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New Managers April 2019

MARKETING CHALLENGE: In the eye of the beholder

 

Spring represents a fresh opportunity for investors and fund managers to attract each other through meaningful discussions of what are needed (investors) and those who provide investment solutions (managers). Both parties want to arrive at congruence; sadly, the getting there often brings conversational hiccups and missed opportunities.

Managers new to the business of talking to investors (read: managers who have spent 99.99% of their time managing money, and 0% of their time selling their talents to new investors) find themselves unfamiliar with the process of discussing their abilities from the perspective of someone outside their world, but interested in learning. Framing the capital ‘ask' conversation is vital to a new manager's success, yet is too often an opportunity lost, as managers bog a conversation down in the myriad of technical

investment details they find themselves most comfortable describing. Let's reset that capital raising ‘ask' scenario to give promising fund managers a better opportunity to engage investors successfully and land some of that ready alternatives capital looking for a new home. THE ALTERNATIVES TREE IS RIPE FOR PICKING 2019 indications are that capital is receptive to alternative assets, and that funds can win over investors looking for relief from traditional market oversaturation. According to Preqin's 2019 Global Alternatives Report: The firm predicts that hedge fund industry AUM will grow by 31% in the next five years, reaching $4.7tn by 2023, as investors' requirements for alpha uncorrelated to public markets continue to push them towards hedge funds With nearly 15,000 funds open to investment, navigating the saturated landscape and performing due diligence to construct a portfolio is no mean feat One in every three fund managers now provides a managed account offering and, over the next five years, 39% of fund managers expect managed account offerings to increase as appetite for the structu......................

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