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The Loss Ledger PDF
A documented breakdown of $430,000+ in Amazon FBA losses. Four named failure modes. Every checklist item that was created as a result. The 47-point framework origin story.
The full documented losses.
Starting brands from scratch before acquisitions. No single catastrophic event — just the cumulative cost of figuring out Amazon: bad product selection, wasted ad spend, inventory mistakes, supplier errors. Not itemized. Not forgotten. The reason the framework exists.
This is Phase 0. Every point in the 47-point framework has a root in either these early losses or the documented acquisition failures that followed.
Acquired a supplements brand without properly stress-testing LTV dependency. The business required repeat customers to be profitable. CAC exceeded Day-1 margin. The acquisition price assumed repeat customers would come. They did not. The due diligence was not wrong — it was incomplete.
Day-1 margin threshold check, compliance risk audit, payment structure review — all added to the 47-point framework as a direct result of this loss.
Dead inventory in FBA warehouses triggering long-term storage fees. Search volume for core keywords collapsed simultaneously. No demand signal recovery path. The loss was not market failure — it was a failure to verify demand signals before acquisition. The largest single loss in the portfolio.
Inventory health score, 24-month search volume trend analysis, demand signal recovery analysis — all added to the 47-point framework as a direct result of this loss.
The 47-point framework caught a suspension history the broker had not disclosed. Account had two prior violations, both resolved, but the pattern was there. Walked away from the deal. The brand was subsequently suspended 4 months after the deal fell through.
Point 24 (Account Health History): 24-month lookback is now standard. Current green status is not sufficient — the full 24-month history must be reviewed.
@emanlosangeles
4,000 subscribers · 306 videos · Active operator documenting real deals
The full story of the LTV dependency failure. What I missed, what the broker didn't disclose, and the framework update it generated.
How I acquired MVRK, what the due diligence process looked like, and what drove the 10× growth.
A walkthrough of all five categories and the most important checkpoints in each.
What the listing tells you, what it hides, and the specific questions to ask before submitting an LOI.
Key Terms
Seller's Discretionary Earnings. The total financial benefit a single owner-operator derives from a business. Calculated as net profit plus owner's salary, non-recurring expenses, and other discretionary add-backs.
Total Advertising Cost of Sales. Total ad spend divided by total revenue (not just ad-attributed revenue). A more accurate measure of advertising dependency than ACoS.
Letter of Intent. A non-binding document that outlines the key terms of a proposed acquisition before the formal purchase agreement is drafted.
Trailing 12 Months. Revenue or profit calculated over the most recent 12-month period. Used to normalize seasonal fluctuations.
Best Seller Rank. Amazon's ranking system for products within a category. A lower BSR indicates higher sales velocity. Tracked over time using tools like Keepa.
The capital required to fund ongoing operations — primarily inventory. For FBA businesses, this includes the inventory reorder cycle, Amazon's 14-day payout delay, and seasonal inventory build.