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A securities exchange introduction and listing are done principally in order, if it is necessary, to finance the company through a new issuance of shares or other securities. Another important purpose is to offer existing owners a marketplace where they can sell their shares and at the same time give new owners an opportunity to buy shares in the company. After a listing the shares are "liquid", i.e., can be converted to cash.
Liquid shares are associated with lower risk as compared with unlisted shares, since the shareholder can more easily sell the shares if she or he does not like the developments in the company -- you can "vote with your feet". When the risk is diminished, the share's price ought to rise after a listing -- which is not always the case.
When a company chooses to list its shares on a securities exchange, the requirements for information disclosure increase. The company must accept the rules of the securities exchange in some form of listing agreement. The intention of these rules which the companies must follow is to protect investors, e.g., by requiring correct information and, to the extent possible, preventing insider trading in the shares.
Circumstances and changes which affect the share's market price must be made public, including, among other things, financial information, information on material changes in ownership, and changes in key-management. No one is supposed to be able to profit by trading in shares based on information which is not public or which is misleading.
A listing on a securities exchange is a very extensive and demanding process. It takes at least a year to prepare a company for a securities exchange, to make the company "exchange ready" and to effectuate the listing. What is absolutely the most important thing is to understand and determine the purpose of the listing, for example:
- The company needs capital and will make a new issuance of securities at the same time as the listing.
- The company already has a large number of owners and must arrange for regulated trading in its shares.
- The main owners want to make an "exit", i.e., to sell their shares to new owners in conjunction with the listing.
- The company wants to facilitate part-ownership for key persons and employees.
- To make the company better known, to increase attention and to strengthen the trademark.
A listing process contains a large number of activities, among other things to:
- Select financial advisors.
- Develop a time plan and a budget.
- Select a securities exchange and register for listing.
- Update the company's business plan, adapt it to the prospectus.
- Adapt the certificate or articles of incorporation, terminate any shareholders agreements, etc.
- Carry out a Due Diligence (DD).
- Overhaul the Board of Directors and the management so that these satisfy the exchange's requirements for exchange-related experience.
- Go through financial information, capital needs, reporting structure and adapt financial goals.
- Develop and adapt reporting for external information (quarterly reports, press releases, etc.).
- Hold the shareholders meetings which are needed to adapt the company to compliance with the rules of the securities exchange that has been chosen.
- Establish goals for ownership structure, investors and expansion (number of owners).
- Value the company and set the price of the shares.
- Make application for listing.
- Do a "road show" in order to meet investors and analysts so as to sell the shares.
- Prepare a prospectus and get it approved by the relevant governmental authorities and the securities exchange that has been chosen.
- Information to employees, customers, suppliers.
- Strategy for PR and media.
- Update the homepage -- don't wait till the last minute for this!
- Etc.
A conclusion is that the preparations must be begun in good time before the target date for the listing. An effective project leader and project management are needed in order to coordinate activities among the owners, the Board of Directors, the company, advisors, governmental authorities, and the securities exchange that has been chosen. Last but not least, all costs must be monitored throughout the entire process -- the total cost of the listing is going to be a significant item for the company.