Five options, each a different layout. Pick one number and use that option's banner, headline and Featured tile together. Every option points to your EBITDA Add-Backs list with the keyword “ADDBACK”, the word you already used in your 20 July post. It's a DM word, not a comment, so owners can ask privately. Each banner is shown at real phone size too, so you can see it reads.
I help AU/NZ MSP owners sell, and I bring my own capital | 20 years building MSPs, 4 rollups | 11 deals in 18 months, $350K to $40.2M | CEO, Sonnabend Capital | DM "ADDBACK"
This is the real size on a phone. Every word is readable.
I ran a $40.2M Sydney MSP sale at 7x EBITDA, 80% cash | I sell MSPs for AU/NZ owners, and sometimes buy them | 11 deals in 18 months | CEO, Sonnabend Capital | DM "ADDBACK"
This is the real size on a phone. Every word is readable.
Clean exits for AU/NZ MSP owners, with no retrades | 11 MSP deals in 18 months, $350K to $40.2M | 20 years building MSPs, 4 rollups | Registered Business Valuer | DM "ADDBACK"
This is the real size on a phone. Every word is readable.
The add-backs a buyer will accept when you sell your MSP | Registered Business Valuer, CPBB | 11 AU/NZ MSP deals in 18 months | CEO, Sonnabend Capital | DM "ADDBACK"
This is the real size on a phone. Every word is readable.
Selling your MSP in the next 1 to 3 years? I get you ready | 20 years building MSPs, 4 rollups | 11 deals, $350K to $40.2M | CEO, Sonnabend Capital | DM "ADDBACK"
This is the real size on a phone. Every word is readable.
Send it to anyone who likes your posts, views your profile, or has just connected. Swap the highlighted bits for each person.
Hey [FIRST NAME], I'm about to head out the door to [WHERE YOU'RE HEADED], so I thought I'd send this quickly before I forget.
I saw you [liked my post about TOPIC] (or: thanks for connecting!), so I wanted to properly introduce myself.
I'm Michael. I run Sonnabend Capital. I sell MSPs for Australian and NZ owners, and sometimes I buy them myself. When I do, I tell you upfront.
I had a look at your profile and your website, and you reminded me of [CLIENT NAME], an owner I was just on a call with.
[He/She] had one number in [his/her] head. The buyer had another. [RESULT].
What makes the difference is reading your P&L the way the buyer's accountant will, before they ever see it. Your accountant built it for the ATO. The buyer rebuilds it. On a 3x multiple, $200K of add-backs nobody claimed is $600K left on the table.
It's taken me 20 years building MSPs, 4 rollups and 11 deals in the last 18 months to get this right.
Right now we've got an offer where, if our family office ends up being the buyer, your assessment fee is credited against the deal.
As you can imagine, the retrade isn't a big fan of us haha.
Anyway, I really have to go or I'll be late.
Happy to walk you through how a buyer would read your numbers. I've got [TIME 1] or [TIME 2] free tomorrow?
If not, no biggie. Happy to just send you my EBITDA add-backs list instead. Always private.
Nice to meet you!
Cheers,
Michael
See your MSP the way the buyer's accountant will, before one ever sees it.
Format: Private and off the record. Up to 8 owners, 90 minutes over lunch, in person in [CITY], with a Zoom run for NZ and regional owners. First names only. No list shared.
What it covers:
Why this workshop: All three are your own deals from your posts (10 Aug, 11 Aug and 20 Jul 2026). The Geelong one is the same story as your ADDBACK list, so the list and the lunch point the same way.
If you've chatted with them before, open with: "Hey {First name}, I remember we were chatting about [X] at [WHERE]."
[SQUARE BRACKETS] = you fill it in. {Curly brackets} = fills automatically. The first two messages only ask if they'd like to come. Only the last one has the link.
Send to: most owners. Anyone whose accountant keeps the tax bill down (that's nearly all of them).
Hey {First name}, I know this is a bit random.
I'm hosting a small private lunch for a handful of MSP owners in [CITY] on {Day + date}, walking through exactly how a Geelong owner found $200K of add-backs in the P&L he sends the ATO, and put $600K on his price.
Would you like to come?
Send to: owners with a hospital, council, school group or other anchor client you can see on their site or case studies.
Hey {First name}, I know this is a bit random.
I'm hosting a small private lunch for a handful of MSP owners in [CITY] on {Day + date}, walking through how one client at 34% of revenue cost a Townsville owner $334,400 on his multiple, and why the fix starts years early.
Would you like to come?
Send to: owners in a patch where a rollup or bigger MSP has been buying, or who've posted about "interest" in the business.
Hey {First name}, I know this is a bit random.
I'm hosting a small private lunch for a handful of MSP owners in [CITY] on {Day + date}, walking through why a $4.2M "friendly" offer from a bigger MSP was worth $4.9M to $6.3M with more than one buyer at the table.
Would you like to come?
An example of 1B with every slot filled: Dave runs a 25-person MSP in Parramatta, his site shows a hospital group as the lead case study, and you met him at an MSP meetup in March.
Hey Dave, I remember we were chatting about the hospital group renewal at the MSP meetup in March.
I'm hosting a small private lunch for a handful of MSP owners in Sydney on Thursday 22 October, walking through how one client at 34% of revenue cost a Townsville owner $334,400 on his multiple, and why the fix starts years early.
Would you like to come?
Pick the problem closest to theirs: "one client being a third of his revenue", "a P&L built for the ATO, not for a buyer", "an offer from a bigger MSP he can't tell is real", or "a business that can't run 8 weeks without him".
Hey {First name}, I was chatting to an MSP owner in [CITY] who's stuck on [PROBLEM], and it reminded me to reach back out.
Keen to come?
[ONE THING] matches the variant: 1A "which add-backs a buyer's accountant will accept, and which ones they'll strip out"; 1B "how a buyer's analyst prices your biggest account"; 1C "what a real process does to a single offer".
Hey {First name}, I swear this is my last message haha.
It'll be a room of [SEATS] MSP owners on {Day + date}, and we'll go deep on [ONE THING].
Everything stays in the room. First names only.
If you'd like a seat, you can book here: [LINK]
Once I see you've booked, I'll give you a quick call so I can hear what you'd most like to get out of it and run you through the kind of shops in the room.
And if you're snowed under, just let me know and I'll reach out for the next one.
Awesome, I'd love to have you there! Here's the link: [LINK]
Do you have 5 minutes at [TIME] or [TIME] today? I'd love to run you through the format and the kind of owners coming. No names, that stays private.
Swap in the 1A, 1B or 1C case-study line.
Subject: Your private invite: MSP owners lunch, {date}
Hi {First name},
I know this is a bit random.
I'm hosting a small private lunch for a handful of MSP owners in [CITY] on {Day + date}, walking through exactly how a Geelong owner found $200K of add-backs in the P&L he sends the ATO, and put $600K on his price.
Would you like to come?
Cheers,
Michael
Subject: Re: Your private invite
Hi {First name},
I was chatting to an MSP owner in [CITY] who's stuck on [PROBLEM], and it reminded me to reach back out.
Keen to come?
Cheers,
Michael
Subject: Last one from me
Hi {First name},
I swear this is my last email about it.
It'll be a room of [SEATS] MSP owners on {Day + date}, and we'll go deep on [ONE THING].
Everything stays in the room. First names only.
If you'd like a seat, you can book here: [LINK]
Once I see you've booked, I'll give you a quick call so I can hear what you'd most like to get out of it and run you through the kind of shops in the room.
And if you're snowed under, just let me know and I'll reach out for the next one.
Cheers,
Michael