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How Amman Ahmed Fetched an 8-Figure Exit | Built to Sell Radio

August 11, 2023 |  

About this episode


In 2017, Amman Ahmed founded MusicForPets, which launched the YouTube channels “RelaxMyDog” and “RelaxMyCat.” These channels aim to alleviate pets’ anxiety, whether due to stress or their owners’ absence.

Under Ahmed’s leadership, the channels amassed over 2 million subscribers and generated a 7-figure profit, largely because of effective SEO. As the business saw a surge in paid monthly website subscribers, it garnered the interest of California-based hip-hop label, Create Music Group, which extended a lucrative 8-figure offer that Ahmed couldn’t turn down. In this episode, you’ll learn how to:

  • Harness the power of SEO to scale your business.
  • Increase your YouTube channel audience with Ahmed’s innovative technique.
  • Elevate your brand’s reputation using Ahmed’s personal approach.
  • Decide when to abandon professionalism for the sake of authenticity.
  • Determine your non-negotiable exit number.
  • Lean on a seasoned advisor to sidestep an earn-out.
  • Be due-diligence ready, even if selling isn’t on your radar.

Check out our full M&A Glossary



Show Notes & Links

Colin’s Dog Anxiety Video

Official Press Release 

YouTube Channel


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Letter of Intent (LOI): A letter of intent (LOI) is a document declaring the preliminary commitment of one party to do business with another. The letter outlines the chief terms of a prospective deal. Commonly used in major business transactions, LOIs are similar in content to term sheets. One major difference between the two, though, is that LOIs are presented in letter formats, while term sheets are listicle in nature.


Earn-out: Earnout or earn-out refers to a pricing structure in mergers and acquisitions where the sellers must “earn” part of the purchase price based on the performance of the business following the acquisition.


Due-Diligence: Due diligence is an investigation, audit, or review performed to confirm facts or details of a matter under consideration. In the financial world, due diligence requires an examination of financial records before entering into a proposed transaction with another party.



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About Our Guest

Amman Ahmed

They are like the Netflix for Pets or “Petflix” – RelaxMyDog and RelaxMyCat are their two brands. They produce relaxing music and TV for pets based on 8 years of their own research, and all their content is produced in-house.

They have 20 million pets around the world using it. These pets are consuming a total of 1200 years of content every 28 days.

They have been featured in the New York Post, BBC, Telemundo, Fox News, Mashable, Forbes, and loads more.


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