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Get Clients into Your Hedge Fund

Raising money is difficult.  When you’re a small, new, or niche hedge fund it can be extraordinarily difficult.

As we continue to meet with hedge fund managers looking to grow, there are four ways to better market yourself and your fund (assuming you’re seeing as many prospects as humanly possible).

  1. Buy Pedigree BaupostBridgewaterJPMorgan.  Can you bring on a junior investment person from a top-tier firm?  If you can, many more doors will open and experienced investors will be interested to see if they can catch lightning in a bottle.
  2. Discount – Can you provide your strategy at a markedly lower cost than the competition?  With hedge funds, you don’t have to have a singular price and your clients won’t know the price other clients are paying. Instead of 2/20, can you offer 1.5/5?
  3. Unequaled Service – Most fund managers dislike the client engagement component.  Can you provide a weekly newsletter and a regular monthly conference call?  Many investors may not take advantage, but they will value those service features.
  4. Professional Presentation – Can you design the prospect experience to feel professional?  From “dot com” e-mail addresses, a functioning Web site, not-free business cards,  to pitch books and 1 pagers – invest the money and time to look credible.

On the latter topic, we’ve written extensively on how-to improve your materials: here and here.

Scan, not reading…

Most people do not read a Web site like they read a newspaper, book, or magazine.  That’s well covered ground.  In some recent client discussions, we reintroduced the topic and had great conversations.

I thought to share a great image of how typical users traverse a Web site (from www.netbulge.com).  Notice how users begin in the middle, work to the left and around to the right.  Far too many sites use that prime middle-center location for stock imagery (e.g., building, skyline at night, four people huddled around two screens, etc.) instead of conveying the value their firm provides to their target clients.

What Do You Say About Risk?

In our consulting work, we meet marketing executives wanting to extol their firm’s risk management practices.  Risk management poses a specific problem.  Stay to high-level and it sounds like you don’t manage risk.  Discuss procedures and controls and risk losing your audience.

Below is copy taken directly from three industry leading firms: Western Asset, Janus, and Dodge & Cox.  Great firms struggle to convey a straightforward process.  Many firms – BlackRock, MFS, PIMCO, Pyramis, & Vanguard – don’t emphasize the topic on their public Web sites.  Any of the below copy strike a chord with you?

We’re curious what you think should be conveyed when discussing risk management.  Send us an e-mail or message via Twitter.  I pasted all that copy into a word cloud software to see what words are most common: risk management is often described with the words “investment” and “team” (note: I excluded “risk” and “management.”)

Western Asset

Western Asset has a dedicated risk management team that oversees risk management and incorporates it into the investment process. While this team is integrated into the portfolio management unit, it has a separate and independent reporting structure. Western’s risk management team combines the best of the Firm’s technology and experience to develop useful risk management tools and procedures. These tools and procedures provide daily analysis for both the Investment Team and the Analytics/Risk Management Department, ensuring the integration of professional risk management practices into the investment process.

Janus

The Janus Risk Management team, headed by Dan Scherman, serves as a resource for portfolio management to assure that every portfolio maintains the appropriate level of risk given its performance objective. Additionally, the team helps to assure that risks taken are associated with intended bets.

Tools used to monitor risk include:

  • Tracking error decomposition, characteristics, concentration, Janus ratings, under-weights/over-weights
  • SPAR returns-based style analysis
  • Performance attribution (Factset, BARRA, Wilshire)
  • Index and competitor analysis, as necessary

Dodge & Cox

From the earliest days, Dodge & Cox’s investment approach has stressed evaluation of risk relative to opportunity. A strict price discipline — steering clear of popular choices that come at a price premium we would rather not pay — is critical to achieving our investment objectives. Low valuation investments, for example, typically reflect low investor expectations that may serve as a buffer against the risk of significant price decline; these low expectations may also create greater potential for capital appreciation should investor pessimism turn out to be unwarranted or short-lived. At all times, our ongoing search for superior relative value is guided by a rigorous research process that seeks to differentiate the short-term concerns that may be temporarily depressing an investment from the intractable, long-term problems that could doom it.

Re-purposing Market Research

In the last three months, we’ve been involved in a handful of engagements where our clients provided previously executed market research as an input to our work.  I thought of four important characteristics of great research.

Point 1 – Honor Vintage – Asking clients and prospects questions about their livelihood is tied to many other factors: namely the marketing condition at that time period (e.g., Q4 2009).  Use research in context to the market conditions when the research was fielded and don’t try too hard to extrapolate the results over a long time horizon.

Point 2 – One Cook at a Time – The best research executions seem to have one internal owner that decides on the goal, finalizes the questions, and manages the process.  The research that seems to become “watered down” becomes so because numerous groups get involved and want a few of “their own” questions.  That can lead to long and unwieldy research with difficult to understand results.

Point 3 – One Goal at a Time – Similar to point (2), the research we’ve seen that’s been extremely effective has one (maybe two) goal at a time.   In our opinion, most firms are better off doing numerous smaller research initiatives, where feasible.  Having a single goal, such as, “Will our thought leadership be credible to breakaway advisors?” is usually more effective than broad “state of the industry” research.

Point 4 – Analyze in Two-Dimensions at a Time – Analyze the data in easy-to-digest sets. “Independent Advisors with 100MM+ AUM” is easy to understand and consider.  “Independent Advisors, with $100MM+ AUM, 50+ clients, CFA charter, and previous work at Merrill Lynch or US Trust” is difficult for anyone to get his/her head around.  Just because you can slice/dice data in nifty ways does not mean it’s helpful.

As you consider market research, we hope these learnings from reviewing many good research initiatives will help.

Best Blogs of the Week

More high-quality education that’s relevant for both direct investors and FAs advising clients on tenets of good long-term investing.

  1. Vanguard – Straightforward (re-)education on the impact of consistent periodic investing.
  2. BlackRock – Answering the question many clients ask – why not just buy silver instead of gold; it’s cheaper? – about the differences between gold and silver investing and previously.
  3. American Century – We appreciate the Q&A format and this post explains debt ceiling and other timely topics clearly.