💵 KICKSTARTER: CROWDFUNDING Exitoso. Crear Campañas desde Cero | Charlas con Ingenio #23

Big huge international brands that do crowdfunding matel hasbro xiaomi if you don't do crowdfunding and you go to a website and you want to sell on your website it will also cost you blood, sweat and tears for people to buy from you, crowdfunding is bigger than the kickstarter platforms it has a success rate of 41 [Music] per. It arrived quickly and raised 13 million, but if you don't even know how to contribute, how can you do a CR campaign? If you want, you can, sometimes that's not entirely true with the money you raise. Ingenio, I'm

Edgar Guerrero and as always, we're here to chat about Engineering Innovation. and entrepreneurship today we change course a little to talk about something fundamental for any entrepreneur and I would say that especially for all those who follow us and who are working on physical product development projects which, as you know, is our specialty and I say that I am sure you will It's going to be interesting because today we are going to talk about one of the means of Financing that you have available for your projects, specifically, we are talking about crowdfunding for this. We

have a guest who is very experienced in this type of projects who is brave Concha brave is a expert in crowdfunding consultant and trainer since 2011 throughout his career he has helped launch more than 360 projects and raise more than 6 million euros he has worked with all types of products from board games to electric bicycles and he has trained thousands of people on How to use crowdfunding to finance your ideas in this episode we are going to talk bravely about how crowdfunding can be a key tool for entrepreneurs looking to launch products to the

market we are going to explore the critical aspects of campaigns the most common mistakes and We will try to get the most out of this collective financing method. So be brave. Welcome to Toque de Ingenio. Thank you very much for coming to share with us for a little while. Thank you Edgar and the entire team for inviting me and giving me the opportunity to talk about crowdfunding, which I always do. It is always very good for entrepreneurs, Companies, we will go into detail but we will talk about many things very well. You, I mean, I

have followed you on the networks. Apart from that, I know that you have a podcast, you have your own dissemination channel on crowdfunding topics, and apart from that, you are trainer since 14 years yes it is 14 years I started in 2011, in my first years I set up a platform and from the experience of setting up a platform I advise projects pivot consulting and training very well perfect Hey well we have the ideal guest to explain to us Give us a little light and we'll start with the basics of what crowdfunding is. Let's see,

I'm going to define it the way I define it because you're going to find many times that people say it's collective financing. I'll add a word that we've already started. To get into the subject of collective financing and validation of projects through the Internet, it would be est I Why I say validation, let's get into the subject, no, but the important thing that matters most to people from the start is that it is a formula, a strategy to obtain economic resources from people who finance your project but let's see how there are many types Of

crowdfunding, it turns out that it depends on what type you obtain those resources in different ways, for example by selling, if you sell your project in advance and obtain funds, that way you do reward crowdfunding and What happens is that what you do is a marketing campaign, understanding us to sell in advance whatever, let's say some sneakers, people buy the units in advance and then you, with that resource that is already validated and sold, mass produce the sneakers. But first Of the campaign you only have a prototype and a communication campaign to talk about the

shoe. What happens with crowdfunding, which is very broad? You also find investment crowdfunding where instead of selling what you do, you present the idea. Imagine the shoes that have grown. and they want to open stores in Europe, for example, then you do a crowdfunding campaign but for investment and there what you have are investors who are part of your social capital, they keep a stake and with the money obtained they Open the stores in this city or that would be another way to do crowdfunding [ __ ] but Entering from the platform those investors would

be part of the capital of your company with the correct shareholding they are structured for that they are already designed so that people can invest and be a participating partner in the social capital and here you find platforms like crowd cube seiders and we still have two more types that would be a donation, there are donation campaigns, let's say, for example, help a person affected by some type of disaster, then you create the campaign and you receive donations which would be another fairly well-known type of crowdfunding and the last one is the loan where instead

of investing what people do is lend money and they receive the money they have lent plus a type of interest therefore we talk about crowdfunding as financing but it is much more as you can see and especially in the reward area, the advance sale is 100% validation because you are validating whether that idea that you have had or that project that you had has a market for sale or it does not have a market for the loan that I do not have. I knew it and it is also linked to a project. You ask for

a loan to do something and but that something has to be Something marketable or it could be a loan to build my house. Normally what happens here is that they are companies that are already well established. Maybe They are 3 years old and what they do is they need cash for something, for example to open another factory or to improve machinery. This type of project has a little more financial need. This one, which is also called crowd lending, would be the most similar to a bank loan. Of course. but of course in investment and reward

we do talk a lot about entrepreneurs eye and also brands eh people associate a lot of crowdfunding with entrepreneurs and be careful that there are big huge international brands that do crowdfunding matel to me among others Okay well eh As I understand that the majority of In the end, our followers are either entrepreneurs or designer engineers who are dedicated to developing products and companies and we focus a little on the first part, which is the one that may have the most potential and we see that it is worth it. I want to launch a product

to the world. market I don't have what I have to have already made that is, in what phase of the project development can I consider a crowdfunding campaign I have To have a prototype I have to have the product already made I have to have the molds and I only need to sell In what phase There are different options. Hey, I'm going to start at the moment of launching the campaign. Ok, at the moment of launching your Campaign on whatever platform you have to already have a prototype made, why? Because it will require you to

have a prototype of all the materials you have. What to create to launch the campaign, for example, a video to show the product, photography, animated gifts, detailed explanation, sometimes there are even campaigns that show you a plan. Now we are doing a campaign, for example, it is a miniature solar system that shows the 3D plan. how the gears are assembled inside, everything because it is a product that is technical and you have to see a little how it is assembled, therefore at that moment you already have to have it but for you to start working

on your campaign it can be much sooner, I have many clients who come to me either with an idea or with a preoti And we have a lot of advantage working from that moment because you can prepare your brand your social channels to communicate you can design your campaign Before having the prototype waiting to have it to make the video but there is a lot of prior work that people don't realize that for a campaign to be successful you require. In fact, if you go to the big numbers, Kickstarter has a success rate of 41

percent. and there are categories like yours that would be technological, the success rate is 20%, there is a lot of failure. And why is it because people do not prepare their campaigns and in that process I tell you that even with clients I am 3 months before launching a campaign you can advance until you have the prototype maybe the month minus one of your launch or the month minus one and a half let's say no which platforms are the most common everyone knows Kickstarter I don't know if it was it was the pioneer it was

the first one the pioneer came out Well here there are many many non-pioneer songs pioneers were music platforms that were artist share and the Band that were born at the beginning of the 2000s What happened indiggo was the first list in 2008 What did indiggo do what is it worth for a music album It's valid for any product. This is something amazing, people think. This is for crowdfunding or not. It's Because everything can be done through crowdfunding, from, as you said, electric bicycles to fashion glasses to artistic products, of course, but it's versatile. brutal and

indiggo opened that melon a lot he said hey we are going to do creativity whatever can be created we are going to do it through crowdfunding and kickstarter was born a year later in 2009 and right now it is the leader but it was the second not the first of the generalists let's say and yes kickstarter indigo are the most relevant but here for example in Europe we have ulule which is French in Spain we have verkami with ub and with k who are also very well known in the cultural sector but I made bamboo

bicycles with them to put it a example So you can make products perfectly with verkami and a platform in the end what it is It is a tool you have Maybe a little advice from the team but above all It is a tool to be able to launch your campaign and be able to show it to the public and there is some predilection when choosing one another depending on the product, the service you are going to launch is better kickstarter or see Cami depending on something. Look at the issue of products is What is the

first variable that people consider, not like I know how to play of table you can see Cami or no bicycle you can more than What is the like what is relevant here for example kickstarter has some tools that verkami does not have and vice versa verkami has some virtues that kickstarter does not have I will give you an example verkami you can run the campaign in many languages ​​and you change from one language to another with a selector you have the option of having different screens kickstarter not like a good North American company has a

