What Are the Target Audiences?
Now that we’ve talked more about what it is, we want to discuss target audiences to focus on.
Companies That Seek Funding
There are two groups that can be targeted:
Those who need funding and those who can provide it through investments.
As your firm is all about building professional relationships, you’re always striving to work with new startups and businesses that could use a leg up. In helping these companies through your private equity services, you can have more deals and build your portfolio. That drives you even more business, which continues snowballing from there.
In your marketing campaign, you can identify and create a list of these fledgling companies you might want to work with. Then, you can apply values or a score that dictates which companies would be the best fit. We’ll discuss more about leading scoring later in this guide.
For now, we’ll say that it’s a great way to find the most lucrative matches to work with.
Individual Investors or Partners
The other part of a private equity firm’s target audience is those who can give money to keep the firm chugging along. These parties are referred to as investors or partners.
You will likely work with both general partners and limited partners in your private equity firm.
Limited partners are those who provide funds of funds, company capital, pension funds, university endowments, and other forms of capital. These people could be associated with certain schools or companies. In some instances, they’re people with no affiliation to private equity who have a lot of money and want to give it to a firm.
The money moves from a limited partner to a general partner, who oversees cashflow.
These partners may also be responsible for maintaining portfolio companies (those companies acquired through the investment firm) as well as driving investor-related decisions.