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How to Get Your Employees to Care as Much as You

In 2009 Natalie Nagele and her husband, Chris, launched Postmark to help businesses deliver emails to their customers quickly.

A decade in, Nagele had grown the company to around 40 employees, which was when she began feeling burned out.

The pull to explore new interests was the catalyst to accepting a life-changing acquisition offer from Active Campaign in 2022.

In this episode, you’ll learn how to:

  • Develop passionate employees that care about your company.

  • Create raving fans that refer their friends.

  • Decide when it’s time to sell.

  • Distinguish between serious burnout and normal fatigue.

  • Create a list of demands for an acquirer when selling your business.

  • Think in decades when making big decisions.

  • Establish a positive relationship with your acquirer.

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More About Natalie Nagele

As CEO and Co-Founder of Wildbit, Natalie Nagele is committed to proving you can grow a profitable company while prioritizing people. Self-funded and remote since 2000, she led the creation of multi-million dollar products while focusing on the belief that businesses are designed to support human beings.

Growing the company to 40 employees supporting multiple products for developers, Wildbit accepted an asset acquisition offer from ActiveCampaign for two of their products and closed the deal in mid-2022.


Churn: Churn is a measurement of the percentage of accounts that cancel or choose not to renew their subscriptions. A high churn rate can negatively impact Monthly Recurring Revenue (MRR) and can also indicate dissatisfaction with a product or service.

Churn is the measure of how many customers stop using a product. This can be measured based on actual usage or failure to renew (when the product is sold using a subscription model). Often evaluated for a specific period of time, there can be a monthly, quarterly, or annual churn rate. Source.

Earn-out: Earnout or earn-out refers to a pricing structure in mergers and acquisitions where the sellers must “earn” part of the purchase price based on the performance of the business following the acquisition. Source.

Due Diligence: Due diligence is an investigation, audit, or review performed to confirm facts or details of a matter under consideration. In the financial world, due diligence requires an examination of financial records before entering into a proposed transaction with another party. Source.

LTV: CAC Definition: The Customer Lifetime Value to Customer Acquisition Cost (LTV:CAC) ratio measures the relationship between the lifetime value of a customer and the cost of acquiring that customer. The LTV:CAC ratio is calculated by dividing your LTV by CAC.

Letter of Intent (LOI): A letter of intent (LOI) is a document declaring the preliminary commitment of one party to do business with another. The letter outlines the chief terms of a prospective deal. Commonly used in major business transactions, LOIs are similar in content to term sheets. One major difference between the two, though, is that LOIs are presented in letter formats, while term sheets are listicle in nature. Source.


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