It’s not a new concept! Memorials and worship places have been funded and built in by small donations for years. In the recent years Indian startup story has witnessed more twists than before. If you are also a part of this startup story, crowdfunding can be the way of connecting investors and bring your story to life.

Here’s that how does it work?

Selecting the project and building a story

Launching a new product or starting a campaign should be specific with a perceived outcome. Your campaign should be time bound. Try to make a complete story that would appeal people to contribute in your product. Make them understand why your project is unique and what problem you are solving that will compel your potential backers to fund you.

Mount a funding budget

Set up a specific budget you need and be clear where it will go. Be precise about meeting up your targets as it allows the investors to know the licitness and credibility of your project. It shows that people have been interested in backing up your project,

The budget should include the commission fees of your crowdfunding platform and the reward budget.

Choosing a Platform

It is the one of the most important and crucial step in launching your crowdfunding campaign. It depends upon what type of project you are launching and what your goals are. There are loads of platforms to decide from such as Milaap, Indigogo, Catapooolt etc. which offers you a good stuff of audience.  You need to decide between:-

Reward and donations based – Offering ‘rewards’ and perks for your backers is always good. You could give them gifts and perks based on how much contribution people pledge.

‘All or nothing’ or ‘Keep it all’- Some platforms keep the rule of ‘ All or nothing ‘ where if you don’t meet your target you will have nothing. And platform like Catapooolt offers you to get all the money minus their fees, even if you fail to meet your target.

Prepare a pitch and promote your campaign

Prepare an overwhelming pitch about your campaign telling who you are ,what’s your idea, why you started that will revoke the interest of your potential pledgers. Have an impressive pitch video catering a personalized strife to the viewers. You have to make people informed about your crowdfunding campaign. Create a coordinated online social media campaign with the help of your crowdfunding platform. Reach out to media and people to have more coverage to your campaign. Encourage them to back up your campaign by hosting an event or through any other engagement. It is not easy to arouse people’s interest unless you give your full commitment to your campaign. Be passionate enough to turn your dream into reality.

Follow Feedback

It is your backers which helps you to climb the mount. Taking your customers feedback seriously is really significant. Getting reviews and making improvements is essential before launching the campaign. Keep in touch with your supporters and keep them modemised about your progress. Thanks them and let them feel that their contribution is making a difference.

Its time to capitalize your venture and let your business grow through crowdfunding. The arise of crowdfunding has provided an alternative to traditional ways of funding. It is an effective way to help entrepreneurs in reaching their dreams. The increasing social media trends inculcates perfect conditions for crowdfunding as a fundraising tool to prosper in the capital market. So fund your project and go crowd out loud!

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“Crowdfunding is creating a new public demand which connects common people with investment opportunities that used to be accessible only by the very wealthy.”

And there is no doubt or secret to the intricacies of investment that crowdfunding has aid to small businesses or the newbies of the startup world by connecting them to the common public for raising capital. Crowdfunding simply means, getting funds from a large number of people with the usage of the internet and an online social media platform. The inception of this modern day crowdfunding dates back to 1997 when a British rock band funded their reunion tour through online donations from fans. Since then, crowdfunding has taken many forms and has emerged as one of the most effective options for entrepreneurs and other project initiators to validate their ideas.

So let’s understand some of these different dimensions of Crowdfunding and gets penetrate about them:-

1. Reward-based Crowdfunding

This model of crowdfunding is mainly used by startups who want to accelerate the pace of their initiative and by other projects of artists or film producers, software development or civic projects etc. Reward crowdfunding is based on the perks or rewards a potential backer gets in return of the investment made by him/her. Rewards can be in the form of product or service, he/she is backing up or any other rewards mentioned in the campaign prior. It is a lucrative method to raise funds as donors donate in the expectation of return. The rewards are differentiated on the basis of backers contributing smaller amounts and the ones who cater gratitude.

Following perks can be rewarded to the potential patrons:

• The backers who contribute less than rs.500 can be revert back with the recognition through the way of a ‘Thank You’ note or a gift card or simply by thanking them personally on the campaigner’s social media page. Make them realize that their every effort is worthy of a count.
• Contributors can be rewarded by services like giving them a discount, or some smaller reward tiers like shout outs or exclusive t-shirts.
• An effective way of rewarding is pre-orders. Backers will back up in the expectation of availing the product they are contributing their money for.

Companies like Catapooolt, Kickstarter and Indiegogo have emerged as the best reward-based crowdfunding platforms of India and are helping hundreds of startups gaining funds for various causes.

2. Equity-based Crowdfunding

SEBI (Securities and Exchange Board of India) regulates the rules regarding Equity Crowdfunding and has made it illegal in India. In this model of Crowdfunding, the backers are termed as ‘investors’ because they invest their money into the company for an amount of share in it on the basis of capital invested. Primarily, these investments are made in companies with the goal of making a return in 5-6 years.

Usually, a large amount of capital is raised through this model and not the smaller ones. This amount is mainly for either launching a company or taking a big leap, not just for backing up a cause. In India, such funds are raised through an angel investor or a VC for a startup. We have been using other forms of crowdfunding that is reward or donation based, so if you want to raise the capital you can avail the advantages of crowdfunding through platforms like Catapooolt for ensuring a swift capital coming in your way.

3. Debt- based Crowdfunding

Also known as ‘Peer-to-Peer Crowdfunding’ or ‘Crowdlending’ is a model based on the process in which investor invests in your project in return of the ‘interest’. Money lent by multiple investors in small amounts through the internet is called Debt-based Crowdfunding. It is somewhat similar to loan except that in crowdfunding, the loan is borrowed from a number of investors in small amounts rather than from a single bank. Debt Crowdfunding has an edge over bank loan because of the interest rates being lower and funds can be garnered with ease by reaching among the masses at the same time.