place to put the entire Pitch and you have to do it in one language or two but in You can't change the language on that site, let's say it wouldn't be an example but the other way around, kickstarter now has some very cool pre-launch pages that you can, before launching the campaign, capture emails from people. It has a partnership with Google analytics to be able to follow the metrics of your campaign. perfect, it has a very well thought out control panel, it has the option of creating referral links to, for example, work with an influencer

and depending on what they sell you, you pay them or whatever, that is to say, it has Many many many tools and above all I focus on that. focus on the tools to decide the platform and then on the target audience Why Because if you want to do a campaign only for example for Spain Maybe watching Cami is enough but if you want to go international and you want to put it in English and you have a strategy to reach an international audience I will always recommend kickstarter or indig Ju because you have the potential

to reach an international audience, unfortunately people outside still don't know much about verkami on the other hand kickstarter indigo or yes but be careful with the strategy because people think They put it in English on Kickstarter and that's it. If you don't have an adequate strategy, you don't reach people and they don't buy from you. What does that mean, the strategy to reach a I don't know the American market or the Germans. First of all, we're not talking about sending. the product It is not clear that it is PR to sell it. It is that

people buy it from you before you have it. You have to send it. The first thing is how your campaign collects. This is super important. In other words, a campaign that reaches 100% very quickly has A much higher probability high jump jump your natural community worth your natural community a project created here Well it will be people from Spain But if you reach 100% very quickly and your campaign is in English and you are looking for, for example, influencers in the United States for communities related to your project, imagine some sneakers vegan and befood, well,

I look for communities of people who are befood lovers who live in New York and I contact them and present my product to them, all of this before launching your Campaign in what we call pre-campaign, what I mean by that is to say, work on the launch of your campaign in advance and build bridges so that people in the United States can buy from you because if you don't do that what is going to happen to you is that you are going to reach your close circle, period, and that is not the idea of ​​a

well-planned crowdfunding to validate a product. It could be for a donation issue or something like that, but to really validate you have to have a marketing strategy coupled to your crowdfunding campaign, that is, then in the end you have to have a marketing strategy like the launch of the product Like when you are going to go out and you have to know which markets you are going to target which users With what good person with everything the same everything the same but instead of for the product for the correct launch campaign, in fact for me

I also call crowdfunding community marketing because it is like focusing your marketing, as you say, on launching communities. And this is what makes the difference also because we are very focused still And notice that we are already a few years old You and I are not When I studied marketing els Jen that t is also true yes yes yes but well the segmentation no eh woman 25 35 urban habitats man you say this has totally gone to hell you are looking for skaters and You meet a grandmother, you meet a young man and you know

that what matters is the interest, the community and crowdfunding. It goes there to look for the communities related to a certain product. A lot of my job is to focus the campaigns. Okay, you want to make this product perfect. who is going to sell it to the right one who is your early adopter who can really have a very strong interest in this product to support you in its launch be careful because we are not talking about the one who buys from you on Amazon we talk about the one who pre-purchases from you before that

is in Amazon, in fact, socially, I'm still doing well sociologically, it's still a little difficult for me to understand the benefit of the sponsor, now we come to the time to invest and not wait for it to be on Amazon, of course, I constantly fight with my clients. I fight against that brake that people say I'll buy it now to avoid the I'll buy it now the first thing is the launch offer which is what we call in marketing in community marketing in crowdfunding early birge which are discounts of 30% of 20 of 10 that

would be a first point But There is more, imagine. For example, in board games it happens a lot that you can create the product with the producer who, depending on what a campaign raises, you can decide on characters that are unlocked, board expansions that can be unlocked, and improvements to the product that suit you. to benefit because your product is going to be better because you have bought a game but they are going to expand it And you participate in that act of co-creating that product there you have a second very important point that if

you work on it well you motivate people Thirdly , The feeling of ego that we all have is also important. I have not created this project. This works. Although it may seem incredible, a sponsor is considered a form of creation when it comes to contributing money. In reality, de facto, he is not a founder, okay, but he is a person who With his act of purchasing in advance, he has actively participated in the creation of that and there are case studies, for example, Peel, which was a smart watch that was born in 2012, behind it,

it said Kickstarter Edition. Well, there is a trial on Google. You put in Kickstarter Edition and you get a lot. of people who have taken the photo of what comes out behind the clock that says Kickstarter Edition because they feel proud of having created that product and that is super important in that case study. It is brutal because in the end it was bought by Fit because it had a debt brutal but he did three very good crowdfunding campaigns with the three raising more than 40 million what happens with pebel you find causes on change.org

of people who defend pebel you try searching for Apple on chain.org to see what you find or in or whatever you want or Microsoft doesn't instead you put Peel and people defend pebel fitbit please don't leave the pebel without service because we have a lot of community that has the watch still brutal Why Because they feel part of that and that intangible has an incalculable value in marketing, what happens is that you have to work for it to go on kickstarter, you're not going to have it, you have to work hard for it, it doesn't

surprise me a little, eh Because it's true that what you say about discounts or being able to have a upgrade not at a given time But a 20% discount or 30 Okay but no it's not much more than Black Friday I'm not going to give you another clue that you are passionate about something that you really like or that you are because that's also the key That is to say, not all of us are potential buyers of any crowdfunding campaign, we are only potential buyers of what we are passionate about. For example, if you really

like metal music, to say the least, and a group you love releases an album, you want to be there because the same can be extrapolated to other things. technology board games bicycles I am passionate about bikes perfect or fashion that in crowdfunding there is a lot of fashion because you find people who are passionate about Hawaiian style shirts that I don't know what because you find people We had a campaign that was cami that They are Hawaiian shirts with traditional Japanese tattoo motifs. It is a product that of course you find the public. And those

people do buy from you before because they are people who want that product and who love it. And that work is also very important for me to turn it around. to my clients' projects to find that audience, the lifelong early adopter audience with that implication that you say, because if they don't totally agree with you, you won't achieve it because if you don't make people vibrate, they won't give you the money. In other words, you have to end up being a fan of what is advertised and you don't want to sponsor it. And you as

a creator have to create your community of fans. You have to look for those fans. Now comes the good thing before launching your crowdfunding campaign because if not, you won't. You are going to achieve success, it exists, or I know that on Kickstarter there is a search engine for product projects and so on. But do you think that there are product search users who say I'm going to see what's here this month that's interesting and that I can buy, finance, participate? there are but they are a minority okay let's not think that this audience is

normal All over the world but you find the superbacker the superbacker on kickstarter is Someone who has bought more than 25 times on kickstarter in a year from then on of course there are people who have still fact 100 okay is a lot to buy 25 future projects like this Yes yes What happens that they can be small contributions okay Not all not all the products It's 300 alos that's 50 other 20 other 10 there are also comics that are sold through crowdfunding of course let's put that case a fan Of the comics, maybe they

do buy 25 comics in pre-purchase on Kickstarter and that's the issue. No, depending on the category of the project, you do find people who go looking for projects in board games. They spend a lot on board games. You find people who are constantly looking for board games. I have many friends who are gamers. I am more into video games. But my friends are into board games and they have Kickstarter that is very well known because for them the launch of a board game most of the time comes through Kickstarter. In fact, there are Huge brands

of board games. Cemon is an example of board game creators who have 60 Kickstarter campaigns or 70 or 40 because their production mechanics are: I launch Kickstarter, I pre-sell and then I produce the game not before and it is the industry. It's all totally adapted to crowdfunding. But what's happening? It's happening as always on the internet gradually, category by category. Now it's happening with board games. Then it's happening with comics. Then it's happening with collectible action figures. And it's happening with fashion. That's it. going on a lot etcetera we are focusing a little the conversation

that I think is great on the creation of physical products but it also has a place for digital products or software Hey look I am developing a software that I find super interesting and I need financing it costs a lot more but because it costs More on the Internet they always sell a software or a service than a product but yes in fact the first famous case was Ghost which is a microblogging as it was in its day WordPress created the alternative when wordpress It stopped being for blogging, they created a paid blogging platform called

