Genießen Sie von Millionen von eBooks, Hörbüchern, Zeitschriften und mehr - mit einer kostenlosen Testversion

Nur $11.99/Monat nach der Testversion. Jederzeit kündbar.

Hedge Fund Marketing Book
Hedge Fund Marketing Book
Hedge Fund Marketing Book
eBook134 Seiten2 Stunden

Hedge Fund Marketing Book

Bewertung: 0 von 5 Sternen

()

Über dieses E-Book

Ullrich Angersbach: „Beim Hedge Fonds Marketing kommt es auf jedes scheinbar unwichtige Detail an.“

Ullrich Angersbach ist selbständiger Marketingcoach und Vertriebsberater für Fondsmanagement-Gesellschaften. Er blickt auf eine langjährige Laufbahn in der Finanzbranche zurück. Seine Erfahrungen mit Fonds-Managern einerseits und Investoren andererseits hat er in einem Buch mit dem Titel: „What Works in Hedge Fund Marketing and Investor Relations“ zusammengefasst. Was für Hedge Fonds Marketing gilt, gilt größtenteils für alle alternativen Kapitalanlagen. Derzeit ist dieses Buch nur in englischer Sprache erhältlich.

Die Zielgruppe, die Ullrich Angersbach mit diesem Buch ansprechen möchte, sind vor allem seine Kunden aus den Jahren seiner selbständigen Tätigkeit seit 2008. Die Absicht des Buches ist es, den Fonds-Managern und Fondsmanagement-Gesellschaften, die er berät, zu helfen, ihr verwaltetes Vermögen schnell und nachhaltig zu steigern. Die zentrale Fragestellung ist: Wie können gerade kleine Fondsmanager mit geringem Budget Investoren gewinnen?

Beim Inhalt seines Buches beruft sich Ullrich Angersbach auf sein Wissen, das er unter anderem als Mitgründer der Fondsmanagement-Gesellschaft Absolute Capital Management gesammelt hat. Das verwaltete Vermögen der Fondsmanagement-Gesellschaft stieg innerhalb von fünf Jahren von rund 8 Millionen Seed Capital auf über 2 Milliarden USD. Verschiedene Marketingstrategien wurden über die Jahre hinweg getestet und ausprobiert. Anhand der Praxis wird dargestellt, welche Marketingmaßnahmen wirklich funktionieren. Dabei kommt es auf Details an, die – wenn sie übersehen werden – häufig zu Misserfolgen führen. Diese kostspieligen Fallen zu vermeiden, ist vielleicht der größte Nutzen, den das Buch Fondsmanagern bieten kann.
SpracheDeutsch
HerausgeberBooks on Demand
Erscheinungsdatum8. Mai 2015
ISBN9783734788468
Hedge Fund Marketing Book
Vorschau lesen
Autor

Ullrich Angersbach

Zur Person des Autors: Ullrich Angersbach schloss Ende 1979 sein Studium zum Diplom-Kaufmann an der Ludwig-Maximilians-Universität in München ab. Danach arbeitete er in führenden Positionen bei einigen großen Banken, einem Vermögensverwalter, einem Family Office und einer Fondsmanagement-Gesellschaft. Darunter war auch die Matuschka-Gruppe, der zu seiner Zeit größten bankenunabhängigen Vermögensverwaltungsgesellschaft Deutschlands. 2001 war er Mitgründer einer Fondsmanagement-Gesellschaft (Absolute Capital Management), die 2006 in London an die Börse ging (AIM). Seit 2008 ist er selbständiger Marketingcoach und Vertriebsberater für Fondsmanagement-Gesellschaften.

Ähnlich wie Hedge Fund Marketing Book

Ähnliche Bücher

Ähnliche Artikel

Rezensionen für Hedge Fund Marketing Book

Bewertung: 0 von 5 Sternen
0 Bewertungen

0 Bewertungen0 Rezensionen

Wie hat es Ihnen gefallen?

Zum Bewerten, tippen

    Buchvorschau

    Hedge Fund Marketing Book - Ullrich Angersbach

    much!"

    Part 1: How to Attract Prospects

    1.1 What Are the Specific Marketing Challenges for Hedge Funds?

    You are a hedge fund manager . You truly belief in your ability to manage a hedge fund in a well-defined market niche. Your education and past performance are impressive. Now, all you need is an adequate amount of assets under management (AUM) to use the market opportunities that you see to create value for investors.

    Alternatively, you are a marketing expert and have found a hedge fund management company with a great fund manager who deserves to attract more investors.

    All right, if one of these scenarios is the case, let’s first look at the specific marketing challenges faced by hedge funds.

    The typical hedge fund is not allowed to conduct public marketing. This makes attracting prospects very challenging.

    Investors can select hedge funds and hedge fund managers from a few thousand alternatives, which makes getting their attention quite competitive.

    To manage a hedge fund and an investment team well is already a great achievement. However, prospects and existing investors want direct contact with fund managers, which puts even more stress on the key people.

    So, how can you attract prospects?

    The simple answer to this question is " give them what they want ."

    Imagine that there are more than 100,000 professional investors around the world who screen the hedge fund universe for a basket of funds that fit their criteria.

    Over time and with the help of this book, you will better understand:

    Who your prospects are;

    Where to find them;

    What their investment criteria are;

    How to present your fund and team; and

    How to improve to be even more attractive to investors.

