STARTING A FUND IS EASY. RAISING ASSETS IS 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 new and smaller managers do not have a marketing process.
Source: AIMA
The marketing process for new and "sub-institutional" managers is completely different than for larger, "more-seasoned" "institutional-level" funds with larger AUM. As such, the marketing requirements, complexity, time, cost and effort required to succeed raising assets are often grossly misunderstood and under-estimated by almost every “sub-institutional” 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.
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 provides “Marketing Alpha Briefings”.
Marketing Alpha Briefings eliminate the BS and hype to separate fact from fiction and myth from reality to completely address 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" marketing 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” are NOT a boot-camp, class, seminar, workshop, conference or "event".
90 DAYS: 1-ON-1 + INTENSIVE + STEP-BY-STEP INSTRUCTION + ASSISTED EXECUTION
The 90-day briefing process covers every strategic, tactical, operational and financial aspect of marketing and raising assets for a smaller manager in "manager-specific" detail.
The briefing process begins with an “in-person” small group (9am - 2pm) session.
"EDUCATION BEFORE EXECUTION"
MARKETING ALPHA BRIEFING - DAY 1 "IN-PERSON" TOPICS:
AFTER ONSITE: Each manager begins weekly individual 1-on-1 “manager-specific” online sessions , which are recorded to serve as an accountability mechanism.
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.
This approach insures the right things get consistently executed the right way to achieve RESULTS.
Bryan Johnson, Managing Partner: bryan@johnsn.com
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