Crowdfunding
A new approach to funding projects,
passions and businesses
MNP Table Topic
November 19, 2013
It can work. Big time.
Or on a smaller scale 
Today
1. Crowdfunding Basics
2. Who benefits from it today
3. Crowdfunding sites and examples
4. Types of business fundrai...
Sounds great. What is it?
“The collective effort of individuals who network
and pool their money to support efforts
initia...
Why now?
Crowdfunded in 1884!
1. Internet and social media -
networks of networks. Global
reach.
2. SME’s can’t access ris...
How it works
1. A business or individual has an idea that needs
funding
2. Creates and promotes a crowdfunding
campaign on...
Who uses crowdfunding?
Causes: Not for profits, education,
fundraisers, disaster relief
Creatives: Indie art, film, books,...
Kickstarter
The leader.
$800,000,000 raised for
50,000 projects from
4.8 million backers.
Focus on creative
projects: Art,...
Kickstarter – Product Development Campaign
Project: Innovative
coffee machine
Need: Finance
production run
Goal: 135K
Indiegogo: Local success story
Pub Pedals: Turn clipless
pedals into platforms
Canmore’s Jeff Thom
Great publicity and $80...
IndieGogo – Wild West?
Fundly – Causes
Largest site for causes.
$300M + raised.
Trips: Working on aid
projects
Events: Runs, walks,
rides
Chariti...
Crowdfunding your Business
Two non-equity models:
1. Donations
2. Rewards and pre-purchase
Rewards
• Offer rewards based on contribution levels.
• 3 to 5 reward levels recommended, with one
entry-level.
• Tips: Do...
Rewards
Pre-purchase
• Discount on product under development
• Special editions of product
• Influence the design
• Often combined...
Pre-purchase
Business Financing: Crowdfunded Equity
Access to private capital
beyond personal network
and banks.
Today: US JOBS Act per...
Tax implications
• No free lunch. If funds are used for a business,
they may be taxable.
• Keep great records. Money recei...
Reality Check
65%+ of campaigns fail to reach their targets.
What Works
Define your project. Be specific.
Tell a story – make a connection.
–Make it personal
–Make a compelling video
...
The Video
This is the most important part of your campaign. Treat
it that way.
Quality counts. Ask for help. Rent or borro...
Great Videos
Great Videos
Go to video school – for free
What Doesn’t Work
Set it and forget it.
• You need to be persistent, engage with
your backers and spread the word. Reach
o...
Personal Checklist
 Am I ready to work hard for the duration of the
campaign?
 Do I have a story, not just a product pit...
More information
http://ncfacanada.org/learning-center/
http://www.kickstarter.com/start
Calgary & Crowdfunding
Let’s crowdsource some ideas!
Entrepreneurial
Adventurous
Generous, charitable
Strong creative comm...
Thank you!
Jeremy Bernard
jbernard@legendmarketing.ca
403-678-8513
www.legendmarketing.ca
Twitter: @legendmarket
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High-level presentation about crowdfunding - how it works, examples and best practices. For MNP LP, November 2013.

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Crowdfunding - An introduction for entrepreneurs

