How Strategic Partnerships Led to My Exit - Lessons from Building and Selling EdPlace

By Will Patterson, Venture Partner at If Capital

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When I started EdPlace, I barely gave a proper exit strategy a second thought. Now, looking back, I would say it was one of the most important things we got right, by accident, at first, and later by intent.

Think About the End Early On:

Exit planning rarely feels urgent at the start. For me, it began with a vague mention of “trade sale or IPO” in early pitch decks. But looking back, I realise how important it is to understand investor incentives, possible future scenarios, and what happens when pressure builds.

The Power (and Risk) of Strategic Partnerships:

Instead of focusing solely on fundraising, we leaned into strategic partnerships. Our goal was to generate revenue, gain credibility and potentially create exit opportunities. One such partnership began with a white-label pilot for The Times, which quickly turned into a full launch. That credibility helped us raise further investment and opened doors to future partners.

When the Right Buyer Becomes Obvious:

One key partnership was with a PE-backed group expanding into tuition. They invested in EdPlace and later became a significant user of our product during the pandemic through the National Tutoring Programme. This traction and alignment led to an acquisition offer, nearly a decade after our first funding round.

The Exit Journey: Lessons in Focus and Resilience:

From the initial approach to the final agreement took nine months, much longer than expected. The process was a distraction and emotionally draining. I was only able to close the deal because of the incredible team around me who kept the business performing.

What I Learned (and What I Would Tell Founders Today):

- Define what success looks like early on.

- Strategic partnerships can open doors, but they are not without risk.

- Make sure your business can run without you during a sale.

- Surround yourself with advisors and mentors you trust.

- Be prepared emotionally, selling a company is personal as well as professional.

There is no one right way to exit. Every founder's journey is different. But I hope this story gives others something useful to think about.

Will Paterson is a Venture Partner at If Capital. He was the founder and CEO of EdPlace, exited in 2022.

If Capital supports founders from growth through to exit. If this story resonates, we would love to hear yours.