Ghost That worked very well. That would be the first famous case, but with my clients I have sold courses, for example, music courses, online music academy. Well, by subscription it sells subscriptions. 3 6 12 months in advance and people buy them from you and you launch your academy or an online creativity course. We also sold it through crowdfunding. You can, but you have to focus your project well and you also have to be at the right time. Ok. You don't have to prototype. Let's say something, but you do have to prototype your service, that of

the music school, which is a subscription because if not I don't live and it worked for him he remembered if I remember correctly 22000 in verkami eh another verkami campaign that is not a merely cultural product Although it is from the no and it worked well that project worked well you have to give it the appropriate focus but or video games video games is a classic there are a lot of video games through crowdfunding Okay then any of our followers or clients Or I have I have A product I am in the process of developing

it that is to say really reach a first prototype in It depends on what products it may not be too much complicated or more or less economical It depends on the product, but reaching a first prototype can be done and above all not having to assume the cost of industrialization, which is where the teeth hurt for that company or that entrepreneur who has developed that product and is in that phase What should what what what points must be clear that your product must meet in order to be able to put it in a campaign is

very good the first thing is the approach for me is fundamental that is to say it is very different to make a sneaker than to make a sneaker wins befood Inspired by the 80s, this is a real case. It is One project. The campaign worked super well, but why? Because we gave it the right approach, this is super important. In other words, don't just focus on the product, think directly in marketing mode. What community am I interested in? directing my product and what community can feel what you said, that feeling with the special product because

I am speaking to that community specifically first Point second point always consider cost and benefit, that is, there are many people who tell me no but of course a Crowdfunding costs a lot to do now but the alternative is to produce 100,500 correct if you make a mistake it is much more expensive So don't be afraid to invest in your campaign video invest in good photos of your product invest in prototyping because in the end you have to Do the same if you want to sell your product without crowdfunding, the advantage of crowdfunding is that

it reduces risks, among other virtues, and allows you to adjust the marketing mix. What this means is that you will not only know if they want your product but at what price they want to buy it, second marketing variable. mix if they want to buy it online third variable which would be the channel and the last one if your communication is correct or not Because you are communicating your product and there is no tool in the world that can validate it before mass producing The marketing mix is ​​better than crowdfunding you can do surveys good

luck because people will say yes and then it will be no correct case studies that in ad explain this to everyone no the walkman they Asked the people no I am never going to listen to music while playing a Golf Well, take the walkman, the walkman, the iPhone, the iPod, and everything that has come out, don't worry about crowdfunding. The good thing about it is that it's difficult, I'm with you, but if you get it right and sell, be careful because it is a brutal validation that you can also later go to investors and tell

them, Hey, I already have sales, hey , I don't have a future or a prototype, maybe yes, maybe I don't, I don't have sales, let's talk about growing and this is very positive for entrepreneurs at the level of requirements, what we said, without fear of investing. have a prototype and always have marketing in mind, I mean, I meet a lot of people and I'm sure you too, okay, they have a great idea but they don't. They have the branding done, they don't have social media channels, they don't have the naming, they don't have a website,

all of that has to be worked on. Nowadays, you can't launch an idea without having that approach. And you have to do that for crowdfunding. But if you look at the bottom line, it's a checklist that crowdfunding forces you to follow and that improves your project. Neither more nor less because in the end you are more Prepared to sell in a real market when you finish your campaign the previous campaign that you say of acclimatization to the subsequent launch that you say that up to three months you can be working on marketing in the end

it ends up in the traditional channels that is, you end up paying you end up paying every week you end up paying Facebook to promote it or it is done in another way how the vast majority of my clients are managed and we are already on the way to four In fact, Sorry if you place an ad, it redirects it to your original website where it says that you are going to launch the campaign. That would be the best strategy, that is, the best thing for a pre-campaign is to work on it on your website

on your domain with your website. Why Because you have you the emails of the people who sign up for your Waiting list on your waiting list that would be the best you can alternatively do what I told you before on kickstarter there is a prep page that you can activate But then kickstarter has it you don't have the email and that changes a lot later on your mailing management and pre-release work. But first of all, I always recommend a website and on that website You can present the project before launching it, that is, you have

to already have the video of the campaign, photographs to be able to show it to others. the people, what are you going to teach and also very important to make them participate in the offer or everything that you are going to give them because they are prec buyers point one point two you have to always go with ads with a goal with any No me the vast majority of my clients There I went, they have done everything organic Why Because what community marketing told you already encourages you to work organically on those community nuclei and

see if they are permeable or not to your message. For example, fashion influencers, I want to launch what We were saying a brand of Hawaiian shirts with motifs, well I'm going to go to all the influencers who talk about Japanese tattoos, Hawaiian shirt tattoos or fashion or sustainable fashion and see if they have or do not have the flexibility to show my product or want to collaborate with me or whatever, then you have communities that also exist that are not influencers that are already there, for example a community of Slow Fashion or Slow Fashion fans,

you can contact them and you will work. That series Of channels to capture emails, imagine, for example, that Your campaign has to get 100 sales Well, with my clients I try to get 300 emails before starting, validated because they have reached the landing page, they have seen the video, they have seen the offers, they have seen the product and they have said yes, I am joining the waiting list. Because The first ones, only the first ones will have a 30% discount and I am working on that strategy and with patience and good content work and

also a commercial part, you can do everything without ads. That being said, the ads add up, yes, the ads add up because you have a larger audience per Therefore you have more capacity to capture emails. What happens is that the conversion is usually lower when you start making ads. The conversion is much lower than when you always go organic and you have come across cases that have directly generated the content. To say, they have created a YouTube channel about a future product that does not exist and they have been communicating it for 6 months. This

has happened. What happens is that you have to have a real, good product with the proto. idea Is also clear There are very diverse projects it is not very Pro eh being months before no In fact I am on average three months of work That is to say the pre-campaign Maybe it lasts a month and a half two at most because the remaining month It would be for prepare all the materials the design of the campaign talk about the associated costs because we have not talked about that and it is very important crowdfunding works with

the all or nothing paradigm which means I have to reach a sales objective if I don't reach it, nothing happens, I don't charge anyone anything and I don't have to give anything to anyone if I reach or exceed it. Yes, that's all, nothing that forces you to set a sales objective that is very realistic and very adjusted. You put in money but in the end it is a sales objective as well and you have to study that very well in the pre-launch phase. It is also not only pre-campaign, you have to study the costs, the

prices, the communication strategy and plan everything. What are the costs of Kickstarter? kickstarter It charges a 5% commission to which you have to add an additional 5% commission from stripe, which is the payment system that Kickstarter has because, as I said, of course, it's not that easy I don't understand stripe, I really don't. I understand it is everywhere it is not everywhere and it is very expensive very expensive I mean if reis is worth nothing and in the end configuring the p of ris it is not that complicated for kickstarter they could not have corrected

the 5% for the transaction it is like PayPal no What you say is more expensive but people actually use it, Verkami, which is the platform here, has ris, that is, it has it with a bank and that part of the commission is much cheaper, people do not pay that 5%, they pay one and a half that It is another advantage of verkami, no, but the 5% is there, the 5% of verkami kickstarter indig is always stable. What changes is the commission of the transactional payment system, which in the case of stripe is a c, but

in the case of ver cam it is one and a half that is kickstarter you told me it charges a five yes 5 More C would be on kickstarter but you realize that just for making the payment transaction they charge the same as the other for having the entire platform completely it is unfair I always do it I say this one day I have one day we have to bring someone to explain to us the Success story of stripe because I don't understand it It's true that I don't understand it it's super curious it's similar

