduff, founder of The Fortia Group and former investment banker at Morgan Stanley, to unpack how serious online acquisitions actually get done in the $10M to $100M range.
After 25 years in M&A, Emmet pulls back the curtain on what separates institutional buyers from everyday acquirers, and why trying to “figure it out yourself” is one of the most expensive mistakes you can make.
You’ll learn:
- The 3-stage “Flirt, Date, Marry” framework elite dealmakers use to build acquisition relationships years before a deal closes
- Why the best buyers pitch sellers, and how to create a buyer deck that makes founders want you
- The real funding structures used by strategics, private equity, aggregators, and search funds
- What’s changed since the 2021 acquisition boom, and why 100% upfront deals are basically extinct
- The truth about earn-outs (and why most are designed for buyers, not sellers)
- Why recurring revenue businesses command premium multiples, and how valuation arbitrage actually works
- How to transition from operator to owner so you can think strategically and fund bigger moves
This is not theory. This is how real capital allocators think.
If you want to understand how serious acquirers finance deals, structure terms, protect downside, and build relationships that lead to eight- and nine-figure exits, this episode is your behind-the-scenes briefing.
If you’re planning to buy, sell, or scale an online business and want to understand how institutional-level M&A actually works, hit the “Play” button.
Episode Highlights
03:12 Why Even $10M Buyers Shouldn’t Go It Alone
05:08 The “Flirt, Date, Marry” Framework for Closing Bigger Deals
08:41 How Smart Buyers Pitch Sellers (And Win Trust Fast)
12:06 The Truth About Earn-Outs (And Why Sellers Should Be Careful)
18:47 The Three Types of Institutional Buyers in the $10M–$100M Range
23:55 Why Recurring Revenue Changes Everything in Valuation
28:36 The Strategic Conversations That Should Happen Before Price Is Discussed
35:44 From Operator to Owner: Making the Shift to Strategic Thinking
40:27 Building an Advisory Board That Actually Moves the Needle
Key Takeaways
➥ Buying a $10M–$100M online business is as much about relationships and strategy as it is about money.
➥ Use the “Flirt, Date, Marry” framework: build trust early, share information progressively, and finalize only when both sides are aligned.
➥ Strong buyers actively pitch sellers—your experience, vision, and team matter just as much as your capital.
➥ Typical deal structures include 60–80% upfront with the balance via earn-outs, equity rollover, or milestone-based deferred payments.
➥ Structuring earn-outs around revenue, not profit, reduces disputes and protects long-term relationships.
➥ Recurring revenue businesses (SaaS, subscriptions, memberships) command higher multiples and offer more predictable financing.
➥ Advisory panels and mentors accelerate decision-making, reduce risk, and boost credibility with sellers.
➥ Transitioning from operator to owner requires delegation, trust, and strategic focus over day-to-day management.
➥ Patience, preparation, and network-building are the hidden factors that make or break acquisition success.
About Emmet Kilduff
Emmet Kilduff is the Founder of The Fortia Group, an M&A advisory firm specializing in the sale of eCommerce brands and digital agencies. With a background at leading Wall Street investment banks including Morgan Stanley, Emmet brings institutional-level M&A, valuation, and deal-structuring expertise to small and mid-market online businesses.
Through Fortia, he has advised founders, buyers, and investors on acquisitions across the UK, US, and international markets, helping them navigate financing, positioning, and exits with professional rigor.
On this episode of the Buying Online Businesses Podcast, Emmet shares how sophisticated buyers think about funding acquisitions, structuring deals, and avoiding the common mistakes that derail first-time online business buyers.
Connect with Emmet Kilduff
➥ https://www.linkedin.com/in/emmettkilduff/
➥ https://thefortiagroup.com/
Resource Links
➥ Connect with Jaryd here - https://www.linkedin.com/in/jarydkrause
➥ Buying Online Businesses Website - https://buyingonlinebusinesses.com
➥ Download the Due Diligence Framework - https://buyingonlinebusinesses.com/freeresources/
➥ Sell your business to us here - https://buyingonlinebusinesses.com/sell-your-business/
➥ Google Ads Service - https://buyingonlinebusinesses.com/ads-services/
Buy & Sell Online Businesses Here (Top Website Brokers We Use) 🔥
➥ Empire Flippers - https://bit.ly/3RtyMkE
➥ Flippa - https://bit.ly/3wGa8r5
➥ Motion Invest - https://bit.ly/3YmJAmO
➥ Investors Club - https://bit.ly/3ZpgioR
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