Could buying an established business give you more control over your future, even when the bank initially says no?
If you're exploring how to buy a business, Jenny Johnston shares how she secured acquisition financing after reworking her projections and business case.
In this episode of The Bootstrappers' Breakfasts™, Geeta Sidhu-Robb speaks with Jenny about her move from corporate marketing to becoming CEO and owner of Azure Communications, an Irish print, packaging and marketing business.
Jenny joined as CEO in 2023 through an earn-in agreement, then realized that growing the company was also increasing the valuation of the business she wanted to buy. She completed the acquisition in 2024, using bank debt and deferred consideration payable to the original founders, without venture capital.
The first bank rejection became a learning opportunity. Jenny explains how achievable financial projections, historical performance, repayment capacity and expert support helped her present a business case lenders could back. Under her leadership, turnover returned from approximately €3–3.5M to €5M.
For female founders considering buying an existing business, her experience opens up another route to ownership: building on established customers, systems and a team. She also shares the realities behind greater autonomy, including hard work, family support and choosing how to spend her time.
ABOUT JENNY JOHNSTON
Jenny Johnston is a marketing leader and strategist who became CEO of Azure Communications in 2023 and completed its acquisition in 2024. In this conversation, she shares her experience of business acquisition financing, growth and female business ownership.
Website: https://www.azurecomm.ie/
LinkedIn: https://ie.linkedin.com/in/johnstonjenny
Instagram: https://www.instagram.com/jennyjohnston.oneill/
