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Serial Crowdfunding/-investing – Der Weg vom Startup zum Mittelstand
- 1. 01.12.2016© Dennis Brüntje Seite 1 Serial Crowdfunding/-investing Der Weg vom Startup zum Mittelstand Donnerstag, 01.12.2016 – Crowd Dialog 2016 – München
- 2. 01.12.2016© Dennis Brüntje Seite 2Crowd Dialog 2016 | Serial Crowdfunding/-investing Leitfragen 1. Welchen Stellenwert haben Crowdfunding und -investing im Finanzierungs-Mix von kleinen und mittelständischen Unternehmen? 2. Welche Synergien entstehen durch die Kombination von alternativer und klassischer Finanzierung? 3. Welche Potenziale und Erfordernisse ergeben sich durch mehrmalige Finanzierung über Crowdfunding/-investing in der Kommunikation mit der Crowd?
- 3. 01.12.2016© Dennis Brüntje Seite 3Crowd Dialog 2016 | Serial Crowdfunding/-investing vgl. Moritz & Block (2014), 59 in Anlehnung an Hemer (2011), 31 Crowdfunding zur Unternehmensfinanzierung Classic Venture Capital IPO Seed Venture Capital Business Angels Founder, Friends & Family Sources of finance StagePre-Seed / Seed Start-up Emerging Growth Expansion Bank loans Early-Stage-Gap Crowdfunding
- 4. 01.12.2016© Dennis Brüntje Seite 4Crowd Dialog 2016 | Serial Crowdfunding/-investing Wichtigste Startup-Finanzierungsquellen 2014–2016 Andere Kapitalquellen IPO/Börsengang Venture Debt* Crowdfunding/Crowdinvesting Inkubator/Company Builder und/oder Accelerator Bankdarlehen Innenfinanzierung (operativer Cashflow) Staatliche Fördermittel Venture Capital Business Angel Family and Friends Eigene Ersparnisse 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% DSM 2016 (n-Wert: 868) DSM 2015 (n-Wert: 1061) DSM 2014 (n-Wert: 903) 84,1 79,7 82,5 30,2 32,0 32,7 22,6 29,7 28,2 18,8 20,0 21,4 35,5 29,4 29,1 19,4 20,0 14,5 14,6 11,9 10,2 8,3 10,4 10,9 4,1 4,4 4,1 1,4 0,0 0,0 0,3 4,7 1,2 8,1 Abb. 52: Finanzierungsquellen (2014–2016) Andere Kapitalquellen IPO/Börsengang Venture Debt* Crowdfunding/Crowdinvesting Inkubator/Company Builder und/oder Accelerator Bankdarlehen Innenfinanzierung (operativer Cashflow) Staatliche Fördermittel Venture Capital Business Angel Family and Friends Eigene Ersparnisse 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% DSM 2016 (n-Wert: 868) DSM 2015 (n-Wert: 1061) DSM 2014 (n-Wert: 903) 84,1 79,7 82,5 30,2 32,0 32,7 22,6 29,7 28,2 18,8 20,0 21,4 35,5 29,4 29,1 19,4 20,0 14,5 14,6 11,9 10,2 8,3 10,4 10,9 4,1 4,4 4,1 1,4 0,0 0,0 0,3 4,7 1,2 8,1 Mehrfachauswahl möglich. *Die Finanzierungsquelle „Venture Debt“ wurde im DSM 2016 erst- mals abgefragt, Vorjahreswerte liegen daher nicht vor. 52 | DSM 2016 © 2015 KPMG AG Wirtschaftsprüfungsgesellschaft, a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name and logo are registered trademarks or trademarks of KPMG International. Deutscher Startup Monitor (2016), 55
- 5. 01.12.2016© Dennis Brüntje Seite 5Crowd Dialog 2016 | Serial Crowdfunding/-investing Crowdfunding ist mehr als Finanzierung Bartelt, Theil (2011), 9
