Johnson&Company
Unique Clients. Distinctive Services. Intelligent Solutions.


               Marketing Specialists For Sub-Institutional Hedge Funds
 
   
         

                          FACT: 89% of all hedge funds fail to reach $100 million in AUM.
     
       FACT: 81% of hedge funds with AUM less than $100 million have no marketing process.


Research shows that the #1 reason why most hedge funds fail to raise assets is the persistent use of inappropriate, inadequate, ineffective and inconsistent marketing.

INTELLIGENT MARKETING is MANDATORY to RAISE ASSETS.

As a point of fact, a solid, holistic grasp of REAL marketing is mandatory before any fund begins a dedicated effort to raise assets. Commitment, ownership, control and leadership of the marketing process is required to continually leverage mission critical assets on an enterprise-wide basis for consistent high-level execution to raise assets.
                                             
                            The three 3 fundamental execution aspects of successful marketing to raise assets:

  1. CONTROL: A start-up, first-time or smaller fund must take COMPLETE OWNERSHIP and LEADERSHIP of ALL marketing and fundraising. Marketing and raising assets are ALWAYS the responsibility of the fund despite any external sources it may attempt to engage such as prime broker cap intro, 3rd party marketing (TPM) or registered finders. TPM/External sales professionals or other organizations are not realistic marketing and sales options until a fund reaches the minimum institutional level of AUM (typically $200 Million) along with solid operational infrastructure. NOTE: research reveals that only 1 out of every 275 sub $250 million AUM hedge fund obtains a TPM/external sales relationship.
  2. COMPETENCE: A start-up, first-time or smaller fund must have or acquire MARKETING ACUITY. A deep level of marketing and fundraising knowledge, experience, skills, relationships, resources, insight, information and intelligence.  
  3. CONVICTION: A start-up, first-time or smaller fund must have proactive, high-level execution consistency from a deep factual belief that when marketing and fundraising, it is doing the RIGHT things RIGHT, reaching the RIGHT investors, intermediaries, allocators and distribution channels given its profile.
                                           
                                                                Johnson & Company
                                                                      
A critical point of competitive differentiation for us is consultative candor. Candor, in the form of accurate information, direct answers and clear solutions, is the catalyst for fast action. With candor a new or smaller fund can get to the source of problems quicker, solve them faster and operate better. Lack of candor is a killer to success. Candor fosters clear communication, accountability and creative conflict, which leads to consistent high-level performance and exceptional results. We do not operate without it nor should any new or smaller fund.

Our 20+ years experience, unique proprietary resources and solid relationships uniquely qualify us to help sub-institutional funds meet the challenges, requirements and cost of marketing by marketing process development, implementation and execution.

                                                The Bottom-line: We Deliver "Marketing Alpha"

             Marketing for a new or smaller hedge fund is completely different than for a larger or more-seasoned fund.

Candidly, the vast majority of new and smaller funds do not engage the RIGHT investors and intermediaries given their fund profile, they "chase institutional unicorns". Moreover, most fail to execute the RIGHT strategic and tactical actions the RIGHT way, which leads to chronic failure raising assets. It takes the RIGHT customized marketing process for a new or smaller fund to raise assets.

We deliver a "no-nonsense", focused, structured and disciplined research-based experienced marketing process, that provides the fund-specific answers, strategies and solutions, which deciphers the nuances and complexities of raising assets to save TIME, MONEY and EFFORT. Our approach optimally prepares and positions a new or sub-$150 fund for efficient, effective, expedient and economic step-by-step marketing execution to meet the challenges and requirements of raising assets in a hyper-competitive, highly-selective climate. We make sure the RIGHT infrastructure, resources and skills are firmly in place to enable consistent, high-level execution consistency for the efficient identification of the RIGHT investors given the fund profile supported by effective communication and appropriate qualitative/quantitative engagement with select investors, intermediaries, allocators and distribution channels to achieve optimum visibility, increased awareness to form and nurture the RIGHT relationships, which are the catalysts to raise assets. This is "Marketing Alpha".                                          

Plainly, "Marketing Alpha" is now a business necessity, particularly for new and sub $150 million AUM managers but clearly it is not common practice among most sub-institutional hedge funds. The vast majority of new and smaller hedge funds have the false belief that raising assets is simply a matter of producing investment performance.

The truth is investment performance and returns only bring a level of attention, which rarely results in allocations. In the post-credit crisis/Madoff climate investors are more skeptical, better informed and idiosyncratically demanding. As such, raising assets for a start-up or smaller fund demands a commitment to "Marketing Alpha".

               IT'S SIMPLE: IF YOUR PRIORITY IS RAISING ASSETS, IT TAKES "MARKETING ALPHA".

                                                         FOR MORE INFORMATION CONTACT:

                                                      BRYAN JOHNSON, MANAGING PARTNER
                                                           (512) 786-1569 or BKJ@johnsn.com
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