Projekt pridobivanja finančnih sredstev na spletni platformi za množično financiranje

magistrsko delo

Žiga Potočnik (Author), Igor Vrečko (Mentor)

Abstract

Množično financiranje predstavlja nov način zbiranja finančnih sredstev na spletu in temelji na ideji, da čim večje število posameznikov prispeva čim več manjših zneskov denarja. Ljudje ne investirajo v podjetje, temveč investirajo v produkt oziroma zamisel produkta ter za svojo podporo pridobijo določeno nagrado. Investicije so lahko v obliki posojila, donacije, odkupa deleža ali prednaročila produkta. To je ustvarilo nov razred investitorjev, ki ne iščejo finančnega donosa, ampak svoje zadovoljstvo dobijo s podporo projekta. Najbolj priljubljen model financiranja ustvarjalnih, družbenih in podjetniških projektov je z nagrajevanjem. Podporniki za svoj prispevek prejmejo nagrado, ki temelji na stopnjevanju, torej večji kot je prispevek, boljša oziroma večja je nagrada. S tem modelom podjetnik pridobi kapital, ne da bi moral plačevati obresti ali se odreči poslovnemu deležu podjetja. Prav tako mu uspešnost zbiranja sredstev ob enem tudi pomeni testiranje trga, saj veliko število podpornikov pomeni večjo možnost za uspeh na trgu in v redni prodaji. V magistrskem delu smo predstavili celovito izpeljavo projekta na spletni platformi Kickstarter – od snovanja ekipe in raziskave trga do izpolnjevanja naročil in ohranjanja odnosov s podporniki. Preden se lotimo priprave projekta za spletno platformo je potrebno temeljito raziskati trg in prepoznati potencial produkta. Kampanje, ki jih vodi ekipa, zberejo 3-krat več sredstev kot kampanje, ki jih vodi posameznik, zato se je potrebno prepričati, da izberemo takšne ljudi, na katere se lahko zanesemo, imajo potrebne spretnosti in z nami delijo veliko strast do projekta. Spletna stran, socialna omrežja in nenehno iskanje kontaktov so osnovni elementi predkampanje. Spletna stran za Kickstarter kampanjo in spletna stran za redno prodajo se zelo razlikujeta po namenu, postavitvi in vsebini. Poglavitni cilj spletne strani za kampanjo na spletni platformi je pridobivanje elektronskih naslovov in predstavitev produkta. Na spletno stran privabljamo obiskovalce iz socialnih omrežij, tako moramo biti prisotni na tistih, na katerih se zadržujejo potencialni podporniki in na katerih lahko gradimo skupnost ljudi, ki so zainteresirani za naš produkt in nas bodo zato podprli na Kickstarterju ter širili glas o projektu. Struktura Kickstarter strani ni toliko pomembna, kot je pomembna njena vsebina. Zgodbo običajno predstavimo z videoposnetkom, saj nam omogoča, da osebno nagovorimo potencialne podpornike in se z njimi čustveno povežemo. Kampanje, ki predstavijo svojo zgodbo skozi videoposnetek, imajo kar 50 % uspešnost zbiranja sredstev, medtem ko imajo kampanje brez videoposnetka le 30 % uspešnost. Čeprav lahko dobimo približno 30 % podpornikov s same platforme, je potrebno preostalih 70 % pripeljati skozi različne marketinške kanale. Dejstvo je, da če ljudje ne vedo o projektu, ga ne morejo podpreti. Zato je smiselno skleniti sodelovanje z marketinško agencijo, ki je specializirana za promocijo Kickstarter projektov ter ima vzpostavljene povezave v svetovno priznanih spletnih medijih. Ne glede na to ali je kampanja po zaključku zbiranja sredstev uspešna ali ne, nas čaka še veliko pomembnega dela. Pustiti moramo pozitiven vtis na podpornike, zbrati njihove podatke in postaviti temelje za dolgoročno sodelovanje.

Keywords

projekti;projektni management;financiranje;množično financiranje;platforme;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[Ž. Potočnik]
UDC:	005.8
COBISS:	25726467
Views:	497
Downloads:	80
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ǂA ǂfinancial resources acquisition project on the online crowdfunding platform
Secondary abstract:	Crowdfunding represents a new way of raising financial resources on the web and is based on the idea that the greatest possible number of individuals contribute much smaller amounts of money. People do not invest in a company, but invest in a product or concept of a product and receive a certain reward for their support. Investments can be in the form of a loan, donation, share or product pre-order. This has created a new class of investors who are not seeking financial returns but get their satisfaction with the support of the project. The most popular model of financing the creative, social and entrepreneurial projects is with rewards. Supporters for their contributions receive the reward, which is based on gradation, the higher is the contribution, the better and the greater is the reward. Using this model, the entrepreneur acquires capital without having to pay interest or give up an equity share of the company. At the same time, his fundraising success is one big test of the market, as a large number of supporters mean a greater chance of success in the market and in regular sales. In the thesis, we presented a comprehensive project implementation on the Kickstarter - from team design and market research to fulfilling orders and maintaining relationships with supporters. Before we start preparing a project, it is necessary to research the market and identify the potential of the product. Team-led campaigns raise 3 times more resources than individual-led campaigns, so we need to make sure we choose the kind of people we can rely on, have the necessary skills and share a great passion for the project with us. Website, social networks, and constant contact search are the basic elements of pre-campaign. The website for the Kickstarter campaign and the regular website site (landing page) are very different in purpose, layout, and content. The primary objective of the Landing page website is to acquire e-mail addresses and presentations of the product. We attract visitors from social networks to the site, so we need to be present on those where potential supporters stay and where we can build a community of people interested in our product and who will support us on Kickstarter and spread the word about the project. The structure of a Kickstarter site is not as important as its content. We usually present the story with a video because it allows us to personally address potential supporters and connect with them emotionally. Campaigns that present their story through video have as much as 50 % success in fundraising, while non-video campaigns have only a 30 % success rate. Although we can get about 30 % of the supporters from the platform itself, the remaining 70 % needs to be brought through different marketing channels. The fact is that if people do not know about the project, they cannot support it. Therefore, it makes sense to partner with a marketing agency that specializes in promoting Kickstarter projects and has established connections in the world known online media. Whether or not the campaign is successful after the fundraising is over, there is still a lot of important work to do. We need to leave a positive impact on supporters, gather their data and lay the foundation for long-term cooperation.
Secondary keywords:	project;project management;Kickstarter;crowdfunding;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 90 str.
ID:	11400259