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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
Citation preview
CROWDFUNDING has arrived!
Cogswell College of Silicon Valley – CJ Cornell @CogswellCollege
C.J. Cornell @cjcornell Cogswell Polytechnical College @Cogswell_Ent
CJ Cornell is ...
concept
IPO (market share,
revenues etc )
Product (Risk, growth)
Entrepreneurial Growth concept->product->market->profit
$ $
$
$
Venture Capital
Angels (accelerators/incubators)
$28+ Billion
that’s with a “B”
3,900
VC deals in 2013
1,900
# seed/early stage deals
1,900
# lottery millionares in US each year
Source: http://theyec.org/making-sense-of-the-jobs-act-and-crowdfunding-infographic/
Crowdfunding
Crowdfunding
concept
IPO (market share,
revenues etc )
Product (Risk, growth)
Entrepreneurial Growth concept->product->market->profit
$ $
$
$
Venture Capital
Angels (accelerators/incubators)
Crowdfunding
Crowdfunding
What is Crowdfunding ?
The safety of crowds
The passion of crowds
The wisdom of the crowds
Crowdfunding
Crowd FUNDING: (1)
soliciting & collecting
relatively small amounts of money (“funding”)
from a large number of people (“the crowd”)
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 …
• Source – http;//crowdfunder.com Currently “kinda-sorta” legal in US – Sept 23rd 2013
Equity Crowdfunding ...
is here
Jumpstart our Business Startup (JOBS) Act 5 April 2012 (& Aug 2012, & Dec 2012 ….)
• 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)
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”)
Rewards based,
“contribution” crowdfunding
The Kickstarter model –
‘donations’
“THE KICKSTARTER MODEL” Rewards-based, Donation Crowdfunding:
ALL OR NOTHING
Perks &
Rewards
Updates (and Blogging)
Updates (and Blogging)
Comments & Engagement
Source: http://KickstartersHQ.com
WHY … Do people Crowdfund?
Lessons from Ethan Mollick’s “The Dynamics of Crowdfunding: Determinants of Success and Failure”
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
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. …
emotional ROI. Not financial ROI
WYNTK (what you need to know)
Crowdfunding is about …
(when crowdfunding …)
“its not what you do, but why you do it,”
WYNTK (what you need to know)
http://www.kickstarter.com/projects/1104350651/tiktok-lunatik-
multi-touch-watch-kits
http://trendwatching.com/trends/infographics/presumers/
“Consumers who want products before they are developed”
Pre-orders
Early adopters
Supporters
UH OH … The Kickstart Model..
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)
What does success
look like?
• 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.
• 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.
What do successful
campaigns have in
common?
http://www.kickstarter.com/projects/hop/ele
vation-dock-the-best-dock-for-iphone
Projectio
http://www.kickstarter.com/projects/1209578799/projecteo-the-tiny-instagram-projector
http://www.kickstarter.com/projects/mikebond/ti2-sentinel-titanium-cache?ref=home_popular
http://www.kickstarter.com/projects/poots/kingdom-death-
monster?ref=home_popular
http://www.kickstarter.com/projects/smartthings/smartthings-make-your-
world-smarter?ref=category
http://www.kickstarter.com/projects/thejumpshot/jumpshot-a-new-weapon-to-
battle-pc-frustration?ref=category
http://trendwatching.com/trends/infographics/presumers/
Successful campaigns took an average 11 days preparing for their launch.
http://blog.indiegogo.com/2013/01/12-insights-for-2012.html
Campaigns ran an average 49 days in 2012, as opposed to 60 in 2011.
Successful campaigns fundraised for 39 days.
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
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.
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
Crafting a
Successful
Crowdfunding Campaign
Some initial rules ….
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)
Components
of a
Crowdfunding Campaign
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
Crafting the “Pitch”
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?
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?
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!
Exercise –
Craft the Pitch
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?
Pitch Notes - 1
• Who (donors, market)
• “Why” – the story
• Impact (on the market)
• Impact (on the donors)
Pitch Notes - 2
• Story, and History …
• FAQ
• Perk Ideas (what’s important to donors)
• Calls to Action
Visuals
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
Perks & Rewards
Directed by
Patrick Million
Executive Producer
CJ Cornell
a Patrick Million FILM
American Grandmaster
Rewards Crowdfunding
• Incentives & perks
• Pre-Orders
• Pre-Sumers
• Market Validation
Rewards don’t have to worth $$
• $25 perk is the single most claimed perk, representing nearly 25% of all perks that are selected.
• While the $25 dollar perk is only responsible for raising 11% of total funds.
• $100 perks raise more money than any other perk price and make up nearly 30% of total funds. A $100 perk combined with the next three perk price points: $50, $500, and $1000 makes up about 70% of total money raised by perks
some
Rules for Rewards
1. Make perks unique &
exclusive
Avoid T-shirts, Mugs & Hugs
2. Target them
3. Give them a
connection
“The
Cocktail Party
Effect”
“The
Restaurant
Effect”
“The
Carey School
Effect”
The less tangible the perk,
the more public (visible) &
EXCLUSIVE it needs to be.
The Campaign
How much $$ ?
How long?
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?
HOW to Crowdfund?
PUSH - Running the campaign • Social Media
• Comments & Updates
• Networking
• Personal Pitches
Your mission: To get
them talking about
your project
Now that you’ve launched …
Continue the story
Social Engagement – Transparency & Trust
– Social Proof & Viral FX
– Engagement & “The Fundamentals”
– Blogging
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/
1. Create: (of course)
- A Facebook Account
- A Twitter Account
(for your campaign)
2. Tweet & Post
–Frequently
–Uniquely
–Personally
3. Post Updates & Blog
•About your progress
•About the subject
•About the industry
•About the People
4. Go 1-1
•Reply to comments
•Retweet/Repost
Your fans and donors are your most
powerful advocates!
5. Target, Measure & Adjust •Different Messages for different groups
•Google, Hootsuite, others
•Learn and Adjust focus
Metrics
http://www.perlsteinlab.com/blog/anatomy-of-a-crowdfund-week-3-slow-and-steady
Metrics
http://www.perlsteinlab.com/blog/anatomy-of-a-crowdfund-week-3-slow-and-steady
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
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.
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
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
http://www.indiegogo.com/blog/2012/07/indiegogo-insight-winning-the-middle-game.html
successful campaigns raise, on average, 49% percent of their goals during the first and
last 10% of the campaign length.
The most important
secret is …
Showing Momentum
(the perception of momentum)
The most obvious
secret is …
Credibility
= trust, competence
& follow-through
days
Crowdfunding is measured in …