Peony Customer Story: GTGG's Middle-Market Sell-Side Data Room

How a Middle-Market M&A Advisor Set Up a Confidential Sell-Side Data Room with Peony

Customer story · Sell-Side M&A · Middle Market

I'm Chris Chen. Before joining Peony, a data room company serving 8,000+ teams, I worked in M&A investment banking. I worked alongside GTGG while it set up its data room, and this is its story.

Quick answer: GreenTech Global Group (GTGG), an Atlanta-based strategic advisory and capital markets firm, uses Peony (virtual data room) for a confidential sell-side process. Kevan, who leads GTGG's transaction work and has used data rooms on the buy side and sell side for more than 35 years, selected Peony four days after his first demo. He wanted separate permissions for each target or buyer, NDA controls, engagement analytics and fast support, on a platform built for a middle-market deal.

Who is GreenTech Global Group?

GreenTech Global Group (GTGG, greentechglobalgroup.com) is a strategic advisory and capital markets firm based in Atlanta, Georgia, with a team in Kolkata, India. It advises founders, boards, family-owned businesses and investors on M&A, capital raising, investor readiness and strategic partnerships. Its M&A work centers on small- and middle-market assignments.

What did GTGG need from the data room?

GTGG took on a confidential sell-side mandate with strategic and financial targets or buyers. Before asking any vendor for a final written quote, Kevan wrote his requirements into a 12-point checklist.

"Our principal focus is ensuring that the platform can support a disciplined M&A process with multiple buyer groups, tiered access, NDA controls, detailed engagement analytics, strong document security, and responsive transaction support."

Kevan, GreenTech Global Group

Why did GTGG choose Peony?

"It provides the core functionality and professionalism that buyers, investors, advisers, and counsel expect from a VDR, without the complexity or cost structure that can accompany some larger legacy platforms."

Kevan, GreenTech Global Group

He sent a formal request for a written quote a few days after his first demo. Peony delivered it before his deadline, and GTGG selected Peony four days after the demo.

"Peony is clean, intuitive, and quick to implement."

Kevan, GreenTech Global Group

"Based on our experience, I would be comfortable recommending Peony for M&A mandates (Buy/Sell-Side) and capital market transactions that align with the middle market."

Kevan, GreenTech Global Group

How did the room come together?

The branded workspace was set up the same week. GTGG built the folder architecture and numbered it to its own index.

"You can establish the basic architecture quickly and continue refining it as the transaction develops without creating unnecessary administrative complexity."

Kevan, GreenTech Global Group

How does GTGG control downloads?

Downloads are granted by permission and recorded. Downloaded PDFs carry the watermark with the viewer's email and the time, and Excel and PowerPoint files download as the original file. GTGG's practice is to flatten and lock Excel models before upload, grant download rights group by group, and share a PDF version wherever every downloaded copy needs to be traceable.

How responsive is Peony during a process?

When GTGG requested a working session during setup, the Peony team was responsive and available quickly by Zoom.

"When we have a question, we have been able to get a response in real time or very quickly by email, phone, or, when useful, a Zoom meeting. That level of accessibility is particularly important in an M&A process, where an issue that might appear minor can delay diligence or buyer access if it is not resolved promptly."

Kevan, GreenTech Global Group

Frequently asked questions

What kind of data room does a middle-market sell-side process need?

GTGG's checklist covered separate permissions for each target or buyer, an NDA before access, engagement analytics, watermarking and fast support. GTGG runs these on Peony, a virtual data room, for small- and middle-market sell-side work.

How do M&A advisors control what each target or buyer can see in Peony?

Each target or buyer gets its own group and permissions: which folders it can open, and whether it can only view or also download. Advisors can open more of the room to a group as that target or buyer advances in the process.

How does Peony protect documents in a sell-side data room?

With dynamic watermarks on, every page in the viewer shows the viewer's identity, and downloads are allowed only by permission and recorded. Downloaded PDFs carry the viewer's email and the time.

How long did it take GTGG to set up a data room on Peony?

GTGG selected Peony four days after its first demo and had its branded workspace set up the same week.

Who is GreenTech Global Group (GTGG)?

GreenTech Global Group is an Atlanta-based strategic advisory and capital markets firm focused on small- and middle-market M&A and capital raising.

Is Peony used for middle-market M&A?

Yes. Kevan of GreenTech Global Group recommends Peony for M&A and capital markets transactions that align with the middle market. In his words, Peony is "particularly compelling for small- and middle-market M&A and financing processes."

Related reading

• Investment Banking Data Room: The Sell-Side Banker's Playbook