Running head: INDIEGOGO INC.

Indiegogo Inc.
 INDIEGOGO INC. 2

Table of Contents
Executive Summary.....................................................................................................................4

Key Problems of Indiegogo.........................................................................................................4

Background Information..............................................................................................................5

Competitor Analysis (kickstarter)................................................................................................6

Competitive Analysis...................................................................................................................6

Kick starter...................................................................................................................................7

CrowdRise...................................................................................................................................7

Give forward................................................................................................................................7

Key Differentiators......................................................................................................................7

Competitive Analysis of Indiegogo with respect to SWOT Analysis.........................................7

Analysis...........................................................................................................................................9

Funding Models...........................................................................................................................9

Support Countries........................................................................................................................9

Payment partner...................................................................................................................9

Marketing & Promotion.......................................................................................................9

Google Analytics.............................................................................................................9

Google AdWords Tracking..............................................................................................9

Facebook Pixel.........................................................................................................................9

Tracking Links.......................................................................................................................10
 INDIEGOGO INC. 3

 Promotional Opportunities.................................................................................................10

 Information of Product......................................................................................................10

 Post Campaign Funding.....................................................................................................10

Why Indiegogo is successful in the market...............................................................................10

Recommendation.......................................................................................................................11

Donation Match Drive...............................................................................................................12

 INDIEGOGO INC. 4

Executive Summary
Crowd funding is when businesses, organizations or people finance a project small
contribution from a large number of people. By obtaining the energy needed for cash flow, these
operations can move down or open up new projects for the future. Most of these projects take
place through online platforms, setting limit and setting specific financing goals.
Indiegogo is a worldly fundraising network that has the way from people to collect
money for any project such as art, business, or causes. The network authorizes people to generate
pre-sales and gain feedback from first-time receiver before making their products. Since its start
in 2008, Indiegogo has been providing advice to the people and new business they are looking
for and advising companies on how to run a successful firm like them and management team.
Millions of people around the world visit Indiegogo to uncover creative and individual
answers to everyday problems large and minor. By giving entrepreneurs overall with a platform
to launch new and fresh products, they help introduce new revolution in telecommunications,
plan, and much more, all before going forward.
Encouraged by interest, the Indiegogo community has helped bring in more than 900,000
new ideas since 2007. Today, their help team has over 10 m powers, speak for 236 countries and
regions. Always looking for new solutions to everyday issues, our society prosper on making
elegant uncovering before everyone else. From live drive to constructing for technology
expressions, informal people are relying on Indiegogo to know the new innovations in
advancement and design.
Key Problems of Indiegogo
Danny DeVito at Kickstarter, Arnold Schwarzenegger, and Indiegogo has been the 2 nd
leading participant in online donation event. Secondly it is not a bad place to be in a quickly
spreading market, although Indiegogo has been able to get many top projects from people like
Shaq, and even a crack Jamaican group.

As interest is in carry and financing for the general public has never been serious, as there
is still an important possibility factor. Taking the difficulty of the Healbe GoBe drive - a wearing
tool that automatically calculates your calorie inflow, hydration level, and tension level - a
reporter studied that the company that did the work and found little unusual guaranteed to
Indiegogo promoters that their money would be safe. Healbe advertises itself as based in San
Francisco, but works outside of Russia, and its non- sugar levels have been challenged by
experienced doctors. Both the firms and the product ask a healthy measure of doubt, but the high
intention of the project people enough to attract more than $ 940000 in contribution.
As there is advancement of technology in the world. But there are still some of the areas that
need to be resolved and ensure proper Cash Inflows for the firm. And firms also need to give
ensure to the audience that there money is saved and is invested in right direction.
 INDIEGOGO INC. 5

