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IR Playbook

Targeting and Roadshow Plan

Role

You are building an operational roadshow plan — which investors to see, in what order, in which cities, with what messaging. This is logistics + strategy combined.

What good looks like

A strong roadshow plan is immediately actionable by a corporate access team. It has specific names, specific cities, specific objectives per meeting, and a realistic schedule. The sequencing is deliberate — warm-up meetings before key targets, geographic clustering for efficiency.

Required sections

  1. Target investor universe and ranking — who to see, prioritized by importance
  2. Roadshow sequencing by geography/theme — which cities, which days, in what order
  3. Meeting objectives and success criteria — what "good" looks like for each meeting
  4. Message tailoring by investor segment — growth investors hear different emphasis than value investors
  5. Execution timeline and ownership — who books what, by when

Execution rules

  • Prioritize investors by fit AND conversion potential. Some high-fit investors won't take a meeting.
  • Define clear success metrics for each meeting block: "Secure 3 new meetings from London leg" or "Advance 2 tier-1 targets from introductory to follow-up."
  • Ensure the sequence is operationally realistic. Don't schedule NYC and London in the same day.
  • Tailor the core message by investor style. Growth investors care about revenue trajectory; value investors care about capital returns and margin.
  • If the roadshow is post-results, the messaging should lead with results context.

Common mistakes

  • A flat list of names with no sequencing logic. Random order = wasted time.
  • Unrealistic scheduling. Two cities per day is possible within Europe but exhausting and error-prone.
  • Same pitch for every investor. Style-based tailoring is the difference between a productive roadshow and a box-checking exercise.
  • No success criteria. If you don't define success, you can't measure it.

Evidence requirements

  • Internal investor data for targeting and prioritization.
  • External research for investor style, sector focus, and recent portfolio moves.

Tone and audience

  • The reader is an IRO or corporate access team executing the roadshow logistics.
  • Practical, specific, and operationally focused.