2. Position and Activities
• Professor of Business Economics and Entrepreneurship, HTW Chur
• Head of Competence Field „Digital Strategies“, Swiss Institute for Entrepreneurship
• Researcher, Coach, Trainer, Consultant
Fields of Expertise:
• Entrepreneurship, Business Model Innovation, Lean Start-up
• Digital Strategies
• Crowdfunding, Social Media, Online Communication
• Customer Relationship Management, Big Data
2
About Me
Kerstin Wagner
3. 3
What is Crowdfunding?
• Crowdfunding is an open call over the internet for the provision of financial resources.
• Different types of crowdfunding have been proposed based on what backers receive in
exchange for their contribution:
- equity shares (equity-based),
- a product or service or other non-monetary rewards (reward- and donation-based)
- or a particular interest rate (lending-based).
5. 5Source: http://www.100-days.net/de/projekt/davoser-schlitten
Price
(in SFr)
Reward Cooperation partner
15 Greeting from Davos (postcard) Paul Ardueser
45 Participation at the sledge race (from mountain pass to Davos) Paul Ardueser, DMO
80
Participation at the sledge race and a guided tour in the museum of
winter sports Davos
Paul Ardueser, DMO, Association
of the winter sports museum
150
Participation at the sledge race and two guided tours in the museum
of winter sports Davos and the manufacturing site at Paul
Arduesers’ Carpentry
Paul Ardueser, DMO, Association
of the winter sports museum
650
One of the handcrafted sledge from Davos incl. individual
manufacturing number with a handover at the sledge race from the
mountain pass to Davos plus two guided tours (museum, carpentry)
Paul Ardueser, DMO, Association
of the winter sports museum
999
One of the handcrafted sledge from Davos incl. individual
manufacturing number with a handover at the sledge race from the
mountain pass to Davos plus two guided tours (museum, carpentry)
plus an overnight stay at the five star hotel Intercontinental at Davos
Paul Ardueser, DMO, Association
of the winter sports museum,
Hotel Intercontinental Davos
Rewards of the campaign «Sledge from Davos»
9. 9
When initiators start their campaign
Source: Beier, M / Wagner, K. (2015): http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2654765
ProjectStarts
MO TU WE TH FR SA SU 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
0
20
40
60
80
100
120
MO TU WE TH FR SA SU
0
5
10
15
20
25
30
35
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
10. 10
How campaigns develop over the first ten days
0
5
10
15
20
25
30
35
40
45
50
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10
MO_S TU_S WE_S TH_S FR_S SA_S SU_S
MO_NS TU_NS WE_NS TH_NS FR_NS SA_NS SU_NS
Source: Beier, M / Wagner, K. (2015): http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2654765
MO_S = Starting Day of the Week of Successful Projects
MO_NS = Starting Day of the Week of Unsuccessful Projects
11. 11
It’s all about the first days!
Source: Beier, M / Wagner, K. (2015): http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2654765
• Our results indicate that the first days of crowdfunding campaigns are of great
importance for the development of campaigns.
• It is crucial to start a well prepared project that engages large backer support
within the first days.
12. 12
It’s all about traffic!
Source: Beier, M / Wagner, K. (2015): http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2654765
• Project pages in crowdfunding platforms are like web-based points of sale since
project initiators intend there to “sell” their project, product or service to potential
customers.
• To realize purchases, potential customers must be directed to the project website
on the crowdfunding platform just as conventional buyers are in e-commerce.
• Embed own content elements in other operators’ web services, e.g. social
networks, video platforms, blog posts, guest articles, commentaries (“Off-page”
activities)
• Potential customers can be reached or guided with one or two clicks directly to
the point of sale, i.e. the project page on the crowdfunding platform.
• => Establish good external links so that potential customers are likely to follow
15. 15
It’s all about conversion!
Source: Beier, M / Wagner, K. (2015): http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2654765
• The presentation on the product page must be optimized so that visitors at the
point of sale will buy with a high probability (high “conversion rate”)
• “On-page” activities like the quality of project presentations, the use of online
videos and project updates are therefore helpful.
16. 16
Transactions on the project page
Source: http://www.100-days.net/de/projekt/davoser-schlitten
17. 17
It’s all about you!
• Story
• Video
• Rewards
• People
• Hurdle (Funding Goal)
• Communication Activities
• Media / Press Coverage
• …
18. E-Mail: kerstin.wagner@htwchur.ch
Web: www.kerstinwagner.org
Facebook: https://www.facebook.com/kerstinwagner.org
LinkedIn: https://ch.linkedin.com/in/kerstinwagnerorg
SSRN: http://ssrn.com/author=2161225
Google: http://scholar.google.ch/citations?user=VMxzmfEAAAAJ&hl
Where to find me
