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An Introduction to the Practice of Crowdfunding

twintangibles
twintangibles
twintangiblesManagement Consultancy at twintangibles

A set of slides used at the University of Glasgow setting out the fundamentals of crowdfunding, and the process of constructing a successful campaign using the TAMP process

An Introduction to the Practice of Crowdfunding

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AAnn IInnttrroodduuccttiioonn ttoo tthhee 
PPrraaccttiiccee ooff CCrroowwddffuunnddiinngg 
University of Glasgow 20th November 2014 
TTiimm WWrriigghhtt
• What is crowdfunding? 
• Benefits and Risks 
• How to do it – the TAMP Process 
AAggeennddaa
CCoonnssuullttaannccyy 
•CCrroowwddssoouurrcciinngg 
•CCrroowwddffuunnddiinngg 
•IInnnnoovvaattiioonn 
•KKnnoowwlleeddggee MMaannaaggeemmeenntt
CCrroowwddffuunnddiinngg iiss aa mmeetthhoodd ooff rraaiissiinngg 
mmoonneeyy ffrroomm aa ddiissttrriibbuutteedd ggrroouupp ooff 
ffuunnddeerrss ((tthhee ccrroowwdd)) wwhhoo pprroovviiddee aa 
llaarrggee nnuummbbeerr ooff ssmmaallll ssuummss ffoorrmmiinngg aa 
ssiiggnniiffiiccaanntt ttoottaall wwhheenn aaggggrreeggaatteedd 
ttooggeetthheerr..
$5 Billion 2013 
$2.7 Billion 2012 
UK is a world leader 
Constant innovation in sector 
Individual projects raised up to $50 Million
Empowering 
It is hard work 
Grown up with Social Media 
Platforms are the facilitators 
Founded in the “Long Tail” distribution model 
Government engagement
Ad

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An Introduction to the Practice of Crowdfunding

