The Liquid Lunch Project

Think owning a bar is just pouring drinks and counting cash? Think again.

Bar owner and coach Chris Schneider breaks down what really makes a bar work…and why a packed room can still leave you broke on Monday.

Chris joins Matthew R. Meehan and Luigi Rosabianca to talk pricing, staff, food, location, profit, and the small costs that can quietly wipe out your margin. He also explains why gut instinct is not enough, why simple drinks often win, and why your parking lot may matter more than your cocktail list.

🍸 What you'll hear in this episode:

• Why bar owners need to follow the numbers

• How bad staff culture kills retention

• Why a flashy location can hurt your profit

• Why beer and well drinks still drive sales

• How food keeps customers spending longer

• What bar owners miss about insurance costs

• Why happy hour laws change by state

• How one small personal detail can build customer loyalty

• Why a busy bar can still lose money

• What every small business can learn from hospitality

Ready to see what your favorite bar is really dealing with?

Listen now, then send this episode to the friend who keeps saying, "We should open a bar."

👤 Connect with Chris!

Chris Schneider is the founder of The Bar Business Coach and a former bar owner. He helps independent bars and restaurants improve pricing, systems, menus, staff performance, and profit.

• Instagram: https://www.instagram.com/barbusinesscoach/

• LinkedIn: https://www.linkedin.com/in/chris-schneider-74732021/

• YouTube: https://www.youtube.com/channel/UCsyvnkceZSVsRMTJdnB4SuQ

🔗 Links + Resources Mentioned

• How to Make Top Shelf Profits in the Bar Business: https://www.amazon.com/dp/B0C5C6LBK5?lv=shuf&channelId=500&plpRedirect=mhFallback

• Menus That Sell: https://www.amazon.com/dp/B0GHRH2LKM?lv=shuf&channelId=500&plpRedirect=mhFallback

Subscribe so you don't miss future conversations on business growth, funding, strategy, and the stuff most people don't explain clearly.

If this episode helped, a quick rating or review goes a long way. It helps the show reach more business owners who actually care about getting this right.

Available on all major podcast and video platforms:

• Official site: https://theliquidlunchproject.com • Apple Podcasts: https://podcasts.apple.com/us/podcast/the-liquid-lunch-project/ • Spotify: https://open.spotify.com/show/12HPEDMmsbfsp8tHt5LiZJ • Audible: https://shorturl.at/6j4vz• YouTube (full episodes + clips): https://www.youtube.com/@Credit_Banc

Every Friday, we publish The Weekly. A fast, smart rundown of what actually matters in finance, tech, small business, and the economy…without the noise.

Subscribe here: 👉 https://theweeklyfromshieldadvisory.substack.com/

If today's conversation raised questions about capital, cash flow, or financing options, you can schedule a conversation with our sponsor, Credit Banc.

Credit Banc helps business owners make sense of their options and move forward with a clear plan, without pressure or guesswork.

👉 Book a free 15-minute call here: https://tinyurl.com/3dh9vy86

Follow along for behind-the-scenes clips, commentary, and things that don't make it into the episode.

• Matt Meehan: https://www.instagram.com/matthew.r.meehan • Luigi Rosabianca: https://www.instagram.com/luigi_rosabianca • The Liquid Lunch Project: https://www.instagram.com/theliquidlunchproject/

Know a business owner who would appreciate this conversation? Send them the episode. That's how this show grows.

Most sales problems start when the seller won't stop talking.

Mark Roberge (HubSpot's founding CRO, Harvard Business School lecturer, and co-founder of Stage 2 Capital) joins Matt and Luigi to challenge the loudest myths in sales and startup growth. His take is simple: great selling is not about pressure, slick pitches, or talking someone into a bad deal.

It's about asking better questions, finding the real problem, and knowing when to walk away.

The conversation also tackles a mistake that kills promising companies: scaling before customers are getting real value. Mark breaks down why rising revenue can fool founders, how to test product-market fit, and what must be true before a business earns the right to grow faster.

