For Sale: How to Pass on Your Legacy?
Building a business isn’t for the faint of heart.
Ask any entrepreneur, and they’ll comment on the sleepless nights, the hustle, the stress, the sweat and tears that are poured into establishing an entity. Hopefully, they’ll also share the pride, joy, and triumph that comes from a dream steadily transforming from an idea into reality.
For many owners, like Diane and Chef Brian of Arabica Café, their business is their baby: Something created out of nothing, brought into existence out of passion and hope.
So when it came time for Chef and Diane to retire, they were at a loss.
How would they find someone who would care for Arabica as they did?
Who would understand the effort, love, and attention to detail that went into every facet, from each cinnamon cyclone down to the sparkling bathroom floors? They knew it was time for Arabica to flourish under someone new, but they didn’t know where to begin the search for its next owner.
Frustrated with the selling options available to them, Chef and Diane phoned ColorWord Creative.
“With the right owner, we’re certain Arabica will be an Elgin fixture for decades to come,” Diane told us. “We just need to find that exceptional person.”
Circumventing the typical sales routes, we crafted a sales kit for Chef and Diane, designed to entice their ideal buyer.
The result was a 12-page book for interested buyers, a social media campaign strategy, palm cards, and an article for the local paper. We composed each word, shot each photo, and designed each piece specifically to entice the café’s ideal new owner through a reflection of Chef and Diane’s love of Arabica and ensure their legacy is passed to the right hands.
“It’s a special place, and it’s brought so much joy to us, our staff, and our community,” Diane said. “But it’s time for Arabica to bring joy to someone new.” (The Stantons have big plans to retire in sunny Vegas.)
To date, the press release has been published, the books printed, and the campaign is about to start a second run on social media. Several interested parties have inquired, taken tours, and started exploring finance options, but we’re still waiting for that perfect person to tie on an apron and fire up the espresso machine.
