3.1. Benefits
One of the top reasons entrepreneurs decide to launch a CF campaign is the difficulty in accessing funding for their project, as traditional sources of fundraising (such as own savings, family and friends, debt, business angels or venture capital) have failed to respond to the needs of young entrepreneurs. In CF, the entrepreneur could appeal online to a large number of potential investors (backers) to provide a small amount of money to support the project. Indeed, the empirical literature argues that the motives of crowdfunders are different from those of traditional fundraisers, as the formers are not just driven by financial gains (
Yu et al. 2017). For instance, the potential backers of a CF campaign typically do not have the financial expertise that allows them to assess if the project to be funded will provide a financial gain or not. Further, funders are likely to support the project through small contributions if they identify with the project and are willing to provide the social proof of the concept (
De Buysere et al. 2012). Thus, crowdfunders’ and crowdfundees’ behaviors are led by mixed motives that encompass both rational and emotional incentives. As mentioned by
De Buysere et al. (
2012, p. 9) “profit maximization as a goal is rare in crowdfunding, for now”.
From the perspective of backers, the motives to participate in a CF campaign vary among the four crowdfunding models (
Cruz 2017). In donation-based CF, empirical evidence suggests that contributions are driven by altruism, but not reciprocity (
Burtch et al. 2013). The authors found that altruism is frequently associated with crowding out of donations, and the number of previous donations would reduce the likelihood of new donations. In contrast, reciprocity implies that newcomers will try to match the efforts of past donors (
Burtch et al. 2013).
In social peer-to-peer lending (a mix between donation-based and lending-based crowdfunding)
Allison et al. (
2013) and
Chemin and De Laat (
2013) show that contributors’ behavior does not reflect profit-maximizing decisions, implying the presence of pro-social motivations.
In reward-based crowdfunding, motivation tends to be mixed between the desire for special gifts, perceptions of the quality of the project and the viability of the idea posted on the website.
Kuppuswamy and Bayus (
2017) studied sequential donations on Kickstarter and suggested that the participation of the backers increases with the perception that the financial support will help the project owner.
Gerber et al. (
2012) used a qualitative approach to grasp the funders’ motivations and found that “being part” of the project is one of the reasons most often mentioned by interviewees. In line with academic studies, a survey performed among users of a Brazilian crowdfunding platform corroborates these findings, placing the first motivation to contribute as “identifying with the project”, followed by “trusting the project owner’s potential” and “the project’s quality” (
Cruz 2017, p. 39).
Cecere et al. (
2017) performed a survey with supporters of a French reward-based CF platform and also found that pro-social motivations explain the participation in campaigns.
Less empirical academic research exists on lending- and equity-based crowdfunding. Two surveys aiming at lending-based crowdfunding in the UK show, unsurprisingly, that “making financial returns” and “diversifying the portfolio” are the main reasons to participate in peer-to-peer lending in general. The reasons to lend to a particular company include “financial track record”, “customer and market potential”, and “personal expertise in the industry that the company operates” (Cruz 2017:39/40).
Comparing to other fundraising sources, CF offers some additional flexibility, and it is a less risky financial tool, since in most of the CF modalities there is no place for a financial commitment related to repayments and interest rate instalments. The only exception is lending CF, although the interest rate charged is usually lower than those applied by banks or other financial institutions.
In the decision-making process of financing a venture, CF can be combined with other financial sources, during or at different stages of the entrepreneurial process. As mentioned by
De Buysere et al. (
2012, p. 19), CF “can be used before and as a supplement for government support funds, business angels and bank loans, whilst enabling entrepreneurs either to grow their business organically or to scale the business fast through equity investment to make it attractive for early-stage venture capital fund”. For instance, CF helps to “de-risk pre-seed to later-stage investments before committing funds, while providing input as to demand, pricing and validity of the business at the same time” (
De Buysere et al. 2012, p. 19).
For these reasons, CF could be especially useful for young entrepreneurs at the early stage of new projects, since it helps to compensate for the financial shortage that startups typically face, enhances fund diversification, and multiplies the sources of funding (
Hommerová 2020).
Additional reasons are that CF is simple, faster and less bureaucratic than to secure loans from banks. It is simple because the managers of the platform make an analysis based on the credibility of the project and the promoter. It is faster because the period between the call and the money available is selected by the entrepreneur (duration of the campaign). It is less bureaucratic because there are few administrative documents to be filled in and no collateral warranties required (
Mollick 2014).
