Etienne Longdot - Crowdfunding @wbis2014

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Etienne Longdot's presentation on the pros and cons of Crowdfunding held at WBIS 2014

Etienne Longdot's presentation on the pros and cons of Crowdfunding held at WBIS 2014

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  • 1. 1 CROWDFUNDING WBIS Wbis 2014 – München – ELO - AGENCY
  • 2. 2 SHOW ME THE MONEY All purposes CREATIVITY EMOTION
  • 3. 3 CROWDFUNDING
  • 4. 4 THE POWER OF THE CROWD THE POWER OF SOCIAL MEDIA
  • 5. 5 CROWDFUNDING PLATFORMS
  • 6. 6 BASIC MECHANISM
  • 7. 7 HOW IT WORKS - METHODOLOGY             Register on a platform Work out the rewards (becomes ambassadors) Design your pitch Upload a video Access any support Campaign lasts 30-90 days Use all your networks Use the forum and updates If you reach your target you receive the money. Thank donors Complete the project Send out rewards
  • 8. 8 LEGAL AMOUNT = COUNTRY RELATED FORMS: • DONATIONS & REWARDS • LOANS ( Bank licence – Be ) • REVENUE SHARING ( Bank licence – Be ) • EQUITY FUNDING ( Bank licence – Be )
  • 9. 9 EXAMPLES
  • 10. 10 DI ZABBIA LIMONCELLO BIOLOGICAL PRODUCT SILVER MEDAL / International Wine & Spirit competition. Amount : 20000 Eur REWARDS: •Large ambassadeur / return on investment in 2 years •Baskets filled with Lemoncello •Italian dinner with founders •Discounts buying bottles •Cocktail events
  • 11. 11 WINE NETWORK SOCIAL WINE APP Social network based on taste & not price Giving advise on demand about wine to buy. Amount : 470000 Eur REWARD: Equities based crowdfunding campaign ( 54 founders/870 eur each).
  • 12. 12 Start It Up – Fermenting egg. EGG FOR FEERMENTING GRENACHE BLANC Amount : 2350 Eur ( 44 backers)
  • 13. 13 Survival of a Liquor - Store MOVING COST Amount : 100000 Eur REWARDS: Vip basquet Return on investment after 2 years : 1000 = 1200 Eur Discount Equities
  • 14. 14 Crushpad Crushes Grapes, Not the Little Guy: Crowdfunding Your Next Merlot CROWDFUNDING PLATFORM The program is designed to help individuals and companies interested in creating small wine brands raise money through crowdfunding. Crushpad also takes care of the licensing, sourcing, legal compliance, and other paperwork that is associated with syndication. Since its launch in 2004, Crushpad has created 5,000 different wines and grown into the worlds largest producer of custom wines, focusing on small brands that want to produce between 25 and 100 cases a year Over 200 wine brands have been successfully launched since the Crushpad Commerce program began. With the introduction of crowdfunding via Syndicate, that number is expected to grow rapidly in the coming years.
  • 15. 15 Little Gems Wine Ltd (1) Our aim is to benefit both buyers of wine and the small vineyards in regional France who make really good wine but lack marketing and sales systems. Living in France the founders realised that there are many small very good vineyards that are never found by buyers in the UK . Crowdfunders get the first opportunity to receive some of our specially selected wines in the reward funding offers and to become a member of the Little Gems Wine Club with regular special offers and news of events.
  • 16. 16 Little Gems Wine Ltd (2) Amount : 18000 pounds PLEDGE £25.00 OR MORE: Bottle of specially selected Bordeaux red wine for you or for you to send as a present to someone else. PLEDGE £100.00 OR MORE : £100 you get a discount of 10% on any and all wine orders you place with us for the next two years. PLEDGE £130.00 OR MORE : case of wine valued at £180 for £130 delivered to your home. PLEDGE £200.00 OR MORE : £200 you get a discount of 15% on the cost of the wine you order for the next two years. PLEDGE £300.00 OR MORE A discount of 20% on the price of any wine you order from us in the next two years for a pledge of only £300 PLEDGE £500.00 OR one wine tasting each year for two years. PLEDGE £1000.00 OR MORE 0 A five day visit to vineyards in south west France with tastings. Bed and Breakfast accommodation and transport in France provided. Plus one case of wine delivered to your home in the UK.
  • 17. 17 GOOD TO KNOW ……..
  • 18. 18 IMPORTANT - set up or prime your social networks in before launch - actively manage the campaign - how else can you reach people to reach target - connect with your donors - try again
  • 19. 19 Crowdfunding a feature film about Etna wines on Sicily: Maine’s Vite They make excellent wines on Etna on Sicily. They also have a very unique and spectacularly beautiful landscape. I am not sure if they are good film-makers but they probably are. A new feature film, in production, aims to celebrate all this while also entertain us. It is a crowdfunding project called Maine’s Vite. The aim of the film is to ―celebrates Sicily and the Etna region in particular, for its people, wine and contemporary agriculture‖. I have been to Etna a few times and will be going back there in October this coming autumn. I can attest to that they do make very good wines and have a landscape that is beautiful and certainly spectacular. But each time I have been there it has been overcast so I have not yet seen the top of the volcanoe. Hope that will change in October
  • 20. 20 Portal Algorithms: Understanding Project Placement Most crowdfunding portals outline the basic steps for success, yet even when followed, many projects never find their way onto the website’s featured page. Although some websites like Indiegogo have kindly explained the algorithm used for project placement, a lot of portals’ internal algorithms are still kept secret from the public. Looking at popular traffic and project data, however, crowdfunders may gain a better understanding of what it takes to land a project on the first page. Another factor to consider, which also relates to choosing the right portal, is how well a campaign fits in.
