Instructions: Read the questions carefully. Detailed explanations should form part of your answer. Anyone who has...

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Instructions: Read the questions carefully. Detailed explanations should form part of your answer. Anyone who has ever promoted a successful crowdfunding campaign on sites like Kickstarter and IndieGogo will tell you that it takes a lot of orchestration to become an "overnight" success. A solid digital marketing strategy is imperative to funding a campaign. For many marketers, though, crowdfunding is uncharted territory, and crafting a digital marketing strategy can seem daunting, especially since the stakes are so high many brands depend on crowdfunding to bring a concept to fruition. Superscreen, entrepreneur and inventor Brent Morgan's tablet alternative that integrates with a smartphone, is a real-time case study in crowdfunding digital strategy. As of this writing, their campaign has already garnered more than $1.2M in pledges, crushing their modest $50,000 goal within minutes of launch. By following their digital strategy, savvy entrepreneurs can reap the hard-won lessons from their success. Before building a digital strategy, it's important to understand what marketers are up against when they enter the crowdfunding realm. It shouldn't come as a surprise that most crowdfunding campaigns fail, but what's notable is the result of crowdfunding failures. In recent years, crowdfunding has gotten an increasingly bad rap for not delivering what's promised to supporters. As a result, consumers are hesitant to invest, and journalists are reluctant to cover even the most successful campaigns before the concepts they promote go into production. Understanding the obstacles particular to crowdfunding can help brands understand how to overcome them. The burden is on campaign marketers to establish reputability and earn consumers' trust. In Superscreen's case, the campaign leverages Morgan's history of entrepreneurial success and prolific portfolio of patents in technology to assure pledgers they're in good hands. Before Superscreen went live with their Kickstarter campaign, their website was essentially a landing page to capture the email addresses of interested consumers. They invested in driving traffic to the site in order to understand what audiences were converting. By the time their crowdfunding campaign went live, they had more than 60,000 subscribers-a substantial sample from which to extract meaningful data about target audiences. Because time their crowarunding campaign went live, they had more than 60,000 subscribers- substantial sample from which to extract meaningful data about target audiences. Because they had such a solid grasp of their audience and they invested in building a list ahead of launch, they were fully funded-hitting their $50,000 goal-within minutes of going live. The valuable consumer feedback during crowdfunding campaigns is difficult to get in a more traditional marketing environment. In fact, it's part of the reason Morgan decided to list Superscreen on Kickstarter. Another benefit of the consumer pool is inadvertent marketing advice. Through consumer commentary, campaign managers may hear about new uses for a product that hadn't occurred to them before. Superscreen was initially designed as a low-cost, high-quality alternative to an iPad, but through these ad hoc focus groups, founders learned that people would want to use them as recipe displays during cooking, parental control devices for tablet-surfing children, reading aides and tech- simplification for the elderly, drone piloting controls and photography-editing canvases. Starting with a foundation of authenticity and trust and then supporting the culture you've created through research-based strategies are the key takeaways here. If you don't have a large amount of capital sitting around to invest in pre-campaign marketing, as is the case with many Kickstarters, you can gain millions of dollars' worth of market research, product input and word-of-mouth by being open and transparent with interested funders about production. i) What recommendations are given in this case for making an effective digital marketing strategy on Kick starter campaign? (8 marks) ii) Evaluate in what all ways Kick starter is a helpful platform for entrepreneurs. (8 marks) Q.2. Recently, Pinterest acquired a startup Hike Labs, which only consisted of two people They also bought another start up Kosei which employed seven people. Both of Twitter's notable acquisitions, Periscope and Vine, were made prior to their product launch. With the Twitter network as a launch pad, the three-person Vine and 10-person Periscope teams found success for ideas others had tried before. Amazon Has Acquired or Invested in at Least 128 start ups in last 20 years. Why do big companies acquire start-ups ? At the same time why would a start-up sell its venture? (8 marks) Q.3. Maria and Alicia decide to go into business together. Maria can sew and Alicia can paint. They want to make custom-designed T-shirts and scarves. Maria has $500 in savings and Alicia has $300 but is willing to borrow another $200 from her parents. Maria can start sewing T-shirts immediately. Alicia has to finish a school project, so she can't start painting on the T-shirts until the following month. Maria agrees to go ahead and buy materials and start sewing as long as Alicia will set up the business checking account and secure her loan. Then, in the second month, Maria agrees to try to find a sales outlet for the T-shirts while Alicia paints. The girls agree to split the profits equally after Alicia's parents are paid back. Ask students to summarize the story using as many details as possible. i) Discuss with Maria and Alicia, why they must develop a contract. Suggest a proper legal structure for their business. (4+4=8 marks) ii) What form of intellectual property rights they need to consider looking at their business? How