Private Deal Sell Side F&B
Background
'Tongtonge', a rapidly growing dessert cafe brand with a nationwide presence in Korea, recorded annual revenue of KRW 15 billion in 2023. The company initially engaged MOMENS to accelerate growth through capital raising.
Client Needs
As multiple initiatives—including overseas expansion and product development—advanced rapidly, minimizing time to closing was critical to maintain management focus.
It was essential to design a deal structure that would not interfere with ongoing negotiations with strategic partners.
Overview
This deal demanded both speed and structure. We initiated substantive negotiations with the buyer within just one week of engagement and successfully closed the deal in two months. We ensured the buyer’s goals aligned with the company’s brand heritage, enabling successful post-merger integration.
Key Actions
1. Engaging with 15+ Potential Buyers Within One Week
- Focused outreach to consumer goods investors to accelerate deal closure
- Leveraged sector expertise in the F&B industry to pinpoint critical due diligence areas, thereby shortening the advisory period
2. Prompt Preparation of Marketing Materials
despite lack of Organized Documentation
- Created a comprehensive Information Memorandum (IM) from scratch, as no documented key information was available
- Concentrated internal efforts to finalize documentation—including business overview and financial data structuring—within one week
3. Pre-Aligning PMI Process
- Built consensus among stakeholders to create a shared vision of the company
- Facilitated early discussions between the seller and the buyer on critical post-deal issues, such as personnel planning and capital commitments
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