In this episode, Aaron Harper sits down with Eric Pacifici—attorney, entrepreneur, and co-founder of SMB Law Group—to discuss what every franchise buyer, founder, and seller needs to know about small business transactions, legal pitfalls, and structuring deals the right way.

From leaving Big Law to closing over $1B in Main Street transactions, Eric shares hard-earned lessons on legal innovation, franchise diligence, and how social media unexpectedly launched one of the most trusted firms in SMB M&A.

00:00 – Intro
01:41 – Eric returns and shares his backstory
03:30 – Why he left Big Law and redefined success
05:10 – Founding SMB Law Group and identifying unmet legal needs
07:30 – The problems with billable hours and deal structures
10:12 – Tradeoffs of innovating in a traditional industry
12:41 – Launching a law firm off a Twitter account
14:00 – Early traction, demand problems, and scaling the team
16:30 – What makes a “blue chip ETA” deal work
17:50 – Building the Kirkland & Ellis of Main Street
19:45 – Remote-first legal practice and quality of life
21:00 – Golden handcuffs, entrepreneurship, and personal freedom
25:30 – Franchising overlap: why M&A and franchise law intersect
27:00 – Franchise diligence and risks
28:30 – Trends in ETA and franchise buyers
30:45 – SBA 7(a) deal structures explained
34:50 – Silver tsunami, generational wealth transfer
39:30 – How to structure “ugly” or non-underwritable deals
42:00 – Earn-outs, seller financing, and legal risk mitigation
45:25 – Franchising through acquisition strategy
47:24 – Legal marketing and firm visibility
48:41 – Where SMB Law gets its clients: Twitter, referrals, and more
52:07 – The value of project-based legal work
54:16 – Marketing restrictions for lawyers + content strategy
56:14 – Why Eric started creating content accidentally
57:30 – Social media and personal brand dynamics
59:30 – Commentary on content creators and public perception
01:07:29 – Lessons from Alex Hormozi and the value of free education
01:09:40 – How social media influences franchise client growth
01:11:46 – Feedback, self-awareness, and creating authentic content
01:13:00 – Final thoughts on building a business with soul