Opening: Tell Us About Your Investor Relations Moment

• Briefly describe the immediate event that brought you to look for IR support right now (pick all that apply) Options: Preparing for IPO, Persistent stock discount vs peers, 13D/activist notice, New CFO joining, Earnings volatility/poor call, Board request to professionalize IR, Other — will explain
• Which single outcome matters most in the next 3–12 months? Options: Securing sell-side analyst coverage, Attracting institutional investors, Defusing activist pressure, Preparing a clean IPO story, Improving earnings call execution, Establishing ongoing IR governance, Other
• Who is the primary decision owner for this engagement inside your company? Options: CFO, Head of IR/Investor Relations Director, Chief Communications Officer, CEO, General Counsel, Head of Strategy/Corporate Development, Board/Lead Independent Director, Other
• How soon do you need to see demonstrable progress on that primary outcome? Options: Immediately (days), Within 1 month, 1–3 months, 3–6 months, 6–12 months

Is Management’s Story Actually Reaching the Right People?

• If you had to bet money, which is more true: the market misunderstands your business, or management hasn’t clearly told the right story to the right people? Options: Market misunderstands fundamentals, Management story not reaching right audiences, Both equally, Unsure
• Which investor types currently engage with management most frequently? Options: Global long-only institutions, Fundamental hedge funds, Quantitative funds, Retail/individual investors, Private equity/venture investors, No reliable engagement
• Tell us the last three meaningful pieces of investor feedback you received (specific quotes or paraphrases are very helpful)
• Which sell-side analysts currently cover you, and which meaningful gaps do you see in that coverage?
• How often does management proactively meet with top holders or prospective long-term institutional investors? Options: Weekly, Monthly, Quarterly, Occasionally (ad hoc), Rarely/never

Where the Street Is Getting Lost

• Many leadership teams assume their thesis is obvious — where do you suspect the sell-side or buy-side is misreading your investment case?
• Which three metrics or story points do you believe investors are consistently mispricing? Options: Revenue growth sustainability, Margin improvement trajectory, Capital allocation plan, Addressable market size, Recurring revenue quality, One-time items/adjustments, Other
• Has your company ever run a perception study or investor survey? If yes, summarize the surprising finding that changed your thinking. Options: Yes — summary attached, Yes — surprising finding: (free text), No
• From investor conversations, what is the single most common objection that stops a buyer from initiating or expanding a position?
• How long have these perception gaps existed, and what has been tried so far to address them? Options: A few months, 6–12 months, 1–2 years, Multiple years, Not sure

What’s Getting in the Way of Fixing It?

• If you stepped back for a moment — what internal habit, decision, or politics is most likely to stop a successful IR program from taking hold here?
• Which of these internal constraints matter today? Options: Limited bandwidth in finance/IR, Board resistance to transparency, Legal/controls caution, Competing strategic priorities, Budget limitations, Lack of senior buy-in, Other
• Describe a past initiative (IR or communications) that stalled — what specifically derailed it?
• How would you characterize management’s appetite for candid investor dialogue on tough topics (e.g., unit economics, margin drivers, macro sensitivity)? Options: Very open, Cautiously open, Prefer guarded messaging, Avoids difficult conversations
• Who typically wins the argument when communications trade-offs arise — growth storytelling or conservative disclosure? What is the downstream impact?

What Would Executive Outcome Alignment Actually Look Like?

• Can you describe the executive-level outcome that would make the board say, 'this IR engagement was a clear success'?
• Which measurable success signals would you accept as proof (pick up to three)? Options: New or reinstated sell-side coverage, Specific institutional buys/position sizes, Valuation multiple improvement vs peers, Improved guidance credibility (analyst adjustments), Reduced share volatility around earnings, Successful IPO pricing/coverage, Other
• What is the hard deadline or event driving this timeline (e.g., IPO filing date, earnings call, board review, activist proxy deadline)?
• Who must explicitly sign off on the outcome (names or roles), and who needs to stay informed but not decide?
• If there were a public activist or proxy battle, what decision authorities and escalation paths would you want pre-defined?

Designing the Minimum Viable Pilot: How Do We Prove Value Quickly?