The Company is not able to confirm the originality of any facts or information that
customer provide about it or their drive and projects.
And also, Kickstarter cannot ensure the identification of the customers you give
exposure, nor can it ensure the obtaining of the guaranteed money. Indiegogo is like that
language in its writings, validating that "Indiegogo has no commitment to trust you." The legal
responsibility to secure that a given project is not imitated or otherwise falls directly into the
shoulders of the financer.
Still Indiegogo does not ensure that the Donations will be used as used according to the
plan, that the drive holders will deliver the advantage, or that the Drive will attain its goals.
Indiegogo does not witness, license, make any presentations or promise for the quality, safety,
ethics or justice of any drive, income or donation,
Indiegogo has a low limit on registering financing projects, as indicate by the doubtful
campaign. In addition, the funding option - where the project collects all donations whether it
achieves its planned funding or not - and the fact that you are charged before the drives run its
course makes it even more dangerous than bearing someone with Kickstarter. This last service
has seen bad products results and was not liked by the public during successful drives.

Background Information
The creators of were Indiegogo were inspired to build Indiegogo based on their
experience trying to make ideas come real. Danae Ringelmann made the game but was unable to
get the money from financers to take it to the next level. Eric Schell has struggled to get money
for a Chicago theater company. Slava Rubin tried to increase money to find a preserve for
several Myeloma, a disease that killed his father. After that, he had a solution. He can use the
internet to bring people together to allow them to join.
Danae, Eric, and Slava started Indiegogo in 2007 because they thought that you should
choose living ideas. You and your new partners need to change the world. It's time to shack her
and move on.
Relevant Facts
Indiegogo awareness is about 80% of Fundraising Meeting Terms Has 3 to 9 Benefits
Benefits are rewards, encouragements, and acts of appreciation that you can build to help
yourself to get more investors’ financing to promote your drives. Creating the right amount of
profit alternatives, with different contribution rates, is one of the most important pace in building
a huge campaign. In fact, 90% of drives that goes pass its financial goal provide at least three
benefits.
Schell, and Rubin made their concept in 2007, under the name Project. The site was
precisely started at the S.F Festival in January 2009, with a focus on film estimates. In June
2011, MTV New Media contracted with Indiegogo to establish new content from site projects. In
Sep 2012, the company raised $ 1.6 m in sequence funding, led by Ventures. In February 2012,
 INDIEGOGO INC. 6

President Barack Obama’s Startup America joined hand with Indiegogo to provide shots for
businessmen in the U.S.
In May 2018, chief director David Mandelbrot resigned for his reasons. He was followed
by former Reddit product leader Andy Yang.
And Issues
Limited content and Interest
The following satisfied, activities, and benefits are not permitted on our website,
including any connected content outside of our website.

Gambling
 Lotteries and other forms of gambling
 Benefits or other unofficial rewards, such as lottery, competition, expressions, accidental
drawings etc.
Drugs and alcohol
Drugs or drug and alcohol tools cannot be marketed in the Campaign or given as a profit
Words (including nicknames), pictures or videos showing drugs, drug use or drug-related
things
Investment and Profit Sharing
Financial motivation, investment restores, Security providing (as defined in the Security
Act of 1932), or involvement in any profit giving.

Kickstater vs Indiegogo
Project Adjustment
First of all, Kickstarter has certain rules that you can be told to proceed, as employees
will themselves review whether you define follow with them or not. So there are four main rules
you need to know to:
Not the projects (Firm must have something to share),
No assistance,
You must be a movable product (you must have a practical version),
Funds cannot be changed equally.
Initially, Kickstarter was only available in the US, and then expanded its operations to
include. Currently, it is available in 23 countries: US, UK, Canada, Australia, New Zealand,
Netherlands, by knowing, we do not mean that foreign sponsors cannot support your drive. But
that you, as the creator, need to be in one of those 23 countries.
 INDIEGOGO INC. 7

