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With an Initial Investment of Just US$ 50,000, Jaclyn Johnson Built Create & Cultivate, Sold the Company for US$ 22 Million in 2021, Navigated the Post-Sale Transition, and Two Years Later Reclaimed Control by Repurchasing the Business for a Six-Figure Amount, Revealing Rare Exit and Return Strategies in the Corporate Market
Jaclyn Johnson, founder of Create & Cultivate, sold the company for US$ 22 million in 2021, during the pandemic, and two years later repurchased the business for a fraction of the value, a move that exposes exit, buyback, and capital reorganization strategies in the corporate environment.
Origin of Create & Cultivate and Focused Proposal for Professional Women
Jaclyn Johnson founded Create & Cultivate with the goal of creating experiences and content aimed at women entrepreneurs and professionals at different stages of their careers.
Over the years, the company increased visibility, built an active community, and developed a model based on events, professional connections, and the production of specialized content.
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The sustained growth led the brand to gain relevance in the events and media market, opening up space for partnerships, prominent interviews, and interest from potential buyers.
Strategic Sale in 2021 for US$ 22 Million
In 2019, Create & Cultivate recorded revenue of US$ 14 million, reflecting the expansion of events and the strengthening of the brand among female entrepreneurial audiences.
During the same period, Johnson interviewed Martha Stewart at one of the company’s largest events, reinforcing the platform’s reach and visibility.
With acquisition proposals under evaluation, the sale began to be considered a strategic exit. Even with the pandemic in 2020, the company migrated to digital, maintaining active operations.
In light of emotional exhaustion and market uncertainties, Johnson accepted in 2021 the offer from a private equity firm, selling the business for US$ 22 million, a lower value than previous offers but considered viable. As a majority partner, she received a significant amount.
Post-Sale Period and Decision to Repurchase
After the transaction, Johnson remained for a period as CEO and then as an advisor, overseeing the management of the company under new management.
About 18 months later, she identified that the buying group intended to divest the asset, opening up a potential negotiation for a return.
In discussion with Marina Middleton, the current CEO of Create & Cultivate, Johnson decided to repurchase the business for a six-figure amount, described as a fraction of the price paid in the original sale, in a move considered symbolic and strategic.
New Cycle with Venture Capital and Digital Focus
Upon regaining control, Johnson structured a new growth plan, focusing on adapting the business model to the new market demands.
To enable the new phase, she raised US$ 2.6 million in venture capital, directed towards developing hybrid events and technology-based experiences.
The strategy seeks to maintain the brand’s essence, centered on real connections, while incorporating data, accessibility, and digital solutions to scale.
The new cycle represents a reorganization of the capital structure and the long-term vision of Create & Cultivate, now back under the direct leadership of its founder.