- 6. 01.12.2016© Dennis Brüntje Seite 6Crowd Dialog 2016 | Serial Crowdfunding/-investing Symbiose von Crowdfunding, Venture Capital & Business Angels • Co-Funding: • Mögliche Involvierung kleinerer Business Angels ohne Erfordernis einzelner Verträge • Auch institutionelle Investoren können bereits bei der Crowdfunding-Runde hinzutreten • Anschlussfinanzierungen: • VCs nutzen Crowdfunding als Screening-Tool sowie für Due Diligence • Erfolgreiche Crowdfunding-Kampagne als mögliches Qualitätssignal für professionelle Investoren vgl. Help the Crowd (2016), 7; Hollas (2016)
- 7. 01.12.2016© Dennis Brüntje Seite 7Crowd Dialog 2016 | Serial Crowdfunding/-investing den. Ein An von kreative der partizipa larisch drei 1. Crowdfu Die privaten werden mit die Förderz Diese Strate Matching Fu nach einem funding-Mod 2. Crowdfu Bei diesem Zugang zu der Crowd, w öffentliche F wird auch di gestellt. Wä Finanzierungsmöglichkeit, die in Kombination mit der öffentlichen Hand vielfältige Effekte erzielen kann. Abbildung: Cofunding-Modell zwischen Crowdfunding und öffentli- Crowd Stiftungen Kulturförderung Unternehmen Kreative Künstler Erfinder 1€ + 1€ = 2€ Projekt auf einer Crowdfunding Plattform Dankeschöns als Gegenleistung für finanzielles Engagement Potenzial und Relevanz wird sichtbar durch das Engagement der Crowd. Co-Finanzierer etablieren sinnvolle Zuschussmodelle. Nachhaltiges Unterstützen kreativer Projekte Begeisterung, Unterhaltung, virale Kommunikation Co-Finanzierung mit der Crowd Crowdfunding und Co-Funding co:funding Handbuch (2012), 52
- 8. 01.12.2016© Dennis Brüntje Seite 8Crowd Dialog 2016 | Serial Crowdfunding/-investing Kombinationsmöglichkeiten Serial Crowdfunding Reward-based crowdfunding Equity-based crowdfunding Donation-based crowdfunding Lending-based crowdfunding Crowdfunding Industry Report (2012), 25; Logos: Genannte Plattformen
- 9. 01.12.2016© Dennis Brüntje Seite 9Crowd Dialog 2016 | Serial Crowdfunding/-investing Reward-based Crowdfunding Equity-based Crowdfunding Auswahl für diesen Vortrag Logos: Genannte Plattformen
- 10. 01.12.2016© Dennis Brüntje Seite 10Crowd Dialog 2016 | Serial Crowdfunding/-investing Zur Vereinfachung ... Logos: Genannte Plattformen Crowdfunding Crowdinvesting
- 11. 01.12.2016© Dennis Brüntje Seite 11Crowd Dialog 2016 | Serial Crowdfunding/-investing Fokus ausgewählter Crowdfunding-Plattformen Generalisten Themenbezogen Regional Logos: Genannte Plattformen; http://www.crowdfunding.de/plattformen [07.09.2016]
- 12. 01.12.2016© Dennis Brüntje Seite 12Crowd Dialog 2016 | Serial Crowdfunding/-investing Fokus ausgewählter Crowdinvesting-Plattformen Medizin InErweiterungzuCrowdfinanzierungs-Monitor(1/2016),5; Logos:GenanntePlattformen
