MARKETERS 7.0 GROUP Advanced Marketing Homework 3 ANALYSIS OF ROCKETHUB Bisatto Giacomo Castana Eleonora Graziani Anna Koukkou Marina Maronato Jacopo Sattin Giulia Silvia Scarparo

Rocket Hub is a fast-growing and popular crowd-funding platform that caters to a wide range of different types of businesses and projects that are seeking capital. It was launched in January 2010 by three creative founders: the artists Jed Cohen, the actor Brian Meece, and the musician and the writer Vlad Vukicevic. RocketHub was their initiative to transform the personal challenges that arise from being artists, into success stories of living the dream. RocketHub is a website for Creatives, by Creatives! R OCKET H UB HISTORY 2

RocketHub has launched projects from over 100 countries and 1,500 cities around the world. USA CANADA RodW Looking at the projects, the majority comes from USA and Canada. GEOGRAPHICAL EXTENTION 3

RocketHub’s audience is significantly comprised of males in the 18 – 24 years old range – with or pursuing a college education. They are very active on social media. This helps to enlarge the network covered. R OCKET H UB DEMOGRAPHICS 4

Rocket Hub network is the center of any potential successful project. Those who press the funding button will make an emotional connection with the project creators and their ideas. In fact, the key success factor is the passion that moves funders to support projects. Rocket Hub have designed the site, systems and support to help people to achieve their goals. Working with governments, educators, and communities assure that your opportunities will become a success. THE SUCCESS FORMULA

RocketHub works as a FuelPad: – Users can decide to feed some project, or to launch their idea – Progresses are monitored by a dashboard which also assign badges to display enthusiasm into the community – Each project offers rewards to Fuelers at various level (reward increase in value as the contribution increases) Differently from other crowdfunding platforms, it offers the possibility to users to be at the same time Fuelers and Creatives, this leads to an active engagement of users. THE SUCCESS FORMULA FuelPad LaunchPad LaunchPad is another place of opportunities for Creatives: Ideas submitted in this specific program, can be judged, and if selected can be boosted by special team of publicists and then funded by renowned companies. 6

MARKETPLACES RocketHub works as a Crowdfunding Platform, where people share their project in order to gather contributions. CROWDFUNDING RewardReward Funders’ motivation to finance the project RocketHub THE BUSINESS MODEL What can be offered as a Good at RocketHub? Anything that has value to the network, is legal and ethical and is possible to be delivered. Goods are donations and reward, but everything related to the equity is not allowed.

DATA OVERVIEW FOR RocketHub.com Numbers of *Unique Visitors from Oct 2013 to Oct 2014: *A Unique Visitor can be defined as a person who visits a site at least once (and counted once) within the month being researched. Unique Visitor Share for different traffic categories: Miscellaneous Personal Networking General Portals and Search Where does this traffic come from?

COMPARISON WITH… Indiegogo : Innocentive : High difference between the two crowdfunding platforms because of the n. of categories: Indiegogo – 24 RocketHub – 4 (Art, Business, Science and Social) This is a crowdsourcing platform focused on R&D, that has a lower Unique Visitor share than RH, even if it was founded 9 years before. 9

A&E PARTNER WITH R OCKET H UB A&E is the first major television network involved in the crowdfunding movement. Through the A&E PROJECT STRATUP initiative, RocketHub allows to gain broad exposure and funding. A&E reaches more than 100 million homes. From A&E project startup people can obtain: Funding On-air exposure Placement on More visibility Story in A&E’s biannual magazine 10

PROS and CONS RocketHub is a platform that allows peolple to keep the funds pledged, regardless of whether the project meets its goals. On the other side, if rewards or other promises are offered to backers, they must to be fulfilled even if the goal is not met. High traction in the area of sciences Support to the SciFund Challenge Focus on project creators promotion and publicity A&E Partnership (A&E’s show Project Startup) Fixed and flexible funding options Not well known (low credibility) 4% credit card fee (1% higher than all other platforms) Only 4 categories 11

Some of the on-going, most well-funded projects are: PROJECTS (Science) Chapman’s Chameleon: Conserving the World's Most Range Restricted Chameleon, raised 3,085 of 5,000 goal. (Social) Grow Sepak Takraw in the USA, raised 6,825 of 6,500 goal. (Art) Ruth Williamson's new play - When I Was a Girl: Memories of a Baby Boomer, raised 2,755 of 2,700 goal. 12 Users from around the world post project campaigns to Rocket Hub to raise funds and awareness for projects and endeavors. Around 850 projects have been created by people using the RocketHub platform. The catefories are 4: art, business, science and social.

Rocket Hub has produced over 500 successful projects. It has also produced several overly successful projects, with funds reaching %, the majority of which are from the Business Segment. Two of the most successful projects that Rocket Hub has produced over time, and have now been completed are: With all of the success that Rocket Hub has seen since its launch in 2010, and a total of more than 20,000 campaigns started, the amount of funds it has raised overall could approximately be estimated as being more than 10 million dollars. PROJECTS (Business) Spira® Duck Dynasty Camouflage Shoe with WaveSpring® Technology, raised 493,991 of 100,000 goal. (Business) Extra Credits, raised 103,814 of 15,000 goal 13

MANY PROJECTS WAITING FOR FUNDS… …BUT WE CHOOSE TO ANALYSE ONLY ONE LUNAR LION!!!! 14

Sovietic Union Only global superpowers such as United States, Soviet Union and China have ever landed on the Moon. LUNAR LION LUNAR LION MISSION: “Students, faculty, staff, and professionals at Pennsylvania State are serious contenders to become the first private entity to ever land a spacecraft on the Moon.” 15

PROJECT LEADERS: LUNAR LION 16

LUNAR LION HOW THEY WILL MAKE IT HAPPEN 17

LUNAR LION – SOCIAL NETWORKING The “Lunar Lion” project is active on many social networks in order to widen the number of people aware of their mission. They are more present in forums and among online news, rather than in the most used social networks, because the specialized issue involves more scientists and experts. 18

LUNAR LION IN NUMBERS TIMEFRAME: from 01/16/2014 to 01/15/2015 GOAL: $407,000 MILESTONES: 25% reached 50% 75% 100% RAISED TOWARDS: $168,000 by 1070 Funders Based on “funding targets” (from $10 to $10,000), you can choose the good in exchange, as: -name on the mission- t-shirt- broadcast- mission patch -team ID card- sign on spacecraft- scale model 19

boomer chameleon %20Jed%20Cohen.pdf SOURCES 20