OCTOBER 2014
Brand guidelines
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Contents Our story
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What we do
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Our vision
The world in which we exist Our mission
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Our brand pillars
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What makes us different?
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Our audience
Key messages
MarketInvoice in one word... Dos and don’ts
Code of conduct
Strategic partnerships
Our people
What we look for in our employees
In return, we offer our employees...
11 13 14 15 16 17
19 20 21
Our brand
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About our logo
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Talking about MarketInvoice Using the logo
Placing the logo on backgrounds
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Colours 28 Tone of voice
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Secondary typeface
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Main typeface
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Photos 32 Colour blocking text
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Icons 34
FAQs 37 FAQs 38 Glossary of terms
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Being transparent about our product is always at the forefront of my mind when speaking to potential partners. I’m conscious about providing them with a service that is not only quick, but very different from traditional invoice finance. Ari Last, Head of Commercial Partnerships
Our story
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Our vision
Unlocking value for businesses, making them more confident and helping them seize every opportunity.
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What we do MarketInvoice is an online peer-to-peer lender which allows businesses to sell selected invoices direct to investors to release money otherwise tied up for up to 120 days.
Our clients can sell single invoices online, as and when they need to. There are no contracts, hidden fees or personal guarantees; businesses can sign up, sell an invoice and drawdown funds on the same day. Invoices are funded by a global pool of sophisticated investors, made up of high net worth individuals, asset managers and hedge funds. As of August 2013, the UK government also began investing in business invoices via our platform as part of their Business Finance Partnership scheme. This initiative will see ÂŁ40m channeled to our clients over a 12-month period.
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The world in which we exist Long payment terms
Businesses that sell to other businesses have always had to manage cashflow. In this world, the expectation is that an invoice will be sent to the customer on delivery of the service or product, with typical payment terms of 30-60 days. That means that the supplier will have to wait to be paid for the work they have already completed. What’s more, businesses that supply large corporates have seen lengthening payment terms in recent years. Big businesses have realised that delaying payment to suppliers is a good way to boost balance sheets, and some have implemented payment terms of 120-150 days. The knock-on effect has been that a number of suppliers into big business have seen problems with cash flow that limit their growth potential. There simply isn’t the money in the bank to invest back into the business. Our service enables these businesses to sell invoices on a pay-as-you-go basis, as and when they need the extra cash. Our clients use the finance we provide in order to grow, hiring new staff, signing new contracts and launching new products.
Traditional invoice finance The UK is the largest invoice finance market in the world, with approximately ÂŁ14bn of invoices funded at any one time. This market is dominated by the incumbent factoring and invoice discounting providers, largely run by the major banks. Their clients are often referred from existing business banking networks and from close relationships with referrers such as brokers. We are the biggest and fastest growing of a new wave of online platforms in the invoice finance space. Being online enables us to provide a much smoother, more flexible and more transparent funding experience for our clients relative to the service provided by traditional invoice factoring.
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Our mission
We will provide businesses with smart working capital solutions that help drive them forwards. Our cutting-edge technology and relentless focus on the customer means that we deliver a service that solves problems and puts businesses in control.
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Our brand pillars Integrity
Simplicity
Innovation
First and foremost, we are committed to doing what is right for our customers. Using MarketInvoice must make clients stronger than they were before.
Engaging with us must always be straightforward and clear.
Through product, pricing and service, we always aim to do things better.
Our fees and our processes are always fair and transparent. We are honest. Across every channel and to whoever we are talking to.
We strive to strip out complexity wherever possible.
We use cutting edge technology to continually improve the customer experience.
Doing business with MarketInvoice should always be easy.
Our people are natural problem solvers and are always happy to help.
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Our audience Businesses
Investors
Introducers
WHAT’S IMPORTANT TO THEM?
WHAT’S IMPORTANT TO THEM?
WHAT’S IMPORTANT TO THEM?
• W e are practical, flexible and simple.
• We are a serious organisations with real expertise.
• Certainty for them and their customers.
• We are “one of them”
• We offer good returns and low risk.
• Professionalism and credibility of our service.
• O ur execution is second to none
• That we’re better and different. But not new and quirky.
Fast-growth, project based, exporters. From all sectors – though skewed towards services-based businesses.
