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SMVd - Comment conjuguer stratégie marketing et crowdfunding
Ellie Damashek - Marie Debombourg - Emile Joudié - Dan Witting - Robin Finger

Sunday, Oct. 7, 2018 · 11 a.m. · 01h 27m 47s

Table ronde sur le rôle du crowdfunding au sein d'une stratégie marketing. Participants à la table ronde: Ellie Damashek (Indiegogo), Heather Corcoran (Kickstarter), Marie Debombourg (WeCan.Fund), Emile Joudie (wemakeit), Robin Finger (Discover Earth), Dan Witting (Baabuk).

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00:00:02

thank you to act yeah a a hello to everybody

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now we are going to jump into this uh

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this very interesting topic of the crowd finding

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i'm really happy and three hours to have a really beautiful and very interesting experts

00:00:20

to write to speak with us about this topic and more specifically about the

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interaction we can have with a whole um that theme of marketing

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a crowd funding has become a popular technique together quickly files for a new company

00:00:38

or a new product lounge but it isn't the only reason to use it

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grant funding is an excellent method to test your marketing mix and

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to answer questions such as that's your product fits the market's

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e. there any parent you know an important community uh uh interesting

00:00:58

into your products can your product be a commercial success

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there are many possibilities are uh inside is too light will help us have some

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elements about these subjects these round table with the split it in two faces

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we are going to start with three person representing frustrating because system

00:01:22

their works for crap funding platforms and have a client approach in light

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they gathered more thing to be real threes frank's scenes they exist

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we're going to understand more about the best back to says of the system

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and how how how and understand how to help companies using marketing

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all the other and industry will be represented by two companies they will tell us more

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about their experiences and their strategies to use marketing into that crowd funding helping

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we will then catching you i would be thrilled to hear

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your different questions about this subject for these first parts

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are we are we are we welcome i didn't mention any easy in

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these go go saying is direct your cloud of client services

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the prior experience using the front and innovation process

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most recently as a business development director for trends through an innovator

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at global 'cause concealment trends and in fact through trend watching

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she got especially from san francisco to discuss scrub funding topics with us tonight what colour it

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mandy w. c. o. of the fire of the feedback we can't find founded by that's something you know

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maybe that will bring brings to the california qualities as a business manager and the speaker

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space and isaac read file you should use conferences and workshop

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for the development of participatory fan of financing to enter printer and banking institutions

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and usually is in charge of the realm of the of peace and project consultant for we make it

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it comes from 'cause around and associated background and

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has several years of experiences in project management

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we make it is currently the largest counterpart be scrapped funny platform in switzerland and

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one of the ladies largest in europe why couldn't you the three of us

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maybe we could start a these first part with a quick reminder of the crowd

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funding context the phenomena is like new on the market what the change

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um i will now like uh larry z. we remind that's the basics of a crowd

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finding and tell us more about some case studies she has ways we can find

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hello everybody i'm very pleased to be here are with you tonight to extend you how can that cross

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finding can help you and can and um at that and that the people and the public

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to invest that in the marketing pat parts i'm i'm married to double and

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they seal off we can fund said thank you for the interdiction

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um maybe at prepare some slides for you because that

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uh i want you to know why is

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quite funding uh hockey can you use that and uh for your client for you your staff

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maybe a week and um i can start with

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one question um who now as cross funding

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i would be most of you and who has already use cross

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funding car already i'm donna um cut funding yeah contain

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okay if you all here

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that's that that's good so we can uh we can go forward

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um we can fanned is of a staffing jack ass

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bitch alive encroach funding and also a nice deal

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and we doing yeah i'm uh i see oh uh blocks and and the crowd funding platform so we

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are not a crow turning possible but we use and we developed the technology to do it

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so maybe to expand you um do you have an idea or that

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oh oh and match is the market after turning into it and uh the last year

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who think it's than more than than a wanna jed uh has and sees frank

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more uh more than five and read more than one million

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okay well with the um in that next use slide

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um first of all you have to know that close funding

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is use in may need type of uh found

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it can be used for the nation fall reward follow

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an equity a wave i seal is so

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it's uh it it's it's more than any investment eight so way another way off finance it's

00:06:32

not alternative way to the bank uh fine it's

00:06:36

meant a financing at this time it's um

00:06:40

it's a compliment also because b. we need bangs to uh to do need to sell

00:06:46

and that it's just and another way to use

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a a close funding to use marketing part

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to have a are really tremendous marketing impact um in

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the way all of 'em found a racing

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um this is a very very good uh tool as a communication and

00:07:07

sometimes uh people use to cross funding only for marketing yeah impact

00:07:14

to um to do more of visibility to their project to that to be

00:07:19

more transparent for for the public because they know how you can

00:07:23

and they know um how they can raise a found they can rise to finance

00:07:28

that the financing and they know all still um how the money is used

00:07:35

and i think it's the the um the most important that there's also a an important part of that

00:07:40

when you do that the project you have to

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have already a community it's it's that are big point and we we do um i'll

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i'll i'll be expand you their full ashes essential point enclosed funding you have to

00:07:57

know it's first of all is the cows as why you do with the crow tending

00:08:02

to say you have to really have a a very good story um storytelling

00:08:07

and how you can convince the up to date a full

00:08:11

flight is um maybe it's one of the most important

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and part does uh it said the community so i just

00:08:19

says that it uh says said that um it's

00:08:24

you you can't for a is a found if you do not have the community and

00:08:29

say oh we'll uh we'll do a across funding okay can you give me

00:08:32

some money okay that and then and this is a a good way because you

00:08:39

amplify your pubic sigh though you amplified the environment you you already have

00:08:44

your client uh your partnership and and some

00:08:49

of your community in national or international

00:08:54

so you have to know who will help you uh in the crude funding

00:08:59

also there's a um a set point in crowd funding it's

00:09:03

the content ready and sometimes uh the the campaign

00:09:06

doesn't have a kind of already it's it's um doesn't have the reward and there's on the other nation

00:09:14

so what is that what is the next what is that the way off the crowd

00:09:20

the nation it and say it's only maybe i think you and they're sending any

00:09:26

made on video that you you have to amplify the way that you giving you

00:09:33

creating a real value with crow defending anytime and even with that the nation

00:09:42

and that's the end of was that is that trust because

00:09:46

you sometimes you don no use the corresponding with the team behind it

00:09:52

who is the team will will the will show that the product it is exactly a existed

00:09:58

and um how you can then uh really solve the the the problem

00:10:04

and why i will uh i will give you some

00:10:06

money and not to the uh other person and

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uh it's it's it beats part off that computation and you have to be um more where that

00:10:17

what is done in y'all in you know um sector so this is the the they are the four is essential

00:10:24

plot point of course funding just to let you know that about this because sometimes it's uh important to remind

00:10:31

and a different type of cross funding so are already

00:10:35

mentioned some so you've got the reward danced

00:10:39

i which is a um you give some money you have a product or you have the services

00:10:44

um yeah it's uh like the pretty sales is the same you've got that the

00:10:50

nation you already know some macro donation a platform and whether they give you

00:10:55

an example um uh just to ensure minutes you've got into investing it's that you

00:11:00

invest in that in the capital you invest a in the start ups

00:11:05

um you invest a and uh you you you know the project

00:11:10

and you you round you really want to invest these

00:11:13

um uh how you all a power itself uh the capital

00:11:18

and interest uh this is the uh the lending part

00:11:23

and that you've got an interest also and i theo who

00:11:27

know already uh who who know i see yours

00:11:32

no and if you you re the acting somehow you uh have heard about becoming an eight either

00:11:39

and so a lot of startups i'm making day on i seals do raise found so

00:11:44

it's a it's a new type of growth finding it's it's simply it's the same

00:11:49

that uh with cryptic currencies place not in flat it's

00:11:53

not insist frank or don't ours oxygen it's encrypted

00:11:57

occurrences that they've they've done they all it they made they all on i. c. e. o.'s to

