What do LPs want from your private equity pitch book?

What do LPs want from your private equity pitch book?

January 25, 2016

When we ask LPs what they want to see in a private equity pitch book, their top responses are to keep it simple, clear and brief.

Yet the most frequent type of private equity pitch book we see is the exact opposite: lengthy, unfocused and not investor-friendly. The reason? It’s much harder to create a succinct, compelling document than a long, detailed one.

It’s far too easy to pack in potentially useful information, whether or not it’s relevant for this stage in the process. To achieve a succinct pitch book, ruthless editing is needed. And that means knowing what your key messages are.


These are the six checks we carry out on every private equity pitch book we see, to test for investor-readiness:

1. Does it grab attention on the first two pages?

2. Is there a strong story – a narrative – that runs through the book?

3. Does the pitch book tell or show your investor? It’s more powerful to demonstrate than to tell.

4. What would your investor say about you and your fund after reading your pitch book? Is it clear? Is it compelling?

5. Is it obvious why this investor should consider your team to manage their money?

6. Is the pitch book as easy to read as a newspaper?


How does your private equity pitch book score?

If you’re struggling to create the simple, clear and brief document that LPs are looking for, speak to us.

We work with private equity firms including Permira, ECI, Deutsches PE & Frog Capital to help them impress investors. Our knowledge of the private equity sector, combined with our expertise in crafting narratives and coaching for persuasive pitches, ensures we deliver fast, effective results.

Get a free review of your pitch book

Get in touch for a free review of your pitch book and to discuss how we can best help.

Call Louise Angus today on 020 7018 0922 or email her at louise@nullbenjaminball.com.

Video: How Private Equity Funds can pitch, present and persuade more effectively

Paul Farrow is a Partner at Benjamin Ball Associates. In this video from SuperReturn US East, Paul discusses the common mistakes made by Private Equity funds when communicating with potential investors. He reveals the unexpected personality trait that investors look for in fund managers, and why LPs don’t want to ‘be taken through your pitch presentation’. He shares essential advice that will improve your fund’s messaging, help you stand out and impress prospective investors. Click the play button below to watch:

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