Download - Crowdfunding e Open Culture
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Crowdfunding e Open Culture
La nascita del movimento Open:
i nuovi modelli di business basati su
partecipazione, collaborazione e
trasparenza.
Paola Santoro
19/11/2014
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La Debolezza è potenza
e la Forza è Niente!*
Paola Santoro
Lecturer at LUISS University,
Communication and Social
Media Advisor, Copywriter,
Teacher and Trainer
Partner at Webside srl,
*A. Tarkovskij
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Non è bello ciò che bello, è bello ciò che ho!
yuppies - giovani di successo
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1978 - BBS (Bullettin Board System)- la condivisione delle
informazioni
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diffusione dei personal computer e della controcultura degli anni ‘80
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privacy editoria elettronica crittografia copyright
copylefttecnocrazia
censura e controllo delle informazioni
diritti telematici free software cyberpunk
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la tecnologia può abilitare un grosso
cambiamento sociale, economico e culturale
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Richard Stallman e la lotta al software proprietario
https://www.flickr.com/photos/martinbekkelund/3304409709/
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1983 - Nasce il Progetto GNU - condivisione e comunità
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1. Community
2. Condivsione
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1. Community
2. Condivsione
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1. Community
2. Condivsione
3. Accessibilità
4. Riuso
5. Ridistribuzione
6. Beneficio comune
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9 novembre 1989
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1991- CERN Ginevra - Tim Berners Lee, il papà del Web
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da strumento di chiusura e protezione ad apertura e
condivisione
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Il mondo sembra non avere più confini!
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UGC Users Generated Content:
democratizzazione della produzione di contenuti
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1. Community
2. Condivsione
3. Accessibilità
4. Riuso
5. Ridistribuzione
6. Beneficio comune
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1. Community
2. Condivsione
3. Accessibilità
4. Riuso
5. Ridistribuzione
6. Beneficio comune
7. Partecipazione
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2004: La folla è più intelligente della persona più intelligente che ne fa
parte.
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2008
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crowdsourcing
Affidare lo sviluppo di un progetto ad una massa di individui piuttosto che a pochi esperti qualificati, favorendo esperienze di collaborazioni di massa e distribuite.
L'evoluzione delle comunità on-line ha organizzato le persone in unità economicamente produttive generando valore economico per le imprese.
Il crowdsourcing attingendo direttamente alla “intelligenza collettiva della rete” ha aperto alle imprese nuovi modelli di business.
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nuovi metodi di consumo
condivisione di oggetti, luoghi di produzione
tecnologie umanizzate
libero accesso conviene rispetto alla
proprietà
Share
nuove forme di mobilitazione
connessione di utenti e informazioni più
efficienti
nuove forme di socializzazione
condivisione di competenze
condivisione di servizi e risorse
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Marta Mainieri Collaboriamo, Hoepli 2013
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1. Community
2. Condivisione
3. Accessibilità
4. Riuso
5. Ridistribuzione
6. Beneficio comune
7. Partecipazione
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1. Community
2. Condivisione
3. Accessibilità
4. Riuso
5. Ridistribuzione
6. Beneficio comune
7. Partecipazione
8. piattaforma
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Relazioni orizzontali peer to peer
Sharing di prodotti fisici e digitali
Crowding (crwodsourcing e crowdfunding)
Bartering (baratto tra privati o aziende)
Economia Collaborativa
Risparmio
Making e DIY
Consumo Consapevole
Riduzione degli sprechi Benessere sociale
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Produzione collaborativa (FabLab ,
Coworking…)
Consumo/Utilizzo di una risorsa fisica
(BlaBla Car, Airbnb)
Finanziaria (Crowdfunding)
Educazione (modelli di apprendimento
person to person come Coursera,
Skillshare, Tutored…)
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Lifestyle collaborativo il cui asset è lo scambio
di spazi, skill e denaro in modo differente
(airbnb, lyft…)
Ridistribuzione del mercato (ridistribuzione di
beni non utilizzati)
Nuovo sistema di accesso a prodotti e servizi
(pagare per accedere piuttosto che per
possedere) es. rent the runwayy
Cinque siti per vivere da ricchi spendendo poco | Linkiesta.it
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comunità globale di beni comuni.
scambio di spazi, skill e denaro in modo
differente (coworking, carsharing, co-living...)
crowdcompanies, aziende che intercettano i
“nuovi mercati” e diventano brand resilienti.
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transazioni economiche o di condivisione
dirette basate sulla fiducia (Etsy, UberX
Kitchensurfing…)
la condivisione avviene tra persone (o
organizzazioni), a livello orizzontale e al di
fuori di logiche professionali
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Marta Mainieri Collaboraiamo, Hoepli 2013
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Marta Mainieri Collaboraiamo, Hoepli 2013
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Consumatori passivi
Creatori
Collaboratori
Finanziatori
Economia Industriale
Economia Collaborativa
Providers
Produttori
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Principi di economia collaborativa:
1) accesso Vs proprietà, riuso Vs acquisto;
2) piattaforma tecnologica abilitatrice (reputazione,
fiducia e appartenenza);
3) gli asset che generano valore (beni e competenze)
appartengono alle persone e non alla compagnia;
4) la collaborazione è al centro del rapporto tra pari
(socializzazione).
