The one thing alts managers get wrong in building their pitch book

Doesn’t matter the role, skillset, or experience, practically every investment professional seems to have an opinion on the “right” way to build their pitch book (a/k/a “marketing deck,” “pitch deck,” etc). And it’s because of that we see so many of them doing it “wrong.” You know the saying, “put 10 economists in a room…

5 key takeaways to raising capital more effectively

If you execute the 5 tactics below, you will have more success raising capital. 1. Build rapport before you assess interest You will only receive an allocation from an institution that you have a relationship with – so build one. Amazingly, this is oftentimes overlooked or forgotten about. Don’t ask if someone is interested in…

Differentiated strategy – You’re not as special as you may think

Any Pepsi employee can go out and try a Coke. Any GM marketing executive can walk into a Ford showroom they want. They have access to the exact same information about their competitors as any other consumer. They have access to the exact same information about their competitors as any other consumer. Competitor or not,…

The most overused word in alternatives marketing: Proprietary

proprietary \ prə-ˈprī-ə-ˌter-ē \adjective something that is used, produced, or marketed under exclusive legal right of the inventor or makerMerriam-Webster Dictionary If there was ever a word that the alternatives industry loves to hide behind when marketing, it’s “proprietary.” We talk about proprietary research, proprietary processes, proprietary relationships, proprietary algorithms, proprietary systems…the word is as broadly…

A pitfall to avoid when marketing alternatives

Most marketers of alternatives push hard to build a foundation that is both conservative and credible. They believe conservative materials are analogous to their perspective on risk. There is logic to the thinking. On the latter, no one is going to give $100m to anyone that doesn’t come across as credible or professional. Often times,…

Is a misinterpretation of the advertising rules holding back your fundraising?

Got into an interesting discussion at a recent networking event with an experienced 3rd party marketer. It centered around the use of alternative mediums for alternatives managers in fundraising. It became quickly clear that our understanding of the rules around private placement marketing – and opinions on the use of those tools – was not…

Vulnerable is the new cocky

Shows like Wall Street and Billions aren’t based on fiction. Let’s face it the alternative investment industry grew up on bravado, ego, and an affinity for risk. You had to have nerves of steel to survive, which attracted a certain type of person. Huge money was being made, the returns were enormous, and hedge funds…