According to IR Magazine, Singapore is the most important destination for roadshows in the Asian region. Reason enough for IR Magazine to get tips for a roadshow from Zaggie Ng, Associate at an agency from Singapore specializing in Asian Corporate Access:
- The Investment Story: According to Zaggie Ng, clarity, consistency and focus are important for the investment story.
- Shareholder Identification and Targeting: Particular emphasis should be placed on this and special efforts should be made to help the company establish a share register with long-term and supportive investors.
- Investment focus of the investors: Prior to each meeting, management should be clear about the investment focus of each investor in order to address the issues relevant to that investor. Information that is helpful for the management includes an overview of the investment focus (industry, region, market cap), current investments including the typical ticket size or the typical duration of the investment.
- Structure of Meetings: Each meeting should begin by defining the purpose of the meeting. At the beginning of the meeting, the CEO/ CFO/ IRO should ask questions to the investor regarding his level of knowledge, e.g. about the sector or the company itself. This is followed by a brief presentation of the company, followed by a committed presentation of the company’s success and growth factors. The meeting should end with a feedback from the investor and the definition of a follow-up.
- Non-Verbal Coomunication and Cultural Nuances: Great attention should be paid to the body language & facial expressions of the investor. Meetings in Singapore, Hong Kong and Japan differ from Western ones in terms of cultural nuances, says Zaggie Ng. For example, meetings in the Asian region focus on building a relationship, whereas meetings in the Western region tend to focus on how to handle tasks. Asian investors also have no difficulties with emerging silence, according to Zaggie Ng. After all, the attitude towards risk can vary greatly.
- Flexibility: Frequently, unforeseen changes occur during roadshows. Meeting points or times can change or even be cancelled altogether. Then it is important to remain flexible and make up for the meetings at the next opportunity.
- Follow Up: The follow-up should be timely. It should be remembered that an investment decision is often not made in the first meeting. But the first impression a company makes in the first meeting can be the key to later investment decisions.
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