1. 7 Counter Intuitive Lessons
Working with Family Office Clients
Brought to by Richard C. Wilson of the Miami Family Office & Family Office Club
Copyright © 2017

2. Family Office Club ​
For 10 years running, the Family Office Club is the premier community for more than 1,500 registered family offices managing  $1 trillion+ in assets
Current Clients:
$450M EU Family Office
$150M Midwest Family Office
$550M real estate Family Office
$1.3B Food Industry Family Office
$3B+ Multi-Family Office (Executive Search)
$200M Senior Living & Apartment Buildings Family Office
$250M Diversified Real Estate Single Family Office
$50M Hospitality Industry Family Office (Formation & Origination)
$2.3B Florida Single Family Office (Formation)
In total our clients under contract with us currently manage well over $20B in assets, have over 50,000 doors of multifamily properties and all came to us via the Family Office Club and the strategies suggested in our 5 Step System to Raising Capital.

3. What are Family Offices?

4. What is the Scope of this Opportunity?

5. Step 1: Analyze
Before deciding how to position yourself and how to identify and obtain choke points you have to first identify best practices to emulate and the state of the marketplace.

6. Good artists copy, great artists steal

7. 7-70 Rule
Identify 7% of your market and dominate 70% of that space. Apple had 7% market share but 51% of profits Different in a unique way, valuable to customers, that you can be #1 at?

8. What is Inevitable that you can Expedite

9. Develop Your 1 Pager
Summarize your research for team or partner discussion points
Start identifying the brand message, promise, position, what trends do you see
What best practices will you steal and how can you patch together the best of all existing offerings for 7% of the overall marketplace that matters?
What is your unique DNA that allows you to do something your competition never could?

11. Step 2: Position
After studying your marketplace identify a strong position that once obtained will lead to momentum, investor relationships, and/or deal origination.

12. The Scarce Authority
Combining the power of scarcity and authority makes for a potent capital raising advantage in the hedge fund industry. Scarcity: Limited resources are seen as More valuable. Loss is greater motivator than gain in all cases. Become extremely authoritative, or great USP. Create competition to invest within your fund. “Looking for 3-4 family offices to partner with” Has to be believable – Family Offices.com Example. (Because…)

13. Best Way to Hunt HNW Prospects: Don’t.

14. Generic Positioning

15. Tightly Define Your Sandbox

16. Maturation= Need for Specialization

17. Crystal Clear Advantage
2,000+ pitches a year.
86% of investors won’t invest in something they don’t understand.
Half of all “passes” on a strategy are due to educational barriers.
Geographical & Sandbox Family Focus.
Families are fee-sensitive.

18. Step 3: Architect
After defining your position you will need to decide how to plan for building strength in your position and defending it against easy entrance for those that will follow.

19. Step 3 Architect

21. Benefits of Investor Funnel Creation
Synergy: It is always a lot of work to build a funnel, but planning before hand can save you 100’s of hours.
Expertise & Network Growth: Over 5 years you can become more of an expert both in perception and reality than those with double your total experience in the industry, this leads to a massive network of relationships.
Niche Saturation: You can fill a small niche with content using a funnel so that you become a “household name” within your sandbox.
Productive Relationships: Even if the investor you are meeting with didn’t come to you through the funnel you can use these IP assets to boost credibility and be a genuine resource to them very efficiently.

22. Step 4: Execute
After analyzing the competition, deciding on your positioning, and architecting the strength of that position you move into executing using capital raising best practices.

23. Create Unfair Advantage
Leading Strategic Partners or Board Members
Exposure – media companies
Built In Flow – work in the space
Built in Investor Base – Larger investment shops or wealth management firms
Position as the #1 for a specific need or space or geography
Private Jet Experience Example

24. 45 Business Development Benchmarks
Custom Avatar
Competitive Analysis
Website
Brochure/Infographic – 1 page
Logo/Brand
Tag Line – 1 line
Click to Chat
Facebook Company Page
Facebook Pin Drops
Facebook Lead Gen & Titles
Instagram Page
LinkedIn Page
LinkedIn InMails & Updates
Business Cards (Gitomer Test)
Upgraded Signature
Auto-Follow Ups
Opt-In System
Website Chat Software
Google AdWords Capture
Premium Domain Name
LinkedIn Groups Acquired
Twitter Profile & Posts
Whitepapers/Reports
Handbook/Guide
Amazon Publications
Conference Exposure
Leveraging Webinars
Brand Champions
Influential Board
Direct Mail
Navigating Associations
Referral Partners/Affiliates
Columns/Newsletter Navigation
Public Relations
Strategic JV Relationships
Professionalized Team Photos
Phone/Voic Scripts
Key Performance Indicators (KPIs)
Google Keyword Tool Research
Google & Apple Maps
Office Location/Impression
Shock & Awe Package
Podcast Exposure & Hosting
Qualified Data Lead Lists
Buying Top Media Assets
Choke Point Analysis

25. Power of Actually Listening

26. Lessons in Local UHNW Networking
Identify Top 10 Connectors In Your City
Add Value First
Position With Branding
Identify Top 5 Communities
Identify The Gap
Generate Press
Direct Mail
Be Noticed – Ogilvy Strategy (Office Space/Car/Memberships)

27. Work the System
Develop and document your core 5-10 capital raising processes and place them in a operations binder.
Assign accountability and update these processes each week so they reflect the ideal reality of how capital raising operates within your firm.
Ensure employees own the system and that it is used and “alive” within the organization.
Listen to my free audio interview with this author here:

28. Step 5: Iterate
After following the first four steps the work is never done, you continue to analyze new niche markets, re-position yourself, and claim more niche sandboxes congruent with your branding.

29. Final Comment: Speed of Implementation
A  B  CDT (Huge Progress)
Example #1: White paper  RIA Network Partnership  Educational Resources for RIA Network  $500k/week in AUM
Example #2: Hedge Fund Blog Book  CHP Designation  Wiley Book  CHP Expanded  Hedge Fund Marketing Materials.com + Hedge Fund Marketing Mechanics

30. Final Comment: Speed of Implementation
Definition: The focus on instantly applying new ideas, lessons, methods, and tools to gain real life feedback as fast as possible. Benefits: Leapfrog those waiting to conduct more research, stuck in compliance approvals, bogged down in bureaucracy, stopped in their tracks by politics, or lack of hunger for growth. Applied to marketing it means you move up the learning curve 3x faster than your competition and waste less money while doing so Conference: 10 speakers all with businesses of $5M – only 1 piece of advice in common.

32. Conclusion
Putting together all of the pieces of your 5 Step Capital Raising System.

33. 7 Counter-Intuitive Lessons
Don’t be too creative
Stop Chasing Prospects
Identify Tides
Work in the Business
Focus on Unique Ability but Team/Firm Avoid 1 Trick Pony
Instead of Closing Focus on Listening
Be Crystal Clear on Your Unique Position & Value That Matters: This is intuitive but nobody does it so I guess that makes it common knowledge not commonly followed. Everyone has a weak excuse on why they should dilute their role and value. The counter-intuitive piece is that by saying no to some opportunities you strengthen your position.

34. Peter Thiel – Anticipating the Future and Controlling the Choke Points that Will Matter

35. Wilson Holding Company
Connect Directly
Richard C. Wilson
CEO/Founder
Wilson Holding Company
Direct Line: (305)
328 Crandon Blvd. Suite #223
Key Biscayne, FL 33149

36. Disclaimer