General Partners
Fund Positioning and Market Preparation
Regulatory changes, cyclical capital-raising and increased competition have put greater focus on proper positioning of your fund in the marketplace. Early preparation for market will ensure that your fund documentation, marketing message and fundraising efforts are aligned with marketplace demand. SteelBridge resources have done extensive industry research and helped funds align their offering with gathered market intelligence. Our team will help you optimize your message to set yourself apart and access the right investors.
Pre-Marketing
Before you start the marathon of fundraising, marketing plans and materials, fund documents and your fund’s story all need to be finalized. Collectively our team can identify the best pre-marketing approach for your fund, and then generate material that allows you to set yourself apart in an increasingly competitive environment.
SteelBridge experts work relentlessly to ensure all aspects of your fund and your staff members are prepared to best position you in the marketplace and achieve your fund goals. Let us help you with:
- Go-to-market strategies – Connect with the right investors by combining our network with yours including access to proprietary investor search databases
- Compelling story – Tell your story by articulating what about you makes your fund different in the marketplace
- Cross-platform marketing delivery – Balance inbound versus outbound marketing, and create the highest quality stable of print, online and media materials
- Quality material production – Craft industry-leading marketing materials that resonate with your target audience and support your brand using our on-staff, private capital industry seasoned creative copywriter
- Consistent messaging – Create a consistent and clear message that investors can easily understand by taking advantage of our presentation training and ensure messaging consistency between your fund documentation and your fund presentations
- Operational efficiency – Ensure you are operationally efficient by keeping your CRM database and data room current to easily build on relationships during your fundraising efforts
Fundraising
Fundraising can be the hardest part of running your firm. Whether you have managed money for years or recently branched out on your own, our Capital Advisory resources understand the challenges that lie ahead with raising a new fund.
Our approach to fundraising is different than most other capital raisers; we listen to your story and objectives and then craft a plan that works for you. We customize your plan based on our proven proprietary fundraising principles and build it in a way that best communicates your unique story to investors. Our approach helps you optimize your fundraising efforts as an investment manager by focusing on critical meetings and activities. We also give you experience-based forecasts on fundraising time periods, budget and travel needs. From investor prospecting through a signed LPA, we work with you every step of the way towards a successful fund close.
Proprietary Fundraising Principles
Investor Prospecting
Using our experience, our proprietary database, industry databases and software, industry events and conferences, we identify solid prospects that best fit your fund.
Decision-Making
We identify the investment decision-makers; often it may be some combination of the board of trustees, the CIO and investment staff and third-party investment consultants.
Relationship Building
We get to know all of the people involved and further identify the role performed by each, and then we focus on building a strong relationship with the decision-makers.
Pitching
We tailor each pitch to focus on the investor’s appetite for investing in your fund. We initiate conference calls or in-person meetings between LP/Consultant and the fund management team.
Matchmaking
We set up formal onsite meetings with LPs interested in making a commitment. We facilitate onsite investor visits to fully vet your investment process and fund operations.
Commitment Driving and Qualification
We drive the process forward with LPs who have formally communicated interest in making a commitment. SteelBridge will help navigate the process of obtaining the ‘yes’ vote from the board, CIO and consultant.
By employing a unique hands-on approach to prepare you for your capital raise, we recognize that raising capital is all about relationships. Our team of proven fundraisers has relationships with some of the world’s most respected and largest private and public investors, and we talk to those investors on a regular basis. We maintain our relationships through our own proprietary database and use that technology to connect you with investors that ‘best fit’ your fund.
SteelBridge provides white-glove service in the matchmaking process by carefully selecting the most suitable investors from our large network of investment managers with whom we maintain close relationships.
The material herein does not constitute an offer to sell or a solicitation of an offer to buy any financial instrument or securities described and should not be relied upon as an investment recommendation or advice. The content herein is not intended to provide legal, accounting, or tax advice. Use of any information contained herein is at the user’s own risk, and the user is encouraged to discuss the information contained herein with any legal, accounting, tax, or other professional deemed necessary to understand the risks and uncertainties inherent in investing.
Investment Manager Due Diligence Data Collection
Our team of fundraising and due diligence experts has developed a thorough and proven process for responding to an investor’s request for information. SteelBridge has spent thousands of hours with our clients meeting the needs of potential investors and we can help you respond to your investors in the most efficient and comprehensive manner possible. We use a combination of preparation and technology to ensure you have properly collected and organized information and are ready to respond to any type of investor request. Below are the qualitative and quantitative metrics we help you prepare for:
Qualitative assessment
- Fund and Investment Management Team Demographics
- Strategy Differentiation & Portfolio Strategy
- Background Checks
- Business Continuity
- Organization Operation Capabilities
- Technical Infrastructure
- Fund Documents & Legal Structures
- Financial Statements
- Past Press Coverage & References
Quantitative assessment
- Historical Performance
- Benchmark Performance
- Asset Exposure
- Geographic Breakdown
- Liquidity
- Counterparty Risk
- Market Factor Change Impact
- Financing
- Investor Breakdown
- Management Fee Comparison
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Investor Qualification and Closing
SteelBridge can help you manage the investor qualification and closing process by using our full investor qualification program. We help you pull back the curtain of a potential investor, and get to know them by performing research from the ground up. Knowing your investor is also a requirement specified by many regulatory agencies, and we have worked with some of the world’s largest investment managers on their own “Know Your Investor” rules. Our process ensures that every investor touch point is completed right, the first time. From organizing meetings and contact information to completing the subscription process and gaining final signatures, we work to ensure you have the best opportunity to get the commitment and have a successful fund raise.
Deal Pipeline Management
Identifying high quality deal flow is the core to generating interest among investors who are presented with hundreds of opportunities each year. SteelBridge can help you identify and sift through opportunities that present the greatest likelihood for success. We have worked with investment managers to put process and technology in place to improve deal pipeline management. Better manage your potential deals by implementing a robust tracking and reporting process.
Investment Manager Succession Planning
SteelBridge can help investment managers craft a long-term plan on who will be taking over ownership and management of the firm. Let SteelBridge provide an independent view to help owners understand the importance of the succession planning process for the fund management company’s long-term viability and growth.