Financial Marketing for SMBs - PWN 150424
1 like671 views
This document discusses financial marketing and communication. It defines financial communication as the disclosure of financial documents about a company. Financial communication becomes marketing when the goal is to communicate the value of a company to stakeholders like investors, partners, and banks. The document provides tips for financial marketing, including identifying the target customer, setting goals for messages, choosing the best frequency of communication, and including extra financial information. It also presents a business case study of Dreamface Interactive and how their financial communication improved their treatment from financial partners.
Financial Marketing for SMBs - PWN 150424
- 1. 24 avril 2015 FINANCIAL MARKETING Morgane Rollando, SYNERFIA Noel Thevenet, PETITE PLANET MARKETING Susan Haimet, DREAMFACE INTERACTIVE
- 2. FINANCIAL MARKETING / COMMUNICATION 2 Financial Marketing by Synerfia & Petite Planet Marketing
- 3. FINANCIAL MARKETING / COMMUNICATION 3 Financial Marketing by Synerfia & Petite Planet Marketing Dash Board Reporting Business Plan Balance Sheet Due Diligence Cash Flow Income Statement Budget Cash Projection Stakeholders Operational Cash Flow Investors PARTNERS Banker Ratios KPIs Extra-Financial Information Company Valuation Shareholders
- 4. FINANCIAL MARKETING / COMMUNICATION 4 Financial Marketing by Synerfia & Petite Planet Marketing DEFINITION: FINANCIAL COMMUNICATION Disclosure of all documents that relate to a companys 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
- 5. FINANCIAL MARKETING / COMMUNICATION 5 Financial Marketing by Synerfia & Petite Planet Marketing 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.
- 6. FINANCIAL MARKETING / COMMUNICATION Example: Archiduchesse www.archiduchesse.fr
- 7. FINANCIAL MARKETING / COMMUNICATION 7 Financial Marketing by Synerfia & Petite Planet Marketing 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
- 8. FINANCIAL MARKETING / COMMUNICATION
- 9. FINANCIAL MARKETING / COMMUNICATION 9 Financial Marketing by Synerfia & Petite Planet Marketing 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 tr ust 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.
- 10. FINANCIAL MARKETING / COMMUNICATION 10 Financial Marketing by Synerfia & Petite Planet Marketing 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.
- 11. FINANCIAL MARKETING / COMMUNICATION 11 Financial Marketing by Synerfia & Petite Planet Marketing 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
- 12. FINANCIAL MARKETING / COMMUNICATION 12 Financial Marketing by Synerfia & Petite Planet Marketing EXTRA FINANCIAL INFORMATION Financials reflect the companys operations and activity. Consider all key elements that will contribute to tomorrows success Include it into your communication, your report
- 13. FINANCIAL MARKETING / COMMUNICATION 13 Financial Marketing by Synerfia & Petite Planet Marketing BUSINESS CASE: DREAMFACE INTERACTIVE Financials reflect the companys 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
- 14. FINANCIAL MARKETING / COMMUNICATION B U S I N E S S C A S E : D R E A M F A C E I N T E R A C T I V E F i n a n c i a l s r e f l e c t t h e c o m p a n y s o p e r a t i o n s a n d a c t i v i t y . 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 forecast Executive Summary Balance sheet Clients Business projections List of investors Business plan Statuts Business Model Canvas International Offices Target markets Valuation of the company Reference doc for valuation Capitalization table Dont forget NDA when sharing information
- 15. FINANCIAL MARKETING / COMMUNICATION 15 Financial Marketing by Synerfia & Petite Planet Marketing Additional infor mation Online course in Finance 束 Introduction to Finance 損 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
- 16. FINANCIAL MARKETING / COMMUNICATION 16 Financial Marketing by Synerfia & Petite Planet Marketing Morgane ROLLANDO Noel THEVENET Tel +33 6 14 31 97 17 Tel +33 6 20 12 77 91 morgane.rollando@synerfia.com noel@petiteplanetmarketing.com www.synerfia.com www.petiteplanetmarketing.com