🍸 What you'll hear in this episode:

• Why sales is about discovery, not persuasion

• The questions that expose what a buyer really needs

• How to reframe a bad decision without sounding like a jerk

• Where ethical selling ends and buyer responsibility begins

• Why cold calls still work better than people claim

• The tradeoff between outreach volume and personalization

• Why small dinners and face-to-face meetings are making a comeback

• The danger of using revenue as your only scoreboard

• Product-market fit, go-to-market fit, and building a durable moat

• Why scaling too early can wreck a good company

• The HubSpot negotiation move involving a handful of M&M's

• Why Mark is donating the proceeds from The Science of Scaling to McLean Hospital

💡 Notable takeaway:

"Selling is about buying. It's about helping the buyer buy and solve their problems."

👤 About our guest:

Mark Roberge helped grow HubSpot from zero revenue to IPO as its founding Chief Revenue Officer. He now teaches at Harvard Business School, leads Stage 2 Capital, and created The Science of Scaling, an evidence-based framework for growing companies without outrunning customer value.

🎧 Why listen? Because this episode will help you sell smarter, spot bad growth early, and avoid scaling your business before it's ready.

🔗 Links + Stuff Mentioned

• Sales Acceleration Formula: https://www.amazon.com/Sales-Acceleration-Formula-Technology-Companies/dp/1119047072

• Stage 2 Capital: https://www.stage2.capital/

• Winning by Design Frameworks: https://winningbydesign.com

• Force Management MEDIC Framework: https://forcemanagement.com

• Connect on LinkedIn: https://www.linkedin.com/in/markroberge/

• Follow on YouTube: https://www.youtube.com/@ScienceofScaling

Subscribe so you don't miss future conversations on business growth, funding, strategy, and the stuff most people don't explain clearly.

If this episode helped, a quick rating or review goes a long way. It helps the show reach more business owners who actually care about getting this right.

Available on all major podcast and video platforms:

• Official site: https://theliquidlunchproject.com • Apple Podcasts: https://podcasts.apple.com/us/podcast/the-liquid-lunch-project/ • Spotify: https://open.spotify.com/show/12HPEDMmsbfsp8tHt5LiZJ • Audible: https://shorturl.at/6j4vz• YouTube (full episodes + clips): https://www.youtube.com/@Credit_Banc

Every Friday, we publish The Weekly. A fast, smart rundown of what actually matters in finance, tech, small business, and the economy…without the noise.

Subscribe here: 👉 https://theweeklyfromshieldadvisory.substack.com/

If today's conversation raised questions about capital, cash flow, or financing options, you can schedule a conversation with our sponsor, Credit Banc.

Credit Banc helps business owners make sense of their options and move forward with a clear plan, without pressure or guesswork.

👉 Book a free 15-minute call here: https://tinyurl.com/3dh9vy86

Follow along for behind-the-scenes clips, commentary, and things that don't make it into the episode.

• Matt Meehan: https://www.instagram.com/matthew.r.meehan • Luigi Rosabianca: https://www.instagram.com/luigi_rosabianca • The Liquid Lunch Project: https://www.instagram.com/theliquidlunchproject/

Know a business owner who would appreciate this conversation? Send them the episode. That's how this show grows.

Can blockchain do more than make rich people argue on the internet?

In this episode of The Liquid Lunch Project, Matt and Luigi sit down with Erai Beckmann, founder of Peace Through Trade, to talk about a much bigger use case for blockchain, AI, and cryptocurrency: global trade that creates trust, financial access, and maybe even less fighting between humans. Wild concept, apparently.

Erai breaks down why trade has historically been one of the strongest tools for reducing conflict, how blockchain can open doors for people left out of traditional finance, and why Peace Through Trade is building a legal, sustainable Layer-1 Proof-of-Work blockchain with real-world use in mind.

The conversation covers regulation, energy use, stablecoins, government trust, environmental impact, and the giant gap between hype coins and technology built to last.

🍸 What you'll hear in this episode:

• Why trade can reduce conflict better than speeches

• How blockchain could expand global finance

• Why crypto needs rules before it grows up

• The problem with pump-and-dump coin culture

• How Peace Through Trade uses less energy than Bitcoin

• Why sustainability also makes business sense

• What stablecoins can do for global commerce

• Why governments need trust before they back blockchain

• How small businesses could benefit from better financial tools

• Why financial access matters for peace, trade, and growth

💡 Notable Takeaway:

"Our goal was to build something legally and also something that was good for the environment in the realm of blockchain and AI."

