The Need

A middle market Private Equity firm felt they were stuck in a marketing rut. Their website was outdated, and they had never engaged in any significant marketing efforts besides creating a one-pager. They noticed a trend with peer-firms towards competitive branding, LinkedIn marketing, newsletters and white papers that supported business development efforts. They were curious about their options, unclear about how this process might work, and costs involved. They reached out to us for market data and introductions.

Soul-ution

We engaged in a lengthy conversation with the firm, listening to their interests and goals, noting their questions and concerns. Armed with information about their current marketing efforts, and future goals, we started our vetting process. We reached out to our existing partner relationships that provide market analysis, strategy and execution to similar firms. Then we took it a step further, reaching out to PE firms with a significant market presence, and making inquiries about relationships that shared a successful outcome. After due diligence and conversations to align goals, we narrowed our search to three firms that we felt offered innovative marketing approaches and choices at different price points. This research was conveyed in detail to our client, and they requested introductions to two of the firms. The client appreciated the opportunity to learn more about their options, and was grateful for the research provided, saving them time and resources. The PE firm hired one of the marketing firms, and is rolling out a new marketing strategy, very happy with their new partnership.

The Need

An Independent Sponsor reached out to us with a need for a market assessment provider who could provide a go-to-market strategy for a new company that they were considering purchasing, within an industry that they knew little about. After a lengthy conversation where we discussed their firm and goals, we understood that finances were a top priority. They needed to stay within a specific budget, but did not want to skimp on the quality of service. Together we came up with a list of qualifications and experience that this service provider needed to have.

Soul-ution

After reaching out to existing relationships and then vetting newly referred providers, we came up with a list of five strategy consultants that met the criteria that the sponsor sought. Next, following our due diligence checklist, we vetted all providers, learning about their experience and speaking in detail with their references in order to gain reputational insight. Three of the providers were introduced, and one was chosen. Based on the strategist’s due diligence, the Independent Sponsor acquired the new platform company and is very pleased with his service. Together they developed a strategy with actionable next steps.

The Need

A CFO within a boutique Private Equity firm required a new Fund Administrator, unhappy with their existing relationship. This firm reached out to Soul Equity, requesting introductions. They felt that they had not properly vetted their decision last time, instead relying on a referral from a personal friend. As a smaller firm, they felt disenfranchised with the service that they were receiving.

Soul-ution

Soul Equity engaged in a deep dive conversation with the PE firm to understand why they were unhappy with their previous firm, and what they were looking for in a new provider. We then researched and vetted Fund Administrators, considering existing referenced relationships as well as sourcing our industry connections and market research to target service providers who have successfully worked with similar PE firms. Two introductions were made. The PE firm hired one of the Fund Administrators, who has now become a highly trusted partner. This firm’s referral network spoke highly of their customer service relationships. The relationship is a success, and follow up feedback has shared that they have streamlined their business via advanced technology and offered significant insight into evolving regulations and strategic direction.