In the early stages of their development, many start-ups, being engines of innovation and growth, face serious financial challenges. Limited resources combined with intense competition make raising capital even more difficult.
Traditional methods, such as bank loans and business angel investments, often prove insufficient or unaffordable for startups. The lack of an established reputation and brand recognition make it even more difficult to attract investors. As a result, despite their promising potential, many startups fail to realise it due to financial constraints and lack of marketing strategy.
In this context, the BEAM market for the growth of small and medium-sized enterprises (SMEs) at the Bulgarian Stock Exchange (BSE) emerges as the only opportunity.
What is the BEAM growth market on the BSE?
The BEAM growth market is an organized and institutionalized market segment that is part of the BSE. It is designed to finance the operations of SMEs with high growth potential and companies actively seeking capital. Unlike the main market of the stock exchange, which imposes strict requirements, the BEAM market offers more flexible conditions for initial public offerings (IPOs), making it accessible to start-ups and fast-growing organisations.
The main purpose of this market is to provide SMEs with an opportunity to raise capital from investors through a public offering of shares. The BEAM market serves as a springboard for growth, allowing companies to develop. When this is implemented in conjunction with a sustainable marketing strategy tailored to the specific organisation, the results are impressive – expanding operations, achieving greater business goals, etc.
Advantages of the BEAM market over the main market of the BSE
As I have already mentioned, the BEAM SME Growth Market provides companies with a lighter procedure compared to the administrative requirements for organisations admitted to trading on the regulated market organised by the BSE.
Relaxed IPO requirements
The BEAM market has less stringent requirements for financial history, transparency and corporate governance, making it much easier for startups to access public capital. For example:
- Companies do not need an approved IPO prospectus from the Financial Supervision Commission (FSC) if the amount of the paid-in capital is up to EUR 8 million. In case of capital raising above the mentioned amount, a prospectus is required, but it has a relaxed form and content compared to the requirements for companies traded on the main market of the BSE;
- Companies traded on the BEAM growth market are only required to publish annual and half-yearly financial reports to the public, while companies traded on the main market of the BSE must also publish quarterly reports;
- Companies already trading on the BEAM growth market have the option to transfer to the main market of the BSE at preferential
- For companies traded on the BEAM growth market, unlike those on the main market of the BSE, there is no obligation to employ a dedicated investor relations person.
Reduced IPO costs
The IPO process on the BEAM market is faster and cheaper than on the main market of the BSE. This is extremely important for startups with limited resources as it reduces the financial burden and makes going public more affordable.
Increased brand visibility and recognition
Trading a company’s shares on the BEAM Growth Market increases its visibility and enables it to build credibility with investors, potential customers and the general public. This is particularly important for startups that need visibility to attract attention in the market.
Access to a wider range of investors.
Once a company goes public, it gains access to a larger number of investors, including institutional investors, funds and individuals. This broadens the financing options and allows for more capital to be raised.
Opportunity for subsequent capital raising
Following a successful IPO, the company can continue to raise capital through secondary offerings and other financial instruments, which is essential to fund future growth and expansion.
Strategy for a Successful IPO: The Role of Marketing
A successful IPO in the BEAM growth market requires not only financial preparation and compliance, but also a sustainable marketing strategy. Marketing plays a key role in attracting investors and increasing the value of any company wishing to IPO on the regulated markets of the BSE.
The first step in a successful strategy is to develop a business plan that is not only well-structured, but also easy for potential investors to understand. It should clearly show what the vision of the company is, what the growth plans are and how the financial goals will be achieved.
Next is the creation of a sustainable marketing strategy, which also plays a key role in the success of an IPO in the BEAM growth market. It will provide the company with the necessary visibility to potential investors. It is important that this marketing strategy is developed by an experienced professional who understands the dynamics of the capital markets and the specific needs of the target audience.
A trusted marketing strategist and consultant can identify the key messages and communication channels that will resonate with investors, and also anticipate and overcome potential challenges. Hiring such an expert (consultant) not only increases the chances of a successful IPO, but will also ensure long-term growth and stability after the IPO by building credibility and reputation in the eyes of investors.
How can you raise the necessary capital for future growth using the“BRAVO Method“?
If the question “What is this BRAVO method?” pops into your mind, stay with me until the end of the article to find out how it assists organizations to create sustainable business processes that attract, persuade and sell. BRAVO is my proprietary methodology of working that has helped over 800 entrepreneurs and startups around the world over the past 25 years to increase their sales and build a company worth millions.
And yes, I have been personally involved in the process of two successful IPOs in just 18 months between 2024 and 2025.
What lies beyond the acronym BRAVO?
B is for Brand Purpose
The first element of BRAVO reflects the strength of your business’s added value:
- What is your mission?
- What values do you profess?
- What is your “WHY”;
- Why did you decide to develop in this particular field of activity?
- What benefit do you bring to your customers?
Placing emphasis on these aspects not only highlights the uniqueness of the company, but also builds trust among investors looking for long-term and sustainable business models.
R for Relevant Target Audience
Identify potential investors who might be interested in the sector you and your company are in. Research what their wants, needs, habits and fears are. It is also important to note what their motivations, interests and what they are looking for in an investment, and as a result tailor your marketing messages to them.
A is for Archetype Branding
Using Carl Jung’s brand archetypes helps create a deeper emotional connection with investors. Choose an archetype that matches your brand values and identity. This will not only help you create a recognizable brand, it will also set you apart from competitors.
For example: the technology company and insurance broker Boleron, whose IPO I was involved in (advising the company on marketing strategy and approaches) carries the primary archetype of the people, and its secondary is that of the “Creator,” which determined key aspects in the communications strategy for the IPO. The archetype of the People emphasizes the accessibility and democratic nature of the services, while the archetype of the Creator adds the innovative and technological perspective of the company.
In terms of IPO marketing strategy, these archetypes dictated the following marketing approaches and tactics in the pre-IPO communications campaign:
- Communication focused on the broad accessibility of the investment opportunity;
- Emphasising the democratic nature of public supply;
- Focus on the benefits to society and how the company serves people;
- Highlighting innovative technology solutions;
- Focus on future development and vision for growth;
- Highlighting the ability to create new products and services.
V for Unique Value Proposition
Determine what makes your business unique and how investors will benefit from working with your company. Your unique value proposition should be clear, concise and memorable.
O as Omni-Channel Marketing Presence and User Experience
“The more, the more”.
This is a quote from one of my favourite books – Winnie the Pooh – and applies with full force when choosing communication channels to reach potential investors.
Communication channels can include digital marketing components such as your company’s website, social media, email marketing, PR articles in authoritative media, etc., as well as traditional marketing components such as radio, television, participation in conferences and events to present your company to investors and other stakeholders, etc. All of these together play an important role in the execution of the overall marketing strategy.
The initial public offering on the BEAM market of the BSE is a strategic opportunity for startups seeking funding for growth and development. A successful IPO requires careful preparation, a sustainable marketing strategy and clear communication with investors.
The BRAVO method, combined with professional support, can help startups achieve their goals and attract the capital they need for future growth. Marketing is an investment that not only ensures the success of a public offering, but also builds long-term value for the company. Through it, you can not only attract investors, but also turn them into partners on the road to your success.
If you have an IPO coming up, or are even just considering the idea – ask me for testimonials from clients I’ve worked with and request a time to meet to talk about what and how I can be helpful.
