How Companies Can Leverage Interim Leadership for a World in Flux

A rapid transformation of the global workforce has been taking place, fueled by digital transformation, specialization, and an increasingly on-demand labor pool. This transformation will only accelerate in light of the Coronavirus pandemic. Your company can’t afford to be paralyzed. In fact, when the world starts rotating again, now more than ever you and global workers need to proactively embrace these changes and be ready to act.

Just look at what’s happening at the government level: a task force appointed by the President in order to tackle COVID-19. These experts have backgrounds in healthcare, infectious disease, economics, and infrastructure. Within a few months, they will have done their duties and will likely be off to fight the next battle. Perhaps a few will stay on longer-term to help rebuild critical healthcare infrastructure that was so clearly lacking.

In other words, having a leadership team that’s dynamic and flexible—given the rapidly changing needs of businesses—is going to be more important than ever within the next three to six months and beyond. The emerging alternative work arrangements are a win-win for both businesses in need and interim leaders with specialized skills. Highly trained professionals will embrace the opportunity to stay relevant, add value, and keep their options open while the economy comes back to life, and companies will be able to stay agile and bring in exacting expertise. Both will be able to see if a longer-term, full-time role is mutually attractive without the expectation and challenge of making a commitment in a highly fluid environment.

These interim leaders can focus on having the maximum positive impact on the company for however long they’re in their role. And the good news for organizations: as everyone is becoming more equipped to work virtually, you don’t have to wait for these people in person. Here are a few things to keep in mind as you leverage interim leaders in the coming months.

Have a specific idea of what you want interim leaders to accomplish
Companies shouldn’t measure the performance of interim leaders in the same way as full-time employees. This isn’t to say you shouldn’t have high expectations (you absolutely should), but it’s essential to recognize how their roles are unique. The first principle with interim leaders should be: do no harm. No matter what, you want the ship to keep moving forward and not disrupt momentum, which means having a tight focus on what you want done within a specific timeframe. For example, what are your top three goals within the first three to six months? By emphasizing well-defined tactical targets instead of overarching strategic goals, you’ll be deploying interim leaders as efficiently as possible.

Transparency and accountability are two of the most important traits for interim leaders, which is why interim leaders and their managers should have an open discussion about what goals they’re trying to accomplish right at the outset. When interim leaders help their colleagues develop a set of concrete outcomes to pursue and metrics for measuring success, this won’t just increase performance – it will also improve morale by giving team members a clear idea of what they’re working toward.

According to Gallup, “mission-driven workgroups suffer 30 percent to 50 percent fewer accidents and have 15 percent to 30 percent less turnover.” However, only 40 percent of employees “strongly agree that the mission or purpose of their company makes them feel their job is important.” This is why it’s vital to outline what the mission is and what steps the company is taking to accomplish it. If anything, interim leaders are under even more pressure to outline exactly what outcomes their teams are trying to achieve – they’re hired with specific targets in mind and they typically have to rigorously adhere to set timeframes.

Without establishing well-defined goals, it’s impossible to hold interim leaders accountable. The alternative workforce is built around accountability, for both independent workers and the companies that hire them. Just as companies want to know if potential leaders have a proven record of finishing projects on time and under budget, good leaders want the ability to prove what they’re capable of by pointing to what they’ve accomplished.

Treat interim leaders like full-time teammates
Interim leaders are recruited because they offer a specialized set of skills that a company’s current workforce can’t provide. To be as effective as possible, however, these leaders should work within the existing protocols and expectations – as well as the current structure and culture of the company – to be as productive as possible without becoming disruptive. They should be treated like full-time resources.

Many organizations hire interim leaders with the expectation that these professionals have specialized expertise and thus should know what to do or will require little management. This approach doesn’t work with full-time executives and will also not work with interim leaders. You still need to manage them with care to enable them to support your organization’s success and achieve desired objectives.

According to Deloitte, despite the fact that American employers are increasingly reliant upon alternative workers, only 28 percent say they’re “ready or very ready” to manage these types of workforces. While just 8 percent of companies report that they have “established processes to manage and develop alternative workforce sources,” almost a quarter have “little to no processes.” The rest are somewhere in between.

This means interim leaders will also have to step up to address this lack of capabilities and processes by proactively engaging with permanent team members right away (asking what they need and what major obstacles they face, for example), starting conversations about reasonable goals and how to achieve them, and familiarizing themselves with the company’s culture and operations as quickly as possible. Companies will be on a steep learning curve with the alternative workforce for years to come, so alternative workers themselves need to equally take responsibility in the meantime.