👤 About our Guest:

Erai Beckmann is the founder of Peace Through Trade, a blockchain and AI ecosystem focused on global trade, sustainability, and financial access. The project is building a Layer-1 Proof-of-Work blockchain, utility coin, wallet, stablecoins, and marketplace tools designed for real-world use.

🎧 Why Listen:

Listen to this episode if you want a clearer take on where blockchain may be headed after the hype…and why trade, trust, regulation, and access may matter more than the next coin everyone is screaming about.

🔗 Links + Stuff

• Peace Through Trade: https://peaceretrade.com

• LinkedIn: https://www.linkedin.com/company/peacethroughtrade/

• Instagram: https://www.instagram.com/peacethroughtrade

• Facebook: https://www.facebook.com/profile.php?id=61575979239479

• X: https://x.com/PTT_Blockchain

Subscribe so you don't miss future conversations on business growth, funding, strategy, and the stuff most people don't explain clearly.

If this episode helped, a quick rating or review goes a long way. It helps the show reach more business owners who actually care about getting this right.

Available on all major podcast and video platforms:

• Official site: https://theliquidlunchproject.com • Apple Podcasts: https://podcasts.apple.com/us/podcast/the-liquid-lunch-project/ • Spotify: https://open.spotify.com/show/12HPEDMmsbfsp8tHt5LiZJ • Audible: https://shorturl.at/6j4vz• YouTube (full episodes + clips): https://www.youtube.com/@Credit_Banc

Every Friday, we publish The Weekly. A fast, smart rundown of what actually matters in finance, tech, small business, and the economy…without the noise.

Subscribe here: 👉 https://theweeklyfromshieldadvisory.substack.com/

If today's conversation raised questions about capital, cash flow, or financing options, you can schedule a conversation with our sponsor, Credit Banc.

Credit Banc helps business owners make sense of their options and move forward with a clear plan, without pressure or guesswork.

👉 Book a free 15-minute call here: https://tinyurl.com/3dh9vy86

Follow along for behind-the-scenes clips, commentary, and things that don't make it into the episode.

• Matt Meehan: https://www.instagram.com/matthew.r.meehan • Luigi Rosabianca: https://www.instagram.com/luigi_rosabianca • The Liquid Lunch Project: https://www.instagram.com/theliquidlunchproject/

Know a business owner who would appreciate this conversation? Send them the episode. That's how this show grows.

Your business can be busy and still be stuck.

Revenue may be coming in. The team may be working hard. The founder may be carrying the whole thing on their back. But if margins are getting tighter, communication is breaking down, decisions are bottlenecked, and nobody really owns revenue… that business is not scaling.

It's surviving.

In this episode of Built to Scale, Matt sits down with Autumn McFarland, a fractional COO who helps founder-led and growth-stage companies get unstuck, rebuild operational clarity, and create the foundation they need to grow without chaos running the show.

Autumn breaks down the four triggers she looks for when a business is stuck: founder burnout, siloed departments, product and customer misalignment, and unclear revenue ownership. She also explains why many founders misdiagnose revenue problems as sales problems, when the real issue is often deeper inside the business.

Matt and Autumn dig into what happens when a company outgrows the systems that got it started, why asking for help is not weakness, and how a fractional COO can come in without ego, identify the real problems, and help a business breathe again.

In this episode, Matt and Autumn talk about:

• Founder burnout and why it shows up before the business breaks

• How siloed departments quietly kill momentum

• Why customer feedback matters more than internal assumptions

• Who should actually own revenue inside the company

• The difference between a sales problem and an operations problem

• Why slow leaks in the business can become expensive fast

• What a fractional COO actually does

• How the right operator can help founders get out of the weeds

• Why asking for help is a superpower

• How operational structure can make a business more scalable and transferable

If your company is growing but still feels messy, reactive, or too dependent on the founder, this episode is worth your time.

About Autumn McFarland

Autumn McFarland is a fractional COO who works with founder-led and growth-stage companies to improve operations, strengthen teams, identify bottlenecks, and build the foundation needed for sustainable growth.

