Step 6: The Road Show

During the period of time between the distribution of the “red herring” and final approval of the company’s registration statement, the IPO team is involved in concentrated marketing efforts to “sell” the company to investors. They key method of marketing is a traveling “road show” conducted by the company’s senior management team and the underwriters.

During the road show, which lasts two or three weeks, you will travel to major cities all around the country to attend a series of business meetings, luncheons, and receptions where you will “pitch” the stock to potential investors. In addition to these group presentations, meetings with important individual investors may also be scheduled.

Typically, the road show presentation is a computer-generated slide show followed by question and answer sessions. As the CEO, this is your opportunity to look investors in the eye, tell them your story, and convince them to put money into your company.