Tips For A Successful Crowdfunding Campaign

Tips For A Successful Crowdfunding Campaign

1. Pick the right platform

Start with the basics. Are you planning to borrow money from investors or ask them to buy an equity stake in your business? The former option may suit more developed companies with reliable cash flows – you’ll need to be able to make regular repayments, including interest. Equity fundraising, on the other hand, ask investors to buy into future potential with no immediate commitment to pay them a return on their money. But you will be giving up a chunk of your business, possibly at a lowly valuation if the company is young. 

2. Set out your business plan

Going down the crowdfunding route is not an excuse for a poor-quality business plan. You’ll need a properly constructed plan to get your business listed on a platform – and investors will want to see it too. Your plan should include realistic forecasts for sales and expenses, as well as detail of how you see the company growing. You will also need to explain exactly what you’re raising money for. If in doubt, ask platforms for examples of other people’s business plans so you can see what’s required.

3. Get the pitch right

Your pitch to potential investors is crucial – it represents your one chance to convince them to hand over their money to people they don’t know from Adam. Spend as much time as possible as you can on the pitch, taking advice and feedback wherever it is available. Look at successful pitches on your platform of choice and learn the lessons of these examples. Aim to build a story – where your business has come from, where it’s going, and how investors can share in its success along the way. Video is particularly powerful for promotion.

4. Spice up your offer with tax breaks

Check to see whether your equity-based crowdfunding pitch qualifies investors for the seed enterprise investment scheme (SEIS) – if so, make sure you register the business as qualifying. The SEIS and its big brother scheme the EIS offer incredibly valuable tax perks that substantially reduce the risk of investing in a small company. Your investors will be much more relaxed about their starting capital if you can offer SEIS perks.

5. Rewards can help too

You don’t have to offer rewards alongside a crowdfunding pitch – and investors should be putting money up because they believe in your business rather to bag a freebie – but the right offer can be a big help in persuading people to back you. Not only do you build goodwill but also rewards are a way to market your products or services. You can also persuade investors to put up more cash by offering more generous rewards in return for larger investments.

6. Don’t forget branding

The most successful crowdfunding pitches aim to build a community of supporters – that’s really about convincing backers that they’re part of a brand they can believe in. Personalize your pitch by telling investors about yourself and why you’re worth backing. Explain why you believe in your business and what you think it can achieve. Tell them how they can be part of the story. It’s all about the passion you can show.

7. Keep talking

Once your pitch is uploaded, the hard work really starts. Look for every opportunity to drive traffic to the pitch, whether through social media, traditional press coverage or anything else. Aim to create a buzz around the pitch right from the start, keep people updated on your progress, and be prepared to answer questions from potential investors. The more fresh content you can get out there to keep the story alive, the better.

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