- 13. 01.12.2016© Dennis Brüntje Seite 13Crowd Dialog 2016 | Serial Crowdfunding/-investing Crowdfunding-Mix Panono Q1/2014: 1.250.028 $ Q4/2014: 1.618.945 € Serial Crowdinvesting Foodist 2013: 1.175.000 € 2014: 1.295.200 € 2015: 1.000.000 € Exemplarische Kombinationsmöglichkeiten Serial Crowdfunding Pebble Watches & Core 2012: 10.266.845 $ 2015: 20.338.986 $ 2016: 12.779.843 $ Quellen: Genannte Plattformen; Projektseiten; Projektinitiatoren
- 14. 01.12.2016© Dennis Brüntje Seite 14Crowd Dialog 2016 | Serial Crowdfunding/-investing Protonet Protonet SOUL November 2012 Fundingschwelle: 50.000 € Fundingziel: 200.000 € Zielsumme: 200.000 € Investoren: 220 Protonet MAYA Juni 2014 Fundingschwelle: 100.000 € Fundingziel: 3.000.000 € Zielsumme: 3.000.000 € Investoren: 1.826 Protonet ZOE März 2016 Fundingschwelle: 100.000 $ Fundingziel: flexibel Zielsumme: 318.579 $ Unterstützer: 1.156 Quellen: Genannte Plattformen; Projektseiten; Projektinitiator
- 15. 01.12.2016© Dennis Brüntje Seite 15Crowd Dialog 2016 | Serial Crowdfunding/-investing Learnings Crowdinvesting I • Hohe Fundinggeschwindigkeit • Stufenweise Anpassung Fundingziel • Schnelle Erhöhung der eigenen Reichweite • Incentive: Protonet-Box ab 2.000 € Investment • Vermutete Erfolgsfaktoren (Protonet) • Vision und ehrlich gemeintes Ziel • Produkt • Team • Netzwerk Protonet SOUL November 2012 Fundingschwelle: 50.000 € Fundingziel: 200.000 € Zielsumme: 200.000 € Investoren: 220 Quellen: Projektseite; Lanzsch (2012)
- 16. 01.12.2016© Dennis Brüntje Seite 16Crowd Dialog 2016 | Serial Crowdfunding/-investing Learnings Crowdinvesting II Protonet MAYA Juni 2014 Fundingschwelle: 100.000 € Fundingziel: 3.000.000 € Zielsumme: 3.000.000 € Investoren: 1.826 • Erneuter Fundingrekord • Crowdinvesting als effektives Marketing-Tool • Erfahrungen mit der Crowd • Kommunikation mit Crowd hat oberste Priorität • Ständiger Dialog über Plattform (Updates, Q&A) • Persönlicher Kontakt nicht zu ersetzen (Events) • Crowdsourcing: offener Meinungsaustausch, Umsetzung von Verbesserungsvorschlägen Quellen: Projektseite; Carstens (2014); http://crowdfunding-hamburg.de/praxisbeispiele.html [29.11.2016]
- 17. 01.12.2016© Dennis Brüntje Seite 17Crowd Dialog 2016 | Serial Crowdfunding/-investing Learnings Crowdinvesting II Protonet MAYA Juni 2014 Fundingschwelle: 100.000 € Fundingziel: 3.000.000 € Zielsumme: 3.000.000 € Investoren: 1.826 • Identifizierte Erfolgsfaktoren (Protonet & Seedmatch) • Erneut: starke Partner, Team, Produkt • Realer und aussichtsreicher Businessplan • Gute Vorbereitung & langfristige Planung • Spannungsaufbau & Timing • Roadshow zur Team- und Produktvorstellung • Storytelling • Incentives / Goodies (Abverkauf, Verknappung) • Pitch-Video • Aktivierung eigenes Netzwerk • Online-Marketing Quellen: Projektseite; Carstens (2014); http://crowdfunding-hamburg.de/praxisbeispiele [29.11.2016]
