IPO Communications
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Transcript of IPO Communications
IPO CommunicationsPreparing for Your Close-up
not a destination
It’s a
Journey
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The journey...
PRE-IPO IPOPOST-IPO
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Let’s look at it this way...
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Positioning: getting ready to sell
Shift your thinking — the company is the product
Addressing a new audience
Get introspective
Define your core investment proposition
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a market message
consistent
the jargon
Establish a messaging framework
How do you compete? Need expressed Need addressed
Cut out
Develop
Be
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Generate one consistent message
Internal Communicatio
ns
Boilerplate
Website
Social Media
Promotional Material
Presentations
Marketing Communication
s
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> The website. 95%of financial journalists
go to a company’s website first
75%of institutional
investors visit weekly
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Where is the first place potential investors go?
Best practice examples
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Resources
Q4 Web Systems white paperhttp://www.q4blog.com/2011/01/
12/ir-website-best-practices-free-q4-whitepaper/
CICA website
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PR & Media: Building Visibility
Establish a PR function
Communicate corporate milestones
Put key metrics into the market
Begin media outreach
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Incorporate key messages
Key channelsProspectus and greensheetVideoPresentationManagement delivery
The IPO: Selling the Offering
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Presentation
the right information
rapidly transferred
with high recall
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it’s about distilled nuggets
somethingbig coming
valueproposition
growth strategy
board
product description
mission
visionlast year’s
results
intellectualproperty
media coverage
corporategovernance
head shots
awards
table of contents
capabilities
features
benefits
values
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Moving up the value chain
ComponentsSubsyste
ms
PayloadSpacecraft
MissionServices
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Traditional strength Current opportunity
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Liuyang Fireworks Current
Liuyang Fireworks Target
International sales Domestic sales
50%
5%
Growth Strategy
95%
50%16
Beyond the presentation – Corporate video
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Ensure it contains key messages
Use gatefold graphics
Prospectus and gatefold
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The delivery
scripting
presentation coaching
Q&A preparation
advice
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Presentation coaching: how it works
dry runs
video analysis
mock Q&A session
repeat, repeat, repeat
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They own 30 companies
They are cynical
They have heard it all before
They are looking for a reason to say “no”
We prepare you to meet them
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Sell-Side AnalystsRequire detailed information to build models and compare you to already public companies
Institutional AccountsWill be directly investing and require knowledge of company, track record and management
Retail Investment AdvisorsThe high points, including growth strategy, that they can pass on to their clients
Who you will meet
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Congratulations you’re public!
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New opportunities and new responsibilities
Retail Shareholders
QuarterlyReporting
RegulatoryRequirements
ConferenceCalls
Annual Meetings
Media Scrutiny
PressReleases
Roadshows
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InvestorDays
BoardMeetings
Conferences
Build capability pre-IPO
The solution: Solid IR infrastructure
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PRE-IPO IPOPOST-IPO
Path to public markets success
Strong positioning
Core messages in place
Solid presentation & support materials
Prepared management
IR infrastructure in place
Follow best practices
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Questions?
Thank you!