Taking your company public? Let’s get started on your IPO strategy
Topic: Audit
Considering taking your company public? That is a big decision – and it is a decision that demands careful planning. Welcome to the second blog in our series on preparing your company for an IPO. Read on to explore the three key steps to take once you have assessed your IPO readiness and are moving forward with the preparation phase.
Authors: Niels Skannerup Vendelbo and Helene Christine Joost
In our first blog, we explored the importance of an IPO readiness assessment. If you missed our first post on IPO readiness, be sure to check it out here.
Preparing for an IPO – The next steps
Determining the right time to go public can be a complex and challenging decision. The process is influenced by many factors beyond the company’s control such as broader macroeconomic trends, volatility of capital markets etc. But beyond that, it is a decision driven by the company’s internal readiness, its maturity, and its ability to meet the necessary regulatory requirements. In fact, it is about ensuring a solid foundation. Once an IPO readiness assessment has been conducted, the next phase involves addressing the gaps identified in the assessment to ensure a successful IPO process when the time comes.
In our experience, there are three essential steps to take when preparing for an IPO:
- Addressing the gaps identified in the IPO readiness assessment.
- Developing a compelling equity story.
- Refining the ESG strategy and communication.
An IPO is not just a turning point - it is a new beginning for a company. The way you prepare today will shape how investors see your company for years to come.
- Niels Skannerup Vendelbo
Addressing the gaps identified in the IPO readiness assessment
When a company has conducted an IPO readiness assessment, the assessment has typically identified areas that need improvement before a company is ready to go public. This might include improvements in financial reporting, enhancing internal controls for regulatory compliance, or strengthening corporate governance structures – such as establishing required committees (audit, compensation, and nomination committees).
Addressing these gaps is crucial, and it is important to have a clear plan in place. This plan should detail all the necessary steps, outline a timeframe for when they will be achieved as well as defining the level of ambition the company needs to meet before the IPO. Assigning a dedicated project manager to ensure these actions are implemented on schedule is essential to staying on track.
From our experience, having a structured approach is key. Without it, companies risk delaying their IPOs or risk a chaotic process with potential loss in stakeholder and investor trust. It is no secret that balancing daily operations while preparing for an IPO is challenging, but neglecting identified gaps can cause significant setbacks.
With a solid foundation in place, the next step is crafting a compelling equity story that will resonate well with potential investors.
Develop a compelling equity story
An engaging and well-crafted equity story is one of the most powerful tools a company can have when preparing for an IPO. Not only can it attract investors, but it can also establish a strong, ongoing relationship with them post-IPO. A clear and compelling equity story enhances investor confidence, improves market perception, and ensures a consistent communication strategy.
An equity story is more than just a pitch; it is the narrative that communicates the value proposition of the company to potential investors and should be thought into all components of the company’s communication. It should outline why the company is a good investment by highlighting market opportunities, competitive advantages, growth potential, and strategic vision. Furthermore, it needs to also explain to potential investors how the proceeds from the IPO will be used – for example, whether to fund growth initiatives, enter new markets, or invest in research and development.
Ultimately, a compelling equity story creates the narrative surrounding the company as well as making sure the company stands out to investors by demonstrating its potential for a successful IPO.
ESG strategy and communication
Environmental, Social, and Governance (ESG) factors are becoming increasingly important, not only for regulatory compliance but also for attracting investors – and not to mention our society in general. At a time when ESG reporting requirements are evolving rapidly, having a clear ESG strategy is essential.
Beyond compliance, investors are increasingly focused on how companies address ESG issues. Companies with a strong ESG strategy aligned with their business goals can attract a wider pool of investors, many of whom have specific ESG criteria that influence their investment decisions.
Integrating the ESG into the equity story is also relevant. Highlight the company’s ESG initiatives and explain how they contribute to long-term value creation and enhance its reputation. By integrating ESG as a central part of the narrative, companies not only meet regulatory expectations but also position themselves for a broader investor appeal.
Going public isn’t just about finances – it is about transformation. Companies that tell a strong story and build trust do not just attract investors - they create long-term credibility and trust.
- Helene Christine Joost
Taking a company public is more than just a financial transaction; it’s about telling a story, building trust, and ensuring long-term success. By addressing these three areas, companies can set the stage for an IPO that reflects both the current strengths and its future potential.
Want to prepare your company for an IPO? Stay tuned for our third blog “The IPO Process” where we explore best practises and insights for an effective listing process.