to PayPal deep down not because PayPal is also more expensive than a re but PayPal at the time when it came out gives you a guarantee of payment I know it kept the money as an intermediary it was also the time of eBay when you bought on Ebay from a guy who had put up an auction for you I don't know where it was all very dark and they were certain guarantee earn a lot in development okay because I have a very good friend you spend a lot of time because it is an API that

you integrate there in a little while That's right but we are talking about kickstarter man if you have a cheap e-commerce Well okay look During the first months you do it That's it But kickstarter how much they could reduce that commission a lot yes And that 10% in the end is quite quite quite quite If you talk about campaigns of more than 100,000 Well here Recently there was rock that did the campaign for the juicer of domestic juices that his financing was 273,000 that is a lot of money in commissions he has paid 27,000 yes

of co is 5000 for kickstarter which I still understand and 13,500 for the Bank card transaction cor insanity And yet notice that this is not the most important thing Regarding the costs, the commission is important, everyone More or less has it, Clara But what happens with that money that is collected, yes Well, but it is crowdfunding But you go and explain it to the Treasury, don't look, people have paid 20 and I have given away a CD Yes yes of course of course the VAT Where is it please Thank you Of course yes it is

true How how it is managed it is a sale point if it is a reward campaign it is a sale and it includes VAT if they buy from you from Spain Of course if they buy from the United States no And you have to take that into account, what forces you to do that when you set the price you have to set the price with VAT thinking about the people who are going to buy from you from Spain or the European community in some cases and that makes your price higher than what it could perhaps

be if you sold it to the United States from Spain because it would not carry VAT but it does not matter because in the end the price has many psychological variables. Not only is it going up or down but you have to think about the positioning of your product in substitutes in many things Come but as a summary the costs would be around 10% direct from pagell is what the campaign as such would cost you correct the other is what it costs you to produce and send and pay taxes on sales point that that is

your thing you have to assume well you have to produce the product you also have to keep in mind what happens is that many people and it is important that we say this think that a campaign that raises 10 million the people who has carried out is a millionaire and I say small detail you forget to produce and send 60,000 units of this product of course not careful is billing what you see in a campaign not clear benefit as is Okay and the the big question that I have always had But before we dive into

this conversation I want to thank our sponsor proton Go who makes this episode possible for another week proton Go offers parts and prototype manufacturing services through CNC machining 3D printing and pre-series of plastic parts obtained through prototype molds and everything through from an incredibly comfortable and agile online platform we leave you the Ingenio touch coupon in the description in case Any of you need some type of manufacturing of parts for your projects come on I have this product this this prototype I have it I have not developed it I have not made the I haven't

done everything with the molds , but this is to raise a certain amount of pre-sale money and now I have to finish developing the product. What happens if something happens in the rest of the project and I know the guy who made the molds for me? He has deceived me, he has closed the company, I have paid him and he has kept the money, I don't know what, and you can't execute the product and you can't deliver it. What happens? Let's see. First of all, we have to make it very clear that there are few

cases, but very very very cases. known because normally those who get into these problems and have serious problems are people who raise more than 100,000. And what happens that although it seems otherwise to us, statistically, the campaigns that raise more than 100,000 on Kickstarter, for example, are a small percentage, they are a 1 .8 percent of the total Okay, so there aren't many campaigns, but there are very few that have this type of problems, having said that. Within this group, not all of them have problems, but some of them Have what you say. The most

famous case is that of cool. Scholer, what is a refrigerator? What happened ? He did a first campaign. Many people don't know this. He did a first campaign and said the goal was 112,000 and he managed to remember 90,000. He didn't reach the goal and the project wasn't done and after a few months launched the same thing but with the goal of 50,000 instead of 112,000, okay, it arrived quickly and raised 13 million okay. What are you saying, of course, not only for that reason but among others, that reason because as it reached the goal

very quickly, this happens in crowdfunding when you reach the goal quickly. objective occurs what I say in one of my 20 golden rules of crowdfunding, which is the power of 100, results are multiplied because people see that there is a success there, that being said, there are other variables, eh But well, that's one What happened 13 million 62,000 refrigerators to produce and ship and ends up delivering two thirds, one third remains to be made 20,000 refrigerators Well, even today, if you enter that campaign that has existed for more than 10 years, it has hate in

its comments even today, it looks like the title of a novel 10 years of hate no Well, Poor Ryan Grepper has been holding on for 10 years of hate and the guy didn't do it in bad faith because what it seems to me is that you have to understand that starting a business is complicated, as you rightly say, you can make mistakes And on top of that, he delivered refrigerators. It's not that he didn't deliver any. What happened is that I didn't calculate the costs well. He gave me the opportunity to produce and deliver a

part of the whole but not everything, and that's super serious. That's why I always say to my clients, be careful, production counts. shipping counts taxes and counts a margin of safety because you are going to encounter problems, it is life, what happens is that this is much more controlled if your campaign raises 50,000 10,000 70,000 than if it raises 13 million and more volume, people don't understand this either But If the unit costs go down Yes , but it manages 62,000 units of production and sales, which is not easy Of course the unit cost goes

down But that doesn't give you everything and on top of that if you have sold at a great discount this happens a lot of course V almost at cost Of course I try to give a maximum discount of 30% with my clients But there are people, you go on diogo And that seems like the 50% 60 discount party, you say, my goodness, First you take away the validation Because if you sell an iPhone for 100, you sell it for sure, but that is not validating the iPhone, the iPhone is worth 12 with which is close

to your target market price because if you are not messing up you have to create more more value than what you say at the beginning which seemed to me to go directly to the question not how do you motivate your audience there is the key but then comes another question eh later forgive me for leaving that because there was a circle that I had to finish closing which is okay it is difficult to motivate people to pre-purchase But and with selling it is also difficult that is to say if you do not do crowdfunding And

you go to a website and If you want to sell on your website, it will also cost you blood, sweat and tears for people to buy from you at the beginning of your life. The difference is that I buy something and I know that in three days they will deliver it to me . You do not appeal to collective creation, you have a problem because it is what you say, the balance is not in favor of what you are buying. No, in fact the difference is that it is not the delivery time and the risk

that you assume because that manufacturer Does not actually has completed the product, that is, it does not have a shelf full of products to take it, but rather it still has a development phase ahead of it, which, as you say, there are not many cases. In fact, it surprises me. I thought, I thought there would be many more cases that have not been completed. was able to develop the product Look, I remember a friend, there are delays, yes, there are many , many, many delays, I'm sure that in the comments people say so, there are

many campaigns with delays and the delays are also a detriment to the people who have participated. And that's another thing I say. I always find that my clients can deliver in November But if the campaign is in October Put March of next year Ah what a beast No if you later delay nothing will happen instead If you say November and deliver in March get ready In other words, what do you lose for put a little more margin people already understand that they are buying we are no longer at the beginning of crowdfunding people understand that

this is a pre-purchase and that there is a certain risk it is more kickstarter puts a lot of ticks in the purchasing process to warn you That's why people complain about it, But if you already know what you're doing, be careful with Kickstarter. This is not a store. You assume a risk when you buy. You may not receive the reward. This may cause delays. There are many, but let's say you don't deliver. There are many fewer. I was telling you about a case of a friend of mine who bought a wristwatch quite some time ago.