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Elementi di economia collaborativa:
1) condivisione = accesso a una risorsa temporanea senza
transazione in denaro (timerepublik);
2) affitto = accesso a una risorsa temporanea con
transazione in denaro (airbnb)
3) scambio =quando si baratta qualcosa senza intermediazione di
denaro o con monete alternative quali tempo e crediti (reoose);
4) vendita dell’usato (subito.it)
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il vostro
progetto
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scenario
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Brainstorming!
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Fase 1 Fase 2
individuazione del problema
individuazione di una o più
possibili soluzioni
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Individuazione di differenti bisogni sociali
Selezione
Valutazione
Scelta del bisogno da risolvere
Fase Divergente 1
No giudizi di valore
Flusso di idee a ruota libera
Fase Convergente 1
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Individuazione di possibili soluzioni
SelezioneValutazione:
punti di forzapunti di debolezza
opportunitàrischi
Scelta della/e soluzione/i su cui lavorare
Fase Divergente 2
Fase Convergente 2
No giudizi di valore
Flusso di idee a ruota libera
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il tuo
progetto
Fase 3 Realizzazione
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Customers
Value PropositionProblem
Solution
Cost Revenue
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presenta il
tuo progetto
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Let’s run
a Crowdfunding
Campaign!
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Processo collaborativo di finanziamento dal basso di un
gruppo di persone che utilizza il proprio denaro in comune
per sostenere gli sforzi di persone ed organizzazioni.
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Crowdfunding
Pratica rivoluzionaria, uno strumento di social innovation che libera energie creative e talenti per produrre valore, aiutare progetti indipendenti, nuove realtà economiche, raccontarsi in maniera innovativa, finanziandole in maniera trasparente, meritocratica e democratica.Il Crowdfunding agisce tramite la costituizione di community innovative e si esprime attraverso processi democratici partecipativi e orizzontali, attivismo digitale, reputazione, collaborazione spontanea.
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1. folla
2. raccolta fondi
3. internet
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il crowdfunding in italia
54 piattaforme di cui 41 attive
19 reward based
7 donation based
2 lending based
2 equity based
dati di maggio 2014 tratti da: Ivana Pais, Paola Peretti, Chiara Spinelli,
Crowdfunding, la via collaborativa all’imprenditorialità, Hoepli, 2014
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Donazione
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Reward-based
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Donazione in cambio di una ricompensa o un premio, sia esso materiali (per
esempio, il pre-ordine del prodotto non ancora sul mercato) o più intangibile
(ringraziamento)
All or nothing, la somma target deve essere raggiunta entro un periodo di
tempo prefissato. Se il target non viene raggiunto, il finanziamento si considera
fallito e il denaro verrà ritrasferito immediatamente sul conto dei donatori. o
possono essere riallocate su un altro progetto. (Kickstarter, Eppela)
Take it all, il finanziamento giunge al progetto a prescindere se esso raggiunga
o meno il proprio target entro la scadenza prefissata. (IndieGoGo,
BoomStarter)
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equity-based
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Prevede la cessione di quote di azienda o di strumenti partecipativi a fronte di
un finanziamento. Si definisce un periodo di tempo e una somma target. Il
target è poi diviso in migliaia di parti uguali, cioè azioni offerte tramite la
piattaforma a prezzo fisso. Raggiunto il target, inizia una fase di investimento
vera e propria. in tal caso, la “ricompensa” per il finanziamento è
rappresentata dal complesso di diritti patrimoniali e amministrativi che
derivano dalla partecipazione nell’impresa.
modello-cooperativa, (modello holding) si crea una cooperativa che funge da
meccanismo di collezione dell’investimento: i contribuenti individuali vengono
radunati in entità legali che investono nei progetti. (GrowVc, SiamoSoci)
Modello-club, le piattaforme reclutano potenziali investitori come membri di
un club di investimento chiuso. No offerta pubblica. Ma è possibile trarre un
profitto dal proprio investimento. (Crowdcube)
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Regolamento sulla raccolta di capitali di rischio da parte
di start-up innovative tramite portali on-line. delega contenuta
nel decreto crescita-bis (art. 30 D.L. 179/2012, conv. in L. 221/2012)
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micro-finance
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Micro-prestito
Fornitura di servizi finanziari a clienti con bassi redditi. Il denaro è raccolto da
un gruppo di persone ed è gestito da un intermediario locale. (Kiva).
Prestito P2P (Social lending)
Favorisce prestiti tra privati con una quota di interessi più vantaggiosa.
L’utente chiede il prestito e viene sottoposto a un’analisi da parte di un’agenzia di
credito che ne stabilisce il grado di rischio attribuendogli dei livelli prestabiliti.
