How coworking spaces can be the honeycomb for co-creation process and successful crowdfunding campaigns: my presentation for H-CAMP Acceleration Program 2015 / Mentoriship Startup H-FARM.

1. E N G A G I N G C O M M U N I T I E S
A R O U N D
C O - C R E AT I O N & C R O W D F U N D I N G

2. Now:
I am freelance consultant in marketing and digital strategy for business and
startups. Much of my practice revolves around developing stories, brands and
experiences for multiple platforms - and coaching teams to do this.
I’m a coworker and board member of Warehouse Coworking Factory.
I collaborate as strategic & digital analyst for Adv Media Lab (digital agency).
Before:
4 years Experience in marketing & e-commerce in PMI’s.
Academic research activities in the field of experience economy.
Abroad studying experiences (Copenhagen Business School).
Master Degree in Marketing & Communication (Urbino University).
Marketing & Digital Strategy
for business development

3. Crowdfunding
+
Coworking

4. What crowdfunding is not
(or we are not going to talk about)
• equity CF with few big investors that can’t be
considered as “crowd”
What coworking is not (really!)
• shared office

5. What crowdfunding is (most of the time)
• a way to collect money with the support of the crowd
• “proof of concept” for ideas
• channel to pre-sale products
• communication project
What coworking is (even if you don’t know…)
• place where professional meet and work together
• network to find and build opportunities
• stage for peer-to-peer practical learning
• location for events, camp and the “culture of sharing”
• informal opportunities for exchange ideas…

6. …and to have fun!!

7. 2 things are in common:
COMMUNITY
HIGH LEVEL OF
ENGAGEMENT
with

8. The Psychology of Giving
• “giving” as the act of contributing to something without
immediate expectation of return
Money Time

9. From Owning to Access
• the focus is no longer to the product itself, rather than
on its utility for the everyday life (renting)
• by getting access, people are not only using a product /
service, but also creating social relationships
From Possession to Be Part Of
• people interest tends to shift from “owning
something”, to feel “part of something”, meaningful
for them
• being part of something has to do both with
contributing and with having some sort of restitution

10. HOW COWORKING SPACES
IN CROWDFUNDING PROJECTS
can play a role

11. Premise 1. A successful crowdfunding campaign needs a
talented team that can work together. These people are
in coworking spaces.

12. Premise 2. A winning coworking community has talented
people with diverse skill sets that would enjoy - and
financially benefit from - going in on a project together.

13. How the coworking crowd can be used for that?
1. The project must be involving
2. The crowd must be activated
3. The community must be rewarded in owning
People needed to build a successful campaign
➡ Inventors / makers
➡ Photographers / videomakers
➡ Copywriters / storytellers
➡ Marketing people / advertisers / digital skilled

14. Transparency
+
Verifiability
+
Active participation

15. “People like to fund dreams, not just products”
What are the elements that can determine the
success of a crowdfunding campaign?
✓ able to get media attention
✓ great product that capture people’s imagination
✓ compelling story that can be engaging and “shareable”
✓ offer an opportunity to be part of something rather than
just “ask for money”
- Abdallah Absi, Founder of Zoomaal

16. LEVEL UP
CROWDFUNDING MODELS
co-creation & revenue-sharing

17. 1. The same coworkers are the potential customers
and users of the product they contributed to create.

18. 2. People are socially incentivized to take part, also
economically, when they’ll earn their percentage of
what is raised.

19. Case Assembly

20. Case Assembly

21. Case Quirky

22. Case Quirky

23. Product lifecycle with the crowd
IdeaPre-order
Validation Co-creation

24. Crowdfunding as the last phase of co-creation
• User-driven innovation
(Analysis of user real needs)
• Co-creation of the product
(Design, style, communication, price…)
• Product validation
(User test and feedback)
• Direct sale of a co-created product
(Production and selling)

25. Thank you
:-)

26. Save the date!