• We are growing together. We’re part of their growth story and vice versa. • Our “great people”. We are not a faceless dotcom. • A feeling of community. MarketInvoice and our investors are here to help.
High net worth individuals, family offices, hedge funds, private equity firms and corporates.
• Investing is simple, fast and on their terms.
Brokers, accountants, advisors, private equity investors, venture capitalists and angel investors.
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What makes us different?
Pay-as-you-go
Quick
Hassle-free
Flexible invoice finance, unlike factoring
Apply in 15 minutes; receive funds in 24 hours
Transparent; no debentures, no personal guarantees
BUSINESS CASE STUDIES
A world of difference from traditional business banking.
It always goes smoothly; a match made in heaven.
It’s been the best support we needed at this inflection point of growth in the business.
Martin Kruse, Acumentive
Dominic Saville, 3DD
Charlotte Knight, G’NOSH
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Key messages
Get confident in your cashflow
Smart working capital for savvy businesses
Invoice finance made easy
Pay-as-you-go.
Quick.
Hassle-free.
Flexible invoice finance, only when you need it.
Apply online in just 15 minutes, receive funds in 24 hours.
Transparent; no debentures, contracts or personal guarantees.
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MarketInvoice in one word... Confidence Businesses
Investors
Introducers
Confident because using MarketInvoice means I can plan and grow my business.
Confident because I get an excellent return on my money from people who are experts.
Confident that when I introduce a client to MarketInvoice they get what they need, and so do I.
Debtors
Employees
Confident because companies that I deal with that use MarketInvoice are stronger and less demanding.
Confident in the mission, the ability of the team to deliver, in the founders and the opportunity to have a fulfilling and successful career.
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Dos and don’ts Don’t
Do
Refer to MarketInvoice as a startup.
Say that we’re a fast growing business.
Patronise our clients. We don’t call our clients or prospects ‘SMEs’- grouping small and medium sized businesses together is not useful or effective.
Use the term business instead wherever possible.
Refer to the finance we provide as cash. Ours is not a ‘quick cash’ solution for desperate businesses.
Say that we are funding growth.
Talk about our product as ‘revolutionary’ or as brand new.
Say that we are an innovative solution but a safe and established one.
Give too much weight to our technology - it’s important but we are more than a tech company.
Talk about us being more than a tech company.
Be stuffy or over formal. A passive voice often leads to a passive audience.
Talk, write and communicate in a simple way - an intelligent 12 year old should easily understand. Use active sentences
Be brash or confrontational in tone. We do not try to provoke a reaction by badmouthing our competitors.
Do feel confident discussing news within the sector and reporting on relevant competitor developments.
*Don’t forget to use your common sense though, follow the rules where possible but this is just a guide! Tailor everything to your audience.
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Code of conduct MarketInvoice is not regulated by the FCA, even so we are committed to communicating transparently and we are a member of the Peer-to-peer Finance Association which has a strict code of conduct.
To become a member, a business must fufil the following criteria: 1. Undertake debt based retail financial services business in the UK by means of an electronic platform 2. Have been transacting business in the market for at least 6 months 3. Use lender funds to provide loan funding of any type to consumer or business customers 4. Preferably, secure some lender funds from retail consumers 5. Operate to a significant extent by means of direct loan contracts between borrowers and lenders 6. Demonstrate high standards of loan underwriting and credit and operational risk management
7. Demonstrate high standards of transparency and provide clear, balanced and fair information to all customers 8. Comply fully with the P2PFA’s Operating Principles, as amended from time to time, and commit to adhere to high industry standards for the peer to peer finance sector agree to work with other members to promote the sector represented by the P2PFA as operating to high standards at the lower end of the alternative finance (or crowdfunding) risk spectrum.
More information is available at http://p2pfa.info/rules
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Strategic partnerships At MarketInvoice we choose partners that share the same DNA; innovative, disruptive, technology-led and customer focused. Here are two examples:
Xero
British Business Bank
We partnered with Xero, a major global finance technology company offering online accountancy software. Our integration allows customers to access funding even faster by simplifying the application process, pulling data from Xero into their MarketInvoice account.
In 2013 we partnered with the British Business Bank, a UK government initiative with the aim of improving access to finance for businesses. Our online platform was one of a small number of alternative finance companies which passed the extensive due diligence to join the program. The government has so far channelled ÂŁ5m of funding for businesses through MarketInvoice.
