WE THE PEOPLE, in order to grow this alternative investment fund,

establish investors, ensure profits and our own domestic tranquility

M arketer does hereby solemnly swear
1)

To represent fund to the best of their

Fund M anagement does hereby swear

1)

professional ability, and not to annoy

raising assets, which is currently

investors, misrepresent strategy or

averaging 9-15+ months from first

returns or disparage fund pe rsonnel

post-engagement (if applicable).

intro to check.
2) To understand that as much as you

2) To not register the entire Preqin,

3)

To understand the timetable for

think underperformance is a buying

FinSearches, NACUBO or other

opportunity that investors, who are

investor database as exclusive

sometimes guilty of chasing

contacts.

performance, often want to see strong

To have a Rolodex that is appropriate

numbers before committing capital.

for the size and strategy of the fund

3)

To remember only 500 funds manage

and to be honest about increased

more than $1 billion & 50% of funds

timelines or reduced allocations if not.

manage less than $100 million. Not

4) To stay in front of potential investors,

at least with monthly updates, until
they ask you to quit updating.
5) To use fund-supplied marketing
materials or materials approved by
fund compliance personnel.
6) To understand the funds strategy &
to know at least the names of the funds
with similar strategies.
7) To respond to all applicable RFPs in a
timely and professional manner.
8) To keep track of the number of
meetings and shall categorize them by
st

1 or 2

nd

meeting or other such system

that demonstrates progress (or lack

getting to $1 billion in AUM in a year

isnt just ok, its normal.
4) To produce high-quality marketing
materials & DDQs with a strong and
differentiated message.
5) To provide monthly commentary for
regular communication with prospects.
6) To measure more than just AUM
raised, particularly in early days. How
many meetings and their stages (1st,
2nd, due dil., final) are also useful
measures.
7) To participate in meetings & RFPs
when asked by marketer.
8) To not nickel & dime marketer over

thereof) & to provide a regular report

prospects. If you met someone once 10

to fund management with number of

years ago & havent talked to them

meetings, stages, and probable

since, thats not a prior relationship.

allocations.
9) To not answer due diligence questions
if they arent 100% sure of the answer.
10) To manage asset raising expectations
of fund management personnel.

9) To have my sh*t together,

operationally speaking.
10) To educate marketer and potential
investors about strategy, market
opportunity, risks & competition.