In a recently published FundFire article entitled “Blackstone Fires Up New Direct Lending Biz,” Tom Stabile describes the potential challenges Blackstone may face when venturing into a new market with a new set of products. To read the full article, please click here.
Hank Hakewill, Senior Advisor to XA Investments on Marketing and Communications, contributed to the article. Blackstone’s strategy should include leveraging its brand and existing client base to ensure a successful launch of the new business, he explains.
In addition to cross-selling product and capitalizing on the firm’s brand, Hakewill notes that Blackstone will have to overcome the usual challenges associated with launching new product in an arguably saturated market. Developing an edge relative to the competition will be a key component of Blackstone’s success, Hakewill says. “Consultants will be willing to listen, but it still has to be a good story.”