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Using Crowds to Innovate in Marketing

My presentation of a class made to the "Marketing Innovation" track for Master PGE (Programme Grandes Ecoles) students at Toulouse Business School, on February 8th 2019.

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Using Crowds to Innovate in Marketing

  1. 1. Using Crowds to Innovate in Marketing Master PGE (Programme Grandes Ecoles) @ TBS (Toulouse Business School) February 8th 2019
  2. 2. WiSEED Summary • Who are you? What do you expect from this class? • Who am I? How did I end up here? • Crowd***ing: definition & illustration of key concepts • Group work & presentations • Discussion, Q&A 1
  3. 3. WiSEED Master’s thesis 2
  4. 4. WiSEED Paris & Singapore (+ Toulouse) 3
  5. 5. CO-CREATION – A CONTINUAL & CONSUMER-CENTRIC PROCESS “The act of involving consumers directly, and in some cases repeatedly, in the product creation or innovation process.” Doug Williams (ex-Forrester Research)
  6. 6. CROWDSOURCING – A NEW CONCEPT IS COINED “Simply defined, crowdsourcing represents the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call.” Jeff Howe (Co-Editor, Wired Magazine, 2006)
  7. 7. CROWDSOURCING - THE CONCEPT ISN’T NEW, BUT TECHNOLOGY HAS ENABLED A BUSINESS 1950s 2001 2002 2005 A new word is coined in 2006 1714 The Longitude Prize
  8. 8. HOW IT WORKS – IN A NUTSHELL BUSINESS BRIEF COMMUNITY BRIEF ONLINE COMPETITION MODERATION, CURATION 5 WINNER SELECTION, IP TRANSFER 1 2 4 3
  9. 9. NESCAFE PRODUCT INNOVATION THE CHALLENGE MAKE THE BEST OF BOTH WORLDS BY REINVENTING INSTANT COFFEE WITH A PRODUCT IDEA SO IT CAN BE ENJOYED AT HOME AS A TREAT, CAFÉ STYLE. WE GENERATED 138 ENTRIES FROM 43 COUNTRIES IN 5 WEEKS 15,000€ PRIZE POOL
  10. 10. WORKSHOP SAMPLE METHODOLOGY “Idea Boards” curation & clustering 30-50 Crowdsourced ideas Ideas discovery Ideation & concept development Refinment & prioritization 3-5 refined product concepts
  11. 11. COCA-COLA CREATIVE IDEATION THE CHALLENGE CREATE A STRONG & CREATIVE VIDEO / PRINT TO EXPRESS WHAT MAKES THE TASTE OF COKE SO DESIRABLE TO YOU. WE GENERATED 80 / 171 ENTRIES FROM 26 / 28 COUNTRIES IN 6 WEEKS 25,000€ PRIZE POOL 5,000 € PRIZE POOL
  12. 12. COCA-COLA CROWDSOURCES CREATIVITY NEWSWORTHY FOR TRADE PRESS
  13. 13. (*INTERBRAND RANKING 2013) 40 OF THE BIGGEST BRANDS WORK WITH EYEKA
  14. 14. WiSEED Doctoral thesis 13
  15. 15. WiSEED Paris & Toulouse 14
  16. 16. WiSEED, a specialist in digital investing, offers private and institutional investors the opportunity to fund – in full transparency – the growth of unlisted companies through a wide range of financial instruments
  17. 17. WiSEED • 30 employees (incl. TBS alumni) • National activity • Local knowledge • Internalized know-how Our structure Founded in 2008 SA with 1 082 400 € capital Prestataire de Services d’Investissements (PSI) Regulated by the Autorité de Contrôle Prudentiel et de Résolution (ACPR)
  18. 18. WiSEED We fund unlisted companies in high-impact sectors 17 Energy & environment Health & Nutrition DigitalReal estate & housing Innovation & Growth Debt (bonds or equivalent) Capital (shares) Syndication & trusts Per project
  19. 19. WiSEED Different forms of crowdfunding 18 DONATION-BASED In exchange of perks and/or products EQUITY & BONDS Investing directly or indirectly in projects LENDING Loans reimbursable with pre- determined interest
  20. 20. WiSEED My personal experience: Panono on Indiegogo 19
  21. 21. WiSEED Long story short… 20
  22. 22. WiSEED (My) Panono won’t see the light of the day 21 “Bryanston Group AG, a Swiss-based private equity investor, has acquired the assets, trademarks and patents of Panono GmbH and will restart its business operations under the new holding company Professional360 GmbH.”
