Guiding Entrepreneurs Through Their First Transaction
Practical, battle-tested advice for lean diligence, structuring, negotiations, and closing quickly with confidence.
I help entrepreneurs navigate the complexity of their first deal, from structuring, diligence, investor relations, and buyer/seller dynamics
Where Entrepreneurs Get Stuck (And How I Help)
❌ “My investors aren’t responding fast enough to my questions; their answers are vague. Can you help me with X”
❌ “I feel unsure about parts of this part of the deal process, but don’t want to look inexperienced”
❌ “My investors are dragging their feet on PRNs, my deal might die. What are my options?”
❌ My cap table keeps passing on my LOIs, I’m running out of time. I need to plan on next steps. I don’t want to burn bridges
❌ My investors are telling me two different things — how do I get alignment and clarity?
❌ I’m having trouble navigating negotiating my searcher compensation.
❌ I’ve been let go as a search CEO or shutting down my search. I don’t know what to do next.
The High-Stakes Questions Searchers Bring Me
💬 “Based on lender feedback, I’m worried I’m overpaying — how do I adjust without killing the deal?”
💬 “How much equity can I expect with this structure; how much should I offer investors”
💬 “I have a $2M gap on a $10M raise with 30 days to close. What are my options?”
💬 “The lender just passed on my LOI, what do I do next?”
💬 “The seller countered with a $4M purchase price, but I can only really do $2.8M, is how can I close the gap without killing the deal?”
💬 What’s the downside if I close this deal as it stands — and am I ready to live with it?
💬 “What should my considerations and approach be when forming my board? No one seems to have capacity”
💬 “I’m moving from traditional search to self-funded or independent sponsor — how do I get up to speed fast?“
a partnership that gives you confidence, clarity, and downside protection during the first real vulnerable part of your first transaction (pre-LOI to closing)
M&A Advisor for Search Fund Entrepreneurs (LOI to Close)
- Structuring advice for LOIs, and Debt Financing
- Negotiation coaching with brokers, sellers, lenders, investors
- Investor relations support and board composition— alignment, cap table guidance, red flags to watch out for and best practices
- Diligence guidance on a lean budget— what matters, what’s noise
- Advice on forming your board
- Advice on structuring and negotiation your compensations
- Tips on what to look out for and what to include in your operating agreement to protect your downside
(at no cost!) If you are a PE CEO that has been let go suddenly, or a Searcher about to shut down their fund in the next few months and want to know what’s next, I’m here for you. Call me, no charge, I want to give you the advice that I wish I had
Per LOI package: $1,500
Optional Retainer: $500/month to have me alongside you throughout search + LOI. 2 strategy sessions per month through the search + advisory support through every LOI. My goal is to get you from launch to deal close within 14 months, and I’m proud of the track record I have doing that for searchers so far
What I do:
✅ Provide clear, tactical advice so you can move with confidence
✅ Give you a safe space to ask the “embarrassing” or tricky questions you don’t want to take to your cap table. Everything we discuss is confidential
✅ Help you structure and negotiate smart LOIs, term sheets, and deals
✅ Connect you to the right diligence providers, lenders, and advisors for your specific deal so you can run an efficient, lean process without sacrificing quality
✅ Review and provide feedback on 3rd party diligence results and your CIM + Model
✅ Help you navigate challenging situations and discussions with sellers, lenders, and investors
What I don’t do:
❌ Run diligence for you or “sign off” on a deal
❌ Act as your attorney, CPA, or formal agent. I have plenty of incredible, experienced professionals in my network. I will connect you with a few that make sense for your deal when you work with me
❌ Write your CIMs, teasers, or marketing materials
❌ Lead fundraising or guarantee capital. I can point you to sources that do that professionally
❌ Serve as broker or intermediary sourcing deals. I know those that can help you with this too that I can direct you to
Real experience. Real impact. From someone who has sat in your seat.
👉 I’m Hereford Johnson, your big brother on your deal team — giving clear, tactical guidance so you can move with confidence. I work with max 4 individuals with LOIs per month, because I want my focus to be around you winning. I don’t outsource anything, it’s me jumping in the trenches along side you.
Yes, sometimes I’ll tell you the deal doesn’t make sense — that you’re missing red flags, or if you make this move, you’ll be burning the boats. But if it’s right for you, I’ll help you structure it smartly and get it across the finish line.
I don’t have any incentive to BS you – I’ll tell you where I can and can’t help, and if I can’t, I likely know someone who can.
💡 Work with me to pressure-test deals, negotiate, and close with clarity — no judgment, just practical support.
Why I can help:
- Since 2021, I’ve helped numerous entrepreneurs buy their first business, from raising their search through close. I also voluntarily spent months of my life working side by side with small business owners
Launched my first search fund in 2022, acquired two healthcare platforms in a $20M deal, and navigated complex integrations. To close my first deal, I closed a $2M equity gap and hired a CFO pre-close within 2.5 weeks
Transitioned to self-funded search + independent sponsor — closed a facility services business I own 100% within 3.5 months, lean budget.
Closed investor groups on a $35M LOI in 2 weeks; secured SBA approval on a $5.5M deal I ultimately killed in diligence.
Known in the ETA community for giving generously — ask 20 searchers or investors and you’ll hear the same: “Hereford genuinely wants you to win.”
Unwavering commitment to support entrepreneurs
Hereford impressed me with his integrity, character, and entrepreneurial drive. These qualities have only become more evident with time, as he has consistently demonstrated the rare combination of skills and attributes essential for excelling as both a business and community leader.
Invaluable addition to any organization
Hereford is a values-driven leader with an incredibly high capacity to make things happen. His entrepreneurial energy helps him scale any organization, team, or venture he joins
Humble, hungry, smart
Hereford, without question, has the X factor that so many science minded people lack. His drive for improvement coupled with his excellent people skills give him natural talent as a leader, mentor, and innovator. His ability to take criticism and learn from all places means that he is also the ideal candidate to take on new projects and help them evolve over time
