Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE credits
Crowdfunding is a relative new phenomenon where the crowd is tapped for money. This study focus on reward based crowdfunding on Kickstarter and Indiegogo in a context where new product ideas are launched. The purpose is to find out what makes a campaign successful, and create a model that can be used in the creation and execution of new crowdfunding campaigns. Empirical case studies, where six different crowdfunding campaigns was studied and people behind them was interviewed, have been carried out. Crowdfunding in this context turns out rather to be used as a marketing tool, with the ability to test products against the market and to create word-of-mouth, public relations and publicity, than just a source of funding. A key factor to a successful project is the effort made in order to expose the campaign and product to the target market. Since the importance of a good start of this work can with advantage start some time prior to launch.
The design of the page, that is the description of the project which include the video which is shown Kickstarter or Indiegogo, is also an important aspect that has been studied. This can preferably include information product features and benefits, references to outside recommendations, which is why the team behind the product are the right people to undertake the project and to through identification with the target audience and use emotional words arouse the readers feelings.
The lessons and conclusions that could be drawn from a model in the form of a checklist of good advice provided to be used by entrepreneurs that will use crowdfunding.
2015. , 49 p.