1. CUSTOMER SUCCESS
Cherry Tree Business Challenge
"We know when our Cherry Tree is a financial advisory firm that offers investment banking, investment management and
clients use Firmex, they wealth management services. Established in 1980, their mission statement is to provide seasoned
are going to consistently advice to entrepreneurial leaders of special skill and character in order to help them pursue innovative
receive a high quality business strategies; and to connect those leaders to investors and corporations with patient capital,
Virtual Data Room shared goals and enthusiasm for the Entrepreneurial Economy. One of the areas of advice that is
experience. That is why routinely given to companies looking to engage in Sell-side M&A is the use of Virtual Data Rooms.
we don't hesitate to Virtual Data Rooms are an effective tool for organizing and providing transparency to the due diligence
recommend them." process of an M&A or fund raising transaction. Cherry Tree regularly advises their clients to use Virtual
Wayne Atkins, Data Rooms as a cost effective approach to sharing the highly confidential information required in these
Managing Director critical business processes. "When we recommend a Virtual Data Room, we need to be assured that
Cherry Tree Companies the provider we recommend is going to deliver the value and service that our clients have come to
expect from us," stated Wayne Atkins, Managing Director and Head of Cherry Tree's Strategic Advisory
practice. "This was often challenging, until we discovered Firmex."
Assured Value Delivered Consistently
When using a Virtual Data Room to facilitate the due diligence process during an M&A transaction,
users need a solution that is easy to set up and use and that is secure and reliable. "The tool needs to
enable the due diligence process, not stand in its way", discussed Wayne Atkins. "If it doesn't have the
features to support the transaction, or if it's too complicated to use, our clients won't be happy." Cherry
Tree has been recommending the Firmex data room to its clients for the last three years. "Firmex is a
preferred vendor when advising our clients on using a Virtual Data Room," explained Atkins. "We have
used many of the data rooms available. Firmex is on par with the larger providers in terms of
functionality, but when you consider the usability, all-inclusive service and cost certainty of the Firmex
offering, it is one of the best values on the market."
Superior Service & Complete Cost Certainty
Superior service is very important to Cherry Tree. When recommending complementary services such
as a deal room, Cherry Tree is very careful about the providers they recommend. They need to have
assurance that the provider they are putting their name beside is going to deliver the same superior
service Cherry Tree would - with every transaction and every interaction. The Firmex solution offers
unlimited training and expert 24/7/365 support included in its price. In addition to the training they
receive at signup, clients are able to refer to a rich and searchable knowledgebase, with video
demonstrations. "When we recommend complementary services, it is analogous to putting our own
name on it," indicated Wayne Atkins. "We are confident that when our clients use Firmex, they are going
to consistently receive a high quality Virtual Data Room experience. This is important to us. That is
why we don't hesitate to recommend them."
In an uncertain market, cost certainty is fast becoming a competitive advantage. Cherry Tree likes the
Firmex fixed price model because they are assured that the price quoted is the price their clients will be
charged. This is because Firmex does not count pages, documents or deal rooms and charge on top
of the subscription at the end of the deal. "Transparency is very important in a deal and helps build
trust with clients," Atkins added. "Firmex understands our values and guarantees that they will uphold
them."
Cherry Tree has been referring Firmex since 2009 and has been very happy with the level of service and
value that Firmex delivers to their customers.
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