Paul Niederer - CSW Global Crowdfunding Workshop, Crowdfunding Discovery Meeting, CSWGlobal14
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Discovery Meeting
Pre-launch Launch Post-launch1) Earlybird /V IP launch 2) Live!
Prepare Attract Deliver
Investor funds can be received
Plan Promote Accept
Crowdfunding
Sponsor ContactsProfessional Investors
Sophisticated Investors
Overseas Investors
Founder contacts
Director contacts
Suppliers
Customers
Industry leaders
Personal Contacts
Celebrities
Affinity Groups
Company followers
Self Managed Super Funds
VC’s & AngelsFamily Offices
Video
Pitch
Goal
Progress
Updates
Build the Issuer Page
Add a Video
Add an Investor Pitch Deck
Add additional Videos, Pitch Decks or Images
Profile the Team
List Achievements
Grow the Issuer Blog
Empower Social Media
Put up some FAQ’s
Start Spreading the Word
Monitor Statistics
Log in to ASSOB
Check who is hot!
Actions are Tracked
Investment takes time
Text
• $3,300,000 raised!
• Food Company!
• 29 Investors!
• Won Telstra Small Business of the year award!
• Very profitable
PRESHAFOOD!
• $1,650,000 raised!
• Dental Plan Company!
• 20 Investors
SMILE LIMITED!
• $1,650,000 raised!
• Self Managed Super Portal!
• 32 Investors!
• Coding has started
SELF WEALTH LIMITED
• $700,000 raised!
• Open Source Network Management Software!
• 28 Investors !
• Many major Telcos around the world use the software
OPMANTEK!
• $1,000,000 raised!
• Children’s Design Furniture.!
• 9 Investors
LITTLE NEST FURNISHING!
Discovery Meeting
• Formal Meeting
• Founders
• Management
• Advisors
• ASSOB
• ASSOB Sponsor
Based on ASSOB’s
learnings from
over 300 Capital
Raisings
• Selling a portion of
your business
• Needs a professional
sales and marketing
campaign
• Not just about the
offer document
• Right messages
• Right time
• Right people
All Stakeholders are
fully aware of the
people, events and
actions needed to
have a successful
capital raising
Outcome for today:
• Lets look at a Successful Capital Raising
• Started by a passionate individual
• In this case the “Shirtless Dancing Guy”
• Gathers a “first follower”
• Followers assist
• Social proof builds momentum
Followers
First Follower
Second Follower
The Lone Entrepreneur
First Round
Second Round
Third Round
The More Followers The More Red Squares
4.Followers
Mercurien Limited 306 Eday Life Limited 262 Billie Goat Brands Ltd 254 Shooii Limited 221 At Once Limited 204 Golden Eagle Mining Ltd 204 Staminalift International Ltd 169 Incriptus Ltd 168 Flextank International Ltd 152 Biodental Remin Ltd 151 Keyhole TIG Limited 132 Endless Rewards Limited 109 PolyGenomX Limited 108 Australian Nutrition & Sports Ltd 103 Healthyfeast Limited 103
$1,470,000.00
$445,000.00
Social Proof
$500,000 minimum 100 followers !$750,000 minimum 150 followers !$1,000,000 minimum 200 followers !$1,500,000 minimum 300 followers !$2,000,000 minimum 400 followers
Social Proof
Raising capital is
also a Process
The ASSOB Process Simplified
Pre-launch Launch Post-launch1) Earlybird /V IP launch 2) Live!
Prepare Attract Engage Deliver
Promotion!Stages Investor funds can be received
Plan Promote Accept
Getting Investor Ready
Submission Offer Doc. for Due Diligence
Getting Ready Ready to Market
Discovering Nurturing Prospective Investors
Early-Bird Marketing Investor Meetings
Live
Pitch Events Social Media
The ASSOB Process Simplified
Funded
Pre-launch Launch Post-launch1) Earlybird /V IP 2) Live!
Prepare Attract Engage Deliver
Promotion!Stages Investor funds can be received
Plan Promote Accept
What content do you have now?
Content you have now ….
Essentials based
on ASSOB’s
learnings from
over 300 Capital
Raisings
4What Works?
StoryTeam
Followers
1. A Convincing, Compelling, Credible Story
4 Essentials for a good Capital Raising
STORY
1. A Convincing, Compelling, Credible Story
2. A Balanced, Passionate, Capable and Likeable Team
!
