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Contact us +44(0)7717714595 www.twintangibles.co.uk [email protected]
Crowdfunding Workshop 28/6/11
IA Centre, Skypark, Glasgow
twintangibles 2011
social media at work consulting – strategy - research
What is Social Media?
Social Media Mindset
Tribes
The Long Tail
Products
Pop
ular
ity
"We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday."
Josh Peterson - Amazon
What is Crowdfunding?
“The collective cooperation, attention and trust by people who network and pool their money and other resources together, usually via the internet to support efforts initiated by other
people or organizations.”
3 Crowdfunding Models
• Reward based Crowdfunding
• Equity based Crowdfunding
• Microfinance Lending (P2P-lending)
2 Further Flavours
• All or nothing Meet your target or you receive nothing
• Keep it all Retain any funding generated regardless of target
Decide on Project and
Target
Target, Launch, Promote
Collect Funds
Decide Rewards
and Duration
Choose Platform
and SM
tools
Select Project
Target Met
Collect Reward
Purchase your
Reward
Promote The
Project
• Key characteristics
o Microfinance – low barriers, larger tribe
o Rewards – its not just equity
o Targets – Defined goals
o Time limited – Defined end point
o Viral promotion – Incentive to spread the word
o Project based – Rarely operating costs
Where is it used?
• Charities • Creatives • VC’s • Entrepreneurs • Micro lending • Campaigning
Example 1
Example 2
• First time any company in Europe had attempted to raise money via an online share offering • Significant expense in setting up project • SE helped them with part of the costs
• 10% Firms Equity
• £230 per share • 1300 investors • 20% off in the
shop! • No platform
Crowdfunding Tools
• Crowdfunding platforms • ProjectFinder • Facebook Causes • Chip In • Six Degrees • Just Giving
Why use a Platform?
• Turnkey solution • Meeting place for investors/donors • Inbuilt community • Reduce transaction cost • Social Media Integrated • Reduces legislative complexity
Characteristics
• Sector specific: creative, entrepreneurial, community…
• Country limitations • Traffic • Min./Max. total of contribution • Service and/or payment Fee • Rewards/Perks: set by platform/project holder • Time limit
Examples
Examples
Examples
Examples
Equity - based platforms
Project Example 1: Emmy’s Organics
$15,000 Goal
Average donation $150
11+1 Reward Categories
Project Example 2: IronBratz
Project Example 3: TikToc LunaTik
$15,000 Goal
Average donation $70
6 Reward Categories
Some Numbers • Kickstarter
– About 43% of initiatives are successfully funded. – In the two years since Kickstarter's launch, close to
592,000 people have helped to back more than 7,500 successful projects
• Kiva – has collected $211 million for worldwide projects. – Nearly 550,000 entrepreneurs have received loans. – The repayment rate is 99%.
Components of a Good Campaign
Keys for Success
• Be Social Media ready • Check how Social Media ready your audience is • Set an achievable target • Create a powerful pitch • Reward people • Spread the word • Say thank you • Be Human = Be Social
Keys to Success • Have a strategy – You need a plan • Select your project carefully – It must be realistic & achievable • Identify your target audience/s • Select your platform carefully • Develop your rewards – More is better, be creative • Create your pitch – Stories, passion & video • Select your channels – They vary • Develop a publishing plan – What resources can you draw on • Define the resource required – Who will do this, & when. A team? • Set a time frame – Even if the platform is open time give your self one • Engage – Listen, nurture, converse, respond • Give your funders privileged access to information • Promote – Don’t assume that people know • Keep updating • Honour your promises • Say thank you!
Intangibles
• Organisational Capital • Human Capital • Relationship Capital
Twintangibles © 2011
