3 Essential Steps to Crowdfunding Your Food

Business

Many crowdfunding projects collapse because they didn’t

build a firm foundation to stand on.

“BY FAILING TO PREPARE,

YOU ARE PREPARING TO FAIL.”

- Benjamin Franklin

90% of a successful campaign is built BEFORE you start

crowdfunding.

FIRST LEARN STAND, THEN LEARN FLY.

NATURE RULE DANIEL-SAN… NOT MINE.

- MR. MIYAGI

THE 3 CRUCIAL INGREDIENTS TO PLANNING A SUCCESSFUL CAMPAIGN.

Have the skills required.

ONEHave a compelling

Brand & Story.

TWOEstablish a funnel to

market to.

THREE

“CHECK YOURSELF BEFORE YOU WRECK YOURSELF “

-ICE CUBE

WRITER

ONE: SKILL SET

DESIGNERPHOTOGRAPHER

VIDEOGRAPHER CONNECTOR PROJECT MANAGER

YOU’LL NEED TO HAVE A WAY WITH WORDS.

ONE: SKILL SET: WRITING

Communicating why people should support your brand in concise,

catchy ways is key. You’ll need this to

create…

SOCIAL MEDIA POSTS

VIDEOSCRIPTS

EMAILS

TAGLINES

Solid design not only shows you are creative about your food, but shows people you’re

serious about your business.

ONE: SKILL SET: DESIGN

People LOVE looking at pictures and video. This skill is key to selling how delicious your food is and

what your dining experience can be without people having experienced

your brand.

ONE: SKILL SET: PHOTOGRAPHY

Every campaign needs a video.

Great videos get funded, weak ones don’t.

ONE: SKILL SET: VIDEO

You’ll need a social butterfly to help your message get out to as many people as you can.

ONE: SKILL SET: CONNECTOR

Build A Brand Not Just A Business

TWO

If you are not a brand, you are a commodity,

then price is everything and the low-cost producer is the only winner.

TWO: BRANDING FACTS

WHAT IS A BRAND?

TWO: BRANDING 101

WHAT IS A BRAND?“A unique set of designs, signs, symbols, words, and experiences that identifies a product / service and

differentiates it from its competitors.

Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind.”

TWO: BRANDING 101

People buy more than just the food. They want to support great people and great brands.

TWO: BRANDING

Look Inward: Take Time To Figure Out What Your

Brand Stands For.

TWO: BRANDING: CHECKLIST

Here are the brand assets you’ll need BEFORE you start your

campaign.

Your logo

ONEA good, short

tagline

TWOGreat Imagery

THREE

Create a simple, elegant, symbol that represents your brand.

Invest time in this. Remember that this logo is gonna go on everything.

NOTE: A good logo can be drawn in the sand.

TWO: BRANDING: LOGO

TWO: BRANDING: TAGLINE

Create a unique, short anthem that you can use to rally support to your

crowdfunding campaign.

TWO: BRANDING: IMAGERY

Show the awesomeness of your food and what the dining

experience could be.

CREATE A FUNNEL

Like any marketing initiative, a crowdfunding campaign is all

about driving traffic and converting that traffic into project backers.

THREE

MAIN STREET: 1,000 A DAY

WALK-IN TRAFFIC: 10% OR 100

PURCHASE: 50% OR 50

TWO: FUNNEL: EXAMPLE

Consumer

Crowdfunding Campaign

Pay for clickViral Social Media

Press Activate Social Media

Evangelize Current

Costumer

In-store promotions

THREE: FUNNEL: CROWDFUNDING APPROACH

THREE: FUNNEL: CONTENT

Don’t beg for money through the funnel. Engage and entice your potential backers into your funnel with

your stories about your business and food.

These crucial first steps are distilled from our 100%* success rate in creating

campaigns for food businesses.

We’ve developed a set of 6 affordable 30 min classes that show you step by step

how to crowdfund your dreams at PlinthAcademy.com

*As of 7/22/2015

PLINTH HAS RAISED OVER $2.65 MILLION THROUGH CROWDFUNDING, VENTURE CAPITAL,

& ANGEL INVESTORS

We’ve developed this process from years of experience helping entrepreneurs create successful campaigns.

Good luck to you and feel free to contact us if you’d like help with any part of the process.

We’re waiting for you at plinthagency.com