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24 avril 2015
FINANCIAL MARKETING
Morgane Rollando,
SYNERFIA
Noel Thevenet,
PETITE PLANET MARKETING
Susan Haimet,
DREAMFACE INTERACTIVE
FINANCIAL MARKETING / COMMUNICATION
2 Financial Marketing by Synerfia & Petite Planet Marketing
FINANCIAL MARKETING / COMMUNICATION
3 Financial Marketing by Synerfia & Petite Planet Marketing
Dash Board
Reporting
Business Plan
Balance Sheet
Due Diligence
Cash Flow
Income Statement
Budget
Cash Projection
Stakeholders
Operational Cash Flow
Investors
PARTNERS
Banker
Ratios
KPIs
Extra-Financial
Information
Company Valuation
Shareholders
FINANCIAL MARKETING / COMMUNICATION
4 Financial Marketing by Synerfia & Petite Planet Marketing
DEFINITION: FINANCIAL COMMUNICATION
Disclosure of all documents that relate to a company’s
financial documents
1.Legal financial statements
Income statement / Balance sheets / Cash -Flow statement
2.Projection statements
Budget / Business Plan
3.Internal statements
Reporting / Annual Report
FINANCIAL MARKETING / COMMUNICATION
5 Financial Marketing by Synerfia & Petite Planet Marketing
WHEN DOES FINANCIAL COMMUNICATION BECOME
MARKETING?
Marketing is the process of communicating the value of a
product or service to customers, for the purpose of selling that
product or service (Wikipedia)
It all depends upon who your “customer” is - receiver, end-
user, stakeholder – or simply, the person your are addressing.
FINANCIAL MARKETING / COMMUNICATION
Example: Archiduchesse
www.archiduchesse.fr
FINANCIAL MARKETING / COMMUNICATION
7 Financial Marketing by Synerfia & Petite Planet Marketing
WHO IS YOUR CUSTOMER?
1. Yourself, company owner / General Manager
2. Shareholders / Business Partners
3. Bank and money lenders
4. Tax-Office
5. Investors
6. Public organisations (Subsidies /Professional branches)
7. Other stakeholders
FINANCIAL MARKETING / COMMUNICATION
FINANCIAL MARKETING / COMMUNICATION
9 Financial Marketing by Synerfia & Petite Planet Marketing
WHAT IS THE GOAL OF THE MESSAGE?
1. Comfort outsiders & insiders that your company is:
• Healthy
• Will be even more successful in the Future
Give tr ust and confidence
2. Drive your company
• Support tool for decision-making
• Prevent a cash crisis
• Compare actuals with projections, provide explanations
• Analyse trends from the past
Keep consistency with KPIs, presentation, etc.
FINANCIAL MARKETING / COMMUNICATION
10 Financial Marketing by Synerfia & Petite Planet Marketing
WHAT IS THE BEST FREQUENCY?
The more critical the period, the more important the frequency.
Be pro-active and consistent in financial communication.
Do not wait until:
 You need them (too late)
 You are asked for them (very late)
Key partners: Yearly
Close, strategic partners: Quarterly
Internal management: Monthly
A written explanation is good, a visit in person is better.
FINANCIAL MARKETING / COMMUNICATION
11 Financial Marketing by Synerfia & Petite Planet Marketing
PRESENTATION TIPS
Difference between accounting and financial information
 Discuss the matter with your accountant
 Build your own reports
 Keep in mind your long-term vision
 Spend time defining the KPIs relevant to your activity
FINANCIAL MARKETING / COMMUNICATION
12 Financial Marketing by Synerfia & Petite Planet Marketing
EXTRA FINANCIAL INFORMATION
Financials reflect the company’s operations and activity.
 Consider all key elements that will contribute to tomorrow’s
success
 Include it into your communication, your report
FINANCIAL MARKETING / COMMUNICATION
13 Financial Marketing by Synerfia & Petite Planet Marketing
BUSINESS CASE: DREAMFACE INTERACTIVE
Financials reflect the company’s operations and activity.