• What single pilot would convince you this advisory relationship moves the needle (choose one primary focus) Options: IR audit + gap analysis, Earnings script & management prep, Targeted buy-side outreach, Perception study of analysts/institutions, Roadshow coordination mock-up
• How long should a diagnostic pilot run to feel credible in your environment? Options: 1–2 weeks, 3–4 weeks, 4–6 weeks, 2–3 months
• What confidential or sensitive materials are you willing to share during a pilot (pick any that apply) Options: Historical investor feedback, Earnings scripts/drafts, Top 20 shareholder list, Recent sell-side notes, Board presentations, None
• Which pilot success criteria would make you move to a broader engagement without further debate? Options: Clear buy-side meetings scheduled, One new analyst coverage, Quantified perception shift in survey, Board endorsement of IR roadmap, Documented improvements to disclosure

Who Needs to Be in the Room — and Who’s Not Showing Up?

• Think of the last time an important external stakeholder meeting went poorly — who was missing who mattered most?
• Which internal roles should be included in weekly pilot governance calls? Options: CFO, Head of IR, CEO, GC/Legal, Head of Communications, Corporate Secretary, Investor Relations agency lead, Board observer
• Are there external advisors or bankers whose alignment is critical to success? If so, name them or describe their role.
• How do your key stakeholders prefer to receive bad news or trade-offs—email, short brief, face-to-face, or via the board? Options: Email with data, Concise executive brief, Direct conversation (phone/in-person), Board meeting

How This Feels — The Emotional and Reputational Stakes

• When you think about investor perception today, what emotion most captures how the leadership team feels (pick one) Options: Frustrated, Worried, Composed but concerned, Confident, Embarrassed, Renewed energy
• What is the single thing that keeps you awake at night about investor relations and market perception?
• Describe a recent internal disagreement about communications or disclosure — what decisions were contested and why?
• If our engagement succeeds, how would you describe the reputational impact across investors, board, and media in one sentence?

Making a Commitment: Practical Next Steps to Launch the Pilot

• What is your preferred contracting model for a pilot? Options: Fixed-fee pilot, Time-and-materials retainer, Outcome-linked fee, Introductory discount then retainer
• Who should be the primary point of contact to kick this off, and what are their contact details and typical availability?
• What internal documents or access will you be able to provide within the first two weeks (pick any) Options: Top-20 shareholder list, Last 4 earnings scripts & calls, Sell-side coverage list, Recent investor presentations, Board packet relevant to strategy, None immediately available
• What budget range have you allocated or expect to allocate for a diagnostic pilot? Options: >$250k, <$25k, $25k–$50k, $50k–$100k, $100k–$250k, TBD
• If we propose a 4–6 week diagnostic, what would be a realistic internal timeline for your team to review and approve that scope? Options: Within 1 week, 1–2 weeks, 2–4 weeks, More than 4 weeks
• Finally, what would make you say 'yes' to a pilot in the moment we present it? Be explicit about must-haves and deal-breakers.

• Current-State Confirmation & Cost-of-Inaction
• Perception Study Findings -> Root Drivers Workshop
• Scenario-Based Outreach & Targeting Workshop
• Narrative Proof & Earnings Script Simulation
• Outcome Modeling & Pilot Acceptance