- 18. 01.12.2016© Dennis Brüntje Seite 18Crowd Dialog 2016 | Serial Crowdfunding/-investing Learnings Crowdinvesting II Protonet MAYA Juni 2014 Fundingschwelle: 100.000 € Fundingziel: 3.000.000 € Zielsumme: 3.000.000 € Investoren: 1.826 • Empfehlungen Marketing-Strategie (Protonet) • Authentizität, persönliche Kommunikation & Humor • Schnelle Iteration durch kleine Experimente (A/B-Tests) • Frühestmöglich datengetrieben vorgehen • Für ernstzunehmende Reichweite Budget einplanen • Visionen verkaufen • Botschaften kommunizieren: „Einfach unabhängig“, „Der einfachste Server der Welt“ Quellen: Projektseite; Schramm (2014)
- 19. 01.12.2016© Dennis Brüntje Seite 19Crowd Dialog 2016 | Serial Crowdfunding/-investing Learnings Crowdfunding Protonet ZOE März 2016 Fundingschwelle: 100.000 $ Fundingziel: flexibel Zielsumme: 318.579 $ Unterstützer: 1.156 • Internationalisierung durch Produktinnovation • Unterschiede zu Crowdinvesting-Runden • Flexible Funding: Eher Marathonlauf statt Sprint • Andere Zielgruppenansprache (erstmals B2C) • Kampagne als Vorbestelleraktion gedacht (inkl. Early Bird Specials, günstigere Preise & Verbundprodukte) • Verzögerungen Entwicklung à Rückzahlungen • Kooperation Y Combinator à Öffentliche Kritik, Krisenkommunikation Quellen: Projektseite; Unternehmenswebseite; Jensen (2016); crowdfunding.de (2016); zeit.de/dpa (2016); Hüfner (2016); Koch (2016); Scherkamp (2016)
- 20. 01.12.2016© Dennis Brüntje Seite 20Crowd Dialog 2016 | Serial Crowdfunding/-investing Mammoth Hunters Mammoth Hunters Jahr: 2013 Fundingschwelle: 20.000 € Fundingziel: flexibel Zielsumme: 20.420 € Unterstützer: 238 Mammoth Hunters 1 Jahr: 2015 Fundingschwelle: ? € Fundingziel: 80.000 € Zielsumme: 189.400 € Unterstützer: 166 Mammoth Hunters 2 Jahr: 2016 Fundingschwelle: ? € Fundingziel: 300.000 € Zielsumme: 333.210 € Unterstützer: 247 Quellen: Genannte Plattformen; Projektinitiator; Crunchbase (2016); Alois (2016)
- 21. 01.12.2016© Dennis Brüntje Seite 21Crowd Dialog 2016 | Serial Crowdfunding/-investing Learnings Mammoth Hunters CF & CI 1. Read the instructions! 2. Crowdfunding is sales 3. Plan Plan Plan ... EXECUTE! 4. Start with the round closed 5. Keep up the momentum Quelle: Plattformen; Roda (2015)
- 22. 01.12.2016© Dennis Brüntje Seite 22Crowd Dialog 2016 | Serial Crowdfunding/-investing Learnings Mammoth Hunters 2 6. Leverage on your previous investors 7. Crowdfunding first, professional investment second 8. Build awareness and engage your community 9. Give with no expectation 10. Get advice from the experts Quellen: Plattform; Roda (2016)
- 23. 01.12.2016© Dennis Brüntje Seite 23Crowd Dialog 2016 | Serial Crowdfunding/-investing Fazit • Etablierte, alternative Form der Teilfinanzierung von KMU • Synergien zwischen alternativer und klassischer Finanzierung durch Co- und Anschlussfinanzierungen • Hauptprinzipien: Reputation, Transparenz & Vertrauen • Marketing-Instrument • Ermöglicht Crowd Involvement (crowdsourcing) • Erfordert geplante, strategische Kommunikation
- 24. 01.12.2016© Dennis Brüntje Seite 24Crowd Dialog 2016 | Serial Crowdfunding/-investing Kontakt Dipl.-Medienwiss. Dennis Brüntje Thomasberg 49 37115 Duderstadt Telefon: +49 5227 9974434 E-Mail: dennis@bruentje.de Web: www.bruentje.de