→ 01 Context
Business Objective
Marketing Objective
Brand Challenge
Strategic Insight
Brand Attributes
Brand Mission
Target Audiences
01 Context
Business
Objective
Brand strategy has to ensure that Gateway Partners can connect private capital to attractive investment opportunities in the dynamic and emerging growth markets of Africa, Middle East, South Asia and Southeast Asia.
- Partnerships that Add Value
- Diversify Investors & Portfolio
- New Strategies for Business Growth
01
Partnerships that add value
Adding value through investments that have a positive impact on the communities around them, networking with a highly connected global team, and through building long term relationships.
02
Diversify investors & portfolio
Build and maintain Gateway’s diverse global portfolio of investments, as well as a multifaceted team that is knowledgeable and experienced within the markets.
03
New strategies for business growth
Extension of existing portfolio to implement alternative revenue streams i.e. launching credit fund and evolving into a multi asset manager.
01 Context
Marketing
Objective
Brand strategy builds the foundation for Gateway Partners to be is positioned as a leader among the private equity firms focusing on emerging markets – An essential component for Gateway as they continue to raise future funds and explore long term growth opportunities.
- What? — What is the thing we are trying to accomplish?
- Why? — What is it important that we do that?
- Who? — Who will be the recipients of our activities?
01
Be positioned as a leader
The message has to highlight Gateway’s knowledge and insight within emerging markets and showcase the teams’ deep network and collective industry experience.
02
Have a trustworthy brand & image
The brand image has to showcase trust, partnership, Gateway’s emphasis on ESG and transparency when it comes to risk-management across Entrepreneur risk, Exchange-rate risk, Exit risk.
03
Prospect new investors / investments
The brand communication has to spark interest among potential new investors who are seeking a low risk opportunity to invest in emerging markets. The communication also has to showcase current track record of investments as a benchmark of success, and predictable distribution.
01 Context
Brand
Challenge
Other private equity firms have an established presence and are top-of-mind for some investors.
Competitive Firms That Have An Established Brand
Other private equity firms have 20+ years of track record & some are multi-asset managers. These firms already have a name for themselves and have the advantage of being the “known” guys.
Focused on Certain Markets
Investors & entrepreneurs tend to have a home bias and are less receptive to working with funds outside of their known markets.
Expand our digital footprint
Other firms have a digital footprint and social media presence which expands reach and trust factor. These firms have positioned themselves as “thought leaders” in the space.
01 Context
Gateway Partners
Niche
Brand Challenges
Competitive Firms That Have An Established Brand
Other private equity firms have 20+ years of track record & some are multi-asset managers. These firms already have a name for themselves and have the advantage of being the “known” guys.
Focused on Certain Markets
Investors & entrepreneurs tend to have a home bias and are less receptive to working with funds outside of their known markets.
Expand our digital footprint
Other firms have a digital footprint and social media presence which expands reach and trust factor. These firms have positioned themselves as “thought leaders” in the space.
01
Young firm with established and experienced partners
While the firm may be young, Gateway Partners is a team of highly knowledgeable and multifaceted individuals with years of industry experience. Gateway’s first fund raised more than the industry benchmark for younger firms, and their second Fund is estimated be much larger and more diverse.
02
Deep understanding of emerging markets and ESG
Gateway offers a low-risk opportunity for investors looking to diversify their portfolios. Gateway’s investments are deeply rooted in Environment, Social, and Governance enabling them to measure the sustainability and societal impact of their investments while showcasing predictable returns based on their current portfolio.
Business Objective
Marketing Objective
Brand Challenge
→ 02 Brand Strategy
Strategic Insight
Brand Attributes
Brand Mission
Target Audiences
02 Brand Strategy
Strategic
Insight
While the ultimate goal is to please shareholders, investors, and entrepreneurs, Gateway’s investments have grown in scope to serve higher needs – shifting capital from tangible, asset-based business, to intangible asset-light organizations that go beyond bottom-line needs. At the same time, each partner involved has different need states that work as drivers in their decision making.
Future & New Strategies for Business Growth
Sustainability & Partnerships That Add Value
Diversification of Investors & Portfolio
Meeting the Bottom-line
02 Brand Strategy
Brand
Attributes
These attributes establish how the brand for Gateway will be portrayed across investors, entrepreneurs, shareholder perception, and other marketing touch points – In essence, these are the characteristics of the firm that will formulate the brand identity.
• We are Trustworthy
• Our customers are Leaders in Business
• We have an Insightful personality
• Others feel Partnered when interacting with us
• We Impact all stakeholders by Adding Value Responsibly
01
Culture
(we are)
How would your industry describe you?