• Revise earnings script based on role-play feedback and circulate a redline within 48 hours.
• Identify evidence to support rebuttals and a clear list of evidence gaps to close.
• Obtain stakeholder validation that the prioritized drivers reflect the company's reality.
• Produce a one-page prioritized driver list with linked evidence and estimated effort to remediate.
• Assign owners to collect missing evidence/materials (financial metrics, customer proof points, governance clarifications).
• Schedule follow-up with IR/Finance to resolve any contested drivers before scenario planning.
• Read-back of Prioritized Drivers & Success Signals
• Select a preferred outreach scenario that directly addresses prioritized perception drivers.
• Produce a target investor/analyst list mapped to scenario tactics and timing.
• Assign preliminary owners and timeline for pilot execution.
• Draft the chosen scenario's detailed outreach sequence and 8–12 target investor/analyst list.
• Create a resource RACI (who does what) for scenario execution and circulate to stakeholders.
• Set dates for initial analyst briefings and non-deal roadshow windows aligned to earnings/IR calendar.
• One-line Future State & Key Message Priorities
• Validate that the narrative and scripts rebut core perception drivers and map to success signals.
• Identify specific script edits and additional evidence required to make the narrative proof robust.
• Commit to rehearsal cadence and owners to prepare management for public delivery.
• Introductions & Objectives
• Assemble an evidence packet (data charts, customer proof points, analyst notes) to support each message pillar.
• Schedule the first full-dress rehearsal with management and the advisory team prior to the next earnings cycle.
• Recap Selected Scenario & Success Signals
• Obtain formal acceptance of the pilot scope, success metrics, and governance model.
• Align stakeholders on modeled outcomes and the key execution risks that must be mitigated.
• Assign owners and schedule the pilot kickoff within the agreed timeline.
• Finalize and distribute the pilot SOW with success criteria, confidentiality terms, and governance within 48 hours.
• Assign pilot owners and confirm availability for the kickoff week; prepare the initial diagnostic checklist.
• Prepare a one-page decision memo for the board/steering committee summarizing scenario selection, modeled outcomes, and pilot ask.
• Achieve a single, agreed sentence that crisply states the current state.
• Quantify the financial and strategic consequences of the current state.
• Agree a one-line future state and 3–5 measurable success signals to guide the Solution Experience.
• Provide supporting datasets (price history vs peers, coverage list, perception study raw findings) to all participants within 48 hours.
• Finance/IR to calculate the valuation gap in $/bps and prepare backup charts for the next workshop.
• Circulate the agreed one-line current state, consequence bullets, and future state to stakeholders for formal sign-off.
• Recap: Agreed Current State & Success Signals
• Create a prioritized list of root perception drivers tied to investor behaviors.
• Define Target Investor Personas & Analyst Profiles
• Perception Study Themes
• Outcome Modeling Presentation
• Narrative Mapping: Messages to Drivers
• One-line Current State Confirmation
• Sensitivity & Risk Analysis
• Data Review: Diagnostics Snapshot
• Driver-to-Behavior Mapping
• Scenario Design: Base / Accelerated / Defensive
• Earnings Script & Q&A Framework Presentation
• Prioritization Exercise
• Pilot Scope, Success Criteria & Governance
• Role-play Simulation (Management + Analyst Personas)
• Consequence Quantification
• Tactical Mapping: Channels & Timing
• Stakeholder Impact Mapping
• Decision & Commitment
• Owner & Resource Assessment
• Evidence Inventory & Gaps
• Discussion: What Proof Was Needed & What Changed
• Define One-line Future State & Success Signals
• Select Preferred Scenario & Confirm Outcome Metrics
• Iteration Plan & Next Rehearsals
• Validation & Acceptance
• Immediate Next Steps & Kickoff Scheduling

• Draft quarterly earnings script and CFO remarks
• Prepare earnings press release and Form 8‑K filing
• Conduct live earnings‑call rehearsal with management
• Produce investor presentation deck (investor‑ready)
• Deliver tailored investor meeting briefbooks per investor
• Execute buy‑side roadshow meetings and briefings
• Run sell‑side analyst briefing calls
• Send targeted buy‑side outreach email campaign
• Draft activist response statement and Q&A
• Publish investor relations website pages and materials
• Draft proxy messaging and shareholder letter
• Distribute monthly shareholder register and ownership report
• Deliver media and on‑camera interview training

Draft quarterly earnings script and CFO remarks

• Which quarter/date should the script and remarks cover?
• What are the primary objectives for the script? Options: Reassure analysts, Explain variance vs guidance, Reset guidance, Drive valuation narrative, Address one-time items, Other
• Are there material adjustments, non-recurring items, or restatements to disclose? Options: Yes, No, Unsure
• Expected results relative to guidance or consensus? Options: Above guidance/consensus, In line, Below guidance/consensus, Uncertain
• Who must review and approve the final script? Options: CFO, CEO, Corp Communications, Legal/Compliance, Board Representative, Other
• Do you want a scripted Q&A prepared for anticipated analyst questions and tough follow-ups? Options: Yes, No

Prepare earnings press release and Form 8‑K filing

• Will the release include updated guidance or material disclosures that require accelerated review? Options: Yes, No, Possibly
• Is there an internal template or prior release we should follow? Options: Yes, No
• Who is the regulatory/filing owner for 8‑K submission and review timing requirements? Options: Legal, Finance, IR, External Counsel, Other
• Are there embargo timing constraints or planned simultaneous announcements (e.g., PR, website posting)? Options: Yes, No
• Do you require earnings highlights and boilerplate copy for press and investor sites? Options: Yes, No
• Any sensitive legal/regulatory issues or disclosure controls we must account for?

