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Posted: December 27, 2013

Taking money from strangers

Need business capital? Try crowdfunding

Gale Dunlap

Many of my clients are business owners who want to grow their businesses. To do this they need capital to pay for things like additional staff, larger offices or more product. And to get this capital, they usually need to apply for a bank loan, ask relatives or, for a select few, attract angel investors or venture capital.

But with the internet in full bloom, we now have access to thousands of people worldwide. This has allowed a financing phenomenon to take shape known as crowdfunding and is brought to you by such websites as Kickstarter, Indiegogo and Peerbackers.

Need funding to bring your latest invention to market or to open a second location for your popular pizza parlor? Rather than go to the bank, you can now ask a bunch of strangers to send you money…and many of them will.

Crowdfunding is different from traditional sources of funding in several ways. Typically the projects or ideas funded through the internet have a clear beginning and end, such as writing a book, producing a film or marketing a gadget. And now you can even ask for help paying for some of your medical expenses.

Contribution levels in crowdfunding begin at $5 and can attract literally thousands of “investors” willing to give you money and yet expect little in return besides maybe a t-shirt or mention on your website. The payback for them is often just the warm glow of having invested in what they view as a really neat idea, product or cause.

Venture capitalists and private investors, by contrast, provide large sums of money: $1 million to $50+ million to fund high-risk ventures that do not necessarily have a clear beginning or end. With this type of investment, there is a distinct possibility that you will lose your entire investment – or make millions. Just ask a few VCs in Silicon Valley. These professionals, in return for their investment, expect a percentage of ownership in your venture as well as a seat on the board of directors or a significant management position.

So let’s review how crowdfunding works:

Let’s say you have a neat idea for a watchband that lets you strap an iPod Nano to your wrist. You need a few hundred thousand dollars to bring this product to market – but you know it’s a great idea and will sell well. You also know that VCs are not interested in this kind of venture, so you consider crowdfunding. Your first step is to choose the crowdfunding website that is most appropriate for your business. There are now over 150 such sites, three of which I mentioned above with links. For our example we’ll choose Kickstarter.

Your next steps:

  • Establish a realistic funding goal and time period, say $250,000 to be raised within six months.
  • Describe your invention/project/idea in a way that will compel total strangers (as well as friends and relatives) to send you pledges. This, to me, seems like the most important step to do very well.

To your amazement, pledges start rolling in from people all over the world in amounts ranging from $5 to $1,000. You reach your funding goal – and then SURPASS it. Within six months, lo and behold, you’ve raised $942,578.

But this is not a made-up example. This is exactly what happened to TikTok and LunaTik (love the name) who set a record for pledges on Kickstarter in 2010. Since that time, several companies have raised millions on crowdfunding sites.

So, what’s the revenue model for these sites? Kickstarter takes a 5 percent commission from every project that reaches its funding goal – and amazingly, 44 percent of submitted ideas meet or exceed their funding goals.

Let’s step back for a minute. In my view, this is a quintessentially American idea – so creative, so “out there.” And the concept is guaranteed to grow and mature because in April of this year, President Obama signed the JOBS (Jumping Our Business Startups) Act, which relaxes securities regulations in the interest of encouraging crowdfunding investment in companies of all sorts.

My advice to clients? Start researching crowdfunding sites now; write out your idea; set a funding goal and see what happens. This is a funding source definitely worth considering.

Gale Dunlap is President of Standout Strategies, a company that helps business owners and job seekers market themselves and their businesses more effectively. Her career has included management consulting and operating management. in marketing strategy and management training for companies such as Amoco, Pfizer Pharmaceutical, the Kauffman Foundation, and many start-ups and nonprofits. For more detail visit, call 303-250-8039 and connect with Gale on LinkedIn

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Readers Respond

Hi Cindy, The crowdfunding method I've described in my article is the original (and best known)contributor model which continues to be successful for many businesses. Some CF sites tried to offer equity positions but because the SEC did not ruled on this in 2012, equity CF remains in no-man's land. My article is not talking about equity. As vp of the Colorado Capital Alliance, we only did equity financing,so I'm well-aware of what this entails e.g. ownership, lawyers, accredited investors, etc. With the contributor model there is no ownership taken. Contributors have a totally different mindset - that's why it's so important to create proposals that speak to them, not equity investors. Gale Dunlap, Standout Strategies. By Gale Dunlap on 2013 01 21
Wow! I hate to rain on this parade, but crowdfunding isn't that easy. I went to a program sponsored by the CTA where Senator Bennett introduced the new law. The "relaxed" securities laws still require significant (and expensive) disclosures and reporting. If you get "thousands' of investors you will have to manage 'thousands' of owners of your company. Maybe they will own more than you. And there are also provisions that set serious levels of personal liability on issuers for fraud and misleading disclosures. It's an interesting concept but the implementing law still has a lot of ambiguity. If that's how you want to raise money for your business, don't think it's a do-it- yourself program. Get the advice of a securities lawyer (disclaimer: not me). There are ways to completely avoid the securities laws with crowdfunding, but they may not be flexible enough for a lot of companies. By Cindy Wolf on 2013 01 16
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