Marketing Alternative Investments: A Comprehensive Guide to Fundraising and Investor Relations for Private Equity and Hedge Funds

CHAPTER 9

Pitchbooks and Presentations

Pitchbooks or introductory presentations usually mark the first step in the marketing process and serve as an introduction to the team, strategy, and fund. The pitch needs to tell a story that exemplifies why the manager is exceptional and creates a succinct, memorable, persuasive, and compelling case for the fund’s inclusion in the investor’s portfolio.

While the overall goal of the marketing process is to get an allocation from a prospect, what should be apparent to any thoughtful marketer is that marketing ...