EE458: How I Bought a Business Without Spending a Cent – Jenny Johnston’s Story
The Entrepreneur Experiment · The Entrepreneur Experiment
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Show Notes
In this episode of The Entrepreneur Experiment, Gary Fox sits down with Jenny Johnston, CEO and owner of Azure Communications — a print, packaging, and marketing company based in Dublin. Jenny’s story is a masterclass in courage, negotiation, and belief. After joining Azure as CEO, she pulled off a leveraged buyout to acquire the business outright—without putting down her own capital. She shares exactly how she did it, from structuring the deal to getting bank funding and navigating the delicate transition from employee to owner.
Jenny also opens up about her earlier ventures — from running a pizza franchise during COVID to launching a sustainable fashion brand — and the lessons they taught her about resilience, leadership, and trusting your gut. For anyone curious about buying a business instead of starting one, this is your essential guide to how it’s done.
If you’ve ever thought, “I want to own a business but I don’t know where to start,” this episode will show you what’s possible when you back yourself fully.
Show Notes:
In this episode, we cover:
💼 How Jenny went from marketing executive to CEO and owner of Azure Communications
💰 The exact structure of her leveraged buyout—and how she financed it without personal capital
🏦 What Irish banks really look for in a business plan or loan application
🚀 Why buying an existing business can be smarter than starting from scratch
🍕 Her lessons from running a pizza franchise and fashion brand
📈 How she plans to double Azure’s turnover by 2028 and hit €100 million
👥 The power of networking, mentorship, and surrounding yourself with the right people
🌟 Why she believes ambition should never be apologised for
💬 “I didn’t personally pay anything to acquire this company. The bank funded it, and the business repays the loan. More people need to know that’s even possible.” — Jenny Johnston
Links & Resources:
Azure Communications — use code FOX20 for 20% off your first order: https://azurecomm.ie
Connect with Jenny on LinkedIn: https://www.linkedin.com/in/johnstonjenny
Connect with Jenny on Instagram: https://www.instagram.com/jennyjohnston.oneill?igsh=MXkxa3FvcTVxaGJqbw==
Connect with Azure on Instagram: https://www.instagram.com/azure_communications_?igsh=OXd5dTgxZmphenZj
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Music Credit: “Nobody Knows” by Andrew Applepie — used under royalty-free license.