Venture • Marketing

Five Elms Capital Invests In Outfit

On February 4, 2020, growth capital firm Five Elms Capital invested in marketing company Outfit

Investment Context

This is Five Elms Capital’s 1st transaction in the Marketing sector.
This is Five Elms Capital’s 1st transaction in Australia.

Investment Fate

Outfit was sold to a publicly-traded strategic buyer in 2022.

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Investment Summary
Date	February 4, 2020
Target	Outfit
Sector	Marketing
Investor(s)	Five Elms Capital
Deal Type	Venture

Target Company

Outfit

Brisbane, Australia

Outfit is a provider of enterprise brand management solutions. Outfit allows amplifying the power of brands through automated marketing production. Outfit was founded in 2015 and is based in Brisbane, Australia.

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Investor Overview 1

Investor

Five Elms Capital

Kansas City, Missouri, United States

Investor Investor

Category	Growth Capital Firm
Founded	2006
PE ASSETS	3.0B USD
Size	Large
Type	Sector Agnostic

DESCRIPTION

Five Elms Capital is a private investment firm focused on investing in and partnering with founder-owned bootstrapped business services companies. The Firm will consider providing growth capital or to support shareholder liquidity needs. The Firm typically looks to invest $15 to $150 million of equity capital per transaction. Five Elms Capital was formed in 2006 and is based in Kansas City, Missouri.

Deal Context for Investor	#
Overall	26 of 31
Sector: Marketing	1 of 1
Type: Venture	16 of 19
Country: Australia	1 of 1
Year: 2020	4 of 6

PREVIOUS DEAL

DATE	TARGET	DEAL TYPE	VALUE
2020-01-30	LaborChart Overland Park, Kansas, United States LaborChart is a provider of workforce management software for specialty contractors and self-performing general contractors. LaborChart deepens the office and field connection by empowering contractors to better schedule, manage, forecast, and communicate with their workforces, ultimately improving profit margins. LaborChart was founded in 2014 and is based in Overland Park, Kansas.	Buy	-

DATE

TARGET

DEAL TYPE

VALUE

2020-01-30

LaborChart

Overland Park, Kansas, United States

LaborChart is a provider of workforce management software for specialty contractors and self-performing general contractors. LaborChart deepens the office and field connection by empowering contractors to better schedule, manage, forecast, and communicate with their workforces, ultimately improving profit margins. LaborChart was founded in 2014 and is based in Overland Park, Kansas.

Buy

FOLLOWING DEAL

DATE	TARGET	DEAL TYPE	VALUE
2020-03-10	Lumar.io London, United Kingdom Lumar provides true scalability of SEO data via its cloud-based platform that is much better suited to the needs of large enterprises compared to locally-based crawlers that run on a user’s computer. DeepCrawl’s enhanced API provides users the ability to connect to productivity tools like Jira, Trello, and Asana and plug custom data sets into dashboarding platforms like Tableau, Microsoft Power BI, Klipfolio and Data Studio. Lumar was founded in 2010 and is based in London, United Kingdom.	Buy	-

DATE

TARGET

DEAL TYPE

VALUE

2020-03-10

Lumar.io

London, United Kingdom

Lumar provides true scalability of SEO data via its cloud-based platform that is much better suited to the needs of large enterprises compared to locally-based crawlers that run on a user’s computer. DeepCrawl’s enhanced API provides users the ability to connect to productivity tools like Jira, Trello, and Asana and plug custom data sets into dashboarding platforms like Tableau, Microsoft Power BI, Klipfolio and Data Studio. Lumar was founded in 2010 and is based in London, United Kingdom.

Buy

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