Branding and content for capital raisers
How to Reach Institutional Quality When Raising Capital
Becoming Institutional Quality | Ep. 17
Fund managers, sponsors, and founders who raise capital and want their materials and communication to look credible to family offices and larger investors.
The short version
A 12 to 19 page pitch deck with an executive summary is one sign of institutional quality, according to Richard C. Wilson. He lists seven signs investors use to judge a group. These include professional communication, a clear strategy, conservative assumptions, a focus on fit over paperwork, a polished brand, and polite persistence. He says to aim a half notch above the level of capital you are currently pursuing.
The talk then gives examples. It describes a stranger who refused to share a deal by email, and it compares early and later versions of the Family Office Club books. Rebrands done through Pitchdex show how a clear name and one-liner help. Richard also covers email signatures, a simple website, a professional email address, and team photos that cost fifty dollars or 150 to redo.
What stood out
- Aim a half notch higher. Richard says to present a little above the level you need for your current capital. He says capital often comes in faster, and you are ready if a large investor appears.
- Trust matters more than promised returns. He says anyone can write 30 IRR on a page, and it means nothing without context. Investors respond to people they trust, not to bold promises like 5x in one or two years.
- Keep materials short and clear. Richard says an institutional offering typically has a 12 to 19 page pitch deck, an executive summary, and a team with depth of experience. Richard says eighty page decks and teasers written as long essays are not institutional quality.
- Make your name say what you do. A brand name that explains the business lets the one-liner focus on benefits. Richard says names that only mean something to people who already know you do little to explain the business.
- Fix the basics of presentation. He lists a professional email address, a full email signature, and a three to five page website. Consistent team photos can cost fifty dollars or 150 to redo, and he says first impressions shape how investors see what you offer.
Worth quoting
"You always want to be a half notch above where you need to be appealing for capital, because the capital will come in faster."
"Anyone can put 30 IRR on a piece of paper. It doesn't mean anything without context."
"It's on you to write something interesting enough that they care to reply."
From the source
- Richard describes an institutional offering as typically having a 12 to 19 page pitch deck and an executive summary.
- Richard says Pitchdex has had over 200 clients and produced over a thousand marketing assets.
- Redoing team photos can cost fifty dollars or 150, and a professional email address costs about eight dollars.
Sources
From Richard C. Wilson's Centimillionaire Strategies YouTube channel: Becoming Institutional Quality | Ep. 17. Quotes come from the video captions, lightly edited for readability. Figures are the speakers' own estimates and experience.
General education only. Not legal, tax or investment advice.
Related questions
- How do I close a funding round?I close a funding round by focusing on investors who fit the opportunity and moving each interested prospect through clear, consistent follow-up.
- What documents do investors request during due diligence?Prepare a clear, organized package covering your operations, investments, compensation, team, and track record.
- How do I raise capital for my business?I raise capital by building a repeatable system for attracting the right investors, establishing credibility, and developing relationships before asking for money.
Questions about this video
What are the signs of institutional quality?
Richard lists seven. They are professional communication, a unique and concise strategy, conservative assumptions, a focus on fit over paperwork, a 12 to 19 page deck, a polished brand, and polite persistence.
Why be institutional quality if you only raise from private investors?
Richard says to stay a half notch above your current level. He says capital then often comes in faster, and you are prepared if a large investor or billion dollar family office meets you.
How long should a pitch deck be?
The talk gives 12 to 19 pages, plus an executive summary. It says 80 page decks and long essay teasers are not institutional quality.
Put this into practice with the pitch deck grader. See all branding and content for capital raisers resources.
