What’s the one big lesson we’ve learned?
When you prepare an IPO presentation you cannot put too much effort into polishing your presentation.
That means polishing how your team handles each investor meeting (not just creating prettier slides)
After all, when investors judge the future of your business, they rely on the impression you make – or what others say about you.
Looking across the dozens of deals we have supported, we’ve identified six key themes:
This is tough.
During the IPO process you have advisors. Lots of them. And they are all giving you advice.
But the advice is not always consistent. How do you keep your cool and stick to what you really stand for?
A few years ago we got a call from one of the big banks. The IPO they were working on – a large price-comparison site – was in trouble.
Every business is complex. And the closer you are to the business, the more complex it looks.
But for investors, if your story is difficult to understand, it is less attractive.
Every investor will have concerns. Both buy-side and sell-side analysts will have concerns. If they don’t, they are not doing their job. So you need to address those concerns, ideally by getting on the front foot.
The recent failed WeWork IPO is a good example of how not to reassure investors.
When we work with firms we examine in detail what might worry investors and then incorporate these issues into the equity story.
Equity investors buy into the future, not the past. But it’s hard – the future is opaque and you are limited in what you can say.
Your past successes will reassure investors. But the most important part of your job is to convince investors that that you know where you are going and that you can maintain that success.
Many investors may not meet anyone beyond the senior team during the float. While these individuals may be impressive, one of the key skills of a great CEO is to demonstrate they have a great team behind them. There are many ways to do this and it’s a critical part of making a successful pitch.
For example, you can use stories to show the strength and depth of the team, or you can refer specifically to individuals in the team.
Your IPO story needs to resonate throughout the organisation – and beyond.
The story investors hear must tie in with what staff hear, what customers hear and what they read in the press.
In the end, these different strands must all tie together so that investors, staff and customers hear a clear, consistent and convincing story. In this way, you build confidence with investors, analysts and the markets.
Benjamin Ball Associates helps clients to communicate better.
Over 10+ years the award-winning BBA team has coached hundreds of firms globally to present powerfully to investors. We have developed a robust toolbox of techniques that we use to help our clients become clear, confident communicators.
We’ll help you create a powerful first impression that hooks and engages your audience immediately and we’ll coach you to deliver clearly, confidently and with impact.
Speak to Louise on +44 20 7018 0922 or email firstname.lastname@example.org to find out more and discuss your upcoming speech or presentation.
Contact us to improve your investor presentations
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Client Services Director
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