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As shown by that Knog bell on the front page*.
Established company, presumably fairly successful given their longevity, with established manufacturing and distribution channels, goes to Kickstarter for new product development.
Why?
Lack of funds themselves? No desire to use regular financial channels? Easier PR for their new product?
* I happen to think that looks an excellent product, by the way.
Hipness
* and I agree
Great PR, agree the bell looks great, but will wait till they're in the shops tbh.
Does it matter why? I don't see it as "crowdfunding" any more than selling stuff in a shop is "crowdfunding": it's just selling stuff, with the added benefit of a threshold level of demand which ensures that if there's insufficient market for the product then the risk of tooling investment etc can be avoided.
Why?
Lack of funds themselves? No desire to use regular financial channels? Easier PR for their new product?
https://www.brewdog.com/lowdown/blog/equity-for-punks-smashes-10m-mark
Equity for Punks IV has now passed the £10m mark – a ground-breaking figure for equity crowdfunding. According to Marke****ch, the previous high for an equity crowdfunded project in the world totalled $6m raised – so we have let fly a wrecking ball in that direction, to the tune of over double the amount. So make that two wrecking balls. And we are not finished yet.
For these guys, it's free advertising, fits their image of 2 fingers to the establishment and lets them set their own agenda.
For someone like knog it probably means they can do advertising and all the rest cheaply with everyone picking up on the story and it going viral. Start production with a guaranteed number of orders and therefore have more security going forward.
Free publicity is a big reason to do so.
Come on CFH if you are raising money why not ? Crowd Funding is pretty economically appealing - a commercial lendsr (factoring provider) would want better terms, private equity / vc want a lot more. Crowd Funding is cheap, no advisors to pay either.