When I’m looking to add people to the team, I’m looking for people with the raw smarts, team players and good ethics to come and add value here at MarketInvoice. You’ll have to work hard, but it will be rewarding. Anil Stocker, CEO & Co-Founder
Our people
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What we look for in our employees
Belief in our mission. A desire to break new ground and to deliver something outstanding for our clients.
Problem solvers. Team players. Honest. Energy and desire to constantly make a difference and add value. Willing to help those around them and be part of a collective mission. Ambitious, motivated people who will not compromise their integrity and know how to treat people. We encourage an open, honest culture.
Smart. Open to advice, curious to know more and switched-on to the world around them.
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In return, we offer our employees...
A vibrant, exciting environment where they can fulfil their potential, grow with the company and enjoy being part of building something that makes a difference in the world. We will strive to create an environment where they can do their very best work and achieve.
I try to make sure that all dealings with existing and potential clients are conducted with the utmost integrity and transparency. In our pursuit of growth and new business I always ensure that we put the client at the centre of what we do as a business. Matt Cooper, Director of Sales & Business Development
Our brand
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Talking about MarketInvoice MarketInvoice is our brand name, so even when referring to the company in copy, make sure that it is written correctly.
CORRECT
MarketInvoice
There are only two rules to follow: 1. It should be written as one word with no spaces. 2. Capital ‘M’ for Market and a capital ‘I’ for Invoice. It’s a good idea to add the brand name to your computer programmes’ dictionary, so that it doesn’t auto correct.
DEFINITELY INCORRECT
Market Invoice Marketinvoice marketinvoice market invoice
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About our logo Our MarketInvoice logo is modern and simple. The dot* on the first ‘i’ of ‘invoice’ has been customised to have a graph-like curve. This represents how MarketInvoice help companies to grow, quickly and confidently and also our own journey as a rapid growth business. This customisation mark only appears on the first ‘i’, never the second.
PRIMARY LOGO
Our logo has two colour versions regular and reversed. It is never just one colour. • T he regular logo is slate grey and tangerine for light backgrounds • The reversed logo is white and tangerine for dark backgrounds
SECONDARY LOGO
Use your common sense when choosing which logo to use on a background. The ‘invoice’ or ‘i’ is always tangerine with the ‘market’ and ‘m’ providing the colour variables. When to use the logos In most circumstances, you should use the primary logo. The secondary logo is used more as an icon. We don’t normally use both the logos together or next to each other. When you are placing the logo, consider the space available. Try to fill the space/centralise, but for wider spaces, header and cover photos and wherever possible use the full primary logo. If it’s squarer use the ‘mi’.
LOGO CUSTOMISATION
* The dot on top of a lowercase ‘i’ or ‘j’ is called a ‘tittle’. A good thing to remember, as you’d be surprised how often it pops up in a pub quiz.
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Using the logo Always leave space around the logo for it to breathe. Don’t put baby in a corner or make it into a monster that takes over the whole page.
LOGO EXCLUSION ZONE
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Placing the logo on backgrounds Our logo is clean and simple and works best when placed on neutral colours, or photos with a simple clean background. Some of our logo crimes • Don’t rotate the logo • Don’t add drop shadows or other effects • Don’t place the logo on colours that clash or are too similar • Don’t use the wrong logo on a background. If it’s a light colour use the regular logo. If it’s a dark colour, use the reversed version • Don’t place the logo on a busy background where it’s hard to read • Don’t obstruct people’s faces
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Colours The main MarketInvoice brand colours are tangerine orange and slate grey. The accent colours are to be used in situations where they can lift a design. Most often, they will be used as colour blocking for text over an image or to accentuate certain words or phrases.
urs lo
Ma i
s Accen lour tc o c o n
Add
C0 M48 Y80 K0 R248 G151 B72 #f89748
C68 M57 Y57 K39 R70 G76 B76 #464c4c
C82 M63 Y0 K0 R56 G101 B186 #3865ba
C78 M58 Y0 K0 R63 G110 B202 #3f6eca
C41 M0 Y13 K0 R134 G230 B233 #8ce7ea
C1 M62 Y63 K0 R241 G127 B97 #f07357
C0 M42 Y70 K0 R255 G165 B93 #ffa55d
C13 M10 Y9 K0 R219 G220 B222 #dbdcde
ed
C73 M64 Y56 K47 R56 G61 B67 #383d43
C46 M0 Y32 K0 R127 G221 B195 #96e3ce
C68 M8 Y16 K0 R57 G179 B205 #46c5d8
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Tone of voice The five golden rules
1.
