Whether you are an experienced fund manager or in the process of raising your first fund, you cannot afford to miss the opportunity to make a great first impression when building a relationship with a new investor – and the first tool you will use to engage with an investor is your one-pager. You are competing for the LP’s time, you need to be able to hook their attention right away. To do so, it is critical your one-pager is concise, compelling, and thorough.
First, let’s cover the core principles before we dive into global best practices:
- A one-pager should be easy to read & circulate amongst networks.
- The job of a one-pager is to sell your idea and to get face time with the LP, it is not meant to describe it in full detail.
- Investors typically spend five minutes or less reading a one-pager. Get to the point.
- Be as clear as possible. Every word is important. Don’t be superfluous.
- Aesthetics matter. Do not utilize colors/formatting that will revert attention away from content.
- Do quality assurance. Bad grammar, misspelling and other mistakes not only look unprofessional, it will hurt your credibility.
- Formatting should be simple, yet appealing.
- Keep your one-pager to one page. Sounds simple. Simple is hard.
As you edit your one-pager, think about your fund from an outsider’s perspective. Your document should answer investor’s basic questions before they have to ask you. Ask yourself:
- What is this LP looking for in a good fit?
- How can I share that information in as few words as possible?
To pitch a high-level overview of your fund, it is critical that you sell your management team, highlight your previous investment experience (even if you’re a first time manager), differentiate your investment strategy (you want to stand out from the crowd), showcase your fundraising progress, and paint a vivid picture of how your fund will achieve desired results.