  • 1. AAnn IInnttrroodduuccttiioonn ttoo tthhee PPrraaccttiiccee ooff CCrroowwddffuunnddiinngg University of Glasgow 20th November 2014 TTiimm WWrriigghhtt
  • 2. • What is crowdfunding? • Benefits and Risks • How to do it – the TAMP Process AAggeennddaa
  • 3. CCoonnssuullttaannccyy •CCrroowwddssoouurrcciinngg •CCrroowwddffuunnddiinngg •IInnnnoovvaattiioonn •KKnnoowwlleeddggee MMaannaaggeemmeenntt
  • 4. CCrroowwddffuunnddiinngg iiss aa mmeetthhoodd ooff rraaiissiinngg mmoonneeyy ffrroomm aa ddiissttrriibbuutteedd ggrroouupp ooff ffuunnddeerrss ((tthhee ccrroowwdd)) wwhhoo pprroovviiddee aa llaarrggee nnuummbbeerr ooff ssmmaallll ssuummss ffoorrmmiinngg aa ssiiggnniiffiiccaanntt ttoottaall wwhheenn aaggggrreeggaatteedd ttooggeetthheerr..
  • 5. $5 Billion 2013 $2.7 Billion 2012 UK is a world leader Constant innovation in sector Individual projects raised up to $50 Million
  • 6. Empowering It is hard work Grown up with Social Media Platforms are the facilitators Founded in the “Long Tail” distribution model Government engagement
  • 7. Technological Social and Collaborative tools, Platforms Societal EEmmppoowweerrmmeenntt,, eeccoommmmeerrccee,, ““ggrroowwnn uupp ddiiggiittaall”” ggeenneerraattiioonn Economic CCaappiittaall CCoonnssttrraaiinntt,, iinnvveessttmmeenntt ooppppoorrttuunniittyy WWhhyy iiss iitt ggrroowwiinngg??
  • 8. GGIIFFTT PPEERRKK LLOOAANN EEQQUUIITTYY Four Models of Crowdfunding
  • 9. Funds collected are gifts or donations with no tangible return to the provider. Four Models of Crowdfunding GGIIFFTT PPEERRKK LLOOAANN EEQQUUIITTYY
  • 10. Just Giving https://www.kickstarter.com/ Yimby https://www.indiegogo.com/ Razzoo http://www.razoo.com PPllaattffoorrmmss –– DDoonnaattiioonn
  • 11. “Rewards” or “perks” of different value are offered to investors to purchase. Four Models of Crowdfunding GGIIFFTT PPEERRKK LLOOAANN EEQQUUIITTYY
  • 12. Kickstarter https://www.kickstarter.com/ Indiegogo https://www.indiegogo.com/ Crowdfunder http://www.crowdfunder.co.uk/ BloomVC http://bloomvc.com/ PPllaattffoorrmmss –– PPeerrkk oorr RReewwaarrdd
  • 13. A loan is constructed from many small loans collected from the crowd. Many are interest bearing. Four Models of Crowdfunding GGIIFFTT PPEERRKK LLOOAANN EEQQUUIITTYY
  • 14. Funding Circle https://www.fundingcircle.com/ Rebuilding Society https://www.rebuildingsociety.com/ Lending Crowd https://www.lendingcrowd.com/ PPllaattffoorrmmss -- LLeennddiinngg
  • 15. Shares are sold in small parcels to a large group of investors. Four Models of Crowdfunding GGIIFFTT PPEERRKK LLOOAANN EEQQUUIITTYY
  • 16. Crowdcube http://www.crowdcube.com/ Seedrs https://www.seedrs.com/ Squareknot https://www.squareknot.co.uk/ ShareIn http://www.sharein.com PPllaattffoorrmmss -- EEqquuiittyy
  • 17. Keep it all You get to keep whatever you raise All or nothing You get to keep anything only if you reach your target DIY You run your campaign “of platform” Hybrid models A mix of funding AAddddiittiioonnaall VVaarriiaattiioonnss
  • 18. •Set targets •Select platform •Prepare •Outreach •Updating •Promotion •Crowd invests •Contact their crowd •Target met •Rewards paid •Money collected Idea to crowdfund
  • 19. Crowdfunding working in all sectors
  • 20. Advocacy Expertise Asset Development Inward investment Validation
  • 21. Average Success Rates 30% 75wwiitthh% ccooaacchhiinngg
  • 23. BBeetttteerr OOuuttccoommeess How Does Crowdfunding Impact Job Creation, Company Revenue and Professional Investor Interest? CCA 2014
  • 24. BBeetttteerr OOuuttccoommeess Non Financial Support – Equity CF Understanding Alternative Finance - Nesta, University Cambridge 2014
  • 25. BBeetttteerr OOuuttccoommeess Non Financial Support – Reward CF Understanding Alternative Finance - Nesta, University Cambridge 2014
  • 27. BBeetttteerr OOuuttccoommeess 24% Quarterly increase revenue post crowdfunding Increased revenue of equity 351% crowdfunded companies Value of every hour invested in a successful campaign $813 How Does Crowdfunding Impact Job Creation, Company Revenue and Professional Investor Interest? CCA 2014
  • 28. BBeetttteerr OOuuttccoommeess Within three months of a crowdfunding campaign……. 28% of companies had closed an angel investor or venture capital round. 43% were in discussions with institutional investors. How Does Crowdfunding Impact Job Creation, Company Revenue and Professional Investor Interest? CCA 2014
  • 29. EEnndduurriinngg AAsssseett Crowdassets are the new source of innovation and economic growth. Open for Business — Moving from ‘Knowing’ to ‘Doing’! - Wright & Marom - EC Open Innovation Handbook 2014 Crowdfunding provides a perfect entry to the crowd empowered world!
  • 30. CCrroowwddaasssseett FFrraammeewwoorrkk Crowdsourcing Viral Marketing Collaborative Economy Maker Community Wiki Building Open Source Turking Deep Skills Open for Business — Moving from ‘Knowing’ to ‘Doing’! - Wright & Marom - EC Open Innovation Handbook 2014
  • 32. The Purpose of TAMP is to: Establish if crowdfunding is right for your project. Show how ready you are to crowdfund. Analyse which form of crowdfunding is best for you. Build a plan that will help you to run a successful crowdfunding campaign around. IInnttrroodduucciinngg tthhee TTAAMMPP PPrroocceessss
  • 33. TT Targets AA Audit MM Method PP Plan/Prepare TThhee TTAAMMPP PPrroocceessss
  • 34. What When Why Who TTaarrggeettss
  • 35. How much do you want and need to raise? ? How did you arrive at the numbers ? Is it enough ? Is this a single funding round ? Do you want stretch targets ? Is it a costed amount in a business case ? Are you using sensible valuation schemes WWhhaatt ddoo yyoouu nneeeedd??
  • 36. ? How hard are the timings ? Are they fixed, moveable, long or short term WWhheenn ddoo yyoouu nneeeedd iitt??
  • 37. Think strategically Saying you want to fund a film is simply not enough! ? How does this fit with the wider plans for you or your organization ? Are you looking to take a product to market, expand, or even radically change your business model WWhhyy ddoo yyoouu nneeeedd iitt??
  • 38. Followers and Fans Influencers Communicators WWhhoo aarree yyoouu ggooiinngg ttoo ttaarrggeett??
  • 39. Assets Skills Resources Tools AAuuddiitt
  • 40. Items, artefacts, objects and components that you or your organisation holds. Social and Relationship capital IP Pictures Mail lists Video Newsletters AAsssseettss
  • 41. Technical skills Web builder, reward maker, fabrication. Communication skills Copy writer, designer, video editor. SSkkiillllss
  • 42. Time Money People Facilities RReessoouurrcceess
  • 43. CRM A server Mail list tool Analytical tools Manufacturing tools TToooollss
  • 44. ?? ?? ?? Reward Equity Lending Donation MMeetthhoodd All or nothing Keep it all Duration Crowdcube Kickstarter Crowdfunder Funding Circle DIY
  • 45. Resources What do you need? Responsibilities Crowd Who will do what? Fans, Influencers, Communicators Schedule When will things happen? Publishing Plan Channels, Content, Timing, Monitoring, Responding PPrreeppaarree && PPllaann
  • 46. Before 33 PPllaannnniinngg PPhhaasseess After During
  • 47. Followers Influencers Communicators FFiinnddiinngg yyoouurr ccrroowwdd
  • 48. Run Your Own Campaign Preparation, Preparation, Preparation Get the Messaging Right Get off to a Good Start Monitor, Respond, Update Shorter is Generally Better Video, Video, Video Components ooff aa GGoooodd CCaammppaaiiggnn
  • 49. QQuueessttiioonnss?? TTiimm WWrriigghhtt tim@twintangibles.co.uk 07717 814 595 @twintangibles