Marketing Alpha:
Meeting the Marketing & Fundraising Needs of Sub-$100 Million AUM Alternative Asset Managers
INTRODUCTION
Bryan K. Johnson
Founder & Managing Partner
- 25+ years experience in alternative investments as an investor, marketer/salesperson, advisor & expert witness.
- Launched Johnson & Company in 2010 as a firm singularly dedicated to delivering professional marketing advisory and execution to sub-institutional alternative asset managers. Consultation and training of 300+ sub-institutional managers.
- Prior to Johnson & Company, served as Global Head of Business Development for the Alternative Funds Group (AFG) with Moody’s Investors Service in New York City. Senior Relationship Officer actively called on investment executives, board members and decision-makers at endowments, foundations, taft-hartley (unions) plans, single and multi-family offices, public pensions, broker-dealers, RIAs and institutional consultants. Led deployment of Operational Quality (OQ) ratings for hedge funds and credit ratings for alternative investment securitizations such as Collateralized Fund Obligations (CFOs) and debt obligations of alternative asset managers. Clients included: Citadel, Fortress, King Street, Marathon, SAC, Millennium, Brevan Howard and Marshall Wace.
- Before tenure with Moody’s, served as senior lead consultant and chief expert witness for The Attorney General of Texas and The State of Texas in the evaluation of hedge funds and private equity firms involving disposition of the generation assets of Texas Genco and the multi-billion dollar true-up of Centerpoint Energy (CNP:NYSE)
- Preceding engagement with the State of Texas and The Office of the Attorney General, CEO/Founder of Gotham Bay Partners, an alternative investment firm which developed investment policy and asset allocation strategies for 60+ private wealth investors and family offices as well as evaluated single manager and pooled private equity and hedge funds. Raised and allocated $3+ billion to external managers. Principal investor/portfolio manager of a $100 million dollar internal private equity fund.
- B.A. from Washington and Lee University (Lexington, VA) 1986.
STARTING A FUND IS EASY. RAISING ASSETS IS NOT.
Since 2011, Johnson & Company has been the ONLY firm dedicated to the marketing requirements of "sub-institutional" alternative asset managers.
The singular focus: Helping new and smaller managers with AUM less than $100 million succeed raising assets efficiently, economically and expediently.
"Marketing Alpha": 25+ years experience, expertise and skill marketing alternative assets supported by high-integrity independent research and data.
"MARKETING ALPHA": A PROVEN PROCESS.
- Drives intelligent marketing decisions, high-impact investor engagement and consistent execution.
- Delivers the critical "manager-specific" marketing execution and fundraising information, insights, intelligence and instruction for sub-institutional asset managers to expediently, economically and efficiently raise, retain and expand AUM.
- Optimizes the fundraising process by building and maintaining a pipeline qualitatively and quantitative comprised of the most suitable investors given the manager profile to then appropriately engage the pipeline in a "investor-centric/prospect-specific" manner.
- Installs commitment, focus, structure, discipline, consultative candor and accountability combined with high-integrity independent qualitative and quantitative research to quickly stop wasting time, effort and money as well as prevent mistakes that can be fatal to fundraising success.
- Deciphers the "manager-specific" complexities and nuances of raising assets by eliminating the marketing hype, noise, wrong information, myths and fiction. A crucial aspect of the process is addressing the strategic, tactical, operational and financial issues of marketing and raising assets on a "manager-specific" basis.
- Catalyzes data-driven execution of the marketing and fundraising processes from high-integrity independent data and research.
- Provides "assisted step-by-step execution" of the "manager-specific" marketing process at the level required to optimally-position, prepare and equip the manager to raise, retain and expand AUM consistently, faster, easier and less expensively.
For new and smaller managers serious about success raising assets: "MARKETING ALPHA IS VITAL".
Invest time to carefully review the below resources. They are instructional and contain actionable guidance about marketing and raising assets.
Close Encounters of the Third (Party) Kind: 3rd Party Marketing & Sub-Institutional Managers
For new and smaller alternative managers, that want results raising assets, I welcome the opportunity for a candid, no-nonsense conversation.
CONTACT:
Bryan K. Johnson
Direct: (512) 786-1569
Email: bryan@Johnsn.com