Well, actually it was a smartwatch. It connected with the same thing. It was the pebel. It may not be the one I talked about before, but it was solar. Oh okay. It was solar And of course he explained it to me, you said, eh, I said this, be careful with the solar smartwatch, with how much that battery uses up and that you're going to be searching for the sun to charge your phone to receive a WhatsApp Wait, wait, they called me clearly and It was and it was It was one of those cases in which

I thought, I don't think this will work out, eh And in the end it came out, life was delayed and they sent him a product that is not the brightest in the world. It has one, for example, the screen Well, it barely has one. It's shiny, it looks But hey, Hey, it fulfills what it was and it works, but it was one of those cases that I thought, I don't see. Of course, these guys do this with a solar panel. Look here, the role of the platform Is important. Kickstarter, there is a very famous case.

and it does it a lot, kickstarter filters the projects a lot, you have to send them for review, and if they don't see it clearly, they block it and tell you, they tell you, Hey, I don't see the prototype clearly o Send me more photos o Send me a video showing the prototype recorded with I really want to see the cell phone that it is there that it works and they do this as a security filter. Indigo is a little more lax in that sense and there is a very famous case that you are going

to laugh at. It is a gilet shaver but a laser, a mixture of Star Wars and gillet no yes it was called scarp and kickstarter when it had 4 million he said this I don't see it clearly he canceled the campaign he canceled it it is active it had 4 million but notice people sometimes how naive we are eh I say we are in plural They started buying and things got lively and everyone came and bought scarp and of course kickstarter said I don't see it Of course because they were asking them and they didn't

answer very solidly let's say no Exactly because this happens a lot in crowdfunding people have to be prepared for it He asks you, he gives you comments, you have to respond, you have to stand up for your project and you have To prepare this. Also very good, and Kickstarter blocked it, but then they launched it on Indiggo on the second largest platform, let's say, and here it raised half of the money if I remember correctly. million I think and they are still waiting for the scarp and they have been there for I don't know how

many years now so be careful be careful because you have to have a little judgment to say Hey I believe this or I don't believe this and also the platform here counts a lot because kickstarter is much more rigorous than the rest In that sense verkami is also, for example, the price of the product affects enough for an expensive product to be disposable. In the end, I always say that there are many studies on Crowdfunding average contribution 40 well it depends guys because I With the bikes I have been selling for 10,000 to 2,000 to

2,500 it depends on the product if it is an electric bike Well maybe a 2000 with a 30% discount is already good and can be sold What happens is that the public is different from the purchase They are not on impulse, they are buying online. In fact, there is a very famous case of Nevia, which is showers, showers, yes. And these have done four or five Campaigns. They already started with showers and then they started with signature edition showers that they made with other manufacturers and they continued selling. crazy huh And I think they had

a price of 299,300 each shower and of course the pain point was how they installed it so a lot of the campaign was I'll explain how it's installed and I'll explain what you save because it turns out that that shower vaporizes the water and then you reduce your water consumption a lot And in one year, as they said with their estimates, now it's 00 in your house, therefore the product is free for you. Take a look at what we said before. How do you motivate your audience? Of course, I have to present an Innovation. It

doesn't have to be the squaring of the circle, but if it's something that adds value to what's on the market, if you have something that's worth it, people are going to buy it. If not, you don't remember a product that was very expensive and that It has been financed very very very expensive Let's see the most expensive would be printers laser printers or sintered printers eh also 3D printers yes 3D either laser sintered or resin printers let's say these have had high prices let's say 500 and up and then there are bicycles A lot of

bikes in crowdfunding but there is no electric car for 20,000 no no but tesla did a kind of crowdfunding for a period. If you think we also enter into corporate crowdfunding which is super interesting tesla did pre-sales of cars for a period and several manufacturers have tried it but it is complicated from what you say because they are a very large import but of course if Tesla comes to you and does crowdfunding you believe it but I know why it is because of course as they charge per stripe the card is not going to give

you 20,000 credit to pay for it too, that is also a correct problem, there are brokers and brokers, you could manage it with a bank but not with stripe on kickstarter, of course, let's not forget an important thing that crowdfunding is bigger than the platforms, eh, for example, imagine crowdfunding is bigger. Big as the platforms, people associate crowdfunding with platforms and not, for example, a streamer tells you if I reach so many subs, I'm going to do this or that. Yes, that's crowdfunding. It's a goal for subs. I don't do it, crowdfunding is everywhere, What

happens is that you have to understand that it can be Even on your own website with a redsis broker and you can accept 20,000, this could of course be done by anyone, no, but Tesla, yes, for example, no, and we enter the Corporate crowdfunding issue Hasbro Matel does crowdfunding on their website and they do it with collectible products, toy collecting, that this is a world, for example, gimmicks J or Masters of the universe or Transformers Exactly, they give you a special collector's figure of a certain Transformer that still costs 200, be careful and they sell

it to you in pre-sale with a minimum goal of 5000 sales and so they manage to sell 10.00 20.000 units and they launch it and if they don't arrive they don't launch it and they have done this with what I know with the backpack of the ghosts a reproduction to give you an example eh with a lot of things from Star Wars but I understand that the case of hasb for example is not Or matel they make again that is to say they make a new version of that classic or something new or something new

because they could sell you the classic that now can no longer be sold anywhere, no, but it would be a bit tricky, they could do it, it depends because if you make a remake of A classic, everyone in our country played with the J snake eyes shadow, I don't know what. Well, imagine, that's it. After this, in fact, they revert those figures and sell them to you, but imagine that there is a figure that has not been released and they do crowdfunding for that figure. People who are fans of that figure will pay in advance

to have it and that is a bit of the key. That's why toy companies have entered before other business models because they know that for the phenomenon of collecting it is a super good combo to do a crowdfunding campaign. Well, I'm thinking, I don't know, but the Warhammer ones, for example, for example, well, I'm sure they are also there. games of the month is crazy And warhammer researched in general but surely something in the warhammer universe of board games there is surely the money that is paid dinars for the figurines it is not that it

is the special tank of I don't know what you pay a few diners This happens a lot or, for example, it has happened to Translate things I want to translate this anime series into such a language, for example , you can do a crowdfunding campaign for it. The good thing is that you have to think That the community is ultimately what drives crowdfunding. and not the other way around, therefore I always say the same thing when an entrepreneur comes to me, I think in community format and we have to find the community for which that

product or service is interesting but sometimes it happens the other way around, the community itself already creates crowdfunding because wants something and you simply have to listen and create and talk about the issue of product validation. Do you think that big Spanish brands could get into that movie assuming what the responsibility could mean if it doesn't work? Let's see, I know I'm a Freaky of the crowdfunding but for example imagine Inditex I'm going to hit the no imagine that it launches a very yes Imagine that it launches a collection of solidarity t-shirts with a cause

whatever you want and it does it through crowdfunding that's for me I'm sorry eh I 'm a marketing person For me that is crazy at the marketing level what it can generate and this could be done practically clearly I said fashion but it can be done with almost any project Yes but that has a secondary objective of seeking social involvement corporate CSR okay But I tell you, no, look, I don't know teak, and I want to get a new oven that has WiFi. Any innovative product can be launched through crowdfunding and you have advantages. But

you think that a consolidated company depends on many factors. crowdfund in some way is not very linked because either to small companies that have just been born or entrepreneurs or to new emergences, no, but consolidated companies, tesla beans, I'll tell you, hey, Brandon Sanderson is a super-established fantasy author, he could release whatever he wanted, well, the campaign Today , Kickstarter's number one record is Brandon Sanderson, raising $40 million to release four books. Brandon Sanderson could have gone for a publisher and he would have had fewer headaches. Yes, but what is the asset behind it? His

community. His community. He has written the books with it. So when a brand understands that and starts to work on marketing that way, then crowdfunding makes sense. But if they don't do it, obviously, if they don't want to do that type of marketing, they will say, Well, pass, I'm going to create the product and I am going To try to sell it through my channels, which is what I have done all my life, but if you try to innovate with your community to create something that the community is already asking for, for example on social

