Dear BTF Community,
In this interview, Joanna Track, Founder of Good Eggs & Co., makes these key points:
- Think carefully before exiting your business:
Exiting may seem glamorous or financially rewarding, but maintaining ownership could lead to long-term benefits like consistent income and lifestyle flexibility. It’s not the only path to success. - Understand the emotional and practical implications of an exit:
Once you sell, “it’s not yours anymore.” Letting go can be emotionally difficult, especially when you no longer have control over the brand you built. - Be prepared—exiting is a full-time job:
The process of selling a business involves time-consuming due diligence and documentation. Entrepreneurs must ensure key operational and financial details are well-organized and not just “in their heads.”
Enjoy,
Mark
Toronto-based entrepreneur Joanna Track is no stranger to building—and exiting—successful businesses. Now, as the founder of digital marketing firm Good Eggs & Co., she’s preparing to share insights from two major business exits at the upcoming Business Transitions Forum in Toronto.
“My current business, Good Eggs & Co., is a marketing firm pretty focused on digital content marketing,” said Track. “We work with brands, small and medium-sized businesses, help them from strategy through execution with email marketing, social media, website design, SEO, content development—everything that really pushes their story forward.”
Track says her firm’s philosophy is simple but effective: “We always say it’s content that converts. It’s all driving towards business objectives.”
Good Eggs 2.0, as she calls it, is the second incarnation of a business she originally launched in 2014. “The name came up at the time because I’ve had a lot of experience working on both sides of the coin in marketing—as the client, as the agency. I’ve started and launched my own digital businesses and exited them,” she said. “The promise was that you’re working with good eggs, and everyone I bring in is a good egg.”
With over 20 years of entrepreneurial experience, Track is one of the panelists at the upcoming Business Transitions Forum in Toronto on May 21. She is speaking on the topic of Grow, Sell, Or Stay The Course? Deciding the Right Move For Your Business.
Her first major exit was with Sweetspot, a pioneering digital magazine launched in 2004. “It was the early days of email newsletters for editorial,” said Track. “I started the business Sweetspot and grew it, and I ultimately sold it to Rogers Publishing. It was a pretty big deal at the time… it was Rogers really trying to get in on [the internet boom] in a more authentic way.”
She followed that up with The Bullet, a conversational news newsletter launched in 2016. “We hit some challenges… we were expanding just as COVID came along,” she said. “Then the universe works in mysterious ways. I received an email one night from Arlene Dickinson, who turned out she was a big fan of The Bullet… she ended up making me an offer.”
Track sold the business and joined Dickinson’s agency group to help build out its content marketing division.
“My heart of hearts is as an entrepreneur,” she said. “So when my obligations were up there, I put out Good Eggs 2.0—and here I am.”
Asked what advice she would give business owners contemplating an exit, Track didn’t hold back.
“One is the antithesis, I guess, of the panel, which is really think twice before you exit,” she said. “Especially when you’re younger in your entrepreneurial journey, it feels really sexy and exciting to say you’ve had the exit. But you know, if you played a long game… you could continue, it could become an annuity for you.”
She also cautioned about the emotional side of letting go: “You really have to understand that once you exit, it’s not yours anymore… it’s kind of like being best friends with your ex. It’s very hard to stay as engaged and interested and not be emotional when you have no say in the ultimate outcome.”
On the operational side, she emphasized preparation and organization.
“Getting into that process is a full-time job,” she said. “And a lot of entrepreneurs, I speak from my own experiences, you run your business a lot in your head. And then all of a sudden someone comes along and wants to do their due diligence. It’s very hard.”
Her biggest lesson? Don’t count your exit before it’s finalized.
“A deal is not done until it’s done,” Track said. “I was actually down the road on the Sweetspot deal with another large Canadian media entity and at the 11th hour, they said, ‘Oh, you know what? Let’s regroup in six months.’ I ended up getting the last laugh. Rogers knocked on my door a few months later, and I did the deal—and it was for more.”
Mario Toneguzzi is a veteran of the media industry for more than 40 years and named in 2021 and 2024 a Top Ten Business Journalist in the world and only Canadian. He also made the RETHINK’s global list as a Top Retail Expert 2024 and 2025.