Indiegogo is a crowdfunding site with over $50 million in funding. Danae Ringelmann, Indiegogo’s co-founder, has made it her priority to create a culture that’s based on more than free lunches and kombucha kegs. At Hustle Con, Ringelmann will explain how she uses her company’s values to make smart hires, increase employee retention rate, and make her team highly efficient.

1. Founding to
Future
Danae Ringelmann
FOUNDER + CHIEF DEVELOPMENT OFFICER, INDIEGOGO
Nourishing a culture
of innovation

2. @gogoDanae #hustlecon

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On a mission to…
Unite people around the ideas that
matter to them and empower
them to bring those ideas to life.

4. @gogoDanae #hustlecon

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500,000
CAMPAIGNS
230+
COUNTRIES/TERRITORIES
$850 million +
FUNDS DISTRIBUTED

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We’ve created an industry
2014 CROWDFUNDING ECONOMIC IMPACT
JOBS ADDED
270,000+
INJECTED INTO ECONOMY
$65BB+
Source: 2014, Entrepreneur.com

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Entrepreneurial
Creative
Cause-based
Venture Capital
Hollywood
Charity 61%
42%
41%
18%
17%
13%
Old World

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We’re creating a new industry… again
Dream it. Fund it. Ship it.
We help at every step from concept to market.
PRE-LAUNCH CROWDFUNDING MARKETPLACE

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Our challenge
No blueprint for inventing
industries

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Our solution
Build a diverse team unified only
by mission and values

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Diversity

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Diversity: inherent and acquired
Creativity
Engagement
Productivity

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Our diversity
45% Female
overall
40% Female
In leadership

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How to be diverse?
Recruit wide
Remove unconscious bias
Filter for mission & values

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How to be diverse?
Recruit wide
Remove unconscious bias
Filter for mission & values
Start diverse

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Mission
YOUR WHY

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Our why
To unite people around the ideas
that matter to them and empower
them to bring those ideas to life.

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Your why attracts
purpose-driven
people

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Opportunity-spotting
Engagement
Productivity

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How to know
your 5 ‘Whys’

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1. Why Indiegogo?
I want to democratize funding.
2. Why do I want to democratize funding?
Because the gatekeeping system is broken.
3. Why are gatekeepers not good?
They don’t allow for an equal opportunity of
entrepreneurial ideas.
Life should just be fair.
It’s just what I believe.
4. Why is equal opportunity important for
entrepreneurship?
Because life should be fair: everyone deserves an
equal shot at success.
5. Why should life be fair?
Really? And why do you love your kids?
You just do.

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Culture
YOUR VALUES & BEHAVIORS

25. Source: Dave Kashen’s How to Build an Awesome Culture
How Humans
Really Work
Strong Culture
(aligned values)
@gogoDanae #hustlecon

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Strong culture > Success

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How to nourish culture
STEP 1: DISTILLED OUR VALUES

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How to nourish culture
STEP 1: DISTILLED OUR VALUES
Fearlessness
Authenticity
Collaboration
Empowerment

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How to nourish culture
STEP 2: ARTICULATED THE BEHAVIORS THAT EMBODY OUR VALUES
Fearlessness
• Turns challenges into opportunities
to innovate
Authenticity
• Communicates honestly with goal
to move forward
Collaboration
• Proactively builds productive
relationships
Empowerment
• Helps others grow and learn

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How to nourish culture
STEP 3: HIRE FOR VALUES & BEHAVIOR FIT

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How to nourish culture
STEP 4: RECOGNIZE AND REWARD VALUE & BEHAVIOR

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Measure engagement & productivity
Employee NPS
27
OKR Report Card
B+

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Final thoughts
Remember, innovation is just the
means, not the end.

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36. Indiegogo.com
Danae Ringelmann
FOUNDER + CHIEF DEVELOPMENT OFFICER
#hustlecon@gogoDanae