Why flexibility should be a top priority across the company
The most common mistake people make when they think about the alternative workforce is to reduce it to the gig economy. A surging number of highly trained specialists like the flexibility that alternative work arrangements provide. CFOs, CTOs, and other members of the C-suite want to be more selective with the types of work they do and are open to moving from project to project while waiting to find the right long-term opportunity. This allows them to expand their skill sets, network, and secure long-term positions that will ultimately be better for them and the companies they work for.

And this demand for flexibility extends to other workers as well. According to a 2019 survey conducted by FlexJobs, 80 percent of employees said they would be more loyal to their companies if they had flexible work options, 65 percent said they would be more productive if they could work from home, and almost one-third reported that they had actually left a job due to a lack of flexibility.

None of this will come as a surprise to interim leaders – after all, they likely decided to join the alternative workforce for similar reasons. This is why they should be especially sensitive to the changing demands of American workers and do their best to provide flexibility wherever possible. This could mean any number of things – from providing remote work opportunities to instituting intelligent flexibility that allows for less rigid scheduling while not sacrificing productivity.

Specialized leaders from the alternative workforce are uniquely positioned to address the new normal that will require on-demand expertise in rapidly changing environments. If they combine their needed capabilities with an outcome-oriented mindset and the ability to merge their talents with a company’s existing culture and operations, they’ll be a powerful productive force for the future of work while simultaneously helping to rebuild the global economy.

Bain’s Global PE Report 2020: High Prices and Higher Stakes

Oh, what a difference a month makes.

Prior to the coronavirus sending the world into a health pandemic and a global economic downturn, Bain & Company released its annual “Global Private Equity Report” to provide context and insights for the current year. While these reports often top 100 pages (which makes them somewhat cumbersome to digest), they are filled to the brim with useful information.

I took a dive into this year’s report and pulled out some highlights. While it’s interesting to look at these insights now through the COVID-19 lens, the key takeaway is the same: higher stakes for value creation.

In a time like no other in modern history, companies will need to create value quickly, efficiently, and with little margin for error. In our experience, this is where expertise comes in. This isn’t the time to be “learning on the job.” Rather, it’s the right time to create your own “value creation task force” powered by individuals or groups who know exactly what to do.

Here are the top 10 things to know, along with page references:

  1. PE buyout deal value remains robust at $551B in 2020 (page 5).
  2. Deal multiples reached an all-time high (average of 11.5x EBITDA) fueled by robust debt markets (pages 6, 7).
  3. Uncalled capital (aka “dry powder”) has been rising since 2012, hitting $2.5 trillion in December 2019 (page 11).
  4. The largest exit channel for PE is strategic buyers (pages 14,15). Judging by our experience at BluWave, strategics typically get aggressive for cleaned-up companies and they’re much less willing to buy fixers.
  5. Private equity is still outperforming public equity over the long term, but the spread is decreasing as absolute returns in PE decline due to industry maturation and related supply/demand dynamics (pages 24, 25).
  6. Fundraising had been robust, but we’re moving toward a world of haves and have nots with fewer funds raising larger sums. Meanwhile, fundraising is taking longer (page 20).
  7. Winning firms tended to be buyout firms with strong track records (top 1 or 2 quartiles), a clear strategy, a high degree of specialization, and strong value creation capabilities (page 22).
  8. Funds are distinguishing themselves by focusing and recognizing patterns for value creation (page 89).
  9. PE funds must aggressively deploy new levers for value creation to continue making things economically interesting and attracting investment as the LP world bifurcates.
  10. Bain believes PE is still best positioned for long-term success, but like always, business gets harder, participants must evolve, and the proactive players will continue to thrive while others will increasingly struggle.

Here’s how the developments we’re seeing at BluWave align with this report: We are seeing a massive shift towards value creation in private equity.  As noted in our BluWave Index, PE Fund clients are using us to support value creation more than 60% of the time (ask us for a copy).  Value creation is also increasingly being pulled into due diligence streams.  PE funds are using BluWave to drive value creation insights during due diligence so they can acquire the company based upon what it could or should be versus what it is or is portrayed to be in the offering memorandum.

Click here to reference Bain’s 2020 report.

How the alternative workforce fits into the future

A few weeks ago, before the world seemingly imploded with the Nashville tornado and news that the coronavirus was on the move and spreading fast, BluWave was tapped for an Inc. Magazine article about how the “alternative workforce” fits into the future of work.

