The Real Story Behind a Successful Sale: Lessons from NetEffect’s Transaction Journey

By Dr. Aaron Mahl, EVP Business Development, iTValuations

When you think about selling your business, it’s easy to focus on the technical pieces: valuation, legal paperwork, LOIs, and due diligence checklists. But what often gets overlooked is the very human story behind the transaction. The fears, the excitement, the uncertainty—and ultimately, the transformation.

That’s why I loved hosting our recent webinar, My Transaction Story: The NetEffect Journey. David and Shelly Rounds, co-founders of NetEffect, generously opened up about their experience selling their business after 23 years of ownership. Their story offers some incredible takeaways for any MSP owner thinking about the future—whether that means selling, scaling, or simply preparing for what’s next.

1. The Decision to Sell Was Years in the Making

When David and Shelly began preparing their business, selling wasn’t even on the table. They were getting ready to accelerate growth, possibly through acquisition. But during a routine valuation process with iTValuations, the conversation shifted: what if they sold instead?

They had already done much of the hard work—tightening operations, building out financial documentation, implementing scalable processes, and growing recurring revenue. In hindsight, that early prep made all the difference.

2. It’s About More Than the Financials

NetEffect’s numbers were strong, but that’s not what drove the final decision. For David and Shelly, it came down to two things: risk mitigation and quality of life. Cybersecurity threats, economic shifts, and the weight of carrying a business alone for two decades had taken a toll.

They realized that having a partner could not only ease the burden but also unlock new opportunities for their team and clients. “We didn’t want all our retirement in one basket,” Shelly shared. Selling allowed them to de-risk—without walking away.

3. The Emotional Journey Is Real

One of the most powerful parts of our conversation was hearing them describe the emotional rollercoaster. “We couldn’t eat regular food for two days,” David said. “Just charcuterie and alcohol.”

Every seller has their “wait-a-minute” moment—the one where the gravity of the decision sets in. For David and Shelly, it was the LOI. They had multiple great offers, but each had different implications for their clients, staff, and legacy. That’s why we helped them build a rubric to evaluate each buyer—not just by price, but by cultural fit, operational philosophy, and vision.

4. Pick a Buyer Who Energizes You

Both David and Shelly went into the process feeling weary. But by the time they selected a buyer, they were re-energized. “It felt like we had a partner who could help us grow in ways we never could alone,” David said. Shelly, who originally planned to exit right after the deal, was so inspired by the new direction that she chose to stay involved in the business.

5. Post-Close, the Work Doesn’t Stop

After the celebration and the (much-deserved) vacation in Puerto Vallarta, reality set in. Integration work begins immediately, and the pace doesn’t slow down. “You’re still running a business, just with new expectations,” David noted.

The good news? With the right partner, that work feels collaborative—not burdensome. “My new boss feels more like a peer and mentor,” he said. “It’s all about picking the right company.”

Final Thoughts

This isn’t just a story about a successful transaction—it’s a masterclass in intentional preparation, personal clarity, and thoughtful decision-making. David and Shelly did what every MSP owner should: align their company with long-term goals, seek expert guidance, and never lose sight of their values.

At iTValuations, we’ve helped hundreds of owners navigate these crossroads. If you’re considering whether to build, buy, or sell, we’d love to help you think it through—no pressure, no commitments. Just a conversation.

Because as we often say: the success of a transaction isn’t measured the day the deal is signed. It’s measured a year later—when you’re living the future you envisioned.

Let’s talk about your future.