Marketing guru Philip Kotler shows entrepreneurs how to market their companies to investors How can businesses do a better job of attracting capital? The answer: "Marketing!" Marketing expert Philip Kotler teams up with a renowned marketing consultant and an INSEAD professor for this practical, marketing-based approach to raising capital from investors. Based on the premise that entrepreneurs and business owners often don't understand what investors want and how they make their decisions, Attracting Investors offers a larger view of the factors involved, and guides both startup and veteran firms in effectively raising capital.

Marketing guru Philip Kotler shows entrepreneurs how to market their companies to investors How can businesses do a better job of attracting capital? The answer: "Marketing!" Marketing expert Philip Kotler teams up with a renowned marketing consultant and an INSEAD professor for this practical, marketing-based approach to raising capital from investors. Based on the premise that entrepreneurs and business owners often don't understand what investors want and how they make their decisions, Attracting Investors offers a larger view of the factors involved, and guides both startup and veteran firms in effectively raising capital.

Attracting Equity Investors is designed to help entrepreneurs successfully obtain equity capital. This book discusses how to evaluate a business concept from an investor's perspective and then moves to practical issues such as how to strategically position, prepare, and present the business plan. It recognizes that there is very real competition for the funds that are available. To obtain funding, the entrepreneur must stand out among the competitors. He or she must tell a compelling story in a very convincing manner and be able to answer confidently all questions posed by the potential investor. But more than simply obtaining the funding, the entrepreneur's objective should be to obtain the funding on the best terms possible. Therefore, this book is about organizing your business, writing and presenting a winning business plan, and showing that the management team is the right group of people to be taking that business opportunity forward toward fruition. Attracting Equity Investors is the definitive "getting equity capital" book. Attracting Equity Investors is appropriate for college-level courses in entrepreneurship, business plan writing, new venture funding, strategic management, organizational studies, marketing, economics, and technology management. It will also serve as an excellent resource for entrepreneurs who are actively seeking funding and need to know how to go about it, effectively and economically.

Investors are often looked upon as one homogeneous group of people with money ready to invest; however, this group is very diverse. In some ways, investors are like car buyers who seek common denominators in a car, such as the engine, wheels, brakes and seats, but the car they end up buying depends on personal preferences, needs and the money available. For investors the common denominator is the good business case, the ‘engine, wheels, brakes, seats’ being a comprehensive business plan. However, which business case they will prefer in the end depends on their personal preference and financial capacity. How to Attract Investors takes the reader into the minds of the investors, addressing many of the challenges connected to investor search and negotiation and living with investors as co-owners. Even the finest skills of the brightest entrepreneurs wouldn’t be complete without the knowledge of the investor’s mind. This is the book that unravels it, layer by layer.

getAbstract Summary: Get the key points from this book in less than 10 minutes.This book is a little like a football play that looks great on the blackboard in the locker room but doesn't quite deliver once the players take the field. The concept is excellent: adapting marketing theory and techniques to the business of acquiring investment capital for your firm. Unfortunately, authors Philip Kotler, Hermawan Kartajaya and S. David Young spend a lot of time reviewing basics, such as potential sources of capital, and not enough on the marketing techniques themselves - which they don't begin discussing until about two-thirds of the way into the book. This shortcoming (and the lack of case histories) is balanced, however, by the authors' keen, market-oriented analysis of the characteristics that appeal most strongly to the various types of investors. This book outlines a smart, methodical approach to finding investors. getAbstract.com recommends this book despite wanting more information on methodology, believing that even an incomplete marketing approach to financing is better than chaos in the huddle.Book Publisher:Wiley

"The complexity of business in economically demanding times makes finding constructive angels that much more challenging. The advice and tips in Attracting Capital from Angels are, therefore, invaluable. The wisdom offered here is not just for start-ups or neophytes, but is a well-timed companion to already existing resources and approaches to helping a business in all phases of development. It's also a great manual for people who want to share their knowledge (and invest capital) as an angel. I plan to recommend Attracting Capital from Angels to every entrepreneur I run into in the future who asks for mentoring sources. Great job!" —Bob Bozeman, General Partner, Angel Investors, LP PENNIES FROM HEAVEN This book offers all the information entrepreneurs need for finding elusive angel investors. Comprehensive, eminently readable, and based on the authors' years of experience dealing with venture capital firms, angels, and entrepreneurs, this book covers all the angles on angels: What are angels and what do they want? Different types of angels Pitching and preparing for angels Finding angels Working with angels The future of angel investing Attracting Capital from Angels is the ultimate guide to finding the money your business needs to get on its feet-and make a run at success.

Investors are often looked upon as one homogeneous group of people with money ready to invest; however, this group is very diverse. In some ways, investors are like car buyers who seek common denominators in a car, such as the engine, wheels, brakes and seats, but the car they end up buying depends on personal preferences, needs and the money available. For investors the common denominator is the good business case, the ‘engine, wheels, brakes, seats’ being a comprehensive business plan. However, which business case they will prefer in the end depends on their personal preference and financial capacity. How to Attract Investors takes the reader into the minds of the investors, addressing many of the challenges connected to investor search and negotiation and living with investors as co-owners. Even the finest skills of the brightest entrepreneurs wouldn’t be complete without the knowledge of the investor’s mind. This is the book that unravels it, layer by layer.