In retrospect, and without knowing it at the time, the insights we gave couldn’t be more true—particularly now that millions of companies have been upended and will rely on fast-moving, highly-skilled experts to help them rebuild and steer their ships in the right direction.

The three key takeaways of the article are this: We’ve entered an age of specialization, the right top-notch talent at the right time isn’t easy to come by but is absolutely necessary for growth, and harnessing the power of networks is increasingly important.

With regard to that last one (which is how we fit in) this is an important data point:

According to Deloitte, specialized talent networks “now manage over $2 billion in outsourced activity, employing hundreds of millions of people in every geography of the world.” 

And as the article states: “These numbers are only going to increase in the coming years, as the alternative workforce continues to help companies keep pace with the demands of a rapidly shifting economy.”

We believe the economy is going to fundamentally change in light of recent events to be more agile so businesses can grow anew by doing more with less. The specialized talent ecosystem is going to play a critical role in our economic resurgence.

If you have 7 minutes, the full article is definitely worth a read.

Please follow us on Twitter for news, insights, and things that will make you smile: @BluWavePartners

8 Tips for Weathering the Storm

This has to be the strangest St. Patrick’s Day on record.  To me, the business world feels a lot like the fog during the few weeks after 9/11 and when the bank meltdowns reached a fever pitch in 2008.  Just like then, I’m quite sure that calm will prevail and that “this too shall pass.” 

We’ve been getting all sorts of calls the last two weeks from fellow PE fund and portco clients to help understand how they can best get ahead during uncertain times.  If nothing else, it feels good having contingency plans in process versus waiting to see what fate has in store. 

Here are a few tips we’ve been sharing with our network…

#1 Scenario Plan:
Define your best, worst and most
likely scenarios.  Document actions.

  • In your worst case, what would it take to be cash flow positive?
  • If your bank shuts you down and you lose access to capital, what will you do?
  • Other things to consider:
    • How solvent are your key clients and key vendors?
    • What can you shift from fixed cost to variable cost/outsourcing?
    • How can you take advantage of relative strengths and address potential opportunities?
    • It may soon be a great time for an acquisition if your balance sheet is strong.

#2 Communications:
There are few things scarier than silence during troubling times.  Put together and communicate your business continuity plan for both inside and outside your organizations. We have some really good groups for this if needed.  

  • Talk to everyone: be “seen” with employees and customers.
  • Leaders walk the halls (virtual or otherwise) and calmly discuss future plans.
  • Look for successes to celebrate.

 #3 People:
Bring in HR specialists to help message to employees or put action plans in place should rightsizing be required.  

  • Take care of your key employees.
  • It may soon be an advantaged time to find great talent.

#4 Cost Reductions:
Easiest effort / lower return: Indirect spend reduction with GPOs.  Easier Effort / Mid Return: insurance cost reduction.  Harder effort / Higher Return: Direct spend takeout (best with co’s using plastic, paper, metal), lean-6 operational improvements.  

  • Review your balance sheet and income statement. Do zero based budgeting.  Remove all expenses that are not contributing to revenue generation – selectively add back necessary items and look for large ticket items that might be re-quoted.
  • Take a hard look at year-end raises and bonuses – can you afford them?

#5 Technology:
If your workers can go virtual, it doesn’t hurt to socially distance.  If you aren’t using cloud collaboration tools like
Zoom or Microsoft 365, put these in place.  They’re relatively inexpensive and effective.  BluWave opted last week to start working remotely.  

  • Keep your virtual workers engaged.  Get your teams together 3x a day with cameras on. 
  • Find moments to create some levity and the in-person feel of your office.  We had a virtual “happy hour” last night.  

 #6 Go Variable:
Every company right now is thinking about their hiring cycles.  It’s hard to hire if you can’t forecast. At the same time, the world needs to keep on rotating.  Think about going more variable with interim resources. You can turn them on / off without making long-term commitments, along with getting the optionality of try-before-you-buy.  These types of expenses can also be positioned as add-backs in retrospect. We have a whole universe of PE-grade resources that we can plug in for you. 

 #7 Ops Improvement:
If you don’t have a lot of slack in your rope from a financial performance perspective, get ahead of it.  After the first covenant default, you usually have time. After the second covenant default, the bank often brings in their own expensive and biased turnaround groups.  Don’t wait to let this happen. You want the improvement group working with the bottom of the balance sheet in mind. If you show action and progress, banks will generally play ball.  As usual, we’ve mapped, vetted, selected, and segmented this fragmented universe if helpful. 

