FY26 MOF sales
$523k
Year ended 30 June 2026
Buyer information summary · 14 August 2026
A decade of industry leading event experiences.
This page consolidates the financial, booking, enquiry and operating information currently available for the proposed sale of Men on Fire. It is a commercial due diligence summary, not an audited report.
Australia-wide contractor coverage with a low-touch operating model.
At a glance
The buyer snapshot
Headline indicators use the supplied finance files and the Monday.com booking and CRM boards. Counts are as at 14 August 2026 unless the financial period is stated separately.
FY26 MOF gross profit
$213,727.15
Bookings transferring from handover
10
MOF / Agency events dated from 1 January 2027
Current 2027 booking value
$11,010
Applicable deposit balance of $1493 will be paid forward to the buyer
Business performance
Enquiries and bookings, clearly paired
Each year is shown side by side. The current 2026 funnel contains 1,013 leads, 335 won deals and 272 opportunities still in progress.
2024Full year
Enquiries
861
Bookings
526
High volume year
Conversion
NA%
CRM implemented during this year
2025Full year
Qualified enquiries
1,565
New CRM exclusions applied after cutover
Bookings
473
MOF + Agency events
Conversion
30.2%
Bookings ÷ qualified enquiries
2026Current pipeline
Leads so far
1,013
Through 14 August 2026
Won
335
Confirmed won deals
Resolved conversion
45.2%
335 won ÷ 741 resolved leads
Deals in progress272
These opportunities are still open and excluded from the resolved conversion denominator. Conversion can increase as they move to won or lost.
Operating strategy
Less.
Better.
Better.
Less volume. Less admin. Same revenue.
The business deliberately moved away from boats, venue packages and party buses where it typically earned a 15% commission. These jobs increased coordination and gross transaction value without contributing equivalent margin.
Hands-on involvement and paid advertising were substantially reduced. Organic search became the primary acquisition engine, supporting a leaner operating model and a more transferable owner role.
Monthly volume
MOF + Agency bookings
202420252026
2026 August shows events dated through 13 August only. The handover book is measured separately from 1 January 2027 and currently contains nine MOF/Agency bookings.
Monthly volume
Leads
202420252026
2026 totals 1,013 leads through 14 August. Monthly bars use enquiry date, not event date.
Conversion and booking value
Indicative commercial efficiency
2024 and 2025 compare enquiries with booking volume. The current 2026 rate is won deals divided by resolved leads: 335 ÷ (1,013 − 272) = 45.2%. Average value uses P&L MOF sales divided by corresponding booking volume.
| Period | Enquiries | Bookings used | Indicative conversion | Indicative revenue / booking |
|---|---|---|---|---|
| CY2024 | 861 | 526 | NA% | $1,061 |
| CY2025 | 1,565 | 473 | 30.2% | $1,101 |
| 2026 current pipeline | 1,013 | 335 won | 45.2% | 272 deals in progress |
Lead sources
SEO is the primary 2026 acquisition engine.
This view covers the 1,013 New CRM leads recorded through 14 August 2026. Every lead not explicitly labelled AI, Instagram or paid advertising is classified as SEO.
2026 source rule
SEO accounts for approximately 91.6% of New CRM leads under the operating attribution rule. Paid ads represent approximately 4.0%, AI 3.3% and Instagram 1.1%.
2026 New CRM lead sources
1 January to 14 August 2026
Contractor & partner network
National delivery capacity already in place.
The Staff List board contains 35 active contractors across NSW, QLD, VIC and SA, supported by nine venue relationships and four national agency channels. All delivery staff are engaged as contractors.
19NSW
7QLD
7VIC
2SA
Active capability
Multi-service contractor pool
- Combined life drawing and cocktail-class hosts
- Classic cocktail-class hosts
- Fireman cocktail-class hosts
- Solo life-drawing hosts
- Bar-work contractors
- Regional coverage recorded within approximately two hours of each east-coast capital city, excluding Canberra
Current contractor rates
- $250 for a 90-minute life-drawing event
- $250 for a two-hour cocktail class
- $450 for a three-hour combined life drawing + cocktail class
- Travel paid on top, generally around $50 per driving hour; a job one hour from the CBD would typically receive a $100 return-travel bonus
Venue partners
- Wheat Wine Whiskey · VIC
- The Mix Bar · QLD
- Bottega Coco · NSW
- Arthouse Hotel · NSW
- Great Northern · NSW
- East Village Hotel · NSW
- Taphouse Hotel · NSW
- Rockfish Catamarans · NSW
- Champagne Sailing · NSW
National agencies
- House of Hens
- My Ultimate Hens
- Get Loose Events
- Coastal Hens and Bucks
Agency relationships are recorded as national. Commercial terms and assignment/continuity should be confirmed during handover.
