Private equity fund manager websites are burying the information investors need

GPs often employ a disastrous strategy when it comes to planning a new website: first, they visit other private equity fund manager websites, for “inspiration” (to copy them); and, secondly, they  proceed to gather all the content that feels approximately relevant and dump it on a few pages (and particularly on the homepage). The result?…

In marketing, you can be too institutional

The term “institutional” in the context of things like your operational infrastructure, financial controls and reporting, or risk management allows for very little discretion. There are very clear expectations about what is acceptable to an institutional LP in order for them to even consider an allocation to your fund. When it comes to marketing, however,…