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<h1 style="line-height: 2em;">Crowdbuilding – Build your Crowd!</h1>\n
<p class="date">10. Januar 2017, 12:00 :: <a href="https://www.staging.startplatz.de/category/allgemein/" rel="category tag">Allgemein</a></p>\n
<p class="date">Autor: Christine Schlütz</p>\n
<p><h3></h3>\n
<p>Crowdfunding in Deutschland gewinnt immer mehr an Bedeutung. Für Startups ist es ein guter Weg sich über Schwarmfinanzierung zu finanzieren. Das wichtigste bei einem Crowdfunding-Projekt ist das Crowdbulidng. Crowdbuilding bezeichnet den Aufbau einer Community, eines Kundenstammes und/ oder einer Fangemeinde. Dabei sollen die Menschen <strong>langfristig</strong> gebunden werden.<span id="more-41525"></span></p>\n
<p>Der Aufbau einer solchen Crowd ist gar nicht so leicht, wenn man noch ohne Kunden und Unterstützer dasteht. Das Problem hat sogar einen Namen: “The Chasm“.\u{A0} Wenn man sich die Zusammensetzung der Kunden bei jungen Unternehmen betrachtet, verdeutlicht das angepasste Modell von der Gau´schen Normalverteilung, was „Die Kluft“ genau ist:</p>\n
<figure id="attachment_41530" aria-describedby="caption-attachment-41530" style="width: 489px" class="wp-caption alignnone"><a href="https://www.startplatz.de/wp-content/uploads/2017/01/thechasm.jpg"><img fetchpriority="high" decoding="async" class="size-full wp-image-41530" src="https://www.startplatz.de/wp-content/uploads/2017/01/thechasm.jpg" alt="" width="489" height="353" srcset="https://www.staging.startplatz.de/wp-content/uploads/2017/01/thechasm.jpg 489w, https://www.staging.startplatz.de/wp-content/uploads/2017/01/thechasm-300x217.jpg 300w" sizes="(max-width: 489px) 100vw, 489px" /></a><figcaption id="caption-attachment-41530" class="wp-caption-text">„The Chasm“ oder „die Kluft“, Quelle: bostonvcblog.typepad.com</figcaption></figure>\n
<p> </p>\n
<p> </p>\n
<p>Die ersten beiden Kundenarten, die euer Produkt als erstes nutzen, sind die sogenannten Technikenthusiasten und die Visionäre. Diese zu erreichen, ist nicht einfach. Kein Vergleich aber dazu, die „Kluft“ zwischen Early Market und dem Mainstream Market zu überwinden. Dies liegt unter anderem an ganz anderen Erwartungen der Pragmatiker und Konservativen. Geoffrey A. Moore beschreibt dies auch in seinem Buch „Crossing the Chasm“, wenn euch die Thematik interessiert. Ein Crowdfunding-Projekt kann helfen, den Eintritt ins breite Publikum zu schaffen. Oberstes Ziel dabei: Aufmerksamkeit generieren!</p>\n
<p> </p>\n
<h2>Crowdbuilding in 5 Schritten:</h2>\n
<p><strong>Schritt 1: Eigenes Netzwerk ansprechen</strong></p>\n
<p>Freunde, Familie, Fans – die drei berühmten Fs helfen euch gerade am Anfang, aus den Startlöchern zu kommen. Im besten Fall funktioniert die Mundpropaganda wie ein Schneeballprinzip: Eure Freunde erzählen Freunden und Bekannten von eurem tollen, neuen Produkt, diese wiederum ihren Freunden und Bekannten und so weiter. Denkt an das Beispiel Tupper, das funktioniert großartig!</p>\n
<p><strong>Schritt 2: Persönlichkeit entwickeln</strong></p>\n
