Julianna Francesca Helps Owners Sell the Businesses They Built

Fewer than 19% of businesses that go to market ever sell. At Rocky Mountain Business Advisors, more than 96% of the companies the firm takes to market close. For an owner, that gap is the difference between walking away with their number and walking away with nothing. Julianna Francesca, a senior business advisor at the firm, has built her career on closing it.

Julianna Francesca, who goes by Jules, is a business broker and valuation advisor with Rocky Mountain Business Advisors. She helps owners sell their companies for the most the market will pay, and assists buyers acquire the right businesses to grow. A member of The Entreprenista League, she came to brokerage from an unusual direction, and it shapes how she prices a company.

From MolsonCoors to the closing table

Before brokerage, Julianna spent more than a decade building and growing brands for names like MolsonCoors and Champion, then led marketing for her family’s retail business. In 2019, she founded The Business of Marketing to help owners grow companies worth owning and selling.

“I do not only value and sell businesses, I understand what builds their value, because I spent years building it,” she says. “When I price and position a company, I see the whole engine, not just the spreadsheet.”

Why she took the leap

Julianna kept watching strong operators build real value and then lose it at the finish line. Good companies went undersold, underpriced, or stuck because no one had shown the owner their options.

“The leap was never about working for myself,” she says. “It was about making sure owners get paid for what they built.” She started on the growth side and now finishes the job in brokerage, on the day it counts most.

The Market to Multiple Method

Her proudest work connects two things most advisors keep separate: how you grow a business and what it is ultimately worth. She calls it the Market to Multiple Method, and it turns everyday marketing and operations into a higher sale price rather than just more revenue.

The difference shows up at closing. "Most people build for revenue," she says, and she helps owners build for value, so the work they do shows up in the check they take home.

Options on both sides of the table

Julianna’s biggest win this year was launching a full-service business brokerage, which lets her serve owners on both sides of the table. If a client wants to sell, she takes the company to market and works to close it for the best price. If a client wants to grow through acquisition, she helps them find and buy the right business.

“You are no longer stuck choosing between holding on and cashing out,” she says. “You have moves.”

What’s next

Over the next few years, Julianna is building a brokerage practice owners across the country can trust to get deals done right, while growing her footprint in Wyoming. Her goal is simple: more owners reaching the closing table andmore buyers landing the right acquisition. More deals allow both sides to win.

Her advice to founders is to start now. “Build a business worth owning and worth selling, starting today,” she says. "Document your systems, diversify your customers, and know your numbers cold, long before a sale is ever on the table."

You can connect with Julianna on LinkedIn and learn about her work at rockymountainba.com.

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If Julianna's mission to get owners paid for the value they build resonates, the Entreprenista League is a community of women founders who value connection, shared experience, and practical business insight as they grow. Learn more about the Entreprenista League right here.