She helps business owners get clear on what is actually holding the company back, align the team around real priorities, and create systems that support the next stage of growth.

Connect with Autumn:

Facebook: https://www.facebook.com/AutumnRoseMcFarland Instagram: https://www.instagram.com/autumnmcfarland/ LinkedIn: https://www.linkedin.com/in/autumnmcfarland/ Substack: https://substack.com/@autumnrosemcfarland

Need capital before growth turns into another bottleneck?

If your business is growing but still feels stuck, the answer is not always "throw more money at it." The right capital strategy should support the right growth plan.

Matt and the Credit Banc team help business owners explore financing options for working capital, acquisitions, equipment, expansion, and growth opportunities before they are stuck scrambling at the last minute.

Learn more here: https://tinyurl.com/3dh9vy86

About Built to Scale

Built to Scale is a podcast segment from The Liquid Lunch Project, hosted by Matt, built for entrepreneurs, founders, and business owners who want to grow smarter, tighten operations, improve profitability, and build companies that can scale without chaos running the show.

That "great deal" on equipment financing might be eating your lunch.

In this episode of The Liquid Lunch Project, Matt and Luigi sit down with Rob Misheloff of Smarter Finance USA to talk about the stuff most lenders do not explain clearly: equipment financing, lease terms, credit scores, hidden fees, auction purchases, and why small business owners need to read the fine print before signing anything with a payment attached.

Rob breaks down how equipment financing really works, why the market has gotten tighter, and what business owners should watch for when buying trucks, machinery, med spa equipment, construction gear, and other big-ticket tools of the trade.

🍸 What you'll hear in this episode:

• Why equipment financing is not the same as a regular loan.

• How "simple rate" can make a deal look cheaper than it really is.

• Why banks and lenders have gotten pickier after COVID.

• What credit score usually gets you decent financing.

• Why used equipment can still be financed.

• How auction financing works when you need cash fast.

• Red flags that scream, "Run before they keep your money."

• Why first and last payments are common, but sketchy brokers are not.

• How leaseback deals work when you already own equipment.

• Why your equipment may be worth less to a lender than it is in your head.

👤 About our Guest:

Rob Misheloff is the founder of Smarter Finance USA, a business financing company focused on equipment financing and helping business owners make smarter borrowing decisions. His team works with many lenders to help fund equipment deals for small businesses across industries.

🎧 Why Listen:

Before you finance your next truck, machine, trailer, med spa device, or mystery gadget from an auction, listen to this one first. Then follow The Liquid Lunch Project, share it with a business owner who is about to sign a bad deal, and save yourself from learning the expensive way.

🔗 Links + Stuff

• Smarter Finance USA: https://smarterfinanceusa.com

• LinkedIn: https://www.linkedin.com/company/smarter-finance-usa

• Facebook: https://www.facebook.com/smarterfinanceusa

• YouTube: https://www.youtube.com/channel/UCodyNFW3lxlnEuzJ-Or_50g

Subscribe so you don't miss future conversations on business growth, funding, strategy, and the stuff most people don't explain clearly.

If this episode helped, a quick rating or review goes a long way. It helps the show reach more business owners who actually care about getting this right.

Available on all major podcast and video platforms:

• Official site: https://theliquidlunchproject.com • Apple Podcasts: https://podcasts.apple.com/us/podcast/the-liquid-lunch-project/ • Spotify: https://open.spotify.com/show/12HPEDMmsbfsp8tHt5LiZJ • Audible: https://shorturl.at/6j4vz• YouTube (full episodes + clips): https://www.youtube.com/@Credit_Banc

Every Friday, we publish The Weekly. A fast, smart rundown of what actually matters in finance, tech, small business, and the economy…without the noise.

Subscribe here: 👉 https://theweeklyfromshieldadvisory.substack.com/

If today's conversation raised questions about capital, cash flow, or financing options, you can schedule a conversation with our sponsor, Credit Banc.

Credit Banc helps business owners make sense of their options and move forward with a clear plan, without pressure or guesswork.

👉 Book a free 15-minute call here: https://tinyurl.com/3dh9vy86

Follow along for behind-the-scenes clips, commentary, and things that don't make it into the episode.

