Mon, Dec 5, 2016
A A A
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
New Managers February 2012

Q&A
On the proper procedures of marketing and asset raising

If you want to do well, develop your marketing strategy 4 to 6 months before starting active fundraising

According to a recent white paper titled "Marketing and Fundraising For Small Hedge Funds", it is getting harder, more expensive and more complex for small and new hedge funds to grow assets under management (AUM). No surprise there.

"Without intelligent, comprehensive planning and preparation, a fund's attempt to grow AUM can be over before it begins," the paper says. "Successful marketing and fundraising requires numerous discussions and planning sessions well in advance (optimally 4-6 months) of formally engaging investors, intermediaries and market participants." The paper then explains the steps to take.

Bryan Johnson

The white paper was authored by Bryan K. Johnson, managing partner of a marketing consultancy shop based in Austin, Texas, called Johnson & Company . The firm specialises in start-up and smaller hedge funds. Johnson has more than 20 years of experience in sales and marketing within alternative investments and was lastly Global Head of Business Development, Alternative Investments at Moody's Investors Service (NYC).

Opalesque put him to the test in a Q&A.

Question: Why and how should fund managers make the distinction between marketing and asset raising?

Answer: Marketing and fundraising are distinct but complementary activities.

Marketing is communication and should be a consistent and continual activity, while fundraising is active solici......................

To view our full article please login

This article was published in Opalesque's New Managers a top-down monthly analysis, news and research publication on the global emerging manager space.
New Managers
New Managers
New Managers

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. M&A - AllianzGI to acquire Sound Harbor Partners, SS&C completes acquisition of Wells Fargo's Global Fund Services business[more]

    AllianzGI to acquire Sound Harbor Partners Allianz Global Investors (AllianzGI), an active investment manager, announced that Sound Harbor Partners, a US private credit manager led by Michael Zupon and Dean Criares, have agreed to join its fast-growing Private Debt Platform. Under the te

  2. Europe - UK investors to pay more tax on money in offshore funds, Do you want to hand your money to super-algo or a Swiss banker?[more]

    UK investors to pay more tax on money in offshore funds From FT.com: Hedge funds in Dublin and Luxembourg are set to be hit by new rules that will force UK investors to pay more tax on the money they hold in offshore funds. As part of the government’s Autumn Statement on the country’s fi

  3. Hunt for yield pushes more investors into riskier assets[more]

    From FT.com: Pension funds and insurance companies have increasingly embraced riskier assets in their hunt for higher returns over the past five years. Alternative assets such as property, infrastructure, private equity and hedge funds have been bought up by institutional investors in a world where

  4. People - Nectar Financial hires senior investment team, Texas A&M replaces retiring foundation investment chief, Ex-Cadwalader partner Woolery makes another sudden exit, How to become a Python coder at a top hedge fund, by the co-CTO of Man AHL[more]

    Nectar Financial hires senior investment team Nectar Financial AG, a Swiss financial technology company for wealth and asset management, has announced that it has hired two key senior leaders to spearhead its digital asset management efforts. The company also announced that it has entere

  5. Activist News - Cognizant has introductory discussion with activist investor Elliott; to review letter, Starboard Value makes huge investment in Hewlett Packard, Hedge fund calls for removal of First NBC Bank CEO[more]

    Cognizant has introductory discussion with activist investor Elliott; to review letter From Indiatimes.com: Cognizant said it had an introductory discussion with Elliott Management after receiving the activist hedge fund's letter asking for a board shakeup, a buyback, a dividend and chan