Point B Communications

Founded in 1974 and based in Chicago, Point B Communications is a leading brand strategy and performance marketing agency. Point B Communications set out with a clear mission: to transform travel, destination, and hospitality marketing through its extensive expertise. Starting with a focus on moving people to diverse locations and experiences, the agency applied its deep understanding of consumer behavior to drive client success. Over the years, Point B has consistently delivered practical, results-driven strategies that encourage people to buy, dine, relax, stay, and experience new opportunities, achieving impressive outcomes and forging a strong reputation in the industry.

Inside the Enterprise: Who Is Point B Communications?

Point B is a nimble agency known for its hands-on, results-oriented approach rather than flashy perks or creative pretensions. The team focuses on thorough research, listening, and understanding to create a compelling blend of data, insights, and intuition. This methodology transforms client offerings into engaging experiences that captivate and move customers, embodying the Point B ethos of delivering impactful results and connecting people from point A to point B.

Founder’s Motive: The Why Behind the Sale

As the President of the company, Rob Grusin saw a great chance for both personal satisfaction and business growth by planning his exit. With retirement on the horizon, he was motivated to ensure that his legacy continued through a transition that would scale the business and reward his trusted team. By seeking a buyer who could not only take over his role, but also share equity with two other key leaders, Rob aimed to provide a foundation for continued success and innovation. This move promised to enhance the company’s trajectory and support the professional development of its emerging leadership.

Founder’s Vision: Criteria for the Perfect Acquisition Fit

Rob and Point B were seeking a buyer to embrace the 25 full-time employees, as well as continue to build and expand the business. They were on the lookout for a visionary leader with the capital and ambition to elevate the company to new heights and drive its growth and scalability. Equally important, Rob and his team were eager to find a buyer who would provide a nurturing and promising new home for their dedicated staff. The goal was to ensure that the company’s valued employees would thrive under new leadership, contributing to the ongoing success and evolution of the business.

Setting the Stage: Preparing Point B for Acquisition

In preparing to take Point B to market, Merge conducted an exhaustive analysis of every intricate detail of the company. It was crucial to represent the finances in a clear and comprehensible manner that would be easily digestible for potential buyers. To ensure a smooth transition, Merge worked closely with Rob to prepare him for buyer-seller conversations, helping him articulate his vision and what he sought for his team. This collaborative effort aimed to present Point B in the best possible light while aligning with Rob’s goals and expectations for both the company and its employees.

Attracting Suitors: Strategic Marketing of Point B for Acquisition

Merge’s dedicated Point B deal team crafted a prospectus that meticulously outlined Point B’s financial performance and notable achievements. It was essential to emphasize their impressive track record, including an average client tenure of seven years and a robust management team with an average tenure of fourteen years. The stability and experience of the management team, who are eager to remain with the company, were highlighted as key selling points, showcasing their capability to effectively lead the business and ensuring a smooth transition for potential buyers.

Sealing the Deal: Perfect Matchmaking with the Ideal Buyer

The search for Point B’s ideal buyer reached a successful conclusion with the arrival of Joe Soelberg from Oak Tree Group. Joe, who already managed several marketing agencies, was eager to expand his portfolio and cross-sell to foster growth at Point B. This partnership was a strong match due to the natural synergies between Point B’s established presence in Senior Living and Hospitality and Joe’s existing industry connections. Additionally, Joe’s willingness to integrate two of Point B’s key leaders into the business with equity they hadn’t previously held made the deal even more attractive. His approach ensured a seamless transition while aligning with Point B’s strategic goals and enhancing the company’s future prospects.

Unlocking Synergies: Positive Impacts Post-Transaction

Following the acquisition, the synergies between Point B and Oak Tree Group quickly became apparent. Joe Soelberg’s extensive network and expertise in marketing facilitated seamless cross-selling opportunities, leading to accelerated growth for Point B. Moreover, the decision to retain two of Point B’s key leaders and grant them equity proved highly effective. Their continued involvement provided stability and continuity, while their new equity stakes further motivated them to drive innovation and success within the company. Overall, the acquisition not only enhanced operational efficiency but also paved the way for a dynamic and prosperous future for Point B.

Finding a New Home: The Merge Difference

The successful acquisition of Point B and its subsequent growth couldn’t have been achieved without Merge’s pivotal role in the process. Merge leveraged its extensive network to connect Rob with a diverse range of potential buyers, ensuring that he had a thorough understanding of his options. This comprehensive exposure allowed Rob to carefully evaluate each offer and ultimately feel confident in selecting Joe Soelberg from Oak Tree Group. Merge’s expertise and strategic approach were crucial in facilitating meaningful conversations and guiding Rob through the decision-making process, making it possible for him to accept an offer that was not only the right fit for Point B but also aligned with his vision for the company’s future.