  • 21. 21 What happens: When crowdfunding leads to overfunding? There are ways to turn a negative into a positive. Stretch Goals, for one, are a great way to raise additional funds safely, so long as they have been well-planned and initiated. Never leave a variable undetermined as overfunding amplifies such uncertainties. Know exactly how much you need so that you can identify when your campaign reaches full-capacity. Remember to always plan ahead, anticipating the very best and worst outcomes for your campaign.
  • 22. 22 Perfect the Equity Crowdfunding Pitch A lack of specificity may push investors away and tank the whole campaign. While it’s necessary to have an emotionally moving introduction, there must be a place for the hard data. The use of positive language during this process is an absolute must. Include: ( = Business Plan) An overview of the business model, Obstacles and risks, Market demographic, Management team, The product or service, Market competition
  • 23. 23 How to Get Your Crowdfunding Supporters To Market Your Campaign! How to get your supporters to market your campaign for you. Lucky for us project creators and crowdfunders, these are the benefits that supporters truly want as well. 1.Status 2.Access 3.Power 4.Stuff
  • 24. 24 How to Get Your Crowdfunding Supporters To Market Your Campaign! 1.Status Backing a project on kickstarter (or any crowdfunding platform) carries with it an earlyadopter status symbol. ―I helped that project come to life,‖ or ―I supported that before it was available to anyone,‖ are common phrases with those that perceive crowdfunding as a status. Creating badges and medals provide a symbol of one’s Status .
  • 25. 25 How to Get Your Crowdfunding Supporters To Market Your Campaign! 2.Access Early Beta access to a web-app, online community, or product development are some of the common rewards that project creators use to create access. Plays, music albums, and concerts also grant special vip access or early access to the project as a way to entice supporters wanting additional access. Dinner with the creators or a night on the town with the founders are some higher-end special access rewards.
  • 26. 26 How to Get Your Crowdfunding Supporters To Market Your Campaign! 3.Power Moderators, final-edit voting, and even creation of new reward tiers of projects create the feeling of power that backers can find appealing. The power to persuade the direction of the project can also coupled with status symbols.
  • 27. 27 How to Get Your Crowdfunding Supporters To Market Your Campaign! 4.Stuff Not all crowdfunded projects are successful in their funding. Even the successful ones can ship late or never ship at all. T-shirts, hats, mugs, and other swag are poor persuaders of backers rewards. Unless the brand has a significant culture that it brings along to a crowdfunded project, don’t expect to sway people outside of your own network with a T-shirt. In order for the status, access, and power to be of any perceived value, there must be people to perceive it. The more people there are to perceive it, the higher it’s perceived value
  • 28. 28 The Importance of Social Media Crowdfunding Can Not be Stressed Enough! It cannot be stressed enough: social media is one of the most important aspects of crowdfunding. Managing several different accounts across the web takes time, but it’s a necessary step towards success For crowdfunders, there are a few staple websites to join. These include Facebook, Twitter and Youtube. For entrepreneurs, Google and LinkedIn are also advised. There are a handful of tools one can use to increase their social media presence, but there’s a few tricks unknown to the average user. For example, consider offering loyal followers and fans incentives through a social media contest
  • 29. 29 Expand Your Network Using Crowdfunding Meetups In general, there are 130 active ―Crowdfunding‖ groups on Meetup. With over 27,182 members from around the world, this is a massive network! Similarly, under the ―Crowdsourcing‖ category, there are 10, 782 registered members. Using an alternate spelling, the category ―Crowd Funding‖ has 112 groups with 11,078 members worldwide. Consider the fact that these Meetups are typically free to attend — that’s a lot of opportunities to make contacts without costing you a cent. To create an event, however, plans start around $12 a month, which is a small fee to pay considering the network you unlock.
  • 30. 30 Safe Crowdfunding: Protect Your Ideas! Crowdfunding has been behind some of the most innovative ideas of the last five years. But project starters must still be wary of the dangers lurking in the crowd. Businesses and artists that share their ideas with the world are vulnerable to intellectual property theft if they do not practice safe crowdfunding Patent Pending Non-Disclosure Agreements Understanding the Risks
  • 31. 31 Beware: Five Common Crowdfunding Mistakes! 1. Expectations. When a project exceeds a realistic goal, the chances of success drastically fall. Know your project’s limitations and market value. 2 . Marketing. Do not think that just because you’ve designed a snazzy web-page, uploaded a video, and written inspirational content that the work is done. One of the most common crowdfunding mistakes is not paying enough attention to.
  • 32. 32 Beware: Five Common Crowdfunding Mistakes! 3. Donations. Large pledges are great, but never forget how essential smaller donations are as well. 4. Branding. Like a business, a crowdfunding project should have a brand. Branding operates on various levels, so put thought into web-design, logos, marketing, and content.
  • 33. 33 Beware: Five Common Crowdfunding Mistakes! 5.Competition. Unless you have a remarkably unique idea on your hands, there are probably other crowdfunders looking to finance a product or service in a similar industry. This is why market research is so important before a launch.
  • 34. 34 GO FOR IT……!!!!....... QUESTIONS?
  • 35. 35