 My plan in the meantime is three-fold:

  1. Be like a duck. Stay calm on the surface, but paddle like hell underneath.
  2. Plan and prepare to win.  
  3. Have a large glass OR THREE of Guinness tonight.

Don’t forget follow us on Twitter for insights, industry news, and company updates: @BluWavePartners 

COVID-19 According to BluWave Network Experts

On Thursday, March 5, 2020, we hosted a COVID-19 Intel Session for our PE fund stakeholders featuring leading experts from healthcare, government, and supply chain risks. For those who missed it, or perhaps aren’t officially part of our network yet, we wanted to provide the key takeaways on this important and rapidly-evolving topic.

As you likely know, COVID-19 is highly contagious, but the fatality rate is likely to be far lower than currently reported figures that use confirmed cases as a denominator. The high transmissibility is causing governments and businesses across the globe to limit movement of people and goods. This limitation of movement is causing disruptions in supply chains, which in turn is affecting global business performance. Measures can and should be taken going forward to limit risks within your businesses.

Here’s what you should know…

HEALTHCARE
According to Dr. Jeff Runge, President of Biologue, former CMO of DHS:

  • As of March 5th, out of the nearly 100k cases reported, fewer than 200 are in the U.S., but that number will continue to rise in the coming weeks. [NB, as of March 10th, total and US cases were 118k and ~800, respectively].
  • The virus is highly contagious, about twice that of seasonal flu but less than SARS-2003. The highest risk of death is in people over 60 or those with coexisting chronic medical conditions or with high or prolonged exposure to the virus. Children are less affected, based on the Chinese experience.
  • For this virus, we don’t have vaccines or therapeutics, so public health prevention measures are the only countermeasures we have. Washing hands after any possible contact with a contagion, wiping down surfaces, and avoiding contact with other people and animals when you’re sick.
  • The good news is that with isolation of the sick, social distancing, and good personal and environmental hygiene, it possible to reduce the number of people who will become infected by someone sick with coronavirus. The likelihood of infecting others is referred to as a reproductive ratio (R0). A disease with an R0 above a 2 will sustain an epidemic. Based on a study of the first 425 COVID-19 patients in China, the estimated R0 of COVID-19 was 2.2. The goal is to implement public health prevention measures such that the R0 will be less than 1.0, in which case the epidemic will die out on its own.
  • Every company should have explicit plans and policies in place to limit unnecessary travel and attending large work gatherings, no travel if employees are sick, with international travel being more risky than short domestic flights so far, to prevent sick workers from coming to the office, and apply permissive use of remote work.


GOVERNMENT
According to Aaron Roth, Managing Director of Chertoff Group:

  • Be mindful of source information. The government and academia are providing good information. Similarly, the mainstream media is generally providing good information, but be cautious of social media and non-authoritative sources.
  • There are capacity constraints with medical supplies and personal protective equipment (PPE) for health workers. This will continue to be a government focus area.
  • Perhaps less obvious, companies and employees need to also be thinking about cybersecurity. Working remotely introduces a higher risk level of cyberattacks. Bad actors will likely take advantage of this, so beware of anything that comes across the screen that says “Coronavirus” or “COVID-19,” etc. Be extra vigilant to cyber risks during this time.
  • As this situation evolves, we should expect the government to institute additional international travel restrictions and we will likely see increased screening at airports if the outbreak persists. Companies must continue analyzing their business risk as it relates to international travel and their overseas operations.
  • The Federal government will play a meaningful role in providing guidance and resources, but treatment/containment will occur at the local level and likely vary from State to State and city to city. You need to understand your risks by location. Your businesses should be in contact with their local authorities and local healthcare providers so they are best positioned for the coming months.
  • Each of your businesses should have a business continuity plan with designated leaders.


SUPPLY CHAIN
According to Allison Wood, Associate Director at Control Risks:

  • Beyond the impact on tourism, airline industry, and other travel-related businesses, COVID-19 has put a huge burden on companies with a heavy reliance on China for the supply chain: consumer products, industrial goods, auto, etc.
  • Right now, most businesses in China are not operating fully. Labor is not at full capacity; only 66% of surveyed employees have returned to work. We think the situation will improve; but we still expect disruptions for weeks and months in areas of cross-country road support and shipping.
  • Every company needs to map their supplier networks. Suppliers in China particularly need to be actively monitored and communicated with. Critical suppliers anywhere in the world need to also be closely monitored as they may be impacted by their own suppliers and other virus-related disruptions may be coming their way.
  • Our economic partners are estimating a noteworthy decline in global economic performance due to COVID-19. Based on what we see now, global growth could slow from 2.5% to 2.3%, China could slow from 6% to 4.8%, and the U.S. could slow to 1.3%, the lowest growth rate since the Great Recession.