 
Competitor Analysis (kickstarter)
Competitive Analysis
For running the successful crowd funding business, one must choose the correct and
efficient crowd funding company. The person should do an in-depth research of the crowd
company before contracting any project.
Now a days, competition has been increased in all the areas of field. One of the
competitor that compete the Indiegogo is “Kick starter”. Although both of these competitor are
running pretty well in the world, but there are several differences that one should aware have
before starting any project.
There are several other competitors that compete Indiegogo pretty well such as:
Kick starter
It is the largest and the most popular crowd funding platform. This platform helps the
musicians, filmmakers, directors, designers and other creators that want to convert their dreams
into reality.
CrowdRise
It is the most modern and new organized platform. It is used for charitable purposes. It is
the non-profitable organization used to raise and donate money all over the world.
Give forward
It is the premier platform for the individuals to get constant support. It helps the people
by donating them or sending them the meals, items, or donating money for fund raiser.
Key Differentiators
KICKSTARTER CROWDRISE GIVE FORWARD INDIEGOGO

Does not use for Use for charity Help through multiple Flexible funding
charitable purpose purposes only ways such as wish lists,
money, meals etc.

Focus on creating and No campaign Individual aid Helpful for both profit and
expanding with the deadlines non-profit organization
world

Funding model Use for creation of Broad uses

event
 INDIEGOGO INC. 8

Competitive Analysis of Indiegogo with respect to SWOT Analysis

Crow funding Strength weakness Opportunities Threats
platform

Kickstarter Reputation, Non-charitable, Selected for non- Many new players

activeness, easy to 60 days’ time profitable and entering the
discover related limit on project longer time span market looking to
projects, good fundraising, All or projects take a cut of Kick
project creation nothing funding starter’s market
flow, easy platform share
accountant

Crowdrise No time deadline, No updates Integrate and Competitors better

allow for section, minimal improve utilize design
charitable causes, storytelling, no storytelling, trends and story
transaction fee is extra perks search categories, connections
less, simple partnership with
non-profitable
organization

Give forward Low barrier, quick Narrow focus, Improve design , Doubt of
processes, no time All-or-nothing hierarchy and customer on
limit, help through funding, stressing searches for donating to the
multiple ways on individual fundraising pages unknown causes
person
 INDIEGOGO INC. 9

Indiegogo Flexible funding, Reputation, mix Improve Competitors have

charitable causes, quality projects discovery and carved out their
easy campaign suggestions, niches within the
structure, simple improve share and crowd funding
project creation capabilities, space
flow simplify update
sections

Analysis
Funding Models
There are two funding models of fixed and flexible.
Fixed Model
Here the company does not charge any amount in the campaign. The company do not charge
any fee here.
Flexible Model
Here the platform, charge the fee and there is extra charges in the campaigns. Indiegogo
uses both model for funding flexible and fixed. Although there is no differentiation in both but
the mostly campaigns are in flexible models.
Support Countries
The campaigns of Indiegogo is available in many countries like Sweden, UK, USA, China
and many others. The available countries have direct access with the payments and support.
Payment partner
It had an access with the PayPal for the payment but now has a payment partner with strips.
Strips is a speedy payment partner where you can easily transfer payment for anything. But the
drawback of strips is that it limited and restricted in some aspects according to other fintech
applications.
Marketing & Promotion
The marketing & promotion techniques of Indiegogo has quite different features
according to its competitors.
Google Analytics
Google Analytics is the standard tool for the Indiegogo when it takes it for the campaign
setup. It has an integration with the analytics built in some areas it’s not efficient in the working
 INDIEGOGO INC. 10

