In this episode of our podcast series "Road to IPO" we focus on the equity story. The attractiveness of a company in the perception of investors (also "window dressing" or "Die Braut hübsch machen") is a basic requirement for a company to be successfully traded on the stock exchange. This makes the equity story, along with the readiness for the stock market, one of the most important core elements for a successful investor approach in the context of an IPO. The motto is "Fit for the stock exchange, fit for the market".

Klaus Rainer Kirchhoff, CEO of Kirchhoff Consult AG, and Dr. Andreas Zanner, Partner at CMS, are in discussion with moderator Joël Kaczmarek.

The following questions will be answered in this podcast episode:

• What does it mean "Die Braut hübsch machen"?
• What are the most important criteria for being stock market ready? Which kind of story is interesting for investors? Which key facts must be included in the equity story?
• When should investors be addressed?
• How is the process structured? When should planning begin?
• How important is the decision for a listing venue?
• What are capital market partners and how do they support the process?

Guests