Sonny Goyal
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Hey Sonny — we both ended up in PE from pretty different directions. been thinking a lot about proprietary origination in lower mid-market lately. would be good to connect.
Hey Sonny, we both ended up in PE from pretty different paths — I came through IB at CS & Greenhill in London rather than building and scaling a business like you. origination was always the same story for me — clear thesis, decent relationships, but no proprietary system of record. the people, tools and ideas were never really connected. every deal virtually sourced from scratch, nothing compounding over time. curious if that's still how most funds operate or if I'm behind the times? — Russ
Hey Sonny, we both landed in PE though from different angles — I came through banking at CS & Greenhill in London into growth equity, not through scaling a business from a basement to $100M+ revenue like you did with ABCOM. the pattern I keep seeing with most funds is weirdly consistent — strong thesis, solid network, but no proprietary system of record. the people, tools and ideas are never really connected, so every deal is virtually sourced from scratch. nothing compounds on itself. curious if that resonates or if you've built something different at PEMM? — Russ
hey Sonny — no worries if the timing's off. most funds I talk to have tried some version of building origination in-house — analyst pulling from Pitchbook or Grata, maybe ChatGPT to help qualify, dumping it into a spreadsheet. each piece kind of works, but there's no system of record tying it together. the people, tools and ideas stay disconnected, so there's tonnes of wasted energy and everything ends up out of sync. been helping a few funds like Mentmore Capital work through that. curious if you've run into the same thing at PEMM? — Russ
totally get it if origination infrastructure isn't top of mind right now — most funds have 10 things ahead of it on the priority list. the funds I've seen crack it early just tend to compound deal flow in a way that's hard to replicate later. if it ever moves up the list, I'm easy to find. — Russ
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Prospect Research
## PROSPECT INFORMATION: Name: Sonny Goyal Title: Co-Founder, and Managing Partner Fund: PEMM Capital LLC Background: Sonny Goyal is the Founder and Managing Partner of PEMM Capital LLC, a private equity firm based in the Greater Chicago Area. He describes his firm as "PE for People," focusing on lower middle-market businesses and prioritizing the long-term interests of founders and entrepreneurs without being tied to traditional investment timeframes. Background: Sonny's career is rooted in entrepreneurship and operational scaling. He began by helping his father grow ABCOM, a computer rental company started in a basement, eventually returning to it after a stint as a consultant at Accenture (Oracle Solutions Group). Over nearly 20 years, he led ABCOMRENTS.COM as CEO, scaling it from 3 employees to over 400 across 20+ offices and achieving over $100M in revenue. In 2019, he oversaw the strategic combination of ABCOM with SmartSource Rentals, briefly serving as CEO of the combined entity before launching PEMM Capital in 2020. He is an active member of the Entrepreneurs’ Organization (EO) and Young Professionals Organization (YPO). Key Skills: Private Equity, Entrepreneurship, Operational Scaling, Strategic Consulting, Event Technology, Relationship Management, and Growth Strategy. Recent LinkedIn Posts and Activity: - August 29, 2025: Shared his experience featuring on a podcast, stating, "Had a great time doing my first podcast! Thanks Dan Arriola for a great conversation about selling your business to Private Equity." - September 12, 2023: Welcomed a new Nurse Practitioner to a partner team: "Get ready for an amazing journey with the Relief Allergy & Sinus Institute team!! Welcome to the team!" - September 7, 2023: Shared a recruitment post for a CFO on behalf of Navin Goyal MD for OFFOR Health: "But only apply if you want to join a growing company with good people taking care of our young people!" - November 17, 2021: Backed a technology solution during a trade show: "Awesome to see AEX Technology Solutions LLC & Vishal Goyal exhibiting again!!! #airpurifier #airpurification AiroDoctor®" - October 27, 2021: Documented his return to trade shows after the pandemic: "Excited to attend Infocomm and support Vishal Goyal and AEX Technology Solutions LLC!! First show in two years!!" - March 29, 2019: Announced a major company merger: "The partnership between ABCOM and SmartSource creates one of the most POWERFUL rental companies in the industry! ... we are ready to unlock THE POWER OF ONE!!" - February 18, 2019: Shared a perspective on unconventional hiring: "LOVE IT!!!!! Crazy people do AMAZING things!!!" - November 14, 2018: Celebrated a long-term milestone: "It has been 30 years since inception. It has been an amazing journey with great partners and amazing people! The entire ABCOMRENTS.COM team is extremely excited for the next chapter!!!" Fund details: - Description: PEMM Capital is not your traditional Private Equity firm. Our core is to focus on the Founders, the Entrepreneurs, the Operators and the PEOPLE. Imagine partnering with a PE firm that’s not tied to a time frame, a custom model to achieve your goals on your schedule. Imagine a model that cares and focuses on the PEOPLE in the business. PEMM Capital is a new type of firm, it is PE FOR PEOPLE! PEMM Capital has built strong relationships with entrepreneurs in North America. We align investors with entrepreneurs to achieve their short or long term goals. No matter the opportunity, there will always be alignment to create ROI and value for ALL stakeholders. - Website: https://pemmcapital.com/ - Location: Chicago, Illinois, United States - Lead qualification: Research: - Query: =PEMM Capital LLC Sonny Goyal recent investments fund thesis - Answer: Sonny Goyal of PEMM Capital LLC focuses on strategic investments in technology services and healthcare sectors, leveraging his entrepreneurial background and network. His recent investments emphasize growth-oriented, innovative companies.