Una volta stabilito il grado di rischio rappresentato dal richiedente e il periodo
di durata del prestito, il servizio di social lending, attraverso un algoritmo,
associa la richiesta di prestito a un’offerta di prestito avanzata da un altro
privato e valuta gli interessi da pattuire al prestatore.
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network
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People fund People,
not just ideas!
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Alcuni esempi:
Versalette
Vinylmania
Canary
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Let’s run
a Crowdfunding
Campaing
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perchè avete
bisogno di un
finanziamento
(vision)
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definite
il progetto
(titolo, immagine, descrizione,
motivazione, bio, tag e categoria)
siate voi stessi, metteteci la faccia!
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qual è la
proposition
(innovazione, accessibilità,
miglioramento, risoluzione specifica,
performance, valori tangibili e
intangibili)
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scegliete una
piattaforma
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definite un piano
editoriale una
strategia
di marketingon line e off line, parola d’ordine: ENGAGEMENT!
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individuate una
community
di riferimento
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definite
i costi(spese tecniche, spese di spedizione, commissione
piattaforma …) e un preciso limite di tempo (15/40 giorni).
Urgenza e sicurezza per conquistare la fiducia.
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definite
un budget e un
tempo
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definite
i reward(effettivi o affettivi: copia del tuo progetto, un’esperienza
legata al progetto, una collaborazione, una citazione,
prevendita…)
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❏ Presenta te stesso e il tuo team
❏ Presenta il Problema
❏ Illustra la Soluzione
❏ Definisci il Target (identifica il
mercato di riferimento)
❏ Esplicita il prodotto/servizio
❏ Chiarisci lo use of proceeds (come
userete i soldi che state chiedendo)
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se siete una startup
❏ Presenta il Modello di Business (come
fate il soldi)
❏ Way to market (come pensate di
entrare nel mercato)
❏ Identifica la concorrenza
❏ Illustra le milestones
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curate
l’after salesUna campagna può definirsi conclusa quando
tutti i donatori hanno ricevuto il reward ed è
stato realizzato quanto promesso
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pitch your
project!idea, storia valore, target, deadline, rewards,
call to action
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● engaging pitch:WHO are you (storytelling)
WHAT are you raising money for
WHICH problem are you solving
WHEN your project will take place
WHERE your project will take place
WHY are you raising fund
HOW can people get involved
● goal adatto (green bar effect)
● gratificazioni (reward)
uniche
● comunicazione proattiva
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Riferimenti
http://www.softwarelibero.it/http://www.gnu.org/ft-italia.it/intro.htmlhttp://www.gnu.org/licenses/licenses.it.htmlhttp://creativecommons.org/licenses/http://www.gnu.org/graphics/freedom.htmlTim Berners-Lee - L'architettura del nuovo web: dall'inventore della rete il progetto di una comunicazione democratica, interattiva e intercreativa, Feltrinelli, 2001James Surowiecki, La Saggezza della follaDon Tapscott ed Anthony D. Williams - Wikinomics, la collaborazione di massa che sta cambiando il mondo, Rizzoli, 2007 Jeff Howe – CrowdsourcingMarta Mainieri, Collaboriamo! Hoepli, 2013Ivana Pais, Paola Peretti, Chiara Spinelli, Crowdfunding, la via collaborativa all’imprenditorialità, Hoepli, 2014DeRev - Crowdfunding World 2013: Report, analysis and trend [Italian version]
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What is Crowdfunding?http://www.slideshare.net/italiancrowdfunding/2014-analisidelle-piattaformeitalianedicrowdfundingcastrataropaishttp://www.economyup.it/startup/493_che-cos-e-la-sharing-economy-e-perche-e-il-ponte-fra-aziende-e-start-up.htmhttp://www.crowdfundingplanning.com/crowdfunding-types-and-methodshttp://blog.crowdfuture.net/post/28843621134/le-piattaforme-di-crowdfunding-in-italia-e-nel-mondohttp://www.slideshare.net/crowdfuture/analisi-delle-piattaforme-di-crowdfunding-italiane-aprile-2013http://www.slideshare.net/crowdfuture/ebook-crowdfutureCrowdfunding: un nuovo modo per finanziare idee e progettiwww.thecollaborativelab.comhttp://www.globalcrowdfundingday.com/http://www.crowdfundingguide.com/http://www.italiancrowdfunding.org/http://www.crowdfundingnetwork.eu/http://www.slideshare.net/simondouw/anwendung-des-crowdfunding-canvas
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http://www.shinynote.com/http://www.retedeldono.it/http://www.cineama.it/welcomepagehttp://www.musicraiser.com/ithttp://www.siamosoci.com/http://www.wearestarting.com/http://www.kiva.org/https://www.prestiamoci.it/Crowdsourcing Evolution (Italiano)Crowdsourcing and Crowdfunding ExplainedAspetti giuridici del crowdfundinghttp://www.italiancrowdfunding.org/https://www.airbnb.it/http://www.blablacar.it/http://www.locloc.it/http://www.reoose.com/http://www.eppela.com/http://www.starsup.it/