    Learn as much as you can about your prospects, your investors, and their investment criteria. Not all of your investors will be institutions but their needs can give you some guidance for the marketing challenge that you face.

    According to a survey by SEIC (an investment company listed on NASDAQ) and based on our own experience with institutional investors, most prospects look for these top four factors when selecting a hedge fund manager:

    Reporting and transparency: investors clearly want to understand a fund’s strategy;

    Institutional quality infrastructure and operations, especially various aspects of risk control: to reach this level might take years;

    People: a qualified and stable team on all levels;

    Investment discipline: more important than short-term performance.

    This section of the book first classifies hedge fund investors and discusses the various options available to attract them. It then goes on to outline the best ways to market your hedge fund, whether it’s a start-up, an emerging fund, or a later stage fund.

    These marketing vehicles or channels include: personal contacts, roundtable events/specialty clubs, conferences, the press, a Web site, Internet databases, directories, prime broker capital introductions, leaders in the hedge fund industry, and third-party marketers (agents).

    Just remember that prospects are people. They are not to be feared, and they are potential investors to whom you can offer an exciting investment opportunity! Relax, cultivate your relationships, and you and your fund will succeed.

    1.2 What Are the Target Groups for Your Hedge Funds?

    1.2.1 Categories of Investors

    In what categories do investors in hedge funds fall? There are several:

    Personal– Wealthy friends you know personally and are qualified to invest in hedge funds.

    High Net Worth Investors– Qualified individual investors.

    Private Banks / Wealth Managers– Private banks are typically located in Europe and advise wealthy clients. A wealth manager may work for a bank or may operate independently.

    Family Offices– Single or multi-families with a standalone office for wealth and family management.

    Fund of Hedge Funds– Money management firms with a product that invests in a basket of hedge funds, i.e., K2 Advisors, Ermitage Asset Management.

    Endowments and Foundations– Educational endowments and foundations, i.e., Yale University, Robert Wood Johnson Foundation.

    Public Pensions–Government, state, municipal, and NGO pension plans, i.e., Texas Teachers, World Bank.

    Private Pensions–Corporate pensions, i.e., GM Asset Management, Verizon.

    Consultants/Gatekeepers– Typically provide due diligence and approval services; a few also recommend hedge funds to clients, i.e., Cambridge Associates, Consulting Services Group.

    Banks / Asset Management Companies– Investment banks and asset management companies, i.e., Deutsche Bank, JPMorgan.

    Corporations– Private corporations.

    Unions– Policy, fire, and other union pension funds, i.e., Dallas Police and Fire, Seattle Public Employees Pension Fund.

    Insurance–Insurance companies, i.e., AIG, Endurance.

    Isn’t that list impressive? Finding the target groups is easy using directories for pension funds, fund of funds, banks, etc. The harder part is identifying the right person within these organizations and building a trusting relationship with them. This book will help you with this job.

    1.2.2 Suitable Target Groups

    The number one marketing task for a growing hedge fund business is creating a steady stream of prospects that you, step-by-step, convert into investors. Each stage of your fund’s development has a different potential target investor group.

    For a start-up fund, you may look for seed capital from venture capitalists or seed providers (discussed in detail below). At the same time, you may look for smaller, aggressive investors often found in family offices of wealthy entrepreneurs in Geneva, New York, London, and around the globe.

    The next target group is funds of hedge funds that specialize in emerging fund managers. They often operate on the theory that talented managers in their first years will perform better than they will as the fund grows its assets under management. In the later stages, they are not just managing money, they are also managing a larger, multifaceted team.

    Large institutions (funds of hedge funds, banks, endowments or foundations, pensions) generally consider making an investment once your fund has $100 million to $500 million AUM and a three- to five-year track record.

    Given the size of the allocations that these institutions make, it makes sense for them to invest only if they are able to make a sizable allocation. Moreover, such institutions typically do not want to have a position in your fund that is more than 10% of your assets under management (AUM).

    We advise you to focus on the investor groups that make the most sense for the current stage of development of your fund. At the same time, you should treat all prospects alike, nurturing the seeds for future, larger investments. Small prospects may grow and connect with larger investors at any time, now or in the future.

    At the same time, avoid spending too much time with those who may be more inclined to engage in discussions with you for hours, days, or months and never invest.

    One way to handle such people is to ask them what they need to make a final decision and deliver their request according to an agreed-upon agenda.

    1.3 What to Consider When Launching Your First Fund

    1.3.1 Seed Capital

    Anyone starting a hedge fund business has several personal prospects. Only very few of them will be ready to invest as early birds in a start-up company with no proven track record. How can you secure the seed capital needed to start your fund?

    Put your money where your mouth is! It is critically important that the first subscriptions come from the founders. This is a sign to investors of personal commitment, and aligns managers’ interests with investors’ interests. Down the road, this provides you with a strong argument when trying to secure your second wave of early outside investors.

    An alternative way to begin to manage additional money is with a seed capital provider. These providers have flourished over the past years and include several different categories of investor, from venture capitalists to banks to wealthy individuals. Be aware that most seed capital providers expect future equity and/or revenue from your business.

    Generally, for each $1 million invested, you can expect

    Gefällt Ihnen die Vorschau?
    Seite 1 von 1