Preparing a Marketing Technology Company for a Series C Capital Raise
The Situation
A unique marketing technology company, which provides persuasion automation for enterprise clients, was planning to launch a Series C round of funding to drive continued growth through investment in sales and marketing and product development. The Company was preparing to engage in near-term discussions with potential investors and required support with preparation for the capital raise process. Under a tight timeline, Accordion was engaged by the management team to develop a cohesive investment story and prepare a strategic investor presentation and financial and operational data pack for use in the due diligence process with potential investors.
Services
Stakeholder Reporting & Strategic KPI Enhancement
Sell-Side Readiness
Actionable Business Analytics
The Execution
Our team got up to speed on the Company through targeted discussions with management to articulate the business model and strategic plan for growth. We worked hand-in-hand with management to prepare for a robust investor due diligence process through key work streams, including:
- Review, analysis, and compilation of relevant financial and operating metrics for the business and envisioned investor due diligence requirements (including SaaS metrics such as Customer Lifetime Value, Customer Acquisition Cost, Churn)
- Analysis and presentation of trends which supported and validated the business model and future growth story in the form of two-stage investor presentations
- Remapping of historical financial information on a consistent basis with projections
- Market research, validation, and positioning of the Total Addressable Market opportunity both from top-down and bottoms-up methodologies
- Cohesive analytics of sales, pipeline, and related metrics to support growth story
- Crafting of a compelling equity story that highlighted the Company’s unique and defensible position in the market, revenue generation, and path to profitability
We also maintained and transitioned a full set of working files for the Company to use throughout the due diligence process with potential investors.
The Results
Our team scaled the Company’s analytical capacity rapidly, enabling an accelerated preparation for the capital raise process. Utilizing our Venture / Growth Equity and SaaS industry experience, we independently validated management’s views on the business model and performance. As a result, the Company was able to provide tailored information to each prospective investor and was well-positioned to achieve a favorable valuation for its Series C funding from top-tier Venture / Growth Equity investors.