Iconic — Sell your business with confidence

Three things every seller asks us

You only sell your business once. We treat it that way.

The real questions on a seller's mind are rarely the ones a broker answers first. We start there.

01 / VALUE

"What is it actually worth?"

A free, data-backed valuation in 24 hours — built from real comps in your industry, not a number designed to win your listing.

02 / DISCRETION

"Will my employees find out?"

Confidentiality is engineered into the process, not added as a checkbox. Your name, your business, and your financials stay private.

03 / BUYER

"Who actually buys it?"

Our buyer network includes individual operators, search funds, family offices, and strategic acquirers — matched to whoever values your business most.

Why Iconic

Built differently than a traditional broker.

A franchise broker works alone with a spreadsheet and a Rolodex. An Iconic advisor works inside a platform that does the heavy lifting — so you get a faster, sharper, more honest process.

Dimension

Traditional broker

Iconic

Valuation

Inflated to win the listing

Data-backed range, given honestly

Time to close

9–12 months, often longer

~50% faster, with milestones

Visibility

Phone calls and PDFs

Real-time seller dashboard

Buyer reach

Local Rolodex

Operators, search funds, PE, strategics

Quality of process

Depends on which franchisee you got

Same caliber every time

Fees

10–15%, often opaque

Tiered success fee. Discussed upfront.

The Iconic Way

A transparent five-step path to close.

You see every stage, every milestone, every offer. No surprises, no black boxes.

Discovery

Understand your goals, timing, and what a successful exit looks like for you.

Onboarding

Deep dive on financials and operations. Valuation finalized. CIM built.

Go-to-Market

Your business is matched and presented to the right buyer profile — confidentially.

Negotiation

Multiple offers managed in parallel. We negotiate on your behalf to maximize terms.

Fund & Close

Diligence, legal, financing, and signing — orchestrated through to wire.

Who's buying right now

Your buyer is no longer the retiring accountant down the street.

A new generation of capital is hunting for cash-flowing businesses in the $300K–$30M range. We bring that demand to your deal.

See who's looking

Individual operators

First-time SMB buyers

Often well-funded, well-prepared, and looking for a business they can run themselves. Energized by the rise of acquisition entrepreneurship.

Search funds & PE

Institutional capital

Disciplined diligence, fast close.

Strategic acquirers

Same-industry buyers

Often pay the highest multiple.

The Iconic Rail™

Your deal. Your dashboard. Real-time visibility.

No more wondering where things stand. From valuation to wire, every milestone, offer, and document lives in your seller dashboard.

Valuation range

$4.2M — $6.8M

Active buyers

LOIs received

Days on market

Deal timeline

CIM completed & approved

Mar 12

First buyer meetings scheduled

Mar 18

LOI from Apex Partners — under review

Apr 2

Due diligence & QofE

Upcoming

Finally, a process you can see.

Traditional brokers send you sporadic email updates. Iconic gives you a live view of your entire deal — from buyer interest to close.

✓Real-time offer tracking — see every LOI, counter, and term
✓Buyer activity feed — who's viewing, who's interested, who's serious
✓Document vault — CIM, financials, LOIs in one secure place
✓Direct messaging with your advisor — no phone tag
✓Timeline view — every milestone from onboarding to wire

Technology + advisors

Better brokers, because of better software.

Iconic's proprietary platform — the Iconic Rail — is what makes our advisors faster, sharper, and more transparent than anyone else in the market.

⚙

AI-powered valuations

Directional value ranges in minutes, not weeks. Calibrated against thousands of comparable transactions across your industry and revenue band.

👥

Buyer matching engine

Our network spans individual operators, search funds, PE firms, family offices, and strategic acquirers. We match your business to whoever will pay the most for it.

📄

Automated CIM generation

The platform builds your confidential information memorandum — professionally formatted, buyer-ready — in a fraction of the time it takes a traditional broker.

🔒

Engineered confidentiality

NDA-gated access, blind teasers, and staged disclosure. Your employees, customers, and competitors never know unless you say so.

📈

Real-time analytics

Track buyer engagement, offer velocity, and deal-stage progress. Industry insights updated continuously so you time the market, not guess at it.

📞

Human advisors, always

Technology runs the rails. A named, senior M&A advisor runs your deal. You always know who to call and they always know your business.

Industries we serve

Built for the businesses that built America.

Iconic specializes in cash-flowing, privately held businesses from $300K to $30M in transaction value.

Services & Trades

HVAC, plumbing, electrical, landscaping

E-commerce & Retail

DTC brands, Amazon, specialty retail

Manufacturing

Light mfg, contract, specialty

Healthcare Services

Dental, veterinary, clinics, home health

Food & Beverage

Restaurants, franchises, CPG

Professional Services

Accounting, staffing, consulting, IT

Distribution

Wholesale, logistics, supply chain

Franchise

Multi-unit, single-unit, area development

Leadership

Bankers, brokers, and tech founders.

Iconic was built by people who've been on both sides of the table — selling companies, building platforms, and advising owners through the most important transaction of their lives.

Erik Salazar

Founder & CEO

Seasoned founder and technology leader with deep M&A expertise. Has orchestrated strategic partnerships that accelerated growth and expanded market reach across multiple industries.

Roberto

Co-Founder & Exec. Director

Co-founder of Expa (with Uber co-founder Garrett Camp). Board member at Metabase and Aero. Previously held key roles at LinkedIn, Google, and Capital One.

Naveen

Founding Partner, Expa

Co-founded Foursquare and served as President and Chairman of Kit (acquired by Ro). Brings deep technical and operational expertise to the Iconic platform.

Real sellers

Owners who decided to sell once — and got it right.

I'd been told by three brokers it would take 18 months. Iconic closed in seven, and I got 12% above the range I would've accepted.

David M.

HVAC services •$4.2M revenue •Sold 2025

The dashboard was the difference. I always knew where my deal stood — what offer was in, what diligence was open, what was next. No more guessing.

Sarah R.

Specialty e-commerce •$2.1M revenue •Sold 2025

I'm amazed at the progress I have seen the team make in a short period of time. The platform changes the game for sellers and advisors alike.

Rich Schammel

Iconic Advisor •Former Director, Treasurer & President of CABB

Sell the business you built —
to the right buyer, on your terms.