Every few days, someone messages me on a new and great crowd funding campaign.
Generally, this comes in the form of sharing a video – a video that makes many grandiose promises if I only donate a few bucks to the cause. As a few of these campaigns have raised crazy amounts of cash, it seems that they are becoming more popular. Throw a coin at any “Make” fair, and see what I mean.
Now, this may be common sense, but I’d like to share my general way of looking at these crowd-funding campaigns in the hope that I won’t have to deal with people finding me a “Kill-Joy” when the next “big thing” comes along.
Questions I ask when seeing a campaign
What’s in it for me?
If I donate money to your cause, am I preordering a product, or buying a t-shirt that says “I liked it before it was cool”?
Pinonccio – $49 donation gets me a prototype
While kickstarter won’t run them, other crowd funding sites will host “get a t-shirt” with donation campaigns. If you donate to these, you’ll get a t-shirt, but don’t plan on that t-shirt being anything more than a statement that you can easily be separated from you money.
Why hasn’t this been done before and how is it different?
Let’s say I run across a campaign for creating a garden time-lapse camera system. All I get until the $250 is a thank you and a t-shirt.
At this point, the campaign has satisfied the “something in it for me” angle. There is a real product, and I’m at least somewhat interested. But, is that product out there already?
A quick search on amazon shows me that producers of garden cameras do exist. And, a few of them are substantially cheaper than the $250 this campaign will cost me for one. Does this product provide something new? I may simply not like the company that provides the competing product. Maybe that company hasn’t listened to customer feedback. Perhaps there is a specialized feature I want. Or, maybe I’m just feeling generous.
If the product hasn’t been done – why not? Is there something fundamentally flawed with the idea? It’s possible that this particular product fits a very small niche, and that the only way of seeing it released is a crowd funded campaign. Or, maybe this product has no real hope for success as the design itself has serious flaws.
Does the group have the expertise to pull the product off?
So, now we have agreed that they have enough of a “hook” for me to bite. At this point, the question becomes, can they make it happen?
Let’s say the campaign is for a desktop Fusion power generator, suitable for fitting into my flying car.
Does the group include a physicist? If not, do they have a good one on standby? If not, would anyone in the group have any way of knowing a good physicist? If not, has the group provided any evidence that they can solve the whole “fusion” part of the problem?
Is there any evidence suggesting that other companies have looked into this problem? Are there solutions out on the market now?
If the group lacks the expertise to build the idea, what are they bringing to the table?
Building a product takes more than having a bad comb over and the ability to shout “your fired”. If the group is going to pay to have the actual development done, have they shown a reasonable budget and plan for doing so?
In the case of a desktop Fusion generator, the evidence would need to be overwhelming before I’d even consider a donation. In fact, I’m not sure anything would convince me it wasn’t a scam. Extremely innovative products tend to have large money backing quickly. Large enough that crowd funding wouldn’t be talked about.
Returning to the Garden Camera, I’d probably look for a meaningful prototype, a good product manager with a gardening background, or simply some good engineers. The technology is known, and I wouldn’t need to worry about development of specialized high technology.
Are they over promising?
If I see a video of something so truly beyond the state of the art to be amazing, the question becomes, how is it real?
If a video advertises some whizz bang Artificial Intelligence, is there research that shows something is possible. For anything computerized, just imagine that instead of the ideal computer shown in the video – it’s your cell phone. How would your cell phone do at the tasks shown? If they are doing similar tasks with significantly better ability – how are they accomplishing it?
Or, are they just lying?
Very talented people are working on lots of the ‘space age’ devices we want to see. Every day. If those devices don’t exist yet, it may be for a reason. Just remember the ‘pet robots’ in the 90s. Yeah, they are cool, but they weren’t R2D2.
Does the group have a valid business plan? Do I care if they vanish?
Let’s say that I really hate the companies producing the garden cameras, and want to donate to this new garden camera company. Does this group demonstrate that my donation will help create a sustainable competitor?
If not, will I care that I’ve purchased a one-off product? In a year, how much will I care if the product breaks?
Perhaps I’m happy that I’ll get my garden camera and can worry about the same problem again later, if need be. That’s a perfectly good answer, but one I should be aware of.
Responding to a Campaign
I’ll generally ignore campaigns that I come across, unless either poked or prodded about it directly.
If so, I’ll walk through these questions until I hit a reason not to donate, and if I hit that reason, I’ll try to let whoever know why I’m not. If the campaign has gone “viral” and I think other people might donate, I might be more proactive about criticism. And, it’s also possible that I’ll share a campaign I’d want to see succeed.
If you share a campaign video, remember – you are sharing a request for money. Requesting money, in my book, removes much of your ability to complain when someone tells you where to go. Manipulative videos may insist that criticism is fighting against a greater good.
We enjoy the right to ask the public for money. In return, the public may criticize that request. Don’t like it? Build the product first using traditional means. And remember, if you are sharing a funding request, then realize the social dynamic of seeking contributions.
Saying Yes can be a Bad Thing
I watched closely as the Diaspora project got going. For those unfamiliar with the campaign, it was one of the first kickstarter campaigns to go viral. Earning $200,000+ in very little time.
Any experienced engineer watching would have smelled trouble. The grand yet completely undefined scope of the project. The lack of real requirements. The lack of any experienced or skilled developers. The poor choices of technology, showing blatant ignorance of the current challenges of competitors trying to do the exact same thing.
In the end, the group of students working this project put themselves through some very rough times. It’s impossible to say what might have happened if the product just fizzled out. And indeed, the tragedies associated with the project, may have happened anyway. Windfall earnings does weird things to a group and to friends. Still, I don’t think anyone could have predicted the eventual suicide of one of the initial members. I don’t think the success of the funding campaign can be directly blamed, but it definitely didn’t help.
Kickstarter does a lot of work to prefilter applicants and campaigns, and even there, people have found a real “bit” in terms of taxes and fees eating into the cash intended for development of a product.
A lot of campaigns fail, but that doesn’t mean the dream has to die. And many campaigns, on their second try, find and fix the errors with the first.
- Try to apply some common sense before sending random people on the internet your money.
- Asking someone for money gives them a right to ask why and determine if you deserve it.
- Giving someone money isn’t always helpful.
There’s a lot of cool kick starter projects out there. Fin and I have sent money to a few. We’ve gotten some cool stuff in return. Do your search before. And if somethings viral?
My experience with viral campaigns is that they are rotten. The cool ones I’ve found and funded tend to be more niche oriented. Though, sometimes, lots of people get onboard for a reason.