Core Marketing Materials

for Capital Raising

Sponsored by the Family Office Club

1. No visual explanation of the business and value creation process

2. No unique choke point or position communicated

3. Lazy Brand Name – Nobody has any idea what you do or why to work with you based on it.

4. No logo just a colored font brand name –again lazy.

5. Materials too long, not focused – “I’m sorry the presentation is so long I ran out of time” (161 page PPT example)

6. No credible pictures of team7. Amateur Pro-formas, better to have none

at all than too optimistic8. No materials, no chance

Avoiding a Capital Raising Money Pit

1. One-liner2. Your 2-3 sentence hook3. Unique position in the marketplace4. Well positioned brand/image5. Three reasons to invest with you to

drive home over and over in many ways

6. Knowing top 3 objections risks to someone saying no and cutting them off at the past or being prepared for them.

Core Building Blocks

1. Table Stakes 2. Credibility Quickly Assessed3. Unique Positioning4. Multi-Modal Approach is Critical5. Sales Cycle Appropriate Materials

Why Marketing Materials Matter

1. Most Critical Piece2. Components:

1. Brand/logo readily visible and professional2. Title of one pager – benefit driven3. 1-3 sentences on how the investment makes

money or operates and creates value4. Phone and email and address easily found and

available5. Graphs, visual of performance or industry size6. Key statistics, data, figures that investors will

ask for7. Picture of how the firm operates or invests

(process)8. Terms of the deal if compliance allows for that9. Disclosures if compliance requests this10. Invite to setup a call, meeting or learn more

One Pager / Tear Sheet

1. Biggest mistake is making it 40-80 pages long2. Another costly mistake is relying upon

unrealistic proformas, or overly optimistic predictions which smell amateur to any experienced investor.

3. Pictures of team and their experience required4. Clearly demonstrate what makes the firm

unique and creating true differentiated value5. Case studies of investments or execution

completed to date6. Case studies of others investing ideally7. Deal Terms Page is critical – list of service

providers if relevant to your industry.8. Lean towards less text and more engaging

pictures and diagrams where possible

PowerPoint Overview (12-20 Pages)

FAQ Email & 1 Pager Templates

1. FAQ are just that – predict them2. Know the critical objections investors will

have and address those in the one pager, PowerPoint and/or in prepared email or 1 pager responses

3. Make sure answers are concrete, well-researched, and compliance-approved so you are readily armed with great responses on the spot.

4. Everyone should have at least 3 of these in place, if not you don’t need help raising capital.

5. Example - $50M Valuation / Startup Co / Hedge Fund

Educational Articles/Whitepapers/Infographics

1. Why they are helpful2. When to leverage these3. Dripping Sequences4. Lead Generation5. No need to author them

1. Why?2. When3. How4. Cost5. Why wouldn’t you – exit

the business if you aren’t committed enough, you won’t survive.

6. Results (SF Client), 60 Billionaires, New $2B Client, New $50M Client, Every Meeting

Positioning Expertise Book

Master Due Diligence Questionnaire

1. What2. Why 3. Who should have one?4. Cost savings and professionalism

Website & Data Room

1. Compliance Issues2. 506-C rule – Look into it and be careful3. Data room shows this is not your first rodeo

and assures investors that the “kitchen” of your business is not a total mess, and if that is the case, clean it up first obviously.

4. Website potential uses vary widely -examples

5. Data room should have financials historically, proformas in some cases, bios on team members, Master DDQ if available, 1 pager, PPT, legal opinions if any, formation documents, details on IP or patents, service provider lists and contact details, references, cap table details, etc.

Implementation

1. UpWork.com Graphic Designer – all brochures2. Assistant with PDF editing and basic Wordpress

website skills for edits and improvements3. Dropbox for some data room work and Wishlist

plugin for some online website based data room implementations (SSL)

4. 99Designs and Adobe photo stock for logos andgraphic design contests, book covers, etc.

5. CreateSpace for book publications

Frequent Questions

1. How many hours of my time and how much money should I spend creating my marketing materials?

2. How often should I update my materials?3. Should I include everyone on my team or just

the top executives?4. Do investors want materials e-mailed or post-

mailed, too? 5. How detailed should I make this?

Key Biscayne, FL

Our Offices

Visit Our Offices

Richard C. WilsonFounder - Wilson Holding Company

Direct Line: (305) 333-1155328 Crandon Blvd. #223Key Biscayne, FL 33149

Richard@FamilyOffices.com

DisclaimerThis document does not represent an offer to sell or a solicitation of an offer to buy any security. Any such offer must be madepursuant to a private placement memorandum or other definitive legal documentation prepared by the company offering the securities (the “Offering Documents”), and the securities are only available in states in which the offering of the securities is registered or is exempt from registration and only by a broker/dealer authorized to do so. This document contains excerpts from the Offering Documents, and should be read in conjunction with the Offering Documents prior to making any investment decision.

The securities offered in the Offering Documents (“Securities”) are offered through Rainmaker Securities, LLC – a registered broker dealer, Member FINRA/SIPC, 2045 S. BARRINGTON AVE SUITE A, LOS ANGELES, CA 90025 (“RMS”). These Securities involve a high degree of risk, are speculative and involve a high degree of risk. The Securities have not been approved or disapproved by either the SEC or any state agency, nor has either the SEC or any state securities commission endorsed the accuracy or adequacy of the referenced Offering Documents. Any representation to the contrary is a criminal offense.

An investment in these Securities should not be made by any person or entity that is not in a position to lose the entire amountof such investment, or one who needs liquidity of the investment. Only individuals and entities qualifying as “accredited investors” or “qualified institutional buyers”, as defined by the Securities Exchange Commission (“SEC”) are allowed to invest in these Securities. Potential investors in the company should carefully consider the risk factors contained in the Offering Documents to evaluate the company and its prospects before purchasing the Securities. This document and the referenced Offering Documents both contain forward-looking statements that are not historical facts, and are based on the company’s attempt to describe the outcome if it executes well on its business plan. They are not guarantees of future performance and are subject to risks and uncertainties beyond the company’s control or ability to predict. Potential investors are cautioned not to place undue reliance on these forward-looking statements, which reflect the company’s management’s view only, as of the date of this document and the referenced Offering Documents.