Customers Prefer to Crowdfund Products They Can Improve
Crowdfunding mobilizes $1.3 billion for innovation funding annually and that amount is projected to more than double in the next five years. Platforms like Kickstarter and Indiegogo have not only broadened access to funding for companies that might struggle in the capital markets, but have also transformed the way companies connect with consumers during product development, replacing focus groups with real customers who have a stake in the final product.