As stated by
D’Ambrosio and Gianfrate (
2016, p. 7), “founders just need to provide a description of their project and can rely on millions of potential investors (whereas, in the case of venture capital, some more formal and structured reports are required, such as a business plan, and founders can rely only on a few venture capital firms located in the area), and funders can easily pledge whatever amount they want through their credit cards and from any region of the world”.
Further, CF could also bring more flexibility to entrepreneurs, since it allows them to avoid the control imposed by a shareholder (such as by business angels or venture capital) that equity involves (such as business angels or venture capital) or the fixed payment charged by debt (
André et al. 2017). However, it should be mentioned that some CF types also involve profit sharing (equity CF) or interest payments (lending CF).
Additionally, the display of the project on a CF platform can increase the value perceived by the market, facilitating access to another kind of investors. As argued by
D’Ambrosio and Gianfrate (
2016, p. 8), “crowdfunding mainly serves as a first step for the provision of seed capital to start-ups, signaling new ventures as potential good long-term investments and enhancing venture capital investments in further rounds of financing”. Thus, according to the author, it makes sense that CF can be used as a blended strategy by young entrepreneurs to: (i) obtain seed capital and (ii) gain access to other funding sources, such as venture capital, which could deliver other important assets such as additional resources, services, and competencies that crowdfunders are not able to acquire by themselves. Thus, as
D’Ambrosio and Gianfrate (
2016) point out, since CF has some shortages regarding the provision of other kinds of competencies to entrepreneurs, it should never be substituted by other more conventional entrepreneurial financial tools, but rather be used in a complementary way.
Moreover, the academic literature has highlighted other important benefits of CF, such as a market research and marketing mechanism to obtain validation by the potential consumer of new product features, the evaluation of pricing policies for the new product, estimation of the demand, pre-sales of products, customer feedback and electronic word-of-mouth (
De Buysere et al. 2012). Indeed, the launch of new products or services always has represented a risk for the nascent entrepreneur. The collection of data from the market and the examination of the consumers’ willingness to pay for a product or service provide valuable feedback for entrepreneurs and potential investors. For instance, in the reward-based CF, the investor is simultaneously a potential consumer that is available for a consumption experience and a backer for the project, as the amount of the investor’s contribution is associated with the reward given by the entrepreneur, which could reveal their evaluation of the product or service (
Agrawal et al. 2015;
Giudici et al. 2017).
Cruz (
2017) show that when entrepreneurs fail to reach their target but receive a positive signal from the “crowd” about their idea, their likelihood of commercializing the product in a marketplace increases.
Thus, the use of CF allows young entrepreneurs not only to acquire money, but also other types of resources, such as: (i) ideas of the potential customers/funders about the product (
Baumgardner et al. 2017;
Joshi 2018) and (ii) feedback about different issues, such as product features, design, price strategy, channels or demographics of potential customers. Indeed, as stated by
De Buysere et al. (
2012, p. 13) CF is a “space for co-creation and the involvement of the end-user in the product definition”, as well as an instrument for collecting “precise information about market demands”.
CF can also be regarded as a channel to implement a marketing communications campaign that, from the very beginning, helps to promote the idea behind the project. Moreover, it can be used as the starting point to trigger word-of-mouth and other social media activities fostering direct customer interaction and strengthen consumers’ emotional connection with the project (
Hommerová 2020). This kind of feedback provided by CF is much richer than what can be achieved through close friends and relatives, or people living nearby (
André et al. 2017).
Finally, another benefit that has been recognized to CF is its democratic nature, eliminating the geographical constraints in which some projects are involved (
André et al. 2017). The proximity of the entrepreneurs to an urban area is frequently related to a higher probability of attracting funds from venture capital companies (
De Buysere et al. 2012). However, as CF made use of new digital technologies, the people from different parts of a country or even the world are allowed to come together and help finance a project, reducing the regional isolation of the entrepreneur that lives in more peripheral regions. Hence, CF could be used by entrepreneurs regardless of the location of the business, specifically those located in inhospitable regions, where venture capital financing is even more scant.
3.2. Barriers
Despite the huge benefits that CF can provide, it also entails some barriers that may deter potential young entrepreneurs from making use of this mechanism for financing entrepreneurial projects. The first barrier is time, as online fundraising campaigns require performing a set of managerial tasks. For instance, to put a project in the Indiegogo platform, the entrepreneur has to understand the requirements of the platform, plan and make a video pitch, set a goal (flexible or fixed funding), decide the campaign length and add links to social media (Facebook, Twitter, etc.), among other tasks. According to
Cruz (
2017), this could be a very time-consuming venture that represents a “full-time job”.
