Value Creation as a Key Marketing Strategy to Win Deals

1. Value Creation as a Differentiator in Private Equity

In today’s Private Equity environment, relatively elevated company valuations across the board have resulted in ‘Multiple Expansion’ being less prevalent in the Returns composition of PE funds than it used to be. Nowadays, the ability to actively improve a company’s operations, scalability, and profitability has become increasingly central to achieving strong outcomes.

In that context, Value Creation has evolved from simply being a post-investment activity to also being a core differentiator at the pitching stage. In competitive auction processes, PE funds must convince founders and management teams that they will bring more than just capital. Many PE teams now arrive at Management Presentations armed with a detailed Value Creation plan, outlining the concrete steps they would take to grow and structure the business post-investment.

These plans often highlight operational improvements, commercial acceleration, product development, digitalization initiatives, M&A, or international expansion strategies. For founders, this provides a tangible preview of what collaboration would look like, and for PE funds, it serves as a powerful narrative to differentiate themselves and win deals.

In short, Value Creation is increasingly becoming a core part of the marketing language of Private Equity funds, to convey industry know-how and long-term vision, and to convince founders.

2. Turning Value Creation into Action with Synetiq

While having ideas when it comes to Value Creation is important, demonstrating technological readiness to execute the plan and track it effectively is where true differentiation exists.

The Synetiq platform allows PE teams to structure their Value Creation plan for a company, even pre-emptively at the pitching stage, to come prepared at Management Presentations with a clear and presentable plan.

The platform also allows to track the progress of the various initiatives implemented at a portfolio company throughout the investment lifecycle, to support regular checkpoints with Management teams.

In Synetiq, each Value Creation item is split into sub-tasks, which can be assigned to people, have their own deadlines, budget and advisors. Management teams and PE teams can therefore collaborate, track and visualise the progress of each workstream in a single place.

Additionally, Synetiq allows PE teams to leverage their past work on previous companies to adequately market their expertise and their network in important Value Creation areas.

By having a unified dashboard of all the initiatives implemented at their various portfolio companies, PE teams can easily identify the right external advisors for a task, and budget workstreams appropriately with Management teams. Past work and successes can then act as demonstrable credentials at the pitching stage to convince founders.

To summarize, within the Synetiq platform, investment and operating teams can:

• Design and structure initiatives, defining clear goals, timelines, etc;
• Collaborate across teams, assigning ownership, tracking progress, and keeping everyone aligned;
• Leverage institutional memory, making sure that past work on other portfolio companies can be properly leveraged.
• Track budgets and external contributors, identifying which consultants or advisors supported each initiative, and keeping a log of the associated costs.

This structured approach transforms Value Creation from a loose set of ideas into a living, data-driven process. Teams can demonstrate readiness at the deal stage, gain visibility on progress throughout the investment cycle, and benchmark results across portfolio companies.

By embedding this process into a single collaborative platform, Synetiq helps funds institutionalize their Value Creation capabilities, and market it properly to become a measurable source of competitive advantage.