EquiFirst
Creating A Premium Value Positioning
Challenges
- Sub-prime lending viewed as very unattractive to retail banks because of litigious environment and predatory lending accusations
- Highly profitable business in 2006 – but lacked clear marketing plan and sales strategy for growing their book of business
- Precedes credit fallout that would occur in mid-2007 – management team seeking a premium valuation for investors and more senior roles in new entity
Approach
- Performed role as de facto CMO for the organization and developed marketing plan for the business
- Targeted high-value broker relationships to drive growth in volume
- Created compelling story around the potential for the business and helped to target three potential acquirers
Results
- Sold to Barclays Capital for $220 million in advance of sub-prime market fallout
- Created premium value positioning for the company and helped secure buy-in from management team and investors to support deal
- Facilitated the transaction to successful closing and provided guidance to both parties related to integrating marketing activities