1. RESEARCH
PROJECT
CROWDFUNDING
Justine Le Cam – Alexia Le Mouellic – Gaspard Peyrot - Inès Picon - Aviral Srivastava – Xiafei Xi

2.  Participative mode of financing projects
 First started in 2003
 Involves the consumer in the process
 Many types of projects
WHAT IS CROWDFUNDING?

3.  A huge success in the Northern countries
CROWDFUNDING TODAY
Amount raised globally through fundraising
platforms ($M) and year on year growth (%)
Global crowdfunding volumes in 2012

4. THE REASONS OF SUCH A SUCCESS
Societal evolution
- Sharing economy and new ways of
consuming
- Need to recreate social links
Development of digital
economy
- Internet and the social media
- Easier to rally people and test their
interest
Legal framework
- Governments want to democratize
fundraising
- Jobs Act (April 2012, US): less limitations and
costs
Economic environment
- Economic crisis and growth
stagnation
- Less confidence in banks
- Rise in solidarity

5.  Perceive the social implications of crowdfunding
 Understand how marketing and crowdfunding are
linked and influence each other
RESEARCH OBJECTIVES

6.  Success: $160,000 / goal:
$70,000
 Semi-structured interview
How was the project promoted?
What was the marketing
campaign? Why was it such a
great success?
 Failure (Nov 13): $100,000 / goal:
$125,000
 Success (August 14):
$13,000,000 raised
 Comparison between the 2
campaigns for the same product
METHODOLOGY : EXTENDED CASE
STUDY
 2 Kickstarter projects: one success and one failure
 Connected devices that play music
 How and why a crowdfunding campaign could succeed or fail ?

7.  1 year of development
 A 45 days marketing campaign
 A consumer oriented approach

8. THE COOLEST COOLER

9. $125,000
$13,000,000

10. SUCCESS FACTORS
Timing
Video
Content
GIFs
• November launch
• August Launch
• Clearer Vision
• Imagery
• Visual Insight
• Show Features

11. PROS
 Quick and easy solution
 Opportunity to test your
project
 Platforms often guide
projects
 Prepare the network you
will need
 The BPI gather offers
CONS
 Strict legislation, no
remunerated loans
 Some platforms are bad
 Risk of failure quite high
 Compensation: you have
to do offers to attract
investors
CROWDFUNDING : PROS AND CONS

12. Start-ups Existing companies
IMPLICATIONS ON MARKETING
A new marketing tool for :

13.  Choose the way you raise funds depending on your
means
 Choose you platform depending on some criteria
 Do not multiply your presence on different
platforms
 Don’t say too much
RECOMMENDATIONS

14. KICKSTARTER HIDING FAILURES ?
Professor Ethan Mollick
The Wharton School of the University of Pennsylvania

15. Successful Failed
PROJECTS SCRAPED
Unsuccessfully funded projects are harder to find
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16. THANK YOU