Aiming to bring businesses and backers together, US crowdfunding site Kickstarter specialises in film, art and design. It allows for people to pitch ideas for which they need financial backing, and for potential backers to come forward with offers. A deadline is set by which a certain funding target must be met. If it is not met, backers’ pledges are returned and no money transactions take place. And if the funding target is met, the party who has pitched its project retains complete creative control, but Kickstarter retains 5% of the total funds raised. The backers are given a role in the development of the product; the right to give feedback on its progress; and a copy of the finished product.
Justin Kazmark (Communications Director at Kickstarter) explains, “There’s always a value exchange between creators and the backers that pledge financial support to a project. In exchange for pledging, backers receive creative rewards, one of a kind experiences and behind-the-scenes access to the creative process as the project comes to life.
“Kickstarter was founded on the idea that there is value in the world beyond things that can make money. Ideas should be able to exist because people feel an affinity toward them, not because of the promise of profit.”
San Francisco-based developer Double Fine Productions has successfully raised a phenomenal amount of money by pitching the idea for their game “Double Fine Adventure” on Kickstarter. It took a mere eight hours for the required £250,000 to be raised by thousands of on-line backers; but people continued to contribute funds for several weeks. The final amount raised reached £2 million ($3.3 million), and the number of backers exceeded 87,000. The game will now be developed for the next six to eight months and will be available on PC, Mac, Linux, iOS and android.
Greg Rice (Producer of “Double Fine Adventure”) enthuses, “Kickstarter allowed us direct communication with our fans and ultimately means we’ll be able to make the game we want and also directly benefit from it financially.” He states that crowdfunding websites like Kickstarter are “getting more and more important… It’s truly amazing that people with a great idea now have a way to fund making those ideas come true and are able to do that by speaking directly to their customers.”
New legislation in the USA, the “Jumpstart Our Business Startups Act” will allow backers to own equity in the companies they invest in and let those businesses raise up to $1million (£600,000) through crowdfunding websites such as Kickstarter.
In Britain, one crowdfunding website is already offering equity to investors without the need for any change in the law. Exeter-based Crowdcube launched last year and has already funded 15 projects, raising £2.8million.
Crowdcube vets in-coming business plans, and presents the approved ones on its website in a video clip, awaiting offers from potential backers. Crowdcube functions in a similar way to Kickstarter, in that it takes a 5% fee on pitches that reach their target.
Luke Lang (Co-founder of Crowdcube) boasts, “We’ve completely democratised the whole investment industry… We’re trying to make investing in business easy and inclusive rather than it being the exclusive preserve of the elite who have got lots of money or lots of experience… We’ve broken down those barriers and enabled ordinary people with modest amounts of money to get behind small businesses.”
Crowdcube’s greatest success story is the £1 million which was raised for the Rushmore Group to build a new private members’ club in London.
There are other crowdfunding sites such as London-based PleaseFund.Us, which has raised around £100,000 for projects since it launched last September.