00:12:03

raise found and if they got priest hours and they've got a lot off stage to raise found

00:12:10

so i'm in the same after attending buddy it's time it's type of current funding it's um

00:12:17

coming up more and more because and a lot off a ideas is coming up

00:12:23

right now and in seats and uh we are uh the an in the top three

00:12:29

uh to uh to raise found in nice e. o.s anywhere start apps are coming

00:12:34

and especially in there are no in jean yves i need stupid because these there i had to um

00:12:40

count on uh which are very aware of that uh

00:12:44

the welcoming the startups um with icy as

00:12:49

okay um maybe i i don't know if you have heard of that uh i feel about

00:12:55

uh which is their regular regular a theory um our i'll go on uh in switzerland

00:13:00

and i think it's a it's a good to know that they're us down a um

00:13:05

a rules to follow ensued and and and maybe it would be had the same

00:13:12

i dunno maybe anyway that that tell us about this habit insisted on the you

00:13:17

can and i'm at a time you need to be fast sixty days

00:13:21

i you can collect found and uh it's applying in um

00:13:25

a nominee i especially in crowded ending that on the

00:13:29

um a little um we'll do um a more specifically

00:13:35

um it's user saying that we wore then uh for any type of contending platform

00:13:41

but more than one million encroach and ink on the uh you

00:13:45

can not have um more than twenty two then there's

00:13:49

so that's why it's um the thing that has a already put these are all the you know this the

00:13:54

last here and so it's it's very good to know

00:13:59

that we have to follow the rule in switzerland

00:14:04

otherwise you you have to to have a license

00:14:08

and banking license file allied lines license

00:14:12

a hose coming up and it's very completely

00:14:17

this is there are they figure out so uh i already told you

00:14:21

as his and if it's coming more and more efficient uh encroach

00:14:25

landing on in crud funding mark at the last part is cruddy

00:14:29

landing in the yellow you you can uh you can see

00:14:33

and um a a club landing is that in green

00:14:36

and clothe investing in c. is in yellow

00:14:41

the reward bass and the nation uh as the thoughtful on our uh

00:14:45

and the volume of transaction are in red and it's important to

00:14:51

know that um this figure because it's coming uh more and

00:14:55

more and in two thousand eight and this year it's uh up

00:14:58

to one million already it's very the curve is exponential

00:15:02

and we are only in the beginning because it's going to be more

00:15:06

uh exponential be the icy owes is coming out the next year

00:15:11

so uh i invite you to follow the um the the marquette

00:15:16

and evolution and there is got a really good um

00:15:20

figure to the uh to heard about this this is um

00:15:23

a frightening monitoring suits and this is a statistic

00:15:27

so you can follow the the cross funding marquette we've we've done and uh it gives you an idea of

00:15:34

how i can uh you can raise and which parts of the crowd vending is the most important

00:15:42

this is the part of that can so irate the tele already um uh uh speak about

00:15:48

the i. c. e. o.'s uh we call the the uh tell can the colleen

00:15:52

and uh a lot off at this is in me in in being yeah

00:15:57

sell the transaction volume in that it this year in september or a a

00:16:02

in his huge it's more than on um the the crud funding yeah

00:16:08

there'll be the nation reward it's coming very much i i i i can't say it is is

00:16:15

this is not only a waiver of a marketing it's coming out the

00:16:19

rainy in the market so a lot of a lot of

00:16:22

in very started startups uh uh coming with them and they all nice e. o.s

00:16:27

and raise uh i found a things today's elegance market

00:16:35

okay i will speak about uh what's um what we have done by ethan uh of clients

00:16:42

because we provide the technology to a serve the platform so to to deliver pass phone

00:16:49

and that this is a a in their renewable energy um platform in geneva

00:16:55

uh the same as um as he and he knows and i think

00:17:01

um they have down they own platform to help 'em corporate

00:17:06

in geneva to raise found in their renewable energy

00:17:10

so they they have done their plot they on platform to add people and to help anything nice

00:17:17

uh to raise found and fascinate uh the the funding

00:17:22

so people can use that the platform as the human me

00:17:26

and that you can that you can uh um collaborate with that telephone with

00:17:33

the project on the platform you you will see a lot of

00:17:36

platform somebody invite you to that to see the the website it's s.

00:17:40

e. g. a. t. i. up back to pass the arch

00:17:44

and they will um it would give you an idea about how i

00:17:47

you can that uh really um do you your on platform

00:17:53

it's um it's an easy way it's uh it's the first example i've got

00:17:57

the the second it is so this this one is everywhere at best pass from

00:18:02

the second is that the nation platforms so uh it's really knew you are the first upon who

00:18:07

knows this a platform to dead because the lounge uh is that he has been today

00:18:13

said the r. c. r. c. as on today all and found um the crowd donation platform

00:18:20

um they already have some um the nation button on base a website that

00:18:26

they wanted to give the put the the possibility to the public

00:18:30

to focus on one project and give you the

00:18:34

possibility to be more transparent where uh

00:18:38

the money goes so you're not a doing you're not making giving them a money

00:18:44

to a d. r. c. r. c. you giving did you money to the project

00:18:49

we had to d. r. c. r. c. in the specifically um a content

00:18:55

yeah with the team with um with a a part a country you

00:19:01

can if you can follow the um the project with the videos

00:19:05

et cetera and sell they give you the them possibility to be

00:19:09

more transparent or that but they how can use the money

00:19:16

so yeah the the you are a a a a cross finding that our c. i. c. dot org

00:19:24

if you want to see and it's it's there any new it's today

00:19:30

um we already if don and a crowd

00:19:34

landing platform so this isn't another way

00:19:37

to you uh get in touch with traders especially in geneva say it is

00:19:44

across the landing plot found finance traitors uh for the committee trading

00:19:50

uh with and then there is and dame they have done

00:19:53

a c. c. f. is uh is uh one of the biggest um a trading company in geneva and they wanted to

00:20:00

korea day on platform to puts um the forward the project of the

00:20:07

really tell traitor is because the bank if i didn't want to uh follow them because they was

00:20:13

to really sell and uh i remember that the first ad transaction is uh in median

00:20:20

so ah it's not an a if not that a little bit then

00:20:25

they're korea at the yeah the there are the first so they create

00:20:27

the first that phone include landing in a trading um this

00:20:32

is great because uh uh they can follow all the process from

00:20:37

that the committee d. who's uh doing with the the producer

00:20:42

then the inspector then that when the the committee is coming up with a uh by boat

00:20:48

and then they can follow all the process until the the buyer

00:20:52

uh as send the money to the um to the setter

00:20:57

and uh with uh the trade the tray enoch trading company it's really useful

00:21:03

so that on the day on platform fall for them and i've got some

00:21:08

other or not but uh i don't have a anymore an example

00:21:12

have more would use guess about how can how close finding can be used and

00:21:19

uh had uh uh have the a lot off example for the bodies

00:21:22

maybe i will uh i will give the um the micro to

00:21:26

uh another present to uh that them know that a a

00:21:30

bad these um if you have any question but i think we have a. q. and a after yeah very good

00:21:37

thank you thank you

00:21:45

and now let's move direction to the u. s. uh

00:21:49

think you really will be presenting as um ego

00:21:53

goes approach and share some best track to says that we could use on the marketing perspective

00:22:00

great okay everybody thank you some action things this is marketing for having me here from san francisco

00:22:07

so today i'll be talking about closing the marketing loop basically

00:22:10

how we can disrupt the marketing cycle using hard finding

00:22:14

and we mention earlier how i used to work at trend watching and find an animation

00:22:19

and the reason why i was attracted to indeed go go is because they really represents back and innovation

