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Paul Niederer - CSW Global Crowdfunding Workshop, Crowdfunding Discovery Meeting, CSWGlobal14

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Presented at CSW Global 2014's Crowdfunding Workshop by Paul Niederer, CEO ASSOB. Join us for CSW Global 2015! More Information: http://crowdsourcingweek.com/ and https://twitter.com/CrowdWeek

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Paul Niederer - CSW Global Crowdfunding Workshop, Crowdfunding Discovery Meeting, CSWGlobal14

  1. 1. Discovery Meeting Pre-launch Launch Post-launch 1)Earlybird/VIPlaunch 2) Live! Prepare Attract Deliver Investor funds can be received Plan Promote Accept
  2. 2. Crowdfunding
  3. 3. Sponsor Contacts Professional Investors Sophisticated Investors Overseas Investors Founder contacts Director contacts Suppliers Customers Industry leaders Personal Contacts Celebrities Affinity Groups Company followers Self Managed Super Funds VC’s & AngelsFamily Offices
  4. 4. Video Pitch Goal Progress Updates
  5. 5. Build the Issuer Page
  6. 6. Add aVideo
  7. 7. Add an Investor Pitch Deck
  8. 8. Add additionalVideos, Pitch Decks or Images
  9. 9. Profile the Team
  10. 10. List Achievements
  11. 11. Grow the Issuer Blog
  12. 12. Empower Social Media
  13. 13. Put up some FAQ’s
  14. 14. Start Spreading the Word
  15. 15. Monitor Statistics
  16. 16. Log in to ASSOB
  17. 17. Check who is hot!
  18. 18. Actions are Tracked
  19. 19. Investment takes time Text
  20. 20. • $3,300,000 raised! • Food Company! • 29 Investors! • Won Telstra Small Business of the year award! • Very profitable PRESHAFOOD!
  21. 21. • $1,650,000 raised! • Dental Plan Company! • 20 Investors SMILE LIMITED!
  22. 22. • $1,650,000 raised! • Self Managed Super Portal! • 32 Investors! • Coding has started SELF WEALTH LIMITED
  23. 23. • $700,000 raised! • Open Source Network Management Software! • 28 Investors ! • Many major Telcos around the world use the software OPMANTEK!
  24. 24. • $1,000,000 raised! • Children’s Design Furniture.! • 9 Investors LITTLE NEST FURNISHING!
  25. 25. Discovery Meeting • Formal Meeting • Founders • Management • Advisors • ASSOB • ASSOB Sponsor
  26. 26. Based on ASSOB’s learnings from over 300 Capital Raisings
  27. 27. • Selling a portion of your business • Needs a professional sales and marketing campaign • Not just about the offer document • Right messages • Right time • Right people
  28. 28. All Stakeholders are fully aware of the people, events and actions needed to have a successful capital raising Outcome for today:
  29. 29. • Lets look at a Successful Capital Raising • Started by a passionate individual • In this case the “Shirtless Dancing Guy” • Gathers a “first follower” • Followers assist • Social proof builds momentum
  30. 30. Followers
  31. 31. First Follower Second Follower The Lone Entrepreneur First Round Second Round Third Round
  32. 32. The More Followers The More Red Squares 4.Followers
  33. 33. Mercurien Limited 306 Eday Life Limited 262 Billie Goat Brands Ltd 254 Shooii Limited 221 At Once Limited 204 Golden Eagle Mining Ltd 204 Staminalift International Ltd 169 Incriptus Ltd 168 Flextank International Ltd 152 Biodental Remin Ltd 151 Keyhole TIG Limited 132 Endless Rewards Limited 109 PolyGenomX Limited 108 Australian Nutrition & Sports Ltd 103 Healthyfeast Limited 103 $1,470,000.00 $445,000.00 Social Proof
  34. 34. $500,000 minimum 100 followers ! $750,000 minimum 150 followers ! $1,000,000 minimum 200 followers ! $1,500,000 minimum 300 followers ! $2,000,000 minimum 400 followers Social Proof
  35. 35. Raising capital is also a Process
  36. 36. The ASSOB Process Simplified Pre-launch Launch Post-launch 1)Earlybird/VIPlaunch 2) Live! Prepare Attract Engage Deliver Promotion! Stages Investor funds can be received Plan Promote Accept
  37. 37. Getting Investor Ready Submission Offer Doc. for Due Diligence Getting Ready Ready to Market Discovering Nurturing Prospective Investors Early-Bird Marketing Investor Meetings Live Pitch Events Social Media The ASSOB Process Simplified Funded Pre-launch Launch Post-launch 1)Earlybird/VIP 2) Live! Prepare Attract Engage Deliver Promotion! Stages Investor funds can be received Plan Promote Accept
  38. 38. What content do you have now?
