In this episode of The Intentional Owner, co-hosts Sam Rosati and Kaustubh Deo welcome their first guest, Chase Murdock, CEO of the Decada Group. Chase reflects on his transition from high-growth, venture-backed startups to building a durable, decentralized holding company rooted in Salt Lake City. He shares how his early career in venture capital led to burnout and the realization that long-term fulfillment comes from building intentionally, not chasing exits.

The conversation dives into the formation of Decada, the value of partnerships, and how Chase and his partner, Adam, have shaped their portfolio by focusing on sustainability, operator autonomy, and local impact. Chase also details how Decada structures its companies, the evolution of their operating model, and what it truly means to be a steward of enduring businesses.

They discuss:

* Why Chase and Adam rejected the “arrival fallacy” in favor of a sustainable, long-term ownership model

* How their first business, Tailor Cooperative, became the foundation for a broader holding company vision

* The importance of partnerships and how complementary mindsets—not just skillsets—can strengthen resilience

* Why Decada decentralizes operations and empowers CEOs with budgetary and strategic autonomy

* How Chase is redefining success by aligning work, life, and family within his operating model

This episode is a must-listen for anyone building a portfolio with long-term vision and intentional design.

Links:

Chase on LinkedIn - https://www.linkedin.com/in/chasemurdock/

Decada Group - https://www.decada-group.com/

Kaustubh on Substack - https://bigdealsmallbusiness.substack.com/p/read-me-first

Sam on X - https://x.com/Sam_Rosati

Follow along with the guys' fitness tracker! - https://bit.ly/3T4EpHw

Topics:

(00:00:00) - Intro

(00:01:54) - Introducing Chase Murdock

(00:03:27) - The intention of Decada

(00:10:38) - Getting off the arrival fallacy treadmill

(00:17:41) - Building a great partnership

(00:23:56) - Personal missions

(00:29:59) - Strengths and weaknesses between partners

(00:33:39) - Building a “figure it out” attitude

(00:36:01) - The current state of Decada

(00:39:50) - Placing CEOs into businesses

(00:42:54) - Capitalization structures

(00:46:54) - Operating cadences

(00:53:13) - Arriving at the arrival fallacy point

In this episode of The Intentional Owner, Sam Rosati and Kaustubh Deo dive deep into two interconnected topics: the real tradeoffs of self-funded search versus traditional high-income careers, and tactical frameworks for evaluating industries and revenue quality in SMB acquisition. They open with a candid conversation about what draws people into ETA, weighing lifestyle freedom and long-term upside against the more predictable, but often relentless, trajectory of big law, PE, and IB. Then, they shift gears into practical diligence frameworks, sharing how they’ve each evaluated revenue quality, industry dynamics, and growth opportunities in their own businesses. From win rates and customer retention metrics to local market analysis and pricing strategy, this conversation is rich with hard-earned insights.

They discuss:

• Why expected returns in self-funded search may be lower than other high-income career paths
• How to measure and evaluate revenue quality using real customer data
• Frameworks for assessing industry attractiveness as a first-time searcher
• The role of local market dynamics, backlog trends, and customer segmentation in due diligence
• Common pitfalls in organic growth assumptions and the limits of TAM analysis

A tactical conversation for anyone considering ETA or looking to sharpen their diligence process.

Links:

Kaustubh on Substack - https://bigdealsmallbusiness.substack.com/p/read-me-first

Sam on X - https://x.com/Sam_Rosati

Follow along with the guys' fitness tracker! - https://bit.ly/3T4EpHw

Topics:

(00:00:00) - Intro

(00:00:48) - Catching up

(00:07:02) - The alternatives to Self-Funded Searches

(00:20:07) - The pitfalls of an industry-agnostic Search

(00:22:34) - Thoughts on Revenue quality

(00:31:46) - Key data points and gut checks to know if the business/industry is healthy

(00:36:52) - Developing organic growth

(00:42:10) - Discovering win-rates in Search

(00:45:35) - Closing questions!

