Buyers don’t just invest in your numbers — they invest in your story.
And one of the most compelling story arcs in M&A?
“We’re riding a massive trend — and we’ve figured out how to win.”
When I sold Pepperjam, affiliate marketing was on the rise. Major retailers were waking up to performance-based channels. eCommerce was accelerating. And we positioned ourselves as the experts who could help large brands adapt.
We didn’t just grow revenue — we aligned ourselves with a macro movement.
That’s why GSI Commerce (and later eBay) came calling. They didn’t just see Pepperjam as a company — they saw it as a trend vehicle.
In this article, I’ll show you how to do the same. You’ll learn how to:
- Spot the trends M&A buyers care about
- Position your business as a trend-aligned investment
- Build narrative, data, and momentum to attract strategic attention
- Use trends to amplify value — not just visibility
Let’s break it down.
Why Trends Matter in M&A
Buyers — especially strategic acquirers and growth-focused PE firms — are always chasing what’s next.
They want to know:
- Is this market expanding or shrinking?
- Will this company be more relevant in 3–5 years?
- Are we entering or leading a trend curve?
- How does this acquisition future-proof our portfolio?
That’s why aligning your business with macro trends increases your perceived strategic value — and strategic value often trumps financial value.
Types of Trends That Attract Buyers
Not all trends are created equal. Here are five categories buyers watch closely:
1. Technological Disruption
Examples: AI, blockchain, automation, cybersecurity, IoT
Buyers want access to tech that enhances their offering or makes their current assets smarter, faster, or cheaper.
2. Consumer Behavior Shifts
Examples: DTC brands, subscription models, ethical sourcing, wellness
If you understand how people buy or behave differently — and you’ve adapted — buyers want in.
3. Regulatory and Policy Changes
Examples: ESG mandates, privacy laws, healthcare reform, ADA compliance
Founders who build in response to new laws — or help others comply — are often acquisition targets.
4. Demographic and Cultural Movements
Examples: Gen Z media consumption, remote work, DEI, aging populations
If you’ve built products or systems for emerging audiences, you have leverage.
5. Industry Consolidation and Roll-Ups
Examples: vertical SaaS, franchise roll-ups, agency aggregators
If your space is in consolidation mode, you can position yourself as a bolt-on or platform deal.
How to Spot Emerging Trends
You don’t need a crystal ball — you need a process. Here’s how I track trends that matter:
- Monitor industry-specific publications and newsletters
- Follow leading VCs and PEs on LinkedIn and X
- Watch what public companies are acquiring
- Attend conferences (even virtually)
- Track regulatory headlines and macroeconomic shifts
- Ask your customers what they’re planning for next year
At Legacy Advisors, we help founders identify where they intersect with trend velocity — and how to sharpen that narrative.
Case Study: How We Used Trend Positioning to Win
One of our clients in 2023 was in a relatively sleepy niche — on-premise inventory software for small distributors.
But they had just launched a cloud-based version, integrated with AI-driven demand forecasting.
We repositioned the company as part of the supply chain digitization trend.
The result?
- 4 strategic buyers requested meetings
- The CIM led with “Transforming SMB Distribution for the Cloud Age”
- The deal closed with a valuation 1.6x higher than initial projections
All because we moved the spotlight from what they sold — to why it mattered in the bigger picture.
How to Position Your Business as Trend-Aligned
Follow this framework:
Step 1: Name the Trend
Be specific and avoid buzzwords. Instead of “AI,” say “AI-driven decision support for logistics teams.” Instead of “remote work,” say “productivity tools for hybrid finance teams.”
Step 2: Map the Trend to Buyer Behavior
Why do buyers care about this trend? What does it unlock for them? Examples:
- Efficiency gains
- New market segments
- Lower customer acquisition costs
- Risk mitigation
- Strategic expansion into new verticals
Step 3: Show How You’re Capitalizing on It
Back it up with data:
- Revenue tied to trend-related offerings
- User adoption curves
- Enterprise customers aligned with that initiative
- Features, partnerships, or campaigns that validate momentum
Step 4: Make It Part of Your CIM and Pitch
Include a slide in your deck titled:
“Why This Company is at the Center of a Major Industry Trend”
Include a 3-year trend map, buyer behavior changes, and proof points.
You’re not just pitching a business — you’re pitching relevance.
In The Entrepreneur’s Exit Playbook
In my book, The Entrepreneur’s Exit Playbook (available here), I talk about the three lenses of value:
- Financial
- Operational
- Strategic
Trend alignment lives in the third bucket.
