Truc Nguyen, a Harvard-educated management consultant, bought two nail salons in Austin, Texas at ~1.5x SDE — a category priced at less than half the multiple of most main-street trades. Year one on the first salon: 33% revenue growth through professionalization — SOPs, customer database, consistent pricing, trained techs. Second salon closed within the year — ~$500K revenue, ~$90-100K SDE, ~$140K purchase. Self-funded, same playbook. The lesson: uncrowded categories stay uncrowded because most buyers can't or won't underwrite them.