Thanos Operation Success Model

Satisfaction, Information and Fund Factors Analysis

The Importance Financial Advisors Place on Mutual Fund Information Sources (G to L)

1. Comprehensive Data Sources (Morningstar and Lipper)

2. Independent Rankings (Morningstar and Lipper)

3. Advisor Company Research

4. Wholesaler/Distributor Information

5. Fund Company Literature

6. Fund Prospectus

7. Fund Advertising

8. Publications such as Money

Information Sources that are Most Important to Individual Investors (G to L)

1. Performance Rankings

2. Advertising

Fund Characteristics Most Important to Financial Advisors

1. Performance Relative to Funds with Similar Style

2. Fund Objective

3. Fund Risk

4. Fund Manager Tenure

5. Fund Manager Reputation

6. Absolute Fund Performance

7. Fund Age

8. Fund Expenses (Including Commission)

9. Tax Efficiency

10. Number of Fund Holdings

11. Fund Size

12. Number of Funds in Fund Family

13. Fund Load

14. Fund 12b-1 fee

Most Important Categories Within Fund Characteristics

1. Level of Risk and Return relative to funds objective class

2. Fund Manager

Fund Characteristics Most Important to Individual Investors

1. Absolute Fund Performance

2. Fund Manager Reputation

3. Number of Funds in Fund Family

4. Fund Expenses (Excluding Commision)

5. Fund Objective

Financial advisors that rate fund advertising higher tend to show lower satisfaction in commitment level of their clients as well as overall productivity in generating sales. Therefore, we must do our best to rely on information that is not advertised by the companies that we choose to include in our fund. Rather we rely on comprehensive data sources and analysis that is less biased and better able to give us data that allows us to properly evaluate firms from top to bottom.

It is also important that we use scholarly sources and/or sources obscure to investors. Data shows that advisors whose information sources match that of investors are believed by investors to be adding less value. Data also shows that when advisors are able to conclude and explain to investors why one particular fund is better than another with the backing of their own independent research clients are much more likely to feel as if they are receiving valuable information from their advisors. We must keep this in mind as we continue to shape our fund. We must create a fund with the goal of being better than other funds. We must not only be better but be able to articulate why we are better. In addition, we must identify our audience clearly and be able to relate to them the value of our fund in terms they can understand.

Of the fund factors displayed above, the ones most correlated with satisfaction with the commitment level of investors to their advisors are of the top 6 most important fund characteristics according to advisors. Fund factors that were most correlated to satisfaction in ability to generate sales were of the top 4 fund characteristics according to advisors. Moreover, financial advisors that are able to display thorough investing knowledge outside of the mere performance numbers of funds are much more likely to elicit consumer confidence. Therefore, as we strengthen the identity of Thanos Equity we must keep this data in mind and implement a fund that will allow us to confidently and honestly say that our performance relative to other funds with similar style, fund objective, fund risk, fund manager tenure, fund manager reputation, and absolute fund performance are indisputably better and more impressive than that of our competition. It is the job of our individual fund managers, analysts, and advisors to continually expand and relate knowledge they have acquired in order to create a professional and robust environment, not only for ourselves but for our investors. In conclusion, we have identified the several areas that account for higher levels of expected satisfaction from our clients. These all fall under the ability to individually and collectively present ourselves as incredible assets in the investment decision-making process of our clients. In order to do so we implement sophisticated decision-making processes that are unavailable and outside the realm of expertise of even the above-average investor. We use independent research sources and strengthen our objective fund characteristics in order to demonstrate our excellence as a firm, individually and collectively. Finally, we seek to display the greatest knowledge and most objective information possible in order to amass the highest levels of satisfaction in customer loyalty and generation of sales possible.