Lana the founder of Floom, a premium flower marketplace featured in Vogue, Forbes, and The New York Times, breaks down how she sold her company to a strategic buyer without a banker. We cover spotting the right time to sell, building a data room, running a buyer process, and handling LOI exclusivity risk. She shares the emotional side too, identity after the exit and why deals can fall through. If you are considering selling, this conversation is a practical roadmap and a reality check.

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00:00 Intro, who is Lana and what is Floom

01:09 Deciding it was time to sell, reading the signals

04:30 Burnout vs. timing, why she aimed for profitability first

07:00 What M&A advisors do, why she went solo

08:56 Building the data room, financials, legal, and IP proof

12:15 Finding buyers, using LinkedIn and a short strategic list

14:54 When deals fall through, managing the emotional crash

16:11 Should you sell before you hate it, practical advice

18:33 Identity after an exit, grief, journaling, and reset

22:00 Life design, profitability, and alternatives to venture scale

24:27 LOI exclusivity risks, spotting unserious buyers

26:59 Deal structures 101, lessons she wishes she knew earlier

28:07 When to sell, hot vs. right-for-you timing

29:57 After the handoff, how closely to watch the brand

30:47 Hot take, does a company need to be your identity

31:26 Time off between companies, sprint or sabbatical

33:08 Does selling give you clout, second-time founder advantages

34:28 Wrap up, subscribe and comment