They describe the investors they want.
Family offices and private credit funds in the Midwest that back lower middle market service businesses. Boulton finds them, and the person who makes investment decisions at each.
Boulton shows which investors fit best.
Corran Family Office's site lists business services among the sectors it invests in. That's where Calder Street's deal sits.
Each investor hears about how they invest.
A first message built on what their own site says they invest in, with a question, not a pitch. The deal comes up when they ask about it.