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CROWDFUNDING has arrived! Cogswell College of Silicon Valley CJ Cornell @CogswellCollege C.J. Cornell @cjcornell Cogswell Polytechnical College @Cogswell_Ent

Cogswell College - Handson Crowdfunding Workshop - March 29

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Crowdfunding is becoming a formidable new way to fund new entrepreneurial projects and companies – particularly for creative projects and innovative design products. But this new world of crowdfunding has a new set of rules, and requires new techniques and approaches – from crafting a pitch to creating videos to new legal and marketing issues. In this workshop, you’ll learn, hands on: How to prepare your idea or company to attract crowdfunding; How to conduct a successful crowdfunding campaign using social media, and How to leverage your crowdfunding campaign into broader entrepreneurial success. You’ll learn the best-practices and methods of writing to attract funding, and to create a compelling crowdfunding video yourself, using low cost equipment and free software tools. - See more at: http://entblog.cogswell.edu/crowdfundingworkshop-march

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Page 1: Cogswell College - Handson Crowdfunding Workshop - March 29

CROWDFUNDING has arrived!

Cogswell College of Silicon Valley – CJ Cornell @CogswellCollege

C.J. Cornell @cjcornell Cogswell Polytechnical College @Cogswell_Ent

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CJ Cornell is ...

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concept

IPO (market share,

revenues etc )

Product (Risk, growth)

Entrepreneurial Growth concept->product->market->profit

$ $

$

$

Venture Capital

Angels (accelerators/incubators)

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$28+ Billion

that’s with a “B”

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3,900

VC deals in 2013

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1,900

# seed/early stage deals

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1,900

# lottery millionares in US each year

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Source: http://theyec.org/making-sense-of-the-jobs-act-and-crowdfunding-infographic/

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Crowdfunding

Crowdfunding

concept

IPO (market share,

revenues etc )

Product (Risk, growth)

Entrepreneurial Growth concept->product->market->profit

$ $

$

$

Venture Capital

Angels (accelerators/incubators)

Crowdfunding

Crowdfunding

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What is Crowdfunding ?

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The safety of crowds

The passion of crowds

The wisdom of the crowds

Crowdfunding

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Crowd FUNDING: (1)

soliciting & collecting

relatively small amounts of money (“funding”)

from a large number of people (“the crowd”)

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Crowd FUNDING: (2)

many individuals (the crowd)

coming together to support* ideas**

by other individuals and organizations.

Support = Funding, feedback, expertise, connections and more

Ideas = concepts, projects, products, activities, services,, causes, events etc …

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• Source – http;//crowdfunder.com Currently “kinda-sorta” legal in US – Sept 23rd 2013

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Equity Crowdfunding ...

is here

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Jumpstart our Business Startup (JOBS) Act 5 April 2012 (& Aug 2012, & Dec 2012 ….)

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• Equity Crowdfunding - not (really) in the USA yet.

• JOBS act (April 2012) technically enables CF – but has

not yet been approved by SEC.

• No documented fraud in USA or other areas.

• Equity CF is for “high growth companies” seeking

significant funding from experienced investors

• Will dramatically change in 3-5 years (CJ prediction)

www.propelarizona.com

WYNTK (what you need to know)

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September 23rd

This is both GREAT news and BAD news

1. “General Solicitation” is allowed

2. But “Accredited Investors” ONLY

3. You must FILE w/SEC Prior

4. Investors must provide documentation

SEC Changes some 80-year old rules (“506c”)

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Rewards based,

“contribution” crowdfunding

The Kickstarter model –

‘donations’

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“THE KICKSTARTER MODEL” Rewards-based, Donation Crowdfunding:

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ALL OR NOTHING

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Perks &

Rewards

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Updates (and Blogging)

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Updates (and Blogging)

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Comments & Engagement

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Source: http://KickstartersHQ.com

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WHY … Do people Crowdfund?

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Lessons from Ethan Mollick’s “The Dynamics of Crowdfunding: Determinants of Success and Failure”

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3 Why’s: 1. They connect to the greater purpose of the campaign

2. They connect to a physical aspect of the campaign like the rewards

3. They connect to the creative display of the campaign’s presentation

three main reasons why

people unconnected to a

project or business would

support it:

What Is Crowdfunding And How Does It Benefit The Economy - Forbes

http://www.forbes.com/sites/tanyaprive/2012/11/27/what-is-crowdfunding-and-how-does-it-benefit-the-economy

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The Real (Crowdfunding)

Why’s

• Passion

– For the technology

– For the industry

– For the cause

– For the product

• Affinity

– For the Entrepreneur

– For the region, industry etc

• Connection

• Every reason BUT R.O.I. …

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emotional ROI. Not financial ROI

WYNTK (what you need to know)

Crowdfunding is about …

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(when crowdfunding …)

“its not what you do, but why you do it,”

WYNTK (what you need to know)

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http://trendwatching.com/trends/infographics/presumers/

“Consumers who want products before they are developed”

Pre-orders

Early adopters

Supporters

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UH OH … The Kickstart Model..

