The document outlines a 12-point implementation plan for an investor relations (IR) strategy aimed at effectively communicating a company's story to analysts and investors. Key objectives include creating a consistent narrative, proactive outreach, and providing market intelligence to management. The plan emphasizes the evolving role of IR, requiring comprehensive strategies to engage with the investment community and ensure compliance with regulations.

1. Investor Relations Strategy
12-Point Implementation Plan
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2. Investor Relations Strategy
IR Mission
Developing and marketing the company’s story to
analysts and investors in order to achieve a
market valuation that reflects understanding of
the business, growth strategy and how the
company will build value over time.
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3. Investor Relations Strategy
IR Objectives
• Tell the story: Clear, concise and consistent messaging
• Attract interest: Aggressive outreach program
• Define IR Function: Role and responsibilities
• Dissemination: Reliable, transparent and compliant
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4. Investor Relations Strategy
Getting the Message Across
Bridging company vision, mission, strategy and
markets with analysts and investors.
Reinforce message across all external communication channels
(conference calls, investor presentations, press releases, filings).
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5. Investor Relations Strategy
The Investor Relations Function is Changing
Rapidly evolving market dynamics, investor strategies and valuation
parameters no longer allows IR to merely field inquiries and passively
disseminate information.
The “new” IR has three critical purposes beyond its traditional functions:
1. Proactive “marketer” of the company’s story
2. Fundamental understanding of equity markets and the
investment process
3. Internal purveyor of market intelligence to senior management
and board on sentiment and valuation drivers
In many public companies, IR has the third-highest exposure to the
investment community after the CEO and CFO.
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6. Investor Relations Strategy
12-Point Implementation Plan
1. Create IR Pitch Book. Presentation for conferences and one-on-one investor
meetings, including non-deal roadshows. Synchronize message across all
channels (fact book, conference call scripts, annual reports and IR home page).
2. Reconnect with existing shareholders. Reinforce rationale for current and
long-term ownership.
3. Attract new analyst coverage. Target analysts covering extended peer group
of companies consistent with company story.
4. Target prospective shareholders. Educate holders of extended peer group
with story. Market cap parameters and investment style aligned with story.
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7. Investor Relations Strategy
12-Point Implementation Plan (Continued)
5. Update IR Website. The first point of research must be informative, user-
friendly, and convey an image consistent with company messaging.
6. Monitor IR activity. Track outgoing/incoming calls, emails and investor
downloads. Track conference appearances/investor meetings. Establish
metrics for investor and analyst contacts, meetings and conference
appearances.
7. Maintain ongoing comparable valuation analysis. Track consensus revenue,
CFFO/FCF and EPS estimates for peer group to keep model current. Use model
to educate analysts and investors on valuation drivers.
8. Monitor shareholder activity. Track changes in holdings for company and peer
group to detect sentiment shifts and company-specific news.
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8. Investor Relations Strategy
12-Point Implementation Plan (Continued)
9. Automated outsourced dissemination. Make direct agreements with
conference call providers and wire services with SEO capabilities.
10. Consider outsourcing content writing. Fact books, press/news releases,
conference call scripts, annual reports and other filings, company blog and think
pieces.
11. Analyze and predict investor behavior to management. Monitor investor
activity, valuation parameters, and investor communication outcomes. Can
serve as input into strategic planning.
12. Assure communications are consistent and compliant. All verbal and written
communications must meet regulatory and legal requirements. Disclosures,
whether positive or negative, should be candid, balanced and timely to maintain
credibility.
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9. Investor Relations Strategy
Consistent Messaging Communicated to All Channels
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10. Investor Relations Strategy
About the Tech-Tonics IR Toolkit
The IR Toolkit is a blueprint for creating, implementing and executing an
investor relations strategy for public and pre-IPO companies. The Toolkit
enables companies to communicate their story consistently across all
channels by providing a framework for structuring an IR program,
including defining role and responsibilities, message creation and
compliant delivery.
About TechTonics Advisors
TechTonics is a leading provider of strategic investor relations services for
technology companies. Our mission is to bring award-winning analyst
perspective and comparative analysis to the IR process. Leverage our
years of capital markets experience, strong analyst and institutional
investor relationships, and expertise in synthesizing complex concepts and
technologies to craft and communicate their unique strategic value
message. Clients gain intelligence on what’s happening in their space and
what’s happening with their space in the capital markets.
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