Marketing Plan for Crowdinvesting Platform

Target Customer

The main target market for crowdinvesting platform Reachers is the entrepreneurs over 18 years old, who are searching for funds to start their company. At the moment, over 30 established individuals and organizations search for additional finances through the crowdinvesting platform. The number is likely to increase as a result of the current startup growth in the market. The target entrepreneurs encounter the need for Swiss investors. Additionally, the target investors for Reachers include businesspersons and company that have interest in investing their money into new projects. They should possess the required amount of money and share interest in the type of project. The two target groups of customers will be mainly reached via Facebook and other media channels that are frequently visited by the Swiss people (Salomon, 2015).

 
 

Unique Selling Proposition (USP), Pricing and Offers

The objective of Reachers is to attain a long-lasting business relationship with the entrepreneurs and the investors. To achieve the stated objective, the services of Reachers should be different from other crowdinvesting platforms in Geneva. The important factor is that Switzerland is the home to crowdinvesting; therefore, Reachers has gained vast experience in the business operations. The company is famous for giving the appropriate attention to every project. The workers complete an extensive research on a project to have full information and assumptions about its future before involving a potential investor. Also, to remain the best company in the market, the current project aims to analyze other proposition of competitive organizations. For example, Raizers has a very poor communication and support system, which puts Reachers in preferred position (Grabner, 2015). Reachers have a 365/24/7 online support system that ensures that the customers are served within the shortest time. Besides, the support system is available in different languages due to the presences of foreign investors from Germany and France, for example.

One of the main USP strategies of Reachers is dropping the investment vouchers to CHF 1000. On the one hand, the strategic move is likely to attract a big number of potential investors. On the other hand, more projects will receive funding to kick off. Another USP is that Reachers takes the smallest commission in comparison to other companies in Switzerland. Besides, investors are also provided with the relevant information about the entrepreneur and the project to make the informed decision (Aschenbeck-Florange, 2015).

Investor engagement is the root of the Unique Selling Proposition (USP) of Reacher. Active engagement with the investor community is the crucial element of running a successful crowdinvesting marketing plan. The engagement involves three stages: planning, the period of the campaign, and past-campaign activities. Prosperous entrepreneurs are available on the Internet. Thus, they can be approached through diverse social media platforms and reply to any questions presented by the potential investors in a prompt manner. An effective communication strategy is only operational when the corporations adapt the aspect of transparency. The crowdinvesting firm provides an entrepreneur and an investor with fresh information regarding the projects. An extensive research shows that crowdinvestors are extremely sensitive to the entrepreneurs contact with the public. For instance, the eminence of a response to a query that has been posted in the discussion forum should be a crucial factor in the strategy. Therefore, the appropriate and effective approaches for uninterrupted engagement with investors in the post-investment communication are crucial (Hagedorn & Pinkwart, 2013). Recent research notes that the objective of the entrepreneurial procedure is a major motivation for several existing and upcoming crowdinvestors in Switzerland. Managing opportunities, inquiring for response as well as weighing on the abilities of the crowd are the strategies that increase the business worth. It is important to pay attention and respond to the feedback. The reason is that capitalists ought to think through all the possible suggestions, debate them in a group, and reply to investors in the most accurate manner. The act of inviting investors to the entrepreneurial procedure is the core competency of Reachers. However, entrepreneurs must stay true to their vision, despite the discussions. At Reachers, the management does not neglect the significance of investor relationships as the problem ultimately worsens the prospects of attaining the funding objective. Moreover, it escalates the risk of facing discouragement in investors post-transaction communication. Besides, Reachers takes the smallest commission from a project in comparison with the competitors, at a rate of 5% only (Dragonetti & Weiss, 2016).

Marketing Materials

Since the analyzed project is an online business, most of the target customers are likely to be on the social platforms such as Facebook, Twitter, YouTube, well-known blogs, etc. Therefore, the best marketing strategy should include short video clips. In crowdinvesting, the Internet mode of reaching the target customers is the most effective way of marketing. Video materials are effective in providing the investor with the relevant information about a specific project via the visual content. The video materials should have strong nature of capturing a persons attention. Most investors are attracted by interactive videos. Thus, the visuals are the first entry material in the evaluation of the advantages and the value of the investment prospect.

