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The path to Total System of Ownership (TSO) to Raising Capital (2), By Ngozi Bell

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This is a continuation of the article from last week, consequently billed as Part 2. At the end of the article from last week, we learned some fundamentals in capital raising that differentiates and is long lasting and developed the T in T.S.O. It is safe to conclude that acquiring a good database partner could be much more than rummaging through a list of potential investors, but a platform to determine the best investor fit, that leverages gleanings from your company’s prior investments or desired investments and focus area(s). We also learned how to target the right database partner to your company.

The rest of this follow on article will be on the S.O.

SYSTEM – Creating an integrated system will allow for maximum efficiency. You need your own distribution system to access capital. Your distribution system is your network of activities, tools and processes that inform and direct your investment opportunity to desired clients. It is the process by which you get information out. A tool that facilitates your distribution system is an activity tracker widely known as a Customer Relations Management tool or CRM. Your Personal automated CRM will track contacts, communications, and progress with each investor. While it resembles the work you would do using excel and Google sheets, a software based automated solution is necessary to allow the auto-loading of contacts, potential investor status and more. This cuts down on time, enhances accuracy and allows for many search criteria such as investor profile, interest level, past investments, size etc. To facilitate the most efficient benefits, require that the Personal CRM be as integrated into the system as much as possible. There should be no manual entries of any sort.

A short-term mindset in raising capital will not cut it

You must endeavor to incorporate the investors in your networks on all possible levels. Capital raising is on a continuum and typically never raised in one fell swoop over a short time. Many clients that engage investors once and do not hear from them give up on the relationship altogether, and rather quickly. They assume there will never be a capital raise opportunity with that investor.

Taking the long view, is the only right view – investors will invest, let it be with you, whenever.

The long view means all investors encountered are given front row social media seats. They are encouraged to constantly take part in what your firm is doing, learn about its progress, triumphs, and milestones in a passive way. This is the best kind of publicity. All the company seeking investment has to do, is to ensure that it looks exactly like what investors would be interested in. Through receiving regular updates, investors are updated constantly with information on many of the metrics they would usually have to investigate but this time, without being the instigator. They can gauge industry reactions and engagements by observing the interactions of others to the company’s news. They can ascertain the usefulness of the company’s milestone by observing the media and market response. Overall it is a win for you and your fund raising effort.

Keep in mind that everything you share is a record that must be captured within your company’s own systems. This is where a marketing automation software is utilised. The software allows for easy, customisable, timely and automated marketing communications media. Allowing your company, the ability to run regular newsletters to potential investors, and just as easily, run regular updates to existing investors. It allows for a plethora of communications such as customised workflows based on predetermined criteria to optimise the company business. You see investors relations that keep all investors updated based on the status of engagement is an important part of company business before capital is raised, during capital raise and post capital raise. This is business after capital is raised, the process will ensure that investors would want to invest in the company in the future and be able to recommend others to do the same. Those others can simply join the communications networks and be brought up to date rather quickly. The marketing communication system is a game changer device that completely reorganises and enhances the fund-raising process. It will track every interaction that investors have with your company’s marketing materials, your websites and other outreach tools and products. This software can be expensive when obtained from the open market and usually costs thousands per month as service fee.

OWN it – The real price is for your company to set up your own CRM and marketing automation at practically no cost. These are platforms and systems you will have complete ownership of. The skill set to empower your company with that capability are found with a few key fundraiser partners of which our enterprise is one (please reach out if there is interest) and we make sure the systems are configured so they can get right to the point and focus on raising capital.

Finally, having these systems in house, and the ability for your company to plug right into your partner database to run distribution to the investors, with the right investment focus at the right times is important. The partner systems can help route both the initial communications and follow up so that all you have to do is what you should be doing – answering the questions from investors and nailing down meetings that facilitate investments all in a timely and efficient manner. 

At the end of this entire process, you the company should own the contacts details and relationships with investors and simultaneously have all the systems in place to run marketing on your own. 

This is the real value – having your own capital raising machine – This is the path to T.S.O. in capital raising!

If interested in our services, contact us by interacting with this publication or via my LinkedIn found in About Ngozi Bell

About Ngozi Bell

Inspiration, Hard Work, Innovation. These three foundational elements anchor Ngozi’s core belief that manifesting the extraordinary is always within reach. Inspired by her mother A.C.Obikwere, a scientist and author, she learned the privilege of living at the edge of important encounters and dedicating herself to robust and perpetual learning. Ngozi’s background is a combination of Physics, Engineering, Venture Capital/Private Equity, regulations, and business where she has managed over $1B in cumulative revenue. Ngozi is a speaker, storyteller, and writer on a diverse set of topics including AI, iDLT, ML, Signal Processing, iOT, women, entrepreneurship and more. She contributes regularly to VOA, has been a TEDx speaker and is published on tech and non-tech platforms. She is a champion of STEM, women, youth, art and the Africa we must engage. Ngozi is an adjunct professor of Physics and management with work

experience in Asia, Europe, Africa, Middle East, and North America. She is a founder of a number of a number of enterprises and host of the podcast Stem, Stocks and Stews (https://anchor.fm/stemstocksstews-podcast).

Https://www.LinkedIn.com/in/ngozibell/
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