In this episode of The Intentional Owner, Sam Rosati and Kaustubh Deo dive deep into the critical first 90 days following a business acquisition. Drawing from their own operating experience, they discuss tactical items like transition checklists and asset conversion, while also exploring the softer—but equally important—aspects of communication with employees and customers. They examine the nuances of announcing a deal, managing early team dynamics, and the risk of misaligned retention strategies. Along the way, they share candid reflections on the evolving identity of a business owner and the long road to earning trust and building cultural buy-in.

They discuss:

• Practical challenges and checklists for the first week of an asset deal transition

• Strategic communication approaches for customers and employees post-close

• Why retention bonuses can backfire and what to consider instead

• The long timeline and emotional complexity of "owning" a business culturally

• How to assess operator readiness in self-funded search deals

A valuable episode for anyone navigating the early stages of ownership or evaluating what it really means to lead a small business.

Links:

Kaustubh on Substack - https://bigdealsmallbusiness.substack.com/p/read-me-first

Sam on X - https://x.com/Sam_Rosati

Follow along with the guys' fitness tracker! - https://bit.ly/3T4EpHw

Topics:

(00:00:00) - Intro

(00:01:05) - Catching up

(00:06:26) - First 90 days post-acquisition

(00:16:03) - Communication with the team

(00:22:58) - Retention bonuses

(00:32:26) - The moment an acquirer feels like the business has become their own

(00:38:47) - Feeling like you’ve earned the team’s trust, such that you can make fundamental changes

(00:50:25) - Becoming better at assessing potential operators

In this episode of The Intentional Owner, Kaustubh Deo and Sam Rosati dive deep into the often-overlooked art of managing investors in self-funded search deals. From communication best practices to governance structures, Kaustubh and Sam explore the nuances that define healthy investor relationships. They share personal experiences, trade perspectives as both operators and investors, and offer candid commentary on what it really takes to build trust and discipline in capital partnerships. The conversation also touches on capital structuring, ownership dynamics, and how to thoughtfully balance investor involvement.

They also discuss:

* Common pitfalls searchers face when managing investor relationships

* The difference between defensive deal-making and thoughtful diligence

* How investor reporting impacts long-term cost of capital

* Trade-offs of working with active vs. passive investors and mini-funds

* Real-world insights on liquidity rights, put/call structures, and governance

A must-listen for searchers and owners seeking to build disciplined, long-term relationships with capital partners.

Links:

Kaustubh on Substack - https://bigdealsmallbusiness.substack.com/p/read-me-first

Sam on X - https://x.com/Sam_Rosati

Follow along with the guys' fitness tracker! - https://bit.ly/3T4EpHw

Topics:

(00:00:00) - Intro

(00:01:05) - Recapping the week

(00:16:00) - Kaustub’s investor set up

(00:20:32) - Passive vs. active investors

(00:30:41) - Liquidity rights

(00:39:19) - What is the “right” check size?

(00:43:06) - Sam’s investing style

(00:45:35) - Board philosophies

(00:48;19) - Types of People who can be useful to searchers as investors

(00:51:09) - Tactical tip of the week

Quick Update for the listeners! We're excited to announce that we will soon be bringing guests onto the show, as well as moving to a release cadence of every other week. See you next Thursday!

In this episode of The Intentional Owner, co-hosts Kaustubh Deo and Sam Rosati unpack what it looks like to build a fulfilling life around small business ownership without sacrificing long-term goals. Framed around personal goal setting, competing priorities, and everyday tradeoffs, the episode offers a candid look at how both hosts are trying to design lives that support sustainability—not just scale.

They share stories of recent chaos, from moving mishaps and work-life boundaries to surprise break-ins and activity trackers, all while reflecting on how much structure is enough to keep life moving forward without being overly rigid.

They also discuss:

• The tension between goal-setting and adaptability in both life and business

• How to balance ambition with long-term personal sustainability

• Frameworks like EOS and the Vision Traction Organizer for business planning

• The opportunity cost of hobbies and how personal priorities evolve with family

• Leveraging tools like KPI dashboards and Google Sheets for operational clarity

• The importance of community, fitness, and calendaring for intentional living

This episode is a thoughtful, unfiltered conversation for anyone navigating the overlap between business ownership, relationships, and building a meaningful life—one decision at a time.