00:22:24

once you have a project or at least a prototype of a product how can you

00:22:28

actually and i say the way that you distribute that teenage channels so i yeah

00:22:33

an alley and i'm the senior director of clan services and you got though maybe

00:22:37

your surprise that are kind of funny company has a client service person

00:22:41

i this is because it's actually part of indigo enterprise which

00:22:44

is a segment of any go go specifically to help

00:22:48

and medium and large businesses launch their own campaigns so we provide like

00:22:52

love services the tools you need the education unique whether your

00:22:57

nestle or like a lower bowser p. n. g. et cetera and to help you launch ramp happening campaign

00:23:02

and learn from the results so really about the insights that we can get i give to companies

00:23:09

so what makes a crowd funding can paint successful and this is

00:23:13

a lot of what you just discuss there's an overlap here

00:23:16

and but for our main things that you need to have to launch a campaign doesn't matter how large you are as a company

00:23:22

you definitely need unattainable goal and indigo enterprise we do help clients understand

00:23:28

what is a realistic goal and just because you can raise

00:23:32

three hundred thousand dollars maybe that's not the goal you wanna set on your campaign and and maybe even

00:23:37

it's unit base you could say i'm a cell ninety units that's also the something you could do

00:23:42

adding you got them so deaf they wanna engineer your goal to be something realistic unattainable for yourself

00:23:48

the nets is of course your story had to have a compelling patch so

00:23:52

why are you doing that's where you even using indigo go perhaps

00:23:56

now what's your story what's your history who are you as a business owner

00:24:01

ah and how many tries if you made so there's all kinds of techniques you can do to

00:24:05

tell that story and it's something that we can help also companies uh engineer little that

00:24:11

course next is the park so there are many kinds of cut

00:24:14

finding what i'm talking about today is specific to overboard space

00:24:19

so if you contribute amount of money you get a park that's the language you use and you got a self

00:24:24

and maybe it's the actual products maybe it's access to an influence there

00:24:30

and what are you getting in exchange for this donation that somebody has put

00:24:34

on to your camping and then finally of course proactive promotion so

00:24:39

you can't just build a site and wait for people to come you might have an excellent product that

00:24:43

very very few people can really rely on just the product alone

00:24:48

so uh it is important to build a network maybe you

00:24:51

have social media budget had maybe you have your existing

00:24:55

a consumer base that you can leverage maybe it's your own employees if your medium or large company

00:25:01

do you have to make an effort definitely at the beginning and also important

00:25:04

at the end to promote your project so that you get enough

00:25:08

uh i also so that you hit your goal and and something about the goal to you know i mean

00:25:12

the guy with the design we have a a green bar so what percentage are you a longer goal

00:25:18

and that ninety percent of campaigns that reach the first thirty percent and

00:25:22

the first twenty four hours are most likely to fulfil their goal

00:25:26

so that first pushes is essential because nobody else wants to come to a party where

00:25:31

you know that they're the first kind the dance where you wanna be part of the party i you

00:25:36

know early onset is important to engineer everything's so that you know you have a successful campaign

00:25:42

so what are the four main benefits of crowd finding ways in the go go

00:25:47

the first three areas are familiar this is kind of fighting as you probably know it so fundraising obvious one right

00:25:53

and branding and awareness is also a huge part of this who is my brandy on

00:25:57

it down to this global audience i wanna reach a network of early adopters

00:26:02

ah market entry is another benefit so if you want to have exposure to the last or

00:26:08

add to canada or to japan you know indigo goes global so these are all markets that

00:26:13

will have access to your product if you choose to ship it to those places

00:26:16

uh we also have a huge business with china now we have a

00:26:19

channel like live team so we translate their products cyclical bull market

00:26:24

and then lastly this is about talk about today is customer discovery and

00:26:28

market validation so is your product something that people actually want

00:26:33

i can we understand who our customers are this is a huge benefits you're not

00:26:38

just small businesses and that is certainly larger medium sized businesses to can't indigo

00:26:43

so this looks like kind of a scary slide i'm showing here is that the top is the traditional

00:26:50

innovation in the pipeline and time line for corporations to typically if you're watching a product let's say

00:26:56

it's a hardware product you design your product then of course you need to create you manufacture

00:27:02

then you market your product to find your audience and depending on how performs its validated right

00:27:08

so with inigo we're actually trying to get our clients to disrupt this

00:27:11

cycle and instead of manufacturing sack a you manufacture last so

00:27:16

if you're able to design a prototype you don't have to make thousands of units and and then market it is ideas

00:27:23

then see how it performs invalidate that product and finally you can manufacture so you just saved

00:27:29

quite a bit of finds a quite a bit energy have for and by shifting or phases

00:27:34

a little bit carousel you know only build an idea it's um but you're able to validate and your

00:27:39

tell your colleagues that there is a demand here so she's in examples of what this looks like

00:27:44

and but i do when i reiterate again this is something that you know small businesses are interested in it's relevant because

00:27:50

they want of grace fines and create their product in lunch there started to get funding

00:27:55

a medium businesses it's also relevant because you have to prove that your scalable

00:28:00

and if you manufacture too many products let's say that can really slow down your scalability

00:28:04

and then of course like businesses want to stay relevant and be

00:28:08

their competitors sell again you're saving money you're able to prove

00:28:11

yourself before perhaps manufacturing something that may not be for the right

00:28:16

audience it may not be getting a new consumer demand

00:28:20

so p. n. g. is actually that kind of inigo there's very few times now we just launched at gillette campaign as well

00:28:26

and that this is something i can out at a year ago it's

00:28:29

the area as sense dispersal so it in home i sent

00:28:33

in i guess air freshener it has a corresponding out here so they did a really small tasks for a company the

00:28:40

size of p. n. g. they just had fifty products and and in just two hours they sold out of that product and

00:28:46

anyway able to have a wait list of over eleven thousand people so here they only had a couple prototypes but quickly

00:28:53

they were able to have a level doesn't people say i'm interested in this product and that's their first consumer

00:28:59

and that this is when the air kind a p. n. g. she was saying that

00:29:02

any any wanna make sure that the developing the solution that consumers actually want

00:29:07

not just something that they say they want me on marcus might have a focus group sent to be the case

00:29:14

and that's something that you need to go really help them do is to learn whether or not someone would pay for this solution

00:29:20

and so we're looking to disrupt the focus group environment to which is kind

00:29:24

of passive and make it very active with financial and transaction on learning

00:29:30

so here's an example that is not just about the product demand

00:29:34

but also about marketing and your message and your story

00:29:37

so tyson foods is in american really huge food manufacturing company they have ties in check can

00:29:43

and they have this year lead they have some um i hope that companies

00:29:48

that they launched a new product within the the the colour yeah that

00:29:51

yeah but is a no waste it's down here and check in chip so it

00:29:56

takes and carrot tops and celery and check in and also be your yeast

00:30:01

and it makes the recyclable totally a waste free snack and

00:30:05

they're actually pretty good their knees different flavours here

00:30:08

and that they used any good to lunches product and talk about their new mission to fight food waste

00:30:14

uh and that they had this nation to rethink snacks so is there

00:30:17

a huge company that don't always have stable business back to says

00:30:21

they hear that this new product they wanna make it right they want to launch a new uh innovation

00:30:25

that and using the go go is part of that message to show that transparency with this product

00:30:31

and these are actually straight fender campaign page we designed this for then um

00:30:35

but these are quotes from the key contributors to this product talking about

00:30:38

why they created as brandon providing that transparency and in this teenage certainly in

00:30:44

the u. s. brands like ever lain in patagonia you know that are

00:30:47

showing consumers a little bit about who they are as a business and

00:30:50

providing that window into their process i really winning consumers hearts in

00:30:54

pockets so they're saying that abram is great to inspire people in partners

00:30:58

to rethink the relationship with food and how it impacts society

00:31:02

and we wanna be including driven company that can you people will laugh says the chef here

00:31:07

so yeah you could put this in a print ad you could put on a billboard you could put in a video that by

00:31:11

putting an indigo going having a product that people can experience first

00:31:15

hand you building a new kind of relationship to consumer base

00:31:19

and different kind of marketing and it had some great response on nine no press is a natural part of cut funding do you don't forget that