INFORMATION RESOURCES

Our panelists recommend that you monitor the following sources to keep up with the latest.

Bottom line: With some prudence, proactivity, planning, and a keen understanding of the risks, companies can lessen the impact of COVID-19 both at work and at home.

For further information or assistance with your companies, please reach out to any member of the BluWave team or send an email to info@BluWave.net.

PRESS: BluWave and Sean Mooney in Mergers & Acquisitions June 2019

Mergers & Acquisitions recently published an article titled “Dealmaker’s guide to service providers: Accordion, Axial, BluWave, Frazier & Deeter, Intralinks” that features BluWave and BluWave’s CEO, Sean Mooney.

From Mergers & Acquisitions:

“‘When I started in the industry, we would buy low, do one or two things, and sell high. Now PE firms have to buy high and do 10 to 20 things to create enough value to sell higher.’ Mooney founded BluWave to help private equity firms and their portfolio companies to more confidently and effectively utilize service providers for diligence and value creation.”

Read more here.

5 Value Creation Ideas for Private Equity Funds

The business of private equity is getting more business-like. Today, most private equity funds are largely managed like partnerships, not like the companies they own. However, many firms have realized the private equity industry has now matured into an industry and are starting to manage their own companies like their portfolio companies.

Here are some value creation ideas being implemented with our other PE fund customers that can help you get the ball rolling on maximizing the effectiveness and competitiveness of your private equity fund operations.

Get Digital Marketing Going
Amazingly, many B2B businesses still aren’t reaching their full potential because they don’t understand or appreciate the power of digital marketing. Nearly all private equity funds fall in this bucket and are not taking advantage of this low-hanging fruit because they don’t see it as particularly relevant or appropriate for their model.

However, there are only so many hands that you can shake during the course of a year. With digital, you can regularly speak to thousands of intermediaries, business owners, and other influencers at the click of a button.

To do digital well, you need to do more than an update of the creative on your website or a quarterly deal announcement email. You should be using an integrated approach leveraging not only email, but also paid search, SEO, and regular content that is interesting and relevant.

The good news is that digital can now be done well with a relatively reasonable budget. Don’t try to brute force this with internal resources. You can outsource this to professionals who can help you get it done right and allow your team to leverage their strategic strengths rather than taking precious time to sub-optimally recreate the wheel.

Never Say Small When You’re Talking About Your Money
Most private equity funds don’t think meaningfully about the spend within their own organizations after compensation, real estate, and deal-related expenses. However, you’re spending money on all sorts of other things that add up. You don’t want to let the tail wag the dog by any means, but there are some relatively easy tools you can use to drive savings and free up some cash to invest elsewhere in your organization. One such tool that both you and your portfolio companies should use is a group purchasing organization (GPO). You’ll likely find savings in travel, office supplies, and data and telephony. It may not change your world, but it’s free money that’s relatively easy to get.

Stop Getting Bogged Down With Post-Closing Tactics
PE funds typically come up with a differential strategy, use it to prevail in a process, and then get swamped out of the gates with the minutiae of the 100-day plan. Rent an independent consultant hailing from a top PE ops improvement consulting firm to drive tactics that are important but not the best use of your teams’ scarce time, such as:

  • Reporting
  • KPIs & dashboarding
  • 13-week cash flow forecasting
  • Ad-hoc onboarding analyses

And other similar tactics. Groups who use these resources also typically ask for and get baskets in their debt agreements and push these costs below the bottom line (P.S., they’re also great for preparing for sale).

Use the Robots
Your team’s opportunity costs are in the $1,000s per hour. We’re regularly asked at BluWave how many employees we have. Our answer is always “as few as possible.” Like you, each hour is precious for us and we use technology, automate, and outsource whenever possible so we can as optimally as possible focus resources on our strategic cores. PE funds should do the same by using and getting the most out of the latest CRM software, portfolio company reporting solutions, strategic planning tools and the like.

Get Leverage
Using variable resources is a necessity in this day and age in PE. Groups who use them well can accelerate growth, development, and value creation in profound ways. However, it’s hard to know who is good; as soon as you like them, they change or aren’t available, and as a single fund it’s hard to hold third party resources accountable. Shameless plug: Use BluWave. Our business is to be the expert of experts, so you can focus more on your strategic priorities.

