Kickstarter.com is probably the best known of what has
become a large array of crowdfunding websites. As most people know, these sites
allow aspiring artists, writers, musicians, and inventors to introduce their
ideas to the public in the hopes of being funded. Big success stories over the past several months,
with inventors raising millions of dollars to get their businesses going, have
fueled intense interest in this type of funding.
Kickstarter and similar sites (though I don’t see near as
much funding going to other sites), offer a fantastic opportunity for
independent product innovators. If
you’ve got a new product idea that you can prototype and demonstrate well in a
short video, then crowdfunding opens up some big possibilities. Of course, this assumes that your innovative
new product is actually something that people want. Specifically, through crowdfunding, it’s
possible to fund a first production run without giving up a significant
percentage of ownership. Note though,
that the law on this is evolving, and it may be possible to offer equity in
your company through crowdfunding in coming months or years.
Beyond raising funds without selling equity, crowdfunding
allows entrepreneurs access to funding for a new product business that is too
small for venture capital to take notice of.
In many instances, it’s easier to get millions of dollars in venture
funding for high tech programs, than it is to get smaller amounts of funding
for lower technology enterprises, even if the probable margin of return is similar. Crowdfunding fills that need for new
enterprises, and makes it possible to achieve funding goals in the tens of
thousands, or hundreds of thousands of dollars range.
So, crowdfunding is a great opportunity for innovators
looking to launch new product businesses.
But, it’s also a well that is in danger of being poisoned. Success stories tend to get a good deal of
press, such as the electronic watch concept that raised millions of dollars,
but little is said when these projects take far longer to complete than
forecast, or when they are never completed.
In the end, backers/funders of such projects end up waiting by their
mailbox for an exciting new product that may never come. Too many bad stories like this, and the
excitement of crowdfunding could fade, and the innovator/entrepreneur community
could lose a fantastic funding resource.
Unfortunately, the crowdfunding universe is a little bit
ripe for fraud. It’s not a stretch to
imagine that there are unscrupulous people in the world that would create
projects, take the money, and disappear without ever intending to deliver on their
promises. Sadly, even those who do have
good intentions face many risks and may find themselves unable to deliver the
great new things they promise their backers.
For the person waiting by their mailbox, the end result is the same: no
exciting new product!
Based on my experience with manufacturing and product
development, I have to be a little suspicious about some of the projects and
funding goals that I see on Kickstarter and similar sites. Sometimes, it’s obvious to me that the
project owners are not setting funding goals high enough to cover the promises
they are making. Perhaps they set a
funding goal of $50,000 and figure that they will get a thousand backers at $50
a piece, and each backer will get one of their products. But, they fail to realize that at 1000 units,
it may cost them much more than $50 each to produce, package, and ship the
products. Then, when they get funded,
they start to realize the difficulty that they’ve created for themselves. The money just won’t cover what they are trying
to do.
Due diligence is vital for anyone seeking to launch a
product through crowdfunding. Take the
time to understand manufacturing costs and timelines, or at least seek the
advice or support of someone who does.
Explore different scenarios and understand that costs and timelines vary
widely based on the scale of your manufacturing order. Understand that there will be problems along
the way and that those problems will have to be managed and navigated, at some
cost.
I love Kickstarter and the whole concept of crowdfunding,
and I don’t want to see it damaged by bad projects. It has a huge potential to help spur the
creation of business, but we need to protect it.
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