It’s the X factor that can push a 6x multiple to 8x — or more.
It’s how buyers justify the deal internally.
It’s how acquirers sell the vision to their board.
And it’s how founders like you create an unfair advantage.
Trend Alignment = Buyer Shortcut
Here’s something most founders don’t know:
Buyers are overwhelmed with options.
They’re evaluating dozens — sometimes hundreds — of companies at a time.
If your CIM leads with:
“We’re aligned with the biggest growth movement in our sector…”
…you just gave that buyer a shortcut. You saved them from needing to connect the dots.
You connected them for them.
That’s powerful.
Podcast Insight: Trends Create Context
On the Legacy Advisors Podcast (listen here), Ed and I often talk about how buyers need context — not just content.
Trends give them that context.
They answer: “Why now? Why this company? Why us?”
That’s what wins deals.
What if You’re Not Trend-Aligned Yet?
That’s okay. Here’s what to do:
- Add features or services that align with emerging trends
- Partner with trend-setters or create integrations
- Adjust your go-to-market messaging to reflect future positioning
- Launch a skunkworks or innovation lab initiative
- Gather customer use cases that align with macro movement
- Reframe internal ops to support ESG, AI, or compliance innovation
Sometimes you don’t need to reinvent your business — just repackage what’s already there.
Final Thoughts
Buyers want to feel like they’re buying tomorrow’s success — not yesterday’s news.
When you align your company with credible, data-backed, and strategically significant trends:
- You become easier to understand
- You become more desirable
- You become worth more
So ask yourself:
- What trends are shaping your industry’s future?
- Where do you already intersect with them?
- How can you prove it — and pitch it?
Riding trends isn’t about being trendy.
It’s about being inevitable in the eyes of a buyer.
That’s how you win.
Frequently Asked Questions About Riding Industry Trends to Boost M&A Appeal
Why do industry trends matter so much to potential buyers?
Buyers aren’t just buying a business — they’re buying future relevance. When a company aligns with a powerful trend, it signals long-term value, market demand, and growth potential. Strategic acquirers want to capitalize on momentum, not build it from scratch. Private equity firms look for portfolio companies that can ride waves, not fight currents. By aligning with trends, you position your business as future-proof — a compelling asset that de-risks the buyer’s investment. As Kris Jones shares in The Entrepreneur’s Exit Playbook, trend-driven positioning is often the key difference between average and premium offers.
How do I know if I’m actually riding a trend — or just trying to force it?
A real trend has measurable momentum in the market: news coverage, customer demand, investor activity, or regulatory impact. If you’re seeing increased inbound interest, launching relevant new products, or customers are asking for solutions tied to the trend — you’re likely on the wave. If you’re adding buzzwords like “AI” or “sustainability” with no changes in your operations or value delivery, it may be more of a stretch. The key is authenticity: can you prove your alignment with customer use cases, growth metrics, or partnerships that support the trend narrative?
How do I showcase trend alignment in my M&A materials?
Use your CIM (Confidential Information Memorandum) or pitch deck to include a dedicated section like:
“Strategic Positioning Within Emerging Industry Trends.”
In that section, highlight:
- The trend you’re capitalizing on
- The pain points it addresses for your customers
- Your traction and growth tied to that trend
- Market validation from competitors or industry shifts
- Why buyers should act now (timeliness of the trend)
This helps buyers connect the dots quickly and justifies a stronger multiple.
What if my business doesn’t clearly align with any trend right now?
Start with a repositioning audit. You may be closer than you think. Many businesses already intersect with trends like digitization, automation, or sustainability — they just haven’t articulated it. Consider refining your marketing language, evolving your product roadmap, or forming strategic partnerships that give you exposure to hot sectors. You can also test new offerings or pilot programs that better align with what’s gaining attention in your market. As Kris notes in the Legacy Advisors Podcast, buyers don’t expect you to be trend leaders — they just need you to show you’re not trend laggards.
Can riding a trend help increase my valuation during an M&A process?
Absolutely. Trend alignment plays into the “strategic value premium” — buyers often pay above-market multiples for companies that help them tap into a new space, future-proof their portfolio, or gain early access to an emerging opportunity. We’ve seen founders who were only marginally larger than their peers command significantly better deals simply because they positioned themselves at the center of a trend buyers were actively pursuing. The narrative shapes how buyers perceive your potential — and that perception shapes your exit outcome.