<p>Werdet greifbar für eure Unterstützer. Die Leute können besonders im Falle eines digitalen Geschäftsmodelles nicht wirklich anfassen. Umso wichtiger, dass sie verstehen, wer ihr seid, was ihr macht und was eure Geschichte ist. Denkt daran – ihr wollt eine Beziehung aufbauen!</p>\n
<p><strong>Schritt 3: Zielgruppe über Social Media und kreatives Content-Marketing erreichen</strong></p>\n
<p>Grundvoraussetzung hierbei ist natürlich, dass ihr genau wisst, wer in eure Zielgruppe fällt. Durch die Ansprache von digitalen Netzwerken und Gruppen, Influencern und Bloggern kommt ihr an Menschen, die wie Multiplikatoren funktionieren. Wenn ihr kreatives Content Marketing betreibt und immer wieder Geschichten verbreitet, die mit eurem Produkt verwandt sind und eure Zielgruppe ansprechen, könnt ihr eine hohe Aufmerksamkeit erzielen – auch ohne großes Marketing-Budget. Guckt euch dazu mal das Beispiel Babbel an.</p>\n
<p><strong>Schritt 4: Website und Außenauftritt professionell gestalten</strong></p>\n
<p>Soll die Crowd und die Außenwelt euch professionell wahrnehmen, müsst ihr euren Auftritt auch professionell gestalten. Eine funktionale Website, die die User Experience berücksichtigt und grafisch toll aussieht, kommt ganz anders an als eine eben-mal-hingebastelte Webpage. Wenn ihr euer Produkt gut durchdacht habt, bemerkt das auch die Crowd und nimmt euch ernst.</p>\n
<p><strong>Schritt 5: Früh anfangen, eine Kampagne zu planen!</strong></p>\n
<p>Eine Crowdfunding-Kampagne bedeutet viel Arbeit. Ihr steht – egal ob beim Crowdfunding oder beim Crowdinvesting – mit einer Vielzahl von Menschen in Kontakt. Dahinter steht viel Kommunikation und Vorbereitung. Also: je früher ihr damit anfangt, desto besser. Bedenkt dabei, dass einer Kommentare bearbeiten muss, Anreize für die Investoren und Unterstützer wichtig sind und ihr regelmäßig Aktionen durchführen solltet, um das Interesse aufrecht zu erhalten.<br />\n
<iframe src="https://www.youtube.com/embed/C-TtDGf_mEc" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"></iframe></p>\n
<p> </p>\n
<p>Na dann kann es ja losgehen. Viel Spaß und Erfolg beim Aufbau eurer eigenen Crowd!</p>\n
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<div style="width: 20%; padding: 0 10pt 0 0; float: left;"><strong><a href="https://www.startplatz.de/wp-content/uploads/2017/01/Autorenbild_closeup_1-e1483956497353.jpgg" rel="attachment wp-att-34330"><img decoding="async" class="wp-image-34330 size-full alignright" src="https://www.startplatz.de/wp-content/uploads/2017/01/Autorenbild_closeup_1-e1483956497353.jpg" alt="Cristin Liekfeldt" width="120" height="120" /></a></strong></div>\n
<div style="”clear: both;"><strong>Autor:\u{A0}Cristin Liekfeldt</strong></div>\n
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<p>Cristin Liekfeldt ist Bloggerin und Content-Chefin bei <a href="https://www.companisto.com/de">Companisto</a>, der marktführenden Plattform für Crowdinvesting in Deutschland, Österreich und der Schweiz. Sie schreibt mit Leidenschaft <a href="https://www.companisto.com/de/blog">Texte über die Erfahrungen im Bereich Crowdfunding und Crowdinvesting</a>, erzählt Geschichten über Technologien der Zukunft und berichtet auch vor der Kamera von besonderen Gründern, innovativen Kreativmethoden und Startup-Okösystemen.</p>\n