00:31:25

at press can be your friend give us an extra uh eye balls and validation your campaign

00:31:32

i'm awfully i just haven't example here from buzz so i boasted a

00:31:36

very limited release with the sleep tight so the actually created

00:31:40

a headphone that's not for music at the first of its kind it's specifically to help you fall asleep so it creates i

00:31:47

add noise cancellation technology it somebody snoring next to you it there's music downstairs

00:31:52

it cancels out and helps you sleep in this day and design is also meant to be comfortable on a parallel

00:31:57

so they also you get to figure out is is something that we

00:32:00

should do a large scale lunch as it's quite expensive to produce

00:32:04

so i mean you go they were able to raise nearly half a million dollars and have

00:32:08

their first three thousand or so contributors until they sold out and are turning away customers

00:32:13

so again this is a point for them to say this is something we should definitely produce and

00:32:17

now it is available in stores and and something to mention to that it was heavily discounted

00:32:22

so it is important that these brands given incentive to their first users and say

00:32:27

yeah at least twenty percent off of an s. r. p. to be our first

00:32:31

to market testers and any really also is important engage with the consumerism provide

00:32:36

comments and answers in people's ask questions about the product and thank them for being there contributors

00:32:41

and their beta testers that relationship is also being built very early on in these campaigns

00:32:48

so for quick take a ways down what you can do it kind of funding indigo go

00:32:52

uh you can validate your market demand the for manufacturing i can

00:32:56

change that cycle of the four steps for your manufacturing

00:33:00

i you can develop a captive audience before you are actually

00:33:03

going out to market at your full scale lunch

00:33:07

and you can lead with transparency as your brand message so saying that we're partnering with cut

00:33:12

funding campaigns because we want to learn from the consumer wanna hear what you think

00:33:17

and i'm nicely you can come to us to get started with all the above so you you

00:33:21

can work with me to do this and this is my email address here but you

00:33:25

can also just got indigo dot com and take these warnings and if you'd like you know

00:33:29

you have the tools you need to start your own camping i think it's a much

00:33:37

hi thank you any and now we come back to switzerland

00:33:45

did we miss the train

00:33:47

any

00:33:52

so hello everybody i'm i mean should you from we make it um the

00:33:56

region uh respond for my daughter for the whole multi part of switzerland

00:34:01

so a lot of what i'm going to talk about has always been

00:34:04

approached by millionaire it was good that i made a short presentation

00:34:09

so uh for some great i want to give some insights on remote boost uh um cut funding in switzerland

00:34:16

so um the members out to marry showed it comes from the two of us

00:34:21

it's a bit of the company monitoring that's made by the institute of financial services include

00:34:26

from the return the university if you want to follow the trends undergrad funding

00:34:31

i had to address you to track does the paper to pull out

00:34:36

so for remote based confirming only you tour is about seventeen million that you

00:34:40

twenty sixteen um by our prayers to the twenty seven to know

00:34:45

when printed on platforms active in to to learn only for remote but

00:34:49

is cut funding which is those nothing we do here pretty cute

00:34:54

with a cute little anyway everywhere by the way i get good so we make it is

00:35:00

the row three's a crowd funny but from that was created into working twenty twelve

00:35:05

um the into the uh two and twelve to seventeen a tourist

00:35:09

ten millions um since it's crucially printed twelve feature is thirty nine years or

00:35:15

industries market we're automating performance return are also active in austria and germany

00:35:22

her since for sure is our market is very specific for too long

00:35:27

which separation reactive in four languages which are german french italian english

00:35:33

uh that also means that people that want to launch an usher white comparing them or

00:35:37

we make huge going long to accompany him there's different languages at the same time

00:35:43

uh i'm the type of clients we have i usually control projects or startups i want

00:35:49

to reach a local or national screw target audience for the product or service

00:35:56

mm with a okay so uh from this off because things are true or would talk about about

00:36:02

or want to put forward with the fact that cut funding is way more than phone raising

00:36:07

it's many communication so it can be used for promotion for product or product launch where we're

00:36:14

where we will have a whole comparing witches are usually thirty to forty five days long

00:36:19

commission compares all under your product before it's launching so it's going

00:36:23

to be getting a really high reach a high visibility

00:36:28

you can also be used to um to create your first record of customers because

00:36:32

like it was so before you can use about from four preserves them especially if you do or euros

00:36:38

prices of the attractive because true reward the um

00:36:43

confidence that people having users are buying the product before to be made

00:36:49

you can of course also used a platform thought recompense for preserves because then you will

00:36:54

be able to uh to make highly on it and put pro for one products

00:37:01

and finally a little also user account for confirming comparing formica

00:37:06

test to me to do to sink i crossed like

00:37:08

you assert you go reorganised the other steps you usually do

00:37:13

before my from a different menu to firing or

00:37:16

manufacturing your products or approved before launching so it don't hope you

00:37:21

know if the product is going to want your writing

00:37:26

the next i'm going to talk about a specific to is which is

00:37:29

true about about witches three's company oops we should talk your company

00:37:34

like i said uh adhere would make it remote many room for national skidded

00:37:38

comparing sort of um the the rules i usually lower down on the

00:37:43

international school for the specific to they want to to reach thirty thousand

00:37:47

francs and the manager is where one hundred and forty thousand francs

00:37:53

remote relies more karma a thousand bikers or into turned around the room for

00:37:59

clues that had a row efficient elevator pitch which work which was

00:38:03

they want to treat cocoa intricate like wine makers treat reaper wine which

00:38:08

means that the the problem they have to use which is exactly

00:38:12

sure no longer image is like you wouldn't for her wiring butter which only return it or whatever

00:38:19

because you want to know which kind of group is used an older one maker use descriptive may disagree twenty with

00:38:25

so what do you do that you select groups of go could choose to have specific local crews

00:38:30

to use them to make specific chocolates and this is the product or for the entire company

00:38:38

so i just wanted to show who true so do uh do use the comparing for preserves under proposing

00:38:44

that you were going got which was one of the many rather heard about preserves whether offered

00:38:48

uh um this bundle which was three of us target selection was rather first roster of the products

00:38:55

under managed remote too good for a remote affordable people to get it

00:39:00

which was still here the first customers on the specific product

00:39:05

because her mom crow funding is not about political prisoners but also about

00:39:11

her arm wrestling running heard it also had somebody each um rewards because usually

00:39:16

there are two kinds of people people that want to become customers of you so they would get

00:39:21

a remote which is the true product of people that want to to to you succeed

00:39:25

but don't nurses are really wants to become your customers before then also which provide we were

00:39:31

also the other to to them sort of got also got or them the petition

00:39:37

i mean does careers one good example was that you could become so you could become um

00:39:42

but the problem perfectly good three which would mean you received certificate wizard

00:39:46

could could rename when it receives its or g. p. s.

