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Most small funds fail because they do not have an intelligent marketing & fundraising process.
of the best performing smaller funds are not successful fundraising while other funds, with only moderate
and even poor peer performance, are significantly more successful at attracting assets. The major reason for this paradoxical situation is the difference
between intelligent marketing and indifferent or non-existent marketing.
Candidly, implementing an intelligent marketing process is mission critical for a hedge fund.
When asked to describe alpha generation all funds talk about process, which requires investment in skilled human resources, systems and documented procedures. Marketing and fundraising are complementary processes, which require the same degree of thought, structure, planning, discipline and consistency as investing or trading.
Few small funds completely understand the marketing commitment required to achieve success raising assets. The vast majority of funds approach marketing and fundraising as separate events and do not make the necessary investments in professional resources or appropriate infrastructure and operate without a written strategic and tactical plan. Moreover, most allocate no marketing budget. As such, the common result is failure to consistently raise assets.
The foundation of an intelligent process is a DOCUMENTED strategic and tactical plan with budget. Preparing a REALISTIC plan and budget is mandatory BEFORE beginning a marketing effort and certainly well in advance of launching a fund. Development of a sound plan requires a high level of acuity and intimate discernment of the distinction between strategic and tactical marketing.
A proactive, consistent and disciplined process is required for the regulatory compliant presentation of a funds idiosyncratic approach (investment philosophy), behavioral (operational) distinction, competitive edge and other key process information in a format that can be easily understood and evaluated by the RIGHT investors and intermediaries. This is the essence of an INTELLIGENT MARKETING & FUNDRAISING PROCESS.
An INTELLIGENT PROCESS is comprised of a well-researched, planned, focused, written, structured and disciplined STRATEGIC, TACTICAL & FINANCIAL approach based on an acute understanding of which investors are most qualified, suitable and appropriate given a fund's profile as well as what investors require from a fund qualitatively, in the way of enterprise-wide resources and operational robustness.
STRATEGIC + TACTICAL + FINANCIAL = INTELLIGENT
This type of initiative eliminates inappropriate, inconsistent, inadequate and ineffective marketing activities to promote consistency and accountability, which considerably increases success raising assets.