Slendertone – Keeping Your Dragon Happy: How Slendertone Delivered Its Venture Capitalist Investors Sustainable Business

Stacy Takaki Goss - Publicis, Trish Lally - Slendertone

INTRODUCTION

This paper will look at communication’s role in creating a sustainable growth model for a business backed by venture capitalists (or ‘Dragons’ as they will be affectionately termed throughout this paper).

Despite its increasing prevalence as an ownership structure, to date few IPA papers have dealt with numbers that companies owned by venture capitalists are expected to return.1

Why is ownership structure important to an effectiveness story? Because how you prove effectiveness depends on who you’re trying to prove it to.