High-level presentation about crowdfunding - how it works, examples and best practices. For MNP LP, November 2013.

1. Crowdfunding
A new approach to funding projects,
passions and businesses
MNP Table Topic
November 19, 2013

2. It can work. Big time.

3. Or on a smaller scale 

4. Today
1. Crowdfunding Basics
2. Who benefits from it today
3. Crowdfunding sites and examples
4. Types of business fundraising
5. Tax implications
6. What works, and what doesn’t
7. Homework: Let’s crowdsource ideas!

5. Sounds great. What is it?
“The collective effort of individuals who network
and pool their money to support efforts
initiated by other people or organizations.”

6. Why now?
Crowdfunded in 1884!
1. Internet and social media -
networks of networks. Global
reach.
2. SME’s can’t access risk capital.
3. Momentum and buzz - It works
and can’t be stopped.
Governments are getting onboard.

7. How it works
1. A business or individual has an idea that needs
funding
2. Creates and promotes a crowdfunding
campaign online, sets target
3. Backers get a “reward” for contributions
4. Crowdfunding site takes about 10% of proceeds

8. Who uses crowdfunding?
Causes: Not for profits, education,
fundraisers, disaster relief
Creatives: Indie art, film, books, design...
Product development: Technology products,
food, pet toys...huge range
Business growth financing: Typically SME.

9. Kickstarter
The leader.
$800,000,000 raised for
50,000 projects from
4.8 million backers.
Focus on creative
projects: Art, books,
photo, dance,
technology, publishing.
Now in Canada.

10. Kickstarter – Product Development Campaign
Project: Innovative
coffee machine
Need: Finance
production run
Goal: 135K

11. Indiegogo: Local success story
Pub Pedals: Turn clipless
pedals into platforms
Canmore’s Jeff Thom
Great publicity and $8000
Rewards = Product
Now shipping to 30
countries. Backers
become customers and
reps!
Canmore’s Georgetown Inn!

12. IndieGogo – Wild West?

13. Fundly – Causes
Largest site for causes.
$300M + raised.
Trips: Working on aid
projects
Events: Runs, walks,
rides
Charities
Health and Medical

14. Crowdfunding your Business
Two non-equity models:
1. Donations
2. Rewards and pre-purchase

15. Rewards
• Offer rewards based on contribution levels.
• 3 to 5 reward levels recommended, with one
entry-level.
• Tips: Don’t overspend. Be creative. Watch out
for shipping costs.
• Examples:
– Handwritten thank you note or thank you video.
– Merchandise: Branded t-shirt, etc.
– Credit - album liner notes, film credit, packaging.

16. Rewards

17. Pre-purchase
• Discount on product under development
• Special editions of product
• Influence the design
• Often combined with non-product rewards
Calgary company!

18. Pre-purchase

19. Business Financing: Crowdfunded Equity
Access to private capital
beyond personal network
and banks.
Today: US JOBS Act permits
equity crowdfunding.
Canada: Lagging behind. ON
and SK developing
frameworks.
Legal only through OM
exemption – complicated.

20. Tax implications
• No free lunch. If funds are used for a business,
they may be taxable.
• Keep great records. Money received, cost of
rewards and any other costs associated with the
campaign.
• CRA is watching, or will be soon.
Source – Devry Smith LLP

21. Reality Check
65%+ of campaigns fail to reach their targets.

22. What Works
Define your project. Be specific.
Tell a story – make a connection.
–Make it personal
–Make a compelling video
Prime the pump: reach out to your personal network first.
Get to 20% of target ASAP.
Get social: A strong social media presence helps to reach
beyond your personal network.
Offer great rewards.
Have and entry-level donation amount. Average is around
$20.

23. The Video
This is the most important part of your campaign. Treat
it that way.
Quality counts. Ask for help. Rent or borrow a DSLR.
Be brief. Attention spans are short. Max 3 minutes.
Be clear. After 30 seconds, the viewer should know what
your campaign is about.
It’s not all about you.
Make the ask.

24. Great Videos

25. Great Videos

26. Go to video school – for free

27. What Doesn’t Work
Set it and forget it.
• You need to be persistent, engage with
your backers and spread the word. Reach
out to media.
No video: Cuts success rate by 70%.
Unrealistic goals: Raise only what you need for
that specific project.
No rewards = no chance. Unless it’s a charity.

28. Personal Checklist
 Am I ready to work hard for the duration of the
campaign?
 Do I have a story, not just a product pitch?
 Is my idea unique or interesting enough that a
stranger would back it? Will people share it?
 Can I deliver on my promises to my backers?
 Can I handle the risk of rejection?

29. More information
http://ncfacanada.org/learning-center/
http://www.kickstarter.com/start

30. Calgary & Crowdfunding
Let’s crowdsource some ideas!
Entrepreneurial
Adventurous
Generous, charitable
Strong creative community

31. Thank you!
Jeremy Bernard
jbernard@legendmarketing.ca
403-678-8513
www.legendmarketing.ca
Twitter: @legendmarket