Kaustubh on Substack - https://bigdealsmallbusiness.substack.com/p/read-me-first

Sam on X - https://x.com/Sam_Rosati

Topics:

(00:00:00) - Intro

(00:01:08) - Catching up

(00:14:39) - Setting meaningful goals

(00:20:34) - BHAGs

(00:22:47) - M&A Approaches

(00:26:53) - Goal setting at Blooma and at home

(00:33:48) - Maintaing friendships

(00:45:35) - Living with a long-distance SO

(00:48:50) - Priority tradeoffs

In this episode of The Intentional Owner, co-hosts Kaustubh Deo and Sam Rosati explore the concept of time prioritization and how small business owners can focus on non-urgent but important tasks to drive long-term success. They frame the conversation around the Eisenhower Matrix, examining how founders often get stuck in reactive decision-making and struggle to create space for deeper work.

Kaustubh shares specific examples from running Blooma Tree Experts, including how written scopes of work, real estate planning, and lead attribution have impacted operations. Sam and Kaustubh also dive into how to build organizational trust, encourage team accountability, and design business systems that reward consistent, strategic effort—rather than firefighting.

They also discuss:

• Why task repetition builds a strong accountability culture over time

• How new service lines like tree healthcare create stickier customer relationships

• The limits of capital and people in high-leverage small businesses

• Mental models for hiring, equipment investment, and lease decisions

• The role of consistency, presence, and humility in earning team respect

• How a fitness challenge turned into a real-time case study in incentive design

This episode blends tactical insight with personal reflection, offering a grounded look at how owners can lead intentionally—one week, one system, and one habit at a time.

Links:

Kaustubh on Substack - https://bigdealsmallbusiness.substack.com/p/read-me-first

Sam on X - https://x.com/Sam_Rosati

Topics:

(00:00:00) - Intro

(00:01:49) - The Eisenhower Matrix

(00:04:36) - Applying the EM to Blooma

(00:13:55) - Generating trust with teams

(00:21:03) - What investments do you want to make but lack people/capital? How are you going to solve that?

(00:27:08) - Kaustubh’s decision to pursue different revenue channels and non-linear growth

(00:36:52) - Updates on the fitness competition

In this episode of The Intentional Owner, co-hosts Kaustubh Deo and Sam Rosati unpack the concept of personal non-negotiables and what it takes to make business ownership sustainable over the long haul. What begins as a reflection on physical health quickly evolves into a broader conversation about habit formation, time prioritization, and the limits of willpower.

Kaustubh shares his recent experience becoming a certified arborist while leading Blooma Tree Experts. The two reflect on the difference between project-based discipline and long-term personal routines. Together, they explore a healthy operating rhythm for owners who want to stay in the game for years, not just quarters.

They also discuss:

• Why many business owners neglect their physical health despite having time

• The difference between startup energy and long-term operational sustainability

• How habit stacking and decision fatigue shape daily behavior

• Building accountability through competition and peer support

• Designing boundaries around work, family, and wellness

• How ownership allows for time control but requires discipline to use it well

This episode is a candid, tactical look at the intersection of personal growth and business responsibility, perfect for any owner working to align their health, habits, and leadership.

Links:

Kaustubh on Substack - https://bigdealsmallbusiness.substack.com/p/read-me-first

Sam on X - https://x.com/Sam_Rosati

Topics:

(00:00:00) - Intro

(00:01:12) - Catching up

(00:04:39) - Buying businesses where certification is required to operate them

(00:10:45) - Personal and Professional Non-Negotiables

(00:14:17) - Making physical fitness a priority

(00:29:50) - Creating a competition for fitness

(00:34:03) - Tactical Tips: What Sam and Kaustubh keep in their golf bags

In this episode of The Intentional Owner, co-hosts Kaustubh Deo and Sam Rosati respond to a powerful message from a fellow operator grappling with the emotional side of small business ownership—specifically the gap between success on paper and fulfillment in real life. What unfolds is one of their most candid conversations yet, tackling everything from burnout and routines to long-term sustainability in the seat.

