The Kite Factory
The Kite Factory is an independent, London-based, performance marketing agency, providing media, planning and campaign evaluation services to numerous sectors including charity, online, gym, financial and retail businesses. Using their proprietary analytical tools, they design and purchase off line and digital media to meet the client’s business objectives. Their appraisal of the marketing performance enables the business to work with the client to allocate media spend on successful media channels and campaigns. As a result, the client’s business achieves increased profitable growth.
Key are very supportive investors – they have a depth of experience working with SMEs to help them double in size and, while taking an active interest in the business, they empower management to get on with the job. They’re good guys to work with and provide a valuable external perspective.
Working with The Kite Factory...
Investment process
The shareholders were looking to crystallise some of the value they had built and raise £1 million of development capital to further develop their propriety software tools and support a selective buy and build strategy. We supported the equity release/development capital transaction in July 2017 with a £6.6 million investment.
Growth process
Since our investment, we have supplemented and restructured the senior management team, including recruitment of a Non-Executive Chair, CEO, and CFO and building out the middle-tier management team. We have supported this senior team through significant management and client changes and the development of a 3-year strategic and exit plan. In terms of developing the business, we invested in the software tools enabling the business to increase operational efficiency as well as supported a move to new premises and a rebranding strategy.