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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
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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
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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
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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
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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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oh
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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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hi
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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
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not alternative way to the bank uh fine it's
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meant a financing at this time it's um
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it's a compliment also because b. we need bangs to uh to do need to sell
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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
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sometimes uh people use to cross funding only for marketing yeah impact
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to um to do more of visibility to their project to that to be
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more transparent for for the public because they know how you can
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and they know um how they can raise a found they can rise to finance
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that the financing and they know all still um how the money is used
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and i think it's the the um the most important that there's also a an important part of that
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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
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know it's first of all is the cows as why you do with the crow tending
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to say you have to really have a a very good story um storytelling
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and how you can convince the up to date a full
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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
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says that it uh says said that um it's
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you you can't for a is a found if you do not have the community and
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say oh we'll uh we'll do a across funding okay can you give me
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some money okay that and then and this is a a good way because you
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amplify your pubic sigh though you amplified the environment you you already have
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your client uh your partnership and and some
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of your community in national or international
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so you have to know who will help you uh in the crude funding
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also there's a um a set point in crowd funding it's
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the content ready and sometimes uh the the campaign
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doesn't have a kind of already it's it's um doesn't have the reward and there's on the other nation
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so what is that what is the next what is that the way off the crowd
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the nation it and say it's only maybe i think you and they're sending any
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made on video that you you have to amplify the way that you giving you
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creating a real value with crow defending anytime and even with that the nation
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and that's the end of was that is that trust because
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you sometimes you don no use the corresponding with the team behind it
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who is the team will will the will show that the product it is exactly a existed
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and um how you can then uh really solve the the the problem
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and why i will uh i will give you some
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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
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what is done in y'all in you know um sector so this is the the they are the four is essential
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plot point of course funding just to let you know that about this because sometimes it's uh important to remind
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and a different type of cross funding so are already
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mentioned some so you've got the reward danced
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i which is a um you give some money you have a product or you have the services
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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
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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
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um you invest a and uh you you you know the project
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and you you round you really want to invest these
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um uh how you all a power itself uh the capital
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and interest uh this is the uh the lending part
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and that you've got an interest also and i theo who
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know already uh who who know i see yours
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no and if you you re the acting somehow you uh have heard about becoming an eight either
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and so a lot of startups i'm making day on i seals do raise found so
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it's a it's a new type of growth finding it's it's simply it's the same
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that uh with cryptic currencies place not in flat it's
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not insist frank or don't ours oxygen it's encrypted
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occurrences that they've they've done they all it they made they all on i. c. e. o.'s to
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raise found and if they got priest hours and they've got a lot off stage to raise found
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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
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right now and in seats and uh we are uh the an in the top three
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uh to uh to raise found in nice e. o.s anywhere start apps are coming
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and especially in there are no in jean yves i need stupid because these there i had to um
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count on uh which are very aware of that uh
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the welcoming the startups um with icy as
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okay um maybe i i don't know if you have heard of that uh i feel about
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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
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a nominee i especially in crowded ending that on the
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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
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but more than one million encroach and ink on the uh you
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can not have um more than twenty two then there's
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so that's why it's um the thing that has a already put these are all the you know this the
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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
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and banking license file allied lines license
00:14:12
a hose coming up and it's very completely
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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
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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
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and um a a club landing is that in green
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and clothe investing in c. is in yellow
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the reward bass and the nation uh as the thoughtful on our uh
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and the volume of transaction are in red and it's important to
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know that um this figure because it's coming uh more and
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more and in two thousand eight and this year it's uh up
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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
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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
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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
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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
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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
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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
ah
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
ah
00:56:46
or
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
oh
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
so
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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Conference program

SMVd - Comment conjuguer stratégie marketing et crowdfunding
Ellie Damashek - Marie Debombourg - Emile Joudié - Dan Witting - Robin Finger
7 Oct. 2018 · 11 a.m.

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