  1. 1. Crowdfunding A new approach to funding projects, passions and businesses MNP Table Topic November 19, 2013
  2. 2. It can work. Big time.
  3. 3. Or on a smaller scale 
  4. 4. Today 1. Crowdfunding Basics 2. Who benefits from it today 3. Crowdfunding sites and examples 4. Types of business fundraising 5. Tax implications 6. What works, and what doesn’t 7. Homework: Let’s crowdsource ideas!
  5. 5. Sounds great. What is it? “The collective effort of individuals who network and pool their money to support efforts initiated by other people or organizations.”
  6. 6. Why now? Crowdfunded in 1884! 1. Internet and social media - networks of networks. Global reach. 2. SME’s can’t access risk capital. 3. Momentum and buzz - It works and can’t be stopped. Governments are getting onboard.
  7. 7. How it works 1. A business or individual has an idea that needs funding 2. Creates and promotes a crowdfunding campaign online, sets target 3. Backers get a “reward” for contributions 4. Crowdfunding site takes about 10% of proceeds
  8. 8. Who uses crowdfunding? Causes: Not for profits, education, fundraisers, disaster relief Creatives: Indie art, film, books, design... Product development: Technology products, food, pet toys...huge range Business growth financing: Typically SME.
  9. 9. Kickstarter The leader. $800,000,000 raised for 50,000 projects from 4.8 million backers. Focus on creative projects: Art, books, photo, dance, technology, publishing. Now in Canada.
  10. 10. Kickstarter – Product Development Campaign Project: Innovative coffee machine Need: Finance production run Goal: 135K
  11. 11. Indiegogo: Local success story Pub Pedals: Turn clipless pedals into platforms Canmore’s Jeff Thom Great publicity and $8000 Rewards = Product Now shipping to 30 countries. Backers become customers and reps! Canmore’s Georgetown Inn!
  12. 12. IndieGogo – Wild West?
  13. 13. Fundly – Causes Largest site for causes. $300M + raised. Trips: Working on aid projects Events: Runs, walks, rides Charities Health and Medical
  14. 14. Crowdfunding your Business Two non-equity models: 1. Donations 2. Rewards and pre-purchase
  15. 15. Rewards • Offer rewards based on contribution levels. • 3 to 5 reward levels recommended, with one entry-level. • Tips: Don’t overspend. Be creative. Watch out for shipping costs. • Examples: – Handwritten thank you note or thank you video. – Merchandise: Branded t-shirt, etc. – Credit - album liner notes, film credit, packaging.
  16. 16. Rewards
  17. 17. Pre-purchase • Discount on product under development • Special editions of product • Influence the design • Often combined with non-product rewards Calgary company!
  18. 18. Pre-purchase
  19. 19. Business Financing: Crowdfunded Equity Access to private capital beyond personal network and banks. Today: US JOBS Act permits equity crowdfunding. Canada: Lagging behind. ON and SK developing frameworks. Legal only through OM exemption – complicated.
  20. 20. Tax implications • No free lunch. If funds are used for a business, they may be taxable. • Keep great records. Money received, cost of rewards and any other costs associated with the campaign. • CRA is watching, or will be soon. Source – Devry Smith LLP
  21. 21. Reality Check 65%+ of campaigns fail to reach their targets.
  22. 22. What Works Define your project. Be specific. Tell a story – make a connection. –Make it personal –Make a compelling video Prime the pump: reach out to your personal network first. Get to 20% of target ASAP. Get social: A strong social media presence helps to reach beyond your personal network. Offer great rewards. Have and entry-level donation amount. Average is around $20.
  23. 23. The Video This is the most important part of your campaign. Treat it that way. Quality counts. Ask for help. Rent or borrow a DSLR. Be brief. Attention spans are short. Max 3 minutes. Be clear. After 30 seconds, the viewer should know what your campaign is about. It’s not all about you. Make the ask.
  24. 24. Great Videos
  25. 25. Great Videos
  26. 26. Go to video school – for free
  27. 27. What Doesn’t Work Set it and forget it. • You need to be persistent, engage with your backers and spread the word. Reach out to media. No video: Cuts success rate by 70%. Unrealistic goals: Raise only what you need for that specific project. No rewards = no chance. Unless it’s a charity.
  28. 28. Personal Checklist  Am I ready to work hard for the duration of the campaign?  Do I have a story, not just a product pitch?  Is my idea unique or interesting enough that a stranger would back it? Will people share it?  Can I deliver on my promises to my backers?  Can I handle the risk of rejection?
  29. 29. More information http://ncfacanada.org/learning-center/ http://www.kickstarter.com/start
  30. 30. Calgary & Crowdfunding Let’s crowdsource some ideas! Entrepreneurial Adventurous Generous, charitable Strong creative community
  31. 31. Thank you! Jeremy Bernard jbernard@legendmarketing.ca 403-678-8513 www.legendmarketing.ca Twitter: @legendmarket

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