1. Proposal to launch an Indiegogo
Campaign for Artistas Café
Prepared for
Vicky Westra
Prepared by
Matthew Mirabella
February 27th, 2014
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2. Table of Contents
Executive Summary……………………………………………………...………………………..3
Introduction………………………………………………………………………………………..5
The Opportunity…………………………………………………………………………………...6
The Current Situation……………………………………………………………………...6
Key Success Factors……………………………………………………………………….7
Analysis of Alternatives…………………………………………………………………...8
Strategic Solution Option…………………………………………………………………8
Benefits and Risks of Strategic Solution Option……………………………………….…………9
Benefits………………………………………………………………………………….9
Risks……………………………………………………………………………………10
Final Recommendation…………………………………………………………………………..11
References………………………………………………………………………………………..12
Appendix…………………………………………………………………………………………13
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3. Executive Summary
Artistas Café is a place that was created to provide employment for high functioning adults with
Autism Spectrum Disorder or ASD. Artistas Café believes that with the right training
environment and support, individuals with autism can discover for themselves their own talents
and abilities and lead inclusive, independent, gratifying, and happy lives. Artistas Café is in need
to start a full on social media campaign to launch their Indiegogo campaign and video.
What is Indiegogo?
Indiegogo is a crowd funding platform where people who want to raise money can create
fundraising campaigns to tell their story and get the word out. Indiegogo is also a place to
discover what people all over the world are passionate about and how to get involved.
The Opportunity
With a well-organized, eye catching, and moving social media campaign, Artistas Café has a
great opportunity to raise a lot of much needed money to help fund them and help them become a
global autism resource in which they are in the midst of striving for.
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4. Benefits and Risks of Strategic Solution Option
Indiegogo has potential to help fund Artistas Café to new heights
Money from fundraising goes directly back into their main goal
Even if their goal is not reached it still serves as advertising
Getting the word out through social media sites such as Facebook
If goal is not met, there is potential to lose well needed money
Not getting enough money could hurt the company
Not getting the response they are looking for is
Potential for bad reviews with more publicity
Recommendations
Despite the risks, starting an aggressive social media campaign and launching an Indigogo
campaign and video is a good decision if the right computer programmer and web developer
with a creative side is working on this project.
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5. Introduction
Artistas Café was created to give every person with autism the ability and opportunity to fulfill
their purpose in life. They strive to be the global autism resource and have unique programs that
provides training and internships for those diagnosed with autism.
Creating a strong, aggressive social media campaign through Indiegogo as well as donations and
sponsorships, will provide the necessary resources Artistas Café needs to expand their programs
and allow them to achieve their vision of being “the global autism resource.” Their vision is to
open more Café’s and to also offer what they call a Friendchise. A Friendchise which is similar
to a franchise is a program where other people can open up more Artistas Café’s in different
parts of the world. They also will be able to launch a culinary training program and other
programs that can change people’s lives.
This report does the following:
Explains what Artistas Café does and who they are
Explains what Indiegogo does
Identifies the benefits and potential risk for using Indiegogo
Offers concrete suggestions for starting an aggressive social media campaign
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6. The Opportunity
Receiving donations is a great thing, especially when it is for a really great cause. One of the
major problems with that is getting the word out. Artistas Café has an opportunity to grown in a
global resource for autism, but that comes at a cost. With releasing an aggressive social media
campaign through Facebook and Indiegogo it can be certain that they will raise enough money to
become that global resource and be able to expand their programs to help out as many people
with autism from around the world.
The Current Situation
The Vision of Artistas Café is to be the global autism resource. They have developed a proven
and effective training and employment program and have now opened two successful Artistas
Cafes. With the help of an aggressive social media campaign through Facebook and Indiegogo
their expanded vision includes:
More Artistas Cafes opened through their program
Friendchise (similar to Franchise) Program (national and broad)
Culinary and Catering Programs
An on-line art gallery showcasing and selling artwork produced by Artists with autism
Warehouse and Fulfillment Program serving individuals on the lower-to-mild end of the
autism spectrum
A Wellness Program
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7. The only way this can be done is with donations and the best way to get those donations is a
strong, aggressive social media campaign.