• Matt Meehan: https://www.instagram.com/matthew.r.meehan • Luigi Rosabianca: https://www.instagram.com/luigi_rosabianca • The Liquid Lunch Project: https://www.instagram.com/theliquidlunchproject/

Know a business owner who would appreciate this conversation? Send them the episode. That's how this show grows.

In this episode of The Liquid Lunch Project, Matt and Luigi sit down with securities lawyer David P. Meyer to talk about the ugly side of investing: broker misconduct, crypto scams, hidden fees, fake online "experts," and the very real ways smart people lose serious money.

David also shares how he built a national securities litigation practice after taking on Prudential Securities in his twenties and winning a jaw-dropping $262 million jury verdict. Not bad for a guy who says he was basically just trying to avoid reading tax code forever.

🍸 What you'll hear in this episode:

• Why you should never invest with an unlicensed person. Ever.

• How to use brokercheck.org before handing over a dollar.

• Why "pig butchering" scams are stealing life savings.

• How fake crypto platforms make fake profits look real.

• Why deepfake AI is making financial fraud even scarier.

• What brokers are supposed to do when elderly clients move large sums.

• Why private real estate deals need legal review before you wire money.

• How hidden investment fees quietly eat into your portfolio.

• Why trust is often the scammer's favorite tool.

• What to do before a bad investment turns into a financial crime scene.

💡 Notable Takeaway:

"People will drive across town to save 10 cents on a can of soup. But they'll hand their life savings over to anyone in a nice-looking suit and a firm handshake."

👤 About our Guest:

David P. Meyer is a securities lawyer and founding partner at Meyer Wilson Werning, where he helps investors recover losses from broker misconduct, investment fraud, and financial abuse. He is also the author of The Investor Protector and has represented investors across the country for more than 30 years.

🎧 Why Listen:

Before you trust another "can't-miss" investment, listen to this episode, check your advisor on brokercheck.org, and share it with someone whose retirement account deserves better than a slick smile and a fake promise.

🔗 Links + Resources Mentioned

• LinkedIn: https://www.linkedin.com/in/davidpmeyer1/

• YouTube: https://www.youtube.com/c/MeyerWilsonColumbus

• David's Firm: investorclaims.com

• Check a Broker: brokercheck.org

• Book: The Investor Protector by David P. Meyer

Subscribe so you don't miss future conversations on business growth, funding, strategy, and the stuff most people don't explain clearly.

If this episode helped, a quick rating or review goes a long way. It helps the show reach more business owners who actually care about getting this right.

Available on all major podcast and video platforms:

• Official site: https://theliquidlunchproject.com • Apple Podcasts: https://podcasts.apple.com/us/podcast/the-liquid-lunch-project/ • Spotify: https://open.spotify.com/show/12HPEDMmsbfsp8tHt5LiZJ • Audible: https://shorturl.at/6j4vz• YouTube (full episodes + clips): https://www.youtube.com/@Credit_Banc

Every Friday, we publish The Weekly. A fast, smart rundown of what actually matters in finance, tech, small business, and the economy…without the noise.

Subscribe here: 👉 https://theweeklyfromshieldadvisory.substack.com/

If today's conversation raised questions about capital, cash flow, or financing options, you can schedule a conversation with our sponsor, Credit Banc.

Credit Banc helps business owners make sense of their options and move forward with a clear plan, without pressure or guesswork.

👉 Book a free 15-minute call here: https://tinyurl.com/3dh9vy86

Follow along for behind-the-scenes clips, commentary, and things that don't make it into the episode.

• Matt Meehan: https://www.instagram.com/matthew.r.meehan • Luigi Rosabianca: https://www.instagram.com/luigi_rosabianca • The Liquid Lunch Project: https://www.instagram.com/theliquidlunchproject/

Know a business owner who would appreciate this conversation? Send them the episode. That's how this show grows.

Revenue looks great on a scoreboard.

But if your cash flow is a mess, your margins are thin, and your financials only get attention during tax season… that growth might be hiding a much bigger problem.

In this episode of Built to Scale, Matt sits down with Larry Rice, CPA, CEPA, and founder of RVG & Company, to talk about the financial blind spots that quietly keep business owners stuck, stressed, and scrambling.

