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JOBS Act Private Fund Marketing Platforms

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Page 1: JOBS Act Private Fund Marketing Platforms

201 Penn Center Blvd. | Ste. 400 | Pittsburgh, PA [email protected] | http://www.dariancs.com

888-400-4066

Marketing Platforms

Page 2: JOBS Act Private Fund Marketing Platforms

The OpportunityThe JOBS Act has eliminated the “general solicitation” marketing/advertising restrictions for most private funds and their advisors. For the first time since the beginning of securities regulation in the United States, hedge funds, private equity funds, and their managers can largely market just like mutual funds.

Powerful ToolsThe best marketing reaches the widest audience of appropriate customers. The experience of mutual funds shows that casting that wide net directly correlates to an increase in assets under management, regardless of fees, load, or even performance. The most powerful of these tools of broad reach also provide superior metrics of effectiveness because they are engaging and interactive:

Television Commercials

Online Video

Mobile Web/Apps

Page 3: JOBS Act Private Fund Marketing Platforms

The Complete Package

• Discovery/Strategy/Concept Development– Marketing Goals, Existing platforms, Brand Positioning, Intended

Message, Scripts, Storyboards, Treatments• Pre-Production and Design

– Design Templates, Scheduling, Budgeting, Casting, Music Licensing, Art Direction & Set Design, Talent Negotiations, etc.

• Production– Location or Studio Shooting, Direction of Talent, Models or Celebrity

Talent, Beauty and Hero Product Cinematography, and much more• Post Production

– Editorial, Motion Graphics, Visual Effects, Animation, Formatting and Replication

• Distribution and Delivery– Media Planning– TV - Targeted Media Buys and Placement– Web/Mobile Placement or Release– Mobile Advertising

Page 4: JOBS Act Private Fund Marketing Platforms

Advantages of Our Model• Targeting: Pinpoint your customers

– Target attributes such as M34-60, Accredited Investor

• Measurement: Eliminate waste and improve ROI

– Click through and impression tracking, as high as 2% on mobile; Use promo codes, 800 numbers, and other technology to measure response and engagement from TV ads

• Flexibility: Optimize quickly

– Start with short period test buys and use data to change campaign direction if needed

• Affordability: Starter packages available

– Even TV placement is an option for any size company

– Use short runs to launch product/service

– Monetize web and mobile content with third party ad placement

• Credibility: Improve Brand awareness

– You can build brand prestige and credibility with TV and Web presence

Page 5: JOBS Act Private Fund Marketing Platforms

The Impediment of Cost?Darian Capital Services and its partners are at the cutting edge of reducing cost while delivering a quality product. Nevertheless, broadcast quality video and dynamic mobile and web apps can be beyond the reach of some managers’ marketing budgets.

Many of these same managers are invited on investment bank platforms or service (and fee) rich “hedge fund hotels”, but they each suffer from:

• Limited spots

• Demands to change operating culture or portfolio behavior

• Overall loss of control

• No access to other platform revenue streams

• Conflicts of interest that often favor the platform over the manager

Page 6: JOBS Act Private Fund Marketing Platforms

The “Club Deal”

Client InvestorsClient Investors

Client Fund

Client Fund

Client Fund

Client Fund

Client Fund

Client Fund

Darian Capital Services (Media and

Back Office)

Darian Capital Services (Media and

Back Office)

ConceptSeveral complementary advisors/funds (e.g. commodities, L-S Asia, and L-S U.S. Healthcare) pool cost and efforts to establish a shared Fund of Funds (FoF) and manager that allocates to their primary funds.

Benefits to Client• No need to alone suffer expense of high quality media campaign, with negotiable contribution, investment allocation, and exit terms.

• Low-cost aid in establishing FoF, identifying “club” members, and outsourced back office all provided by Darian Capital Services.

• Complete club control and ownership of the FoF as a platform and all its revenue streams (including paid access by future “club” members).

• Market individual fund/manager and their performance alongside the FoF platform.

•Make the FoF a registered fund and reach the retail market.