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Our Advantages

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The video is a summary of the main ideas of the business plan. The entrepreneur presents the info in an appealing method. The approach persuades the investor to attain a basic outline to the business project. Moreover, the video assists the potential investor to acquire an awareness of the people behind the business idea. In Switzerland, the competitors of Reachers use the videos as the main marketing tool. The video presents the idea in an appealing manner; thus, it is easier to convince an investor via a visual aid in comparison to written information. A short clip can make the investor believe in the team or have doubts. A video does not necessarily provide details regarding the capitalist, but it can generate an appeal for the entrepreneur, his/her dedication and confidence in the offer. If the entrepreneur is confident, then the investor has no doubts risking their money to finance the project. The video as a marketing tool is viewed as a virtual arena to prospective investors comparable to the actual environment the business person has to undergo when searching for funds. Thus, entrepreneurs are supposed to have the understanding of their target audience and possess the skills of presenting their business idea in a comprehensive and engaging manner. The all-encompassing significance of the video is a result of the online-based existence of crowdinvesting and the absence of face-to-face interaction amid the entrepreneur and investors. As an alternative of reading the extensive business plans, most investors base their decisions to fund exclusively on the content and eminence of the video material (Kletzsch, 2013).

Promotions Strategy

The crowdinvesting campaign needs an effective promotion strategy for Reachers to be successful. The approach must seek to reach as many potential investors as possible. The process of promotion requires a lot of work through various channels. Thus, the efforts of the firm should be coordinated. One of the best operative promotion approaches entails developing a plan by structuring the campaign in three different stages:

  1. Appeal to visitors is achieved through the social media to attract people to learn the content of various projects.
  2. Transforming the visitors into supporters is completed through the use of the appropriate content and factual rewards to convince users to take action.
  3. Transfiguring supporters into investors requires a comprehensive approach, as the supporters often show interests of various projects to eventually invest in them (European Commission & SpaceTec Capital Partners Gmb, 2014).

Irrespective of how well defined a promotion strategy for crowdinvesting is, it requires a lot of effort, dedication, and patience. Thus, Reacher ought to search for different ways of making promotion as efficient as possible. Thus, the firm shall rely on a team or a supporter that can be assigned various tasks. Additionally, setting up numerous automated systems should be in place to ensure smooth transactions. The systems will save time and let the promotion team to concentrate on more valuable elements of the process of promoting the services (Scheidegger & Weiss, 2016).

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The promotion strategy through social media platforms by Reachers is different from its competitors. The nature of crowdinvesting industry requires a different approach. Currently, social media is one of the most influential factors in crowdinvesting. Reachers should activate the widespread social media grasp to assist spreading the word about the projects. There are over 11,000 Twitter followers as well as 13,000 Facebook fans; moreover, the figures continue growing every day. Reachers should maximize on Facebook and Twitter, which are the two platforms with the biggest prospective audience. Also, it is available for free, which cuts the marketing expense. With the increasing popularity of crowdinvesting business in Switzerland, entrepreneurs and investors are in search of the current update on the upcoming projects. The budgeted cost for the social sites Facebook, Instagram, Youtube, Twitter, and GoogleAds is listed in the table below.

 

Feb

march

April

May

June

July

Aug

Sep

Oct

Nov

Dec

total

Facebook

620

930

930

1240

1240

1240

1240

1240

1240

1240

1240

12400

Twitter

400

500

600

600

700

800

900

900

900

1000

1000

8300

Instagram

300

400

450

450

500

500

500

500

500

500

600

5300

Youtube

100

100

150

200

200

250

250

250

250

300

300

2350

Google ads

300

350

400

450

500

500

600

700

800

900

900

5950

Table 1. Expenses on the Social Media Advertising

Online Marketing Strategy

Management of the social media marketing can be an easy process with the help Hootsuite. It is a social media tool that lets the user to connect all the social accounts and control the process of messaging from a single site. As a result, messages can be scheduled in advance; also, the manager can reply to all questions from the site. The technology is effective as it saves time and allows the user to give feedbacks in a timely manner.

Conversion Strategy

The strategy is applied to almost all online business plans. The objective of the conversion strategy is to increase the social proof. Previous clients, who have used the services of the company, provide their testimonies and share the experience. The segment should also include accounts of some unsatisfied customers to avoid bias. The conversion approach increases the trust among new users. They are hopeful that their experience with the company will also result to positive testimonies (Gierczak, 2016). The pie chart represents a prospect of the percentage of customers accumulated by Reachers Company in Geneva, Switzerland in a span of 5 years in comparison to its competitors.

  • 59% Reachers Company
  • 23% Bee Invested
  • 10%, Swiss-Crowd
  • 8% Investiere

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