They dig into why revenue is not the same as financial health, how fast growth can actually make bad decisions worse, and why your CPA should not be treated like an emergency contact you only call once a year. Larry also breaks down the numbers every owner should be watching, when to upgrade your financial team, and why clean books matter long before you look for funding, buy another company, or think about selling.

This one is for every business owner who has ever asked, "We're growing… so why does it still feel so tight?"

• Revenue vs. profit vs. cash flow

• The financial numbers every business owner should know

• Why growth can expose cracks instead of fixing them

• How cash flow surprises sneak up on scaling companies

• When to bring in a bookkeeper, controller, or CFO

• Why tax planning should happen before tax season

• How messy financials can hurt funding, acquisitions, and exits

• The danger of taking business and tax advice from TikTok

If you're trying to scale without flying blind, this episode is worth the listen.

Larry Rice is a CPA, CEPA, and managing partner at RVG & Company, where he works with business owners on tax strategy, financial planning, and fractional CFO-style advisory support. Larry and his team help entrepreneurs get clearer on the numbers, avoid expensive blind spots, and make smarter decisions around growth, funding, acquisitions, and exits.

To connect with Larry, reach out through RVG & Company or contact him directly at [email protected] or 954-233-1767.

• Website: https://rvgco.com/

• Facebook: https://www.facebook.com/rvgandcompany

• LinkedIn: https://www.linkedin.com/in/lawrence-rice-38342aa/

• Instagram: https://www.instagram.com/rvgco/

Built to Scale is a podcast segment from The Liquid Lunch Project, hosted by Matt, built for entrepreneurs, founders, and business owners who want to grow smarter, tighten operations, improve profitability, and build companies that can scale without chaos running the show.

Need capital before growth turns into a cash flow problem?

If this episode made you realize your business needs a stronger funding strategy, connect with Credit Banc. Matt and the Credit Banc team help business owners explore financing options for working capital, acquisitions, equipment, expansion, and growth opportunities before they're stuck scrambling at the last minute.

Learn more about how Credit Banc helps entrepreneurs access the right capital for the right stage of growth. https://tinyurl.com/3dh9vy86

Big idea. No safety net. Shaky money. Brutal odds. A giant competitor. And founders who were not just risking cash…they were risking their necks. Literally

In this special 250th anniversary episode of The Liquid Lunch Project, Matthew R. Meehan and Luigi Rosabianca look at America's founding like a business launch. The Declaration of Independence becomes the mission statement. Washington becomes the operator under pressure. Franklin becomes the closer. And the whole thing becomes a crash course in risk, debt, ownership, cash flow, and building something that lasts.

🍸 What you'll hear in this episode:

• Why America's founding looks a lot like a startup

• What entrepreneurs can learn from Washington, Franklin, and Hamilton

• Why cash flow keeps big ideas alive

• When debt helps…and when it eats the business

• Why "independence" means nothing if someone else controls your customers

• The danger of relying on one platform, bank, or payment processor

• Why smart founders build systems that outlast them

• What business owners should be building for the next 250 years

This is not your high school history class. It's American history through the eyes of business owners, founders, and anyone trying to build something bigger than next month's bills.

Listen now, follow The Liquid Lunch Project, and share this episode with a founder who needs to stop chasing short-term wins and start building like they mean it.

Subscribe so you don't miss future conversations on business growth, funding, strategy, and the stuff most people don't explain clearly.

If this episode helped, a quick rating or review goes a long way. It helps the show reach more business owners who actually care about getting this right.

Available on all major podcast and video platforms:

• Official site: https://theliquidlunchproject.com • Apple Podcasts: https://podcasts.apple.com/us/podcast/the-liquid-lunch-project/ • Spotify: https://open.spotify.com/show/12HPEDMmsbfsp8tHt5LiZJ • Audible: https://shorturl.at/6j4vz• YouTube (full episodes + clips): https://www.youtube.com/@Credit_Banc

Every Friday, we publish The Weekly. A fast, smart rundown of what actually matters in finance, tech, small business, and the economy…without the noise.