DreamFace activity ( 5 yrs R&D)
Go To Market February 2014
Angel Investors &1 Corporate investor
Financial Communications
 2 big meetings a year
 Revelation
Susan Haimet
Better Communication = Better Treatment from Financial Partners
FINANCIAL MARKETING / COMMUNICATION
B U S I N E S S C A S E : D R E A M F A C E I N T E R A C T I V E
F i n a n c i a l s r e f l e c t t h e c o m p a n y ’ s o p e r a t i o n s a n d a c t i v i t y .
Which financial documents do we need in the future?
 Bank (Monthly)
• Cash flow
• Sales projections
• In-person meeting once per quarter
 Shareholders (Quarterly)
• Newsletter
• In-person meeting once per quarter
 Future Investors (To keep up to date)
Official company documents Sales forecast
Executive Summary Balance sheet
Clients Business projections
List of investors Business plan
Statuts Business Model Canvas
International Offices Target markets
Valuation of the company Reference doc for valuation
Capitalization table
Don’t forget NDA when sharing information
FINANCIAL MARKETING / COMMUNICATION
15 Financial Marketing by Synerfia & Petite Planet Marketing
Additional infor mation
Online course in Finance
« Introduction to Finance »
Prof. Gautam Kaul, University of Michigan
https://www.coursera.org/course/introfinance
Reading
Crossing the Chasm: Marketing and selling technology product
Author: Geoffroy Moore
http://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-
Mainstream/dp/0066620023
FINANCIAL MARKETING / COMMUNICATION
16 Financial Marketing by Synerfia & Petite Planet Marketing
Morgane ROLLANDO Noel THEVENET
Tel +33 6 14 31 97 17 Tel +33 6 20 12 77 91
morgane.rollando@synerfia.com noel@petiteplanetmarketing.com
www.synerfia.com www.petiteplanetmarketing.com

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Financial Marketing for SMBs - PWN 150424

  • 1. 24 avril 2015 FINANCIAL MARKETING Morgane Rollando, SYNERFIA Noel Thevenet, PETITE PLANET MARKETING Susan Haimet, DREAMFACE INTERACTIVE
  • 2. FINANCIAL MARKETING / COMMUNICATION 2 Financial Marketing by Synerfia & Petite Planet Marketing
  • 3. FINANCIAL MARKETING / COMMUNICATION 3 Financial Marketing by Synerfia & Petite Planet Marketing Dash Board Reporting Business Plan Balance Sheet Due Diligence Cash Flow Income Statement Budget Cash Projection Stakeholders Operational Cash Flow Investors PARTNERS Banker Ratios KPIs Extra-Financial Information Company Valuation Shareholders
  • 4. FINANCIAL MARKETING / COMMUNICATION 4 Financial Marketing by Synerfia & Petite Planet Marketing DEFINITION: FINANCIAL COMMUNICATION Disclosure of all documents that relate to a company’s financial documents 1.Legal financial statements Income statement / Balance sheets / Cash -Flow statement 2.Projection statements Budget / Business Plan 3.Internal statements Reporting / Annual Report
  • 5. FINANCIAL MARKETING / COMMUNICATION 5 Financial Marketing by Synerfia & Petite Planet Marketing WHEN DOES FINANCIAL COMMUNICATION BECOME MARKETING? Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service (Wikipedia) It all depends upon who your “customer” is - receiver, end- user, stakeholder – or simply, the person your are addressing.