would this be helpful for their start up? (8 marks) Instructions: Read the questions carefully. Detailed explanations should form part of your answer. Anyone who has ever promoted a successful crowdfunding campaign on sites like Kickstarter and IndieGogo will tell you that it takes a lot of orchestration to become an "overnight" success. A solid digital marketing strategy is imperative to funding a campaign. For many marketers, though, crowdfunding is uncharted territory, and crafting a digital marketing strategy can seem daunting, especially since the stakes are so high many brands depend on crowdfunding to bring a concept to fruition. Superscreen, entrepreneur and inventor Brent Morgan's tablet alternative that integrates with a smartphone, is a real-time case study in crowdfunding digital strategy. As of this writing, their campaign has already garnered more than $1.2M in pledges, crushing their modest $50,000 goal within minutes of launch. By following their digital strategy, savvy entrepreneurs can reap the hard-won lessons from their success. Before building a digital strategy, it's important to understand what marketers are up against when they enter the crowdfunding realm. It shouldn't come as a surprise that most crowdfunding campaigns fail, but what's notable is the result of crowdfunding failures. In recent years, crowdfunding has gotten an increasingly bad rap for not delivering what's promised to supporters. As a result, consumers are hesitant to invest, and journalists are reluctant to cover even the most successful campaigns before the concepts they promote go into production. Understanding the obstacles particular to crowdfunding can help brands understand how to overcome them. The burden is on campaign marketers to establish reputability and earn consumers' trust. In Superscreen's case, the campaign leverages Morgan's history of entrepreneurial success and prolific portfolio of patents in technology to assure pledgers they're in good hands. Before Superscreen went live with their Kickstarter campaign, their website was essentially a landing page to capture the email addresses of interested consumers. They invested in driving traffic to the site in order to understand what audiences were converting. By the time their crowdfunding campaign went live, they had more than 60,000 subscribers-a substantial sample from which to extract meaningful data about target audiences. Because time their crowarunding campaign went live, they had more than 60,000 subscribers- substantial sample from which to extract meaningful data about target audiences. Because they had such a solid grasp of their audience and they invested in building a list ahead of launch, they were fully funded-hitting their $50,000 goal-within minutes of going live. The valuable consumer feedback during crowdfunding campaigns is difficult to get in a more traditional marketing environment. In fact, it's part of the reason Morgan decided to list Superscreen on Kickstarter. Another benefit of the consumer pool is inadvertent marketing advice. Through consumer commentary, campaign managers may hear about new uses for a product that hadn't occurred to them before. Superscreen was initially designed as a low-cost, high-quality alternative to an iPad, but through these ad hoc focus groups, founders learned that people would want to use them as recipe displays during cooking, parental control devices for tablet-surfing children, reading aides and tech- simplification for the elderly, drone piloting controls and photography-editing canvases. Starting with a foundation of authenticity and trust and then supporting the culture you've created through research-based strategies are the key takeaways here. If you don't have a large amount of capital sitting around to invest in pre-campaign marketing, as is the case with many Kickstarters, you can gain millions of dollars' worth of market research, product input and word-of-mouth by being open and transparent with interested funders about production. i) What recommendations are given in this case for making an effective digital marketing strategy on Kick starter campaign? (8 marks) ii) Evaluate in what all ways Kick starter is a helpful platform for entrepreneurs. (8 marks) Q.2. Recently, Pinterest acquired a startup Hike Labs, which only consisted of two people They also bought another start up Kosei which employed seven people. Both of Twitter's notable acquisitions, Periscope and Vine, were made prior to their product launch. With the Twitter network as a launch pad, the three-person Vine and 10-person Periscope teams found success for ideas others had tried before. Amazon Has Acquired or Invested in at Least 128 start ups in last 20 years. Why do big companies acquire start-ups ? At the same time why would a start-up sell its venture? (8 marks) Q.3. Maria and Alicia decide to go into business together. Maria can sew and Alicia can paint. They want to make custom-designed T-shirts and scarves. Maria has $500 in savings and Alicia has $300 but is willing to borrow another $200 from her parents. Maria can start sewing T-shirts immediately. Alicia has to finish a school project, so she can't start painting on the T-shirts until the following month. Maria agrees to go ahead and buy materials and start sewing as long as Alicia will set up the business checking account and secure her loan. Then, in the second month, Maria agrees to try to find a sales outlet for the T-shirts while Alicia paints. The girls agree to split the profits equally after Alicia's parents are paid back. Ask students to summarize the story using as many details as possible. i) Discuss with Maria and Alicia, why they must develop a contract. Suggest a proper legal structure for their business. (4+4=8 marks) ii) What form of intellectual property rights they need to consider looking at their business? How would this be helpful for their start up? (8 marks)

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