Thomas, a serial entrepreneur with over 17 exits under his belt, built a premium ecommerce business in the pet niche that quickly gained traction with organic growth, celebrity endorsements, and strong brand authority. Despite its success, competing priorities and a growing agency meant Thomas couldn’t dedicate the time the business needed. Rather than let it fade, he turned to Flippa to find the right buyer.
With the support of Flippa, Thomas navigated challenges, secured a strategic buyer, and exited for six figures. This case study explores his journey – from startup spark to successful exit – and the lessons he wants other founders to know.
The Founder’s Story
Thomas’ entrepreneurial journey started at 13, when he built his first online store. By the time he launched this e-commerce brand, he was already a seasoned operator.
“I’ve sold over a dozen businesses now, but this one was special. We stumbled upon the product almost by accident. What started as a test turned into a real brand that people loved.”
The business began as Printed Pet Memories before Thomas acquired a rare, exact-match domain that transformed the brand’s credibility. With features in major publications and social buzz from celebrities, the company quickly established itself as a category leader.
Company Overview
The business offered custom pet portraits supported by a trained team of illustrators, customer support, and automated tech systems.
Key Highlights:
- Business: Website Selling Customised Pet Portraits
- Industry: Ecommerce
- Founded: 2023
- Location: United States
- Profit Margin: 19%
The business gained significant recognition, being featured in major publications such as Forbes, Elle, and the NYPost. It also boasted an impressive 22% repeat customer rate, showcasing strong customer loyalty.
The business operated under a print-on-demand model, with pre-negotiated supplier agreements for global shipping, and a proprietary workflow system built on Bubble.io. This system streamlined order approvals and fulfillment, reducing the time required for manual oversight.
“I wanted to build a business that could run on autopilot,” said Thomas. “With the custom-built dashboard, we had an automated approval system, and I only needed to spend 30-60 minutes a month overseeing operations. This allowed me to scale without sacrificing my other ventures.”
The Business Challenge
Despite its success, Thomas found himself at a crossroads. His new SEO agency was growing fast, and the demands of running multiple businesses took its toll on his current online pet business. Without the time or marketing expertise to scale the business further, he made the difficult decision to sell.
“We saw some success with paid ads, but we weren’t experts in that area. The business was thriving organically, but I knew it could go so much further with the right marketing strategy,” he admitted.
With the business running well but its potential untapped, Thomas faced a tough decision. He could either reinvest time and energy into the business or find the right buyer who could take it to the next level.
“I didn’t want to let the business die. I knew it had massive potential, but my other businesses needed my attention. I decided that selling was the best option.”
The Solution
Thomas had previously used Flippa to sell another business, so he was already familiar with the platform. He found the process to be easy to navigate and efficient, which helped him feel confident in using it again this time.
“I’ve been using Flippa for years. It’s a user-friendly platform, and I know how to make my listing stand out,” Thomas explained. “I’ve previously used Flippa to sell websites, so I felt comfortable using it again. I was able to list the business and quickly start engaging with potential buyers.”
Preparation was key to ensuring a smooth sale, so Thomas took the time to organize all the business’s assets, including the SOPs, financials, and training materials for the team. He ensured that everything was in place for a seamless transition to the new owner. He focused on documenting the processes that ran the business and had his team build detailed instructions for the new owners to follow.
“I knew the buyer would need all the processes in place to run the business smoothly. We had to make sure everything was documented, from how the customer service team handled inquiries to how the artists approved designs. It made the transition much easier.”
Results and Impact
The business sold for six figures to a buyer with proven expertise in paid marketing, making it a perfect match for both parties.
“They had the skills and audience we didn’t. The handover was smooth, and I think I only had one real call with them after the sale. That’s how well-prepared everything was.”
The buyer brought a massive email list and significant experience with paid ads, which Thomas recognized as key to scaling the business further. “They saw the same potential I did – this business could grow even more with the right marketing expertise,” he said. “They also understood the value of the strong SEO foundation we had built. The business was already ranking for important keywords, but there was so much more room for growth. With their marketing skills, they could unlock even bigger returns.”
For Thomas, the sale brought peace of mind. Rather than letting the business fade, he exited with both capital and clarity, enabling him to focus on his new ventures.
The proprietary workflow system and automated processes in place allowed the new owner to focus on growth and scaling, without needing to overhaul operations. Additionally, the team of trained illustrators and customer service staff ensured a seamless transition.
Lessons for Aspiring Entrepreneurs
Thomas is passionate about sharing what he’s learned from nearly two decades of building and selling businesses. His top advice to aspiring entrepreneurs is to:
- Build for Exit from Day One
“Start thinking about your exit strategy early. Document every process like you’re handing over the keys to the business. It makes everything smoother when the time comes.”
- Remove Yourself from the Business
“The less reliant your business is on you, the more valuable it becomes. If you want to sell, your buyer needs to know they can take over easily.”
- Sell When the Business Is on the Rise
“Selling when things are at their peak is the sweet spot. You can get the highest multiple when the business is growing and you’ve removed yourself from the day-to-day.”
- Don’t Underestimate the Power of Potential
“Sometimes, your business’s true value is in the potential it holds, not just the current numbers. If you’ve got the right systems in place, buyers will see that.”
- Prepare for Transition
“Documenting every step of your business operations, from customer service to inventory management, will make the handover process smooth and quick.”
Future Plans
Thomas’ story is a reminder that a well-built e-commerce business doesn’t just sell products – it creates transferable value. By documenting processes, preparing for exit, and leveraging Flippa’s marketplace and broker support, he turned a sidelined venture into a six-figure win.
Post-exit, Thomas is channeling his energy into two ventures – Direct to Consumer SEO Agency that is helping e-commerce brands dominate search through SEO and AI and Feel30.com, A TRT clinic for men over 40, streamlining hormone optimization with concierge-style service.
