NextGen Session #4: Developing Your Brand & Marketing
Date & Time
Friday, March 11, 2022, 3:00 PM - 5:05 PM
Hussein Khalifa Susan Kirshner Carmen Ortiz-McGhee Courtney McCrea David Perez Ryan Russell

3:00pm – 3:05pm | Opening Remarks & Speaker Introduction

Speaker: Carmen Ortiz-McGhee, Chief Operating Officer, NAIC

3:05pm – 3:40pm | Developing Your Brand & Attracting Capital: Your Pitch

In the crowded and competitive field of fundraising, it is critical to hone your messaging, define your brand and clearly articulate your competitive advantage. In this session, you will hear from leading experts on how to effectively differentiate your strategy and learn how to attract potential LPs' attention. You will also discover how to pitch to different investor types and how to most effectively tell your story to investors who hear pitches all day, every day.

  • What is your “edge”?
  • Key Differentiators
  • Building Your Story: Team, Market Opportunity, Investment Strategy, and Track Record
  • The Role of Friends & Family
  • Engaging your Initial Limited Partners

Speaker: Hussein Khalifa, Partner, MVision Private Equity Advisers

3:40pm – 4:15pm | Developing Your Marketing Materials

When launching a new firm, it is crucial that your marketing materials pass institutional muster. With one chance to make a first impression, your messaging must be concise, consistent and appropriate for your target LPs. Your design and materials should also look professional. Participants will hear from an industry expert on how to ensure consistency in messaging and design across your marketing materials.

  • Firm and Fund Marketing Materials: Pitch Book, Fact Sheet and Website

Speaker: Susan Kirshner, Founder, Words Plus Numbers, LLC

4:15pm – 4:20pm | Virtual Break (3 min) & Next Panel Introduction

4:20pm – 5:00pm | In Their Own Words: Perspectives from Founders who Have Successfully Launched New Firms

Lessons learned the hard way, including the real cost of launching and operating an institutional-grade firm, how long it will actually take to raise the capital, the realities of no longer being a part of a much larger entity (with all of the resources and infrastructure it afforded you) are all covered in this session. NAIC member firms will share some of the harsh realities of being an entrepreneur and raising a fund in the ever-increasingly competitive universe of alternative investments.

Moderator: Carmen Ortiz-McGhee, Chief Operating Officer, NAIC


  • David Perez, Co-Founder & Managing Partner, Avance Investment Management
  • Ryan Russell, Co-Founder & Partner, Avenue Growth Partners
  • Courtney McCrea, Co-Founder & Managing Partner, Recast Capital

5:00pm – 5:05pm | Closing Remarks

Speaker: Carmen Ortiz-McGhee, Chief Operating Officer, NAIC 

5:05pm | Session #4 Ends

Virtual Session Link