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众筹的智慧:互联网投资终极指南

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众筹时代已经到来!如果你不是想创造下一个阿里巴巴或微软,那么这本书可能更适合你!给你一个小而美的成功框架,人人都可以众筹,人人都是创客!

Content Description

众筹时代已经来临!众筹通过互联网的力量,表现出*令人兴奋的力量,改善你梦想的投资基金项目。这样一来,你就能得到不受专利权限制的陈列,依靠大众的力量,为你的理念赢得认可。众筹源于众包。众包就是人们聚集在一起,形成观念,解决问题。众筹是众包的延伸,区别只在于群众现在要加入投资。众筹提供各方面需要的投资方案,包括从应用程序到动物园的项目。

Author Description

克里斯·巴金汉姆是众筹领域的专家。从艺术领域到动物园项目,克里斯组织、参与了多种类型的众筹项目,共筹集资金达200万英镑。他曾担任创意和文化产业的管理者,是众筹融资方式的早期使用者之一。

克里斯丰富的经验促成了minivation这一研究与咨询机构的成立。minivation致力于引起人们对众筹和游戏化的价值的重视,帮助客户实现众筹目标。

此外,他还为温彻斯特艺术学院和温彻斯特大学的本科生和研究生做众筹方面的讲座。2015年10月起,克里斯在南安普敦大学开始从新的角度对众筹和游戏化做研究。

张煜,2011年于中央财经大学获得统计学专业学士学位,2013年于中央财经大学获得应用统计学专业硕士学位,中共党员。《动脑2分钟,解决问题好轻松》一书的译者,拥有图书编辑工作经验。

Catalogue

第1 部分 基础知识 1

11 众包 2

12 众筹方式和模式 9

13 众筹的弊端 29

14 众筹活动 38

15 动机 50

16 众筹活动策略 58

17 项目策划 63

第2 部分 准备工作 81

21 确定项目范围 82

22 对目标投资者做调研 86

23 向大众做出承诺 99

24 保持活动管理团队的高效运作 110

25 阶段目标和最终目标 119

目录

IX

26 职责分配 123

27 众筹模式 126

28 选择平台 135

29 社交媒体 138

第3 部分 激励大众参与 145

31 目标用户 146

32 产品(或服务)的价值 150

33 礼品 152

34 故事创作 159

35 营销信息 164

36 文案 166

37 使用主动句 180

38 在社交媒体上发布的内容 187

39 达到目标融资额之后 191

第4 部分 开始众筹之旅 195

Book Abstract

对创意产业来说,众筹是一种巨大的积极的转变。斯图尔特·弗雷泽(Stuart Fraser)教授在他2011 年发表的报告中指出,创意产业经常被金融机构误解,融资对于它们来说比对其他产业更困难。原因有许多,最主要的是其“道德危机”(moral hazard),道德危机是指将为某一项目筹集的资金挪作他用。为一个项目融资时,这一担忧对众筹和对传统融资方式都适用。例如,我是一名玻璃制品方面的视觉艺术家,需要买一个新的熔炉来加热玻璃。我向大众寻求帮助,希望他们借给我2 000 英镑。于是,大众决定借给我这笔钱。然而,我拿到这2 000 英镑后并没有买熔炉,而是用它付了自己的其他账单。这是道德危机的一个例子,我没有将筹集到的资金用于发起融资时陈述的目的,而用在了别的方面。

在旧体系中,投资方借给我2 000 英镑供我购买有货币价值的资产,万一我破产了,投资方虽然损失了资金,但他们还可以把熔炉卖掉抵消一部分损失。但在道德危机的情形中,如果我将资金用于其他目的,如还账,那么对于投资方来说,不仅钱没了,而且也没有资产可以变卖来减少损失。

这个案例非常明了。任何人向贷款机构借款时,道德危机都是这些机构面临的一个切实的风险因素,更不用说创意产业了。而且,一部戏剧或一件艺术品成功的可能性很难预测。谁也不知道哪部作品会取得像《捕鼠器》(The Mousetrap)那样的成绩,谁会成为下一个马克·罗斯科(Mark Rothko,美国抽象派画家)。

投资机构的专业人士喜欢确定性,至少是幻想中的确定性,这是创意产业面临的又一问题:向创意产业贷款对传统投资方来说风险太大。然而,创意产业及其他产业的一个新的希望已经出现,这就是众筹。

