Investment positioning is a management process aimed at preparing an asset and the transaction structure in a way that is clear and transparent for professional investors.

In other words, it makes the asset ready for professional evaluation by investors, banks, funds, or strategic partners.

The result of this process is a set of investment documents and presentation materials describing the asset and the terms of a potential transaction.

investment positioning

In practice, investment positioning is structured as a two-level process.

At the first level, an investment decision is made – selecting the approach to the asset, defining the logic of the transaction, and its key configuration.

At this stage, it becomes clear:

• what the asset is and its current condition
• which scenario is realistic – turnaround, partnership, sale, restructuring, or another format
• what role the investor will play in this scenario
• how value is created and protected

investment decision – the foundation of the transaction

This is the minimally required basic set that allows professional investors, banks, and funds to properly evaluate the asset and discuss a potential transaction – no more, no less.

After the investment decision is made, an investment package of materials is prepared to document and support the chosen scenario, including:

investment package

As a result, investment positioning:

• makes the asset’s story clear and convincing for investors
• restores the asset to a controllable state
• strengthens the owner’s negotiating position
• enables an informed choice of the next course of action

owner outcomes

Investment positioning is not marketing; it is the managerial preparation of a business for the next stage.