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Gildas LeTreut Benedicte Gravrand, Opalesque Geneva for New Managers:

Participants at the recent Opalesque Netherlands Roundtable discussed the marketing activities of hedge fund startups. Some think managers should focus on it soon, others believe they should wait before wasting valuable resources.

"When you want to raise assets as an emerging manager," said Gildas LeTreut, Head of Prime Services at ABN AMRO Clearing, "you need to count on your 'families and friends’, which means your own assets and your network that believes in your capacity to succeed. Then marketing efforts can kick-off."

Investors screen around 150 funds per year for an allocation to only three funds, according to a survey by Preqin. The survey also says that investors use external consultants, active reference, cap intro, and active search on database to find funds.

"Even with performance, active marketing, cap intro, listing and visibility in relevant databases are highly important for emerging managers to raise awareness of potential investors," he said.

Jelte de Boer, Portfolio Manager at Optimix, a wealth manager for HNWIs, does not think marketing is so important for hedge funds.

"Hedge fund manager should do the things they need to do, and that for me means managing the......................

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