One of the options to raise money is to issue your securities and find investors through the stock exchange. Small and medium companies can borrow money from a bank or microfinance institution that works with entrepreneurs using crowdfunding or factoring. But in some cases, it is more profitable to issue shares or bonds. By giving shares, you offer investors a stake in your company. They will count on dividends that are usually a part of the profits that go to this. You do not guarantee investors’ income, but they will become co-owners of your business and have the right to influence its development.
Preliminary Stage
The preparatory stage is the broadest, lasting anywhere from months to years. The corporation must assess its strategy, capital intensity, and financial reporting during this time. Then, you can figure out what price and how many shares should be issued and establish the future capitalization firms as a result. It is also essential to assess the degree of financial and informational transparency. It contributes to investor confidence in the company and enhances its reputation.
It is a somewhat risky option for both you and potential buyers. In addition, your company needs to register as a joint-stock company in this case. Bonds are your IOUs. By issuing bonds, you borrow money from investors, and in return, you promise to pay them interest – coupon income. Unlike a loan or a loan, the upside is that you determine how much you are willing to pay bond buyers and how often you will do it. This way of raising money is more predictable than stocks. Therefore, it is easier for business owners and investors to decide on it. Companies of any organizational form can issue Bonds.
Destroying Myths and Accepting Reality
In this step, we will bust popular myths. More precisely, the central myth gives rise to several more smaller fairy tales. They distort the picture of the world and are the root cause of most failures. It is essential because it protects you from strategic mistakes and useless work. You can only sell what the client wants to buy and for the amount that the client is willing to spend. You can sell a BMW, Mercedes, or Audi to a client. But you can’t sell the car if he doesn’t want it in the first place.
Events
The most active potential clients are at investment events. They spent time and money to get them. They are ready to listen to our proposals. That’s what they came for, and we are obliged to attend such events because this is the most compelling attraction channel.
Therefore, we do the following:
- We go to the calendar of investment events.
- We write events that correspond to our theme.
- Register and pay.
- We come and talk about ourselves.
- Additionally, we monitor local events that do not fall into the calendars.
Specialized Resources
The warmest and most active investors will come to us from the events. But this is not the entire audience that we can reach. Therefore, the next stage is advertising on thematic resources. There are two options: resources on the network and telegram channels. Publishing a series of posts on each resource is better to increase the effect. The effectiveness of the third, fourth, and fifth touch is noticeably higher than that of a single advertising entry. In general, the conversion of users from thematic resources is lower than from events. But the high reach makes up for it. Therefore, we will get more customers from financial resources than events in the long run.
Competitors
The most apparent attraction channel is if a person buys investment products from a competitor, he is a potential client. It remains for us to reach out to him and lure him away. A way to get through that is often used: they buy a competitor’s customer base and command “face” to cold call managers. Firstly, it violates personal data protection, both at the time of purchasing the database and at the time of each call to the client. Secondly, it is simply inefficient. The person showed no initial interest in the product. To sell in such a situation is to shoot sparrows from a cannon.
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