Subscribe here: 👉 https://theweeklyfromshieldadvisory.substack.com/

If today's conversation raised questions about capital, cash flow, or financing options, you can schedule a conversation with our sponsor, Credit Banc.

Credit Banc helps business owners make sense of their options and move forward with a clear plan, without pressure or guesswork.

👉 Book a free 15-minute call here: https://tinyurl.com/3dh9vy86

Follow along for behind-the-scenes clips, commentary, and things that don't make it into the episode.

• Matt Meehan: https://www.instagram.com/matthew.r.meehan • Luigi Rosabianca: https://www.instagram.com/luigi_rosabianca • The Liquid Lunch Project: https://www.instagram.com/theliquidlunchproject/

Know a business owner who would appreciate this conversation? Send them the episode. That's how this show grows.

Your health plan might be robbing you blind. The fun part? You may be paying someone to let it happen.

Healthcare benefits are one of the biggest expenses for small business owners, and most employers are stuck playing a game where the rules are hidden, the prices move, and somehow the bill always gets worse.

In this episode of The Liquid Lunch Project, hosts Matthew R. Meehan and Luigi Rosabianca sit down with Donovan Ryckis, CEO of Ethos Benefits, to rip the lid off employer-sponsored healthcare. Donovan breaks down why insurance costs keep rising, how brokers can create conflicts of interest, why pharmacy benefit managers deserve a long side-eye, and how small businesses can start asking much better questions before renewal season punches them in the face.

🍸 What you'll hear in this episode:

• Why healthcare is usually expense number two or three for a business

• How broker compensation can work against employers

• Why "the insurance company pays me" is not the cute answer people think it is

• The four moving parts of every healthcare plan

• Why claims data matters more than carrier logos

• How pharmacy benefit managers quietly drive up drug costs

• Why direct primary care can cut ER visits and save employees time

• The real reason better benefits do not have to mean higher costs

• How small business owners can stop picking the "least bad" plan

• Why transparency is the first step to taking back control

💡 Notable Takeaway:

"The only way any healthcare plan is going to lower costs for the employer is if it first lowers costs and works better for the employees." - Donovan

👤 About our Guest:

Donovan J. Ryckis is the CEO of Ethos Benefits, an award-winning employee benefits consulting firm helping employers lower healthcare costs through fiduciary-based consulting. He is also the producer of the documentary "It's Not Personal, It's Just Healthcare."

🎧 Why Listen:

Before your next healthcare renewal, listen to this episode and ask your broker one question: "Exactly how are you getting paid?" Then visit EthosBenefits.com to learn more, watch Donovan's documentaries, and see what a smarter healthcare plan could look like for your business.

🔗 Links + Stuff

Website: www.EthosBenefits.com

YouTube: https://www.youtube.com/@thebusinessofbenefitspodcast

LinkedIn: https://www.linkedin.com/in/donovanryckis/

Watch the healthcare documentary: https://ethosbenefits.com/documentary

Watch the PBM documentary, Side Effects May Include: https://ethosbenefits.com/pbm-documentary

Subscribe so you don't miss future conversations on business growth, funding, strategy, and the stuff most people don't explain clearly.

If this episode helped, a quick rating or review goes a long way. It helps the show reach more business owners who actually care about getting this right.

Available on all major podcast and video platforms:

• Official site: https://theliquidlunchproject.com • Apple Podcasts: https://podcasts.apple.com/us/podcast/the-liquid-lunch-project/ • Spotify: https://open.spotify.com/show/12HPEDMmsbfsp8tHt5LiZJ • Audible: https://shorturl.at/6j4vz• YouTube (full episodes + clips): https://www.youtube.com/@Credit_Banc

Every Friday, we publish The Weekly. A fast, smart rundown of what actually matters in finance, tech, small business, and the economy…without the noise.

Subscribe here: 👉 https://theweeklyfromshieldadvisory.substack.com/

If today's conversation raised questions about capital, cash flow, or financing options, you can schedule a conversation with our sponsor, Credit Banc.

Credit Banc helps business owners make sense of their options and move forward with a clear plan, without pressure or guesswork.

👉 Book a free 15-minute call here: https://tinyurl.com/3dh9vy86

Follow along for behind-the-scenes clips, commentary, and things that don't make it into the episode.

