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Preface 5<br />

Duncan Niederauer<br />

Chief Executive Officer, NYSE<br />

Introduction 7<br />

Advantages of a NYSE listing<br />

NYSE<br />

1. Why go public? 9<br />

1.1 Advantages of conducting<br />

an IPO 10<br />

J.P. Morgan (Investment Banking)<br />

1.2 Potential issues 10<br />

J.P. Morgan (Investment Banking)<br />

1.3 Going public without<br />

an offering 11<br />

J.P. Morgan (Investment Banking)<br />

2. Preparing to go public 13<br />

2.1 Choosing advisors 14<br />

J.P. Morgan (Investment Banking)<br />

2.2 Financial information 15<br />

KPMG LLP<br />

2.3 Antitakeover defenses and other<br />

governance matters 24<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

2.4 Providing for employees 26<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

2.5 NYSE Governance Services:<br />

Reviewing and verifying your<br />

program, meeting regulatory<br />

standards 29<br />

NYSE Governance Services<br />

3. The IPO process 31<br />

3.1 Process timeline 32<br />

J.P. Morgan (Investment Banking)<br />

3.2 SEC registration 33<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

3.3 Prospectus 35<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

3.4 Underwriting, marketing,<br />

and sale 40<br />

J.P. Morgan (Investment Banking)<br />

4.The IPO on-ramp under<br />

the JOBS Act 43<br />

4.1 The JOBS Act: Emerging<br />

growth company status 44<br />

Fenwick & West LLP<br />

4.2 Advantages of emerging<br />

growth company status 44<br />

Fenwick & West LLP<br />

4.3 Process timeline 45<br />

Fenwick & West LLP<br />

4.4 Conclusion 47<br />

Fenwick & West LLP<br />

5. IR and communications 49<br />

5.1 Preparing an IPO<br />

communications strategy 50<br />

FTI Consulting<br />

5.2 Communicating with the market<br />

post-IPO 52<br />

FTI Consulting<br />

5.3 Employee and business<br />

partner communications 55<br />

FTI Consulting<br />

5.4 Legal framework for<br />

communications 56<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

5.5 Market intelligence and<br />

surveillance 57<br />

Ipreo<br />

5.6 Investor targeting and outreach 59<br />

Ipreo<br />

5.7 Market perception feedback 60<br />

Ipreo<br />

5.8 Investment community<br />

database and CRM 61<br />

Ipreo<br />

6. Obligations of a public company 63<br />

6.1 Reporting and compliance<br />

requirements 64<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

6.2 Listing standards 69<br />

NYSE<br />

6.3 Trading and repurchases 70<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

6.4 Ongoing compliance<br />

obligations 71<br />

NYSE Governance Services<br />

7. A public company and its<br />

shareholders 73<br />

7.1 Proxy statement and<br />

annual meeting 74<br />

Morrow & Co., LLC<br />

7.2 Providing shareholders<br />

with proxy material 74<br />

Morrow & Co., LLC<br />

7.3 Ownership reporting by<br />

shareholders 76<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

7.4 Reporting by insiders 77<br />

RR Donnelley<br />

7.5 Related party transactions 78<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

7.6 Share ownership mechanics 79<br />

Morrow & Co., LLC<br />

8. Managing risk 83<br />

8.1 Liability standards 84<br />

Cleary Gottlieb Steen &<br />

Hamilton LLP<br />

8.2 Class action and derivative<br />

lawsuits 85<br />

Marsh<br />

8.3 Indemnification 87<br />

Marsh<br />

8.4 D&O liability insurance 89<br />

Marsh<br />

8.5 Personal risk management 93<br />

Marsh<br />

8.6 Managing compliance risk 94<br />

NYSE Governance Services<br />

2 NYSE IPO Guide

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