Key Success Factors
The keys to success for this social media campaign are a two-step program that works hand in
hand and goes back and forth. The first step is making an improved Facebook page. The
importance of this is not really were the donations will be coming from. This “fan page” on
Facebook will serve more as an advertisement of what Artistas Café is and what they do. On that
page will be a link to the Indiegogo page where the majority of the donations will come from.
There are many organizations out there that raise money for autism. The majority of those
programs are really great but they are mostly for autism research. Artistas Café is unique to
where there main goal and mission is to help people with autism have a life of their own and to
give them the tools they need to be as happy as they can be. That is the importance of their “fan
page” because it will work as an educational page for potential donors by showing them what
there all about. Now the key factor to this campaign being successful is getting these potential
donors to the Indiegogo page to make a donation. This will be done with a creative page, easy
navigation, and letting the donors see what their donations are doing by keeping the pages update
very often.
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8. Analysis of Alternatives
The alternative to this proposal would be doing one or the other. With a Facebook page you can
still make donations, however people are not as likely to make donations through Facebook due
to fear of being scammed. With just making an Indiegogo page, the donation would still happen
but it is very unlikely to get the same amount of traffic if there is not a Facebook page redirecting
people to that page. Facebook has a lot more users on a daily basis then Indiegogo does, so it
makes sense to utilize both of those sites.
Strategic Solutions Options
The strategic solution option for this proposal is to go ahead with this strong aggressive social
media campaign by creating a fan page through Facebook and then a donations page though
Indiegogo. It will be more expensive to have these two pages created and to keep both of these
pages updated; however, it is in the best interest of Artistas Café to utilize both of these websites
and take advantage of what they are good for, Facebook being good with traffic and
advertisements, and Indiegogo being good with actually receiving the donations to allow Artistas
Café move forward with their expansion and creating more programs.
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9. Benefits and Risks of Strategic Solution Option
Benefits of Moving Forward With the Campaign
The benefits of moving forward with this proposal are as simple as being able to give Artistas
Café the ability to move forward with their vision of expanding locations and programs. With all
of their planned expansions including:
More Artistas Cafes opened through their program
Friendchise (similar to Franchise) Program (national and broad)
Culinary and Catering Programs
An on-line art gallery showcasing and selling artwork produced by Artists with autism
Warehouse and Fulfillment Program serving individuals on the lower-to-mild end of the
autism spectrum
A Wellness Program
The only way that this would be possible is to create this aggressive social media campaign and
give people the opportunity to find out what they are all about and what they are here to do for
people living with autism.
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10. Risks of Moving Forward With the Campaign
The main risk of moving forward with this campaign is not getting the reacting from the public
that we are expecting. Not getting enough traffic to the Facebook page will limit the amount of
people to the Indiegogo page with will in turn limit the amount of donations they will get. With
spending money on creating and updated the Facebook and Indiegogo pages, then not getting
any donation back could be detrimental to the company and the expansion might not be able to
take place.
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11. Final Recommendation
The final recommendation for this proposal is to go ahead with this strong aggressive social
media campaign by creating a fan page through Facebook and then a donations page though
Indiegogo. The first step is to create the eye catching easy to navigate Facebook fan page. It will
be a benefit to have this page up and running while the Indiegogo page is being finished so that
people will have the knowledge of who they are. Once the Indiegogo page is ready and is starting
to accept donations, the Facebook page will have a direct link to redirection traffic from
Facebook to Indigogo.
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12. References
Indiegogo. (2014, Feburary 27). Retrieved from Indiegogo: http://www.indiegogo.com
Tridas, M. (2014, Feburary 26). Artistas World. Retrieved from Artistas Cafe:
http://www.artistascafe.com
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13. Appendix
http://www.slideshare.net/matthewmirabella/business-communication-powerpoint-31015236
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