  39. 39. Content you have now ….
  40. 40. Essentials based on ASSOB’s learnings from over 300 Capital Raisings 4 What Works?
  41. 41. Story Team Followers
  42. 42. 1. A Convincing, Compelling, Credible Story 4 Essentials for a good Capital Raising STORY
  43. 43. 1. A Convincing, Compelling, Credible Story 2. A Balanced, Passionate, Capable and Likeable Team ! 4 Essentials for a good Capital Raising STORY TEAM
  44. 44. 1. A Convincing, Compelling, Credible Story 2. A Balanced, Passionate, Capable and Likeable Team 3. Lots of Suitable People to share the story with and engage 4 Essentials for a good Capital Raising STORY FOLLOWERS TEAM
  45. 45. 1. A Convincing, Compelling, Credible Story 2. A Balanced, Passionate, Capable and Likeable Team 3. Lots of Suitable People to share the story with and engage 4. A proven Platform to tell the story, process investment and maintain compliance 4 Essentials for a good Capital Raising STORY FOLLOWERS TEAM AGGREGATING PLATFORM
  46. 46. Story Team Followers
  47. 47. 1.A Convincing, Compelling, Credible Story 4 Essentials for a good Capital Raising STORY
  48. 48. 1. Narrative 2. Elevator Pitch Two types of stories that will support the capital raising
  49. 49. • Issuer Page •Video • One or two Page Summary • Offer Document • Media Releases We need stories for ...
  50. 50. • Whose idea? • How did it start? • What customers say? • Who loves you and why? • Hero stories? • The biggest compliment you’ve received? •What your competitors think of you? •What makes your business special? • What have investors or prospective investors said?
  51. 51. Do we have a Scribe?
  52. 52. 1. FOR ... 2. WHO ARE DISSATISFIED WITH... 3. OUR ... 4. THAT ... 5. UNLIKE ... 6. WE PROVIDE ... We also need an elevator pitch to focus the documents
  53. 53. Elevator Pitch – Silicon Graphics ! FOR post-production engineers (customers) WHO ARE DISSATISFIED WITH the limitations of traditional film editors (market alternative) OUR workstation is a digital film editor (new product category) THAT lets you modify film images any way you choose (problem -solving capability) UNLIKE workstations from SUN, HP or IBM (product alternative) WE HAVE ASSEMBLED all the interfaces needed for post – production film editing (product An example
  54. 54. 1. FOR (your target customers – tighter the niche the better) ____________________________________ WHO ARE DISSATISFIED WITH (the current market alternative) ______________________________________ OUR PRODUCT IS (new product category) ______________________________________ THAT PROVIDES (key problem - solving capability) ______________________________________ UNLIKE (the product alternative), ______________________________________ WE HAVE ASSEMBLED (key whole product features for your specific application) ______________________________________
  55. 55. Company Contacts Fans of your Story / Business Interest Groups Lists, JV Partners, Associations ASSOB Sophisticated Investors, Angels Accountants, Lawyers Graduates, Attendees, Patients Industry Experts Media Contacts Speciality Groups Industry Groups Personal Contacts Your Contacts Your Name
  56. 56. 1.A Convincing, Compelling, Credible Story 2. A Balanced, Passionate, Capable and Likeable Team ! 4 Essentials for a good Capital Raising STORY TEAM
  57. 57. 2.Team
  58. 58. High High Low Low High ROI Low ROIFinancial Exit Not an Investment Candidate Need to Build Capability Good for Capital Raising Innovation Potential Capability Potential Admissions Committee Assessment Matrix Where is your opportunity? 1
  59. 59. Balanced Passionate LikeableTeam Credible Board of Directors Building a Balanced, Passionate, Capable and Likeable TeamCOMPANY TEAM Advisory Board
  60. 60. Company Contacts Fans of your Story / Business Interest Groups Lists, JV Partners, Associations ASSOB Sophisticated Investors, Angels Accountants, Lawyers Graduates, Attendees, Patients Industry Experts Media Contacts Speciality Groups Industry Groups Personal Contacts Your Contacts Your Name
  61. 61. CREDIBILITY To support the Story To back up the Person and Team
  62. 62. Credibility To support the Story • Milestones achieved • Passionate customers • Industry experts endorsement • IP Secure • Desirable exit To back up the Team • Directors with relevant credentials • Technical ability • Marketing and Business ability
  63. 63. © 2011 Australian Small Scale Offerings Board Limited ® • ASSOB Code: CDL • Allows electronic files to be encrypted & transmitted • Listed on ASSOB Primary Board (29 September) • Offer closed fully- subscribed (28 January) • $1.5M raised from investors via their ASSOB listing Cocoon Data
