Darian JOBS Act Private Fund Marketing

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TV and App advertising for private funds after the JOBS Act.

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Darian JOBS Act Private Fund Marketing

  1. 1. Marke&ng  Pla,orms  201  Penn  Center  Blvd.  |  Ste.  400  |  Pi4sburgh,  PA  15235   info@dariancs.com  |  h4p://www.dariancs.com   888-­‐400-­‐4066  
  2. 2. The  Opportunity  The  JOBS  Act  has  eliminated  the  “general  solicitaNon”  markeNng/adverNsing  restricNons  for  most  private  funds  and  their  advisors.    For  the  first  Nme  since  the  beginning  of  securiNes  regulaNon  in  the  United  States,  hedge  funds,  private  equity  funds,  and  their  managers  can  largely  market  just  like  mutual  funds.   Powerful  Tools  The  best  markeNng  reaches  the  widest  audience  of  appropriate  customers.    The  experience  of  mutual  funds  shows  that  casNng  that  wide  net  directly  correlates  to  an  increase  in  assets  under  management,  regardless  of  fees,  load,  or  even  performance.  The  most  powerful  of  these  tools  of  broad  reach  also  provide  superior  metrics  of  effecNveness  because  they  are  engaging  and  interacNve:     Television  Commercials     Online  Video     Mobile  Web/Apps    
  3. 3. The  Complete  Package  •  Discovery/Strategy/Concept  Development   –  MarkeNng  Goals,  ExisNng  pla[orms,  Brand  PosiNoning,  Intended   Message,  Scripts,  Storyboards,  Treatments  •  Pre-­‐Produc&on  and  Design   –  Design  Templates,  Scheduling,  BudgeNng,  CasNng,  Music  Licensing,  Art   DirecNon  &  Set  Design,  Talent  NegoNaNons,  etc.  •  Produc&on   –  LocaNon  or  Studio  ShooNng,  DirecNon  of  Talent,  Models  or  Celebrity   Talent,  Beauty  and  Hero  Product  Cinematography,  and  much  more  •  Post  Produc&on   –  Editorial,  MoNon  Graphics,  Visual  Effects,  AnimaNon,  Formacng  and   ReplicaNon  •  Distribu&on  and  Delivery   –  Media  Planning   –  TV  -­‐  Targeted  Media  Buys  and  Placement   –  Web/Mobile  Placement  or  Release   –  Mobile  AdverNsing  
  4. 4. Advantages  of  Our  Model  •  Targe&ng:  Pinpoint  your  customers   –  Target  a4ributes  such  as  M34-­‐60,  Accredited  Investor  •  Measurement:  Eliminate  waste  and  improve  ROI   –  Click  through  and  impression  tracking,  as  high  as  2%  on  mobile;  Use  promo   codes,  800  numbers,  and  other  technology  to  measure  response  and   engagement  from  TV  ads  •  Flexibility:  OpNmize  quickly   –  Start  with  short  period  test  buys  and  use  data  to  change  campaign  direcNon  if   needed  •  Affordability:  Starter  packages  available   –  Even  TV  placement  is  an  opNon  for  any  size  company   –  Use  short  runs  to  launch  product/service   –  MoneNze  web  and  mobile  content  with  third  party  ad  placement  •  Credibility:  Improve  Brand  awareness     –  You  can  build  brand  presNge  and  credibility  with  TV  and  Web  presence    
  5. 5. The  Impediment  of  Cost?  Darian  Capital  Services  and  its  partners  are  at  the  cucng  edge  of  reducing  cost  while  delivering  a  quality  product.    Nevertheless,  broadcast  quality  video  and  dynamic  mobile  and  web  apps  can  be  beyond  the  reach  of  some  managers’  markeNng  budgets.    Many  of  these  same  managers  are  invited  on  investment  bank  pla[orms  or  service  (and  fee)  rich  “hedge  fund  hotels”,  but  they  each  suffer  from:    •     Limited  spots  •     Demands  to  change  operaNng  culture  or  por[olio  behavior  •     Overall  loss  of  control  •     No  access  to  other  pla[orm  revenue  streams  •     Conflicts  of  interest  that  omen  favor  the  pla[orm  over  the  manager  
  6. 6. Concept  Several  complementary  advisors/funds  (e.g.   The  “Club  Deal”  commodiNes,  L-­‐S  Asia,  and  L-­‐S  U.S.  Healthcare)  pool  cost  and  efforts  to  establish   Darian  Capital  a  shared  Fund  of  Funds  (FoF)  and  manager   TV  that  allocates  to  their  primary  funds.   Services  (Media  and     Back  Office)  Benefits  to  Client  •   No  need  to  alone  suffer  expense  of  high  quality  media  campaign,  with  negoNable   Internet  contribuNon,  investment  allocaNon,  and  exit   Club  Capital  terms.     Management,  LP  •     Low-­‐cost  aid  in  establishing  FoF,   (Manager)  idenNfying  “club”  members,  and  outsourced  back  office  all  provided  by  Darian  Capital  Services.  •     Complete  club  control  and  ownership  of   Club  Capital,  LP  (FoF)   Client  Investors  the  FoF  as  a  pla[orm  and  all  its  revenue  streams  (including  paid  access  by  future  “club”  members).    •     Market  individual  fund/manager  and  their  performance  alongside  the  FoF  pla[orm.  • Make  the  FoF  a  registered  fund  and  reach   Client   Client   Client  the  retail  market.   Fund   Fund   Fund        
