Today’s guest on the Exit, presented by Flippa, is Michael Gallucci. Michael has had great success building a sports memorabilia company from the ground up, scaling it, and ultimately exiting as the global leader of sports memorabilia." Sportsmemorabilia.com had humble beginnings as a self funded startup, but through hard work and SEO tactics, they began to make waves. After their sale to Fanatics Inc, Michael began to use what he had learned to advise other budding entrepreneurs and founders. The Importance Of Sweat Equity Michael says that growing up he admired his father as an entrepreneur and even worked with his brother in restaurant services while attending college. The summer between his junior and senior year, Michael watched all his friends start exciting internships, and he decided he wanted to pursue the same. He says he went on Craigslist and found a posting for a sports marketing internship. When he showed up, he expected a super cool office, but instead found a small, shared office with a couple of scrappy individuals. Still, he joined the team as an intern, making $50/week. It’s where he first learned about SEO and how Google worked. He credits the opportunity with teaching him about sweat equity. Traffic=Conversions After that summer ended, Michael went back to school, but stayed in touch. After the men had moved from New York to Florida, they called Michael and said they wanted to explore future business partnerships with him. Michael went to Florida and was invited to be part of their next venture, which was sportsmemorabilia.com. Starting the company in 2006, they saw their first real functional year in 2007. With a background in SEO, the team was tracking the number of organic visits each month. The more traffic they got, the more they shifted their focus to conversions. Disrupting An Industry As they began to disrupt the memorabilia industry with the addition of licensed sports jerseys, they were on the radar of other competing companies. Dreams Inc did wholesale memorabilia and their owner had a relationship with sportsmemorabilia.com. When Dreams Inc sold to Fanatics, sportsmemorabilia.com got on their radar. As they were looking into a partnership with the company FansEdge, FansEdge was also acquired by Fanatics. Michael saw where things were headed and as the number one search result, with high organic ranking, it was only a matter of time before they were approached by Fanatics as well. Current Ventures Michael's current focus is helping founders & executive teams spark growth through content & commerce. He also advises other budding entrepreneurs and founders. For anyone that would like to connect with Michael, they can do so through his website, www.gallucci.co -- The Exit—Presented By Flippa: A 30-minute podcast featuring expert entrepreneurs who have been there and done it. The Exit talks to operators who have bought and sold a business. You’ll learn how they did it, why they did it, and get exposure to the world of exits, a world occupied by a small few, but accessible to many. To listen to the podcast or get daily listing updates, click on flippa.com/the-exit-podcast/