00:39:50

the indicator showing so you're going for wheat but still moving that you don't know what it is

00:39:56

yep

00:39:59

so who who's um uh for the i'm coming to show them like i said it didn't national what

00:40:05

company which means that they had to use multiple language and communication among usually you if you're our

00:40:11

a german speaking company that wants to market you know the function part if you're if you're

00:40:16

an infinite remediation isn't not were transmitted is not going to pass well with the

00:40:21

with the um community the people here so what they did have a use

00:40:25

what they have to translate the fungus uh both german and french so

00:40:28

it helps to undecided about what it is that they're covering video watching

00:40:32

both language and also in spanish because like you will see afterwards

00:40:36

the producers in those those america also owners of the company

00:40:41

so they had a video in throwing a brick languages to show how open they are

00:40:45

and everything was subtitled in french and german which will help further national screwed up the company

00:40:54

uh they also like i said the uh got uh the full buttons division of the crew producers were two of

00:40:59

them came to room to turn around to help promote the company was a multiple uh um presentation did

00:41:07

and finally the to the theme that remote ballast

00:41:11

or um we've shown to the public and manage to convince the public with three

00:41:16

to fruit first one was a question i mean like i said they wanted to chocolates that like we usually treat wine

00:41:22

other side was the fur trade side were the cocoa producers are corners of the company

00:41:27

which mean that that the received good money for what to do and i'm not

00:41:32

usually treated like we can imagine that big companies could shoot producers in foreign countries

00:41:39

and finally they also have a big sustainable aspects because

00:41:44

the company since which wants to search crews of

00:41:46

cocoa which are not usually drawn by the big company is the product to this brutal help

00:41:53

uh multiply the the product to preserve the code that already exist

00:41:59

so oh since this was an introduction to roam the discussion or should we

00:42:03

are going to have a term i presentation is at them and

00:42:14

right

00:42:17

we're not going to switch to our guests from the industry

00:42:21

and welcome to starts dynamically from book

00:42:25

um to after eleven years of cross functional experience in you brain building marketing

00:42:31

it's u. r. m. information says then everything changed for that of eating

00:42:36

as he founded uh which you start at inspired by you know we'll see variants ready she

00:42:43

but look simple purposes of authenticity rest wasn't irresponsibility and comfort

00:42:48

i'm really happy to hear about your experience now uh about crowd finding

00:42:54

a s. u. v. three campaigns for a three different product lounge

00:42:59

and you see it really the interaction you had with the or marketing strategy

00:43:06

i i have a good news and bad news the good news is no slide

00:43:16

the bad news you have to listen to be so someone's them so we created but

00:43:21

broke out of a queen idea how i wanted to do something else my life

00:43:27

the um i got this crazy vying keep them with a with a new war funerals what but i think it is

00:43:34

so is this russian due to the using site builder minus forty degrees it's a single piece

00:43:41

something big out of wood knows teaching just one

00:43:45

so we get this this with the peace you got him holding my hand um

00:43:50

recently this back in two thousand thirteen of um i spoke to

00:43:55

how can i create this product that it can live is that anyone who can me like it

00:44:01

can would be our salary or two feet and how do we create the brand awareness

00:44:06

so that then we used to live in jakarta indonesia and with this crazy guy who was a fun because of the love you project

00:44:12

to keep the frame of the movie i we were really maybe if we said okay good starter and all brick block for

00:44:20

sorry i'm i'm a firm to the kid that's with the good starter

00:44:26

we pick the button that we we did and it starts to go get some money

00:44:32

six two specifying one hundred two hundred three days later we got stuff

00:44:38

big bucket starter some lead want two thousand three thousand six thousand

00:44:44

i would give anything i mean for the time we were like okay so we really dreaming them with the dream of could start

00:44:52

still no p. r. agency no middle east of just naive of you do

00:44:58

they will resist sixty thousand struck three hundred backers were like wow

00:45:06

so with super so this worked with that was a good what division forced to continue to um to two thousand fifteen we

00:45:15

said okay let's do the next product so we developed a home comics potluck which was all snickered for the summer

00:45:21

and let's do it not professionally so we sewed

00:45:25

oh we need some help soul with three months of preparation so we probably we had the

00:45:32

product or we the first prototypes we send it out to people we arced feedbacks

00:45:38

we asked people to work out because about us but we do buy our stuff so no mic or p. r. agency

00:45:44

but we find an ad agency which the guy said i had with hearts onto professional

00:45:51

a u. p. mean only with the money i meeting and we revised it's a lot of money that they're making like twenty five

00:45:56

percent of what you're getting bits caused him to the pocket all the agencies of the cup to thirty to forty percent

00:46:03

so we took it straight and i have the video for you for just want to quickly show you the beauty of our second kick start

00:46:15

seven thirty which excited the project to create a while we were

00:46:20

thinking about the russian foundational issues while generation to those who

00:46:24

call this idea with so we decided to let his issue if i have and share with people around the world

00:46:32

and many of our friends low level so much the leather leather

00:46:37

yeah

00:46:40

we had ah one here and there you go

00:46:49

they were out there to show change channels

00:47:00

how what it up

00:47:04

huh

00:47:08

while i'm away from their shape

00:47:17

why

00:47:24

right

00:47:29

hello everyone that's real cooperative process with taking care of everything

00:47:38

to the article five is or for our directly

00:47:45

well i have a

00:47:55

the little there is ready to go into production yours

00:48:01

yeah intermission allows to first order anything about

00:48:18

00:48:25

the outcome is we released two hundred thousand on this product

00:48:29

so we were like wow that's great ah of the agency was great

00:48:34

so the the ad agency you used of the great job

00:48:39

we tried to join the company news another agency which was a flop

00:48:43

i can tell you what would be more like what it so

00:48:46

we have these expenses to the agencies intonation speaking home

00:48:51

so the lessons learned was quickly the product was we launch to doing

00:48:55

kick started between the team and one hundred twenty so strict

00:48:59

so it was it specially below one hundred was like yeah that's easy to sort bought one the room

00:49:05

hum was look to one year later or two years later we can to devote developing more products and we said

00:49:13

okay we got it yeah let's make it better with people of go though or regional bowling given to boot

00:49:22

make it more don't we spent tuesday it's very complex boot ha four feet would be getting the part then we should should be

00:49:28

to europe so it's very comes complex product then it's a product

00:49:32

you can keep it minus thirties degree started the outside

00:49:36

we can partner with my core course uses product across the sauce bowl that was really

00:49:42

while working if you used to live but means it's a good product of um

00:49:48

we will assume was full signal we find the engine says no preparation just give it

00:49:54

to the agency the doing great of p. r. in the second complain would always

00:49:59

have so we spend the time sending emails to journalists an example it's begging for write

00:50:04

an article said no no we find we become agency that we're doing it

00:50:08

the ad agency was good will launch the product in march

00:50:14

and the result

00:50:17

oh from up

00:50:20

flop sixty thousand priest i think would spend i think thirty forty thousand just at spending

00:50:28

so we we we didn't marginal some maybe march is not the best product to launch when the product but without you

00:50:33

know scott falling is always a product you get six months later so false was the learning curve is oh

00:50:42

talk to him home come funding as a summary of thing i would

00:50:48

say is is important but if i would if i would

00:50:52

another competing is first of all the price because the boots we be lounge between fun one and fifty to two hundred

00:50:58

even though off to to redo was twenty two so was to cheaper not repeal but still very

00:51:04

it's a high premium product that has to be explained sort of guns to consumers

00:51:08

don't get between ins thirty seconds using the interest of surprising super important

00:51:15

they just to be important choose the right agencies that is hoping you nothing

00:51:19

you would get a good example of work with one of them

00:51:24

from reading fruit introducing you well it's important to choose and preparation it's on your behalf don't expect

00:51:33

anyone else do the job for you you know what you need big you time prepare route

00:51:41

get it to you know get samples all give it for free you know it's can see the crowd funding review as well

00:51:48

as an excellent bring awareness to that you can get eventually money out of it but it's not

00:51:53

the primary my my my vision to be so the primary objective it's more to get visible

00:51:59

because with every complain we saw the moments which of the other poked increased

00:52:03

so it's a good tool it's a good back back to our uh so my name's them looking too happy to talk to afterwards

00:52:12

thank you how

00:52:25

we now start our last discussion by welcoming robin finger from discover

00:52:32

rubbing worked closely with francisco from critical style to

00:52:37

develop to develop their digital presents through

00:52:40

social me d. s. l. a. company then during an incredible cross vending campaign

00:52:46

we are looking for right to hear about the stories and uh in fact they had on their strategy

00:52:58

i think your image didn't so i'm really excited to talk about the the special project we did with the uh for the coastal

00:53:06

and it's actually part of the for costa group it's actually called up you know watches

00:53:14

so uh well i'll answer all the questions you asked me to enter it yet so why quite funding

00:53:21

well first of all it gives you fans as the name says it's uh it

00:53:25

gives you your customers so if you already have an established brown it's

00:53:30

really great to have in customers and customers that can actually buy again in the future

00:53:36

or your customers i can actually talk about your product to all their community

00:53:43

and uh one of the great reduced parties that it gives you a lot of brand awareness

00:53:51

and a special social major we so up big increase of followers on social made up

00:54:00

so uh the product i'm gonna talk today about is the alpine or x.

