1. Mark M. Erjavec, Capital Raising Services
Marketing Materials for Investor Presentations
My investors are looking for Security in their loans as a primary consideration for lending or investing
into your business plan. To that end, comes the requirement for a combination of experience, market
knowledge business management skills and the passion for success. They are also looking to you for a
clear cut exit strategy, their funding will be for an average of 2 years, and they may or may not extend, it
is up to you to make sure that when the term is up, you have capital available to repay their funds. It is
very important that you prepare your Marketing Materials with these aspects in mind, as without these
factors my investors will pass on any deal. The following information should flow through all documents.
Business Experience. This is demonstrated in two segments. First, make sure you sell yourself / company,
show your business experience. It is important that they understand you know you how to operate a
business. And to the end that you are raising money for expanding your business, provide the investor
with a comfort that you can operate the increase in business based on your capital goals and that you
have a plan in place, backed by your operations experience.
Market Knowledge. Demonstrate that you know your market and how you participate in. My investors
like people that are focused. Show examples of projects you have completed, make them get the sense
you know what you’re talking about. Show market trends, product and price. Demonstrate your
knowledge of the market backed by statistics, this impresses them and creates a comfort level that you
are focused but are keeping your pulse on the future.
Passionate about the business. Make sure you convey your feelings for the business and its prosperity.
Investors want to feel your desire to be successful which will make them comfortable with the security of
their investment.
As it is unusual that you will directly interact with the investors, I need the following tools to present
your company: Web Site with a private portal, Business Plan, Brochure, and Power Point. The documents
will be stored on the private side of the web site for future availability. I also need to translate these into
multiple languages depending on the native language and nationality of the prospective investor. This
process is not unlike any selling, it takes presentation and follow up. I pitch to individual Investors who
have money to invest, and are in my opinion ready, willing and able to execute. but they still need to be
sold on providing loans to your company. It is important to keep everything on the web site for my and
their review and referral throughout the process.
Web Site: This is only required to be a reference and informational tool of your company. The main thing
is to put your bios and company strategy without giving away too much information. This is also a good
place to demonstrate market trends. The primary requirement is to have a secure area that is password
protected, make the log in an e-mail address and the password simple such as “investor”. In this area you
will have the marketing materials listed below:
Brochure: I believe the brochure should be a mini presentation of the Business Plan. This needs to be 4, 8
or 12 pages as that is what prints on 11 x 17 and folds in half as a brochure. Select the bullet points of
what your plan contains. This is the only thing I will print as our introduction to your company and the
pertinent information such as the market, what you are seeking for looking capital and expected returns
needs to be included. The brochure is the only material that i carry to the introduction so they can have
something in their hands that is a compilation of everything you are presenting and asking for.

2. Business Plan: It is important to define your business and how the capital will strengthen and expand
your opportunity. It should be written in the format of a marketing plan rather than how operate your
business. It will be used to evaluate the use of the capital, so it should clearly state your experience,
knowledge and your objectives with the funds loaned by the investors. Although I don’t insist upon the
following outline I need to have these categories displayed in your plan.
I. Executive Statement. A brief explanation of the entire Business Plan that should provide the
reader with a complete definition of the whole document.
a. Objective of what would be accomplished with the new capital.
b. Your Keys to Success. Be definitive of what items will be key to your program. This is a
great place to state your knowledge and experience and how it relates to your objectives.
c. Advantages. Convey why an investor will feel comfortable doing business with you and
your company. Remember their number one question is security, what advantages you
can display to explain how this will be achieved.
d. Conclusion. This is the selling section of what you do to make the investor feel that he
wants to loan you funds.
e. Request. Be definitive in what you are asking for and the terms you are seeking.
II. The Company
a. The Principle’s bios.
b. The key personnel or associates that the Company relies on.
c. The strategy for the Company.
III. The Market
a. Overall market information.
b. Specific part of the market that the Company participates.
IV. Financial
a. Historical financial information.
b. Specific individual examples.
c. Projected 1, 2, 3, 4 and 5 year pro-forma assuming funding is achieved as requested.
A. There is an excel form attached that I’d like you to fill out so there is a consistent pro-
forma for the investors to evaluate your business profitability. Please add this to your
projected financial information.
Power Point: This is the primary marketing tool that I will use to present your company and the request.
It should tell a story to the Investor, assume that they know nothing about what you are talking about.
This is your elevator pitch to sell them on why they should invest with you. I like to tell people to make
this build from the beginning as to the opportunity, how you will take advantage of this and then don’t
forget to ask for the capital you are looking for and what terms you prefer.
I suggest that you send your documents as they progress for review by someone outside of your industry.
Ask them to read the information that you are presenting to determine if it makes sense. Note that many
of my prospective investors work in and have made their money from industries that are different than
that of the industry (your proposal) I am presenting to them. Everything you are preparing needs to tell a
story that is clearly and concisely definable.