The Kite Factory

Performance marketing agency

July 2017

£6.6 million investment

“KCP are very supportive investors – they have a depth of experience working with SMEs to help them double in size and, while taking an active interest in the business, they empower management to get on with the job. They’re good guys to work with and provide a valuable external perspective”

Mike Colling, Co-Founder | The Kite Factory

The business...

The Kite Factory is an independent, London-based performance marketing agency, providing media and planning services to charity, online, gym, financial and retail businesses. Using their proprietary analytical tools, they design and purchase media campaigns to meet the client’s business objectives. Their appraisal of the marketing performance enables the business to reallocate media spend away from ineffective channels, focusing on the successful channels and campaigns. As a result, the client's business achieves increased profitable growth.

The deal...

TKF was founded in 2006. The business was run as a lifestyle business until 2013. Over the next four years, significant changes were made to the management team and the processes, to build a professional performance media business with sustainable profit growth.

The shareholders were looking to crystallise some of the value they had built and raise £1 million of development capital to further develop their propriety software tools and support a selective buy and build strategy.

KCP supported the equity release/development capital transaction in July 2017 with an £6.6 million investment.

KCP value-add...

Since our investment we have:

  • Supplemented and restructured the senior management team, including recruitment of a Non-Executive Chair, CEO, and CFO and building the middle- tier management team
  • Invested in the software tools enabling the business to increase operational efficiency
  • Supported the senior team through significant management and client changes and the development of a 3-year strategic and exit plan