Conduct live earnings‑call rehearsal with management

• Which executives will participate in the rehearsal (names and roles)?
• What format do you prefer for rehearsal (full dress, tabletop, virtual only)? Options: Full dress run-through, Tabletop walkthrough, Virtual/remote rehearsal, Hybrid
• Do you want mock analyst questions from sell‑side and buy‑side perspectives included? Options: Yes, No
• Are there specific messaging risks or contentious topics to rehearse (e.g., guidance cuts, activism, restructuring)?
• Do you require feedback notes, annotated scripts, and a post‑rehearsal action list? Options: Yes, No
• Preferred rehearsal timing relative to the call (days before)? Options: 1 day, 2-3 days, 4-7 days, More than 7 days

Produce investor presentation deck (investor‑ready)

• What is the primary audience for the deck (sell‑side, buy‑side, retail, board)? Options: Sell‑side analysts, Buy‑side investors, Retail investors, Board of Directors, Mixed
• Do you have an existing corporate pitch deck or assets to refresh? Options: Yes, No
• Which key messages or investment thesis points must be emphasized?
• Are there specific financial models, metrics, or data visualizations that must be included? Options: Yes, No
• Do you require multiple deck versions (management, technical, CFO summary)? Options: Yes, No
• What is the desired turnaround time for a first draft and for finalization? Options: 48 hours, 3-5 business days, 1-2 weeks, Custom

Deliver tailored investor meeting briefbooks per investor

• How many unique briefbooks do you anticipate needing (estimate)? Options: 1-5, 6-15, 16-50, 50+
• What investor segments should be prioritized (long-only, quant, event-driven, mutual funds)? Options: Long‑only, Event‑driven/activist, Quant/ETF, Mutual funds, Hedge funds, Other
• Do you have CRM data or investor profiles we should use to personalize briefbooks? Options: Yes, No
• What level of customization is required (cover note only, tailored financial slides, full thesis writeup)? Options: Cover note only, Tailored slides + cover, Full bespoke briefbook
• Are there confidentiality or distribution restrictions for specific investors? Options: Yes, No
• Do you want meeting prep talking points and suggested next‑asks included with each briefbook? Options: Yes, No

Execute buy‑side roadshow meetings and briefings

• Which markets/regions and cities should roadshow coverage include?
• Do you want in‑person meetings, virtual briefings, or a hybrid approach? Options: In‑person, Virtual, Hybrid
• Who will be the primary company attendee(s) on roadshows (CFO, CEO, IR lead)?
• What are the primary goals for the roadshow (raise awareness, secure allocations, win coverage)? Options: Raise awareness, Secure allocations, Win sell‑side coverage, Address concerns, Other
• Do you require logistics and scheduling support, including investor introductions and follow‑ups? Options: Yes, No
• Are there blackout periods, travel restrictions, or compliance rules we must follow? Options: Yes, No

Run sell‑side analyst briefing calls

• Which sell‑side firms/analysts are priority targets for briefings?
• Preferred briefing format: group webcast, one‑on‑one calls, or in‑person analyst meetings? Options: Group webcast, One‑on‑one calls, In‑person meetings, Mixed
• Do you want embargoed materials and advance analyst packets distributed? Options: Yes, No
• Do you anticipate controversial topics or forecast changes that analysts will probe? Options: Yes, No
• Will analyst briefings require legal/compliance sign‑off or an approved script? Options: Yes, No
• Do you require follow‑up tracking (questions answered, note publication monitoring)? Options: Yes, No

Send targeted buy‑side outreach email campaign

• What is the campaign objective (set meetings, distribute briefbooks, announce results)? Options: Set meetings, Distribute materials, Announce results, Follow‑up after roadshow, Other
• Which investor segments and lists should be targeted? Options: Long‑only, Hedge funds, Quant strategies, Index funds, Retail brokerages
• Do you have existing email templates or prefer new copy aligned to the campaign? Options: Use existing, Create new templates
• Do you require A/B testing, deliverability monitoring, and outreach analytics? Options: Yes, No
• Are there compliance/opt‑out rules or CRM integrations needed for the campaign? Options: Yes, No
• What is the intended send window and follow‑up cadence? Options: Immediate (within 1 week), 2–4 weeks, Quarterly, Custom cadence

Draft activist response statement and Q&A

• Is there an active filing or public letter from an activist today? Options: Yes, No, Threatened/Possible
• What is the desired tone for the response (conciliatory, assertive, factual, legal‑minimal)? Options: Conciliatory, Assertive, Factual/neutral, Legal‑minimal
• Do you need a public statement only, or also a controlled Q&A and spokesperson talking points? Options: Public statement only, Statement + Q&A, Statement + Q&A + media strategy
• Are there governance or board communication protocols to follow before issuing a response? Options: Yes, No, Unknown
• Should we prepare escalation paths and a rapid‑response retainer for media and investor inquiries? Options: Yes, No
• Do you require scenario playbooks for potential activist next steps (proxy fight, lawsuit, negotiation)? Options: Yes, No

