Thinking about buying a company—or just want to know who in your industry might be next to get snapped up? Tired of Google rabbit holes, stale databases, or salesy “market maps” that look like someone made them for a pitch deck? This guide is for owners, investors, and operators who want a clear, honest look at how to use Owler to spot real acquisition targets. No magic bullets—just a reliable tool and some practical steps.
Let’s get into it.
Step 1: Get Clear on What You’re Really Looking For
Before you start poking around tools, get specific. “Acquisition opportunities” is vague. Are you after:
- Direct competitors to buy out?
- Companies in adjacent niches?
- Small businesses with low visibility and high upside?
- Distressed assets?
Write down your criteria—annual revenue, headcount, geography, etc. Owler can’t read your mind, and neither can you at 11 p.m. after scrolling through a list of “hot startups.” Clarity up front saves hours later.
Pro tip: If you don’t know your criteria, you’ll end up with a list of 200 companies and no clue where to start.
Step 2: Set Up an Owler Account (and Know What You Get)
Sign up for an Owler account. The free version is pretty limited—you’ll get basic info and a handful of searches per month. If you’re serious, consider the paid version. But don’t expect miracles: Owler’s data is scraped and crowd-sourced, so it’s not perfect, but it’s usually “good enough” for early-stage research.
What you can expect: - Company overviews (size, funding, key people) - News alerts (acquisitions, funding rounds, leadership changes) - Basic financials (almost always estimated, especially for private firms) - Competitor lists
What you won’t get: - Deep, reliable financials for private companies (no tool has this, despite sales pitches) - Niche or super-new companies (Owler misses some, especially if they have a small online footprint) - Warm intros or contact info (don’t fall for those “premium lead” upsells)
Step 3: Build and Refine Your Watchlists
Owler’s watchlist feature is your best friend. Start by searching for a few companies you know belong in your target list—think of obvious competitors or companies you admire. Add them to a watchlist.
- Use the “Competitors” tab to see who Owler thinks is in the same space. Sometimes it’s spot-on; other times, it’s random. Don’t take it as gospel, but it’s a decent starting point.
- Add those competitors to your watchlist too.
- Rinse and repeat—explore the networks out from your initial set.
After 20 minutes of this, you’ll have a watchlist that’s actually relevant to your search—not just a random dump of companies.
What to ignore: Owler’s “trending companies” and “most followed” lists. These are popularity contests, not tailored to your needs.
Step 4: Set Up News Alerts (and Actually Read Them)
This is where the real value kicks in. Set up news alerts for your watchlist. Owler pulls news from press releases, blogs, and mainstream media. You’ll get notified when:
- A company raises money (could be a future buyer… or a target)
- Key staff leave (sometimes a sign of trouble or transition)
- There’s an acquisition (learn who’s buying whom and why)
How to use this info: - Look for patterns. If you see a company laying off staff or losing execs, it might be open to offers (or in trouble). - Notice who’s acquiring in your space—are they gobbling up small teams or only going for big players? - Watch for funding rounds—sometimes companies raise a bridge round because they’re running out of runway and might be open to a sale.
What to ignore: Generic news (“Company X launches new website”). Focus on moves that signal change: funding, layoffs, acquisitions, leadership turnover.
Step 5: Dig Deeper with Advanced Filters
If you’re on a paid plan, Owler lets you filter by industry, revenue range, geography, and more. Use this to narrow your list:
- Set realistic revenue or employee count ranges (if you’re a $5M business, ignore companies 10x your size—unless you’re just there for inspiration)
- Filter by location if regional proximity matters (for logistics, clients, or even sanity)
- Look for companies that haven’t raised much outside money (often more open to acquisition, less “unicorn” delusion)
Pro tip: Don’t over-filter. Sometimes the best opportunities are weird outliers. Use filters to cut noise, but don’t end up with a list so narrow you miss out.
Step 6: Research Each Target—But Don’t Trust the Numbers Blindly
Owler estimates revenue, headcount, and growth. Treat these as ballpark figures, not gospel. Here’s how to sanity-check:
- Cross-reference with LinkedIn (does the headcount match up?)
- Google the company name + “press release” or “funding” to see if there’s real news to confirm size or activity
- Look at the company’s own website—are they active, growing, or stuck in 2018?
If something looks promising, dig deeper outside Owler. This is where your own research, network, and gut come in.
Be realistic: Owler can get you to a solid short list. But before you reach out or make an offer, you’ll need to do your own due diligence. No tool replaces that.
Step 7: Track Signals of Acquisition-Readiness
Some signs a company might be open to acquisition (or at least a conversation):
- Recent layoffs, especially at the leadership level
- Founders stepping down, or new interim CEOs
- Stalled product launches or shrinking headcount
- No recent funding after years of regular raises
- M&A rumors in the press
Set up Owler alerts for these signals. But don’t assume every company in flux wants to sell—sometimes they’re just pivoting (or flailing).
Pro tip: Combine Owler alerts with Google News and LinkedIn updates for a fuller picture. If you see the same story in three places, it’s worth a closer look.
Step 8: Reach Out—But Don’t Lead with “Are You Selling?”
Once you’ve got a shortlist of real possibilities, it’s time to make contact. Some tips:
- Don’t copy-paste generic “We’d like to discuss acquisition” emails. Everyone hates those.
- Reach out as a peer, not a vulture. Mention specific things you admire or areas where you see alignment.
- Be honest about your intentions, but don’t rush. A casual chat is better than a hard sell.
Owler won’t give you direct intros, but it can help you find names and roles. Use LinkedIn to connect, or check the company’s website for direct contact info.
What Works, What Doesn’t, and What to Skip
What works: - Building a focused watchlist and monitoring news for real signals - Using Owler to spot mid-sized, less flashy companies (the kind everyone overlooks) - Combining Owler data with your own research and network
What doesn’t: - Blindly trusting Owler’s revenue or funding estimates - Chasing “trending” companies that are already in everyone’s inbox - Expecting Owler to hand you a list of ready-to-sell businesses (that’s not how any real market works)
What to skip: - Premium features promising “leads” or “warm intros”—they’re rarely worth it - Over-relying on any one tool. Owler is a starting point, not the whole process.
Keep It Simple—And Iterate
Don’t let tools or data overload slow you down. Start with a clear idea of what you want, use Owler to build a shortlist, and iterate as you learn. You’ll get better (and faster) the more you do it. Most importantly: don’t get stuck in research mode forever. The real work starts with the first conversation.
Good luck—and don’t forget, no tool is smarter than your own judgment.