Insider.co.uk | By Philip Gates | Apr 23, 2018

Crowdfunding is a rapidly growing way to raise much-needed capital for businesses. But how can you make one eye-catching enough to attract investors? John Auckland of crowdfunding communications agency TribeFirst outlines the dos and don'ts

Equity crowdfunding campaigns - such as Drink Baotic - are all about attracting and engaging investors. So what exactly are investors looking for? What makes the difference in their decision to invest or not?

Retail investors versus sophisticated investors

You can categorise investors into two types: retail and sophisticated.

Retail investors are investing more emotionally. Sophisticated investors typically invest more than retail investors, but the amount they invest doesn’t necessarily reflect their level of sophistication.

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While it’s definitely more a spectrum than two clear camps, there are some common identifying features:

● Retail investor goes with gut decision/Sophisticated investors have an appraisal process.

● Retail investors make their decisions based on emotional attachment/Sophisticated investors made decisions based on rational attachment.

● Retail investors will typically look for pros/Sophisticated investors are looking for cons.

● Retail investors = heart first/Sophisticated investors = head first

● Retail investors are gambling with disposable income/Sophisticated investors view crowdfunding as one of the riskier assets in their portfolio.

● Retail investors want to be part of a journey/Sophisticated investors are investing to make a return.

Some critics of crowdfunding have claimed that retail investors shouldn’t exist at all. I find this view patronising.

Firstly, as long as you are aware of the risks, then it’s your money to do with as you will. Secondly, I have seen many well-managed and institutionally-funded companies still go on to fail.

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Risk exists everywhere. But is it any less noble to invest in something because you believe in the idea, rather than investing simply to make a profit?

And the crowd has proven it has greater foresight than you’d think. The data suggests the crowd is often as good at predicting the future success of a company as professional analysts.

It’s not surprising, really. The crowd is representative of the market.

What can you do to stand out to both retail AND sophisticated?

So what can you do to appeal to both kinds of investors.

Assuming your company is in a healthy state, organise a consumer marketing and PR campaign to hit at the same time as your crowdfunding campaign.

You’ll be able to update investors with your progress in real time. Having a buzz about your company during your raise will drive retail investors to your campaign and give sophisticated investors confidence.

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What will turn investors off?

There are some things that you need to avoid entirely, including:

● Not answering questions openly on the public forum.

● Not including a financial model.

● Not making yourself available during the campaign.

● Not doing your homework.

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