Financial communication and marketing for SMBs
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Transcript of Financial communication and marketing for SMBs
13 avril 2023
FINANCIAL MARKETING
Morgane Rollando, SYNERFIA
Noel Thevenet, PETITE PLANET MARKETING
Susan Haimet,DREAMFACE INTERACTIVE
FINANCIAL MARKETING / COMMUNICATION
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FINANCIAL MARKETING / COMMUNICATION
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Dash Board
Reporting
Business Plan
Balance Sheet
Due Diligence
Cash Flow
Income StatementBudget
Cash Projection
Stakeholders
Operational Cash FlowInvestors
PARTNERS
Banker
Ratios
KPIsExtra-Financial Information
Company Valuation
Shareholders
FINANCIAL MARKETING / COMMUNICATION
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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
FINANCIAL MARKETING / COMMUNICATION
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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.
FINANCIAL MARKETING / COMMUNICATION
Example: Archiduchessewww.archiduchesse.fr
FINANCIAL MARKETING / COMMUNICATION
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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
FINANCIAL MARKETING / COMMUNICATION
FINANCIAL MARKETING / COMMUNICATION
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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 trust 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
FINANCIAL MARKETING / COMMUNICATION
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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
FINANCIAL MARKETING / COMMUNICATION
BUSINESS CASE: DREAMFACE INTERACTIVEFinancials reflect the company’s operations and activity.
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 forecastExecutive Summary Balance sheetClients Business projectionsList of investors Business planStatuts Business Model CanvasInternational Offices Target marketsValuation of the company Reference doc for valuationCapitalization table
Don’t forget NDA when sharing information
FINANCIAL MARKETING / COMMUNICATION
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Additional information
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
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Morgane ROLLANDO Noel THEVENET
Tel +33 6 14 31 97 17 Tel +33 6 20 12 77 [email protected] [email protected]
www.synerfia.com www.petiteplanetmarketing.com
Thanks for your attention