Marketing a share issue to micro angel investors: case: storyville

Abstract

Many businesses must raise money from investors and if they don’t have a clear exit strategy it can be hard for them to raise money through selling shares. Storyville was able to market their share issue successfully with the help of a consultancy company called Sterly and raise the money they needed in under 2 weeks. This study is looking into what Sterly, and Storyville did in their market strategy through a case study to find out what works when marketing a share issue to normal people, or so-called micro angel investors. The goal was to find out what incentivizes micro angel investors to invest into a business from a marketing perspective. The study investigated the Storyville case and the different marketing tools used in the marketing strategy for the share issue. The results indicate that using an established image to make people more likely to invest works and by setting incentives that increases the social status of the investor. The factors affecting the Storyville case might not be the same for every similar business because the reputation and customer base of Storyville is very strong, and this was taken into account when making the marketing strategy.