Ptm credentials

pearsall|tatham|mcgrath

m a n a g e m e n t a d v i s o r y - c o r p o r a t e s e r v i c e s

Our services...
Market research Business planning Marketing planning

Financial planning Capital raising Commercialisation

The p t m team

pearsall|tatham|mcgrath

Our services
Market research • A clear and concise understanding of the nature, scope and dynamics
of the market is a fundamental building block of any
commercialisation project.

• With access to the broadest range of commercially available research
and a highly skilled team of hands on analysts, ptm is uniquely
equipped to provide insightful analysis of the market opportunity
including the market trends, dynamics, revenue potential and any
developing competitive threats.

• Additionally our research projects outline the most attractive strategic
options for pricing, distribution and market entry.

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Our services
Business planning • At ptm, business planning projects go way beyond the development of a
document. Typical projects encompass a broad range of activity, from a
critical and constructive review of existing plans to the deconstruction
and rebuilding of a business model to meet changing market
environments.

• And although most clients understand the importance of business
planning, many early stage businesses are short on experienced
resources to work on the business rather than in the business.

• A ptm business planning project delivers sound advice, implementable
strategies and, of course, a plan that will serve not only the business but
will stand up to the rigorous interrogation of professional investors.


Our services
Marketing planning • Marketing planning at ptm begins by helping our clients to establish
clear and concise insights into the needs, wants and behaviours of
their target market.

• Detailed reviews of the brand and product positioning; segmentation
strategies and appropriate value propositions are developed with one
aim, to attract customers.

• Detailed and actionable ‘go to market strategies’ are developed to
help drive efficient marketing plans and effective communications
initiatives.


Our services
Financial planning • From astute cash flow analysis to rigorous capital planning strategies,
from statutory reporting to the development of detailed financial
models and tailored historical/forecast financials for Bank, investor
and IPO documentation, ptm provides strategic advice and hands-on
financial planning support to a broad range of new start and well
established clients.

• In addition, we help our clients evaluate and gain access to the many
Government and other sources of grant assistance programs.


Our services
Capital raising • At ptm we have more than 20 years experience in developing
appropriate investment strategies for our clients and in putting good
ideas in front of the right investors.

• Whether its debt or capital, ongoing involvement or exit, ptm helps to
structure the most appropriate deal for the business and its
shareholders, current and prospective.

• ptm is affiliated with Transformation Capital Pty Ltd, an ASIC licensed
financial advisory firm with a strong history of providing financial
structuring advice and investment advisory services to superannuation
funds.

• ptm is an authorised representative of Transformation Capital under
the Australian Financial Services Regulations as administered by ASIC.

• ptm is also affiliated with Macarthur Capital and Finance a boutique
advisory firm specialising in debt capital and, leasing, commercial and
consumer mortgage and finance.


The capital raising process
Capital raising 1. Evaluate the business opportunity.
2. Prepare any historical financials.
3. Market research.
4. Prepare a sales and marketing plan.
5. Prepare a Business Plan & financial forecasts.
6. Complete a valuation analysis.
7. Prepare investor documents.
8. Identify & qualify potential investors (strategic & financial).
9. Present the business to potential investors.
10. Follow up & investor Due Diligence.
11. Negotiate the transaction structure.
12. Finalise the term sheet.


Commercialisation
• To bring a technology or idea to market profitably involves a long and
complex journey which many don’t survive.

• We are talking about the path from “invention to innovation”.

• The purpose of this presentation is to present an outline of a
commercialisation strategy that will increase the probability of success.


The three steps to survival...

Identify the obstacles Plan the strategy Develop the Business Plan

• The major obstacles to commercialisation fall into definable categories.

• We can break these obstacles down into components and translate them into
sets of sequenced tasks.

• Completion of this process provides the foundation for step 3..... systematic,
professional planning and execution.




• To get an innovation to market, you have to do more than just develop
something that works!!

• You need to match technical development to a sophisticated assessment of
both your market and the channels through which your product may reach it.
• You must also set up an appropriate business structure to meet the future.

• At the very least, the business structure must meet the needs for market
research, requirements for capital, statutory requirements and the protection
of your investment in the technology.




• To reach the market, somebody has to produce the product and somebody has
to sell it.

• Moving a product towards the market will involve many things including
business skills, time and money.

• At the very simplest, the commercialisation strategy needs to be based on:
• Establishment of a proper business structure
• Proof of concept
• Market analysis
• Formal business plan
• 5 Year financial model
• Adequate capital being available



Technical Steps Market Steps Business Steps
Define the product. Preliminary market definition. - Define IP strategy.
- Establish corporate entity.
Working model. (alpha test) Market Analysis. - File patents.
- Buying keys - Initial capital.
- Differentiators - Define commercialisation
strategy.
Prototype .(beta test) Identify market barriers. - Confirm Business Model.
Finalise production & delivery model. Marketing & Sales Plan. - Complete Business Plan & Financial
Forecasts.
Establish sales force. - Price production & delivery system.
Contact potential customers. - Additional capital.
Commence distribution. - Forecasting.
Follow up sales. - Longer term planning
Advertising & promotion
Expand distribution. - Expand management team.
Analyse competitor response.




