Recently, I've had several conversations where agency owners are brainstorming creative ways to reward members of their leadership team. Usually, this amounts to someone donning a new title—a manager becomes a director, or a director becomes a VP. Another option involves setting up a profit pool so people can share in the agency's success. A third, increasingly popular conversation is also cropping up: how to navigate the distribution of equity with new partners.
Partnership conversations allow agency owners to envision a future of collaboration—one where they can share the weight of decision-making and agency management. Such conversations usually focus on two points. These are current state (division of roles and responsibilities) and future state (goals and objectives). In reality, partners rarely discuss what happens when someone decides to leave the relationship. A buyout agreement is designed to fix this issue; it ensures that you and your partner(s) are prepared for the what-if situations that arise with business partnerships.
Under a buyout agreement, there are many what-if scenarios that could trigger the buyout of a partner's interest. Below are a few examples:
The buyout agreement ensures that when (not if) you encounter one of these situations, the other partners have a plan in place to continue running the business. One partner leaving the business should not mean the demise of your agency.
A buyout agreement, also known as a buy-sell agreement, is a contract between business partners that governs what happens when a partner leaves your agency in a what-if situation. The buyout agreement establishes a succession plan to instruct and remind everyone that there is a plan to handle the sale or buyback of an ownership interest. Buyouts are usually structured so that if a partner leaves, they cannot open a competing marketing agency within a stated period of time and/or they cannot approach former clients. The reality is simple: all business partnerships eventually come to an end, whether amicably or not. To be prepared, you must plan for these untimely situations before they happen by drawing up a buyout agreement.
As a best practice, you should aim to set up a buyout agreement when you create your partnership agreement. The buyout agreement can be part of the agreement itself, or a separate legal document. To begin establishing a partnership buyout agreement, the first step is conducting a business valuation. You will need to seek out an independent appraisal to assess the fair market value of your business. Valuing a partner’s interest is normally the most contentious part of a business buyout. You want to ensure that you have an updated (every two to three years) valuation, so no one feels cheated if a buyout agreement gets triggered.
A partnership buyout agreement is funded through installment payments. These can be derived from the assets of the business, or from the proceeds of an insurance policy.
Your partnership buyout agreement may exist as its own document, or as part of a partnership or operating agreement. Agency partnerships (or any co-owned business, for that matter) are not legally required to have a buyout agreement. However, going through the work of putting a buyout agreement in place, you must ensure that all agency owners sign the agreement. Remember that the buyout agreement should be updated in various situations. For instance, changes should be made if you believe the valuation may have shifted substantially, or if you bring new partners into the ownership structure. It is helpful to think of a buyout agreement as the business equivalent of a prenuptial agreement between you and your partners. Although you want the partnership to last forever, what-if situations can and will occur. In these cases, the buyout agreement instructs everyone how to handle the sale or buyback of an ownership interest with grace.