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<h3><a href="https://www.startplatz.de/startup-wiki/crowdfunding/" target="_blank">Hier erhaltet ihr das kostenlose E-Book zum Thema Crowdbuilding, Crowdfunding und Crowdinvesting</a></h3>\n
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'opened' : 'closed'; setPreference('toolbar/displayState', newState); 'opened' === newState ? Sfjs.showToolbar(token) : Sfjs.hideToolbar(token); }); }, loadToolbar: function(token, newToken) { var that = this; var triesCounter = document.getElementById('sfLoadCounter-' + token); var options = { retry: true, onSend: function (count) { if (count === 3) { that.initToolbar(token); } if (triesCounter) { triesCounter.textContent = count; } }, }; var cancelButton = document.getElementById('sfLoadCancel-' + token); if (cancelButton) { addEventListener(cancelButton, 'click', function (event) { event.preventDefault(); options.stop = true; that.hideToolbar(token); }); } newToken = (newToken || token); this.load( 'sfwdt' + token, 'http\u003A\/\/www.staging.startplatz.de\/_wdt\/xxxxxx'.replace(/xxxxxx/, newToken), function(xhr, el) { var toolbarContent = document.getElementById('sfToolbarMainContent-' + newToken); /* Do nothing in the edge case where the toolbar has already been replaced with a new one */ if (!toolbarContent) { return; } /* Replace the ID, it has to match the new token */ toolbarContent.parentElement.id = 'sfwdt' + newToken; /* Evaluate in global scope scripts embedded inside the toolbar */ var i, scripts = [].slice.call(el.querySelectorAll('script')); for (i = 0; i < scripts.length; ++i) { if (scripts[i].firstChild) { eval.call({}, scripts[i].firstChild.nodeValue); } } el.style.display = -1 !== xhr.responseText.indexOf('sf-toolbarreset') ? 'block' : 'none'; if (el.style.display == 'none') { return; } that.initToolbar(newToken); /* Handle toolbar-info position */ var toolbarBlocks = [].slice.call(el.querySelectorAll('.sf-toolbar-block')); for (i = 0; i < toolbarBlocks.length; ++i) { toolbarBlocks[i].onmouseover = function () { var toolbarInfo = this.querySelectorAll('.sf-toolbar-info')[0]; var pageWidth = document.body.clientWidth; var elementWidth = toolbarInfo.offsetWidth; var leftValue = (elementWidth + this.offsetLeft) - pageWidth; var rightValue = (elementWidth + (pageWidth - this.offsetLeft)) - pageWidth; /* Reset right and left value, useful on window resize */ toolbarInfo.style.right = ''; toolbarInfo.style.left = ''; if (elementWidth > pageWidth) { toolbarInfo.style.left = 0; } else if (leftValue > 0 && rightValue > 0) { toolbarInfo.style.right = (rightValue * -1) + 'px'; } else if (leftValue < 0) { toolbarInfo.style.left = 0; } else { toolbarInfo.style.right = '0px'; } }; } renderAjaxRequests(); addEventListener(document.querySelector('.sf-toolbar-ajax-clear'), 'click', function() { requestStack = []; renderAjaxRequests(); successStreak = 