Brand in action
A recognisable, visual experience brand.
Official Men on Fire website imagery is used here to show the core customer experiences being transferred.
Financial performance
Core sales and direct costs
The supplied PDF P&Ls are calendar-year cash-basis reports; the add-back workbook is for the year ended 30 June 2026. Period bases are labelled to avoid false comparability.
CY24 MOF sales
$558k
Full calendar year
CY25 MOF sales
$521k
Full calendar year
FY26 MOF sales
$523k
Year ended 30 June 2026
2026 YTD MOF sales
$319k
1 Jan to 13 Aug only
+$112k confirmed102 events from 22 Aug–31 Dec × $1,101 average revenue
| Metric | CY2024 reported | CY2025 reported | 2026 YTD reported |
|---|---|---|---|
| Sales - Men on Fire | $558,293 | $520,778 | $319,032 |
| Contractors — adjusted for CCS | $210,178 | $213,287 | $108,989 |
| Cost of Goods Sold — adjusted for CCS | $90,030 | $83,906 | $47,431 |
| Indicative MOF direct contribution | $258,085 | $223,585 | $162,612 |
| Average gross profit per event | $491 | $473 | $607 |
Contractors and COGS remove $300 and $250 respectively for each exact Cocktail Class Sydney booking record: one in CY2024, 27 in CY2025 and 25 through 13 August 2026. Average gross profit per event uses 526 events in CY2024, 473 in CY2025 and 268 completed events through 13 August 2026.
FY26 add-backs
Every workbook-designated adjustment
The schedule below reproduces the add-backs in the FY26 workbook. It does not independently determine whether each item will be accepted by a buyer, financier or tax adviser.
Operating expense add-backs
$308,198
Workbook-designated
Direct-cost add-backs
$25,542
Contractors and COGS
Total displayed add-backs
$333,741
Before buyer acceptance testing
Wages and salaries$201,501.23Vendor salaries and two to three casual assistants. Administration is expected to be absorbed by the buyer; warehouse/logistics support is estimated at approximately $10,000 per year if required.
Superannuation$24,106.35Vendor superannuation plus two to three casual assistants; not expected to continue on the same basis after acquisition.
Rent$20,883.91Vendor office and warehouse rent. The NSW warehouse can be retained at approximately $770 per month if desired.
Office expenses$11,716.79Click Road office costs, unrelated to Men on Fire.
Motor vehicle expenses$10,501.87Costs relate to the vendors' personal vehicles held in the company.
Fuel$8,379.24Vendor-incurred fuel costs unrelated to the transferred business.
Consulting & accounting$4,530.86Existing accounting fees; the buyer substitutes its own accounting cost.
Insurance$3,733.00Only Men on Fire-relevant WorkCover and company insurance remain after this adjustment.
Telephone & internet$3,270.00Men on Fire phones remain; personal phone and internet costs are added back.
Website & email$3,000.00
Light, power & heating$2,985.16Vendor office and home-office costs unrelated to the acquisition.
Client gifts$2,277.24Gifts for clients of the vendors' other businesses.
Travel - national$2,316.16Vendor travel costs are non-recurring for the buyer.
Subscriptions$1,750.00Monday.com, the SMS system and Zapier remain; unrelated software subscriptions are added back.
Advertising & marketing unrelated to MOF$1,730.00
General expenses$1,606.14Miscellaneous vendor meeting and related expenses.
Filing fees$863.00New company-name registrations; only Men on Fire-relevant filing costs remain.
Tolls$819.72Personal tolls.
Uniforms$611.00Only Men on Fire-relevant uniform costs remain after adjustment.
Parking$601.24Miscellaneous parking incurred during travel and other vendor activity.
Interest expense$537.29Unrelated to the transferred operation.
Amortisation$454.00Unrelated to ongoing operations.
Bank fees$24.00Unrelated to ongoing operations.
Contractors$22,110.00Cocktail Class Sydney contractor/cost allocation added back in the workbook.
Cost of Goods Sold$3,432.47Cocktail Class Sydney contractor/cost allocation added back in the workbook.
Systems & operations
A technology-led, low-touch operating model
The known stack and workflow below are based on the systems used to prepare this diligence summary. A live walkthrough is the appropriate way to validate automation logic, permissions and handover readiness.
Core operations
Monday.com
Bookings, legacy archive, New CRM, historical enquiries, contractor scheduling and the operating records used throughout this analysis.
Commerce & finance
Shopify + Xero
Shopify supports the customer-facing commerce layer and Xero supports bookkeeping and financial reporting.