It can be an optimum method for businesses that might get failed to raise loans from banks. But as the saying goes, nothing comes exquisitely. The drawbacks faced by debt-financing are the regular interest payments and the security that companies have to pledge against their assets. Thus, it may be suitable for companies who have already established venture and adequate assets or sufficient cash flow credibility.

A Quick Collation

A major asset that Debt Crowdfunding has over an Equity Based Crowdfunding campaign is that the campaigner doesn’t have to lose any share in its company. Thus, investors are serviced only with the profit share and the owner continues to enjoy his ownership. Equity Crowdfunding is illegal in India. Therefore, for newly established ventures, an imperative option can be to go for the reward and donation-based models of crowdfunding. Whatever the model you choose, just go dig well before in the advantages and disadvantages it chalks up.

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Mark Cuban called the idea crazy whereas another Shark Tank judge, Kevin O’Leary, said the founders were out of their minds to make a product that claims to be reusable. He asked them how did they intend to make money with such a product. The question was why would anyone buy it again if it is reusable?

Today, the Rocketbook Everlast is Amazon’s best-selling wire bound notebook. How did they do it? They did it with crowdfunding. The company has shipped more than 75,000 notebooks to its crowdfunding backers and their customers.

That’s it. I know it is hard to believe, but I promise you, it is all true and happened here on Earth. Go watch their Shark Tank video. When you are done with it don’t forget to read ahead because here are our top 10 hacks that will help you crowdfund your campaign like a rockstar. Are you ready?

Here is the ‘After the tank’ video.

1. While launching your campaign, set the automatic contribution amount to INR 2.5k instead of zero.

When you do this, it increases your chances of raising a bigger amount quicker. Keep INR 100 as an option as well. This will help them show their support and appreciation for your project. They might not leverage the reward benefits but they would be the ones who would bring more contributors from their circle.

2. Surpass the progress bar.

For a moment, just think of yourself as a potential contributor for a random project you saw on a crowdfunding platform. Would you just like that put your money into it? Most probably, no. A stranger doesn’t do that but people in your friend circle and near ones would. So, how do we make strangers contribute? The answer to this is to pass the contribution progress bar which usually lies between 20% to 30%. Your job is to get your project funded in between that range from your near ones as quickly as possible. They will be your early adopters and so will pave the path for others as well.

3. Leverage the power of bloggers and influencers.

Do you ask why? They are the people with huge numbers of followers and whom people believe in. Isn’t that what you were looking for? Way before you launch your campaign, start getting in touch with influencers who represent your domain. Build a relationship and ask them for a favour or their services. Make them understand your project and then see the magic. Also, don’t get so choosy with follower numbers, whether it is 5k or 500k, all would do.

4. Email marketing is no underdog.

When it comes to crowdfunding campaigns people often take it as the underdog of marketing. Well, as per Indiegogo, the first 30% of your funding goal can be achieved by the people who are passionate about your project and would also email their networks on your behalf.

You can also ask for a favour from people close in your network to share their email contact list. The bigger your email list grows the nearer your crowdfunding goal seems. Also, do not forget the timely follow-up job. After all, it takes 6 to 8 impressions to generate a viable sales lead. 

5. Social media hacks.

After you have successfully launched your campaign with an awesome pitch, backstory and video content and have also surpassed the contributor’s progress bar it is to time go godspeed. Do proper research about your customers and demographics. Get the help of social media experts and go for paid marketing. A few bucks won’t hurt when you will see the buzz it creates and profit it brings in. Export all your contacts from your social media profiles and add them to your email list.

Here is how you can download your Facebook contacts.

6. Engagement is the key.

As soon as you have launched your campaign and are done creating the buzz with the help of your social media outreach, you should not miss the chance of carefully listening and engaging with your potential backers. On one hand, you get their instant feedback on your campaign and on the other hand, you will see many requesting for adding this or that to your product or service. You might get leads for your next product and they would be the one gladly waiting for your next product launch. Hence, engagement is the key. Make each and every one of them feel special.

7. Gamify your rewarding game.

Rewarding your backer is the sweet spot where you would want to hit. It can make them click on the ‘contribute’ button almost instantly. It could be as simple as merchandise or as special as the passes to your live event. Try to make it an experience for them to cherish and something cool which will make them flaunt it on their Instagram profile. I hope you got the idea.

8. Go live on Instagram

While the campaign is still in progress share the progress of your product prototype or how excited are you for achieving half of your goal. Get your creative juices to work. Go live on Instagram with your influencer friends using “Go Live with a Friend” feature. You got to create your own buzz.

9. Give an option of ‘Refer to your friends’

Referrals might seem like an old hack but it still hasn’t lost its charm. Gamify the referral game and you never know when it might go viral and make you feel like you have hit the jackpot.

10. Attend events and attract several eyeballs for your campaign.

The last but not the least, go local. Approach anyone in your network where you feel you can showcase your product and get lucky. Attend relevant events and talk to people about your campaign. This is how you get people talking and you know, people bring business.

Other than that you can create your own comic series and share it on social media channels, opt for mentor consultancy, or go for a press release. Do not forget to embed multiple payment options and make it super easy for your backer to support your campaign.

Conclusion:

No jargons, no repetitions. I know you are smart folks and have remembered it all. Just remember, what Elon Musk had to say, “When something is important enough, you do it even if the odds are not in your favor.

Let me know what do you think of the above points. Criticise it, or ask questions if you think I can answer them. Let’s have some intelligent conversation. Over to you.

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