networks it changes the film completely, crowdfunding per se is an advantage but I agree with you, it has to fit into your marketing strategy. What happens is that there are brands that understand it and there are brands that do not, for example, xiaomi does not stop launching products in China through crowdfunding . constant what yes imagine a vacuum cleaner with Wii for me they are super innovative crazy of course and and it does it and it works very well but you have to fit your strategy a little to that Yes no no but for example

it surprises me that in the publishing sector seeing the piece of meteorite that has fallen on them with Brandon Sanderson people are still seeing it coming no laan developed no more no We continue the same you even have libros.com which is a Spanish platform that we had not mentioned yet that only books that have been around for years eh I if I were in the publishing sector Come on, either I'll set up the platform or I'll start crowdfunding if I'm a publisher because it's Already happening that big authors with relevance and community say Well, I'll

set it up I'll set up my own publisher Because if I have to get paid from the royalties I prefer to set up my own publishing house and that is what always happens on the internet it goes by sectors But that does not mean that the world is not changing but that it changes in phases and it has happened in board games it has happened in the publishing sector it has happened in the video games but it will happen in everything, it is happening in fashion and little by little people are entering it. It would

have the same power when launching a campaign if the product were b2b, not if it is only b2b, no, because of course it depends a lot on what it is. that second B Imagine that they are SMEs or that they are entrepreneurs, okay, I'll buy it for you, there may be many entrepreneurs buying a product, a software for accounting management, let's say no, or one AI, an AI assistant for web service, for example, no, but imagine that other Look, that other business is a hospital, man. I don't see 50 hospitals buying a machine through crowdfunding.

I don't know which treatment is more complicated, but the one where you have the possibility of Going to the final market to the final client. Crowdfunding already makes sense. In fact, there is A very interesting success story from my portfolio, which is byit trus biotech that does experimentation with plant stem cells and makes treatments. And what did we do with them? Their client was. It was a company that was a pharmaceutical company that bought their products but we said, Hey, why don't we do a campaign? of crowdfunding to sell this to the final public, a

treatment worked and then the companies that bought from them bought it, therefore if in the end your product ends up in the final customer, you can surely do it even if you are b2b, but if you are b2b only focused on b2b and your client is a company and that's it. So yes, it's complicated, of course, the case I'm telling you is, well, it's the one I have in my head that's strange, or it's strange, it's curious Eh Eh Eh, it was a podcast that we did in Toque de Ingenio that We did it in

Mallorca, what is it? It's an autopilot for boats. It's actually sold in a box. It's a steering wheel that has everything integrated. So you have your small boat. You dismantle the steering wheel. You assemble that one and once you have it mounted, You can control it with an app. What do you install on your mobile? Then you have an automatic polot, you go sailing and you tell it, well, I want to go to that cove and you can directly control it and the only way I would get on a boat is driving, otherwise I won't

get anywhere. I think it's a very good idea. It really wasn't right. We were directly disassembling the steering wheel and installing that one. Then we went out to the sea. We were doing the tests and the truth is that it's going very well. It's going very well, but Juan, who is the CEO of de se Rebel, It is the company that has developed it because I was wondering, Hey, do you think that this would make sense to do a kickstarter campaign [ __ ] Well, I don't know. Of course, your end customer is really the

one who buys it to install it, but it is true that it is It is a product that always goes through a distributor. You are going to sell it to what I know, to a Marina or to a company that distributes boats in Sicily. You are not going to sell it to the Sicilian and he is going to be in charge of distributing it. It is there in that there you can as long as Let's just say that we talked about the shower before. No, if it is easy to install, people Can install it. Let's

see, people who have a boat tend to be very cracks. Yes, yes, yes, this was easy, there is no problem, no. It is a b2 b2c So yes because you have the distributor that you can attack through crowdfunding as well and you have the end client, what happens is that you have to work very well on that end client and you have to go to the campaign already with several units approved or almost almost sold to That on day one they buy them from you and you reach 100%, but having said that, with good marketing

it can be done because in addition to direct sales to consumers, you can always put the retailer in a pack for distributors and that they buy 25 units or 100 or 500 from you. In the crowdfunding campaign, this is done a lot with fashion. Yes, you can go with multitarget and it works well. What happens, I always say this to my clients. If you put in a reward for a distributor, make sure you have at least one sold, that is, do a commercial job, don't say I play it to see if the flute plays, no,

the flute doesn't play if you don't play it. So you have to really work on that commercial strategy because if not, they won't buy you. Because there is a kickstarter, there is no kickstarter. Don't work on it, but if you do, If you get the first distributor it will cost you but maybe the second, the third and the fourth No because if you have reached 100% you already have someone who has bought from you, the more people are encouraged or more companies are encouraged to contribute Ah that's good well Juan listen if you are seeing

this you know that the answer is that yes we can do a kickstarter campaign to sell your steering wheel which also It is true that it was easy to assemble and worked very well Yes yes in fact for example it is not so specific but People who buy 2 3000 4000 bikes that are very pro bikes are a relatively niche audience because these campaigns work and we are talking about an audience that is not the one that is going to buy the first mountain bike at Decathlon, we are talking about a very specific audience that

It would be the same in this case, you don't talk about people but of course if you bring real value to those people, hey, maybe for them, not because they are cracks with a navigation chart, but anyway, to leave the boat to their son or daughter so they can sail. and learn anyway, yes, it is a good product. There you see, I am starting to enter clear marketing mode. Clm we can sell to people, you know naar, then you sell it to them saying that it can be used to help other people navigate, for example,

cl em is worth negative parts that it has. facing a campaign What risks what inconveniences What can go wrong in what way You can [ __ ] let's see the first thing is to underestimate the effort people are worth a lot it's a job to do this a job it's a job it's a job and it's also hard to sell and we They have educated a lot at an entrepreneurial level and you will have seen it many times in the If you want you can and sometimes that is not entirely true Okay then it costs

a lot I want I want but it doesn't work I swear I want I mean there is a lot of work behind it So you have to take into account That workload eh You have to take into account prototyping and audiovisual graphic materials that you are going to have to spend the money to do it Yes or yes you have to take into account that sometimes you will be able to do it alone I have had many clients who They are just one preneur but then you have people who do not need to hire people

either for graphic design or for prototyping or for video and you have to take this into account and you have to Have a minimum budget to invest apart from whether you want or Do not go with consulting and it is also very important to keep in mind that this is online sales, which is something that many people do not take into account, that is, there are many campaigns. I challenge you to do it. Go to Kickstarter, start looking at campaigns and look at the amount. of projects that those who have created those campaigns have contributed

to because you can enter the creator and you will see how many people has contributed, that is, that person has contributed to how many other campaigns he has contributed to, it is worth how much money he himself has put in, like many to zero, then you say, you are going to selling on Amazon if you have never bought on Amazon is difficult but then on the internet everyone dares I am not doing my first crowdfunding campaign but no I have never contributed to crowdfunding, but if you don't even know how to contribute, how can you

do a crowdfunding campaign? And you come across this a lot, therefore, digital education, you have to think that your product is going to be sold online, so get off and soak up the which is online sales and above all, use the platform before using it, you buy. Look at how the checkout is, for Example, there is one thing on kickstarter that is the addons, which is the typical cart purchase. Not that I buy a shirt but then I can add another one. you find out if you buy if you don't buy it is something that

perhaps goes unnoticed by you as the creator of the campaign and this exercise of educating yourself is important crowdfunding is super useful but it is much more difficult than people think and ultimately not Be encouraged because this happens to people too. Ah, it's very difficult, I don't do it, no, because the benefits are still there and I always say the same thing. I mean, launching something without crowdfunding is always worse. I'm sorry, it's a bit of a beastly phrase, but it is. It's true that if you do it through crowdfunding you have more benefits than

if you don't do it through crowdfunding. Having said that, you have to do it every time. There are no times when it doesn't make sense. Okay, so, eh, the risks are undervaluing the work that it's going to take because really the material as material, eh. What you have to prepare to run a campaign is the graphic part, I understand it is a website with a landing page where in the end you end up receiving your potential clients, a video Where you show that they are also short videos, they are videos of two or TR minutes

Not two TR minutes yes correct that would be the material really for good and have the base product Of course but the base product is already assumed that you are going to have it if you intend to sell it even if it is months later correct and then we have another risk that we have mentioned before which is making a mistake In terms of costs , for me it is the worst thing that can happen to you in crowdfunding is not not reaching the goal , which is what people think. I didn't reach the goal.