You can’t do it alone. Value creation is, in large part, about the people and resources you leverage to help, especially for private equity funds. Take advantage of the pre-vetted network of experts available through BluWave today. Get in touch with us.

PRESS: BluWave and Sean Mooney in Axial’s Middle Market Review

Axial recently published an article titled “Human Capital Is Crucial in Private Equity — 3 Keys to Success” in their Middle Market Review resource center that features BluWave and BluWave’s CEO, Sean Mooney.

From Axial’s Middle Market Review:

“‘The private equity industry is maturing. There’s more competition than ever before, and the margins for error are smaller than they’ve ever been. Getting the people factor right has always been important, but now it’s a requirement,’ says Sean Mooney, CEO of BluWave and a 20-year veteran of the private equity industry. ‘As a result, private equity funds are spending more time on human capital than they ever have before.'”

Read more here.

Why Your Company Needs a Fully Realized Digital Marketing Strategy

As a player in the private equity space, you know the struggles of growing a company under tight deadlines and budgets. While you may think that digital marketing is better suited for “the other guys,” e.g. B2C firms, larger companies, groups targeting millennials, this isn’t the case. Middle market businesses across verticals can harness the power of digital marketing for business growth.

Digital marketing is one of the most underused tools in the toolbox.  By not implementing these methods and realizing how important a digital marketing strategy is, your leadership teams are leaving money on the table.

Here are a few things you should know:

  • Per McKinsey, companies with strong B2B digital marketing plans/brands see 20% increased performance
  • Per CEB, B2B buyers are now nearly 70% through their buying process before contacting a provider
  • Per Google, B2B buyers are typically willing to consider two options by the time they engage a potential provider

Marketing now plays a much more important role in your selling process.

Digital Marketing is More Affordable Than You Think
Despite the number of acronyms thrown around and the ever-changing stream of marketing platforms, executing against a digital marketing plan is more attainable than many lower middle-market and middle-market firms may expect.

You don’t need high-end, expensive software: there are now a number of powerful, simple to use, and cost-effective tools available.

You can also start by renting a fully capable digital marketing team before investing in an internal one or simply outsource certain roles to augment your existing team’s efforts.

Implementing a multi-dimensional digital marketing strategy may seem like it will stretch your company’s already tight budget, but overspending on a digital marketing budget isn’t necessary. Working with a marketing services agency instead of hiring internal staff gives you the resources you need at a price that makes sense for the bottom line.

Key Elements of your Digital Marketing Demand Generation Plan
Once your company is ready to work with an agency, here are a few items they should concentrate on to gain the benefits of digital marketing:

  • Data – It’s hard to do digital marketing effectively without good data. Make sure you have it and treat data as a resource that needs to be invested in and maintained like any other asset in your business.  B2C data can be relatively robust over time, but B2B data degrades at about 5% per month.
  • Content — Bottom line: your company needs to attract potential customers to its website. Quality content, including blog posts, infographics, and other well-written ad engaging copy can help increase credibility and your position within your industry while intriguing prospects, causing them to stay on your site for longer periods of time, and reach out to you for more information. Make this content targeted:  Per Hubspot, 96% of B2B buyers want content targeted to their own industry.
  • Search Engine Optimization (SEO) — Many people think SEO is cost-prohibitive, but it doesn’t have to be. A technical SEO expert, combined with in-depth content, can effectively raise a website’s ranking in a short time with minimal cost.
  • Social Media — For a company looking to increase their visibility, social media is key. For B2C companies, Facebook, Twitter, and Instagram help your company connect with customers and prospects. Social media is also becoming critical for B2B customers who are finding their customers in both traditional social platforms as well as business focused platforms like LinkedIn. There are also a variety of analytics from these platforms to demonstrably show how your firm is performing, both over time and against competitors.
  • Paid Search Marketing — While there is a financial barrier to paid search, your portco doesn’t need a huge budget to be successful. Even small companies utilizing well-targeted campaigns with the right keyword strategy can yield powerful results that pay for themselves.
  • Email – Most companies already do email marketing in one form or another. It’s the easiest way to get started.  You shouldn’t do email alone, though, as its increasingly hard to get through the noise in the inbox. Use this tactic in concert with all of the approaches above and you’ll see profound results.