• Connected
• Knowledgeable
• Trustworthy
Trustworthy
02
Investors
(our customers)
How would you describe your customers, clients?
• Leaders in Business
• Long-term Oriented
• Ambitious
Leaders in Business
03
Voice
(brand personality)
How does your brand sound to others? What is its’ personality?
• Responsible Stewards
• Insightful
• Serious
Insightful
04
Feeling
(emotional, qualitative)
How do others feel when interacting with your brand??
• Respected
• Partnered
• Knowledgeable
Partnered
05
Impact
(time, money, quantity)
How would you describe your customers, clients?
• Accelerating Growth
• Adding Value
• Expanding Network of opportunities while having a positive impact on communities
Adding Value Responsibly To All Stakeholders
02 Brand Strategy
Brand
Mission
Gateway Partners is a leading private equity firm that connects capital to attractive investment opportunities in the dynamic and emerging growth markets of Africa, the Middle East, South Asia, and Southeast Asia. We partner with business leaders in a trustworthy and insightful manner, add value beyond capital, and act responsibly with all stakeholders.
Gateway invests for financial return while actively considering its developmental impact, including job creation, economic growth, and skills development by providing more than just money to our portfolio companies.
Partnerships that Add Value
Strength in ESG: Environmental, Societal, Governance
Extensive Knowledge in Emerging Growth Markets
More Than
Capital
02 Brand Strategy
Target
Audience
Demographics & Psychographics
Investors in the Fund: Small family office, high net worth
US Institutions: Public/private pension funds, insurance companies, etc.
Portfolio Company Owner: Entrepreneur that is offering capital
David Jones
Investors in the Fund
Age: 42
Gender: Male
Education: UMAS, Finance Major
Occupation: CIO Small Family Office
HHI: $410,000
Status: Married
I am…
A father of two young boys who will be attending private school. I’ve been with the family office for over 10 years now, and I recently moved into a new house in West Chester from New York.
I enjoy…
Going to investor conferences, playing tennis at the country club when I have free time.
Sara Dickinson
US Institutions
Age: 48
Gender: Female
Education: UTAUS
Occupation: Head of private equity for pension funds
HHI: $350,000
Status: Single, Divorced
I am…
A mother of one son who was recently accepted into Columbia and I have a pug named Charlie. I’m currently transitioning into a CEO role for a prestigeous portfolio company, and since I’m time-strapped I started online dating.
I enjoy…
My morning run to get the day started, and on the weekends I enjoy yoga and bespoke wine bars.
Minesh Patel
Portfolio Company Owner
Age: 55
Gender: Male
Education: Indian Institute of Management, Business Major
Occupation: Business Owner
HHI: $550,000
Status: Married
I am…
Currently living in Dubai with my wife and three kids. After college, I worked at Nestle for 20 years until, with a reasonable family inheritance, I decided to start my own FMCG company selling personal products.
I enjoy…
Traveling for both work and leisure whenever I have the chance, and collecting art.
02 Brand Strategy
Target
Audience
Their Needs & Gateway’s Solutions
Investors in the Fund: Small family office, high net worth
US Institutions: Public/private pension funds, insurance companies, etc.
Portfolio Company Owner: Entrepreneur that is offering capital
David Jones
Investors in the Fund
My needs…
At the office, I constantly need to deliver both in terms of adding value to the family business through diversification and by bringing in returns. I seek out “new” investments that aren’t to risky or “off script.”
My everyday pain points range from managing the portfolio to returning talent and liaising between Traditional vs. Modern family business needs.
Gateway Partners can help me…
1. Deliver returns through an income stream (based on Fund II).
2. Provide new investment opportunities in emerging markets that aren’t too risky.
Sara Dickinson
US Institutions
My needs…
At work, I’m time-strapped and almost always have a client meeting and follow up emails on my to-do list.
I’m very mindful of the pension fund, as it will be made public and our reputation is at risk.
ESG is very important to me, and I try to ensure that our portfolio is diverse but also risk adverse.
Gateway Partners can help me…
1. Manage my time by providing flexibility and transparency
2. Include investments focused around ESG to my portfolio
3. Provide a broader network & access to partners
4. Provide predictable income through Fund II
Minesh Patel
Portfolio Company Owner
My needs…
I need capital and the right connections to grow my business, and expand into other markets.
I’m looking for structure around governance to ensure I have a strong foundation.
Since 80% of the current board members are family, and I’d like to diversify the decision markers.
I’m exploring growth opportunities and the future of my business.
Gateway Partners can help me…
1. Provide capital, connections, & expertise
2. Governance structures
3. Diversify the current board members and set up introductions for future connections
4. Find new opportunities in emerging growth markets
