Billion Dollar Moves
$22M Exit, Broken Deal & Buyback | Jaclyn Johnson, Founder, Create & Cultivate & Co-Founder, Cherub
Why It Matters
The episode spotlights systemic gender gaps in startup funding and the resilience required to navigate exits, re‑acquisitions, and personal setbacks—insights crucial for founders and investors alike. As venture capital continues to under‑invest in women-led companies, Johnson’s call for collaborative ecosystems offers a timely roadmap for fostering inclusive growth in the tech and media sectors.
Key Takeaways
- •Private equity bought Create & Cultivate for $22 million in 2021.
- •Founder repurchased the company in 2024, regaining control.
- •Women receive only ~2% of venture capital funding.
- •Early cash‑conscious mindset shifted to strategic spending for growth.
- •LA’s low barriers enabled rapid agency launch and scaling.
Pulse Analysis
Jacqueline Johnson built Create & Cultivate from a bootstrapped events agency into a multi‑million‑dollar brand that attracted a private‑equity offer of roughly $22 million in 2021. After a year of integration, she negotiated a buy‑back in early 2024, partnering with a former investor to regain ownership and steer the company toward its original mission. Her story illustrates how founders can leverage an exit for liquidity while preserving the option to return, especially when the buyer values intangible assets such as community networks, vendor contracts, and a strong LA footprint.
The episode also spotlights the stark gender gap in venture capital: only about 2 percent of funding goes to women‑led businesses, a figure that slipped from 1.8 percent to 2.1 percent year over year. Johnson argues that this disparity makes peer‑to‑peer support, mentorship, and inclusive events essential for scaling female‑focused enterprises. By creating a platform where women can learn, network, and access capital, Create & Cultivate addresses a systemic barrier and demonstrates the commercial upside of gender‑balanced investment strategies.
Johnson’s upbringing in a cash‑conscious family taught her rigorous financial discipline, yet she later realized that strategic spending fuels growth. Relocating to Los Angeles provided affordable office space and a burgeoning “Silicon Beach” ecosystem that accelerated her agency’s client roster, including L’Oréal and Microsoft. Today, through her new venture Cherub, she applies the same principles—combining angel‑investor networks with matchmaking mechanics—to help the next generation of founders. Her experience underscores that founders should balance frugality with calculated risk, leverage local ecosystems, and keep an eye on future re‑acquisition opportunities.
Episode Description
Jaclyn Johnson built Create & Cultivate into one of the most recognized platforms for women in business—scaling it to eight-figure revenue before exiting in a multi-million dollar deal.
But what happens after the exit is where the real story begins.
From navigating private equity, burnout, and the loss of control over the company she built… to making one of the rarest moves in business—buying it back.
In this episode, we unpack:
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Why selling isn’t always the win
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What private equity gets wrong in community-driven businesses
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The trade-offs between bootstrapping and raising capital
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How to think about ownership, control, and long-term value
This is a conversation about capital, consequence—and coming back with clarity.
About Jaclyn Johnson
With $25 million in successful exits to her name, Jaclyn has mastered the art of bootstrapping businesses, building thriving communities, and driving meaningful results. Recognized as one of Adweek's Disruptors, Forbes 30 under 30 and a WSJ Woman of note, she stands out as one of the industry's leading marketing minds. Her unwavering focus on value creation and community-first marketing has been imitated countless times, yet never truly matched.
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Billion Dollar Moves Podcast | The Top Global Venture & Business Podcast for Founders & Funders | Backed by HubSpot Podcast Network
Conversations with billionaires, unicorn founders, and the world’s leading funders.
Hosted by Sarah Chen-Spellings, Billion Dollar Moves examines how enduring companies — and the capital behind them — are built.
Through long-form conversations, the show explores decision-making under uncertainty, capital allocation, and the inflection points that shape category-defining businesses. From early platform backstories to allocator frameworks used across private markets, the focus is on judgment, incentives, and long-term value creation — beyond headlines and hype.
New episodes weekly.
Built for those who take the long view.
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