It's a failure. Don't forgive me. You haven't reached the goal for many reasons. Maybe because You have not validated well because you have not communicated well because the price was not adequate. You have information to improve your project with which you have won. The complicated thing is to reach the objective or exceed it and not deliver and agree. That is a problem and That is the biggest risk you have. Of course, if you make a mistake in the production cost in the shipping cost, you have a problem with a supplier, that can be serious because

you already have the demand, you have 100, 200, 1,000 people who have bought from you. And if you fail them, be careful, that sinks you, the company cannot sink you. It could be that you work on the issue and end up delivering after 3 months instead of 3 years, this happens , but of course people are angry anyway and then It is also in how you communicate because I imagine with almost 400 campaigns I have had cases of everything and I have had complicated cases Eh what happens that in those cases I always say the

same transparency and communication as fluid as possible at least one update in your campaign per month explaining What has happened and all the procedures that are taking place behind the scenes No, because otherwise people will not believe you and distrust you. There is an important section of the campaigns, which are the updates, which is For you to explain how the project is going and when it finishes, report how the post-campaign processes are going and send an email to all the people who have contributed to you, not explaining, create it as a post and also send

an email, yes I have seen it here here we buy well live in the recording we buy the juice juicer from A Rock and it is True that I am receiving clear notifications of what is happening actions just the other day he told me we already have the molds and we have started making the montages and well he is doing very well well in that case Chapó because he is doing very well also at the level of communication that here many people are neglecting the campaign Ah come on I will communicate no people are going

to comment to you people are waiting for you to tell them say things clearly when you think it is worth hiring the services of a consultant, let's see, I always say that I add value even to companies with filming and a lot of work behind it, even with a marketing department, because let's say experience or the value that a consultant has to provide is the ability to adapt crowdfunding to each specific case. and getting the most out of it is to say to an entrepreneur who knows nothing about crowdfunding. Obviously it contributed a lot because

he has no idea about any of the platforms on how to approach such a thing but even to a company that knows how the subject is going I can always provide the approach. I can give you the news about the platforms at the level of tools that can, let's say, generate a Better strategy. I'll give you an example if we are going to produce a musical instrument. Yes, and the creator of the musical instrument does not know that there is something called extended objectives that It's a way of doing crowdfunding, maybe you lose or lose

interesting opportunities. An extended goal is if I get to 200, I make the guitar in three colors instead of two. Okay, if I get to 300, I also add, eh, I don't know a capo or a installer correct electronic passage to be able to do it electroacoustic all of that is super important and it is knowledge that of course if you are not involved in crowdfunding every day or you do not have or you miss another important topic what we said before risk reduction a crowdfunding consultant You have to always reduce the risks to the

maximum, they will not be zero, but they will reduce the fact that people do not do crazy things, for example, like setting a target lower than appropriate to arrive quickly and see what happens. Don't forget about the treatment of shipments to different countries and study very carefully. well, what costs are you going to put in each country to send or reduce risks by saying only shipping to Europe and the United States but not shipping, For example, to Canada or Australia, all of that in the end is a knowhow, as you see, very applied, it is

the experience at the end of the consultant who For me, this is what a consultant has to contribute. A consultant is not a theorist, he is a person who has been in many campaigns and who knows of many cases that he has seen of success and also failure, eye and no success, clearly correct. Well, in fact. You told me that in the technology category only 20%, of course we would have to analyze the reason for the failure, there are not many that will be. Hey, look, this product is a [ __ ], you are not

going to sell it in any way, but there will be many others, which is because the campaign is for the focus it is for the cost more to create a community Of course if you talk about technology in general you are going to find projects like the case of the juicer yes of course it is worth it it is much more market But no there are no fans of the entry-level juicer you have You have to create them, okay, you have to create those fans or focus the project in such a way that people are

interested, for example thanks to this juicer, because you are going to make more use of the oranges and therefore you are going to do a favor for your domestic economy or you are going to to generate less waste and you are going to Improve the environment or you have to look for something and how you propose an approach with a community, not how you propose the marketing campaign to whom you direct this, you know clearly here It depends on what we said before on the specific communities because Now, for example, we are doing a pre-campaign

that is a bottle that has a series of runes written on it. You know the experiment that, according to the words and the music, the water, the water molecules move differently at all, well, there is an experiment, now don't tell me the Say the name but he is a Japanese doctor who did this experiment. You put heavy metal in the water and it moves differently. It vibrates differently . If you put classical music on it, okay. Oh well, yes, I can imagine that is correct, so this project is based on that. in How a container

can energize water Ok then where do you go to communities of people who empathize with this if you go to a community of alumni of a business school you won't sell a single one but if you go to a community of people who practice yoga that practices conscious education that its children take them to Waldorf education Maybe There you will succeed more is Find the right approach it is never the one that is always the how because if you make a mistake in the how it is when you don't sell that it is how you

try to sell well some vegan sneakers at an animal meat consumption fair, I don't care if they are vegan. I still buy them because I like the design but not because they are vegan. Of course, the other way around, you go to the Vegan Fest in Barcelona with that and logically Your audience is clear. What are the costs of hiring the services of a consultancy to run a campaign? You have that on my website. Right from the start, it's okay at baco.com. You can see all the costs. baco.com. baco.com. Remember guys. to put it below

in the comments because there I have all my rates and now We are in a complete consultancy we are at 1475 which are eight sessions but they are videoconference sessions to which is added the monitoring of the campaign answer emails answer WhatsApps my service It is always total. I am absolutely involved in the eight sessions. It is for points of contact because what I do a lot is in each session. This Also provides the consultant with guidelines to follow and duties that we review in the next session. I make a roadmap for my clients. so

that in three months they can launch the campaign 3 months I try not to go much further than that and in the end I always work with those totally transparent rates that of course if you start to look at what stripe and kickstarter charge for a campaign of 10,000 yo On average I'm at 22,000 per campaign, on average, which is fine. Not the comparison, of course, I always say that, for example, many people ask me, 5% of course, they tell me why don't you charge at risk because in reality I work the same for a

project. that raises 10,000 than for a project that raises 100,000, of course my work is the same and I want the campaign to raise as much as possible. I can't take risks. Because they are also my hours, I'm going to get paid later and of course I say the same thing to the person who raises 10,000. You sell me the bread, don't look, I'm a crowdfunding consultant, I 'll pay you the bread when the campaign is successful, I'll come and pay you, but you can't give me the bread, so you have to distinguish a lot

about who you are, if you're a platform and you have a zillion campaigns And your business. It is the technology. That is, the technological platform for people to run campaigns. Yes , it makes sense that, let's say, you charge a commission, but if you are a male consultant, perhaps it could be what you could have. It is like an extra fei of success. No. In other words, it cannot be or zero. or so but or look I charge this if we also reach I don't know how much I never accept because let's say it's like

saying I'm going to work better or worse depending on how the campaign goes I don't care if your campaign raises 100,000 it doesn't matter to me I'm going to get more involved because one client of the 10 that I have assets is at 100,000 and the other is at 5000, you know, well then people will tell me, the one with 5000 will tell me Oh, of course, how the other one pays you commission, no, I don't just like it, there's a lot of it. people who do it, be careful, this is already going to mechanics