Our tone of voice is engaging, conversational and tries not to be stuffy or formal. We don’t use slang.
2.
We don’t patronise our audience but we communicate in a clear and concise way, avoiding jargon where possible and we don’t use unnecessarily complex terminology. We make sure all of our communication is clear and simple to understand.
3.
A good way to measure this where possible is to communicate in a way that an intelligent 12 year old would understand.
4.
We never use passive sentences, we always use active. When writing, we contrast longer sentences with shorter punchier lines. It makes an impact.
5.
Edit ruthlessly, don’t keep any words that you don’t need.
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Main typeface The Avenir type family is our corporate font. It’s a nice simple sans serif font*, good for everything from headings to text. Use Avenir wherever possible.
* Sans serif means it doesn’t have the little flared flicks at the ends of the letters
AVENIR BOOK
This is Avenir Book. Use this for your main body of text. AVENIR MEDIUM
This is Avenir Medium. This can be used for headings or for emphasis. AVENIR HEAVY
This is Avenir Black. Use this if you are placing text over a photo.
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Secondary typeface Because not all computers have Avenir installed, our secondary typeface is Trebuchet. This is a standard font available on PCs and Macs. Use this whenever you are working on documents that need to be editable by external people, such as Word and PowerPoint presentations.
TREBUCHET REGULAR
This is Trebuchet Regular. This should be used as a universal font, so PowerPoint presentations and in emails. TREBUCHET BOLD
This is Trebuchet Bold. Use this for headings in Powerpoint and Word documents.
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Photos As people are at the centre of our business, we use large photographs in our promotional material. The photos should reflect the young, fast and dynamic nature of our company and the businesses we support. They show off the buckets of personality of our clients and staff and give an authentic feel to the MarketInvoice brand.
LEADING IMAGE
Our photography style includes as many of the following points as possible: • shallow depth of field • include people • natural light • natural relaxed poses • bright colours • feel authentic and real Occasionally we might need to use a stock image or two; these should be chosen to exhibit the same characteristics as listed above.
Leader images have a blue gradient layer applied. To replicate accurately: • top color #215cd2 • bottom color #002163 • gradient is tilted by 105° • opacity is 50%
ADDITIONAL IMAGES
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Colour blocking text Colour blocking is an great way to get our key messages across loud and clear. They work well with client quotes or USPs, are eye catching combined with a strong image, and make use of our accent colours.
Get confident in your cashflow.
A world of difference from traditional business banking. Martin Kruse, Acumentive
Colour blocking crimes • Don’t rotate the text • Don’t add drop shadows or other effects • Don’t have too much space between the lines • Don’t obstruct people’s faces • Don’t put people’s names or companies in strip colour.
g kin r y wo vv t a r a rs o f Sm l ita s p se ca s e sin u b
It’s been the best support we needed at this inflection point of growth in the business. Charlotte Knight, G’NOSH
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Icons While we use photography to show the personality of our clients and our team, we also use icons to help convey our key messages. Icons are eye-catching; they break up sections of text and help make key messages easier to understand. The MarketInvoice icons have a flat and graphic look. They are simple yet sophisticated, and easy to understand. And remember, just because you can, doesn’t mean you should. Icons should be used sparingly, and must always enhance the comprehension of their accompanying text.
EXAMPLE
Flexibility
A pay-as-you-go service; upload and sell invoices to suit your business needs
Speed
Apply online in 15 minutes; draw down funds in 24 hours
Stress-free
Transparent; no debentures, no personal guarantees
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Simplicity is at the core of what we’re trying to do: make life easier for the customer and for ourselves by simplifying how we do things through well-designed technology. Dan Karger, Lead Developer
FAQs
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FAQs What is MarketInvoice? MarketInvoice is a peer-to-peer business lender allowing businesses to raise funding by selectively selling their invoices to a pool of global investors. On MarketInvoice: • Businesses raise funding by selling their invoices to a pool of global investors. • Investors instantly advance funds against invoices in return for a fee.