00:54:06

so the project uh by up you know watches and this project was actually a smart watch

00:54:14

for outdoors and the uh and they would they decided to launch

00:54:19

a kick starter project to be different from all the

00:54:24

the watcher making to do all the traditional rules the really

00:54:27

wanted to to put the boundaries and recruit something special

00:54:33

so with this is the the introduction of the of the watch oh

00:54:53

hi case i want to know what just happened making high probably swiss watches since it's it's

00:54:58

in nineteen thirty eight will go to the ultimate outdoor outline

00:55:03

of wonderful it quickly became rougher songs later and now

00:55:09

the the results of our final four were our product for hours

00:55:29

d. r. x. is on top of everything

00:55:35

for high quality materials and required to our our racks like social status

00:55:43

of our exclusive place where ah bad it's just to start one to

00:55:48

brew state of the art connected features wa state of what

00:55:53

combined with digital free i'm irish

00:56:01

and started making a novice forward towns functional teams re recruiting watch that helps

00:56:07

you mix it felt that one set of what's wrong with dynamic car

00:56:12

you could improve your lifestyle by following the tips given by the i'll all

00:56:16

data is collected in real time and can be analysed fire container

00:56:23

chorus pushes for for and charles just soft

00:56:29

00:56:46

00:57:08

drop r. s. home average whoa whoa whoa for her comfort sure why

00:57:15

are you probably ask yourself why social status rounds on extra

00:57:19

all the mass richest real cooperation fish fish modules

00:57:24

will be out when it's repairs came together

00:57:28

to develop you review that pixar is the moral vision expert collaboration it which you are we are us

00:57:37

in order to build a watch we are inviting you into the innovation cycle

00:57:44

so we have to configure it'll work you can design your own watch marks for three thousand possibilities

00:57:51

what we should do so it can of course vote for the best as i can do for you

00:57:56

should you usage well or or have already implying uh our our course forward with best our effort

00:58:04

so back hostile and get to personalise our

00:58:07

x. o. controls on which are

00:58:12

ah or oh

00:58:22

so this is a can of video you should actually came for a successful campaign on the court funding

00:58:29

uh uh four minutes of video to fully show emotions and

00:58:33

the other features the special features that has your product

00:58:38

so expect our expectations for this project uh was a five hundred thousand swiss francs

00:58:45

and to get at least one thousand backers and at least one millions of use uh

00:58:53

but so surfer surprisingly we actually put the boundaries and

00:58:57

we reach actually you want a million or

00:59:00

one and a half millions of sue's fronts and two thousand seven hundred ninety five backers

00:59:07

and we actually get thirty millions of use which is quite amusing

00:59:11

and this is probably something that we're gonna do a lot more in the future

00:59:17

so the impact that it get in the marketing is that there we

00:59:22

actually got to more phones than expected which is quite amazing

00:59:26

for brown and uh also we get new clients that will probably

00:59:31

buy again in the future so so yeah we actually didn't

00:59:37

just touch our customers actual customers but we're actually touch more

00:59:42

and new customers that could be more law deal in the future of the brunt and the

00:59:48

uh yeah the alternate has been seen by more people done uh not computers for example

00:59:55

a t. so why actually launched at the same time there uh to touch

01:00:01

and the yeah we actually got more views at that time for the uh for the watch so

01:00:05

we'll cut funding is probably one of the best tool if you wanna get your bernoulli famous

01:00:12

and so here actually the tree key elements to success for actually this

01:00:19

kind of a card funding is that the product was should quite unique

01:00:24

it would be something different but what's in the market truly you find something really

01:00:30

revolutionary so people would be happy to butter project and what is also

01:00:36

what was also success with this project is that they're actually to configure it or

01:00:41

so people actually few part of the project of creating their own watch

01:00:47

and this is really important because you'd really few part of of this uh this this new community actually

01:00:55

and secondly uh what was great also uh we so um

01:01:00

that people like entertainment so good visuals good photos

01:01:06

good videos everything so the full really excited about the project so that was

01:01:11

also a key element and also something really important um it was

01:01:18

we're actually touching people we didn't know idle starter and

01:01:22

didn't know how to actually back a project

01:01:25

and the uh so really hard to to say step by step

01:01:29

how to do it so even out like a teacher's old

01:01:33

uh can actually understand how to back to project so that was

01:01:37

really important because there are so many comments about how

01:01:41

to do it and if you can just make a step by step is gonna be much easier for everyone

01:01:47

and then the uh yesterday what is really important is

01:01:51

a cut funding ad agency for all your advertisement

01:01:58

uh uh there's a lot of actually agencies what pretend how to uh uh

01:02:04

to to the ads for core funding but it's quite different from

01:02:09

a traditional uh camping so you're really you select carefully you're

01:02:15

digital a. g. c. a. so yeah that's it for my part

01:02:27

01:02:30

but

01:02:33

thank you for our uh all these different angles and perspectives about a crowd funding topic

01:02:39

and the way to integrate this into a into marketing strategy

01:02:44

we are now going to to go to the uh quite a cue in a a a parts

01:02:50

uh we are going to have some like that are going to going a walk

01:02:55

through the that is it it two ways to ask your your different question

01:03:00

uh however i have the michael we start uh if you uh a lonely

01:03:07

uh rubbing you said that uh you have a a new type of clients with uh

01:03:13

with this type of uh of crowd funding kit campaign and as i wanted to know the there really a

01:03:19

difference in the profile between the beaker is you'll have

01:03:23

another backers you have and the the client that's

01:03:27

a company could have the same question is uh also also available for up

01:03:31

a book to know for example that the people buying your shoes online

01:03:36

are there does seem at the profile that you have a

01:03:41

for example on the through your online store or stuff like that do

01:03:45

have the same way to talk to this uh to provide

01:03:51

well actually um what of quarter's all the uh low you'll customers really supported brands of

01:03:58

quarter all these customers but what was quite interesting interesting is that we had

01:04:04

all other people out from the brown who actually was interested too

01:04:09

liberal for example there was a lot of people from

01:04:12

the kick starter community actually about the project so you not

01:04:17

only uh depends of your only your actual audience

01:04:23

yep but um what is interesting when you have your own cogent

01:04:28

uh when you re targeting is is that you can actually touch people you

01:04:33

know actually what people expect from rubber and so you really know

01:04:38

all the the interest but have to target to advertisements

01:04:42

so that was a quite a interesting in more useful for a company yeah

01:04:52

the way i would see the kick starter consumers output actually

01:04:58

read them a little bit above you or your consumer

01:05:02

could start a quirk rock funding consumer is generally somebody's a transporter it's

01:05:07

a guy who is open for innovation useful for something new

01:05:12

and you you can get actually much more out of of these consumers because they are willing to share with you

01:05:19

put it off to would focus groups and their people how willing to do scopes all over the world

01:05:24

spending two hours with us given the on this feedback which my feelings from traditional e. commerce consumer

01:05:33

um which would be more difficult done much more than we we

01:05:36

just launched so a new version of our smart will

01:05:41

and we send the data base out in the first place with this

01:05:44

kick start to exclude stop community soul you yeah i i wouldn't

01:05:49

worry too much at the higher level you in terms of interest

01:05:52

for the company so do you have difference marketing campaigns for

01:05:58

a crowd findings backers and for your traditional clients or how do you handle this

01:06:04

no we try to be just transparent and so honest

01:06:08

i think that's almost got to just to see 'cause we're as we're human being nothing you'd

01:06:12

you know we do we don't want to try to put them something we're not

01:06:16

and that's something that's also the unit of our company could the stage

01:06:20

when you have this choice to be who you want to be

01:06:26

yeah it's actually true true um also when you're actually touching people who actually don't know your brown