They unpack how the day-to-day grind of ownership—especially in the first few years—can leave even thriving operators feeling disoriented or dissatisfied, and why this “arrival fallacy” is so common among searchers and first-time CEOs. Along the way, they explore what it really means to build a business that lasts 10 years, not just three, and how to create systems, habits, and expectations that make that possible.

Key themes include:

• How small business ownership reshapes identity, routines, and personal boundaries

• Why perfectionism and checklist obsession can quietly kill sustainability

• The mental toll of constant decision-making, unpredictability, and false urgency

• Redefining success beyond equity value and financial milestones

• Building in non-negotiables to protect relationships, health, and focus

• Why longevity requires both operational delegation and emotional endurance

If you’re deep in the operating seat—or about to step into it—this episode offers a deeply relatable, tactical conversation about what it actually takes to stay in the game long enough for ownership to be worth it.

Links:

Kaustubh on Substack - https://bigdealsmallbusiness.substack.com/p/read-me-first

Sam on X - https://x.com/Sam_Rosati

Topics:

(00:00:00) - Intro   (00:03:30) - Listener Email: The Reality of Business Ownership   (00:05:31) - Challenges of Small Business Ownership   (00:11:09) - Personal Routines and Business Demands   (00:19:19) - Financial Realities: The Long Road to Success   (00:23:43) - Setting Boundaries as a CEO   (00:26:42) - Balancing Family and Work Routines   (00:27:50) - Identity and Habit Formation   (00:29:36) - Negotiating Work and Personal Time   (00:30:30) - The Importance of Disconnecting   (00:32:12) - Weekend Work Strategies   (00:35:46) - Perfectionism vs. Effective Delegation   (00:39:52) - Setting Realistic Expectations   (00:43:13) - Measuring Success and Finding Balance   (00:48:39) - Concluding Thoughts and Reflections

In this episode of The Intentional Owner, co-hosts Kaustubh Deo and Sam Rosati dive into one of the most misunderstood yet critical concepts in small business ownership: Debt Service Coverage Ratio, or DSCR. Drawing from Kaustubh’s experience running Blooma Tree Services and Sam’s ongoing involvement with operators and investors across the ETA community, the discussion unpacks how DSCR directly affects an owner’s ability to invest, grow, and sleep at night.

They break down what DSCR really means—not just in theory, but in the everyday cash flow decisions operators face. Whether it's hiring a new team member, buying equipment, or weathering seasonal slowdowns, Kaustubh and Sam explain how even well-capitalized businesses can find themselves squeezed when the math on debt coverage gets too tight.

Other key insights include:

• How DSCR impacts hiring timelines, capex decisions, and strategic flexibility

• Real-world frameworks for understanding payroll, margins, and revenue mix

• The tradeoffs of financing with SBA debt and how to build in early breathing room

• Why many operators underestimate cash volatility even in profitable businesses

• Strategies for aligning long-term vision with the financial realities of leverage

This episode is a must-listen for anyone currently running a small business—or planning to buy one—who wants to avoid being blindsided by the very structure that made their acquisition possible. It’s a candid, tactical, and grounded conversation about what it really means to operate within financial constraints.

Links:

Kaustubh on Substack - https://bigdealsmallbusiness.substack.com/p/read-me-first

Sam on X - https://x.com/Sam_Rosati

Topics:

(00:00:00) - Intro

(00:01:05) - Tax day For SMB and ETA folks

(00:04:42) - Podcast origins

(00:07:26) - Is SMB just micro-PE?

(00:09:38) - What Searchers are hoping to get out of ETA and SMB

(00:18:08) - The growing interest of PE in tree-care

(00:26:04) - Kaustub’s intentions with Blooma

(00:32:49) - DSCR issues in SMB

(00:42:28) - Staying involved in the search community post-acquisition

(00:46:06) - Investing in Searchers