Start your campaign right, with a thought-through campaign page.
Once you have chosen the right equity crowdfunding platform that suits your needs, it’s time to turn your attention to the campaign page. This page will be the face of your crowdfunding campaign throughout the fundraising period. So it’s important to spend the time to make it simple, informative, and to the point.
A campaign page most always includes a video pitch. The video is a crucial part of the campaign and needs to have a good amount of time invested in it. We will talk about creating a good video pitch in the next article and focus on the written part of the campaign page in this one.
Creating a good campaign page
A good campaign page should pique the interest of the reader and be relevant. You should also bear in mind that your campaign page will be viewed on different devices and a text-heavy screen can be overwhelming which is a huge turn-off for investors, especially when reading on mobile.
Keep your campaign simple and to the point.
A good campaign page, like any good story, should be easy to read. Therefore, try to keep things concise — use bullet points and short sentences wherever possible. Create “speed bumps” in your copy by highlighting key points in bold. This forces the reader to take note of these points and provides breaks in your copy for people who are scanning your page.
What does a campaign page include?
Campaign page structures vary from platform to platform but the key elements of it are quite similar. We’ll use Funderbeam’s campaign page structure as an example.
When you submit your business idea to Funderbeam, you will be directed to a questionnaire which will form the basis of your campaign page. Don’t worry, this won’t be the final page for your campaign. It is for our team to analyse your business and your suitability for the platform.
Make sure you keep in mind referencing (more on this below) your campaign’s claims. This ensures that your pitch is an accurate and fair representation of your business and does not mislead investors in any way.
The structure of the campaign page includes the following sections:
Describe the problem your startup is solving. Why is it a problem and who has it? Tell a story about why the current solutions aren’t good enough and why do the potential customers need a new and better solution.
This section focuses on explaining how your startup has solved the problem mentioned before. Talk about your product/service, how it works and creates value for the users. If there are already other solutions on the market, mention how yours is different and how your customers can benefit from it.
The market section is your chance to explain why your solution has potential. Who is your solution intended for and how many people have the need for it? Bring in the numbers and industry analyses.
To show your investor that there is a real need out there, you need to show some traction. This means you should include all evidence you have so far that people are interested in using your solution. This can be data about your sales, the number of customers/users, or even engagement and website traffic.
Introduce your team to the readers. How many people do you have in the team and who are the founders? Talk about the competencies you have in the company and the background of the key players.
It’s important to let the readers know about the competitive landscape in your business. Who are your main competitors and why are you different? If you don’t have direct competitors, talk about the indirect competition and alternative options. What is your competitive advantage?
If you have raised funds before, start out by mentioning that. Then explain why you are raising funding now and what do you plan to use it for. Which milestones will you achieve with the capital you are currently raising?
In this section, you should explain the ways your investors can cash out of their investments. List the possible exit scenarios or your planned exit strategies. Bringing in examples from similar companies who have made an exit is a good idea.
Investors need to know the possible risks of your business before they invest. If your company does not exist in 18 months, what would be the reason? List the possible risks and reasonable courses of action that you can take to address them.
To really resonate with your audience, you need to understand each part from the investors’ perspective. If you don’t already know, then you can achieve this perspective in our “How To Invest” series. Find it here.
What is fact checking and why is it important?
While working on your campaign page content and also other types of content such as your slide deck or video, don’t forget about checking your facts. It is a process of vetting your campaign claims to ensure that they everything you are claiming in your pitch is true, fair, and not misleading.
For every fact you present on your campaign page or in the supporting documents such as your slide deck and video, you need to show some evidence of that fact being true.
For example, if you claim that your market is a certain size you will need to provide evidence of where you obtained that market size information, such as in an independent report.
The same is true for any traction you are claiming to have achieved to date, such as customers you have acquired or press coverage.
The easiest way to handle fact checking is to keep this process at the forefront of your mind as you create your campaign page. You can do this by simply creating a separate folder on your computer and dropping all of your evidence or links to your evidence into your folder as you go.