Execuity Increased Revenue by 300% After Implementing The Value Builder System™

Linda Ruffenach

Business Coach

1 Number of Professionals
7+ Number of Years Established

Linda Ruffenach is the founder and chief strategist for Execuity, a consulting firm serving business owners. She spent 19 years leading a start-up in various roles, including CFO and CEO, helping to grow the company to $100M in revenue. Ruffenach worked with multiple advisors, who first introduced her to the consulting world and inspired her to start her practice. With Execuity, Ruffenach has made it her mission to “pay it forward” to other business owners and use her experience to help others.

Business Challenges

In the first few years of running Execuity, Ruffenach focused on helping business owners in three areas: marketing, sales, and operations. Without realizing it, most of her work with business owners was completely aligned with exit planning.

This led Ruffenach to get her CEPA (Certified Exit Planning Advisor) designation. To be successful, Ruffenach needed software to effectively attract business owners, increase her client roster, and grow her practice.

There were a few must-haves on her list. First, she needed marketing material to generate more business owner leads. Second, she required an effective and reliable way to benchmark business owners and identify where they were in their exit journeys. Lastly, Ruffenach needed a structured and repeatable process to follow to help owners maximize their business value and exit happily. 


Why The Value Builder System?

After evaluating several software providers, Ruffenach decided to partner with The Value Builder System™ to solve her three critical challenges. She quickly became an advocate for the platform and has seen tremendous results, tripling revenue by implementing value-building services in the first year. Here’s how she did it:

The first step in becoming a Certified Value Builder™ is to complete SmartStart, a fully online training program that teaches you how to integrate the system into your practice. With a thorough understanding of The Value Builder System™ and its various tools, Ruffenach turned her focus to fully utilizing the platform to power her practice.

Ruffenach first leveraged out-of-the-box marketing materials, like expertly researched eBooks and presentation templates that have proven to gain the attention of business owners. Now, with an influx of prospects interested in her services, Ruffenach uses diagnostic questionnaires to identify where business owners currently stand.

Ruffenach has business owners complete the Value Builder questionnaire, a survey that determines the current business value based on eight metrics important to acquirers. Once completed, both Ruffenach and her clients receive an auto-generated report on where the business currently stands that pinpoints areas of improvement. By providing the Value Builder Score, Ruffenach says, “I can give business owners a baseline value of their business and future and the roadmap for success.”

In addition, Ruffenach leverages the Freedom Score, another diagnostic questionnaire that assesses a business owner’s financial readiness to exit. With this intuitive and straightforward tool, she can help her clients pinpoint precisely when their business value will yield enough money to fund the rest of their lives. Explaining how impactful this can be, Ruffenach said, “It is a wake-up call for business owners on how much they need to sell their business for.” She uses the Freedom Score to help shape the action plan for business owners to ensure they build enough value within the business to sell.

Lastly, Ruffenach uses the Value Builder Engagement and its 12 value-building modules to prepare the business for a sale. The engagement addresses each of the 8 Key Drivers of Company Value systematically and practically, enabling her to solve her third challenge. She now has a repeatable and structured process to follow for each client as they work through the steps of building a valuable company.



After seven years of operating her firm, implementing The Value Builder System™ gave Ruffenach the jolt she needed to accelerate her practice. In addition to increasing revenue, Ruffenach has expanded her advisor network and is seeing more referrals from accountants, brokers, and others dedicated to helping the business owner community. 

Most importantly, Ruffenach has solved three critical issues: Robust and effective marketing content helps her to attract more business owners, she can easily benchmark prospects and clients with simple diagnostic tools, and lastly, she has developed a structured process that perfectly complements her consulting skills and style. Having figured out the perfect balance, Ruffenach looks to expand Execuity, add more advisors, and continue building on her success. 

More Case Studies

Blue Sky Exit Planning Achieves a 60% Email Open Rate Without Lifting a Finger

Joseph Gitto is an accomplished senior finance, sales and operational executive, entrepren…

The Value Builder System™ Helps Tom Jordan Save $650 a Month While Increasing Close Rate by 50%

Tom Jordan is the Chairman of Exodus Complink, based in San Antonio, Texas. He helps busin…

Denver Business Coach Increased Revenue per Client by 3X Leveraging One Tool

Steve Kohnke is the CEO of Denver Business Coach and has helped hundreds of owners build v…

Susan Giddings improved close rate by 33% and increased profits by 27%

Susan Giddings is the founder and CEO of Susan Giddings Consulting. She has over 35 years …

Productizing Helped Paul Wirth Double his Close Rate and Increase Client Lifetime Value by 250%

Paul Wirth has over 35 years of experience in executive national leadership roles in finan…

Sunbelt Guatemala Is on Pace to Increase Lead Generation by 300% With The Value Builder System™

The Sunbelt Business Brokers Network is an international leader in mediation for the purch…

Gina Catalano Converts 40% of Workshop Attendees into Paying Clients with The Value Builder System™

Gina Catalano has been helping business owners grow their companies for over 20 years. She…

