Episode 409: The Due Diligence Layer That Decides Whether a Deal Is Real with Josh Emington

From a childhood dream of becoming an inventor like Louis Pasteur to leading commercial due diligence for private equity funds like KKR and HIG, Josh Emington shares how his team sizes markets, calls real customers, and spots the growth opportunities other investors miss.

In this episode of the DealQuest Podcast, host Corey Kupfer sits down with Josh Emington, a partner at The Martec Group, a boutique strategic consulting and market research firm. Josh leads Martec's value creation team, working with lower middle market and middle market private equity funds including KKR, HIG, Granite, Rotunda Capital, and Everglades Equity.

WHAT YOU'LL LEARN

How commercial due diligence tests whether a deal's growth story actually holds up, why customer concentration can erase a company overnight, and what a free pre-diligence memo can flag before a client spends real money. Josh also explains why his team still picks up the phone to call a target's real customers, and how AI has compressed Martec's research timelines from seven days to two.

JOSH'S JOURNEY

Josh's path into research started at a scholastic book sale, where his parents picked up a chemistry kit and a book about Louis Pasteur. He decided he wanted to be an inventor who saved lives the way Pasteur had. His first real deal came as an Eagle Scout, selling popcorn door to door to earn a trip.

The professional turning point came on a customer journey project for a top manufacturer of toilet seats. When his team learned that customers had no idea who to call when a seat broke, they recommended putting the brand name on the back. Two years later Josh saw the brand on a hotel toilet seat and, as he told Corey, "just making an impact in a business like that doesn't get any better."

Over the past decade Josh has executed hundreds of global research and consulting engagements at Martec, focused on commercial due diligence, M&A funnel support, target identification, and customer due diligence anchored in primary research.

 

KEY INSIGHTS

Commercial due diligence looks at both the risks that could blow up a deal and the opportunities a buyer might be paying for without realizing it. Josh shared a southern Florida example where his team helped a client acquire a lawn care installation business alongside a separate maintenance company, turning one time jobs into recurring revenue.

Skipping pre-diligence is a common mistake. At least three times a year, Josh's team will deliver a short, free memo that sometimes recommends an investor not proceed at all because a technology is about to obsolesce or a competitor is far more advanced than the marketing suggests.

Customer concentration is the biggest single risk Josh's team flags. As he put it, if 10 customers or even one customer accounts for 70 percent of revenue and that relationship ends, you do not have a company anymore. Corey pushed back from his seller side perspective, arguing buyers should consider structural protections tied to retention rather than discounting valuation outright.

About 10 percent of Josh's M&A work happens on the sell side through