1. The Company 5. Financial Plan
a) Purpose of the Business a) Amount of Finance Required
b) History to Date b) Forecast Sales
c) Genesis of the Business & Developments to c) Other Sources of Income
Date d) Projected Financial Statements
d) Current Status e) Assumptions and Projected Financial Statements
e) Overall Business Strategy & Objectives
6. Risk Analysis
2. The Product a) Technical Risk
a) Products and Services b) Financial Risk
b) Operational benefits to customers c) Market Risk
c) Financial benefits to customers
d) Pricing Model 7. The Investment Proposition
e) Proprietary Position a) Amount of Investment required
b) Use of Proceeds and Timing
3. The Market and Marketing Strategy c) Pre Money Valuation and Justification
a) Market Description/Segmentation/Market Size d) Expected Return on Investment
b) The Competitive Environment e) Future Investment Rounds & Timing
f) Exit Strategy
4. Operational Plan g) Benefits to an Investor
a) Business Model
b) Management
c) Proposed Management Structure
d) Key Skill Gaps and Manpower Plan


Our team...
• A hands-on operational executive with over 25 years experience in
Chris Pearsall management and marketing in a variety of industry sectors. His key
Practice leader, business
strategy and capital skills lie in strategic planning, business plan development and
formation execution and international marketing.

• Extensive experience in negotiating partnership alliances, joint
ventures, labour contracts and general commercial negotiations.

• 17 years in investment banking where he has been the driving force
behind a number of start-up companies with active roles in leading
and managing merger, acquisition and divestiture projects and
numerous debt and equity capital raisings, including IPOs.

• COO and CEO positions in several companies where he improved
economic performance through the implementation of proper
planning and controls, significantly increasing the value of the
businesses.

• Chris has a bachelor’s degree in Political Science and Economics from
Macquarie University in Sydney and a Certificate in Information
Technology Management from Melbourne University. Chris also
undertook an MBA program in Technology Management at the
University of Phoenix (USA).

Our team...
• Involved in banking, corporate finance and management advisory
Stuart Tatham services in Australia and throughout the Asia-Pacific region for the
Practice leader, finance past 30 years.
and financial planning

• First class financial analytical skills to projects requiring interpretation
of both the business plans and the aspirations of clients seeking to
expand their business potential.

• Previously with a major Australian mining services organisation which
underwent a very successful IPO on the Australian Stock Exchange; his
role included active participation in the preparation of the prospectus
for this listing.

• Responsible for the preparation of investment proposals including
financial spreadsheet analysis, forecasts and recommendations for
major new initiatives in accommodation property, transport,
aquaculture, manufacturing and other service industries.


Our team...
• More than 15 years experience as a principal consultant leading local
Paul McGrath and international brand marketing planning assignments for major
Practice leader, market
research, brand planning corporations and small businesses throughout the Asia Pacific region.
and marketing
• Originally an industrial chemist moved into advertising and marketing
in the early mid 80’s and worked internationally with a number of the
world’s leading advertising groups including Euro RSGC, George
Patterson and Lowe.

• Moving to Australia in the mid 90’s Paul opened his own Marketing
consultancy, dialogue m c, advising corporate businesses,
entrepreneurs and start up businesses, in the fields of market
research and analysis and the development of value propositions,
pricing models, distribution strategies, channel marketing strategies
and communications planning.

• Develops and delivers a range of market validation due diligence
assessments for venture capital funds and professional investors
across a range of sectors including: automotive, financial services,
medical and healthcare, technology and travel.

• Paul is a Founder and Fellow of the Institute of Direct Marketing and
a Fellow of the Institute of Sales and Marketing Management.

Our team...
• Over 25 years’ experience in financial services and investment
management.
Simon Romijn
(Associate)
• Managing Director of Transcap Investments Pty Ltd, providing advice
to superannuation funds regarding economic, environmental and
social issues in respect to investments.

• Substantial experience in fixed income and credit research, asset
allocation and provision of advice to institutional clients.

• Previously managed a number of high yield and emerging market
debt funds, working in Amsterdam, Luxembourg, Boston and London.
• Currently chairs FINSIA’s Managed Funds and Superannuation Policy
Advisory Committee.

• Simon has a BSc (Chemistry) degree, Post Graduate Diploma in
Accounting, Post Graduate Diploma from the Securities Institute of
Australia, Post Graduate Diploma in Financial Planning and is a
Certified Investment Management Analyst. He is also a senior fellow
of the Financial Services Institute of Australia (FINSIA).


Our team...
• Ray has 30 + years experience in Banking & Finance having spent 25
years in Westpac as a Senior Commercial Manager. Ray’s experience
Ray Slack
(Associate) during this time was looking after clients in all industry .

• In 2001 Ray joined one of the largest Financial Services Group’s in
South Western Sydney where he established a finance broking
business and managed a team of loan writers and support staff in
Business Finance, Commercial / Property Finance, Residential
Finance & Equipment Finance.

• Ray is now Director of Macarthur Finance & Capital Pty Ltd providing
specialist broking services for commercial & business debt
placement.

• In the past few years and through his experience, Ray has been
appointed chair of the State & National Commercial & Equipment
Finance Committees of the Mortgage & Finance Association of
Australia (MFAA). Ray has recently been elected to the Board of the
MFAA and provides direction in developing the commercial broking
sector.

• Ray has a Bachelor of Business (Banking & Finance) and is a Fellow of
the Financial Services Institute of Australasia.

Ptm credentials

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