众筹不只对创意产业有帮助,对其他产业也是一种有效的融资方式。当然,众筹有风险,它并不是一条容易的融资渠道。在你进入公众视野之前,需要考虑许多因素。众筹可能改变我们的做事方式。它意味着以往决定一个项目能否筹得资金的“守门人”现在不再具有决定权。现在,一部戏剧或一件塑雕的价值由大众决定。生产者也可以利用众筹在正式生产产品之前测试产品的市场反应。利用众筹,制作出一个可能的产品或一件艺术品,观察大众的反响。大众喜欢,继续获得融资;大众不喜欢,停止融资。

对于具体的产品或服务,它还可以帮助生产者估计市场规模,在投入过多的资源之前预售产品。这样可以提供非常有价值的市场信息,我们将在后文详细探讨众筹的这一作用。


Introduction

引言


众筹时代已经到来,但介绍众筹的文献存在一些问题。现有的大部分关于众筹的文献都是基于美国的情况,而且往往介绍的是运用众筹模式取得重大成功的案例。如果你想创造下一个谷歌或微软,这些文献对你极有帮助。但如果你并没有这么大的想法,那么本书可能更适合你。本书呈现的都是一些较小的成功案例,为读者提供了基于英国情况的视角,以此作为纠正现有文献的不平衡状况的一点努力。


这些案例包括:制片人成功地筹集了足够多的资金让影视作品上映;考古学家通过他们的热情和承诺,成功挖掘到考古遗址;作家得到足够的支持来完成他们的写作;工艺匠人运用众筹模式实现了他们的想法;社区工程得以实施,为社区增加了价值。


众筹是为你的项目融资最令人兴奋的途径之一。它可以增加你在大众面前的曝光度,并为你的项目争取到大众的支持。


引言


V


需要指出的是,众筹并不是一种全新的现象,它以其他形式出现已有一段时间了。众筹源于众包(crowdsourcing),也就是大众一起解决问题。例如,厂家需要一种新的方式将产品介绍给客户,或者当地滑板公园需要新的设计,大众便围绕这些问题提供想法。从某种角度来看,众筹是众包的拓展,只不过需要为解决这些问题出资。众筹可以为从科技到动物园的各领域的问题提供解决方法。


目前关于银行体系漏洞百出而急需改革的说法很多,但改革往往非常缓慢。我们现在就可以见证人们从传统的零售和商业银行融资向更人性化、更透明的融资方式的转变。“人人贷”(Peer-to-peer lending)就是符合这些新标准的一种方式,而像Ratesetter 和Zopa 这样的机构是英国在这方面的先锋。


所有这些变化都和当前的创客、DIY 文化及社会协作概念相吻合,而这些概念在过去几年变得越来越受欢迎。这些概念背后的角色作为我们经济和结构体系的拯救者也获得了近乎“英雄”的地位。这方面的书籍不断涌现并登上畅销榜;相关演讲出现在TED.tv 及其他视频网站上,演讲中的权威信息让听众以为这些演讲者或专家,最了解情况。但事实是,众筹是一个属于你的概念,它出现在你的时代、你的领域,需要你的许可。每个人都是大众中的一员,是听众,是创造者,是这个产物的评价者。


在20 世纪90 年代,德国流行组合Snap!的一首歌曲风靡一时,叫作《我已获得力量》(I’ve Got the Power),由说唱歌手Turbo.B 主唱。这首歌如果在今天发行,歌名或许应该改为《我们已获得力量》,因为我们的确已获得力量。


本书还探讨了众筹的弊端。弊端的确存在,但你无须害怕。众筹会增加大众对你的想法的关注,为你的想法融资只是这一社会化方式的一方面。


本书主要关注的是众筹的策划阶段,旨在帮助你了解众筹的本质。作为本书的作者,我们已经在这方面观察并帮助利益相关者多年,因此积累了一些经验可以据此为你提供建议。


我们真正想做的就是,通过我们对这个成功模式的研发为你增加价值。为此,我们开发了众筹策划书(Crowdfunding Planning Page)。它是一个可以在为你的项目发起众筹挑战之前、之中、之后提供切实帮助的资源。


众筹的确是一项挑战。它像生活中的许多事情一样,当你回头看成功案例的时候,你会觉得它很简单。但对于项目团队来说,在实现目标之前,它并非易事。众筹需要严密的策划,需要汗水、泪水和渴望成功的激情。因此,在你开始众筹之前,请阅读本书,思考书中的内容,策划,策划,再策划。


你将开启一段不可思议的旅程,让我们确保你已为此做好准备。



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