Exploratory Proposal for CIDR Pamiga: U.S.

Expansion
Prepared by: Tamara GURBIS, Menlo Park, California, for Renée CHAO-BÉROFF, General Manager, CIDR
Pamiga, Paris, France

Description: Develop initial exploratory ideas in marketing research and strategy, branding, media, and
fundraising for CIDR Pamiga's expansion of its microfinance business and fundraising efforts to the United
States, focusing on the Silicon Valley region/San Francisco Bay Area.

Marketing Research and Strategy

Promote CIDR Pamiga to present-day regional private microfinance and impact investors as well as high-
1
potential future ones, especially those attending prestigious regional universities:
(Subsequent mentions of "investors" refer to those only in microfinance and impact investing.)
2 3,4
• Research regional mainstream investors, especially HNWIs, and single- and multi-family offices,
4
family-backed foundations, wealth advisors, and private asset managers.
• Arrange informational interviews with local impact investing and fundraising professionals.
• Perform marketing research such as demographics, surveys, and available psychographics of present-
day and high-potential future investors, and summarize findings.
• Examine marketing strategies and trends of other microfinance and patient capital organizations,
associations, and financial services, and summarize findings.
• Create a design thinking (or "human-centered design") mini-workshop as a discovery process to
understand the needs of present-day and future high-potential investors, assisted by Stanford
University students in conjunction with Design Thinking Philanthropy (established connection with its
director) and other relevant academic divisions in the microfinance and impact investing arenas such as
Stanford Center for Social Innovation.
• Recruit university student volunteers and interns pursuing studies in microfinance, finance, business,
and international relations at Stanford and UC Berkeley through academic departments and university
initiatives such as Stanford’s Center for Social Innovation as well as Hasso Plattner Institute of Design
to help spread awareness about CIDR Pamiga.
________________
1 World Economic Forum Investors Industries, prepared in collaboration with Deloitte Touche Tohmatsu, From the Margins
to the Mainstream: Assessment of the Impact Investment Sector and Opportunities to Engage Mainstream Investors
(2013), p.5 "Over the next 40 years, Generation X and the Millennial Generation will potentially inherit an estimated US
$41 trillion from the Baby Boomer Generation.4 These generations have grown up in a culture that calls on business to
play a more active role in society. In fact, in a recent study of 5,000 Millennials5 across 18 countries, respondents ranked
“to improve society” as the number one priority of business (see Figure 1)."
2 Ibid, p.17 "In a survey conducted of over 4,000 US-based high-net-worth individuals, 50% of respondents claimed that
their advisers do not recommend impact investment products; however, 48% of respondents claimed that they are
interested in these opportunities50"

3 Robert Milburn, "The Family Of ce Boom is Coming," Barron's Magazine, April 21, 2014 "Thomas Livergood, CEO of
The Family Wealth Alliance, notes that from 2003 to 2013 the mean size of assets at a single-family of ce has remained
at at $500 million, while assets of multifamily of ces have nearly tripled to $7 billion."
4 David Badham, "The Rise of Impact Investing Among Family Of ces and Foundations," Shorex, March 24, 2014 (based
on a report by The Financial Times, Investing for Global Impact 2014)

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Branding and Media

• Modernize CIDR Pamiga's branding, renovate its website, and develop a blog, social media presence,
and email marketing based on conclusions drawn from the research process.
• Produce social media campaigns for specific CIDR Pamiga projects.
• Engage marketing and writing professionals to help create CIDR Pamiga's rebranded visual identity,
messaging style, and external PR communication plan based on marketing research findings.
• Direct and engage contractors for the following additional suggested deliverables: a three- to five-
slide "First Approach" PowerPoint deck as well as a fifteen- to thirty-slide Pamiga"Full Story” deck
(refer to Fundraising section below), renovation of Pamiga's current presentations, brochures, and
other literature, a short-form investor video and a promotional website video.
• Promote CIDR Pamiga and Renée through podcasts and webinars at Stanford University and UC
Berkeley (i.e., Stanford Graduate School of Business, Center for Social Innovation events, and
publications such as Stanford GSB Social Innovation Conversations and Stanford Innovation Review).
• Recruit university student volunteers and interns pursuing studies in social impact media, marketing,
and communications to help spread brand awareness by participating in media creation and
campaigns.
• Match Renée as a speaker for relevant regional conferences and events.

Fundraising

• Test pilot private investor market (HNWIs, single- and multi-family offices, and family-backed
foundations) by creating a list of thirty to fifty prospective regional investors with missions similar to
CIDR Pamiga's and choosing five smaller investors to test the process.
• In collaboration with Renée, craft and customize a succinct introductory email for each investor (no
more than two to three sentences) that also speaks to the respective investor's mission and how it's
similar to CIDR Pamiga's. A "First Approach" three- to five-slide deck, including one slide indicative of
ROI, will be attached. The primary purpose of the emails and follow-up phone calls will be to "whet
the appetite” of potential investors to get a meeting.
• Schedule in advance as many in-person meetings as possible for one or two weeks so Renée can travel
to the area to close the deals. (Renée will provide her available travel dates in advance.) Alternatively,
a video conference meeting with Renée may be scheduled depending on the investor's preference, or
a video conference meeting, later followed by an in-person meeting. The goal is to get as many in-
person and virtual meetings for Renée as possible.
• Renée will present CIDR Pamiga's "Full Story" 15- to 30-slide deck during the conference call or in-
person meeting. If the first meeting is a conference call with a high potential for a subsequent in-
person meeting, consider withholding two or three of the most impressive slides for the future in-
person meeting.
• After the meeting, send thank you email with a list of follow-up items for each attendee.
• Maintain a database about prospective investor contacts, follow-up items, detailed notes about
interactions with investors and their representatives, and a meeting and follow-up calendar for Renée
or a designated CIDR Pamiga representative.

Additional Fundraising Efforts

• Attend networking events at regional microfinance, impact investing, and venture capital associations
and organizations to make relevant contacts and spread CIDR Pamiga brand awareness.
• After some regional brand awareness has already been established for CIDR Pamiga, create nonprofit
crowdfunding campaigns for CIDR Pamiga in general and for its particular investment projects.