ABOUT

TruWater was founded by Hattie Marsden, a seasoned M&A advisor with over a decade of experience specializing in B2B Software and Services. TruWater provides expert guidance to companies navigating the complexities of growth, investment, and M&A sell-side and buy-side transactions.

Hattie’s career includes time at Boston Consulting Group (BCG), where she worked closely with top-tier financial investors like Warburg Pincus and Temasek, and at Deloitte supporting corporates on the value realisation from >$500m+ transactions.

This experience gave her unique insight into the motivations and strategies of these major players, as well as a deep understanding of how to create value in high-stakes M&A transactions.

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FAQ's

1 / How do you charge?

For build projects, TruWater Advisory charges a fixed fee.

For work supporting founders to sell their company, or supporting investors to buy a company, compensation is made up of a process fee (charged each month) and a closing fee linked to the value of the transaction.

2 / What size of clients do you work with?

For build projects, we work with clients of any size. For sell projects, clients typically have an EBITDA of US $ 0.75m-5m.

3 / How long will it take to sell my company?

It depends; we aim for deals to take 6 months, but they can take up to 12 months, particularly if there are multiple parties that want to meet with you.

It typically only takes 3-4 months to get comfort that a transaction is likely to happen, with the rest of the time focused on finalising a price, allowing due diligence to occur and aligning on detailed commercial and legal protections. There’s no commitment to extend a process beyond this timeframe.

We aim to balance quality and speed while ensuring the deal doesn’t distract our clients from their most important job of growing their company at a critical time.

4 / How big is your team?

At the moment, the TruWater team is just made up of the founder, Hattie Marsden, meaning you will work directly with her throughout the project. For sell projects, you will get an unbiased opinion on whether your business is ready for sale and at what valuation. For buy projects, you will get a pragmatic view on who to approach and how to structure a transaction to ensure strong value realisation for your firm.

Hattie has been involved in over 50 sell and buy side processes and worked on build projects in major firms such as BCG and Deloitte. If you are really interested, you can read her dissertation on xxx here.

Over time, TruWater Advisory will grow, but is likely to stay small and focused team.

5 / When does it make sense to get in touch?

Our sell-side clients typically come to us at one of the following trigger points:

They think there might be opportunities to grow their business faster, or more profitably, and need an external point of view on how to unlock this value.
They know they want to sell their business at a future point in time (1-5 years time), and want to ensure they are well prepared ahead of starting any sale process.
They want to sell their business shortly (within the next 12 months); maybe they’ve been approached by a potential partner and want to explore what other options are available in the market, or get a sounding board on how strong a proposed offer is.

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