Slides @ FLY Budapest conference

1. @kleverlaan | Crowdfunding strategy | Speaker, author, strategic consultant
Crowdfunding - More than money

2. Ronald Kleverlaan
!
Crowdfunding strategy
!
Founder Crowdfunding Hub
Co-founder & Board Member European Crowdfunding Network
!
Expert Advisor “Crowd Investing” European Commission
@kleverlaan
ronald@kleverlaan.com

3. •
Successfully
brought
crowdfunding
into
new
EU
Capital
Markets
Union
•
52
members
from
13
EU
Countries
•
DraBing
a
Crowdfunding
Code
of
Conduct
and
Best
PracEces
for
EU
members
•
Research
about
Crowdfunding
RegulaEons
in
Europe
and
beyond
•
CrowdTuesday
events
though-­‐out
Europe
European Association for Crowdfunding Platforms
Bottom-up promotion and education of Crowdfunding
•
Open
network
-­‐
Easy
to
start
a
local
Hub
in
new
ciEes
•
Hubs
are
run
by
local
stakeholders
from
the
crowdfunding
and
startup
ecosystem
•
Hub
members
organize
free
weekly
Q&A
crowdfunding
introducEon
sessions
•
Hub
members
organize
free
(bi-­‐)monthly
public
events
(50-­‐250
people)
•
Hub
members
organize
CrowdTuesday
events
in
collaboraEon
with
ECN
!

4. Crowdfunding
@kleverlaan | Crowdfunding strategy
Crowdfunding
2 misconceptions: CROWD & FUNDING

5. Misconception 1: „Crowd”
Not an anonymous crowd, but an involved community
@kleverlaan | Crowdfunding strategy
Crowd
Community Funding

6. @kleverlaan | Crowdfunding strategy
Kickstarter - $1,5 billion - 7,7 million backers

7. @kleverlaan | Crowdfunding strategy
Kickstarter - $1,5 billion - 7,7 million backers
72%

8. @kleverlaan | Crowdfunding strategy
Kickstarter - $1,5 billion - 7,7 million backers
86%72%

9. Brand loyalty and local commitment
Polare - Management buy-out after bankruptcy
@kleverlaan | Crowdfunding strategy

10. Customers invest in company
560K by 481 investors
@kleverlaan | Crowdfunding strategy

11. Renewable energy community
Windcentrale - 15.000 investors - 15M euro - 9 wind turbines
@kleverlaan | Crowdfunding strategy

12. Crowdfunding
more than money
marketing
broad support
market research
customer loyalty
access to additional finance
Misconception 2: „Funding”
Funding is only one of the reasons to use crowdfunding
@kleverlaan | Crowdfunding strategy

13. Marketing
1300 funders - Stadsinitiatief - 4 million euro
@kleverlaan | Crowdfunding strategy

14. Marketing
1300 funders - Stadsinitiatief - 4 million euro
@kleverlaan | Crowdfunding strategy

15. Support for local community projects
Let citizens choose what projects to receive additional grants
@kleverlaan | Crowdfunding strategy

16. Market research
>1 million euro - 18.000 clients
@kleverlaan | Crowdfunding strategy

17. Additional finance
$2,5 million pre-sales -> VC -> Facebook
@kleverlaan | Crowdfunding strategy

18. Different types of funding
Donations, pre-sales, loans, equity
@kleverlaan | Crowdfunding strategy

19. ROI = Return on Involvement
Financial, material and social returns
@kleverlaan | Crowdfunding strategy

20. Next steps in crowdfunding
New type of businesses & NGOs
@kleverlaan | Crowdfunding strategy

21. Project-based fundraising
Red Cross first large NGO to work with dedicated funding
@kleverlaan | Crowdfunding strategy

22. Full ownership of 5 local wind turbines
>400 members - 18,5 million euro project
@kleverlaan | Crowdfunding strategy

23. !
Crowdfunding = Community Funding
Funding from an involved community
!
Crowdfunding = More than money
Marketing, market research, local support
!
Crowdfunding campaign = Marketing campaign
Not a fundraising campaign
!
Crowdfunding transforms business models
Marketing teams formed by fans & investors
Co-created and co-funded innovations by the crowd
New ownership structures
Key take-aways
@kleverlaan | Crowdfunding strategy

24. Let’s talk crowdfunding!
Ronald Kleverlaan
Crowdfunding strategy
!
+31 628 254 452
ronald@kleverlaan.com
@kleverlaan
slideshare.net/kleverlaan