and ways of working but I prefer to have my rates and that is not in any case it does not seem excessive to me in the end to end up good at planning this which is still a lot of work for a long time and that failure can save you a lot of money because in fact failing in crowdfunding can save you a lot of money Then you see that is the mentality that people should have also when you fail what happens to me with 20% of my clients I have 80 % success rate but

with those who fail, it's not, I don't do anything, I don't study why, of course we see if it's a price issue for the channel communication product because sometimes hey, okay, we wanted to sell online but it turns out that we don't, we have to go for a pack through classic distribution or we have to go another way, sometimes it happens and speaking of failure, do you remember a product or yes, it may have failed on kickstarter but then it worked in real life. That's good, well, I'm sure the Now I have to keep in

mind clearly that all the ones I know are failures that have really failed miserably and that there has been no way to overcome the problems, no no, but in crowdfunding they don't work. And then they do work. Right now none of them come to mind. It could happen to you because a crowdfunding campaign can be poorly planned in many ways, but the product really has a market and that market has not been reached. Therefore, after The campaign, if the entrepreneur has the resources to move forward, you can become successful and with what we said, with

all the learning, what I do know is I can say that these are campaigns that have failed and that we have launched a second one and it has worked. This happened, for example, with a watch, we launched a tempoel, it is called the microbrand, the microbrand of watches, we did a campaign that did not work, we did a second one and we achieved the objective and we did it. we surpassed Why Because from the first we learned and among other things we optimized costs we lowered the objective and achieved the result and then I also

have the success story of peach and plugs which are very very fun soccer games they make very cool board games And they contacted me with their first campaign that had already failed and they refocused it and the second was a success and the third even more so so a lot depends on this, it happens a lot that there are people who dare to do crowdfunding alone and they encounter a problem and there is also the profile of people who do their campaign and it goes well and they think they are already experts in crowdfunding, I

find this a lot, I don't say let's see, You have been successful in your campaign, but hey, do 10 to see if you are successful in the 10 or In 80% of the 10 times that this happens, I also go to the casino once and win money. Hey, sometimes it happens. I haven't won. There is always good work in a campaign that is successful, but many times there is also a luck factor. Be careful with that. a chance factor or a factor that you get it right with that influencer or that other one, we here

that I know or that they have openly expressed to me, I remember two cases, the one with the juicer, the rock one, and then the one with Ramón mañas, that you participated, not with him. With the Travel Sax that he made, he also did two campaigns, one to release the first prototype that I was crazy about, not the first prototype, the first product that I was crazy about because he brought it to the market directly in brutal 3D printing, which is one of the few products that I I remember So they have been massively distributed

directly in 3D printing F that's crazy and then the second one already did it with molds that gives you an advantage which is being able to say reduce the minimum amount of product that you have to sell in your campaign that is to say produce a a little more artisanally or with short series allows you To set a lower goal because a very serious problem is I have to make 1000 Of course if I have to make 1000 the goal has to be 50,000 I have a problem not if you can make 100 that Unlocks

a lot of crowdfunding Of course, and if there are ways and I'm sure you know how to reduce series, this is super good for people who want to do a crowdfunding campaign and Ramón Bueno, a super cool campaign, very nice and, as we said, a big surprise in the Japanese market that we realized in the campaign that there was a very brutal push there for the product, a miniature bag for Japan, well, ideal, which I don't know why he told me that. I mean, no, he didn't explain it to me, but he did tell me

that the first campaign, if I don't remember I had done it badly in ki starter and the second one in indiggo, yes it is true, I don't know why the change only told me well, because there is a lot, now you understand about the long-hour classes, not what I did because you can be talking a lot in indigo, there are modalities that allow you to extend your campaign called in demand. What you can do is finish the 30 or 40 day campaign but then I continue it and continue selling indefinitely until I feel like it.

That makes many people go indigo and even many people who does a Kickstarter campaign then Indigo captures them so they can continue raising money on their platform what happens What is the trick that for you to continue selling you have to continue communicating and directing traffic to your campaign you have to do it you do not do it Kickstarter or Indiggo therefore There is work behind it but it can be done and that is one of the reasons why many people change platforms. What's happening on Kickstarter ? Now they are very smart because they have

a coo that is a crack, which is Ever Taylor has created what he calls late pledges. which is the same thing, you can activate that and when your campaign ends you have about a few days of Grace to continue collecting. But be careful with this, be very careful because you have to continue communicating, if you stop communicating and driving traffic, your campaign will raise zero, it does n't matter if you are on kickstarter, ok, due to inertia, the campaign will continue to collect, but there will come a time when the inertia stops and you have

to continue working very well, bravely, it occurs to you. something that we have left to comment on, to see, I'm sure that there are many things, the topic of communication, for example, that We were dealing with now is important. We are very used to thinking that the Internet is quick and easy results and in reality on the Internet there are two drivers or You have time or you have money but you have to have one of the two things to generate something that sells if you have a lot of time create content create your community

and in the end the community itself will support you if you have money Make ads and end up driving traffic but at the same time In the end, if we simplify it as much as possible everything is traffic and conversion and in K starter and in any crowdfunding platform it is the same, it is traffic and conversion, therefore think a lot about how I will direct traffic to your crowdfunding page and your website when you want to sell online because it is super complicated and perhaps it is the most common thing that is lacking in

people's awareness that things on the internet really cost quite a lot. Well, in the end, that is what we are talking about is simply anticipating the release of the final product. how many months and you already start to prepare everything then correct it serves as a shoot also determined the marketing campaign that in the end you are going to have to do it Later because you start doing it now and correct and it is already very good listen I don't know if you know No I know if you have seen the endings of our of

our episodes of our chapters now is when you PR I don't ask you How much money do you earn no we have a final question that we ask all the guests which is that I would like you to think and tell me Which Do you think he has been your greatest [ __ ] professional throughout your career? I have it very clear eh Ah Perfect, it is general but it is also very specific in the sense that for me the biggest mistake is not finishing working well on relationships with people in the sense of starting

a business with a friend, my first partner, for example on the crowdfunding platform, was a friend of mine, but he was a friend of going out for beers and going to concerts, that is, a real friend, colleague, colleague. What's the matter, he had a technical profile and I had marketing profile Perfect machin perfect be careful risk flag because What happens one thing is that you know a person very well on a personal level and another thing is that you understand yourself working are very different things I was of course super plugged in I wanted to

leave work I put 12 hours a day, my colleague was like, man, leave me alone. You know, I'm doing it, but I'm not going to leave my job. That difference in speed due to a personal issue can hinder a friendship, and for me, I'm a very personal person. friends and taking care of the people I love. For me, the biggest mistake is to make a mistake, having included that variable on some occasions and unfortunately that could have hindered some relationship. I believe that this is what almost all good entrepreneurs and the right business encounter. the

business because in the end either one of the two throws away and the other gets angry, which is typical, not for me it is the most complex by far. And I consider myself a person who, at the level of human relations, I have emotional intelligence and I know how to manage them, but of course working is a thing and being a friend is another and that is super important in fact. How many of us have an optimal relationship with our partners for example and how many of us would work every day with them not correctly,

my parents for example are masters of the universe Because in addition to being a lot They've been married for years and they work together. I don't understand. That 's that. That's extraterrestrial. I swear, it doesn't exist . super interesting and how we are writing a book about all the things that an entrepreneur has to do to finally bring a product to the market Well, we will save the crowdfunding chapter for the financing part that we will bring from here then many ideas and many tips for everyone, count on me for whatever is perfect today before

you leave Oh how great we have some wireless headphones that our sponsor protong Go gives us to give to all our guests Thank you Thank you very much for having spent with us This little while guys, to all of you, if at any time you have a project, a launch that you might be interested in putting on the market, know that Valentí can give you a hand if you are thinking of obtaining financing from crowdfunding, to all of you. Thank you very much. And to you. the same thanks bye