Publish investor relations website pages and materials

• Do you currently host an IR site or microsite that will be updated? Options: Yes, No
• Which materials must be published or refreshed (press releases, financials, presentations, SEC filings)? Options: Press releases, Financial statements, Presentations, SEC filings, Corporate governance, Other
• Are there technical or vendor constraints (CMS, IR provider platform) for publishing? Options: Yes, No
• Do you require accessible/downloadable investor packs and analytics on page activity? Options: Yes, No
• Who owns website approvals and update cadence (IR, Legal, Communications)? Options: IR, Legal, Corp Communications, External Agency, Other
• Do you want SEO/meta tagging, RSS/alert subscriptions, and investor email notifications configured? Options: Yes, No

• Statement of Work (Pilot Audit)
• Master Services Agreement (MSA)
• Non-Disclosure Agreement (NDA)
• Pricing & Payment Schedule
• Data Processing & Confidentiality Addendum
• Governance & Roles Annex
• Acceptance Criteria & Success Signals
• Escalation & Dispute Resolution
• Change Order / Scope Amendment
• Termination & Exit Rights
• Intellectual Property & Deliverables Ownership
• Compliance & Regulatory Representations
• Pilot Evaluation & Transition Plan

• Success Validation: Analyst Coverage & Narrative Alignment
• Institutional Placement Reconciliation
• Analyst Narrative Alignment Workshop (Role-Play & Proof)
• Shared Follow-up Channel & Governance Setup

• Opening & One-Sentence Current State
• Validate actual institutional holdings with custodial proof and compare them to placement targets.
• Create a prioritized, timebound outreach plan to convert identified shortfalls into placements.
• Identify and mitigate any compliance or timing risks to executing the outreach plan.
• Request and consolidate final custody confirmations and prime-broker holdings to a master spreadsheet within 3 business days.
• Prepare a prioritized investor outreach list (top 20) with tailored messaging for each investor category.
• Assign outreach owners and schedule the first tranche of calls within the defined timeline.
• One-Sentence Current State & Consequence
• Prove that the proposed narrative and scripts directly resolve the documented objections and move the company to the defined future state.
• Force validation through role-play and obtain explicit sign-off on final messaging and acceptance criteria.
• Document any remaining messaging risks and assign owners to resolve them before public use.
• Incorporate role-play feedback into a redlined final earnings script and Q&A document and circulate for executive sign-off within 48 hours.
• Produce a short 'message map' linking objections to the exact disclosure/line that addresses each objection for use by spokespeople.
• Schedule a full-rehearsal with executive spokespeople prior to the next investor engagement.
• Current Communications State & Consequence
• Create a single, governed follow-up channel that becomes the authoritative record for all post-validation activity.
• Assign owners, SLAs, and an escalation path so follow-ups are tracked and closed on time.
• Agree on templates and cadence to ensure consistent reporting of outcomes and evidence.
• Create the shared channel, invite confirmed users, and seed it with the evidence pack and acceptance decision.
• Publish governance doc (roles, SLAs, escalation contacts) to the channel and gain acknowledgment from owners.
• Set up the first automated weekly digest and the monthly KPI snapshot report delivery.
• Verify with documentary proof whether each success signal (analyst coverage, institutional placement, narrative alignment) has been met.
• Make a go/no-go decision on acceptance of the engagement milestone and assign remediation tasks if needed.
• Agree on an owner-led remediation plan and timeline for any gaps identified.
• Produce a consolidated evidence pack (coverage logs, custody confirmations, redlined narrative) and share with attendees within 48 hours.
• If conditional/fail, assign remediation owners with 2-week interim status checkpoints.
• Publish signed acceptance or remediation decision into the shared follow-up channel after the meeting.
• Pre-work & One-Sentence Current State
• Consequence Quantification
• Channel Selection & Structure
• Define Future-State Narrative (One Sentence)
• Review Custody & Broker Proofs
• Diagnosis: Key Objections Mapped to Evidence
• Coverage Reconciliation (Proof)
• Gap Analysis vs Targets
• Governance: Roles, SLAs, Escalation Paths
• Templates & Reporting Cadence
• Institutional Placement Snapshot (Proof)
• Targeted Outreach & Timing Plan
• Proof Walkthrough: Script & Analyst Note Redlines
• Narrative Alignment Review
• Onboarding & Access
• Role-Play with Analyst Personas
• Risk & Compliance Check
• Decision & Acceptance Criteria
• Agreement on Final Messaging & Acceptance Criteria
• Confirmation of Commitments
• Next Steps & Owners