01:06:33

you should really be a a more open to to the video would or or

01:06:38

the advertisement for doing actually which should really to touch more broad people

01:06:44

instead of your just touching your own community should be really a

01:06:49

a view that actually people recognise to burn easily et cetera

01:06:53

so yeah if you're actually touching people worship actually not from

01:06:58

the person uh you should be more uh open to uh

01:07:03

content that people would actually who enjoy watching so yeah i don't think

01:07:12

they're in the other question

01:07:20

yeah

01:07:23

uh_huh

01:07:29

yeah the the i. c. is um is it also regulated it is coming uh

01:07:34

more and more uh um uh up to uh they're regulation in switzerland

01:07:40

i'm into it and uh the the this is the first uh the two first a country

01:07:46

um there's a so uh singapore i think the the net uh guided

01:07:51

that uh the i. c. is jeannie that as a already

01:07:56

bread and a a nice you know guided uh have that how you can uh use ice

01:08:02

you and what type of ice you know the the it it it exist um with

01:08:08

the payments that okay and the utility to okay and uh then uh and i said

01:08:13

back taken and which is the security one

01:08:18

and it is more and more and

01:08:22

um complex because it's new that it's uh uh i

01:08:27

think them the most important that you know

01:08:29

it's a suisse uh suits and is one of the country pages in i. c. u.

01:08:37

and uh actually this is why a lot of startups are

01:08:41

coming from the all these these to come in

01:08:43

seated and because we already have the the regulation especially engine a vine in silk uh as i said

01:08:50

there's already made a guide uh honesty is um that that this

01:08:55

um eight it's completely different than crowd funding and couldn't lending

01:09:01

because i see those they used to can they use cryptic

01:09:04

currency they use and another platform to to tread these

01:09:09

that um the the guide uh of the i. c. is the

01:09:13

which was made a with a lot of lawyers in geneva

01:09:17

a public so i invite you to to go to the website and the cult television i've

01:09:26

uh_huh

01:09:30

possible so little is that because what much

01:09:35

hello i am unless cancer last year down and rubbing or if you

01:09:40

i think to just make a new marketing campaign without needing money

01:09:45

would you yes continue to make across holding company would just make normal marketing

01:09:54

uh_huh

01:09:56

uh_huh

01:09:59

if it's a new product uh_huh and that

01:10:04

we don't know what it would look like the m. t. v. yes

01:10:11

i will only be could be careful and it's all this discussion that only as well is

01:10:18

at what stage conch do you observe consumers having the feeling

01:10:24

that you want to call upon them all the time

01:10:27

because we launched just two weeks ago your product and we didn't put a concrete started we

01:10:32

didn't put it on crop and because we had the feeling that it's not enough innovation

01:10:38

to justify the effort because it it's a it's a it's a very intensive period then

01:10:45

these twenty does does manhole on the court funding it's a very intensive so

01:10:49

you don't want you can pick up the consumers so you have to be prepared you have to have

01:10:54

a workspace when you're smoking really work twenty four also the because they ask

01:10:58

questions and it's not like go i send you next week the answer

01:11:01

you have to get all of them up it's ready you want to talk all the time story because otherwise or

01:11:06

ah well off so warm if it's a new product and which is

01:11:11

different i'm not sure if it would have a substance definitively yes

01:11:17

for my part i think it through depends if we're actually already have a community

01:11:22

if you have already loyal customers would be willing to to buy your product there's no falling for that

01:11:27

but if we're launching a product or if you're a rubber like a meeting like one million

01:11:34

to millions you should really spend uh some money for to get your goals actually

01:11:40

but if curve already uh on community i'm pretty sure you can

01:11:45

get some good results uh without doing uh uh all the company over quite funding

01:11:53

uh_huh

01:11:56

yeah just to out and out or you also have to take into account but when you long to compare him

01:12:00

your green tomatoes you all networks first and if you're unsure from the discrete refer to red

01:12:05

and green to for you anymore so rer capturing to commute to use also note

01:12:11

asking them too much to uh from some remains to balance these two

01:12:18

and and to at one point as a it's that because crud funding

01:12:22

is more using as um uh to validate the id or

01:12:27

and as as miss so uh um uh

01:12:29

before and sometimes uh the the producer

01:12:34

wants to value that the idea or be far and to know and to

01:12:38

to produce to protect all the services and um and it's a very good

01:12:44

uh good pine and you can use marketing guy uh the basic marketing

01:12:49

uh as a lot of people are using all you can use also cross funding to validate the idea

01:12:58

i'm i'm i'm i'm looking for one thing the new cars customer are found the

01:13:06

mobile phone there'd be yours so if you lost your mobile phone normal customer

01:13:20

um i have a question we got to the costs um to achieve comparable results

01:13:26

how to place it to use quote funding compared to traditional marketing tools

01:13:35

i interviewed very good question uh i i'd and uh the

01:13:40

the the price of uh the the community him with traditional marketing

01:13:47

uh i think it's not you can you can um

01:13:51

you can also uh manage the speed the

01:13:54

time you spend a more with the ad in c. or more to use the uh

01:13:59

crow turning because it threatening it you you need to get prepared that cross funding it's not

01:14:04

lie you've you've got an idea okay tomorrow because ah on the platform of gluttony

01:14:10

uh you need to um to prepare the staff one man's uh before

01:14:16

and that there is a one curve include funding which is the seven thursdays

01:14:21

a very very um i'm a market the tendons of the of the sales

01:14:28

and then you've got a gap um maybe in ten no

01:14:33

off fifteen days and then just seven uh last days

01:14:39

are the most important because baker is it will come come up and um uh

01:14:44

to finished uh the the fundraising of the of the product in cross funding

01:14:49

and each step up very i'm taking time because you have to

01:14:54

a promo out uh on social made yeah you have to

01:14:58

promote on your committee tia by a man exeter

01:15:01

it's uh it it depends of the time you spend uh include funding or you

01:15:05

can just do it um um as you want with the traditional point um

01:15:14

full financial it depends on the on what you

01:15:18

you've you already um a tech but

01:15:21

there as it can sell as a consultant well as a package you already have

01:15:28

uh i know that some of the processing plant phone always sell a package to help you

01:15:36

and also it depends on the percentage of the possible attacks a us

01:15:40

on a on a transaction fee at the end of the campaign

01:15:45

so um no there as um as we said before there's a

01:15:49

lot of telephone into it and and sometimes they the and

01:15:54

and they charge a differently so i don't know i see anyone as an idea

01:16:01

i can see discuss campaigns in that they're having sites in their positions they take but i know

01:16:06

and listening us the market is under ten percent inigo though it's a five

01:16:10

percent take great so if you really are doing it all yourself

01:16:14

of course the nap time turn the campaign is very relevant to the costs but i

01:16:18

would also say that you know traditional market research needs to come before traditional marketing

01:16:23

and back in cost hundreds of thousands of dollars if not more

01:16:27

if you're trying to whittle down and find your audience so

01:16:31

you can at the first phase of the campaign have one particular strategy or

01:16:35

idea on who your consumer is and market your ad so the audience

01:16:39

if that is not is actually coming a and then before spending lots of money in waiting you can actually up to my eyes

01:16:46

your strategy in your target audience and midway through the campaign and see if those are actually

01:16:50

the people coming and so that kind of research that goes into the marketing campaign

01:16:55

and can happen in real time if you're if you have some budget maybe for social media ads which

01:17:00

as in i think smoking uh can be pretty affordable it's the price of entries so and i think

01:17:06

the actual dollar amount i can't give you but i do think there's a huge benefit to uh it's been

01:17:10

a size your company and your traditional marketing budget to to certainly give it a try next in savings

01:17:17

i just want to uh to um is it's we had this kind of this question's intolerable sometime ago

