How Carrie Kerpen Engineered an Eight-Figure Sale of Likeable Media

Turning Social Services into a Predictable Revenue Machine

When Carrie Kerpen saw clients wrestling with inconsistent project fees she shifted gears. Project work kept cash flowing but it scared buyers away. She knew buyers pay top dollar for firms with steady, retainer-based income. That change alone drove 80% of all revenue into recurring streams.

Building a Retainer-First Model

Likeable Media began swapping one-off projects for monthly retainers. They offered initial audits at low cost to prove their expertise, then converted that trust into longer contracts. By itemizing services with clear prices they avoided underquoting and scope creep. Bundled retainers got a small discount but locked in committed clients.

Packaging Services as Products

Carrie and Dave created the Content Credit System — a subscription bundle for annual content needs. They branded each tier: Content Cubed, Likeable Boost, Content Elite. Naming offerings made them feel tangible and easier to market. Clients loved knowing exactly what they’d get each month.

Scaling with Interns on a Budget

Early growth relied on “buzz builders” — interns earning college credit plus a stipend. With up to 60 interns at a time, Likeable Media handled client work without blowing the payroll. That low-cost labor let them hire full-time staff gradually and foster a creative culture on a budget.

Negotiating a Smart Exit

In 2021 the Kerpens got a 6.5x EBITDA offer, all cash. After the LOI they spotted a bait-and-switch and walked. They re-negotiated with another buyer, insisting on 60% upfront and an earn-out for the rest. Their focus on recurring income, productized services, and a strong brand earned a higher multiple.

Owning the Likeable Brand

They trademarked “Likeable” and ran LikeableU, a conference for clients and prospects. That boosted authority and market presence. When public companies evaluate acquisitions they value owned brands and an engaged community. It paid off big.

Conclusion

Carrie Kerpen’s path shows that service businesses can beat the odds. By locking revenue into retainers, turning services into branded products, and keeping costs lean with interns, Likeable Media hit a major valuation and closed an eight-figure sale. Agencies aiming to exit should follow these same playbooks.