This document provides an overview of crowdfunding. It discusses different forms of crowdfunding including donation-based, reward-based, equity-based, and debt-based crowdfunding. Examples are given of successful crowdfunding campaigns in Sweden. Global crowdfunding has nearly doubled from 2012 to 2013 and continues to grow significantly each year. While still relatively small compared to traditional forms of financing, crowdfunding is becoming a notable new means to fund projects and startups. The challenges and opportunities of crowdfunding are also examined.

1. Crowdfunding
ROBIN TEIGLAND & CLAIRE INGRAM
STOCKHOLM SCHOOL OF ECONOMICS
OCTOBER 2014
ROBIN.TEIGLAND@HHS.SE
CLAIRE.INGRAM@HHS.SE

2. Local Stockholm success story:
Flippin’ Burgers
Money raised:
SEK 36,502 /
€4,000
Number of
investors: 186
Date funded:
September 2011
Sector: Food

3. Enabling local, small-scale solutions
http://travel.cnn.com/best-americana-restaurants-europe-023346

5. What is crowdfunding?
Accumulation of small investments in individual
projects by large number of individuals (the
“crowd”) via or with help of Internet and social
networks (De Buysere et al., 2012)
Picture: FundedByMe

6. Four forms of crowdfunding
Form Benefits for funders
Donation-based
Donation Intangible benefits.
Reward-based
Donation or pre-purchase
Rewards in addition to intangible
benefits.
Equity-based Investment
Return on investment if company
does well. Rewards sometimes also
offered and intangible benefits may
motivate too.
Debt-based Loan
Repayment of loan with interest.
Alternatively intangible benefits if
loan given interest-free.
Ingram & Teigland 2013

7. Investment Role and Type Investment Value 2012
Angel
Investors
Invest large amounts, make few
investments, take equity share.
3.3-3.9 billion SEK p.a.
(approximation based on 2008
data)
Soft Loans
State loans at high interest rates
that can be written off if enterprise
dissolution.
2.4 billion SEK p.a. (ALMI alone)
Venture
Capitalists
Invest large amounts, make few
investments, take equity share.
1.8 billion SEK p.a. (2010 data)
Crowdfunding
Donation, pre-purchase/reward, or
equity, depending on platform and
entrepreneur’s preferences.
Estimated 37 million SEK p.a.
Ingram & Teigland 2013

8. How big is crowdfunding?
Global crowdfunding almost doubled 2012 to 2013 to
USD 5.1 bln
March 2014 Kickstarter passed USD 1 bln in total
pledges
FundedByMe raised USD 10.5 mln to date
Swedish market to be SEK 100 mln in 2014
By 2025 global crowdfunding could reach USD 90 to 96
bln (1.8 times today’s global VC industry)
Growth potential greatest in emerging markets?
USD 50 bln in China by 2025?

9. Crowd equity taking off

11. P2B lending in Sweden

12. Toborrow.se

13. Ingram & Teigland 2013
Why crowdfund?
Difficulty in raising funds from traditional sources
Test market or establish user base
Marketing & publicity for your product or service
Faster time to market
Funding (may not be large amount of money though)
Screening device for investors
Access greater pool of investors: further afield or
people without right “connections”
Skills, connections, and other resources?

14. “It’s not just about the money.”
685 people talking
about product on
social media
Australia’s “Major Disaster Department”
World’s largest telecom

15. Measuring demand in advance

16. One step in the financing chain

17. Nesta

18. Democratizing innovation
through access to capital?
Women in USA
<30% of business owners
<15% of angel investors
<10% of venture capitalists
But…
Women on Kickstarter
35% of project leaders
44% of investors on platform
>40% of projects women invested in had female
project leaders
Marom, Robb and Sade 2014

19. “Made in Africa” 3D printer (Togo)
Winner of International
Space Apps Challenge
http://www.engineering.com/3DPrinting/3DPrintingArticles/ArticleID/5712/E-Waste-3D-Printer-to-Mars.aspx

20. What are the limits?
EU/EEA
No country can require a prospectus for round of
<100 000 EUR
For round of >5 million EUR an EU prospectus is
always required
In Sweden
Limit is 2.5 million EUR without a prospectus
Less than 150 ‘non-qualified’ investors without a
prospectus
ALSO shares in non-publicly traded companies
cannot be advertised in Sweden