  7. 7. TV/Video  Partner  -­‐  Sam  Khazaeni  –  Managing  Partner    Sam  began  his  producing  career  in  1995  working  on  a  variety  of  film  and  television  projects.    From  an  early  stage  he  gained  an  appreciaNon  for  the  commercial  producNon  industry;  quickly  establishing  contacts  and  starNng  a  career  of  developing  TV  commercials  with  renowned  ad  agencies  like  Ogilvy,  Grey  Worldwide,  BBDO,  Publicis,  and  McCann-­‐Erickson  among  others.    Over  the  years,  he  produced  numerous  projects  for  major  brands  such  as  Coca  Cola,  Adidas,  Ford,  AT&T,  McDonald’s  and  Procter  &  Gamble.    In  2009,  recognizing  the  potenNal  in  new  technologies  and  emerging  markets,  Sam  and  partner  Andy  Wehrspann  founded  Think  Tank  Media,  bringing  together  the  combinaNon  of  their  experience,  vision,  and  creaNvity  with  a  track  record  of  delivering  high  producNon  value  for  all  their  clients.        
  8. 8. TV/Video  Partner  -­‐    Andy  Wehrspann  –  Crea&ve  Producer    Andy’s  producing  career  spans  over  a  decade  while  freelancing  on  top  commercial  projects  for  various  adverNsing  agencies  including:  Deustch  Inc.;  BBDO;  Leo  Burne4,  Saatchi  &  Saatchi;  KBSP,  and  The  Kaplan  Thaler  Group.  In  2008,  Andy  accepted  an  offer  to  head  a  creaNve  markeNng  division  for  commercial  producNons  at  NBC/Universal.  While  with  NBC,  Andy  developed  innovaNve  markeNng  concepts  for  new  media  content  including:  social  networking  iniNaNves;  seamless  adverNsing;  virals,  blips  and  interacNve  markeNng  Campaigns.  In  2009  Andy  partnered  with  Sam  Khazaeni  to  manage  the  creaNve  team  at  Think  Tank.  Over  the  years,  he  provided  producNon  or  creaNve  on  numerous  projects  for  major  brands  such  as  General  Motors,  Puma,  and  Honda.      For  more  company  informaNon  please  visit  thinktankmedia.tv  For  a  link  to  some  representaNve  work:  h4p://bit.ly/XCeNfu  
  9. 9.                            Apps  and  Mobile  Web  -­‐    Bardia  Dejban  –  Managing  Director  Gary  Rudolph–  Managing  Director       Bardia  and  Gary  have  been  the  in-­‐house  design  and  programming  team  behind   the  mobile  strategies  of  recognizable  finance,  retail,  and  social  network   companies  such  as  Intuit,  eHarmony,  and  Citysearch.    Since  founding  Lolay,  Inc.   several  years  ago,  it  has  grown  to  over  10  employees  in  the  United  States  and   Canada  and  produces  proprietary  and  corporate  mobile  apps  and  mobile  web   pla[orms  to  reach  and  engage  potenNal  customers,  add  automaNon,  aid  internal   markeNng  teams  to  capture  leads,  or  otherwise  support  a  company’s    overall  new   and  tradiNonal  media  campaigns.    Their  process  is  comprehensive  from  concept   to  design  to  moneNzaNon/user  capture.     RepresentaNve  projects  include  those  for  ChromeRiver,  My  Life,  eHarmony,  and   OpenTable.    For  more  company  informaNon  please  visit  www.lolay.com  and   h4p://youtu.be/TLms-­‐MzNk6g        
  10. 10. Legal  and  Regulatory          Daryoush  Niknejad,  JD  -­‐  Managing  Member      Daryoush  Niknejad  is  the  founder  of  Darian  Capital  Services,  and  is  a  investment  advisory  a4orney  who  has  served  in-­‐house  and  as  outside  counsel  to  registered  investment  advisors,  venture  capital  firms,  private  equity  firms,  and  broker-­‐dealers.  Most  recently,  he  was  Managing  Director  of  Blue  River  Partners  and  its  subsidiary,  Steelbridge  Compliance,  where  he  filled  the  general  counsel  and  chief  compliance  officer  roles  for  numerous  publicly  registered  and  private  fund  managers,  including  BDCs,  CLOs,  and  tradiNonal  hedge  funds  and  private  equity  funds.    Prior  to  that,  he  was  Associate  General  Counsel  at  Highland  Capital  Management,  L.P.,  a  mulN-­‐billion  dollar  investment  advisor  responsible  for  some  of  the  world’s  largest  distressed  asset  funds,  as  well  as  various  retail  and  private  hedge  funds,  CLOs,  and  real  estate  funds.    While  at  Highland,  he  helped  design,  build-­‐out,  and  test  the  firm’s  compliance  pla[orm  while  also  advising  on  derivaNves  trading,  liNgaNon  management,  and  myriad  strategic  relaNonships  and  agreements.    Mr.  Niknejad  also  served  as  Associate  General  Counsel  at  IP  NavigaNon  Group,  LLC,  a  technology-­‐focused  private  equity  firm,  where  he  was  also  General  Counsel  to  its  various  por[olio  companies.    While  at  IP  Nav,  he  was  the  sole  a4orney  responsible  for  technology  licensing,  due  diligence,  and  regulatory  compliance.    He  is  a  graduate  of  UCLA  and  the  University  of  Texas  School  of  Law,  and  a  member  of  Texas  and  California  bars.  

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