that’s why there is lack of customers’ support. On the contrary, its competitor has an efficient
integrated system which results in customers’ equity and preference.
Google AdWords Tracking
It is considered for the advertisements and promotion activities. Google AdWords is used for
tracking the advertisements. Indiegogo lets the customers to add their tracking code but its
competitors do not. This creates the easiness for customer to track his/her id.
Facebook Pixel
However, Facebook is the largest platform where you can easily have an access of crowd
funding. Indiegogo allows the pixels of Facebook but its competitors. Indiegogo has a
competitive advantage in its industry because of having access of social media platform and that
creates the customers’ preferences towards Indiegogo.
Tracking Links
Within the past years Indiegogo has a platform for tracking links where the customer can track
his/her link within the dashboard of platform. This marketing technique has created the extra
perk for the Indiegogo.
Promotional Opportunities
Indiegogo has 2 major promotional opportunities. it offers two opportunities; newsletter and
placement, homepage placement. These promotional efforts from Indiegogo can create a lot of
sales – more likely in the higher ranking.
Information of Product
At Indiegogo, you are allowed to make unique products while making your profits.
Supporters are able to choose different product preferences as they go through the exit process.
On the contrary, the competitor pf Indiegogo does not allow to make your own product. That’s
why the Indiegogo has good market capitalization and customer choice.
Post Campaign Funding
In Indiegogo, your campaign can be converted to an In Demand campaign where the duration
of the campaign and financial objectives no longer work - it actually turns your Indiegogo page
into a previous order page for your product.
At Kick starter, there is no element of funding after the campaign. Instead, kick starter lets
you add a button at the top of your Kick starter page called Spotlight. It is recommended that you
launch the Indiegogo in Demand campaign as soon as your Kick starter campaign ends and
direct your Kick starter Spotlight to your In Demand campaign. It is important to note that In
Demand raises their revenue from 5% to 8% if your campaign comes from Kick starter as a way
to inspire you to present Indiegogo.
Why Indiegogo is successful in the market
However the main reason of the successful of Indiegogo is because of its collaboration
with Facebook pixels and its competitor does not use this. It is analyzed that Indiegogo is
creating the customer trust by making the collaboration with the Facebook and other social
 INDIEGOGO INC. 11

media applications. Secret perks are not a new feature of Indiegogo but are still authentic to the
platform. Which lets you to create a "private" profit that is only visible when someone clicks on
a unique link created by Indiegogo. These are one of the main key success factors of Indiegogo.
The crowdfundinmg was measuired in the market where the both companies had been
analysed their starting camopaigns Normadic(kickstart) and Hogatlare(Indiegogo) where the
crowdfdunding was higher of indiegogo because of its more customer preferences.
Recommendation
Setting the right financial policy is linked to the risk or Success of crowd funding for
multiple organizations. There are two categories of negative effects of crowd funding:
1. The financial plan has not been met with the standards of the company, therefore
damaging the firm’s value
2. This drive leads to unfeasible expectations of the firm, which leads to set backs that
damage the company position setting a low funding policy is the solution for both of you
possible problems. Success is very likely and if this number is too small, the company can run
another drive using the power of former success
As Online Virtual fundraising is one of best most famous non-profit ways to make
money. Since most of the everyday operations take place on the internet, it is not shocking that
we have also seen an increase in the revenues of the firms.
According to a recent study, online virtual fundraising increased by 15% in 2019 and
increased sharply, while monthly online donations increased by 24%. With the discharge of
online fundraising and the huge change in digital funds for the first time in digital funds, we
expect it to continue to grow until the future. And therefore I would suggest the company to use
the online virtual fundraising option, in which the company and the investors can connect online
on a portal and ensure that their payments are safe and secure.
Perhaps the public-service organizations has not yet started an online fundraising
program. But with the start of the pandemic of COVID you as the firm have to start business
online. In any case, it's time to revise on your peek fundraising notices and look for online
fundraising ways that they can use to attract investors to give funds to your company.
Donation Match Drive
Build on that one-day concept of email income for the firm or a major donor and
promoting the idea in his/her email drives. Donors like to know that their money is protected and
should not be told to someone else.
The same ways are a best way to grow investment t during the drive. If you notice that
the investment are beginning to decrease during the day, try to present the same idea to keep the
excitement and energy get going. The company can promote the idea on all your regular social
platforms whether it be a social media (Facebook), email, or newsletter.
 INDIEGOGO INC. 12

Appendix

crowdFunding

Nomadic

Högatlare

$0 $50,000 $100,000 $150,000 $200,000 $250,000

crowdfunding
INDIEGOGO INC. 13