Ask HN: How do I begin the acquisition conversation?

I have a large web project (or a small start-up) that I would be interested in soliciting offers for. There are a handle full of companies that may be interested in buying this. What is a good way to initiate that conversation? Should I fire off emails to the CEOs asking for meetings? Is this a conversation that I can initiate, or is it better to wait for them to contact me?

Thanks