Can Your Pitchbook Survive Another Crisis?
The New Roaring Twenties
Immense uncertainty over the last 1.5 years and the challenge of a handshake (fistbump?) with investors mean that fund managers are forced to re-examine how the industry staple - the marketing deck (a.k.a. “pitchbook”) - plays its role in the capital raising process.
Our data has shown what you already know: most investors do not make it through your marketing deck from start to finish. We’re sharing insights derived from a 22-page marketing deck that was sent to 100s of LPs over the last 6 months.
Dropoff Report: % of visits reaching page
Time Per Page (avg. seconds per visit)
“I don’t have the time to read this now. Maybe later”.
On average, LPs will only spend seconds per page. Make every page count - you’re fighting for your investors’ attention. Layering information in smaller chunks gets your message across; this helps you to capture micro-moments.
Getting everything across all-at-once is just about the worst approach; it goes against the very grain of building a relationship. A good pitchbook is a well-layered, powerful tool in your arsenal. When used appropriately, it positively shapes investors’ notions of you before conversations get more intricate.
Information overload is a real problem in today’s world. LPs are getting inundated with marketing decks, many of which:
1. are too long
2. have too much information
3. fail to encapsulate your value proposition and unique strategy which makes you stand out from the crowd.
Our data shows that fund managers are receiving far more marketing decks on a year-over-over basis, and as a consequence, are spending less time on each.
The cliché: “Time is Money”
Research has shown that information is retained 55% better when delivered in a visually-impactful manner, and even more so if your prospective investors make it through to the end. Help your prospective investors remember exactly why they’re talking to you, and make your message stick.
Here are 4 sample “before-and-after” slides in a pitchbook we had the privilege of working on recently:
