Minard Capital

We Are the First Anti-Third Party Marketing Firm

Minard Capital is the first outsourced marketing consulting firm dedicated to pro­viding the strategy, investor intro­ductions, Rolodex and sales process necessary for alternative invest­ment firms to win and retain global institutional mandates. Minard Capital is not a broker-dealer nor a third party marketing firm. The firm is a fee-for-service consultancy, dedicated to delivering more efficient and effective marketing and branding tactics to raise a firm's assets, brand profile and sales efficiency.

EPIC Returns

In Partnership with P&I Ritz-Carlton, Half Moon Bay
April 27–29, 2016

slide 001
slide 002
slide 004
slide 005
slide 006
slide 007
slide 008
slide 009
slide 011
slide 012
slide 013
slide 014
slide 015
slide 016

There is nowhere to hide. There is no more spin. The naked truth is the most powerful marketing campaign today.

—The Art of the Institutional Sale

2016 Events

  • Hosting

    Event city SFO

    EPIC Returns

    April 27-29, 2016

    Ritz-Carlton, Half Moon Bay, CA

2015 Events

Previous Events

Power: the freedom to be truly yourself without compromise and the respect by others to not have to prove it.

—The Art of the Institutional Sale

TEDx Marin

I want an outcome I can predict and control.

—The Art of the Institutional Sale

None of us are marketers anymore. We are all trial lawyers putting our firms on trial in front of a jury of allocators to prove their investment edge is defensively and verifiably true and repeatable.

—The Art of the Institutional Sale

Today, investors invest in businesses not just performance.

—The Art of the Institutional Sale

In the

Alpha Hedge West
September 27–29, 2015

San Francisco, CA

Perception Tops Performance in Hedge Fund Sales
via FundFire, a Financial Times service

Trust and perception are more important than performance when it comes to winning hedge fund assets, industry observers said at a panel at the IMN Alpha Hedge West conference in San Francisco this week.

“Performance doesn’t really matter,” Amanda Tepper, CEO of consultancy Chestnut Advisors, said at a panel on Sunday.

Fundraising data backs up that notion, Tepper said. The hedge funds that raised the most capital outgained the top-performing funds by a ratio of four to one in the race for new assets, according to a white paper that Chestnut published on the topic last year. And institutional investors hire managers between three to 12 months more quickly when they trust them, according to the paper.

Trust is also a critical factor in asset retention, the panelists said. Solid marketing teams not only raise assets, but retain them—particularly during inevitable periods of bad performance, said Susan Soh, global head of marketing and client solutions at Perella Weinberg Partners.

During the financial crisis, firms that had strong marketing teams didn’t lose many investors, despite poor performance, she said. On the flipside, firms that have always performed well, but don’t have good marketers, can bleed assets as soon as performance turns sour, she said.

Retaining assets should be considered as important as gaining new capital, she added, and the effort should be considered part of a marketing team’s core purpose. “My team gets equal points for raising assets as they do for retaining assets—and even more points in difficult years for retaining assets,” she said.

Beyond trust and perception, winning assets still requires sound sales and marketing practices. For instance, diligent research ahead of meeting investors is crucial, the panelists said. Managers should know enough about an allocator that they can fully explain how their funds will fit in with the investor’s targets, said Rachel Minard, CEO and founder of marketing consulting firm Minard Capital.

“You have to understand the modus operandi behind the CIOs,” Minard said. That includes how they are paid, who on the board makes decisions and how a firm can get on to the allocators’ agenda during meetings, she said. Understanding the inner workings will help a manager better target the pitch, she said.

“Marketing is not looking busy,” she said, because if marketers have ended up targeting the wrong allocators, the firm has lost time. Efficiency is “the only shortcut” to finding investors, she added.

Branding and messaging are also key ingredients. Some of that branding can come through exposure in the media – whether through opinion pieces authored by a firm’s investment pros or by providing quotes for stories about the markets, said Russell Sherman, partner at public relations firm Prosek Partners.

“It’s not going to replace performance and sitting at the table and working through the numbers,” Sherman said. “But a lot of times, it will turn a cold call into a warm call. When they do Google you, they’ll have a positive impression right off the bat.”

Whether to brand a firm explicitly as a hedge fund is another consideration. It all depends on a firm’s long-term strategy, said Minard. “‘Hedge fund’ itself is not a bad thing, but it’s limiting,” she said, particularly if a manager is building a larger alternatives firm with multiple funds and strategies. Building out an online presence is also a protective measure.

“If you don’t manage your brand, someone else is going to do it for you,” Sherman said. And if a firm goes through a public relations crisis, it should approach any problems head on. “Be transparent, acknowledge it, take responsibility, but then quickly look forward,” Sherman added. “[Investors] want to know what you’re doing to solve the problem.”