A fully-realized digital marketing strategy is a key step in your company’s continued development.  Once a marketing plan and the resources are in place, you should set clear goals and expectations for growth with your internal and external teams and hold them accountable.

Ensure Your Portfolio Companies Have the Resources They Need
Don’t let your company’s digital-fueled growth stagnate or never get off the ground. Your portfolio company can get started quickly by leveraging the skills of a top outsourced agency that has the functional capabilities you need, the industry experience you require, and the budget you have.

Rent 10% of a bunch of A’s versus owning 100% of the B or C capabilities your budget will support: you’ll get better results and save time, money, and the struggle of hiring for a specific set of scarce skills.

Finding the right resources should never be a barrier to success. Learn more about how we help your portfolio company build value by working with PE-tested expert service providers.

3 Ways to Increase Your Company’s Value

After nearly 20 years in private equity, I appreciate how hard it is to build and grow businesses in a constrained environment.  Nothing is easy, but most things are possible with the right people and resources.

Top private equity funds regularly ask us about ideas to help drive growth and reduce costs.  Here are a few growth, organizational development, and cost reduction strategies that can be applied to build your business and drive value creation:

Reach 1,000s of customers at a click of a button:  Digital marketing is the most underused tool in the middle market: every business should be doing at least the basics (particularly in underutilized B2B markets).  This starts with good data (you should think of this as a business asset), requires market segmented content, and systems capabilities. It’s really hard, and expensive, to internally be good across SEO, paid search, content, email, PPC ads, etc.  You should outsource this to a middle market agency who will do this better and at lower cost than you can.  Committed digital marketing programs can lift revenues by more than 20%.

Rent “A” Players:  Sometimes it’s better to rent 10% of a bunch of A’s rather than own 100% of the B or C you can afford in your budget: the future of work is now (just ask some of the best younger workforce members who won’t work full time).  There are great variable resources that you can use across the functional areas of your organization to more optimally inform strategies and execute on your plans.  Use them.  Plus, if it is a one-time project, you often can get an add-back for it, enabling you to present stronger numbers when it comes time to sell your business.

Your costs are rising, you should be fighting it more: In the current world climate, all sorts of input costs are on the rise, from metal to plastics to fuel. Most companies (including very large ones), don’t have the internal expertise or the free resources to understand and aggressively combat today’s volatility. Bring in a specialized procurement group that lives and breathes in these markets to reduce costs, diversify supply chains, and/or hedge risks. While you’re at it, go after your indirect spend. If you’re not ready for a procurement group, at the very least you should be using plug and play Group Purchasing Organizations (GPOs). Expect some push back as the savings can be embarrassing and/or preemptively tap into rainy day savings buckets. However, when you apply a valuation multiple to the savings you’ll achieve, these tools are no-brainers.

Finding the superior groups isn’t easy. BluWave seamlessly connects you with the best vetted and private equity tested practitioners that specialize in your areas of need and fit your budget. We also make it remarkably easy on you: we don’t charge you anything to use our service.

Start talking with us about your needs today. Help is a call or email away.

PRESS: BluWave and Sean Mooney in Mergers & Acquisitions

Mergers & Acquisitions recently published an article titled “From fund administrators to VDRs, dozens of firms help M&A pros compete” that features BluWave and BluWave’s CEO, Sean Mooney.

From Mergers & Acquisitions:

“Think Gartner Inc. meets Angie’s List and there lies BluWave. The idea for BluWave grew over a 20-year span, while Sean Mooney was working in a private equity firm and started to see a void in the market as the industry became increasingly competitive.”

Read more here.

How to Run Your PE Fund Like a Business

There are currently more than 4,000 private equity funds competing for limited opportunities. Economics 101 is hitting the PE industry hard: since the demand for investment opportunities has been growing and the actual number of opportunities has stayed consistent over time, PE investors are facing an uphill battle. To succeed in a crowded field, PE funds must now run their own organizations like their portfolio companies.

Private equity funds are in the business of taking enterprises operating below full potential, growing their value, and selling them at a profit. And while PE investors focus on improving the operations and value of their portfolio companies, they often overlook the management of their own fund.  Don’t let the cobbler’s kids have no shoes. PE investors need to learn to look at their funds the way they look at their portfolio companies, with an eye for increasing opportunities and optimizing operational effectiveness across the fund’s lifecycle.