Automation & communication
Zapier + TextMagic + Mailchimp
Zapier connects the workflow; TextMagic supports SMS communication; Mailchimp supports email audience management and campaigns.
Ongoing software cost
The operating stack—Monday.com, Zapier, Shopify, Xero, TextMagic and Mailchimp—costs approximately $700 per month excluding GST, or approximately $8,400 per year excluding GST. Final pricing will depend on the buyer's selected plans and usage.
Owner involvement and transition
The business requires approximately 10–15 hours per week once the operator is familiar with the systems. A learning curve applies during handover while the buyer becomes comfortable with the CRM, automations, contractor network and event exceptions.
The business is seasonal. Busier weeks can involve management of 15+ events and require more coordination time. Additional owner or team hours are required to accelerate growth, recruit more contractors, expand service areas or launch additional services.
Acquisition model
Paid advertising was substantially reduced and SEO became the primary demand engine. Under the 2026 source rule, SEO represents approximately 91.6% of New CRM leads.
Customer journey
From organic enquiry to post-event follow-up—with only three core human touchpoints.
Automation carries the customer and contractor workflow between each milestone. Human effort is concentrated on completing missing CRM information, approving the AI-assisted quote and selecting the right contractor.
3Core human touchpoints
19Automated or customer-led steps
AutomatedCustomer-ledHuman touchEvent
01
Discover & qualify
SEO creates and qualifies demand
- Client discovers the website through SEO
- Client submits the online enquiry form
- AI reads the enquiry and asks for any information missing for a quote
- Team updates the CRM with the missing information
02
Quote & nurture
The CRM keeps the opportunity moving
- Team generates the correct location quote and AI-assisted email
- System sends the quote
- Automatic follow-up is sent seven days later
- A promotional offer is sent after 14 days if the client has not booked
03
Book & schedule
Booking data becomes an operational job
- Client books using the online form
- Booking is added automatically to the booking calendar
- Automation generates the deposit invoice
- Team selects the appropriate contractor
- Contractor receives a notification; the event is added to their calendar and acceptance or decline is monitored
04
Prepare & confirm
Timing automations prepare both sides
- 19 days before: request final guest numbers
- 15 days before: send the adjusted balance due using actual guest numbers
- Client pays in full approximately two weeks before the event
- For cocktail classes, automation creates the run sheet and packing list
- Five days before: generate and send staff job details
- Client receives a confirmation text
- System monitors responses and marks the job finalised once staff and client are confirmed
05
Deliver & retain
The experience happens; retention follows automatically
- Men on Fire event is delivered
- Two days later: automated thank-you and post-event follow-up email
Low-touch by design
Once the initial information is complete and a contractor is chosen, the system handles quoting, nurture, booking creation, invoicing prompts, scheduling communication, guest-number confirmation, run-sheet preparation, staff instructions, client confirmation and post-event follow-up.
Reputation & audience
Customer proof already compounds the brand.
The official website reports 200+ five-star Google reviews and links directly to @menonfireaustralia. The embeds below keep the live destinations accessible inside the buyer summary.
★★★★★“Thank you SO much… incredible time!”
★★★★★“Men On Fire made our night!”
★★★★★“What an amazing company to book with!”
Contractors, relationships & assets
What is intended to transfer
The following is a high-level sale perimeter for discussion. Final transfer remains subject to an agreed asset register, third-party consents, privacy obligations and the sale agreement.
High-level scope
Digital and brand assets
- Men on Fire domains and websites
- Brand, creative assets and operating content
- Social media accounts and associated audiences
- Business phone number and relevant communications assets
High-level scope
Systems, data and automations
- AI-assisted response to new leads
- SMS and automated CRM follow-up sequences
- Post-event feedback automation
- Automatic promotion offers after a defined period in the pipeline
- Customer form-based booking system
- Automatic outreach to confirm final guest numbers
- Cocktail-class run-sheet generation
- Staff scheduling, acceptance and calendar-add automation
- Monday.com operating boards and historical records
- Customer and enquiry database, subject to privacy and consent requirements
Network verified
Contractors and entertainers
The Staff List records 35 active contractors: NSW 19, QLD 7, VIC 7 and SA 2. All staff are contractors. Standard rates are $250 for 90-minute life drawing, $250 for a two-hour cocktail class and $450 for the three-hour combined package, plus travel generally calculated at about $50 per driving hour.
Relationships verified
Venues, agencies and referrals
Nine venue relationships and four national agencies are recorded. This opens up to zero ad spend bookings and opportunity to integrate other company party buses and boats with new agencies.