Updated Weekly

Our San Francisco

View our favorite city destinations ›

Contact Us

To contact Minard Capital please email us at [email protected] or call (415) 834-9000

Speaking in Thumbs: The Handbook of Empathy

A Book in the Works

Learn more ›

Speaking in Thumbs: The Handbook of Empathy was started with an eye toward redefining empathy and the application of this new definition to Wall Street. After three years working on this book, Rachel was approached by several clients who urged her to consider writing a precursor to Thumbs. Heeding their direction, and therefore shelving Thumbs—at least for now—The Art of the Institutional Sale was born.

Big things have small beginnings, sir.

—Lawrence of Arabia

This year marks the 15th Anniversary of my working in the historic Flood Building on the busy corner of Market and Powell Streets in the heart of Union Square in San Francisco. It is known that in order to appreciate where one is, it's imperative to know from whence one came. And so, with an office bustling with clients and investors, we were asked to chronicle the restoration of our headquarters. The filmstrip and videos below provide a glimpse into the making of Minard Capital's Headquarters in all its detail.

We started by studying the available floor plans and design of The Flood Building which dates back to 1904, two years before the 1906 Earthquake. That seminal morning in 1906 remains the “single largest natural disaster in US history” and yet, the Flood Building stood, not unscathed but still standing—one of only a handful of intact structures in the entire burning city. The bones of “The Grand Dame of San Francisco” remained strong—its marble walls, heavy chandeliers, thick wood doors and weighted windows still as opulent and stalwart as the city itself. Our chief designer, Douglas Philips, perused archived images and photographs of the building and hired craftsmen who specialize in moulding, restoration and marble sanding to bring what had been five separate rooms into one and to retain the integrity and spirit of the original design.

The restoration of the Minard Capital Headquarters is complete and we welcome you to experience The Flood Building craftsmanship circa early 1900s with the modern technology and advancements of our own century. We are very proud to be long-term tenants of the “Grand Dame” knowing its craftsmanship, unwavering strength and attention to detail reflect our own uncompromising standard.

How you do something is how you do everything.
slide 290
slide 291
slide 291
slide 003
slide 004
slide 005
slide 007
slide 008
slide 009
slide 010
slide 011
slide 021
slide 022
slide 023
slide 024
slide 025
slide 026
slide 028
slide 029
slide 033
slide 034
slide 035
slide 037
slide 036
slide 041
slide 042
slide 044
slide 045
slide 046
slide 051
slide 052
slide 055
slide 056
slide 057
slide 060
slide 061
slide 062
slide 063
slide 064
slide 066
slide 067
slide 068
slide 071
slide 073
slide 077
slide 091
slide 092
slide 081
slide 078
slide 079
slide 080
slide 083
slide 084
slide 085
slide 088
slide 090
slide 093
slide 094
slide 096
slide 097
slide 098
slide 099
slide 101
slide 102
slide 104
slide 105
slide 106
slide 107
slide 108
slide 110
slide 111
slide 112
slide 113
slide 115
slide 116
slide 119
slide 120
slide 121
slide 122
slide 123
slide 124
slide 125
slide 126
slide 128
slide 129
slide 130
slide 133
slide 135
slide 136
slide 137
slide 138
slide 139
slide 140
slide 141
slide 143
slide 144
slide 145
slide 146
slide 150
slide 152
slide 153
slide 154
slide 155
slide 156
slide 157
slide 158
slide 159
slide 160
slide 161
slide 162
slide 163
slide 164
slide 165
slide 168
slide 169
slide 170
slide 171
slide 172
slide 174
slide 175
slide 176
slide 177
slide 178
slide 179
slide 180
slide 181
slide 182
slide 183
slide 185
slide 186
slide 188
slide 190
slide 191
slide 195
slide 196
slide 197
slide 198
slide 200
slide 201
slide 202
slide 203
slide 204
slide 205
slide 206
slide 207
slide 208
slide 209
slide 212
slide 213
slide 214
slide 216
slide 217
slide 218
slide 219
slide 220
slide 224
slide 225
slide 227
slide 228
slide 229
slide 230
slide 232
slide 236
slide 237
slide 238
slide 239
slide 240
slide 241
slide 242
slide 243
slide 244
slide 245
slide 246
slide 260
slide 247
slide 248
slide 249
slide 250
slide 253
slide 254
slide 255
slide 259
slide 234
slide 235
slide 261
slide 262
slide 263
slide 264
slide 265
slide 266
slide 267
slide 268
slide 270
slide 272
slide 273
slide 274
slide 275
slide 276
slide 277
slide 278
slide 279
slide 271
slide 280
slide 281
slide 282
slide 283
slide 284
slide 285
slide 286
slide 286
slide 287
slide 287
slide 287
slide 288
slide 289