Other major concerns are related to the need to publicly display the project to the general public. To be able to attract the interest, credence and confidence of potential investors, convincing them to provide funds for a given project, entrepreneurs need to exhibit public detailed information about the project. However, the transparency of the information displayed about the project increases the risk of copying, especially for projects in the commercial entrepreneurship domain, imitation of which might reduce or eliminate their competitive advantage (
Hommerová 2020). Even so, some authors think that the improvements that can be derived from the feedback obtained from the market (potential consumers) more than compensate for the commercial risk of losing confidentiality.
Another problem is information asymmetry, which could hinder the interaction between entrepreneurs and investors in a CF platform. Information asymmetry describes a situation in which an entrepreneur that puts a project on a CF platform holds quantitatively or qualitatively more information than the potential investors. The information asymmetry derives from the disadvantageous position that the crowdfunder (investor) has about the crowdfundee (entrepreneur), which could lead to the risk of moral hazard (such as fraud) and deter some people from putting their money into a given project (
André et al. 2017). As stated by
Hommerová (
2020), in CF, the distribution of risk is especially unfavorable to the investor compared to entrepreneurs asking for funding. In line with this argument, the
European Commission (
2015, p. 22), stress that an intrinsic characteristic of CF is information asymmetry, which refers to “investors lacking information about the risks and/or expected returns of their investments”. These risks result from the fact that “investors are likely to be less informed than entrepreneurs or borrowers about the quality of the project” (
European Commission 2015, p. 25).
To signal the quality of the project, entrepreneurs display detailed information about the project, previous experience from past ventures, the number of contributors who have already participated (backers), and the number of interactions between participants (e.g., updates), among other elements (e.g., quality of the video pitch).
Displaying the number of previous business ventures on the platform is a symptom of the reliability of the entrepreneur’s background and could enhance trust among potential investors compared to entrepreneurs who have not been active before. Previous research found that founders with a high number of successful project campaigns are more successful in subsequent projects (
Courtney et al. 2017;
Zhou et al. 2018;
Janku and Kucerova 2018;
Koch and Siering 2015,
2019).
The number of backers (investors) supporting the project is not equal among projects. As this information is available to the public, many future investors tend to associate a higher number of backers with higher quality of the project. This is so-called herding behavior, which is a “rational” way for people to reduce their own risk in the face of uncertainty about the proposed new venture posted on the platform (
Kuppuswamy and Bayus 2017). According to
Paschen (
2017, p. 184) the herd behavior “is the tendency for individuals to mimic the actions of a larger group (…) [and] may be caused by the social pressure of conformity or by the common rationale that it is unlikely such a large group could be wrong”. Since crowdfunders are not professional investors and probably do not have the appropriate skills for evaluating the risks involved in each project, “most lenders tend to follow herding behavior and consequently finance loans with high number of bidders” (
Mezei 2018, p. 1367). This herding behavior describes, according to
Lee and Leem (
2011, p. 495), “many social and economic situations in which an individual’s decision-making is highly influenced by the decisions of others”. Thus, according to
Cruz (
2018), the aggregate amount collected in a campaign could signal the valuation made by investors (how much the crowd appreciates the project) and reveal the project’s potential that is unveiled by the crowd.
Other quality signals can be delivered by the entrepreneur, such as added updates to the project. According to
Cho and Kim (
2017, p. 313) “to be successful in crowdfunding, continuous communication between the people who participate in a project is necessary”. Therefore, the updates to the project are useful as the description of the project is prepared at the beginning or early stage of the process. After that, the funders are interested in obtaining more information about the status of the project, indications of preliminary results and reports on problems with the delivery of the outcomes of the project. In a review of the literature of empirical studies,
Kuppuswamy and Bayus (
2017), as well as
Mollick (
2014), conclude that project funding success is related to the number of updates. Other studies (
Block et al. 2018) find that posting an update has a significant positive effect on the number of investments by the crowd and the investment amount collected by the start-up. The quality and length of the video, text without grammatical errors, and more words to explain the project are also associated with a higher probability of success (
Mollick 2014).
The feedback of potential customers, which was considered a benefit for entrepreneurs, can also be a disadvantage if negative inputs affect the course of action of the strategy initially defined by the entrepreneur to the project (
Hommerová 2020).