© Copyright Indiegogo. All rights reserved... Udayan Sinha Outreach Manager for Technology & Design Crowdfunding Best Practices For Startups and Corporations

2 Agenda Introduction to Indiegogo Basics of a Successful Campaign Crowdfunding for Corporations

3 © Copyright Indiegogo. All rights reserved. Confidential & proprietary. Our Purpose We are the world’s funding engine, empowering passionate people and organizations to fund what matters to them.

4 Global Open Customer Focused Why Indiegogo?

5 Why Crowdfund? Validate market Capture data Interact with customers Identify early adopter Raise money

6 Getting Started

7 Example Campaign View

8 Marketing Mix Significance Crowdfunding campaign derived from highly strategic, formulated marketing mix Clearly identified product, price, promotion, and place Becomes foundational for successful crowdfunding campaign 4P’s of Marketing Drive Crowdfunding Success

9 The Ideal Launch Product DFM prototypes available for press Ship date < 6-8 months from campaign close Promotion Value proposition, key benefits clearly articulated Market segmentation complete Digital Marketing and PR teams in place Price Low, middle, high price points for contributors (does not need to be only product) Place US and EU markets

| Indiegogo | Indiegogo Lab10 Pre-Launch

11 Pre-Launch Database brings in 20% more funding than any other source Create landing page for early customer acquisition (pre-campaign) Conversion rates dependent on quality of list

12 Pre-Launch Facebook and Twitter Historically, drive 2 nd and 3 rd most amount of funds in crowdfunding campaigns Engage in proactive and reactive marketing campaigns (ex. “Social listening”)

13 Active Engagement Keep up momentum

14 While live Send updates Celebrate milestones Ask questions New perks Maximize social media Thunderclap Contests Referral

15 Pre-Launch Crowdfunding for Corporations

“Many electronics industry observers suspect that the eventual rulers of the emerging Internet of Things market aren't necessarily a handful of big household CE brand names. Instead, students, web developers, software professionals, aspiring makers, and vendors who've never worked in the electronics business, but whose core competencies cover a broad range, might create the Internet of Things that they want.”– Junko Yoshida (March 2014)

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19 Crowdfunding Goals for Corporations 1.US and EU consumer market penetration 2.Time-to-market advantage 3.Competitive strategy (vs. nimble hardware startups) 4.Risk minimization via product validation (iterate before mass production) 5.Feature-set validation 6.Proof of demand (path to e-Commerce & brick and mortar)

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