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Cogswell College - Handson Crowdfunding Workshop - March 29
The document discusses crowdfunding, its definition, and its economic implications, highlighting the transition towards equity crowdfunding in the U.S. following the JOBS Act. It outlines successful crowdfunding strategies, including the importance of storytelling, visuals, and social media engagement. Additionally, it addresses common myths and the factors that lead to successful crowdfunding campaigns, emphasizing preparation, clarity, and the value of community support.
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Cogswell College - Handson Crowdfunding Workshop - March 29
- 1. CROWDFUNDING has arrived! Cogswell Collegeof Silicon Valley – CJ Cornell @CogswellCollege C.J. Cornell @cjcornell Cogswell Polytechnical College @Cogswell_Ent
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- 3. concept IPO (market share, revenuesetc ) Product (Risk, growth) Entrepreneurial Growth concept->product->market->profit $ $ $ $ Venture Capital Angels (accelerators/incubators)
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- 8. 1,900 # lottery millionaresin US each year
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- 10. Crowdfunding Crowdfunding concept IPO (market share, revenuesetc ) Product (Risk, growth) Entrepreneurial Growth concept->product->market->profit $ $ $ $ Venture Capital Angels (accelerators/incubators) Crowdfunding Crowdfunding
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- 12. The safety ofcrowds The passion of crowds The wisdom of the crowds Crowdfunding
- 13. Crowd FUNDING: (1) soliciting& collecting relatively small amounts of money (“funding”) from a large number of people (“the crowd”)
- 14. Crowd FUNDING: (2) manyindividuals (the crowd) coming together to support* ideas** by other individuals and organizations. Support=Funding,feedback,expertise,connectionsandmore Ideas=concepts,projects,products,activities,services,,causes,eventsetc…
- 17. • Source –http;//crowdfunder.com Currently “kinda-sorta” legal in US – Sept 23rd 2013
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- 42. Jumpstart our BusinessStartup (JOBS) Act 5 April 2012 (& Aug 2012, & Dec 2012 ….)
- 43. • 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)
- 44. September 23rd This isboth 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”)
- 45. Rewards based, “contribution” crowdfunding The Kickstartermodel – ‘donations’
- 46. “THE KICKSTARTER MODEL” Rewards-based,Donation Crowdfunding:
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- 56. WHY … Do peopleCrowdfund?
- 58. Lessons from EthanMollick’s “The Dynamics of Crowdfunding: Determinants of Success and Failure”
- 59. 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
- 60. 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. …
- 61. emotional ROI. Not financialROI WYNTK(what you need to know) Crowdfunding is about …
- 62. (when crowdfunding …) “itsnot what you do, but why you do it,” WYNTK(what you need to know)
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- 65. http://trendwatching.com/trends/infographics/presumers/ “Consumers who wantproducts before they are developed” Pre-orders Early adopters Supporters
- 66. UH OH … TheKickstart Model..
- 69. 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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- 71. • The iPhone-friendlyPebble 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.
- 72. • 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.
- 73. What do successful campaignshave in common?
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- 81. Successful campaigns tookan average 11 days preparing for their launch. http://blog.indiegogo.com/2013/01/12-insights-for-2012.html
- 82. Campaigns ran anaverage 49 days in 2012, as opposed to 60 in 2011. Successful campaigns fundraised for 39 days.
- 83. 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
- 84. www.propelarizona.com WYNTK(what you needto know) Successful Crowdfunding Campaigns Focus on The new 4 P’s … the 1. the 2. the 4. the 3.
- 85. 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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- 88. 1. Crowdfunding takeswork, 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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- 90. 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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- 92. First: Who WhatWhy 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?
- 93. First: Who WhatWhy 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?
- 94. Other Tips • Tella 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!
- 95. Exercise – Craft thePitch
- 96. 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?
- 97. Pitch Notes -1 • Who (donors, market) • “Why” – the story • Impact (on the market) • Impact (on the donors)
- 98. Pitch Notes -2 • Story, and History … • FAQ • Perk Ideas (what’s important to donors) • Calls to Action
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- 100. The Importance ofVisual 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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- 103. Directed by Patrick Million ExecutiveProducer CJ Cornell a Patrick Million FILM American Grandmaster
- 104. Rewards Crowdfunding • Incentives& perks • Pre-Orders • Pre-Sumers • Market Validation
- 106. Rewards don’t haveto worth $$
- 108. • $25 perkis the single most claimed perk, representing nearly 25% of all perks that are selected. • While the $25 dollar perk is only responsible for raising 11% of total funds.
- 109. • $100 perksraise more money than any other perk price and make up nearly 30% of total funds. A $100 perk combined with the next three perk price points: $50, $500, and $1000 makes up about 70% of total money raised by perks
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- 112. 1. Make perksunique & exclusive Avoid T-shirts, Mugs & Hugs
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- 114. 3. Give thema connection
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- 118. The less tangiblethe perk, the more public (visible) & EXCLUSIVE it needs to be.
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- 122. How much $$? How long?
- 123. Discussion • How muchshould 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?
- 124. HOW to Crowdfund? PUSH- Running the campaign • Social Media • Comments & Updates • Networking • Personal Pitches
- 125. Your mission: Toget them talking about your project
- 126. Now that you’velaunched … Continue the story
- 127. Social Engagement – Transparency& Trust – Social Proof & Viral FX – Engagement & “The Fundamentals” – Twitter – Facebook – Blogging
- 128. most successful projectsreceive 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/
- 129. 1. Create: (ofcourse) - A Facebook Account - A Twitter Account (for your campaign)
- 130. 2. Tweet &Post –Frequently –Uniquely –Personally
- 131. 3. Post Updates& Blog •About your progress •About the subject •About the industry •About the People
- 132. 4. Go 1-1 •Replyto comments •Retweet/Repost Your fans and donors are your most powerful advocates!
- 133. 5. Target, Measure& Adjust •Different Messages for different groups •Google, Hootsuite, others •Learn and Adjust focus
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- 136. the importance ofgoogle analytics to track and improve performance • + perks from fivvr • • http://www.perlsteinlab.com/blog/anatomy-of-a-crowdfund-week-3-slow-and- steady
- 137. Campaign Checklist Social Media Createa 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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- 143. successful campaigns raise,on average, 49% percent of their goals during the first and last 10% of the campaign length.
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- 145. Showing Momentum (the perceptionof momentum)
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- 147. Credibility = trust, competence &follow-through
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Editor's Notes
- #6 Thanks to www.presentationmagazine.com For the template
- #7 ** Phoenix Business Journal, SJ Bus Journal
- #8 For younger entrepreneurs the funding gap is a proverbial "chicken or egg" problem: In order to attract seed capital they must provide some evidence of a large market opportunity, customer traction (early sales) or demonstrate tangible product development in order to convince angel investors, but providing this kind of evidence often requires money for technology resources, development, marketing or other activities that can prove this traction. It's a frustrating logic for any entrepreneur: "Angels will invest when you can demonstrate a tangible product or show market traction, but you need money to develop or market the product."
- #11 Gogetfunding.com
- #20 Thanks to www.presentationmagazine.com For the template
- #31 Also: #1 student venture, top-10 places to start a business
- #71 People – who, the target(s) niches … why … what is important to themPitch – cool, intriguiing, MAKES THEM WANT to BE A PART OF YOUR JOURNEY! AND GET OTHERS TO JOIN!
- #136 Also: #1 student venture, top-10 places to start a business