What makes MarketInvoice different? PAY-AS-YOU-GO Flexible invoice finance, unlike factoring. QUICK Apply in 15 minutes; receive funds in 24 hours. FUNDING CERTAINTY 100% of invoices posted on MarketInvoice are funded in full, often instantaneously. TRANSPARENCY See exactly what you’re going to pay before selling each invoice. No hidden fees. HASSLE-FREE No debentures. No personal guarantees. No lock-ins. No commitments.
Which businesses does MarketInvoice support? • UK & Ireland based Limited companies or LLPs. • Supplying ‘blue-chip’ customers. Either large corporates (with revenues of ~£50m+) or public bodies. • Invoice values of between £5k and £1m+.
What does it cost a business to use MarketInvoice? • Total cost of funding for businesses is on average 2.5 - 3%. • The cost is split into a one off ‘MI processing fee’ and a 30-day ‘investor fee’.
How does the funding process work? 1. Business completes online registration in 15 minutes. 2. Once verified, businesses list their invoices for sale on the MarketInvoice platform. 3. Invoices are sold instantly to Investors, with up to 90% of funds advanced (‘Advance Rate’) within hours. 4. Upon the invoice being settled, MarketInvoice repays the Investors and forwards remaining balance to the business.
How does a business raise funding on MarketInvoice? 1. R egister online in 15 mins at no cost. 2. S ubmit invoices for sale. 3. I nvoices sold instantly and funding advanced within 24 hours.
Who are MarketInvoice’s investors? A sophisticated global investor base comprising of: • UK Government • Asset managers • High net worth individuals • Family offices • Hedge funds • Pension funds
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Glossary of terms We try not to use any jargon and if there are sector specific terms that the general public wouldn’t understand then we like to define them clearly. TERM
DEFINITION
Advance rate
The % of the traded invoice that the business will receive from the MarketInvoice Investors.
Blue chip customers/large corporates
These are companies that; have revenues of £50m+, are government bodies, charities, listed on major stock exchange, or are a subsidiary of a larger business.
Clients/sellers
Businesses and Investors that use MarketInvoice to trade invoices.
Crystallised loss/loss rate
Actual percentage of advanced funds which are not recovered following default.
Debtors
The customers of the businesses using MarketInvoice.
Default/delinquency
Percentage of advanced funds that isn’t repaid by borrowers within 60 days of the expected contracted invoice payment period.
Government funding (through MarketInvoice)
The funds (£5m) that the British Business Bank have committed to deploying through MarketInvoice.
Investors/Buyers
The individuals/institutions that are funding invoices on MarketInvoice.
Invoice trade
The process of a business putting their invoice up for sale on MarketInvoice – and then it subsequently being bought by MarketInvoice investors.
Investor fee
The variable fee that a business pays to the Investors that fund their invoices.
Processing fee
The fixed fee that a business pays MarketInvoice each time they use the service.
Recovery
Process of retrieving the money from invoices that are overdue and haven’t been paid.
Verification
The process conducted by the MarketInvoice risk team before any business can be registered.
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MarketInvoice boilerplate About MarketInvoice (http://www.marketinvoice.com) Businesses use MarketInvoice to selectively sell their invoices to a network of global investors. It is an online working capital solution, giving businesses immediate access to funds otherwise tied up for between 30 to 120 days. More than [X]m has been raised against invoices, with businesses using the funds to hire more staff, launch new products, and pay their suppliers. Businesses are able to sell single or multiple invoices online, only as and when they need to. There are no contracts, hidden fees or personal guarantees; new clients can sign up, sell an invoice and draw down funds on the same day. Invoices are funded by a global pool of investors including high net worth individuals. In August 2013, the UK government began investing in small business invoices via MarketInvoice as part of their Business Finance Partnership scheme. This initiative sees £40m channelled through the platform over a 12 month period. *Don’t forget to update the amount traded figure when you cut and paste this for use elsewhere
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Hogarth House 136 High Holborn WC1V 6PX
T +44 (0)845 548 0508 F +44(0)208 711 2622 www.marketinvoice.com