Pitching Thought Leadership with a Podcast Prototype for Caplight

Project Overview

Caplight operates within the specialized domain of private markets, an area seeing steady growth as more companies choose to remain private. With a limited yet highly targeted audience of brokers, investors, and financial institutions, finding unique marketing avenues to build brand awareness is critical. In my role as Head of Design, I identified a gap in business and finance podcasts focused on private markets and proposed a podcast to position Caplight as a thought leader in this space. This case study highlights the steps I took to prototype the concept and validate its viability for Caplight’s small but growing team.

Objectives and Requirements

Caplight’s brand-building efforts in the private markets space required a strategic, low-cost, high-impact approach to reach our specialized audience. Given the constraints of a small team, producing a podcast required a lean, adaptable prototype to assess its potential without overstretching resources. My objectives were:

• Validate the concept of a thought leadership podcast focused on private markets.

• Produce a prototype with minimal resources to gauge team interest and feasibility.

• Create a compelling, informative, and brand-aligned format to reach private market professionals.

• Define potential hosting options and assess sustainability for future execution.

1. Identifying the Marketing Gap: Podcasting in Private Markets

Through research into business and finance podcasts, I discovered a significant gap in programming specifically for the private markets space. Podcasts have become a popular platform for industry leaders to share insights, but no existing options directly addressed the unique challenges and opportunities in private markets. Recognizing this gap, I proposed a podcast as a way for Caplight to establish thought leadership, connect with its audience, and build brand visibility.

2. Evaluating Potential Hosts and Formats

Given our limited resources, I identified three possible formats for hosting the podcast, each with its own benefits and considerations:

1. CEO-led Podcast: The first choice was to have Caplight’s CEO and co-founder, Javier, host weekly episodes. His direct engagement would position Caplight as a credible authority, with episodes featuring brokers, financial leaders, and industry experts discussing key market events and insights.

2. Business Development Representative as Host: The next option was to have a member of the business development team take on the host role, maintaining an insider perspective without requiring the CEO’s direct involvement. This would allow a similar format but reduce the time commitment for our CEO.

3. Media Personality for a News-Focused Show: The third option considered using a media personality within Caplight to lead the podcast, focusing on industry news and commentary rather than interviews. This approach would require the least scheduling complexity and provide more flexibility in content.

These options presented different levels of brand association and resource demands. Ultimately, I decided to create a short prototype to test the podcast’s appeal.

3. Prototyping a Podcast with Minimal Resources

To prototype the podcast, I set a goal to produce a 7-minute episode in under an hour. This time constraint allowed me to gauge whether the podcast format could be implemented sustainably, especially with limited team resources.

Leveraging AI to Generate Content

To create the prototype efficiently, I leveraged AI to draft an initial script. Using ChatGPT, I converted one of Javier’s recent LinkedIn posts on private market trends into a podcast script. This approach provided a foundation that I then edited, adding conversational language to ensure the script sounded natural and engaging.

Voiceover and Audio Production

After finalizing the script, I recorded a voiceover, paying attention to tone and clarity. Feedback later suggested that the initial voiceover might have sounded “too professional” or even “too sexy” for the tone of Caplight. However, it provided a solid base for future adjustments in voice presentation.

For the background music, I used two corporate-style tracks I had previously recorded and extended them to fit the podcast length. This background track added a polished feel without requiring new audio production resources.

Quick Branding and Presentation

To share the prototype with the team, I designed a temporary sub-brand and mocked up a simple podcast page in Framer. This visual representation provided context for how the podcast could be presented publicly and highlighted the potential brand value Caplight could gain from the project.

Check out the demo for yourself

4. Gathering Feedback and Validating Potential

Once the prototype was ready, I presented it to the leadership and team. The response was overwhelmingly positive:

• Engagement: The team found the podcast both informative and engaging, and they commented on how it made complex content more digestible compared to reading a LinkedIn post.

• Tone and Style Feedback: The voiceover feedback—specifically that it was “too sexy”—underscored the need to adjust the tone to better match Caplight’s professional image. This feedback gave clear direction for refining future voiceovers to align with Caplight’s brand.

• Resource Requirements: The general consensus was that while the podcast had strong potential, it would need dedicated resources post-Series A to produce consistently.

This feedback validated the concept’s potential for thought leadership in private markets, confirming that a podcast could become a valuable marketing tool for Caplight.

Next Steps: Pausing and Planning for Future Execution

With positive initial feedback, the strategy to pursue a podcast was confirmed; however, product development priorities led us to place the initiative on hold temporarily. Once Caplight secures Series A funding, the podcast concept will be revisited with dedicated resources. The next steps will include:

1. Defining a Consistent Content Plan: Establishing themes, episode structure, and key content pillars that align with Caplight’s brand voice.

2. Refining the Voice and Tone: Based on feedback, adjusting the voiceover approach to strike the right balance between professionalism and engagement.

3. Identifying a Sustainable Hosting Model: Re-evaluating hosting options to ensure a consistent, high-quality output that doesn’t strain team resources.

Final Reflections

This project underscored the value of proactive exploration in marketing, particularly in a niche industry like private markets. By developing a quick, resource-efficient prototype, I demonstrated a low-risk way for Caplight to test new brand-building strategies. The podcast prototype highlighted Caplight’s potential to establish thought leadership in private markets and opened the door to future marketing innovations.

Key Outcomes and Lessons

• Validated the Podcast Concept: Positive team feedback indicated that the podcast format could increase Caplight’s brand reach and engagement with a high-value audience.

• Refined Brand Tone through Experimentation: The voiceover feedback provided valuable insights into how Caplight’s brand voice can be fine-tuned for audio formats.

• Set the Stage for Future Marketing Initiatives: With a solid concept and prototype, Caplight now has a validated framework for a podcast to be revisited once the team has additional resources.