Partnership approach

Five pros of crowdfunding

1. Larger investors are still going to want equity

Your client can choose to go for a lot of micro-investors, which is a popular approach in the crowdfunding world, but it can be a lot of work. You have to inspire many people to reach into their pocket.

If your client would prefer to go after bigger investors, they’re probably going to have to give up equity. In this sense, crowdfunding can start to resemble a venture capital or angel investment model. The more business-focused platforms always make it clear when equity is expected. Chat with your clients about how much control they’re willing to give up in order to access finance.


2. People can steal your ideas

Whether your client is a startup or an existing business with a new idea, putting their IP in the public domain is a risk. There aren’t any non-disclosure agreements or confidentiality agreements to protect them.

Anyone could take the idea and improve on it, or come up with a superior marketing spin to develop their own project.


3. Having an army of micro-shareholders can discourage large investors

If your clients offer equity shares to crowdfunders, it can complicate future investment opportunities. Larger investors could be reluctant to get involved if there are too many shareholders in the company.

So if your client succeeds with crowdfunding in the short-term, it may be harder to obtain more structured finance later. That could leave them stranded if they need more capital in the future to take the next step.


4. Micro-funding often doesn’t suit B2B ventures

It can be harder to access micro-funding for B2B products or services. Smaller funders generally won’t have the industry or market knowledge to invest in that space. They’re more comfortable with consumer products, where they can easily understand what they’re investing in.


5. There is legal risk with crowdfunding platforms

Crowdfunding is a legitimate and legally acceptable platform in most countries. In 2012, the USA introduced the Jumpstart Our Business Startups (JOBS) Act which included special provisions for crowdfunding. This meant businesses could raise equity-based capital without having to register with the SEC (Securities and Exchange Commission).

However, this doesn’t mean your clients are immune from legal action being taken by disgruntled investors. And because more investors are involved, the potential for disputes to arise is greater.


Plan for success

If your clients decide to use crowdfunding, they need to prepare for success. Ask them what they’ll do if there’s a flood of interest.

They need to understand that interested investors will want to do due diligence. Your client should have a business plan that demonstrates a thought-out strategy and a plausible path to market. There’s a temptation to think of crowdfunding as a marketing exercise but there has to be substance behind it.


Making the pitch

You’re an accountant, not a marketer, but interested clients will probably ask you how to create a crowdfunding campaign.

If you do nothing else, dispel the notion that the idea will just sell itself. Your client will need to work hard to create a good online pitch. They don’t have to spend a heap of money on a slick video, but they do need to:


  • keep the message simple and clear (and short)
  • tell an original and unique story
  • use success stories or testimonials if they have them
  • let their passion shine through
  • ask people to share the pitch through their own social networks


For more advice on how to create a crowdfunding pitch video, send them a link to Josef Holm’s LinkedIn column 10 Tips for a Successful Crowdfunding Pitch Video.


Crowdfunding pros and cons are worth considering

Crowdfunding is often remembered for the freak campaigns that get media coverage. And because of that, we think something has to go viral to succeed. But that’s not true. Crowdfunding provides the backing for a lot of perfectly typical business ideas.

Think of crowdfunding as a platform for reaching hundreds or even thousands of ready investors with one pitch and it suddenly makes a lot of sense.

Just remind your clients that the principles of attracting investors remain the same here as anywhere. They’ll need a professional pitch, backed up by a coherent business plan. And you’ll need to help them create forecasts, graphs and charts to help illustrate the venture’s potential.