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Crowdfunding for Food: Wie die Masse
die besseren Nahrungsmittel finanziert
26.9.2013
Monika Wallhäuser Foto: Fridolin Pil...
Monika Wallhäuser
• Studium der Agrarwissenschaften
• Bachelorabschluss an der Justus-Liebig-
Universität Gießen
• aktuell...
Worum geht‘s?
• Was ist Crowdfunding?
• Crowdfunding und Landwirtschaft?!
• Stand der Dinge, Beispiele
• Was funktioniert,...
Crowdfunding
Projekt
Bedarf an
finanziellen Mitteln
Plattform
Verwaltung,
Darstellung
Gegenleistungen
Gegenleistungen
€
€
...
Crowdfunding
Donation-based Crowdfunding: Spenden
Reward-based Crowdfunding: „Dankeschöns“
Lending-based Crowdfunding: mon...
Wie bitte?!
Kraut –
was?as?!
Gemälde: Grant Wood, American Gothic
Foto: Allan Henderson, flickr, CC BY 2.0
Bauernkram
?!
F...
Crowdfunding und Landwirtschaft?!
• Woher kommen meine Lebensmittel? Wie wurden sie
produziert?
• Nachfrage nach regionale...
Crowdfunding und Landwirtschaft?!
• Chancen für kleinere Betriebe, Direktvermarkter,
landwirtschaftliche Initiativen und P...
Bereiche
Pflanzen-
produktion
Pflanzen-
produktion
Urban FarmingUrban Farming
TierproduktionTierproduktion
Beispiel 1: Pflanzenproduktion
http://www.kickstarter.com/projects/835117927/for-the-greater-green-a-greenhouse-for-slice-...
Beispiel 1: Pflanzenproduktion
For the Greater Green: A greenhouse for Slice of
Heaven Farm
Gegenleistungen:
• symbolisch ...
Beispiel 2: Tierproduktion
http://www.kickstarter.com/projects/sugarmtnfarm/building-a-butcher-shop-on-sugarmountainfarm
Beispiel 2: Tierproduktion
Butcher Shop at Sugar Mountain Farm – Pastured Pigs
Gegenleistungen:
• symbolisch: Name in Tür ...
Beispiel 3: Urban Farming
http://www.startnext.de/prinzessinnengarten
Beispiel 3: Urban Farming
Prinzessinnengarten
Gegenleistungen:
• symbolisch: z.B. Namensnennung auf Gartencontainer
• Prod...
Plattformen: Crowdfunding
Threerevolutions.com
Plattformen: Crowdinvesting
Fquare.com
Plattformen: Crowdinvesting
Agfunder.com
Stand der Dinge
Ein paar Fakten
Zahl landwirtschaftlicher Crowdfunding-Projekte steigt,
hauptsächlich USA
Entwicklung der landwirtschaftli...
Ein paar Fakten
Projekte der Pflanzenproduktion gegliedert nach Produkt
17%
62%
9%
6%
6%
keine nähere Angabe oder mehrere ...
Ein paar Fakten
(eigene Darstellung)
Projekte der Tierproduktion gegliedert nach Tierart
30%
7%
23%
10%
8%
10%
12%
kleine ...
Ein paar Fakten
• Zielsummen: 150 $ bis > 700.000 $, max. erreichte
Summe: ca. 50.000 $
• ca. 50 % Ökobetriebe
• 57% Direk...
Ein paar Fakten
• ¾ der Betriebe kommunizieren mehr als reine
Produktion:
– Regionalität
– Soziales
– Umweltschutz
– Tiers...
Erfolgsfaktoren
Erfolgsquoten
• Über alle Projekte gesehen: ca. 50%
Erfolgsquoten in Abhängigkeit von den Zielsummen
0%
10%
20%
30%
40%
50...
• Für den Erfolg relevant:
– Plattform
– Produktionsrichtung
– Gegenleistung
(symbolisch/Produkt/
Erlebnis)
– Video
•Nicht...
Schlussfolgerungen
• Crowdfunding ist eine Finanzierungsalternative für
Nischenbetriebe
-> für andere Betriebe evtl. Crowd...