Club Capital Management, LP

(Manager)

Club Capital Management, LP

(Manager)

Club Capital, LP (FoF)Club Capital, LP (FoF)

TVTV

InternetInternet

Page 7: JOBS Act Private Fund Marketing Platforms

TV/Video Partner -

Sam Khazaeni – Managing Partner

Sam began his producing career in 1995 working on a variety of film and television projects. From an early stage he gained an appreciation for the commercial production industry; quickly establishing contacts and starting a career of developing TV commercials with renowned ad agencies like Ogilvy, Grey Worldwide, BBDO, Publicis, and McCann-Erickson among others. Over the years, he produced numerous projects for major brands such as Coca Cola, Adidas, Ford, AT&T, McDonald’s and Procter & Gamble. In 2009, recognizing the potential in new technologies and emerging markets, Sam and partner Andy Wehrspann founded Think Tank Media, bringing together the combination of their experience, vision, and creativity with a track record of delivering high production value for all their clients.

Page 8: JOBS Act Private Fund Marketing Platforms

TV/Video Partner -

Andy Wehrspann – Creative Producer

Andy’s producing career spans over a decade while freelancing on top commercial projects for various advertising agencies including: Deustch Inc.; BBDO; Leo Burnett, Saatchi & Saatchi; KBSP, and The Kaplan Thaler Group. In 2008, Andy accepted an offer to head a creative marketing division for commercial productions at NBC/Universal. While with NBC, Andy developed innovative marketing concepts for new media content including: social networking initiatives; seamless advertising; virals, blips and interactive marketing Campaigns. In 2009 Andy partnered with Sam Khazaeni to manage the creative team at Think Tank. Over the years, he provided production or creative on numerous projects for major brands such as General Motors, Puma, and Honda.

For more company information please visit thinktankmedia.tv

For a link to some representative work please click here

Page 9: JOBS Act Private Fund Marketing Platforms

Bardia Dejban – Managing DirectorGary Rudolph– Managing Director

Apps and Mobile Web -

Bardia and Gary have been the in-house design and programming team behind the mobile strategies of recognizable finance, retail, and social network companies such as Intuit, eHarmony, and Citysearch. Since founding Lolay, Inc. several years ago, it has grown to over 10 employees in the United States and Canada and produces proprietary and corporate mobile apps and mobile web platforms to reach and engage potential customers, add automation, aid internal marketing teams to capture leads, or otherwise support a company’s overall new and traditional media campaigns. Their process is comprehensive from concept to design to monetization/user capture.

Representative projects include those for ChromeRiver, My Life, eHarmony, and OpenTable.

For more company information please visit www.lolay.com

Page 10: JOBS Act Private Fund Marketing Platforms

Legal and Regulatory 

Daryoush Niknejad, JD - Managing Member Daryoush Niknejad is the founder of Darian Capital Services, and is a investment advisory attorney who has served in-house and as outside counsel to registered investment advisors, venture capital firms, private equity firms, and broker-dealers. Most recently, he was Managing Director of Blue River Partners and its subsidiary, Steelbridge Compliance, where he filled the general counsel and chief compliance officer roles for numerous publicly registered and private fund managers, including BDCs, CLOs, and traditional hedge funds and private equity funds.  Prior to that, he was Associate General Counsel at Highland Capital Management, L.P., a multi-billion dollar investment advisor responsible for some of the world’s largest distressed asset funds, as well as various retail and private hedge funds, CLOs, and real estate funds.  While at Highland, he helped design, build-out, and test the firm’s compliance platform while also advising on derivatives trading, litigation management, and myriad strategic relationships and agreements.  Mr. Niknejad also served as Associate General Counsel at IP Navigation Group, LLC, a technology-focused private equity firm, where he was also General Counsel to its various portfolio companies.  While at IP Nav, he was the sole attorney responsible for technology licensing, due diligence, and regulatory compliance.

He is a graduate of UCLA and the University of Texas School of Law, and a member of Texas and California bars.