4; document.querySelector('.sf-toolbar-ajax-request-list').innerHTML = ''; }); addEventListener(document.querySelector('.sf-toolbar-block-ajax'), 'mouseenter', function (event) { var elem = document.querySelector('.sf-toolbar-block-ajax .sf-toolbar-info'); elem.scrollTop = elem.scrollHeight; }); addEventListener(document.querySelector('.sf-toolbar-block-ajax > .sf-toolbar-icon'), 'click', function (event) { event.preventDefault(); toggleClass(this.parentNode, 'hover'); }); var dumpInfo = document.querySelector('.sf-toolbar-block-dump .sf-toolbar-info'); if (null !== dumpInfo) { addEventListener(dumpInfo, 'sfbeforedumpcollapse', function () { dumpInfo.style.minHeight = dumpInfo.getBoundingClientRect().height+'px'; }); addEventListener(dumpInfo, 'mouseleave', function () { dumpInfo.style.minHeight = ''; }); } }, function(xhr) { if (xhr.status !== 0 && !options.stop) { var sfwdt = that.getSfwdt(token); sfwdt.innerHTML = '\ <div class="sf-toolbarreset notranslate">\ <div class="sf-toolbar-icon"><svg width="26" height="28" xmlns="http://www.w3.org/2000/svg" version="1.1" x="0px" y="0px" viewBox="0 0 26 28" enable-background="new 0 0 26 28" xml:space="preserve"><path fill="#FFFFFF" d="M13 0C5.8 0 0 5.8 0 13c0 7.2 5.8 13 13 13c7.2 0 13-5.8 13-13C26 5.8 20.2 0 13 0z M20 7.5 c-0.6 0-1-0.3-1-0.9c0-0.2 0-0.4 0.2-0.6c0.1-0.3 0.2-0.3 0.2-0.4c0-0.3-0.5-0.4-0.7-0.4c-2 0.1-2.5 2.7-2.9 4.8l-0.2 1.1 c1.1 0.2 1.9 0 2.4-0.3c0.6-0.4-0.2-0.8-0.1-1.3C18 9.2 18.4 9 18.7 8.9c0.5 0 0.8 0.5 0.8 1c0 0.8-1.1 2-3.3 1.9 c-0.3 0-0.5 0-0.7-0.1L15 14.1c-0.4 1.7-0.9 4.1-2.6 6.2c-1.5 1.8-3.1 2.1-3.8 2.1c-1.3 0-2.1-0.6-2.2-1.6c0-0.9 0.8-1.4 1.3-1.4 c0.7 0 1.2 0.5 1.2 1.1c0 0.5-0.2 0.6-0.4 0.7c-0.1 0.1-0.3 0.2-0.3 0.4c0 0.1 0.1 0.3 0.4 0.3c0.5 0 0.9-0.3 1.2-0.5 c1.3-1 1.7-2.9 2.4-6.2l0.1-0.8c0.2-1.1 0.5-2.3 0.8-3.5c-0.9-0.7-1.4-1.5-2.6-1.8c-0.8-0.2-1.3 0-1.7 0.4C8.4 10 8.6 10.7 9 11.1 l0.7 0.7c0.8 0.9 1.3 1.7 1.1 2.7c-0.3 1.6-2.1 2.8-4.3 2.1c-1.9-0.6-2.2-1.9-2-2.7c0.2-0.6 0.7-0.8 1.2-0.6 c0.5 0.2 0.7 0.8 0.6 1.3c0 0.1 0 0.1-0.1 0.3C6 15 5.9 15.2 5.9 15.3c-0.1 0.4 0.4 0.7 0.8 0.8c0.8 0.3 1.7-0.2 1.9-0.9 c0.2-0.6-0.2-1.1-0.4-1.2l-0.8-0.9c-0.4-0.4-1.2-1.5-0.8-2.8c0.2-0.5 0.5-1 0.9-1.4c1-0.7 2-0.8 3-0.6c1.3 0.4 1.9 1.2 2.8 1.9 c0.5-1.3 1.1-2.6 2-3.8c0.9-1 2-1.7 3.3-1.8C20 4.8 21 5.4 21 6.3C21 6.7 20.8 7.5 20 7.5z"/></svg></div>\ An error occurred while loading the web debug toolbar. <a href="http\u003A\/\/www.staging.startplatz.de\/_profiler\/' + newToken + '">Open the web profiler.</a>\ </div>\ '; sfwdt.parentElement.setAttribute('class', 'sf-toolbar sf-error-toolbar'); } }, options ); return this; }, toggle: function(selector, elOn, elOff) { var tmp = elOn.style.display, el = document.getElementById(selector); elOn.style.display = elOff.style.display; elOff.style.display = tmp; if (el) { el.style.display = 'none' === tmp ? 'none' : 'block'; } return this; }, }; })(); } Sfjs.loadToolbar('c00682'); /*]]>*/</script></div><!-- END of Symfony Web Debug Toolbar -->\n
</body>\n
</html>\n
"""
#version: "1.1"
#statusCode: 200
#statusText: "OK"
#charset: "UTF-8"
-sentHeaders: ? array
} |