STARTING A FUND = EASY. RAISING ASSETS = NOT.
Fundraising in the early life of a manager's fund is not just critical but a matter of survival.
Fundraising is especially hard for "sub-institutional" managers, those with less than $50 million AUM:
Most fail to get AUM beyond personal capital long with small amounts from family and friends.
WHY?
"81% OF SMALLER MANAGERS DO NOT HAVE A MARKETING PROCESS"
Source: AIMA
There's a lot of BS, scams, hype and wrong information about marketing and fundraising especially for smaller "sub-institutional" managers, those with AUM less than $50 million.
The marketing process for managers that are new or with very small AUM is completely different than for "more-operationally seasoned", "institutional-level" funds with larger AUM.
TRUTH: The requirements, complexity, time, cost and effort required to succeed raising assets are often grossly misunderstood and under-estimated by almost every new and smaller manager.
FACT: Raising assets for new and smaller managers involves numerous qualitative and quantitative factors that go far-beyond investment performance alone as the single decisive driver of an allocation.
For a "sub-institutional" manager to succeed raising assets requires separating fact from fiction and myth from reality to completely address the "real-world" issues of marketing and fundraising on a "manager-specific" basis.
A “sub-institutional” manager must be fully-informed with the FACTS OF MARKETING and equipped with the CORRECT DATA about what encompasses and comprises the MARKETING PROCESS to consistently, economically, expediently and effectively execute fundraising to succeed raising assets.
Marketing process execution optimally positions a new or smaller manager to succeed raising assets in a "low-trust", hyper-competitive, highly-intermediated and crowded climate from investors that are risk averse, stringently selective and idiosyncratically demanding.
In response, Johnson & Company partners with new and smaller "sub-institutional" managers:
“Marketing Alpha Briefings”.
"Marketing Alpha Briefings" eliminate the BS and hype to separate fact from fiction and myth from reality by completely addressing the "real-world" issues of marketing and fundraising for new and smaller managers within an intensive structured, focused and disciplined process.
"Marketing Alpha Briefings" deliver the "manager-specific" guidance within a "process" supported by independent high-integrity facts, data and research along with accurate information, objective insight, frontline intelligence and expert instruction with step-by-step assisted execution to launch, build, and scale a "sub-institutional" manager to achieve the credibility required to attract assets from private wealth individuals and single family offices in the progression to "emerging manager status" with the ability to efficiently raise institutional capital.
“Marketing Alpha Briefings” = NOT a boot-camp, class, seminar, workshop, conference or "event".
BRIEFINGS ARE HELD MONTHLY.
1-ON-1 + INTENSIVE + STEP-BY-STEP INSTRUCTION + ASSISTED EXECUTION
The briefing process covers every strategic, tactical, operational and financial aspect of fund marketing and raising assets for a smaller manager in "manager-specific" detail to optimally position a new or start-up manager for success and stop the struggle, frustration and failure for smaller managers in active fundraising.
The briefing process begins with an “in-person” session (9am - 2pm).
"EDUCATION BEFORE EXECUTION"
MARKETING ALPHA BRIEFING - ONSITE TOPICS
KEY BRIEFING PROCESS COMPONENTS:
A. Assessment of collateral/content, pipeline and engagement/presentation skills.
B. Weekly 1-on-1 Marketing/Fundraising Instruction and Training.
C. 7/days per week "On-Call" Marketing/Fundraising Guidance.
D. Individual "Step-By-Step" Marketing/Fundraising Assisted Execution.
After onsite, 12 weeks of individual “manager-specific” online sessions begin, which are recorded to serve as an accountability mechanism and a reference library to support marketing process execution.
Each session details the key strategic and tactical marketing issues to deliver immediately actionable fundraising instruction with "step-by"-step assisted execution and "on-call" marketing guidance”.
Weekly 1-on-1 sessions in tandem with "on-call" assistance prevents mistakes but most importantly, promotes and maintains marketing process execution quality, consistency and discipline for the level of engagement required to raise assets in a hyper-competitive, crowded and stringently selective climate filled with highly-skeptical and idiosyncratically demanding investors.
“Marketing Alpha Briefings” uniquely deliver comprehensive “manager-specific” marketing advisory and fundraising execution for “sub-institutional” alternative asset managers (those with AUM less than $50 million) within venture, private equity and hedge funds. The process guides new, start-up and smaller managers through all the intricacies, nuances and aspects of fundraising—from competitive positioning and market assessment to marketing collateral and investor development within a structured, disciplined and focused process that eliminates the noise by separating fact from fiction and myth from reality to help managers scale their businesses and solidify an investor base.
This PROCESS insures the right things get consistently executed the right way to achieve RESULTS.
"MARKETING ALPHA BRIEFINGS" = STOP STRUGGLE. STOP FAILURE. START SUCCESS.
Laurence Yang
Founder and Co-Chief Investment Officer
Hong Kong • Zürich •Abu Dhabi • Beijing • Melbourne
AUM grew from $20+ million to $1+ Billion in 3 years
Bryan Johnson, Managing Partner: bryan@johnsn.com
Copyright © 2024 Johnson & Company - All Rights Reserved.
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