This document discusses financial marketing and communication. It defines financial communication as the disclosure of financial documents about a company. Financial communication becomes marketing when the goal is to communicate the value of a company to stakeholders like investors, partners, and banks. The document provides tips for financial marketing, including identifying the target customer, setting goals for messages, choosing the best frequency of communication, and including extra financial information. It also presents a business case study of Dreamface Interactive and how their financial communication improved their treatment from financial partners.

1. 24 avril 2015
FINANCIAL MARKETING
Morgane Rollando,
SYNERFIA
Noel Thevenet,
PETITE PLANET MARKETING
Susan Haimet,
DREAMFACE INTERACTIVE

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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

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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

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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.

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Example: Archiduchesse
www.archiduchesse.fr

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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

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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.

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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.

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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

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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

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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

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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

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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

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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