Schlussfolgerungen
Aber:
• In Deutschland noch nicht angekommen
• Neugründungen: geringe Erfolgsaussichten, Summen zu
hoch
Kontakt, Informationen, Publikationen
www.ikosom.de
E-Mail wallhaeuser@ikosom.de
Twitter @ikosom
Facebook facebook.com/iko...
Was denkt ihr?
• Kann Crowdfunding eine Brücke zwischen
Landwirtschaft und Konsument_innen schlagen? Ist das
überhaupt not...
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Crowdfunding for Food session: Wie die Masse die besseren Nahrungsmittel finanziert

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Crowdfunding for Food session: Wie die Masse die besseren Nahrungsmittel finanziert

  1. 1. Crowdfunding for Food: Wie die Masse die besseren Nahrungsmittel finanziert 26.9.2013 Monika Wallhäuser Foto: Fridolin Piltz (kumquat-medien.de)
  2. 2. Monika Wallhäuser • Studium der Agrarwissenschaften • Bachelorabschluss an der Justus-Liebig- Universität Gießen • aktuell: Masterstudiengang Agrarwissenschaften mit Schwerpunkt Tierproduktion an der Martin- Luther-Universität Halle • Projektmitarbeit bei ikosom: • Crowdfunding und Landwirtschaft (Masterarbeit), • Kollaborativer Konsum
  3. 3. Worum geht‘s? • Was ist Crowdfunding? • Crowdfunding und Landwirtschaft?! • Stand der Dinge, Beispiele • Was funktioniert, was nicht? • Was denkt ihr?
  4. 4. Crowdfunding Projekt Bedarf an finanziellen Mitteln Plattform Verwaltung, Darstellung Gegenleistungen Gegenleistungen € € € € € € €
  5. 5. Crowdfunding Donation-based Crowdfunding: Spenden Reward-based Crowdfunding: „Dankeschöns“ Lending-based Crowdfunding: monetäre Gegenleistung Equity-based Crowdfunding: monetäre Gegenleistung
  6. 6. Wie bitte?! Kraut – was?as?! Gemälde: Grant Wood, American Gothic Foto: Allan Henderson, flickr, CC BY 2.0 Bauernkram ?! Foto: Marcel Oosterwijk, flickr, CC BY SA 2.0
  7. 7. Crowdfunding und Landwirtschaft?! • Woher kommen meine Lebensmittel? Wie wurden sie produziert? • Nachfrage nach regionalen und ökologisch produzierten Lebensmitteln steigt • Wenig Einblick in die Produktion <--> Wunsch nach Transparenz und Teilhabe •  Crowdfunding als Kommunikationsmittel
  8. 8. Crowdfunding und Landwirtschaft?! • Chancen für kleinere Betriebe, Direktvermarkter, landwirtschaftliche Initiativen und Projekte • Problem 1: Bankkredite? Sicherheiten? Risiko? •  Crowdfunding als Finanzierungsinstrument • Problem 2: Nachfrage? •  Crowdfunding als Marktforschungsinstrument
  9. 9. Bereiche Pflanzen- produktion Pflanzen- produktion Urban FarmingUrban Farming TierproduktionTierproduktion
  10. 10. Beispiel 1: Pflanzenproduktion http://www.kickstarter.com/projects/835117927/for-the-greater-green-a-greenhouse-for-slice-of-he? ref=search
  11. 11. Beispiel 1: Pflanzenproduktion For the Greater Green: A greenhouse for Slice of Heaven Farm Gegenleistungen: • symbolisch (z.B. Namensnennung) • Produkte (z.B. Einkaufstaschen, Gemüse) • Erlebnis (z.B. Farm-Dinner) Zusatzaspekt: Umweltschutz
  12. 12. Beispiel 2: Tierproduktion http://www.kickstarter.com/projects/sugarmtnfarm/building-a-butcher-shop-on-sugarmountainfarm
