- About Greg Huang, Founder
From Blackstone to Main Street
I left Blackstone at 24 to start my first business. It was my only corporate job, but it shaped everything that followed. At Blackstone, I saw how institutional buyers evaluate businesses — the checklists, the risk factors, the deal-breakers that never make it into the conversation with the owner. Then I spent the next 16 years on the other side of the table, building and operating small businesses.
The Gap That Costs Owners Money
Here is what I learned: most owners leave money on the table not because their business lacks value, but because they cannot translate what they built into the language buyers use to write offers. The owner sees a decade of hard work. The buyer sees documentation gaps, customer concentration risk, and owner dependency. Same business, two completely different stories. Behavioral economists call it the endowment effect — we overvalue what we own because we built it. Buyers do not have that attachment. They run checklists.
Why Ruloh Exists
Ruloh gives owners those same checklists — for free. Not advice. Not coaching. Just the tools and information that PE firms and experienced buyers already use, translated into plain English. I wrote 16 free ebooks covering everything from SDE (Seller’s Discretionary Earnings, the metric most small business valuations start with) to deal negotiation tactics. Every data point traces back to IBBA broker surveys, BizBuySell transaction records, or SBA lending reports. Business owners deserve the full value of what they have built. That starts with understanding how the other side of the table thinks.
