We recently connected with Diego Santos and have shared our conversation below.

Alright, Diego thanks for taking the time to share your stories and insights with us today. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

I firmly believe that achieving success in one’s career requires a combination of sacrifice, forward thinking, and discipline. These three essential traits were crucial in my early career development, enabling me to purchase an existing company early in life. While there were other minor qualities that contributed to my journey, these three traits were the most significant.

During my early days, I observed those around me indulging in material possessions such as cars, extravagant food and drinks, unnecessary clothes, and lavish vacations. Although these temptations were ever-present, I consciously chose to resist them and not conform to societal norms. Instead, I dedicated myself to a disciplined approach, investing a substantial portion of my income with the goal of seeking the best returns while managing risks within acceptable limits.

Over the course of 3-4 years, staying true to my principles paid off immensely, as my investments steadily grew to a considerable sum. This newfound financial stability opened up numerous opportunities for me, one of which was the remarkable chance to acquire my first business at 23. My success can be attributed to the values I embraced: prioritizing long-term goals over instant gratification and making prudent decisions while keeping risk in check.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My journey to success began with humble beginnings, working regular jobs and steadily climbing the ranks to management positions at UPS and banking at JP Morgan Chase. I take pride in the fact that I had no special privileges or favors bestowed upon me; every promotion and recommendation I received was earned through hard work and dedication. However, after my tenure at Chase, I made a firm decision never to work for someone else again.

During the next two years, I ventured into entrepreneurial pursuits. I relied on income from a few ATM machines I owned while also participating in a couple of start-ups. Along the way, I learned from my mistakes and embraced life as my greatest teacher. This period of growth and experience allowed me to create the opportunity to acquire Life’s Short. Picnic!, a venture I had always dreamed of.

Life’s Short. Picnic! is all about providing luxury Picnic Experiences throughout Southern California, catering to various occasions like weddings, proposals, bridal showers, bachelorette parties, corporate events, dates, and more. We offer our clients a completely hassle-free experience, serving as a one-stop-shop for all their picnic needs. Our services include floral arrangements, charcuterie, photography, upgraded seating, and curated packages offering various customization options, all conveniently available on our website.

Gone are the days of worrying about planning, logistics, setup, or cleanup. With Life’s Short. Picnic!, our clients can enjoy a stress-free experience as we handle all the details. We go above and beyond to ensure our customers have the best time during their events, offering outstanding customer service as our top priority. Our commitment is to provide a seamless and enjoyable experience for every client, making their picnic dreams come true with simplicity and ease.

Let’s talk M&A – we’d love to hear your about your experience with buying businesses.

My journey began with an extensive online search on various business marketplaces. For about three weeks, I diligently scoured the listings, daily inquiring about businesses that piqued my interest. Some caught my attention more than others. Then, I stumbled upon Life’s Short. Picnic!, and as I read about it, a strong feeling of potential washed over me. Without hesitation, After reaching out to the seller, Sarah, I knew I found the business I have been looking for. I requested more information and once I felt confident enough in my decision, Sarah and I negotiated the purchase price and arrived to a verbal agreement

Though excited, the acquisition process initially seemed intimidating. To ease my nerves, I sought guidance from a mentor who had gone through a similar acquisition process themselves, Dennis. His invaluable advice helped me navigate the three-month journey of purchasing the business. I became familiar with the due diligence period, learned which questions to ask, and identified the essential information I needed to review. Moreover, I understood the significance of involving professionals like accountants and lawyers to ensure a smooth and secure transaction.

Once the due diligence phase concluded, we proceeded promptly into the escrow process. Communicating with business brokers, escrow officers, and other high-level professionals was both fascinating and essential to ensure a successful and seamless closing. I was determined not to fall behind at any step, ensuring all my documents were in order, and I had the required capital ready for a clean acquisition. This preparedness gave me the confidence that I was fully ready for whatever lay ahead in this exciting venture.

What’s been the best source of new clients for you?

Our most successful source of clients has been entirely organic and driven by word of mouth. Our exceptional work speaks volumes, leaving clients with nothing but praise after experiencing our services. Satisfied customers enthusiastically share their positive experiences with family and friends, leading to an influx of bookings for various occasions. It’s a testament to the power of offering an extraordinary product or service that practically sells itself.

An integral part of our growth strategy has been our substantial social media presence. Our captivating website showcases our offerings beautifully, making the booking process seamless for potential clients. Stunning visuals allow them to envision their dream event with us, creating a strong desire to engage our services. Our social media platforms display the splendor of our picnics and tablescapes, effectively boosting brand exposure and attracting potential leads. Establishing relationships with private venues, local vendors, and the community is also crucial in brand awareness and overall expansion of the business.

Remarkably, we have achieved significant growth year after year since our establishment in 2021, all with investing next to zero in advertising. Our focus on delivering excellence and fostering satisfied clients has been the driving force behind our success and steady expansion.

Contact Info:

• Website: https://www.lifesshortpicnic.com/
• Instagram: https://www.instagram.com/lifesshortpicnic/?hl=en
• Facebook: https://www.facebook.com/lifesshortpicnic/
• TikTok: https://www.tiktok.com/@lifesshortpicnic

Image Credits
ShotbyRob Water&Gems DaniRy Photography C.R Photos Sweet M Photography