The SBA Search – Keeping 70%+ of The Equity as Chris Williams Did.
There are so many different paths to buying a small business. How big do you buy? How long do you search? Do you raise capital for your search? Partner or go at it alone? How many investors?
Often, the most common choice is this – self funded vs. traditional search
Both have their pros and cons. You need to educate yourself, and do what’s best for you. That’s what this conversation will accomplish.
While many of his peers raised traditional search funds – targeting larger business with more security and 25% ownership, Chris Williams went down a different path. He self-funded his search, took out an SBA loan, and ultimately owned 70%+ of the business he acquired – System Six – an outsourced accounting firm he’s doubled in 4 years.
I recently sat down with Chris to discuss his journey from Stanford MBA to successful acquisition entrepreneur. For those considering the entrepreneurship through acquisition (ETA) route, his story offers practical wisdom on finding, purchasing, and growing a business while maintaining meaningful ownership.
Traditional vs. Self-Funded Search: Choosing Your Path
“There are a lot of different ways to go buy a small business,” Chris emphasized. “Take in a bunch of information and decide for yourself what’s best for you.”
When Chris graduated from Stanford Business School in 2018, he faced the same choice many aspiring acquisition entrepreneurs confront: raise a traditional search fund or pursue a self-funded approach. The differences proved significant:
Traditional Search
- Raise hundreds of thousands upfront to fund your search
- Target larger businesses ($2M+ EBITDA)
- Typically results in 25% ownership for the searcher
- More investor interactions
- Less personal financial risk (no personal guarantee)
Self-Funded Search
- Limited or no fundraising during search phase
- Target smaller businesses ($500K-$2M EBITDA)
- Can retain 70-90% ownership
- More control over decisions
- Requires personal guarantee on SBA loans
First, Chris chose to self-fund his search. Like many MBAs, he loved his optionality, and he knew self-funding gave allowed him the chance to look at the widest variety of deals. He could look at small and large deals, and ultimately use the capital structure that made the most sense for the deal he found. Chris focused on businesses that matched his background in finance, and ultimately used an SBA loan to finance most of his acquisition of System Six, allowing him to maintain maximum ownership and control.
Finding the Right Business Through Direct Outreach
Rather than relying solely on brokers, Chris built a systematic approach to contacting business owners directly. Using specialized databases and targeted email campaigns, he reached out to approximately 50 companies weekly. His process yielded a 20-30% response rate across email campaigns, with roughly 5-6 conversations per week.
“I was looking for high percentage of repeat, consistent revenue in a growing industry,” Chris noted. His cold email to System Six’s owner sparked a conversation that eventually led to acquisition.
The power of direct outreach? It allowed Chris to build relationship capital with the seller over months, creating trust that proved invaluable throughout the transaction.
Structuring the Deal: SBA Loans and Smart Equity
Chris structured his acquisition with:
- 75% SBA loan financing
- Seller note on standby (with no immediate payment requirements)
- 10% investor capital earning 8% preferred return, converting to 20% equity
This approach enabled him to maximize his ownership while satisfying the seller’s price expectations. His investors weren’t looking for immediate distributions—they sought long-term growth and provided valuable guidance along the way.
“I was very convinced that because I’ve never run a business before, I needed professional, small business-oriented, growth-minded investors around me. If that means I have to pay them a little bit more than if I had raised from friends or the stereotypical “doctors and lawyers”, I’ll do that all day,” Chris explained.
These relationships proved invaluable. His investors serve as board members, providing strategic guidance and helping Chris navigate complex decisions without pressuring him for quick returns.
Post-Acquisition Growth: Finding Your Niche
Since acquisition, Chris has doubled System Six’s revenue through two key strategies:
- Vertical specialization: “Finding a vertical that you have traction in and pounding that vertical.” For System Six, that meant focusing on serving other acquisition entrepreneurs who inherited messy financial operations.
- Service expansion: By expanding complementary services like payroll, bill pay, controllership and advanced financial reporting, System Six increased its average customer value while solving more problems for clients.
This growth didn’t happen by accident. Chris invested in management talent, creating a team structure that could scale beyond the CEO’s capacity. While this temporarily reduced profit margins, it positioned the business for sustainable growth, freeing up more of Chris’s time to focus on strategic growth and step away from the day to day.
Key Lessons for Searchers
Looking back on his journey, Chris offers this wisdom to fellow searchers:
- Industry quality trumps everything: “You can change everything in your business when you buy it, but you can’t change the industry you’re in.” Seek industries with consistent revenue and growth potential.
- Seller quality matters immensely: “Buy a business from someone that’s fundamentally decent who’s not going to try and screw you.”
- There’s no single “right” path: The choice between traditional and self-funded search depends on your personal circumstances, risk tolerance, and ownership goals. And the deals you find.
- Be realistic about SBA timelines: “Set expectations with your seller and don’t overpromise.” SBA deals almost always take longer than anticipated.
- Trust your due diligence: “If you do not feel more comfortable about the personal guarantee after diligence than you do now, walk away.”
For Chris, the journey from MBA to business owner has been transformative. “Search has changed my life,” he reflects. “I’m running and trying to grow a small business. Some days for the better, some days, you know, it might be nice to have that sort of cushy W2 life again—but search is a really interesting path for the long run, and I’ve never been this energized in my life.”
Whether you pursue a traditional search fund or choose the self-funded route, Chris’s experience shows that with proper preparation, direct outreach, and industry focus, acquisition entrepreneurship can offer both meaningful ownership and significant growth potential.
Want to connect with Chris? Find him on Twitter at @ctw_SMB or email him at chris@systemsix.com
