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Fresh off the release of Peter Kang’s HoldCo Guide, we go deep on what it actually looks like to build an operational holdco in the agency world—where the goal isn’t quick flips… it’s compounding over 10–30 years. Peter walks through what changed inside Barrel Holdings after shutting down “optionality,” why their latest acquisition (AO2) was won on leadership + client roster quality, and how their capital stack is evolving as they begin pairing SBA debt with outside equity—without turning into a fund. Chapters: 00:00 Intro + Barrel Holdings update 01:40 Cutting incubations + exiting subscale agencies 06:10 Where AO2 came from (the deal you don’t “plan” for) 07:45 Tariffs turbulence during DD + staying steady 09:30 The holdco criteria: internal #2 who can become CEO 12:20 Client roster DD method (line-by-line + color coding) 16:40 Deal structure lessons + “sprinkles” regret 20:00 The HoldCo Guide + capital allocator vs operational holdco 24:30 Other people’s money + SBA stacking 32:00 Returns + preferred stack + catch-up dynamics 34:20 AI risk, lean teams, and the human layer 37:40 Why holdco is not private equity (time horizon + compounding) Peter Kang’s writing + newsletter: search “Peter Kang” and “PeterKang.com” Agency Habits: search “Agency Habits” (As always: this conversation is for education and entertainment, not investment advice.) Please subscribe and hit the like button. It means a lot, and I'm putting out videos every week! If you have any questions at all, fire away. If you think you or someone you know should be on our show, or you just have a question, email us at info@agencyacquisitionsandexits.com. Follow Peter on Instagram: / peterlang Follow Peter on LinkedIn: / peterclang Free 21-day Programmatic M&A Training: https://digitalagencybusiness.com/