Financial communication and marketing for SMBs

13 avril 2023

FINANCIAL MARKETING

Morgane Rollando, SYNERFIA

Noel Thevenet, PETITE PLANET MARKETING

Susan Haimet,DREAMFACE INTERACTIVE

FINANCIAL MARKETING / COMMUNICATION

2 Financial Marketing by Synerfia & Petite Planet Marketing



Dash Board

Reporting

Business Plan

Balance Sheet

Due Diligence

Cash Flow

Income StatementBudget

Cash Projection

Stakeholders

Operational Cash FlowInvestors

PARTNERS

Banker

Ratios

KPIsExtra-Financial Information

Company Valuation

Shareholders



DEFINITION: FINANCIAL COMMUNICATION

Disclosure of all documents that relate to a company’s 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



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.


Example: Archiduchessewww.archiduchesse.fr



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



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 trust 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.



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.



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



EXTRA FINANCIAL INFORMATION

Financials reflect the company’s operations and activity.

Consider all key elements that will contribute to tomorrow’s success Include it into your communication, your report



BUSINESS CASE: DREAMFACE INTERACTIVE

Financials reflect the company’s 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


BUSINESS CASE: DREAMFACE INTERACTIVEFinancials reflect the company’s operations and activity.

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 forecastExecutive Summary Balance sheetClients Business projectionsList of investors Business planStatuts Business Model CanvasInternational Offices Target marketsValuation of the company Reference doc for valuationCapitalization table

Don’t forget NDA when sharing information



Additional information

Online course in Finance

« Introduction to Finance »

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



Morgane ROLLANDO Noel THEVENET

Tel +33 6 14 31 97 17 Tel +33 6 20 12 77 [email protected] [email protected]

www.synerfia.com www.petiteplanetmarketing.com

Thanks for your attention

Financial communication and marketing for SMBs

Marketing

Transcript of Financial communication and marketing for SMBs