  23. 23. WiSEED The advantages of equity crowdfunding & crowdlending For retail investors • Diversify one’s savings or investment portfolio by investing in real economy assets • Having direct, online access to a quality deal-flow, selected by experts in different fields (health, real estate, energy…) • Generating potentially high returns in a variety of sectors, with varying maturity and risk levels For entrepreneurs • Having assets to capital with clear terms and contractually fixes conditions • Fund a company’s growth, either in capital of debt, to harness growth opportunities, possibly leverage effect with more capital • Benefiting from the expertise and the advice of WiSEED and its community members • Getting market feedback from expert consumers, generating marketing and PR-coverage during the campaign 22
  24. 24. WiSEED 23 Risk / reward Maturity BONDS SYNDICATED SHARES What do investors get with crowdfunding ?
  25. 25. WiSEED A secure and responsive platform 24 • Simple and easy to use • Progressive access (regulatory constraint) • Secure platform and tools (login, payment provider etc.)
  26. 26. WiSEED A personal space to follow one’s investments 25 • Access to portfolio composition and individual projects • General assembly and similar tools (polls etc.)
  27. 27. WiSEED Personal(ized) user esperience 26 • Project catalog • News feed • Investment recommandations • Email automation
  28. 28. WiSEED 27 Why & when do companies use crowdfunding? R&D innovation Seed Growth Maturity Development Transmission Capital, equity Debt, loans
  29. 29. WiSEED 28 Why & when do companies use crowdfunding?
  30. 30. WiSEED WiSEED actively & intelligently promotes each project 29 • Platform and social media exposure • Emails to community of investors
  31. 31. WiSEED A community- based, moderated platform 30 • Moderarion by WiSEED and/or the entrepreneur’s team • Detection & silencing of of spammers
  32. 32. WiSEED A dedicated space to follow funding rounds 31 • Real-time data about the funding progress • Possibility to share news, updates & reportings after the funding phase
  33. 33. WiSEED Examples of funded projects SAVE Innovations Environment 302k€ + 263k€ raised with 500 WiSEEDers POIETIS Health 952 k€ raised with 783 WiSEEDers ALCMEON Digital 252 k€ raised with 105 WiSEEDers PUMPART Industry & Services 561 900€ raised with 716 WiSEEDers 32 Irisolaris 31 solar panel installations in rural France Bonds 6,5% / year for 5 yrs 451 700 € raised in 5 weeks Ethiquable Health & Nutrition Funded by 319 WiSEEDers Citoyens du Monde Health & Nutrition Funded by 281 WiSEEDers
  34. 34. WiSEED A Toulouse Business School alumnus 33 Also on: https://www.wiseed.com/fr/projet/1222258-schoolmouv/news SCHOOLMOUV Digital 58 k€ raised with 40 WiSEEDers in 2014
  35. 35. WiSEED Examples of funded projects 34 Central Park Colombes (92) Provini 388 000€ raised among 560 WiSEEDers Scenario Le Tholonet (13) Valimo 600 00€ raised among 660 WiSEEDers Santa Apolonia La Réunion (97) Alsei 1 300 000€ raised among 1 220 WiSEEDers Résidence Newton Toulouse (31) LP Promotion 559 000€ raised among 250 WiSEEDers L’Ecrin Craponne (69) Rhonea 800 000€ raised among 595 WiSEEDers Groupe SFIT Ormesson sur Marne (94) 161 100€ raised among 194 WiSEEDers Skylodge by N’Py Lourdes (65) 201 000€ raised among de 340 WiSEEDers Virage Viager Paris (75) 1 000 000€ raised among 900+ WiSEEDers PM SA Paris (75) 1 120 600€ raised among 1000+ WiSEEDers
  36. 36. WiSEED +350 Funded projects +150 M€ Funds raised +115 000 Members + 13 000 active retail investors Our key figures 35 +50M€ Paid back to investors in capital and interests +100M€ Assets under management 7 Average number of projects per retail investor 1 467€ Average investment size per investor
  37. 37. WiSEED 36 Now: It’’s your turn! (→Group work)

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