The Business of Private Equity
Much like target businesses, PE funds typically have a Front of the House (deal and human capital origination), Operating Engines (assessing investment opportunities and post-closing value creation), and Back of the House (fund administration and fund operations).  The business of private equity must increasingly be more business-like to succeed in today’s increasingly competitive environment.  The good news is that most PE funds have tremendous opportunities to improve how they operate and differentiate from the pack.  In this post, we focus on the low hanging fruit within your Front of the House and Operating Engine.

Front of the House

Knowing How to Market your PE Fund
Gone are the days of investment opportunities finding you simply because you have capital to invest.  There are too many funds competing for the same deals.  One of the hardest jobs for investment bankers now is knowing where to cut the deck for a sale process.  Branding and marketing efforts are essential in the competitive PE world. PE funds must use marketing to source new deals, raise funds from investors, and recruit new talent for their internal needs and to their portfolio companies. The same marketing tools that are applied to portfolio companies can and should be applied to PE funds.

PE firm members should take the time to determine and hone what differentiates their fund from the competition. This brand positioning exercise requires thorough research into the market, as well as feedback from firm members, limited partners, and portfolio company leaders. It’s often beneficial for PE funds to work with third-party marketing experts who will take an unbiased approach to their research and can help develop effective brand messaging.

Once you have your brand messaging figured out, your fund should be using digital marketing to raise and regularly reinforce awareness.  It amazes us that virtually no funds are using these tools other than episodic emails tied to new deals.  The good news is that early adopters have a green field opportunity to differentiate.  If interested, we know excellent agencies that will be great for both you and your portfolio companies.  And when you’re ready to execute, we can also point you to the best technology tools like CRM, implementation groups, and data providers to get the job done.

Using Human Capital Assessment Tools
Many PE funds are already using human capital assessment tools for their target acquisitions. Far too few are using these tools to support their own teams.

Many, if not most, PE professionals (including me) came from the investment banking ranks.  I think most will agree that these institutions have many strengths; however, training their professionals to lead and manage highly effective teams is not always one of them.  The school of hard knocks gets results for sure, but a lot of china tends to be needlessly broken in the meantime with morale and performance suffering as a result.

Human capital assessment tools can benefit PE funds by identifying opportunities for structural improvements in the organization, as well as people who have the right skills to positively affect change and fit within your existing group dynamic. PE funds can also use the results of their HR intelligence initiatives in their marketing and recruiting efforts by pointing to standout results they’ve created.  We have a particularly relevant group that can help understand your team dynamics, improve group cohesion, and guide future hires.  Their method helps the Israeli special forces do the same and can be just as helpful to you (as well as your portfolio companies).

Back of the House

Tuning up your operational engine
Many PEGs are now adding operational resources to the internal teams, ranging from operating partners, to project support QBs, to full blown portfolio support groups.

We regularly see a common flaw in the private equity operating support model.  In this model, the private equity operating professionals usually come from senior level industry positions in varying end markets where they bring true executive and operating excellence experience.  In their prior capacities as senior executives, they led highly functional teams to execute on their vision and related strategy.  However, when they join the private equity fund as an operator, they often find themselves in an army of one, where they formulate the vision, often have to single handedly determine the strategy, and then typically execute it themselves while navigating varying degrees of pushback from the portfolio companies.

Your operating professionals should be acting like they did before joining as an operating executive: assess the situation, set the vision and strategy, and support / manage the execution (without doing the execution).  Very few firms can afford however to build their own full blown internal AT Kearney (nor should they).  The good news is that there is a world of excellent third-party resources that your operating executives can manage in conjunction with your portfolio company leaders to execute on identified opportunities. When chosen and managed correctly, you’ll get better outcomes, the cost won’t be borne by your management company and is variable at the portfolio company level (and often add-backable at sale time), and operating partners will have significantly more leverage to impact your broader portfolio versus getting bogged down on individual projects.

Learning to Outsource
Highly-trained PE firm members shouldn’t be wasting hours Googling the solutions to industry-specific problems their portcos are facing—going down these rabbit holes can cause firms to lose thousands of dollars per hour per professional in opportunity costs (run the math – it’s not for the faint of heart, though). PE firms must become more comfortable outsourcing projects to consulting professionals with niche skills and industry expertise so that their teams can focus on their core competencies.

BluWave can quickly and efficiently connect you with vetted, PE-tested service providers who can tackle the projects your internal teams shouldn’t. Our invitation-only expert network includes specialized consultants who can help assess opportunities, build value, and complete projects with more speed and certainty—for PE firms’ internal teams or their portfolio companies.

Partnering with BluWave is the first step towards running your PE firm more like a business. Contact us today to learn more about how we can create value for your firm.