• Matt Meehan: https://www.instagram.com/matthew.r.meehan • Luigi Rosabianca: https://www.instagram.com/luigi_rosabianca • The Liquid Lunch Project: https://www.instagram.com/theliquidlunchproject/

Know a business owner who would appreciate this conversation? Send them the episode. That's how this show grows.

Selling your company can look like "the big win." The check clears. The headlines sound nice. Maybe someone even posts a tasteful LinkedIn announcement with way too many gratitude emojis.

Then comes the hard part: contracts, systems, data, cyber risk, SOPs, people, processes, and the tiny little question that can wreck a deal:

Can this business actually run without you?

In this episode of The Liquid Lunch Project Podcast, Matt sits down with Mark Sims, Managing Principal of Technology Solutions at ConsultMSG, to talk about what business owners need to fix before private equity shows up with a checkbook.

Yes, they talk about what happens after a private equity deal closes. New boss. New board. New systems. New rules. Weird vibes in the Monday meeting.

But the bigger warning is this: if your business is held together by handshake deals, tribal knowledge, messy data, and "Judy knows where that file is," you may not get the valuation, speed, or smooth transition you were hoping for.

Mark breaks down how technology, clean data, documented processes, AI, cybersecurity, and basic operational discipline can protect company value before a sale…or quietly drain it when buyers start looking under the hood.

🍸 What you'll hear in this episode:

• Why founders need to think past the check

• What private equity buyers look for beyond revenue

• Why messy systems can lower company value

• How poor documentation slows down deals

• Why handshake deals do not impress buyers

• How clean data helps buyers understand how you make money

• Why AI is only useful if your data is not garbage

• How cyber insurance protects value

• Why SOPs matter more than founders want to admit

• What makes a business easier to buy, run, and scale

• Selling your business someday

• Buying or integrating a company

• Cleaning up your operations before a deal

• Making better decisions with data

• Avoiding expensive tech mistakes

• Turning technology into a growth engine

💡 A line we loved…

"A founder-owner needs to really think through what life's gonna look like post-close."

👤 About our Guest:

Mark Sims is Managing Principal of Technology Solutions at ConsultMSG, where he helps companies use technology, data, and systems to improve operations, support M&A, and scale smarter. He has more than 25 years of experience across strategy, IT, ERP, private equity, manufacturing, retail, and business transformation.

🔗 Links + Stuff

• Website: https://consultmsg.com

• LinkedIn: https://www.linkedin.com/in/markjsims/

Before you chase the private equity check, make sure your business can survive the buyer's questions. Listen now, then share this episode with a founder who thinks "we'll clean that up later" is a strategy.

Subscribe so you don't miss future conversations on business growth, funding, strategy, and the stuff most people don't explain clearly.

If this episode helped, a quick rating or review goes a long way. It helps the show reach more business owners who actually care about getting this right.

Available on all major podcast and video platforms:

• Official site: https://theliquidlunchproject.com • Apple Podcasts: https://podcasts.apple.com/us/podcast/the-liquid-lunch-project/ • Spotify: https://open.spotify.com/show/12HPEDMmsbfsp8tHt5LiZJ • Audible: https://shorturl.at/6j4vz• YouTube (full episodes + clips): https://www.youtube.com/@Credit_Banc

Every Friday, we publish The Weekly. A fast, smart rundown of what actually matters in finance, tech, small business, and the economy…without the noise.

Subscribe here: 👉 https://theweeklyfromshieldadvisory.substack.com/

If today's conversation raised questions about capital, cash flow, or financing options, you can schedule a conversation with our sponsor, Credit Banc.

Credit Banc helps business owners make sense of their options and move forward with a clear plan, without pressure or guesswork.

👉 Book a free 15-minute call here: https://shorturl.at/LwxsA

Follow along for behind-the-scenes clips, commentary, and things that don't make it into the episode.

• Matt Meehan: https://www.instagram.com/matthew.r.meehan • Luigi Rosabianca: https://www.instagram.com/luigi_rosabianca • The Liquid Lunch Project: https://www.instagram.com/theliquidlunchproject/

Know a business owner who would appreciate this conversation? Send them the episode. That's how this show grows.