  13. 13. Beispiel 2: Tierproduktion Butcher Shop at Sugar Mountain Farm – Pastured Pigs Gegenleistungen: • symbolisch: Name in Tür eingraviert • Produkt: T-Shirts, Fleischpakete Zusatzaspekt: Tierschutz
  14. 14. Beispiel 3: Urban Farming http://www.startnext.de/prinzessinnengarten
  15. 15. Beispiel 3: Urban Farming Prinzessinnengarten Gegenleistungen: • symbolisch: z.B. Namensnennung auf Gartencontainer • Produkte: z.B. Lunch-Paket, Buch • Erlebnisse: z.B. Garten-Führung, Stadtbienen- Workshop Staffelung zwischen 5 und 820 € Sozialer Zusatzaspekt
  16. 16. Plattformen: Crowdfunding Threerevolutions.com
  17. 17. Plattformen: Crowdinvesting Fquare.com
  18. 18. Plattformen: Crowdinvesting Agfunder.com
  19. 19. Stand der Dinge
  20. 20. Ein paar Fakten Zahl landwirtschaftlicher Crowdfunding-Projekte steigt, hauptsächlich USA Entwicklung der landwirtschaftlichen Crowdfunding-Projekte 0 50 100 150 200 2010 2011 2012 2013 Jahr ZahlderProjekte (eigene Darstellung)
  21. 21. Ein paar Fakten Projekte der Pflanzenproduktion gegliedert nach Produkt 17% 62% 9% 6% 6% keine nähere Angabe oder mehrere Gemüse, Obst, Kräuter Hopfen Pilze Sonstige (eigene Darstellung)
  22. 22. Ein paar Fakten (eigene Darstellung) Projekte der Tierproduktion gegliedert nach Tierart 30% 7% 23% 10% 8% 10% 12% kleine Wiederkäuer Schwein Geflügel Bienen Aquakultur Rind mehrere oder sonstige
  23. 23. Ein paar Fakten • Zielsummen: 150 $ bis > 700.000 $, max. erreichte Summe: ca. 50.000 $ • ca. 50 % Ökobetriebe • 57% Direktvermarkter
  24. 24. Ein paar Fakten • ¾ der Betriebe kommunizieren mehr als reine Produktion: – Regionalität – Soziales – Umweltschutz – Tierschutz – Tradition
  25. 25. Erfolgsfaktoren
  26. 26. Erfolgsquoten • Über alle Projekte gesehen: ca. 50% Erfolgsquoten in Abhängigkeit von den Zielsummen 0% 10% 20% 30% 40% 50% 60% 70% bis 5.000 $ 5.001 bis 10.000 $ 10.001 bis 20.000 $ > 20.000 $ Zielsumme Erfolgsquote (eigene Darstellung)
  27. 27. • Für den Erfolg relevant: – Plattform – Produktionsrichtung – Gegenleistung (symbolisch/Produkt/ Erlebnis) – Video •Nicht relevant: • Wirtschaftsweise • Vorverkauf • Direktvermarktung • Internetseite • Zusatzaspekte
  28. 28. Schlussfolgerungen • Crowdfunding ist eine Finanzierungsalternative für Nischenbetriebe -> für andere Betriebe evtl. Crowdinvesting? • Vernetzung von Landwirtschaft und Konsument_innen • Gute Chance für neue Ideen, alternative Projekte • Unterstützungsgedanke wichtiger als Kaufinteresse
  29. 29. Schlussfolgerungen Aber: • In Deutschland noch nicht angekommen • Neugründungen: geringe Erfolgsaussichten, Summen zu hoch
  30. 30. Kontakt, Informationen, Publikationen www.ikosom.de E-Mail wallhaeuser@ikosom.de Twitter @ikosom Facebook facebook.com/ikosom
  31. 31. Was denkt ihr? • Kann Crowdfunding eine Brücke zwischen Landwirtschaft und Konsument_innen schlagen? Ist das überhaupt notwendig? • Nahrungsmittelproduzent_innen: Wäre das für euch vorstellbar? Warum (nicht?) • Esser_innen: Würdet ihr landwirtschaftliche Projekte finanzieren? Welche? Warum? • Warum gibt es in den USA so viele Beispiele, in Deutschland so wenige?

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