4 Essentials for a good Capital Raising
STORY
TEAM
1. A Convincing, Compelling, Credible Story
2. A Balanced, Passionate, Capable and Likeable Team
3. Lots of Suitable People to share the story with and engage
4 Essentials for a good Capital Raising
STORY
FOLLOWERS
TEAM
1. A Convincing, Compelling, Credible Story
2. A Balanced, Passionate, Capable and Likeable Team
3. Lots of Suitable People to share the story with and engage
4. A proven Platform to tell the story, process investment and maintain compliance
4 Essentials for a good Capital Raising
STORY
FOLLOWERS
TEAM
AGGREGATING PLATFORM
StoryTeam
Followers
1.A Convincing, Compelling, Credible Story
4 Essentials for a good Capital Raising
STORY
1. Narrative 2. Elevator Pitch
Two types of stories that will
support the capital raising
• Issuer Page
• Video
• One or two Page Summary
• Offer Document
• Media Releases
We need stories for ...
• Whose idea? • How did it start? • What customers say? • Who loves you and why? • Hero stories? • The biggest compliment
you’ve received? •What your competitors think
of you? •What makes your business
special? • What have investors or
prospective investors said?
Do we have a Scribe?
1. FOR ... 2. WHO ARE DISSATISFIED WITH... 3. OUR ... 4. THAT ... 5. UNLIKE ... 6. WE PROVIDE ...
We also need an elevator pitch
to focus the documents
Elevator Pitch – Silicon Graphics !
FOR post-production engineers (customers) WHO ARE DISSATISFIED WITH the limitations of traditional film editors (market alternative) OUR workstation is a digital film editor (new product category) THAT lets you modify film images any way you choose (problem -solving capability) UNLIKE workstations from SUN, HP or IBM (product alternative) WE HAVE ASSEMBLED all the interfaces needed for post – production film editing (product
An example
1. FOR (your target customers – tighter the niche the better) ____________________________________ WHO ARE DISSATISFIED WITH (the current market alternative) ______________________________________ OUR PRODUCT IS (new product category) ______________________________________ THAT PROVIDES (key problem - solving capability) ______________________________________ UNLIKE (the product alternative), ______________________________________ WE HAVE ASSEMBLED (key whole product features for your specific application) ______________________________________
Company Contacts
Fans of your Story / Business
Interest Groups
Lists, JV Partners, Associations
ASSOB
Sophisticated Investors, Angels
Accountants, Lawyers
Graduates, Attendees, Patients
Industry Experts
Media Contacts
Speciality Groups
Industry Groups
Personal Contacts
Your Contacts
Your Name
1.A Convincing, Compelling, Credible Story
2. A Balanced, Passionate, Capable and Likeable Team
!
4 Essentials for a good Capital Raising
STORY
TEAM
2.Team
High
High
Low
Low
High ROI
Low ROIFinancial Exit
Not an Investment Candidate
Need to Build
Capability
Good for Capital Raising
Innovation Potential
Capability Potential
Admissions Committee Assessment Matrix
Where is your opportunity? 1
Balanced Passionate LikeableTeam
Credible Board of Directors
Building a Balanced, Passionate, Capable and Likeable TeamCOMPANY
TEAM
Advisory Board
Company Contacts
Fans of your Story / Business
Interest Groups
Lists, JV Partners, Associations
ASSOB
Sophisticated Investors, Angels
Accountants, Lawyers
Graduates, Attendees, Patients
Industry Experts
Media Contacts
Speciality Groups
Industry Groups
Personal Contacts
Your Contacts
Your Name
CREDIBILITYTo support the Story
To back up the Person and Team
CredibilityTo support the Story • Milestones achieved • Passionate customers • Industry experts endorsement • IP Secure • Desirable exit
To back up the Team • Directors with relevant credentials • Technical ability • Marketing and Business ability
© 2011 Australian Small Scale Offerings Board Limited ®
• ASSOB Code: CDL • Allows electronic files
to be encrypted & transmitted
• Listed on ASSOB Primary Board (29 September)
• Offer closed fully-subscribed (28 January)
• $1.5M raised from investors via their ASSOB listing
Cocoon Data
Gathering Credibility
Secure IP, Patents, Know how
Industry Experts that Endorse us
Support for Valuation
Board Members
High Profile InvestorsAwards, Milestones Achieved to date
Strategic Partners/ Customers
Exit Alternatives
To support the Story To back up the Person and Team
STORY
TEAM
!CAPABILITY CREDIBILITY
CREDIBILITY
Company Contacts
Fans of your Story / Business
Interest Groups
Lists, JV Partners, Associations
ASSOB
Sophisticated Investors, Angels
Accountants, Lawyers
Graduates, Attendees, Patients
Industry Experts
Media Contacts
Speciality Groups
Industry Groups
Personal Contacts
Your Contacts
Your Name
Press and Social Media Person
Graphic Design Person
Video Person
The Capital Raising TeamCAPITAL RAISING
TEAM
Offer Document / Numbers
Enquiries followers
Investor Meetings
Front Person
Site Updates
1.A Convincing, Compelling, Credible Story
2. A Balanced, Passionate, Capable and Likeable Team
3.Lots of Suitable People to share the story with and engage
4 Essentials for a good Capital Raising
STORY
FOLLOWERS
TEAM
22% 38% 64% 86%
31
6
26136
Events with Founders / Management
Specialist / Expert Events / PR Events
Investor Meetings When?
