The Five Crime Scenes of M&A: Where Your Millions Go Missing

This episode features Holly, a CPA and CFO specialising in M&A, who discusses the critical financial pitfalls, or ‘crime scenes’, that business owners face during the selling process. Drawing from her experience in high-stakes exits and private equity, Holly explains why standard accounting often falls short of maximising company value and how strategic preparation can prevent millions from vanishing at the closing table. KEY TAKEAWAYS Most CPAs focus on tax reduction rather than value maximisation; selling a business requires a specialised CFO lens to articulate a ‘financial story’ that appeals to buyers. Holly identifies five areas where value is lost: the financial story, working capital, due diligence, earn-outs, and post-close integration. Small businesses often use cash-basis accounting, but switching to accrual-basis can significantly lift EBITDA and valuation during a sale. For a healthy business, the cost of goods sold should be under 30%, operating expenses under 20%, and net profit above 10%. Value often leaks post-sale because buyers focus on price while ignoring the ‘human factor’ of the employees who actually run the systems. BEST MOMENTS "The balance sheet and the income statement, they never leave each other's side. It is a romance." "The person who commits these frauds, in 100% of the cases I've seen, has been the most trusted person." "You should always be ready to exit. Discipline always gets more money." "Working capital is the gas in the engine. You’ve got to have it so you don't need another loan just to run the business the day after you close." "You need to have somebody by your side. You can’t ever be properly prepared on your own." ABOUT THE GUEST Holli Moeini https://www.linkedin.com/in/hollimoeini/    Finding the Missing Millions in M&A: How to Maximize Value and Minimize Regret in Every Transaction  https://amzn.to/4sj8Rh3  Books by Fredrik Sandvall Options Strategy: Build to Keep. Ready to Sell Tomorrow. For founders and CEOs who want businesses that compound in value, stay under control, and are always sale-ready. ⁠https://amzn.to/4pwVhoi⁠ The Abyss of Finance: Trust, Leverage and the Cycles of Collapse For investors and leaders who want to understand why financial systems break before they do. ⁠https://amzn.to/3YsRKfI⁠ About the Podcast Invest in You is a global podcast where entrepreneur and investor Fredrik Sandvall shares practical ideas and conversations with founders, investors, and operators. Episodes focus on investing, entrepreneurship, and building long-term control and freedom. Occasionally joined by his sons Ivan and Charlie, the show offers both experience-based insight and a next-generation perspective. Listeners in 155+ countries tune in to think clearer, act smarter, and build with intent. Community & Contact Podcast community: https://bit.ly/4jxF94k Fredrik Sandvall LinkedIn: ⁠https://www.linkedin.com/in/sandvall/⁠ Facebook: ⁠https://www.facebook.com/FredrikinLondon/