Here are some key elements of the Institutional Marketing Process
- Scope – Unless you have a “hot” fund, you will have to contact a large number of potential prospective institutional LPs
- Professional materials – You will only get one opportunity; use it wisely
- Disciplined process – You need to have a disciplined process to interact with hundreds of institutional LPs
- Preparation – Be prepared for the breadth, depth and time required in an institutional diligence process; document everything to ensure follow-ups are done in an appropriate and timely manner
Positioning the Narrative
Investors will have preconceived notions about your investment opportunity; the goal of your narrative is to shape their thinking. The key elements to differentiating your narrative lies in the following factors:
- The Opportunity – Is the market large enough to support this strategy?
- Investment Strategy – Is your team’s investment strategy attractive on a relative and absolute basis?
- Team – Is your experience of your team relevant to successfully executing your investment strategy against the market opportunity?
- Track Record – Does your team have an applicable historical track record?
- Fund Size – Is your proposed fund correctly sized for the opportunity and strategy?
Marketing Materials
Presentation – The following sections are key to a strong presentation
- Executive Summary – An introduction to the opportunity, strategy, team, track record
- Investment Opportunity – An overview of the opportunity and its attractive qualities
- Investment Strategy – Why is your strategy well-positioned to execute against the opportunity?
- Performance – Detailed summary of the firm’s investment track record
- During the presentation, verbally discuss expected future liquidity and/or valuation changes
- Team – Backgrounds of the team
- Case Studies – Detailed descriptions of transactions that are representative of the strategy
- Try to strike a balance between winners and losers Other key marketing materials include track record, case study of a portfolio company, PPM, data room.
Other key marketing materials include track record, case study of a portfolio company, PPM, data room.

Managing meetings with investor
- Begin by asking time allotment
- Prepare to give a 30, 45, and 60 minute version of your presentation
- Confirm the agenda of the meeting
- You may have delivered the pitch many times, but this is the first time the LP has heard it; create a dialogue—not a monologue
- Use anecdotes with actual portfolio examples; be specific about value-add
- Acknowledge your failures—cite the lessons learned and how you will
- Implement these lessons moving forward
- Do not disparage the competition; emphasize your strengths instead