Business owners often spend decades building their companies, yet many approach the eventual sale or transition without a clear plan. That lack of preparation can cost them millions, according to Dan Conklin, a Certified Exit Planning Advisor (CEPA) and founder of Bizical Fitness. In his new book, Business Strong, Beyond the Trap, Conklin argues that the difference between what an owner receives at exit and what they could have planned for is frequently measured in seven figures. "This isn't a failure of ambition," Conklin said. "It's a failure of preparation."
The book introduces the V.R.T. Going Vertical methodology, a framework built on three pillars: Valuable, Repeatable, and Teachable. It identifies eight value drivers that distinguish a sellable company from one that primarily functions as the owner's high-income job. By focusing on these drivers, owners can increase the transferable value of their businesses and position themselves for better outcomes, whether through a sale, employee ownership, or family transition.
Structured around six stages of an owner's journey—The Calling, The Training, The Crossroads, The Close, The Legacy Path, and The Champion Mindset—the book allows readers to start wherever their business currently stands. It includes practical tools such as a 24-week owner sprint, exit planning worksheets, and a glossary of exit-planning terms. These resources are designed to make the abstract process of exit planning actionable, even for owners who have never considered a formal transition strategy.
Conklin's credentials include CEPA and Certified Employee Ownership Advisor (CEOA) designations, as well as the Accredited Asset Management Specialist (AAMS) designation and Series 7 and Series 66 securities licenses. He serves as an Investment Advisor Representative at Hunter Street Investment Advisors, an SEC-registered investment advisory firm. His practice, Bizical Fitness, works with companies generating $900,000 to $15 million in annual revenue. He has advised owners on a range of exit structures, including stock sales, ESOPs, family transitions, and employee ownership arrangements.
The implications of Conklin's work extend beyond individual owners. As baby boomers continue to retire, millions of businesses will change hands in the coming years. Without proper planning, many of these transitions could result in lost wealth, shuttered companies, or job losses. By providing a structured approach to value optimization and exit readiness, Conklin aims to help owners preserve the legacy of what they've built and ensure it rewards them appropriately. "You built something most people would never attempt," Conklin writes in the book's introduction. "This book makes sure it's worth everything you put into it."
Business Strong, Beyond the Trap is available through major retailers and at bizicalfitness.com. The book is published by New York Publishing Labs.
