Unit III: Defining Target Markets

Unit III: Defining Target Markets: Prioritizing Channels & Prospects

Competition takes many different forms in the investment management space. It is not the mere existence of competition that is problematic, rather the manager’s understanding and reflection on that competition that can be. Often, a manager’s competitive lens is focused solely on the performance of a minimally sized peer group within their immediate vehicle structure cohort. This limited lens gives managers not only the green light to proceed into the unchartered waters of institutional investment management asset raising and channel expansion, it also reinforces the manager’s perceptions and misperceptions of their relative value. Defining the Competition is the second of the 12 units in the series, providing organizations with the opportunity to identify the competitive factors at play, along with their offering’s respective strengths and weaknesses vs. competitors of all shapes and sizes. Firms completing this unit will:

• Understand that the competition is more than the manager next door.
• Broaden the firm’s view of "the" competition to include other product structures, the index and the market itself.
• Understand product dynamics and factors that drive sales beyond performance.
• Complete a thorough competitive analysis and document the firm’s competitive landscape.
• Understand the competition inherent in time and attention.

The Noble Ark Ventures Curriculum Series was developed to provide organizations with an interactive framework for defining their organizational infrastructure, offerings, marketing and sales plan. Each component includes both an audio recording and workbook which can be completed by individuals, or teams, seeking additional insight and a structural development framework. Organizations are encouraged to complete each unit in the series in the order provided below, and to allot the necessary time and resources to full organizational review, integration and commitment. As there are 12 units in the series, firms are encouraged to consider implementing one unit per month, however expedited completion and the incorporation of a facilitator are possible to enhance the timeline. To learn more about the curriculum series, contact us at [email protected].