Veterans, ETA, and Main Street: Highlights from the UCLA Anderson Fireside Chat with Owners in Honor

The UCLA Anderson Fireside ETA Chat brought together an incredible mix of Veterans, spouses, Gold Star advocates, lenders, brokers, SBA leaders, city representatives, and the UCLA Anderson community; people who care deeply about who owns Main Street and how Veterans and their families build real economic power. The insights were candid, the questions were sharp, and the commitment to collaboration was unmistakable. And if by chance you didn’t make it, here are the highlights and key learning points from the room.

Why ETA Matters for Veterans, Spouses, and Gold Star Families

ETA (Entrepreneurship Through Acquisition) is a powerful route to long-term stability and legacy for Veterans, spouses, and Gold Star family member when it’s paired with clear education, sherpa-style guidance, and aligned support.

A structured ETA path gives Veteran and Gold Star families access to established cash-flowing businesses, not just start-up risk, which can be especially important during major life transitions.

Veterans Already Have What It Takes to Be Business Owners

Veterans already have the core capabilities to own and grow businesses; the real gap is access to trusted advisors, lenders, brokers, exit planners, and nonprofit partners who are genuinely aligned with their best interests.

Mission focus, leadership under pressure, team coordination, and a deep sense of responsibility to community all map directly onto successful business acquisition and ownership.

The Risk of Going It Alone in the ETA Space

Without a vetted ecosystem around them, Veterans risk underselling their life’s work or overpaying for “help,” including buy-side brokers charging up to $10,000 per month on six-month contracts with vague promises of a single LOI per month.

Stories shared in the room, including a Veteran who sold a chain of salons “for a song” because he didn’t know where to turn, highlight how much value is lost when owners face exit or acquisition without guidance.

SBA VBOCs See Growing Demand for Acquisition Support

SBA VBOC leaders from SoCal and LA shared that more of their Boot to Business participants are actively exploring business acquisition, not just start-up paths.

They asked to partner with Owners in Honor on the spot to better support those Veteran and spouse buyers with ETA-specific education, warm introductions, and ongoing support.

Who Owns Main Street? Why Community-Level Ownership Matters

Representatives from independent cities across LA County voiced concern about Veteran-owned Main Street businesses being replaced by private equity–backed firms, eroding community identity, continuity, and locally rooted decision-making.

Keeping ETA opportunities in Veteran hands helps:

• Preserve local identity and culture

• Maintain long-term relationships between owners and customers

• Anchor decisions in service-minded, community-focused leadership

The Need for a Coordinated, Human-Centered Pathway

Leaders from IVMF and UCLA Anderson underscored the need for a coordinated, human-centered pathway, from early education through search, acquisition, operations, and eventual exit, so Veterans and spouses never feel like they’re stitching it together alone.

• Veterans don’t just need information; they need:

• A clear roadmap

• A trusted team to call

• Consistent support across the full lifecycle of business ownership

How Owners in Honor Is Moving the Work Forward

• Owners in Honor is responding by expanding ETA education tracks specifically for Veterans, spouses, and Gold Star family members.

• The organization is deepening partnerships with SBA VBOCs, universities, lenders, advisors, and brokers who are committed to Veteran-aligned, transparent practices.

• A key focus is equipping Veterans to recognize and avoid predatory models—before they sign contracts or commit to high-fee services that don’t align with their goals.

  
  

Gratitude to Our Partners and Community

We are deeply grateful to everyone who showed up, spoke openly, and raised their hand to collaborate: Patrick O’Brien and the Anderson Veterans Association; Summer Gershon of Children of Fallen Angels; our panel—Van Lai-DuMone, Patrick Flood, Ed Hart, Wendy Ghormley, and Tyler Le; Traci Cole and Eric Oley from SBA VBOC; Jackie Toenniessen from IVMF; Elaine Hagan from UCLA Anderson; the local city representatives; and every Veteran and spouse in the room who asked the hard questions that move this work forward.

Special thanks to Transworld, Live Oak Bank, LCG Advisors, First Internet Bank, Vets in Tech, US Bank, and the Naval Postgraduate School Foundation for making the California trip possible, and to our Owners in Honor team and board—Theresa Irving, Pam Grewal, Vanna Shir, Paul Lester, Van Lai-DuMone, Joe Lerner, Ben Lerner, and Aaron Sanor—for turning conversations into action.

Owners in Honor is all about building a community of vetted resources, experts, and industry leaders while educating and guiding the Veteran buyer and seller through every step of the ETA process.