Ron Suber provides a marketing plan for money managers with 3 key points: 1. It is important for managers to understand what investors want and tailor their marketing strategy accordingly. 2. The discussion will cover the spectrum of hedge fund investors, stages of fund development, operating models, and the relationship between AUM and performance. 3. Effective marketing, sales, and communications includes maintaining relationships, new business development, and public branding through materials, events, and media.

1. A Marketing Plan for Managers Ron Suber Senior Partner, Global Head of Sales & Marketing Merlin Securities 1

2. It is critical that money managers truly understand what their investors want and require – and that they tailor their marketing strategy accordingly. 2 Introduction: Know Your Audience

3. Who are the spectrum of investors? What are the four stages of fund development How hedge funds can run more efficiently How to effectively tailor and sell your story Why are we doing this? 3 Today’s Discussion

4. The Spectrum of Hedge Fund Investors 4

5. The Four Stages of Hedge Fund Development 5

6. In the Zone: Three Types of Hedge Fund Operating Models 6

7. The AUM / Performance Map 7

8. 8 Marketing, Sales and Communications Marketing, sales and communications are three terms that are often interchanged, but they have distinct definitions: Marketing represents a firm’s collective efforts to reinforce existing relationships and engage new opportunities. Marketing encompasses both sales and communications. Sales is the private introduction of the firm and its relevant product offerings. Communications is the public introduction of the firm’s brand and range of products.

10. Meeting new potential investors

11. Consistent communication with strategic partners

12. Supporting foundations and charitable organizations

13. Maintaining connections with university endowment groups and alumni

15. Investor letters

16. Upgrading the website

17. Investor databases

18. Investor conferences

19. Thought leadership

20. Media relations