Attracting Investors: A Marketing Approach to Finding Funds by Philip Kotler PDF

By Philip Kotler

ISBN-10: 0471646563

ISBN-13: 9780471646563

Advertising and marketing guru Philip Kotler indicates marketers tips on how to marketplace their businesses to investorsHow can companies do a greater activity of attracting capital? the reply: ''Marketing!'' advertising and marketing professional Philip Kotler groups up with a popular consultant and an INSEAD professor for this sensible, marketing-based method of elevating capital from traders. according to the idea that marketers and enterprise vendors frequently do not comprehend what traders wish and the way they make their judgements, Attracting traders deals a bigger view of the standards concerned, and publications either startup and veteran businesses in successfully elevating capital.Philip Kotler (Glencoe, IL) is the S.C. Johnson & Son unique Professor of foreign advertising at Northwestern University's Kellogg tuition of administration, and the writer of 35 books. Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus, the biggest advertising and marketing consulting enterprise in Indonesia, and is coauthor with Kotler of a number of books, together with Repositioning Asia and Rethinking advertising. S. David younger (Fontainebleu, France) is a Professor of Accounting and regulate at INSEAD in Fountainebleu, France.

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It now has a venture capital unit that invests in selected technologies, especially software, that have applications in Siemens businesses. Reuters and Bertelsmann also have well-funded VC units. In fact, roughly half of the 100 largest firms in the United Kingdom have corporate venturing arms. As for the United States, Oracle is a prominent example. One of the motives for such corporate involvement is to help the business keep tabs on developments in new technology and their likely impact. Nearly always, this is done by investing in early-stage ventures in their own industry.

Any opportunity with a score of 50 or greater is called a no-brainer or obvious “yes,” while deals with scores between 25 and 49 are given serious consideration. Ventures with scores under 25 are rejected without further discussion. Once the decision has been made to pursue the target, Atila then embarks on a four-step process to value the business and determine how much capital it is willing to invest. First, Atila’s staff rewrites the target’s business plan. Based on its own analysis of product markets, competition, and pricing, it develops what it considers realistic sales growth figures.

But even in such cases, quick injections of capital are hard to get. Angel investor groups, and especially venture capital firms, often have lengthy due diligence and internal approval processes. For publicly traded companies, selling equity to passive investors may be an option, but a registered public offering of equity takes at least several weeks, if not months, to complete. One alternative available to such firms is to reissue shares held in corporate treasury (that is, resell shares that had been previously bought back from shareholders).

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Attracting Investors: A Marketing Approach to Finding Funds for Your Business by Philip Kotler


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