  64. 64. Gathering Credibility Secure IP, Patents, Know how Industry Experts that Endorse us Support for Valuation Board Members High Profile InvestorsAwards, Milestones Achieved to date Strategic Partners/ Customers Exit Alternatives To support the Story To back up the Person and Team STORY TEAM ! CAPABILITY CREDIBILITY CREDIBILITY
  65. 65. Company Contacts Fans of your Story / Business Interest Groups Lists, JV Partners, Associations ASSOB Sophisticated Investors, Angels Accountants, Lawyers Graduates, Attendees, Patients Industry Experts Media Contacts Speciality Groups Industry Groups Personal Contacts Your Contacts Your Name
  66. 66. Press and Social Media Person Graphic Design Person Video Person The Capital Raising TeamCAPITAL RAISING TEAM Offer Document / Numbers Enquiries followers Investor Meetings Front Person Site Updates
  67. 67. 1.A Convincing, Compelling, Credible Story 2. A Balanced, Passionate, Capable and Likeable Team 3.Lots of Suitable People to share the story with and engage 4 Essentials for a good Capital Raising STORY FOLLOWER TEAM
  68. 68. 22% 38% 64% 86% 3 1 6 26 136
  69. 69. Events with Founders / Management Specialist / Expert Events / PR Events Investor Meetings When? Product / Service Based Events Events
  70. 70. Company Contacts Fans of your Story / Business Interest Groups Lists, JV Partners, Associations ASSOB Sophisticated Investors, Angels Accountants, Lawyers Graduates, Attendees, Patients Industry Experts Media Contacts Speciality Groups Industry Groups Personal Contacts Your Contacts Your Name
  71. 71. Company Contacts Fans of your Story / Business Interest Groups Lists, JV Partners, Associations ASSOB Sophisticated Investors, Angels Accountants, Lawyers Graduates, Attendees, Patients Industry Experts Media Contacts Speciality Groups Industry Groups Personal Contacts Your Contacts Your Name
  72. 72. Capital Raising’s Social Proof
  73. 73. Followers InvestorsPossibles $500,000 minimum 100 followers $750,000 minimum 150 followers !$1,000,000 minimum 200 followers !$1,500,000 minimum 300 followers !$2,000,000 minimum 400 followers Fans Customers Suppliers Industry Leaders ASSOB Contacts Personal Contacts Professional Investors Celebrities People Overseas Affinity Groups Tribes STORY TEAM ASSOB
  74. 74. Media and Promotional Contacts you have now Dream Media and Promotional Contacts
  75. 75. eNews stories Public Relations Personal Letters Mail-outs Investor Meetings Blog Bloggers Facebook Linkedin Publications Issuer Page Video Offer, Supplementary & Replacement Docs plus Investment Summary Issuer Page Updates You Tube Awards Competitions Site Visit Factory Tour Product Demonstration Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Media interviews ASSOB Platform Other Ways Social Media eMail Responsibility : Gathering, Engaging, Counting Responsibility : ASSOB TV
  76. 76. Twitter Responsibility:
  77. 77. Personal eMails Gathering, Nurturing, Counting
  78. 78. eNews stories Responsibility:
  79. 79. Responsibility : ASSOB TV
  80. 80. eNews stories Public Relations Personal Letters Mail-outs Investor Meetings Blog Bloggers Facebook Linkedin Publications Issuer Page Video Offer, Supplementary & Replacement Docs plus Investment Summary Issuer Page Updates You Tube Awards Competitions Site Visit Factory Tour Product Demonstration Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Responsibility: Media interviews ASSOB Platform Other Ways Social Media eMail Responsibility: Gathering, Engaging, Counting
  81. 81. Do you have a “Compelling Event”?
  82. 82. Who will champion it?Compelling Event Suggestions
  83. 83. Pre-launch Launch Post-launch 1)Earlybird/VIPlaunch 2) Live! Prepare Attract Engage Deliver Promotion! Stages Investor funds can be received Plan Promote Accept Timeline $ ? Prepare Offer Document! Video! Profile Page info! Media Calendar! How much?! By When?! ! Attract Ambassadors! Influencers! Prospective Investors! Soft Committments Plan Platform! Team! Discovery! Pitch! Events! • Investor Pitches! • Compelling event! Promote Updates! Media! Deliver ?? ?
  84. 84. Thank you ASSOB C.E.O. Paul Niederer paul@assob.com.au 0411 968 362 @paulniederer /paulniederer Pre-launch Launch Post-launch 1)Earlybird/VIPlaunch 2) Live! Prepare Attract Deliver Investor funds can be received Plan Promote Accept

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