Financial Marketing for SMBs - PWN 150424

24 avril 2015

FINANCIAL MARKETING

Morgane Rol lando,

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 Statement

Budget

Cash Projection

Stakeholders Operational Cash Flow

Investors

PARTNERS Banker

Ratios

KPIs Extra-Financial Information

Company Valuation

Shareholders



DEFINITION: FINANCIAL COMMUNICATION

Disc losure of a l l documents that re la te to a company’s

f inanc ia l documents

1.Legal f inanc ia l s ta tements

Income s ta tement / Ba lance sheets / Cash -F low s ta tement

2.Pro ject ion s tatements

Budget / Bus iness P lan

3. Internal s tatements

Repor t ing / Annual Repor t



WHEN DOES FINANCIAL COMMUNICATION BECOME

MARKETING?

Marketing i s the process of communicat ing the va lue of a

product or serv ice to customers , for the purpose of se l l ing that

product or serv ice (Wik ipedia)

I t a l l depends upon who your “ customer ” is - receiver, end-

user, s takeholder – or s imply, the person your are address ing.

http://en.wikipedia.org/wiki/Customers


Example: Archiduchesse www.archiduchesse.fr



WHO IS YOUR CUSTOMER?

1 . Yoursel f , company owner / Genera l Manager

2 . Shareholders / Bus iness Par tners

3. Bank and money lenders

4. Tax-Off ice

5. Investors

6. Publ ic organisat ions (Subs id ies /Profess ional branches)

7 . Other s takeholders



WHAT IS THE GOAL OF THE MESSAGE?

1. Comfor t outs iders & ins iders that your company is :

• Hea l thy

• Wi l l be even more success fu l i n the Fu tu re

Give trust and conf idence

2. Dr ive your company

• Suppor t too l fo r dec i s ion -mak ing

• Preven t a cash c r i s i s

• Compare ac tua ls w i th p ro jec t ions , p rov ide exp lana t ions

• Ana lyse t rends f rom the pas t

Keep consistency with KPIs, presentation, etc.



WHAT IS THE BEST FREQUENCY?

The more cr i t ica l the per iod, the more impor tant the f requency.

Be pro-act ive and cons is tent in f inanc ia l communicat ion.

Do not wai t unt i l :

You need them ( too la te)

You are asked for them (very la te)

Key partners : Year ly

Close, strategic partners : Quar ter ly

Internal management : Month ly

A w ri t ten explanat ion is good, a visi t in person is better.



PRESENTATION TIPS

Difference between account ing and f inanc ia l in format ion

Discuss the mat te r w i th your accoun tan t

Bu i ld your own repor ts

Keep in m ind your l ong - te rm v i s ion

Spend t ime de f in ing the KPIs re levan t to your ac t i v i t y



EXTRA FINANCIAL INFORMATION

Financ ia ls re f lec t the company’s operat ions and act iv i ty.

Cons ider a l l key e lements tha t w i l l con t r i bu te to tomor row’s

success

I nc lude i t i n to your commun ica t ion , your repor t



BUSINESS CASE: DREAMFACE INTERACTIVE

Financ ia ls re f lec t the company’s operat ions and act iv i ty.

DreamFace ac t i v i t y ( 5 y rs R&D)

Go To Marke t February 2014

Ange l Inves to rs &1 Corpora te i nves tor

F inanc ia l Commun ica t ions

2 b ig mee t ings a year

Reve la t ion

Susan Haimet

Better Communication = Better Treatment from Financial Partners


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

Don’t forget NDA when sharing information



Additional information

Onl ine course in F inance

« In t roduc t i on to F inance »

P ro f . Gau tam Kau l , Un ive rs i t y o f M ich igan

h t tps : / /www.course ra .o rg /course / in t ro f i nance

Reading

Cross ing the Chasm: Marke t i ng and se l l i ng techno logy p roduc t

Author : Geo f f roy Moore

h t tp : / /www.amazon .com/Cross ing -Chasm-Marke t ing -H igh -Tech -

Ma ins t ream/dp /0066620023

https://www.coursera.org/course/introfinance

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 91 [email protected] [email protected]

www.synerfia.com www.petiteplanetmarketing.com

Thanks for your attention

mailto:[email protected]

http://www.synerfia.com/

http://www.synerfia.com/

Financial Marketing for SMBs - PWN 150424

Economy & Finance

Transcript of Financial Marketing for SMBs - PWN 150424