Developing a Winning Crowdfunding Pitch

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Developing a Winning Crowdfunding Pitch 7.17.13 Jill HowardAllen Megan Knedler presented by TRAKLIGHT.COM

description

There is a plethora of platforms, thousands of hits, millions of dollar$ but how do you stand out the crowd?? Join Jill & Megan as we explore and dissect successful and…not so successful crowdfunding campaigns from a marketing perspective. • Content strategy • Successful reward structure • The art of the update • Brand power About the Presenters: Jill Howard Allen received her BA in Marketing from the University of Wisconsin, Whitewater. She has 20+ years of experience in marketing including Southwest & Southwest.com launching their corporate booking tool, SWABIZ. & Ding!. Megan Knedler attended Iowa State University and Arizona State University for her BA in Marketing and MBA. She has both agency and brand experience building campaigns valued at over $110 million annually. Her research includes consumer behavior (gender & generational), user experience & strategic marketing for startups & entrepreneurs.

Transcript of Developing a Winning Crowdfunding Pitch

Page 1: Developing a Winning Crowdfunding Pitch

Developing a Winning Crowdfunding Pitch!

7.17.13!Jill HowardAllen!Megan Knedler!

!

presented by !

TRAKLIGHT.COM!

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Getting to know your presenters:!

•  University of WI!•  20+ years experience!•  Launched Southwest Airlines Social

Media, SWABIZ & Ding!!•  Live in a world of rainbows &

unicorns – They like me here!•  Professional squirrel spotter!

•  Iowa State & Arizona State!•  Brand advocate w/agency

experience!•  Geeks out over case studies &

market research!•  Momma bear to Harper & Anders!

JILL! MEGAN!

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What it takes to win.!

!!Bottom line: PREPARATION !!

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Let’s break it into steps.!

1.  Iden'fy  your  IP.  2.  Protect  your  IP  3.  Pick  a  pla8orm.  

4.  Raise  social  capital.  5.  Develop  your  pitch.  

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Identify your IP.!

Never. Never. Never. (one more time) !NEVER. Start to crowdfund before you’ve identified & protected your intellectual property. !

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TIP   What is Intellectual Property?!

PATENTS!

TRADEMARKS!

COPYRIGHTS!

TRADE!SECRETS!

IDEAS!

SKETCHES!

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Protect your IP.!

•  Identify!•  Educate!•  Legal Documents and Labeling!•  Secure Storage!•  Do-it-yourself!•  Consultants !•  Professionals!

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Pick a platform.!

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http://bit.ly/10RdWhq!

TAKE THE QUIZ!INC Magazine's Roadmap for Picking a Platform: !

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TIP   Write down your goals. Find a platform that meets those goals.!

Highlight nonprofit status

Keep everything we raise

Has technology category

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Raise social capital.!

•  Minimum of 6 weeks out!•  Create your content!•  Hire a PR agency!

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Develop your pitch.!

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Typical Campaign Elements!

!Your brand!!!Video!!Rewards!!Pictures!!Updates!!Comments!

Social Links!Information- who are you? what is the $$ for?!Emails!

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Meet your competition.!

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Reward Me!!

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Case Study: Lessons Learned

(megan couldn’t help it.)!

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What they do.!

•  Genetic Art!– Ts!– Portraits!

•  Channels!– Obsessed pet

owner!– Animal

organizations!

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Campaign attempt #1!

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What went wrong?!

2!

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Seriously?... Try again?!

•  Lessons learned!•  New plan of action!•  New cause!•  New business !!opportunity!

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The new plan.!

•  Pre-Selling!•  HEAVY PR!

– Social Presence!– Local media!

•  Partnering!•  Get it in writing!•  New rewards structure!•  SCHEDULE!

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UPDATE!

Interested in contributing??!!http://bit.ly/13jKUHT!

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Case Study: Crowdfunding is one piece of the strategy.

(seriously, she has a problem.)!

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What they do.!

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How they prepared.!

•  Prepared almost 6 weeks in advance!•  Research!•  Networked!

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The campaign guts.!

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The results.!

!•  Met goal 1 week early!•  Ended 15% above goal!•  Local media coverage!

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The BIG picture results.!

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questions?!

@traklight!www.facebook.com/traklight!

Praticesafecrowdfunding.com!#practicesafeCF!

855.828.0261!!

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DEAL   Get started with traklight.!10% OFF ID your IP Visit Traklight.com Use the coupon code WEBINAR07

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drop us a line.!

JILL! MEGAN!

[email protected][email protected]!

!

Help Save the Cheetahs! http://bit.ly/13jKUHT!!