21. Crowdfunding challenges?
Skills: How to ensure knowledge/awareness and necessary skills?
Lack of support and strategic advice for funders/investors, entrepreneurs,
public sector?
How to deal with many small investors in equity crowdfunding?
Regulation: How to protect investors without stifling innovation?
Risk assessment?
Cross-border investments?
Secondary markets for crowd equity shares?
Taxation issues for investors and entrepreneurs?
Local market: How to protect/ensure local markets against foreign
competition?
Local platforms vs global platforms?
Significant/sufficient level of funding from local market?
How to better leverage “crowd” for resources?
Source: Own research, Nesta

22. http://www.slideshare.net/eteigland/crowdfunding-in-sweden

23. Thank you!
Questions?
Image via NewYorker.com

24. If you love knowledge,
set it free…
Robin Teigland
robin.teigland@hhs.se
www.knowledgenetworking.org
www.slideshare.net/eteigland
@RobinTeigland
If you like this presentation and would like to contribute to our
research, we accept bitcoins:
14hs4JbnQLXE87GGzu84uXGaspmxmnLpwC.
Thank you!!!!!

25. Appendix

26. Crowdfunding 2012
Massolution 2013
Est. 5.5 mln
(Oct 2013)
Worldwide
$2.7 bln
470k projects
800+ platforms

27. Most popular crowdfunding activities
Massolution 2013

28. Sold 400,000 watches already

36. Who are the funders?
Educated experts(?)
University degree
Knowledge and previous experience in same field
“In-crowd”
“Entrepreneurs”
Risk lovers
Skoglund & Stiernblad 2013

37. Who are the funders?
Educated experts(?)
85% respondents have university degree (vs 16%
women/22% men in general population, 2013)
42% had knowledge in same field as project they
funded
49% reported to have been better at judging project
quality due to previous experience
“In-crowd”
47% of “the crowd” classified themselves as
entrepreneurs – compared to only 7% of Swedish
population (2012)
77% never bought shares in unlisted company before
41% risk lovers Skoglund & Stiernblad 2013

38. Crowd equity raising its head…
• Politicians generally
positive -> entrepreneurs
+ job creation
• But regulation is lagging
in most countries
• US, Italy, Denmark
changing regulations
enabling equity
Massolution 2013
Millions of dollars

40. http://www.fundable.com/blog/crowdfunding-infographic---the-jobs-act-explained

41. How to succeed?
Choose right platform– and crowdfunding form
Going global or local?
What do you give in return (thank you, reward, pre-purchase,
shares)?
Keep in mind platform fees
Define the concept
Make it easily understood
Make it personal?
Feed the crowd
Ensure initial critical mass (social media, newspapers)
Keep followers up to date
MAGIC

42. Lots to think about....
Going global? Going local?
Reward-based? l Niche product or
service?
l Global appeal?
l What are rewards?
l How do you reach
international audience –
and stand out?
l Community-specific
product or service?
l Local appeal?
l What are rewards?
l Does community know
about you – can you
reach them?
l Local benefits
Equity-based? l Looking to scale up?
l How much equity?
l How to value your
project?
l Looking to establish
foothold?
l How much equity?
l How to value your
project?
l Local benefits –
experience, connections
etc?

43. Trends in crowdfunding
Peer to peer lending
Niche
Community
Hybrid platforms
Enterprise sponsored
Internal corporate crowdfunding
LIVE!
Economic development
Celebrities
…

44. Crowdfunding for research

45. Strategic partnership
+

46. Celebrities entering the scene
Executive Producer Robert Redford
Narrated by Jodie Foster
Donald Trump’s crowdfunding site
Open to anyone

47. Internal corporate crowdfunding
iFundIT
More than 300 participants
Entry-level workers to VPs
Given $2,000 to invest over 8 week period
Choose internal projects in which to invest

48. Enabling entrepreneurs anywhere
Ushahidi of Kenya
Kenya

49. Venture capitalists are the
travel agents of yesterday –
here today, gone tomorrow.
Venture capitalist
in Silicon Valley –
June 2013

50. What’s next?