Tag: kickstarter

Lessons in crowdfunding from an unsuccessful Kickstarter campaign

Crowdfunding is in its early days and Moore’s Cloud founder Mark Pesce explains some of the lessons we have to learn about this new way of raising capital.

“I’d rather eat a bullet than do a Kickstarter campaign again,” says Moore’s Cloud founder Mark Pesce in the latest Decoding The New Economy video when asked about crowdfunding his project.

Moore’s cloud is an internet of things company that focuses on lighting, “we think it’s interesting and something that expresses emotion” Mark says.

With their first project, Moore’s Cloud looked to raise $700,000 to build their first project but fell well short of their target.

Falling short lead to Mark and his team executing a classic business pivot from a static lights to Holiday, a system of intelligent fairy lights.

“We took exactly the same technology and put it into a different form factor,” said Mark. “It’s as if we took the light and unwound it.”

The failure of the Kickstarter campaign gave the Moore’s Cloud founders an education on how crowdfunding works.

Customer focused from day one

An important aspect of crowdfunding is it’s very customer focused. From day one of the campaign, the venture has to devote resources on relations with those who’ve pledged a contribution.

Most startups don’t have those resources, or the time and skills, to deal with those relations.

“People say it’s a better way of getting investors. I would have to say ‘it’s not better, it’s different.'” Mark says about crowdfunding.

The psychology of investors

One of the differences is the psychology of investors. Mark was urged by the CEO of Indiegogo, Slava Rubin, to set a low target as participants like to back successful campaigns.

“There’s a whole bunch of psychology I didn’t understand going in,” says Mark. “If we’d had a goal of $200,000 we probably would have filled it in the first two weeks.”

“Once a campaign is fully funded, it tends to get overfunded.”

A truism of business is that banks will only lend to you when you don’t need the money and it strangely appears the same thing applies to crowdfunding.

We’re in the early days of crowdfunding and there’s more to be learned about the way it works and for which ventures the fund raising technique works best.

The experience of campaigns like Moore’s Cloud are part of how we’ll discover the nuances of crowdfunding and the psychology of the crowds that contribute.

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Risky business – is crowd funding too rich for investors and innovators

Do recent kickstarter failures show that crowd funding is too risky for most entrepreneurs and investors?

It’s sad when a Kickstarter project fails to meet its promises and the story of the Collusion Pen, a stylus designed for iPads, is a salutary lesson of how many people don’t understand when they buy into or set up a crowdfunding proposal.

The idea behind crowdfunding sites like Kickstarter is that artists, designers and inventors can publicise their projects, interested supporters can pledge funds in return for benefits like advanced previews, a signed book or an early version of version of the product.

For the Collusion pen, it’s the early version that’s upset supporters who’ve complained that the device is unusable in its current form.

Not getting the product when it was promised is standard for Kickstarter projects, late last year CNN Money reported how 84% of the site’s top listed ventures missed their target delivery dates.

The reason for Kickstarter’s apparent failures is that ideas are risky. Often, entrepreneurs and artists overestimate their skills and underestimate the scale of the task they’ve given themselves.

Added to this, Kickstarter is an expensive way to raise capital. When another Australian startup Moore’s Cloud went onto Kickstarter to fund their internet connected light, they found that to cover the $285,000 development costs they had to win pledges worth $700,000.

Moore’s Cloud missed their target and have gone on to raising money independently.

Apart from the those risks we set our expectations too high – we believe the first versions will be perfect out of the box and every idea will make the founder a billion.

In his article The Fake Church of Entrepreneurship, US business founder Francisco Dao discussed how much of the start up community is based up on religious beliefs about the sanctity of founders and that everyone can become rich by selling their idea to a greater fool.

The sad thing is that ideas are like armpits – most of us have a couple and almost all of them stink.

Not that people shouldn’t have a go; having a hare brained idea and making it a reality is the foundation of human progress. It’s just that most ideas don’t work out.

Making matters worse is our inability to evaluate risk; notable in the Sydney Morning Herald story are the consumer and investor protection angles.

If someone isn’t getting what they thought they had been promised, then “the government aught to do something.”

The biggest risk of all to Kickstarter and other crowdfunding sites is that governments will regulate them either as stores or as investments.

As investments crowdfunding projects will be hiring lawyers and bankers to draft densely worded product disclosure statements which will see ventures like Moore’s cloud having to raise a couple of million more to cover their legal costs.

Should crowdfunding be considered as a consumer issue, then projects will have be expected to deliver or face action from consumer protection agencies which would make most nonviable.

The stories of crowdfunding successes have to be considered in the same way as most artistic and entrepreneurial ventures; we hear about the winners, but we don’t hear so much about those who didn’t ‘succeed’.

While we – as consumers, investors and entrepreneurs – don’t think through those risks, we’ll be disappointed in tools like crowdsourcing which would be a shame as its a good way for some ideas to get a healthy start.

Failure image courtesy of cobrasoft on sxc.hu

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Connecting the household to the internet of everything

The Internet of things comes alive with Australian startup Moore’s Cloud

The development of intelligent household appliances like lights is changing our lives in subtle ways, Australian startup Moore’s Cloud is a good example of how cheap computing, accessible internet and open applications are coming together.

One of the frontiers of technology right now is the internet of things, where machines connect directly to each other, cutting out the requirement for people to monitor them.

Good examples of these devices is the internet connected fridge – which was the poster child for pointless connectivity during tech wreck in the early 2000s but is now standard equipment in hotels, restaurants and hospitals where monitoring stock levels has become wholly automated.

Cheap hardware has driven this trend, as processor prices have tumbled it’s become cost effective to incorporate intelligent systems into almost every household device. Everything from the kettle to the washing machine now has some sort of CPU in it.

Moore’s Cloud is a good example of how the internet of machines is coming together. A simple cube shaped device has the electronic smarts to connect with other lights and be controlled by software apps.

Being able to create is important as the software interfaces – the APIs – are open which people to write programs that take advantage of the light’s features. A video from the Moore’s Cloud builders showcases twelve of the apps which have been developed so far which include weather forecasting, night lights and changing moods.

Having an ‘ecosystem’ of apps is now driving innovation in consumer electronics. The iPhone started the app revolution and now everything from stereo systems to lights are being controlled by them. Devices that don’t have open APIs are at risk of being left behind.

With systems being open to interested designers, anybody can create their own way of controlling device which opens the way for some innovative, left of field ideas.

In many respects, Moore’s Cloud is one of the early wave of smart features we’re going to see in the next generation of household appliances that will change how we use these tools.

The team behind Moore’s Cloud is still raising money for the project through Kickstarter, their campaign finishes this Friday. Hopefully they’ll meet their targets and take the project further.

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