CPA Adds Consulting Services, Doubles Revenue with The Value Builder System™

As the COO of CPA firm Gheen & Co., Mark Tuggle helped provide a wide array of busines…

Debra Robinson Law More Than Doubled in Value with the Help of a Certified Value Builder™

Debra Robinson owned and operated Debra Robinson Law for over twenty years. Her practice o…

Ekklesia Capital Helps Local Businesses Survive—and Thrive

David Oyadomari is the Managing Director at Ekklesia Capital. With over 25 years of experi…

Peak Value CEO Saves Time and Earns Recurring Revenue Through Mastermind Groups

Chris Ayers is a Certified Value Builder™ with over 30 years of experience in sales…

Jennifer Ramos Expects Her Business to Double Next Year with The Value Builder System™

Jennifer Ramos is the CEO and founder of JR3 Consulting Group. JR3 helps business owners i…

MassMutual Now Has an Accurate Method for Determining Business Value

The MassMutual Financial Group is a Fortune 500 life insurance company providing life insu…

The Value Builder System™ Helps Indiana Business Advisors Sell 80% of Listings

Indiana Business Advisors (IBA) is Indiana’s largest business brokerage. They have sold ov…

Peter Boolkah Accelerated his Sales & Marketing Funnel With The Value Builder System™

For the last 15 years, Peter Boolkah has served as the Global Trainer & MasterCOACH Di…

Prosperity Plus Doubled their Revenue with The Value Builder System™

Jim Kahrs is the founder and president of Prosperity Plus, a management consultancy specia…

Copywriting Agency Owner Productized Her Service and Increased Recurring Revenue

In 2009, Anna Woolliscroft founded Market Avenue Limited, a marketing consultancy based in…

Air Free Duct Cleaning Increased Revenue by 50% in Its First Year Working with a Certified Value Builder™

In 2018, John Brummett and BJ Windhorst partnered to purchase Air Free Duct Cleaning. Toge…

Martin Williamson Converts 30% of Paid Assessments into Recurring Revenue

Martin Williamson is a Business Doctors advisor who helps SME business owners with strateg…

Danny Sleswick went from working 65 hours a week to 5 hours while increasing his company’s value by 83%

In 2008, Danny Sleswick decided to join his brother-in-law’s company, Image Cabinets, a ca…

The Owners of All About Bakery Equipment Increased Company Value by 28% While Improving Work–Life Balance

In 1996, David and Noela Tscheinig started All About Bakery Equipment, selling refurbished…

Final Ascent Qualifies Leads 8x Faster with The Value Builder System™

Steve Conwell is the owner and CEO of Final Ascent, a business consulting firm that specia…

The Value Builder System™ Helped Mobius Financial Advisors Improve Their Bottom Line

Ray Croff is the CEO and president of Mobius Financial Advisors. Croff also serves as an a…

What Used to Take Innovative Business Advisors Weeks Now Takes Minutes with The Value Builder System™

With over 40 years of experience, Marquita Wiley has been successfully coaching and consul…

BizNavigators Achieves a 70% Conversion Rate with The Value Builder System™

As co-owner and CEO of BizNavigators, Marla DiCarlo helps business owners prepare for a su…

In 30 Months, Marigold Resources Helped 22 Business Owners Exit Using Value Builder System™

Founded in 2011, Marigold Resources is an Iowa-based M&A firm that provides business o…

The Selfassembled Network Uses The Value Builder System™ Content for the Entire Business Owner Journey

Glenn Grant is the co-founder and chief visionary of Selfassembled Ventures, a business ad…

Dumas Capital Partners Finds Untapped Market with The Value Builder System™

Dumas Capital Partners is a boutique corporate finance firm that provides advisory service…

Tech Owner Doubled Revenue After Working with a Certified Value Builder™

In 2001 MRM Global launched as a digital printing company in Scotland. Ten years later, it…

Exit Strategy Group Reduced Qualifying Time From Months to Days

Kerry Boulton is the owner of Exit Strategy Group based out of Australia. Boulton’s main f…

GRG Momentum Leverages The Value Builder System™ For Over 1/3 of its Clients

As the founder and managing director of GRG Momentum, Geoff Green helps entrepreneurs buil…

Family Business Advisers Increased Revenue by 40% With The Value Builder System™

For over 30 years, Eugene Wallace has been a tremendous resource and trusted advisor to ma…

The Value Builder System™ Helps Business Owners See The Big Picture

Bob Green is the owner of TAB (The Alternative Board) North Shore. TAB is modeled after a …

The Value Builder System™ Was Almost Too Impactful Too Quickly

Founded by Allen Harris in 2001, Berkshire Money Management (BMM) is a full-service money …

Beickman Advisory Group Earns Over 120% More Per Client as a Certified Value Builder™

Beickman Advisory Group provides personalized finance consulting to individuals and b…

DBG Advisors Earns an Additional $5,000 a Month Using The Value Builder System™

Dr. L. Nolan Duck established DBG Advisors in 2006 and currently serves as the CEO. In the…

Sales & Marketing Software Built for Business Advisors