A STORY ABOUT CROWDFUNDING (STORYTELLING AND CROWDSOURCING)

CASE: #BRANDEXPEDITION

Email martijn@brand-expedition.com

Phone +31(0)650244596

Address Utrecht

Twitter @martijnarets

@crowdexpedition

Websites www.brand-expedition.com

www.crowd-expedition.com

www.expedition-learning.com/forgetthebox (Dutch)

have a great journey!

Samuel Beckett (1906 - 1989)

LEGOBANG & OLUFSEN

KOENIGSEGG

KRONAN

MANCHESTER UNITED

THE BODY SHOPINNOCENT

NETLOG DUVELSKYPE

PHILIPS

TOMTOM

ADIDAS

KOZIOLMINI

SWAROVSKI

VICTORINOX

FREITAG

OLYMPISCHE SPELEN

ALESSI

LEGO BANG & OLUFSEN

KOENIGSEGG

KRONAN

MANCHESTER UNITED

THE BODY SHOPINNOCENT

NETLOG DUVEL

SKYPEPHILIPS

TOMTOM

ADIDAS

KOZIOL

MINI

SWAROVSKI

VICTORINOX

FREITAG

OLYMPISCHE SPELEN

ALESSI

LEGO BANG & OLUFSEN

KOENIGSEGG

KRONAN

MANCHESTER UNITED

THE BODY SHOPINNOCENT

NETLOG DUVEL

SKYPEPHILIPS

TOMTOM

ADIDAS

KOZIOL

MINI

SWAROVSKI

VICTORINOX

FREITAG

OLYMPISCHE SPELEN

ALESSI

5 months, 20 brands, 12.500 kilometre

What do I need?:1. bank2. publisher3. bookstores

IF YOU THINK YOU’RE TOO SMALL TO HAVE AN IMPACTTRY GOING TO BED WITH A

MOSQUITO IN THE ROOM.....

CROWDFUNDING- donation based

- presales

- loan

- equity based

CROWDFUNDING- donation based

- presales

- loan

- equity based

- 20.000euro

- 20% shares

- 2 months

20 euro per share

1 share = free e-book2 shares = free book25 shares = one hour of my consult

125 shares = presentation

+ YOU ARE PART OF AN ADVENTURE!

short term reward

20 euro per share

1 share = free e-book2 shares = free book25 shares = one hour of my consult

125 shares = presentation

+ YOU ARE PART OF AN ADVENTURE!

short term reward

shareholder in a coöperation (without any risk)

7.000 books sold= break even after taxes

long term reward

target group:

- 1st line network

- 2nd line network

- brands in the book

- audience of my

presentations

171investors

171investeerders and then......

NEE!

171investeerders en toen......

NEE!

TAX ‘SERVICE’ ACCOUNTANTS

NOTARY

BANKS

was it all about the

money??

HELL NO!

was it all about the

money??

HELL NO!

how many hours did I spend to run the campaign?

+/- 400

(x 150euro)

was it all about the

money??

HELL NO!

how many hours did I spend to run the campaign?

+/- 400

+/- 200

(x 150 euro)how many

hours did I

spend to

settle all

promises?

+/- 400

(x 150euro)

was it all about the

money??

HELL NO!

how many hours did I spend to run the campaign?

+/- 400

+/- 200

(x 150 euro)how many

hours did I

spend to

settle all

promises?

+/- 400

(x 150euro)

how much money did I spend for all

the legal stuff?

+/- 10.000 euro

was it all about the

money??

HELL NO!

how many hours did I spend to run the campaign?

+/- 400

+/- 200

(x 150 euro)how many

hours did I

spend to

settle all

promises?

+/- 400

(x 150euro)

how much money did I spend for all

the legal stuff?

+/- 5.000 euro

all together:100.000 euro(to raise 20.000euro...)

MY LESSONS LEARNED

#1CHOICE OF CROWDFUNDING PLATFORM(why will people donate?)

#2PROGNOSIS, VALUATION, RETURN(be realistic)

#3CALCULATION(don’t forget that you also have to pay your rent)

#4REWARDS(worth a lot for the investors, but cheap for you)

#5MEDIA(don’t start the party when there is no audienc yet)

#6MEDIA(don’t over estimate the effect of media attention in relation to donations)

#7TIMING(nobody wants to join a project that is not succesfull yet)

#7keep it personal. people are not dealing with companies. people are dealing with other people.

#8FRIENDSHIPS(rich friends are not great investors)

#9FRIENDSHIPS(crowdfunding can effect your frienships)

#10PLANNING(keep the party going)

#11PLANNING(create moments that are worth spreading.and make them easy to share > investor event, presentation ABN, etc.)

#12FINISH(make a list)

#13REWARDS(an important moment of contact with your investors)

#14FOLLOW-UP(who are your investors? what do they do for a living.)

#15FOLLOW-UP(communication on long term with equity based crowdfunding)

MY THOUGHTS ABOUT CROWDFUNDING

#1Crowdfunding is a part of a bigger plan.

#2Crowdfunding is a personal thing. Thinking of that you can better screw a bank: you won’t see them in a bar...

#3Crowdfunding is not only about money. It brought me....

#3Crowdfunding is not only about money. It brought me....

- 171 extra ambassadors

- publications- extra presentations

- Dutch Entrepreneur of the

Year- 40 under 40- TEDx Kalamata

#4It is an amazing instrument and adventure!!!

Email martijn@brand-expedition.com

Phone +31(0)650244596

Address Utrecht

Twitter @martijnarets

@crowdexpedition

Websites www.brand-expedition.com

www.crowd-expedition.com

www.expedition-learning.com/forgetthebox (Dutch)

have a great journey!