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David Fennell Headshot

David Fennell - Kent Social Care Professionals

After experiencing a private equity buy-and-build process, David Fennell started out on a brand-new venture. The result? A business built for sale.

Like many business owners and entrepreneurs, David Fennell used his experience as an employee to shape his own company. His sector expertise and deep knowledge of the marketplace proved instrumental in the establishment of Kent Social Care Professionals, a specialist provider of domiciliary care services and social care recruitment across Kent, South-East London and Surrey, with an additional branch in Scotland.

“My background is in recruitment, including care at home, complex care and social care recruitment,” David tells us. “It is the kind of sector that I have worked in for most of my career: getting the right people to the right place at the right time, with the correct skills and training.”

“I learned a key principle: develop a business well, and then sell it.”

As a senior executive, David was at the sharp end of decision making: “Between 1997 and 2005, I was running a company that was private-equity backed. This was a formative lesson. What struck me about working in that environment is that you wouldn’t necessarily be with the business forever. I learned a key principle: develop a business well, and then sell it on to somebody else.”

“I realised that there was a defined timespan for the investment, at which point the investors would want to get out, move on and do another project. I thought that I could probably do something like that myself.”

These learnings proved instrumental when David established Kent Social Care Professionals, with the express intention of selling it. “In 2006 I set up my company. I thought, ‘Maybe I’ll be with this three years, five years, seven years…’ As it turned out, it was nine years, and it kept on snowballing! We kept on winning new contracts and growing – it was the thrill of the chase. It was very satisfying to see this thing I created growing so much. But all the time, I knew I’d have to let go at some stage.”

“We were in the position where I knew we were very attractive in terms of market share.”

Taking the big decision

Many entrepreneurs choose to sell for personal reasons – a change of lifestyle, or to pursue other interests. David, however, saw that the continued commercial success of his business gave it clear appeal in the marketplace. “We won a big contract that put us in a strong situation in terms of market share in our part of the country, which I knew would make us a very good add-on to an acquirer who didn’t have that geographical cover. We were in the position where I knew we were very attractive in terms of market share.”

David’s previous experience here was key: “The sale in 2005 showed me a lot about the process of finding a sales agent, finding a buyer, and the steps that you have to go through before you can complete the sale successfully.”

He saw the signs of a business ready to push on to a new level, and that was what drove him to appoint BCMS and find a potential acquirer.

“I was very pleased with the way we were winning and mobilising new contracts and I thought, we’re on the front foot, so if the process of selling didn’t work out for whatever reason, we would still be in a good place. We weren’t desperate to sell and it wasn’t a forced sale.”

But, as David explains, no matter how well prepared you are as a business owner, the challenge of selling a business while continuing to run it successfully is a tough one…

“That was the most stressful thing, because at the same time I was going through all of the negotiation and, latterly, due diligence, which was very, very rigorous. We were winning more contracts than ever, which meant there was an awful lot to do.”

With BCMS, David prepared and developed the key marketing messages for the business; what he calls “our selling proposition”.

“We were very well prepared by BCMS, thanks to the work done on the Information Memorandum [a document that details all the benefits of acquisition] and then some coaching sessions [the ‘Dry Run’ negotiation training BCMS offers to all clients]. Obviously, you’ve got the adrenaline of meeting people for the first time, but even so, we’d got our ducks in a row. We had got our head around what our selling proposition was.”

Looking back, looking forward

Having approached his own sale so pragmatically, what advice would David give to other business owners looking to sell?

“I think that when you start you need to have your exit plan in the back of your mind. If I was to be allowed one other piece of advice, it would be: use an experienced advisor. Many entrepreneurs think they are self-reliant; they’ve done everything on their own without anybody else’s help and so why would they need an advisor? My view is that a sales agent who does nothing but this sort of thing, helping people through the process, is essential. For me, the advice and support was indispensable, and I couldn’t have done it without BCMS.”

Often business owners worry that some part of their identity will be lost when they sell up. David offers his personal perspective: “It is different in the sense that I have nothing more to prove, I’ve been there and done that, and had a successful outcome.”

David is fully retired now, and enjoying life after sale. It’s been a major change, as he explains: “We’ve moved from Kent, where everything is very busy, to a quiet little fishing village on the north Norfolk coast. Life is wonderful; just being part of the community there and making new friends. It’s an absolute delight not to have the pressure. After that, I might look for a non-executive role, and who knows?

“But I don’t feel under the kind of pressure that I did in the past.”


Company name
Kent Social Care Professionals
Maidstone HQ, four national locations
Business activity
Healthcare recruitment
Annual sales
c.£7m (2014)
Reason for sale
Business growth
City & County Healthcare Group
Kent Social Care Professionals