Fri, May 22, 2015
A A A
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
Industry Updates

Hedge funds should approach marketing in four stages of fund development lifecycle – Merlin Securities

Wednesday, August 25, 2010
Opalesque Industry Update - Hedge fund managers should be tailoring their marketing strategies to address the needs of their investors, says a new paper by Merlin Securities, a New York based prime brokerage firm.

In a newly published white paper “ The Spectrum of Hedge Fund Investors and a Roadmap to Effective Marketing”, Merlin Securities advises of the four stages of fund development from launch through to major institutional investor fundraising, and the focus on different services and infrastructure capabilities a fund manager should have to meet the needs of the very different investors who will become part of your client base throughout your fund's lifecycle.

While pre-financial crisis many investment managers invested in infrastructure to build strong operational foundations expecting aum growth across the industry to continue at a strong pace, as AUM levels have declined, even as hedge fund performance has largely remained steady, many managers are facing business management challenges in addition to the expected challenges of portfolio management.

“Today’s climate necessitates difficult decisions both for the top and bottom lines.” Observe Ron Suber, John Quartararo and Patrick McCurdy, the papers authors. The trio looks at various investors into the hedge fund universe and how to best leverage their needs during the different phases of asset raising.

“Clearly the landscape has changed dramatically for hedge fund managers and the investment community over the past several years. And so, too have the investment approaches of each level of the spectrum changed. For hedge funds seeking to reach the next level of AUM, it is important to understand where the fund is in its lifecycle, which investors should be targeted and what each of those investors requires. Only then can a fund begin to organize its overall marketing strategy to meet the increasingly stringent investor requirements.”

The full paper “The Spectrum of Hedge Fund Investors and a Roadmap to Effective Marketing”, can be downloaded here: Source

kb

See our May-2010 articles:
Opalesque Exclusive: Merlin's seven values for hedge funds Source,
and
Opalesque Exclusive: Merlin issues a twelve-point guideline to hedge fund best practice Source

Bg

What do you think?

   Use "anonymous" as my name    |   Alert me via email on new comments   |   
Today's Exclusives Today's Other Voices More Exclusives
Previous Opalesque Exclusives                                  
More Other Voices
Previous Other Voices                                               
Access Alternative Market Briefing


  • Top Forwarded
  • Top Tracked
  • Top Searched
  1. Comment - Top hedge fund managers talk about how easy their jobs have gotten, BlackRock to Schroders warn of Argentina’s $20bn bond glut, The 35-year “investment supercycle” is drawing to a close, says Bill Gross, Gundlach: When the Fed starts hiking rates, 'GET OUT' of this asset class[more]

    Top hedge fund managers talk about how easy their jobs have gotten From Businessinsider.com.au: Time was, before the financial crisis hit, corporate boards treated multi-billion dollar hedge fund managers like Jehovah’s Witnesses pounding on their doors and flashing bibles. But no more.

  2. T Rowe's challenge to Dell deal may fuel critics of 'appraisal'[more]

    From Reuters.com: An increasingly popular tactic used by hedge funds and others to extract more money from buyouts could soon face a major courtroom test when a big investor in Dell Inc may argue that it should be paid a higher price for the 2013 acquisition of the PC maker. The strategy, known as "

  3. News Briefs - Ergen says LightSquared plan unfairly favors hedge funds, Why hedge fund managers make good advisory clients, I learned a lot about dad-bros after spending 4 days in Vegas with 2,000 hedge funders[more]

    Ergen says LightSquared plan unfairly favors hedge funds LightSquared Inc.’s bankruptcy plan gives hedge funds that invested in the broadband company a leg up while blocking telecommunications firms from competing with it, a fund owned by Dish Network Corp. Chairman Charles Ergen said in

  4. Opalesque Exclusive: SEC approves proposed changes to Form ADV, '40 Act - comment period to follow[more]

    Bailey McCann, Opalesque New York: Hedge funds and providers of liquid alternatives will want to pay close attention to proposed reforms approved by the SEC yesterday. The changes will require more frequent reporting, as well as a closer look into social media, liquid alternative strategies, and

  5. New market regime has created more dispersion between managers[more]

    Komfie Manalo, Opalesque Asia: The month of April has marked the transition toward a new market regime, Philippe Ferreira, Lyxor AM’s head of research, managed account platform, commented in the May 5's Weekly Briefing. "The first quart

 

banner