For Business OWners

We believe the best businesses think long term, care deeply about their people, and focus on a great customer experience.

Selling a business is challenging under any circumstance and can impact many people in the process including family, employees, and customers. To help you determine if White Cedar is the right fit for your leadership needs, our resources below provide more detail into our strengths, criteria, and process.

Our Advantage

Leadership with strong functional capabilities.

David has direct experience in the foundational functions of any business that provide him with a unique understanding of their interdependencies.

Worked in new product development, category management, pricing, and customer research initiatives.
Integral part of a turnaround and an operational excellence initiative to make a business unit more competitive.
Built quantitative models to better allocate company resources, increasing the speed and quality of decision-making.
Educated cross-functional partners to make more fiscally responsible decisions with the company's annual budget.
Sales & Marketing
Developed marketing campaigns to support key product investments and improve storytelling across channels.
Our Criteria

We look for one great business with a history of success.

While we recognize that no business is perfect, our criteria aims to drive alignment between you and White Cedar. We look solely for B2B software businesses serving a specific niche that have clear opportunities for top-line growth.

select an option:


Annual recurring revenue (ARR) over $3 million
Growing over 20% annually
Cash flow positive
History of revenue for at least 4 years


Solves critical pain-point
Software-as-a-service (SaaS) business model
Sticky customers with low customer concentration
Modern underlying tech fundamentals and tech stack
Strong middle management team


High organic growth potential
Serves Healthcare or Enterprise (Tech, Retail, Hospitality, Manufacturing) sectors
High competitive barriers to entry
Non-commoditized product or service offering
Niche product offering


Investment amount: $10-30 million in equity
David leads day-to-day operations post-transaction
Ideal seller profile: Owner seeking exit, family and founder successions, or serial entrepreneur
Private and concentrated ownership
No distressed or turnaround situations


Headquartered in the United States or United Kingdom
Our Process

The steps to sell your business are straightforward.

Our commitment to you is that we will work quickly, confidentially, and transparently to buy your business. We strive to make the process as seamless as possible.

Through a 30-minute video chat, we'll get to know each other, discuss your succession goals, and use the time to determine a mutual fit.
We will execute a non-disclosure agreement (NDA) to learn more about the business. We will ask for some financial data and a product demo. We expect this step to take between 2 and 3 weeks.
We will sign a letter of intent (LOI) to review strategy, financials, people, legal, operations, software, and transition plan more closely. We expect this step to take between 60 and 90 days.
After validating the info on the business during due diligence, we will submit a purchase and sales agreement (PSA) and finalize any outstanding items.
Now the fun begins.  We will then begin the transition to new ownership with David leading the business based upon agreed terms.