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1. Crowdfunding = New “1st Money” for ventures ($10k - $50k average– but wild exceptions)

2. Equity Crowdfunding is Still Far away

3. Rewards based Model IS Crowdfunding today

4. All or Nothing Crowdfunding – Standard

5. Perks and Rewards: Pre-order Crowdfunding

6. Social Media & Content Intensive

www.propelarizona.com

WYNTK (what you need to know)

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What does success

look like?

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• The iPhone-friendly Pebble watch earned $7.6 million more than its $100,000 goal.

• And the Galileo iPhone platform closed its Kickstarter campaign at $702,000, far surpassing its $100,000 goal.

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• Ouya raised $2 million in one day for a new Android gaming console (it’s raised more than $5 million to date),

• the Nifty MiniDrive, external memory for Apple MacBooks. The tiny storage company is more than 2,000% above its $11,000 goal with 15 days left in the campaign.

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What do successful

campaigns have in

common?

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http://www.kickstarter.com/projects/thejumpshot/jumpshot-a-new-weapon-to-

battle-pc-frustration?ref=category

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http://trendwatching.com/trends/infographics/presumers/

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Successful campaigns took an average 11 days preparing for their launch.

http://blog.indiegogo.com/2013/01/12-insights-for-2012.html

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Campaigns ran an average 49 days in 2012, as opposed to 60 in 2011.

Successful campaigns fundraised for 39 days.

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Crowdfunding Myths & Mistakes

• Myth #1: If You Build It, They Will Come

• Myth #2: Cash is Free

• Making it about you

• Unrealistic Expectations

• Lack of clarity

• No call to action

• Expecting to be found: (No Marketing)

• Ignoring Small Donations/Donors

http://kickstartershq.com/articles/5-project-crushing-kickstarter-mistakes-how-to-avoid-them

http://www.crowdsourcing.org/document/3-big-crowdfunding-myths-via-funderhut/23804

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www.propelarizona.com

WYNTK (what you need to know)

Successful Crowdfunding

Campaigns Focus on

The new 4 P’s …

the

1. the

2. the

4. the

3.

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focus on “them” –

not your company

WHO are they?

What motivates them?

Interests, Values …

the

1. The new 4 P’s of

Crowdfunding ..

www.propelarizona.com

the

2. You are pitching to “them”

TELL A STORY !!

WHY is more important than $$

VIDEO(s) & VISUAL(s)

Tell the story in small ‘chapters’

VIDEO(s) & VISUAL(s)

And even smaller “sound bites”

Give them a Story they

can tell to others.

the

3. $$ Value is a negative driver !

UNIQUE

It’s about THEM

EXCLUSIVE

And what is important to “Them”

FIRST

Make sure it is …

BUZZWORTHY

the

4. It’s a daily/hourly effort …

SOCIAL MEDIA

It’s a conversation …

UPDATES, BLOGS, NEWS

Provide Value, and Talking Points

RE-POST, TWEETable

It’s about … for their network

VALIDATION & EVIDENCE

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Crafting a

Successful

Crowdfunding Campaign

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Some initial rules ….

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1. Crowdfunding takes work, new skills.

2. It takes a strategy, and preparation.

3. The rules are different.

4. You can’t just post and run …

5. It’s a public success or failure – that “stays on your resume”

www.propelarizona.com

WYNTK (what you need to know)

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Components

of a

Crowdfunding Campaign

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Title & Short Description • (repeatable & compelling)

Long Description (“The Pitch”) • Make it a story … about “them”

Visuals: Video, Photos, Images

Team, Deliverables, Details

Perks & rewards

Funding Goals: Amount and Timeframe

Updates & SOCIAL MEDIA CAMPAIGN • Repeatable Messages

• Daily “routine”

• Traditional marketing too

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Crafting the “Pitch”

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First: Who What Why When …

• The 3 Who’s:

– Who are the donors? (affinity & passion)

– Who is benefits? (the market)

– Who are you?

• The 3 Why’s

– Why would your donors care?

– Why does the market care?

– Why are you the right team to do it?

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First: Who What Why When …

• What is your project & goal?

– Understandable & Simple

– Compelling & Intriguing

– Repeatable & Memorable

• How and When

– How will you achieve your goal? Realistic?

– When, after funding? When will I get my perks?

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Other Tips

• Tell a story

• Make it about them

• The History of the idea is intriguing

• What is the Impact? – why is this important?

• Try a FAQ

• Call to action – get them involved!

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Exercise –

Craft the Pitch

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Crafting your Pitch Title & Short Description

•(repeatable & compelling)

Long Description (“The Pitch”) •Make it a story … about “them”

Visuals: Video, Photos, Images Team, Deliverables, Details Perks & rewards Funding Goals: Amount and Timeframe Updates & SOCIAL MEDIA CAMPAIGN

•Repeatable Messages •Daily “routine” •Traditional marketing too

Tell a story Make it about them The History of the idea is intriguing What is the Impact? Why is this important? Try a FAQ Call to action – get them involved!

