Crowdfunding - Aktiengesellschaft 2.0

11. October 2008 | From Tino Kressner | Category: Marketing 2.0

Based on the crowd sourcing, the concept Crowdfunding to understand. Here is a common financial goal by several individual donations reached. Altdeutsche probably also collecting donations referred only here, the number of supporters in the run-up is fixed. For example, attempting an English football club with the initiative myFootballClub by donations from 50,000 individuals of both 35 pounds in the year to 51 per cent to buy. In return they get on the web page that is available at all major decisions to be involved with. Thus, for example, for the purchase and sale of players online vote. The project was launched end of April 2007 and reached three months later, the mark of 53,051 paying subscribers, of which some will probably be the cheapest talent scouts could turn.

People get the opportunity to share a company or a product to have. From the basic idea can be compared with equities, just like the example myFootballClub no financial counterpart faces, but the opportunity to meet codecisions. As techniques for decision-making process will be mostly discussion forums, wikis, and polls are used. Depending on the amount of deposits received in a stock, the shareholder a voting privilege.

Case Study: Sell-A-Band

With the principle of Crowdfoundings as in the case of shares can even earn money - and that from the producers and consumers simultaneously. The platform Sell-A-Band makes music artists to Web 2.0-stock companies and fans to record companies. For 50,000 U.S. dollars (approximately 38,000 euros) can be applied for artists or bands to produce a professional album. For already 10 U.S. dollars can consumers (better here: Fans) their favorite artists to help. 50,000 are in 5.000 parts per 10 U.S. dollars divided. You need 5000 so fans who buy all or a portion 2500, the two fans to buy shares or just a fan of all buy 5,000 shares. It can be combined as desired. The artists like to get your own MySpace profile on which they imagine, and especially their songs can present. Only if really the 50.000er mark is reached, the fans pay the money and can thus be sure that it is really an album produced.

This has a sinister viral marketing potential. It is in the interest of artists and bands the side, to apply. Because as a fan and shareholder of the artist or to get the produced album for free (ie, already for 10 U.S. dollars supporters share) as the exclusive digipack sent. The consumer product signaled a readiness to buy what does not exist yet and therefore what he does not even pay. Through word of mouth created a community online who are also willing to buy the album. Only with the achievement of the goal, the willingness to be a commitment, until then you can at any time and easily umentscheiden retreat. For the producers, the risk of product sales to zero.

The songs are then produced at the same time free to sell-A-Band for download. As with free newspapers and magazines, this is about advertising on the website funded. The special feature is that in which the artist, but also the shareholder (and of course the company sell-A-Band) mitverdienen can. They are in the revenue be shared equally participates. So the more people the profile of the visiting artists and the more shares a fan has, the more money he can as a consumer mitverdienen. The artists and their 5,000 fans are now so willing to exploit all opportunities to sell-A-Band to apply. They are the profile page at Sell-A-Band to print posters to mention all their performances and tell friends. And every band that has reached 50.000er brand for life. A promotion for the Sell-A-Center band itself does not pay. There is no free newspaper or magazine, such a support from their consumers to their credit is. Sell-A-Band will be purely by providing a platform for profitable businesses.

In June 2007, according to a video clip from Sell-A-Band is already 3000 registered artists and bands, of which seven of the platform have recorded their own album. The next step takes care of Sell-A-band around the distribution of the albums on other online and offline music stores, whose profits again all three parties (artists, fans, Sell-A-Band) are involved. All are also willing to actively advertisers to even higher profits. A record company in the classical sense is superfluous.