Electronics firms would do well to consider Kickstarter as both a means of fundraising and of developing B2B electronics content marketing.
Kickstarter is an internet-based investment platform by which projects may appeal for small amounts of funding from many, typically thousands, of people. This crowdfunding option prohibits any exchange of equity, instead rewards are offered to so-called microinvestors, a unit or production credit or any number of other incentives. Projects set a funding goal and a deadline. If the goal is reached by the deadline then the project goes ahead, if not pledged investors don’t pay anything. Since its launch in 2009, 6.4 million people have pledged $1 billion, funding 63,000 creative projects. Kickstarter exemplifies a new style of fundraising and one of the great commercial paradigm shifts of the digital age. It is a way of realising a product by accessing a distributed niche of people willing to make a small investment and essentially purchase something off-plan. It is – like so much enabled by the mass communication potential of the internet – a democratisation of processes thusly controlled by corporate hegemony.