Money Mangers Marketing

Quote from LongView:

original quote from SnoopDogg:


I think that if you took two money managers, one hedge fund and one CTA, and keep all factors the same, meaning they both started their business having zero connection to capital besides their own and their returns were identical. I think the CTA would have a much easier time raising money. This is because a CTA can place adds and solicite funds where as a hedge fund is a RegD investment and cannot solicite funds with advertising and things of that nature.


Thanks for the response. Just a quick follow up. Do all CTA's investors need to be accredited? (200K single, 300K married couple income, 1 million in net worth) If not I think there is a tremendous universe of investors looking to gain exposure to "alternative asset classes" but are shut out of hedge funds.

Also, how effective have you found the CTA databases in attracting new money? Obviously, pounding the pavement and selling your fund is still going to be required, but it would be nice is a solid track record in one of these published places would attract at least some money on its own.
 
Quote from rufus_4000:

Again, introduction is the name of the game here. ... but the way that I know that would probably work would be link with private wealth management for a private bank, they tend to have contacts in the rural towns.

Do you know if it feasable to cold call the private wealth management firms and pitch your fund, or would this also require an introduction?
 
Quote from SnoopDogg:

Thanks for the response. Just a quick follow up. Do all CTA's investors need to be accredited? (200K single, 300K married couple income, 1 million in net worth) If not I think there is a tremendous universe of investors looking to gain exposure to "alternative asset classes" but are shut out of hedge funds.

No, the accredited requirement has to do with unregistered securities, i.e. hedge funds or commodity pools. If the investor is going to open their own account and give a CTA power of attorney to trade it for them, there is no accreditation requirement. There is still the "suitability" requirement, though, but not an accreditation requirement.

Yes, I agree that a small allocation to alternative investments that aren't correlated with stocks and bonds is wise.

Aaron Schindler
Schindler Trading
 
Quote from bulat:

Do you know if it feasable to cold call the private wealth management firms and pitch your fund, or would this also require an introduction?

If you are talking about CTA's making cold calls to sophisticated investors -- sure, that's fine. CTA's are not prohibited from general solicitation.

But hedge fund managers are prohibited from general solicitation for unregistered hedge funds.

Aaron Schindler
Schindler Trading
 
Quote from Aaron:

But hedge fund managers are prohibited from general solicitation for unregistered hedge funds.

So then would be it accurate to say that for a fund, your only options of marketing it are:

1) Approach people you already know
2) Hire a third party marketer with a big rolodex
3) List yourself in the ranking services and hope that potential investors notice you

Can those really be the only legal options available?
 
original quote from bulat:

So then would be it accurate to say that for a fund, your only options of marketing it are:

1) Approach people you already know
2) Hire a third party marketer with a big rolodex
3) List yourself in the ranking services and hope that potential investors notice you

Can those really be the only legal options available?

I belive this is correct. When I first started I had a CPO and a CTA. A CPO is in the same class as a hedge fund. When I was building my web site I put in information about both the CTA and CPO. The NFA told me that I had to take down anything that mentioned the CPO because you cannot solicit for a RegD investment.

So in answer to your question I believe those really are the only options you have. There may be other ways, but I am not familiar with them.

I have since closed the CPO because there was zero demand for it. Everyone wants managed accounts. At least every one who has contacted me.
 
The world of fundraising money is both hard and filled with a great deal of rules. I would suggest that anyone looking to start a fund retain a good lawyer who is well versed in the space.

You need to be real careful how you raise the money and how you keep people informed. The last thing you want is to violate the rules, the punishment is severe.

I used a well-known firm and they provide advice with all aspects of the process; from your marketing deck to your web site and distribution lists (for results).
 
Quote from bdraws:

I used a well-known firm and they provide advice with all aspects of the process; from your marketing deck to your web site and distribution lists (for results).

Would be an exaggeration to ask for the name of the firm ? Would they mind to get some more business ? :)
 
Quote from rufus_4000:

Hmm, I guess I have been busy trading so I missed this thread a bit.

Somebody mentioned that institutions are trying to fit your fund / CTA into a "box", that's exactly what they do. And in a way, if you were in their shoes, managing a few billion, and only allocating maybe 1-4% of their managed assets into "alternative investment", then you will see why they are trying to fit your strategy into a box. Not to sound arrogant or anything, but I have had to turn down a few offers (from HF incubators, and large funds wanting "front funds") for me to manage money (I am happy with trading with my own capital, and I have been with a few hedge funds before, so I know the routine fairly well). For a fund to get serious consideration in front of an institution, it has to have both a good "presentable" strategy and a decent track record.

Most small funds I have seen takes very little time explaining their strategy from an institutional sense, the managers seems to be caught between "not wanting to reveal too much" and "my strategy is very special". Both statements are not entirely true. From what I have seen, 99% of all strategies fit into a standard box or two, take time to explain your strategy in standard terms, very very rarely are there any "secret sauce". Especially if the manager was not with a top-tier firm before, the institution (or even HNW FOs!) tend to be suspicious of claims of "proprietary instrument selection process that produce high portable alpha". The "secret sauce", if anything, comes with tuning and experience. Two, very few small funds have realistic sense of risk management, they tend to say "we don't allocate more than 5-10% of our capital in one trade", and call that risk management, it is not, at least describe some standard scenarios then. Will the fund be using a risk system, does it do product / asset class correlation analysis? Does it do periodic shock scenario analysis? How often? Most good fund presentations devote at least 20-30% of the presentation to risk management.

Look at things from the institutional investor's perspective (say a pension fund), they are only allowed to invest a small % (1-4%) of their AUM into "alternative investments". And these guys have to explain their manager selections to their own investment committee (and these committee members have never seen an option, let alone more complex derivatives), so think about the story they have to tell, and the portfolio (basket) of funds they have selected. So it is not just a matter of chasing alpha, it is also about spreading out the investments across the different investment strategies, so that in the event of a market turn, the lack of correlation would protect the investment itself. In fact, pension funds and FoFs have taken to buy "hedge fund derivatives (i.e., fund options and protective puts) to further protect the investment. Disclaimer, I do provide some informal advisory stuff for two FoFs, so I guess I have the inside view, I guess.

Just my $0.02.
absolutely right... fwiw, am sharing an office with someone who's set up a 'hedge fund mall' and despite my mickey mouse size (<$3mio) has wanted me and has finally got me on his 'mall' in the 'highly leveraged pure fx play' box, but clearly and after meeting scores of 'asset allocators' etc i have now come to think that institutional money is just not worth the effort... better focus on family offices / HNW individuals directly, they are much less demanding in the way of cover-my-arse-prove-nothing-type ratios, and they are usually pretty well connected to other HNW people... all they want to see is some reasonable performance and a simple and robust risk / money management system, they don't want the details... much less hassle... and they don't pretend to understand what you are doing nor how you are doing it... precious!
 
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