  • 6. FINANCIAL MARKETING / COMMUNICATION Example: Archiduchesse www.archiduchesse.fr
  • 7. FINANCIAL MARKETING / COMMUNICATION 7 Financial Marketing by Synerfia & Petite Planet Marketing WHO IS YOUR CUSTOMER? 1. Yourself, company owner / General Manager 2. Shareholders / Business Partners 3. Bank and money lenders 4. Tax-Office 5. Investors 6. Public organisations (Subsidies /Professional branches) 7. Other stakeholders
  • 8. FINANCIAL MARKETING / COMMUNICATION
  • 9. FINANCIAL MARKETING / COMMUNICATION 9 Financial Marketing by Synerfia & Petite Planet Marketing WHAT IS THE GOAL OF THE MESSAGE? 1. Comfort outsiders & insiders that your company is: • Healthy • Will be even more successful in the Future Give tr ust and confidence 2. Drive your company • Support tool for decision-making • Prevent a cash crisis • Compare actuals with projections, provide explanations • Analyse trends from the past Keep consistency with KPIs, presentation, etc.
  • 10. FINANCIAL MARKETING / COMMUNICATION 10 Financial Marketing by Synerfia & Petite Planet Marketing WHAT IS THE BEST FREQUENCY? The more critical the period, the more important the frequency. Be pro-active and consistent in financial communication. Do not wait until:  You need them (too late)  You are asked for them (very late) Key partners: Yearly Close, strategic partners: Quarterly Internal management: Monthly A written explanation is good, a visit in person is better.
  • 11. FINANCIAL MARKETING / COMMUNICATION 11 Financial Marketing by Synerfia & Petite Planet Marketing PRESENTATION TIPS Difference between accounting and financial information  Discuss the matter with your accountant  Build your own reports  Keep in mind your long-term vision  Spend time defining the KPIs relevant to your activity
  • 12. FINANCIAL MARKETING / COMMUNICATION 12 Financial Marketing by Synerfia & Petite Planet Marketing EXTRA FINANCIAL INFORMATION Financials reflect the company’s operations and activity.  Consider all key elements that will contribute to tomorrow’s success  Include it into your communication, your report
  • 13. FINANCIAL MARKETING / COMMUNICATION 13 Financial Marketing by Synerfia & Petite Planet Marketing BUSINESS CASE: DREAMFACE INTERACTIVE Financials reflect the company’s operations and activity. DreamFace activity ( 5 yrs R&D) Go To Market February 2014 Angel Investors &1 Corporate investor Financial Communications  2 big meetings a year  Revelation Susan Haimet Better Communication = Better Treatment from Financial Partners
  • 14. FINANCIAL MARKETING / COMMUNICATION B U S I N E S S C A S E : D R E A M F A C E I N T E R A C T I V E F i n a n c i a l s r e f l e c t t h e c o m p a n y ’ s o p e r a t i o n s a n d a c t i v i t y . Which financial documents do we need in the future?  Bank (Monthly) • Cash flow • Sales projections • In-person meeting once per quarter  Shareholders (Quarterly) • Newsletter • In-person meeting once per quarter  Future Investors (To keep up to date) Official company documents Sales forecast Executive Summary Balance sheet Clients Business projections List of investors Business plan Statuts Business Model Canvas International Offices Target markets Valuation of the company Reference doc for valuation Capitalization table Don’t forget NDA when sharing information
  • 15. FINANCIAL MARKETING / COMMUNICATION 15 Financial Marketing by Synerfia & Petite Planet Marketing Additional infor mation Online course in Finance « Introduction to Finance » Prof. Gautam Kaul, University of Michigan https://www.coursera.org/course/introfinance Reading Crossing the Chasm: Marketing and selling technology product Author: Geoffroy Moore http://www.amazon.com/Crossing-Chasm-Marketing-High-Tech- Mainstream/dp/0066620023
  • 16. FINANCIAL MARKETING / COMMUNICATION 16 Financial Marketing by Synerfia & Petite Planet Marketing Morgane ROLLANDO Noel THEVENET Tel +33 6 14 31 97 17 Tel +33 6 20 12 77 91 morgane.rollando@synerfia.com noel@petiteplanetmarketing.com www.synerfia.com www.petiteplanetmarketing.com