Strategy:
1, you are the ultimate responsible one for your own success,
you'd honor all agreements with respect to your current marketing firm.
But, at the end of day, you are the ultimate one responsible for your own success.
Thus you can't let the success of failure at your marketing firm to dictate your own chance for success.
2, current now you have an extremely valuable marketing opportunity,
Current now you have the best opportunity for marketing, when you have a huge relative performance difference
compared to general equity market and even some other hedge fund industry,
You must take it into your own hand.
If needed, you should try to lead and coordinate efforts with marketing teams. After all,
your own self are the best sellers of your strategies.
Tactic,
1, go where the money is,
Try to identify and start contact all largest F2F shops. Go wholsesale first, instead of
chasing each individual retail investors.
Try to work on the marketing team. Since normally people who actually call around, organizing meetings etc are not that linked with your interested or motivated, you will have to get someone who can really "change game" here. Have a meeting, brainstorm together, have an agreement in big picture, define goals, steps, and each other's responsibilities, define milestone. All in all, have a joint and effective game plan.
2, have a best possible first impression
Try to quickly identify the "top 10" candidates among your current leads. But probably more importantly, start to go out for new possibilities. A story of "we corrected our mistakes and now better than ever" is a better story line to new audience, while old contacts may have a "fatigue" feeling that would be harder to deal with.
3, when selling, credibility is #1,
In sales there is no sin more deadly than sounding exaggerating, evasive or outright phony.
Never try to sell a perfect image, because everyone, at least the smart ones handling money, knows that perfect image doesn't exist.
Don't try to avoid looking at your mistakes. In fact there is no more story better than "we corrected this and that mistakes and now we are better than ever". It's humble, it's approachable, it's credible, it's sometime awe inspiring.
When a potential customer stops to try to pick you apart, and instead changes to stand on your side, and looks through your lens to see the issues, the sales job is mostly done.
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Concept of Weighted valution on numbers, and Perf-Cut,
A mathematic formula often treat every unit of gain or loss as equal.
However in life, and in business, they are decidedly _not_.
Once you up 18%, the extra gain of 18%, in which you go from excellent to astonishing, may weight much less a potential roll-back of 18%, where you go back to be nobody again.
In any extreme case, if you are up 500%, you may as well close shop for the rest of the year.
Or if you win $200m, you may just retire.
Thus, similarly to the vol-cut, we introduce a concept of perf-cut, when performance is high, we start to deleverage.
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J-trade against vol-cut,
Vol-cut is a trading principle.
J-trades are trading occasions.
To override vol-cut signal and go with a J-trade can potentially do significant long term harm, or sometimes suicidal to the business.
1, from behavior point of view, giving up trading principle for occasion, it's a sign of lack of discipline.
2, from operation point of view, it's a total disregard of risk management.