The 3 Who’s: Who are the donors? (affinity & passion) Who is benefits? (the market) Who are you?

The 3 Why’s Why would your donors care? Why does the market care? Why are you the right team to do it?

What is your project & goal? Understandable & Simple Compelling & Intriguing Repeatable & Memorable

How and When How will you achieve your goal? Realistic? When, after funding? When will I get my perks?

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Pitch Notes - 1

• Who (donors, market)

• “Why” – the story

• Impact (on the market)

• Impact (on the donors)

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Pitch Notes - 2

• Story, and History …

• FAQ

• Perk Ideas (what’s important to donors)

• Calls to Action

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Visuals

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The Importance of Visual Media

• 64% of successful campaigns in had pitch videos.

• Campaigns with videos under 5 minutes were 25% more likely to reach their goal than those with videos that were longer.

• Average campaign video length for campaigns was 3 min, 27 seconds. Campaigns that reach their goal are 16 seconds shorter.

• On average, successful campaigns uploaded 6 media to their gallery.

• http://blog.indiegogo.com/2013/01/12-insights-for-2012.html

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Perks & Rewards

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Directed by

Patrick Million

Executive Producer

CJ Cornell

a Patrick Million FILM

American Grandmaster

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Rewards Crowdfunding

• Incentives & perks

• Pre-Orders

• Pre-Sumers

• Market Validation

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Rewards don’t have to worth $$

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• $25 perk is the single most claimed perk, representing nearly 25% of all perks that are selected.

• While the $25 dollar perk is only responsible for raising 11% of total funds.

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• $100 perks raise more money than any other perk price and make up nearly 30% of total funds. A $100 perk combined with the next three perk price points: $50, $500, and $1000 makes up about 70% of total money raised by perks

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some

Rules for Rewards

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1. Make perks unique &

exclusive

Avoid T-shirts, Mugs & Hugs

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2. Target them

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3. Give them a

connection

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“The

Cocktail Party

Effect”

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“The

Restaurant

Effect”

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“The

Carey School

Effect”

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The less tangible the perk,

the more public (visible) &

EXCLUSIVE it needs to be.

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The Campaign

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How much $$ ?

How long?

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Discussion

• How much should we raise?

– Have you raised money before? Return?

– Do you/did you work at a highly visible position?

– *** Your social network? Large? Followers?

– Idea - big market? How unique?

– How much (marketing) work will you do?

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HOW to Crowdfund?

PUSH - Running the campaign • Social Media

• Comments & Updates

• Networking

• Personal Pitches

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Your mission: To get

them talking about

your project

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Now that you’ve launched …

Continue the story

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Social Engagement – Transparency & Trust

– Social Proof & Viral FX

– Engagement & “The Fundamentals”

– Twitter

– Facebook

– Blogging

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most successful projects receive about 25-40% of their revenue from their first, second and third degree of connections.

This could include friends, family, work acquaintances, or anyone that the owner is connected to.

• http://www.forbes.com/sites/tanyaprive/2012/11/27/what-is-crowdfunding-and-how-does-it-benefit-the-economy/

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1. Create: (of course)

- A Facebook Account

- A Twitter Account

(for your campaign)

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2. Tweet & Post

–Frequently

–Uniquely

–Personally

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3. Post Updates & Blog

•About your progress

•About the subject

•About the industry

•About the People

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4. Go 1-1

•Reply to comments

•Retweet/Repost

Your fans and donors are your most

powerful advocates!

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5. Target, Measure & Adjust •Different Messages for different groups

•Google, Hootsuite, others

•Learn and Adjust focus

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the importance of google analytics to track and improve performance

• + perks from fivvr

• http://www.perlsteinlab.com/blog/anatomy-of-a-crowdfund-week-3-slow-and-steady

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Campaign Checklist Social Media

Create a schedule 2-5x / week Use an automated tool

Eg Hootsuite Post interesting info –

Not just pleas for money Not just updates

Vary your targets Call to action 1/3-1/2 time

Use analytics and other metrics

Traditional Marketing Pitch Events Press Releases Demos Testamonials Use an automated tool

What to Communicate: 1. Your Progress 2. Successes, Evidence of success 3. Ammunition for your supporters 4. Industry Info, Factoids 5. People Info

Plan, Schedule & Update

Your Social Network is a Force Multiplier – but you have to give them help.

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Success Factors

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http://www.indiegogo.com/blog/2012/05/indiegogo-insight-campaigns-that-take-these-six-actions-raise-8-times-more-

money-than-campaigns-that-dont.html

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http://www.indiegogo.com/blog/2012/05/indiegogo-insight-campaigns-that-take-these-six-actions-raise-8-times-more-

money-than-campaigns-that-dont.html

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successful campaigns raise, on average, 49% percent of their goals during the first and

last 10% of the campaign length.

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The most important

secret is …

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Showing Momentum

(the perception of momentum)

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The most obvious

secret is …

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Credibility

= trust, competence

& follow-through

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days

Crowdfunding is measured in …

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