01:17:25

'cause i saw one the like this

01:17:28

home is what it's all about preparation the reason i'm saying preparation is

01:17:34

if you see like i can put more what i know that because i don't know the other platforms but for example one could stop everyday

01:17:40

your what we're not every day you go depending on the cup agree we of where you are you have to throw projects important

01:17:48

so you have no so where you if you can you're competing against two hundred other projects to stand up

01:17:55

coupled with mentioned it earlier we were like in kick started because with stuff picked

01:17:59

so we just went we went with different categories were people sores all the time

01:18:04

but otherwise you're fighting if you can manage to the preparation to get on the top

01:18:09

i think the value you're getting more than just money more as the market research

01:18:15

is much stronger than you can get from more traditional market research activity

01:18:20

but it's the preparation to get up there because if you're somewhere number two hundred or fifty

01:18:25

or sixty nobody would see you you can spend as much money as you want

01:18:29

nobody would be interesting you project because a few bucks on how good because the project maybe some good maybe it's too expensive and so on and so forth

01:18:37

so it's the challenge it's really good with before doing it don't leave it to anyone else to do it for you

01:18:45

i am only talk about organic growth in crowd planning obviously there

01:18:49

is the growth of people sharing and on social networks but

01:18:53

like you've mentioned there is that growth of this website itself promoting you depending on how you're performing

01:18:58

and and and you got what's called the go go factor but that determines if you have a home page place

01:19:03

manoeuvre your newsletter and there certainly is a huge value to that being from the millions of users everyday

01:19:11

a good question for you to do and we make it uh what

01:19:15

we just try to to to attract you projects under control

01:19:21

sure concert and thank you yeah so inigo so we

01:19:25

i have recently become specialists in hardware so we've

01:19:30

because i'm really attractive to harbour brands because we tend to support them really well

01:19:34

we also have a real human team have salespeople and that campaign strategist

01:19:40

who are giving out reach and networking and dealing with building communities and to

01:19:45

bring in your projects inigo though so we actually have a huge

01:19:48

division that's dedicated to finding those people and so that's a huge part

01:19:53

of it i mean the u. c. c. p. g. products but

01:19:56

they don't tend to have the same returns because the price point is a little bit lower so

01:20:00

right now we're really focusing on hardware and there is this two way communication that we get

01:20:06

and events there's lots of and see yeah yeah as fully make it like she is

01:20:11

so the we also use evidence to communicate or or apart from that new customers

01:20:18

in the way of initiators of complaints of course and also what we do is

01:20:23

permitted permitted to um socially job because of course forces also it works um uh we also

01:20:29

try to work with partnerships because we have partnerships were specific companies or institutions want to

01:20:36

help or specific kind of projects um usually when we do a button should like there's

01:20:42

also bring him or some products that they wanted to make it through the

01:20:47

record funding company because usually the uh for sponsorship for example quote from interviews as

01:20:53

a condition to get the money for the sponsorship because the um the

01:20:57

uh the institution that you have the money user sure about the project has a

01:21:01

public sixers because the company was accessing that it means that the ad backers

01:21:05

sold across follows them so uh receive interest into doing partnership with those because of

01:21:12

this and so we also used used to gets new uh products him

01:21:21

good evening um my question is about sales conversion

01:21:25

so when you a sail through quite funny

01:21:29

can be pretty sale or raise perks or a pledges depending on the platform talking to

01:21:36

use a online what is uh your take about converting these

01:21:40

online sales into brick and mortar sales is something possible

01:21:45

if i take the example to elaborate on this off the watchman movement we started with cross from the campaigns

01:21:52

but they decided even after being very successful in be purchased four hundred million dollars by the

01:21:57

mobile group last august not to goal uh off line what what church prints on that

01:22:07

that depends on the type of product on the um on apart from we have like i said we're focused on the local

01:22:14

machine the whites could also we also have local businesses doing complaints

01:22:18

so when a a hawk a grocery which is uh

01:22:22

uh no with grocery with those are comparing the um uh we make it then

01:22:26

the people have to come to the uh business to get the reward so

01:22:29

the bigger the happy to go the under become customer sort of would be

01:22:33

part of them becomes customers so we come to those accommodation for them

01:22:38

i would say that uh uh the room preceded have opposed to the because you can

01:22:44

use but you're the remote there to the cover convert the attackers into customers

01:22:52

i assume some other another advantage because don't forget the crowd forming this one

01:22:59

project with if you do it well are huge p. r. value behind

01:23:05

so people see the product can see people especially for new projects what new brains

01:23:11

it's now touch bunch of with the customers so when you goes back to become more good that actually

01:23:16

if you can see it can recognise the brunt of thing for new product does not work is

01:23:21

it's weird discussions from reduces so we are you going to sonoma but actually

01:23:26

we were successful and we get newspapers out the people talking one

01:23:30

couple overlooked won't remember oh yeah yeah yeah we like you

01:23:35

but then because because the the the increase this it's so that's what image before these

01:23:39

projects also brings as a brand generally more value because you have the visibility

01:23:47

01:23:50

oh yeah i also think it's important when you're preparing as we said it's very important for your campaign that you sat

01:23:58

and do some research on your internal and external goal that's the terminology we use a lot with our clients that

01:24:03

the extra noble is of course what's on the page and how much you like to raise i or how many parts you'd

01:24:10

like to sell to understand if there's an audience for your products and this is again specific to companies using cut funding

01:24:15

and buddy internal goal might be that go or no go decision that unless we

01:24:20

make a certain amount or less we sell a certain amount it's not about

01:24:24

whether or not we have the funds to make it it's whether there's enough demand to prove

01:24:27

that this is something we should go into mass production or perhaps brick and mortar with

01:24:31

so it is important to the financial research in advance to see what is the threshold that proves that this is something that you know i can

01:24:38

have enough money to actually continue and produce

01:24:44

a little last question if if it's my questions for down

01:24:50

and so on and also for for the agency

01:24:54

i'm i'm very interested to understand us an entrepreneur you put a new

01:24:58

product in u. i. d. onto platform in you expose it

01:25:02

to everybody so how where you've never afraid that somebody could steal

01:25:08

your idea and how much the product before you could even

01:25:12

have all the money to do it by yourself so packed so

01:25:16

the question for you and also for for the agency

01:25:19

did you hear people that say i really really really

01:25:22

great to have exposed my brilliant idea because finally

01:25:26

a lot of company what already all the money launch just before me and really shit

01:25:36

it's it's a good question because actually it happened like this home didn't happen to

01:25:42

before i was one thing probably important to to share with only for the before

01:25:49

is oh apart all first kick start would like go what are we doing

01:25:54

it's normally the products are with you when you do kick start you don't want to make

01:25:57

this mistake i've made your and then i would stop produce a timely the first one

01:26:02

you know we have to explain everything months the class customers where

01:26:05

you could not deliver of milk with a logo on must

01:26:09

be some people get pissed off of the what's ah off the second project we had online but we got actually use

01:26:16

copy to six months later by the company and it was the only thing so

01:26:21

for the pair of product so it was like a little bit obvious

01:26:25

in six months the that we can but in the on on the other white could actually recognition

01:26:30

because that means this we on the right track notes it's then it's due you knew the company and what you're doing

01:26:36

oh what you want to do with this it's not been copied because everybody copies everybody the and so

01:26:41

so it was actually force more more recognition will be on the right track maybe takes more normal

01:26:47

the beep you still have to work a couple of more hours until we get enough people to

01:26:50

to to to stuff but uh or it was actually more or i'll positive impact the negative

01:26:59

so i would not be afraid of it all i would mostly to agree to go do something something good

01:27:06

yeah true true and if truly convinced about your product you can

01:27:11

also protected before launching your your product if really convinced yeah

01:27:20

uh_huh of the emergency to to add um does it sorry you last the lessons

01:27:26

or that's fine but i just data and information it that it happens

01:27:30

all the time and if you you should count speech your project just that

01:27:34

i keep before you that uh you you will never touch the public

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