Product / Service Based Events
Events
Company Contacts
Fans of your Story / Business
Interest Groups
Lists, JV Partners, Associations
ASSOB
Sophisticated Investors, Angels
Accountants, Lawyers
Graduates, Attendees, Patients
Industry Experts
Media Contacts
Speciality Groups
Industry Groups
Personal Contacts
Your Contacts
Your Name
Company Contacts
Fans of your Story / Business
Interest Groups
Lists, JV Partners, Associations
ASSOB
Sophisticated Investors, Angels
Accountants, Lawyers
Graduates, Attendees, Patients
Industry Experts
Media Contacts
Speciality Groups
Industry Groups
Personal Contacts
Your Contacts
Your Name
Capital Raising’s
Social Proof
Followers InvestorsPossibles $500,000 minimum 100 followers $750,000 minimum 150 followers !$1,000,000 minimum 200 followers !$1,500,000 minimum 300 followers !$2,000,000 minimum 400 followers
Fans
Customers
Suppliers
Industry Leaders
ASSOB Contacts
Personal Contacts
Professional Investors
Celebrities
People Overseas
Affinity Groups Tribes
STORY
TEAM
ASSOB
Media and Promotional Contacts you have now
Dream Media and Promotional Contacts
eNews
stories
Public Relations
Personal Letters
Mail-outs
Investor Meetings
Blog Bloggers
Publications
Issuer Page Video
Offer, Supplementary &
Replacement Docs plus Investment
Summary
Issuer Page
Updates
You Tube
Awards Competitions
Site Visit Factory Tour
Product Demonstration
Responsibility:
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Media interviews
ASSOB Platform
Other Ways
Social
Media
eMailResponsibility
:
Gathering, Engaging, Counting
Responsibility
:
ASSOB
TV
Twitter Responsibility:
Personal eMails
Gathering, Nurturing, Counting
eNews
storiesResponsibility:
Responsibility
:
ASSOB
TV
eNews
stories
Public Relations
Personal Letters
Mail-outs
Investor Meetings
Blog Bloggers
Publications
Issuer Page Video
Offer, Supplementary &
Replacement Docs plus Investment
Summary
Issuer Page
Updates
You Tube
Awards Competitions
Site Visit Factory Tour
Product Demonstration
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Responsibility:
Media interviews
ASSOB Platform
Other Ways
Social Media
eMailResponsibility:
Gathering, Engaging, Counting
Do you have a “Compelling Event”?
Who will champion it?Compelling Event Suggestions
Pre-launch Launch Post-launch1) Earlybird /V IP launch 2) Live!
Prepare Attract
Engage
Deliver
Promotion!Stages Investor funds can be received
Plan Promote Accept
Timeline
$
?
PrepareOffer Document!Video!Profile Page info!Media Calendar!
How much?!By When?!!
AttractAmbassadors!Influencers!Prospective Investors!Soft Committments
PlanPlatform!Team!Discovery!Pitch!
Events!• Investor Pitches!• Compelling event!
PromoteUpdates!Media!
Deliver
?? ?
Thank you ASSOB C.E.O. Paul Niederer
paul@assob.com.au 0411 968 362
@paulniederer /paulniederer
Pre-launch Launch Post-launch1) Earlybird /V IP launch 2) Live!
Prepare Attract Deliver
Investor funds can be received
Plan Promote Accept
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