0:00–0:19

• Introduction: Jon Schram, a "serial entrepreneur" and Acumen Growth Catalyst, is today's guest. The discussion revolves around branding and Jon’s unique experiences selling his company, "The Purple Guys," to three different sellers, staying on each time.

0:20–2:02

• Jon's Career Overview:
  • Describes himself as an "unintentional serial entrepreneur."
  • Shares brief anecdotes of his three startups, learning business strategies but struggling with partnerships in the first two ventures.
  • Found long-term success with "The Purple Guys," his 20-year IT-managed services business.

2:03–4:18

• Birth of the Brand "The Purple Guys":
  • Initially, Jon chose purple as a logo color to continue using his purple pens from a previous company.
  • Customers started associating the team’s purple uniforms with the company, coining the name "The Purple Guys."
  • Jon recognized the potential and embraced the branding opportunity.

4:19–8:20

• Building a Memorable Brand:
  • Discusses how consistency and creativity helped solidify the Purple Guys’ identity (e.g., purple uniforms, grape-scented promotional items).
  • Branding efforts created strong recall, enabling the company to stand out in the competitive IT services market.

8:21–13:38

• The Value of Branding:
  • Branding ensures memorability and distinguishes a business in competitive markets.
  • Jon emphasizes simplicity and consistency in branding and shares practical marketing tips, such as tracking ROI from campaigns.
  • Transitioning the brand gradually from "Versant" to "The Purple Guys" ensured seamless continuity.

13:39–20:25

• Three Business Sales:
  • Jon narrates selling his company three times to different buyers:
    1. Initial sale (80% ownership) to a St. Louis-based investor.
    2. Subsequent sale to private equity, who expanded the brand nationally.
    3. Final sale by the private equity group.
  • Each sale brought unique challenges, with Jon staying involved post-sale to help grow the company.

20:26–24:34

• Emotional Challenges of Selling:
  • Selling his business was an emotional journey, especially during the second sale, as Jon transitioned from majority owner to a supporting role.
  • To cope, Jon wrote an “obituary” for the business, reflecting on its legacy and preparing for the next chapter.

24:35–31:38

• Advice for Business Owners Considering a Sale:
  • Prepare well in advance: clean financials, clarity on branding, and solid growth metrics are critical.
  • Having experienced advisors and partners helps navigate negotiations.
  • Keep the core business running smoothly during the transaction process to maintain leverage.

31:39–33:48

• Current Ventures and Closing Thoughts:
  • Jon discusses his new entrepreneurial project, "Walk Your Plans," which offers life-size walkable blueprints for builders and architects.
  • Encourages listeners to connect with him on LinkedIn or via email.
  • Dan wraps up, teasing potential topics for future podcast episodes based on Jon’s experiences.