The document discusses crowdfunding for entrepreneurs. It defines crowdfunding and the different types including donation, reward, equity, and debt crowdfunding. It explores how crowdfunding fits within the start-up financial cycle and can be used for project validation. The document provides tips for creating a successful crowdfunding campaign, including telling a story, setting goals, choosing a platform, presenting the project, finding supporters, offering rewards, and communicating. It shares lessons learned from the author's Uttopy campaign, such as focusing on the crowd, identifying customers, making it easy, considering cultural differences, and being resilient.

1. Inés Echevarría Crowdhub.es @guiskiguiski
Crowdfunding for
Entrepreneurs
Inés Echevarría
IESE
23th November, 2016

2. Inés Echevarría Crowdhub.es @guiskiguiski
About Me

3. Inés Echevarría Crowdhub.es @guiskiguiski
Agenda
What is Crowdfunding
Crowdfunding and the Start Up Financial Cycle
Crowdfunding for Project Validation
How to Create a Crowdfunding Campaign
Our Key Learnings with Uttopy Campaign

4. Inés Echevarría Crowdhub.es @guiskiguiski
Crowdfunding=

5. Inés Echevarría Crowdhub.es @guiskiguiski
It’s not a Novelty…

6. Inés Echevarría Crowdhub.es @guiskiguiski
It only changes Technology

7. Inés Echevarría Crowdhub.es @guiskiguiski
Crowdfunding =
Crowd
+Funding

8. Inés Echevarría Crowdhub.es @guiskiguiski
Crowdfunding Types
Equity
Dona,on
Debt
Reward

9. Inés Echevarría Crowdhub.es @guiskiguiski
Donation-based Crowdfunding
• Leader: NGO or Particular
• Projects: Social Issues or Personal Needs
• Financiation: Flexible or All- Nothing
• Donor: Auto realization
• Platforms: Migranodearena,Generosity, GoFundMe, …
• Awareness
• Donations
• Donors

10. Inés Echevarría Crowdhub.es @guiskiguiski
Rewards-based Crowdfunding
• Leader: Creator or Entrepreneur
• Project: Go to Market
• Financiation: Flexible or All- Nothing
• Backer: A novelty (creativity, innovation,…)
• Pre sell
• Idea Validation
• Community
• Platforms: Verkami, Kickstarter, Indiegogo, …

11. Inés Echevarría Crowdhub.es @guiskiguiski
Equity Crowdfunding
• Leader: Entrepreneur
• Project: Early Growth Start Up
• Financiation: All- Nothing
• Investor: Equity
• Financiation
• Community
• Platforms: CrowdCube, The Crowd Angel, …

12. Inés Echevarría Crowdhub.es @guiskiguiski
Debt Crowdfunding
• Leader: Company or Particular
• Project: Financiation
• Financiation: All- Nothing
• Lender: Profitability
• Credit
• Debt Diversification
• Community
• Platforms: Arborius, Funding Circle,…

13. Inés Echevarría Crowdhub.es @guiskiguiski
Crowdfunding & the Start
Up Financial Cycle

14. Inés Echevarría Crowdhub.es @guiskiguiski
Start Up Finantial Cycle
Idea Prototype Start Up Early Growth Expansion
Rewards/
Donation
Equity
LendingLending
FinancialNeed

15. Inés Echevarría Crowdhub.es @guiskiguiski
Crowdfunding & Project
Validation

16. Inés Echevarría Crowdhub.es @guiskiguiski
“The single necessary and
sufficient condition for a business
is a paying customer”.
Bill Aulet, Disciplined Entrepreneurship

17. Inés Echevarría Crowdhub.es @guiskiguiski
Test & Learn

18. Inés Echevarría Crowdhub.es @guiskiguiski
How To create your
Crowdfunding Campaign

19. Inés Echevarría Crowdhub.es @guiskiguiski
1. Tell a Story
Why the world will be better with a project
like yours?

20. Inés Echevarría Crowdhub.es @guiskiguiski
2. Set up your Goals
• Pre sell
• Idea Validation
• Community

21. Inés Echevarría Crowdhub.es @guiskiguiski
3. Choose a Pla*orm
• Funding model
• Usabililty
• Internationality
• Technology
• Brand Positioning
• Comissions & Fees

22. Inés Echevarría Crowdhub.es @guiskiguiski
4. Present your Project
• Pitch
• Video
• Images/ Prototype
• Team

23. Inés Echevarría Crowdhub.es @guiskiguiski
5. Find your Community
Family
(you)
Friends
(interests)
Fans
(values)

24. Inés Echevarría Crowdhub.es @guiskiguiski
6. Offer value with your Pledges
• Assorment
• Exclusiveness
• Limited Ed.

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Launch Last Call
Valley
7. Communicate, Communicate, Communicte

26. Inés Echevarría Crowdhub.es @guiskiguiski
8. Failure is Not an Option

27. Inés Echevarría Crowdhub.es @guiskiguiski
"You do not have to see
crowdfunding as an end,
but as a medium that is part of the
beginning of your project as an
entrepreneur."

28. Inés Echevarría Crowdhub.es @guiskiguiski
Our Key Learnings with
Uttopy Campaign

29. Inés Echevarría Crowdhub.es @guiskiguiski
Our Learnings
• It’s more about Crowd
• Identify your Customer Persona
• Make it Easy, not “perfect”
• Take care of the Cultural
Differences
• Be Resilient and don’t Give Up

30. Inés Echevarría Crowdhub.es @guiskiguiski
Are you ready for “The Marathon”?

31. Inés Echevarría Crowdhub.es @guiskiguiski
Pre-campaign Campaign Post- Campaign
Are you ready for “The Marathon”?

32. Inés Echevarría Crowdhub.es @guiskiguiski
Keep in touch ;)
Crowdhub.es