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Crowdfunding Overview by Propel Arizona  summer 2013
 

Crowdfunding Overview by Propel Arizona summer 2013

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Overview of Crowdfunding, for Entrepreneurs, and some of the practical aspects of fundraising for early stage startups/

Overview of Crowdfunding, for Entrepreneurs, and some of the practical aspects of fundraising for early stage startups/

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  • Thanks to www.presentationmagazine.com For the template
  • In 2012 - Arizona had the HIGHEST level Entrepreneurial Growth
  • In 2012 - Arizona had the HIGHEST level Entrepreneurial Growth
  • Also: #1 student venture, top-10 places to start a business
  • In 2012 - Arizona had the HIGHEST level Entrepreneurial Growth
  • In 2012 - Arizona had the HIGHEST level Entrepreneurial Growth
  • Thanks to www.presentationmagazine.com For the template
  • ** Phoenix Business Journal, SJ Bus Journal
  • Gogetfunding.com
  • Also: #1 student venture, top-10 places to start a business
  • Also: #1 student venture, top-10 places to start a business
  • Also: #1 student venture, top-10 places to start a business
  • Also: #1 student venture, top-10 places to start a business
  • 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!
  • Also: #1 student venture, top-10 places to start a business
  • Also: #1 student venture, top-10 places to start a business

Crowdfunding Overview by Propel Arizona  summer 2013 Crowdfunding Overview by Propel Arizona summer 2013 Presentation Transcript

  • CROWDFUNDING has arrived! Propel Arizona – CJ Cornell @PropelArizona @cjcornell
  • www.PropelArizona.com Slideshare/PropelArizona @PropelArizona cj@PropelArizona.com
  • Crowdfunding •What is Crowdfunding? Fact vs Fiction. •How does it work? & Why does it work? •How can we use crowdfunding? •Success & benefits: For entrepreneurs & communities Beyond the headlines and hype: How can crowdfunding help our economy?
  • CJ Cornell is ...
  • First, let’s talk about … Entrepreneurship & Arizona
  • 1 # AZ Entrepreneurship
  • 10 top Places to do business …
  • 46th in the U.S.A. venture capital, equity investing
  • We’re Great at Starting up (planting Seeds) ** ** and just AWFUL at outcomes – quality, scale, wealth & economic growth …
  • WE‟RE NOT THE ONLY ONES … ** (fostering entrepreneurial success is hard)
  • concept IPO (market share, revenues etc ) Product (Risk, growth) Entrepreneurial Growth concept->product->market->profit $ $ $ $ Venture Capital Angels (accelerators/incubators)
  • Starting a company is easier than ever … … but growing a company is harder & riskier than ever …
  • The Series-A Crunch
  • 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
  • Source: http://theyec.org/making-sense-of-the-jobs-act-and-crowdfunding-infographic/
  • • Source – http;//crowdfunder.com
  • • Source – http;//crowdfunder.com
  • 0 Equity (investment) crowdfunding in US cases
  • 2015 Equity crowdfunding practical in US
  • 0 FRAUD cases
  • • Equity Crowdfunding - not 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)
  • 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
  • Kickstarter (2012) 2.2 million people pledged a total of $319,786,629 (up 221% from 2011) Backers pledged $606.76 per minute People in 177 countries backed a project in 2012 (That's 90% of the countriesin the world)
  • 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” – Twitter – Facebook – 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
  • http://online.wsj.com/article/SB100008723963904438558045776010130940 84438.html?mod=googlenews_wsj#articleTabs%3Darticle
  • 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
  • www.propelarizona.com Crowdfunding Entrepreneurship & Innovation Arizona Economic Growth
  • Practical Crowdfunding Workshop www.propelarizona.com @PropelArizona Slideshare/PropelArizona
  • days Crowdfunding is measured in …
  • Entrepreneurship
  • Crowdfunding Arizona Can it jumpstart entrepreneurship?
  • 1. Kickstarter “Fails” Arizona does poorly …
  • 2. Members =/ Supporters % of supporters is the key ….
  • 3. Entrepreneurship is Different Products, Companies, Entrepreneurs …
  • 4. The role of “Ecosystem” Incubators, accelerators, mentors etc ..
  • 5. The power of Community Shared Goals, Passions, Outcomes …
  • Shared Goals, Passions, Outcomes …
  • Crowdfunding for Entrepreneurship & Economic Growth Shared Goals, Passions, Outcomes …
  • People as Important as Projects … Organizations & Affiliations …
  • Entrepreneurs success as much as funding …
  • $15k - $100k *(Average $50k) ….
  • Crowdfunding for Entrepreneurship & Economic Growth
  • www.PropelArizona.com Slideshare/PropelArizona @PropelArizona cj@PropelArizona.com