About a year ago, the company made a conscious decision to focus specifically on product-led campaigns. Not necessarily just in tech, but definitely down-playing other aspects of its crowdfunding roots, such as charitable campaigns and music / film projects.
“There is still a place on our site for more artistic endeavors, but we have chosen to focus on making it easier for people to launch products,” Mandelbrot says. “We made the decision to double down on the product delivery side of things. We want to be the best crowdfunding platform, of course, but it’s equally important to us to help companies with what comes before and after. Marketing, logistics, picking a good partner — it is all part of the mix, and we want to help wherever we can.”
It was really only a matter of time before the company starts combining the pre-ordering mechanic (Indiegogo refers to the items bought in this manner as “perks” for backing a campaign), and the equity crowdfunding mechanic.
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