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Customers as Investors: How Crowdfunding is Reshaping Ecommerce Growth | #559
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Kirstin’s career has zig-zagged through medicine, law, consulting, co-founding Future Super, and leading Techstars in Sydney before stepping into the CEO seat at Birchal, Australia’s largest equity crowdfunding platform. With more than 300 campaigns and $200 million raised, Birchal is now a powerhouse for ecommerce founders who want to scale while activating their most loyal customers as shareholders.
Today, we're discussing:
- How Birchal helps ecommerce brands like Outland Denim, Zero Co and Sneaker Laundry raise millions by turning loyal customers into investors
- The sweet spot crowdfunding occupies between Kickstarter, bank loans and VC: without the headaches of fulfilment or personal guarantees
- Why ongoing shareholder communication is the secret to future raises and brand loyalty
- How crowdfunding campaigns act as marketing campaigns, boosting awareness, employer brand, and even sales
- The brutal stats on gender and diversity in funding, and why crowdfunding can close the gap for underrepresented founders
- Kirstin’s vision for a future where Australian crowdfunding creates thousands of new millionaires, just like Revolut in the UK
Connect with Kirstin
Explore Birchal
Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.
Connect with Nathan Bush
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Chapters
1. Customers as Investors: How Crowdfunding is Reshaping Ecommerce Growth | #559 (00:00:00)
2. How Crowdsourced Equity Funding Works (00:06:01)
3. Benefits Beyond Capital (00:12:30)
4. The Importance of Communication with Investors (00:19:19)
5. The Power of Crowdsourced Funding (00:26:53)
6. Gender and Funding (00:31:44)
7. Advocacy and Change in Investment (00:45:36)
8. Crowdfunding Success Stories & Advice (00:51:04)
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