What should go into an introductory one-pager? Business Owner vs. Broker

October 03, 2025

by a searcher from The University of Michigan - Stephen M. Ross School of Business in Portland, OR, USA

Hello again friends, What are the key elements or information that should go into a simple introductory document to be sent to business owners? or brokers? My goal would be to get a business owner thinking about selling their business to me and open to further communication. For brokers, the goal would be to have them consider me a viable buyer for some of their best businesses before they go public with them. Are these the right objectives? What are some good formatting tips for such a document?

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Reply by an intermediary
from Tufts University in Pleasanton, CA, USA

As an M&A advisor, I can say that preparing a clear one- or two-pager covering your background, acquisition criteria, financial capacity, and timeline makes a big difference. It immediately sets you apart from casual inquirers and signals to sellers and brokers that you’re serious. The real benefit is that it draws their attention and makes them more open to considering you as a credible buyer.

Reply by a searcher
from University of Washington in Seattle, WA, USA

For brokers it's pretty simple, usually a few sentences. I always introduced myself over email. Your goal, brief background, how you're financing the deal (self-funded or traditional), and your criteria. Typically they'll follow up if they have questions. If you have a website you can reference that lends some credibility. I never had a broker ghost me because of my greeting. Quick example: Hi there, I'm X - reaching out to you with interest in Deal Y. I'm a self-funded searching looking to purchase a business as the owner/operator. My background is in [this industry doing this]. I'm looking for businesses that fit [this criteria]. Deal Y is interesting to me because [this reason]. Please [send me and NDA, let me know if there are similar deals that might meet my criteria, add me to your mailing list etc.]

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