[Episode 2] The Behind-the-Scenes of a 900 Million Yen Crowdfunding Campaign—Why It Spread from Osaka to the Whole Country
■ State of Emergency, Suspension of Business
2020, the COVID-19 pandemic.
Restaurants were effectively asked to suspend operations.
"Sales are dropping to zero."
"I can't pay the rent."
"We won't last until next month."
These kinds of consultations flooded in all at once over a short period.
■ Individual support is not enough
Dealing with each store one by one would never be enough to keep up.
That is when I thought of
crowdfunding to support them collectively as a group
.
■ What was needed was a "trusted point of contact"
We needed a system to accept participating stores
and allow them to participate with peace of mind.
We asked the Osaka Chamber of Commerce and Industry for their cooperation,
but they were not proactive at first.
This was because there was no precedent and the risks could not be assessed.
Even so, after repeated explanations,
they agreed to cooperate as an application reception desk
.
■ The next thing needed was a "system"
Not a collection of individual cases,
but a unified framework.
We consulted with the crowdfunding platform
READYFOR, and
asked them to create a dedicated system
and made the request.
READYFOR formed a special team and
refined it into a practically operational form, including legal aspects.
Connecting the fragmented sense of crisis among business operators with
the 'trust' of the Chamber of Commerce and Industry and
the 'payment infrastructure' of the platform.
An overall design that enables all stakeholders to take action
was what we took on.
■ The project name was decided later
Initially, this initiative had no name.
This is because we built the structure first.
At the suggestion of a READYFOR employee,
'#MiraiMeshi'
was the name decided upon.
■ From Osaka to the whole country
The initiative that started in Osaka was
shared with the Japan Chamber of Commerce and Industry through READYFOR.
As a result,
the same mechanism could be deployed
at Chambers of Commerce and Industry across the country.
👉 List of '#MiraiMeshi' nationwide
https://readyfor.jp/pp/miraimeshi
■ However, it didn't grow at first
For about a week after the start,
support hardly increased at all.
The reason is clear.
Only internal communication was being conducted (such as recruiting participating stores).
That is why.
■ It won't spread unless the people on the ground take action
So, I visited each store myself and called for them to:
cooperate with other participating stores,
act as a whole,
and promote it themselves.
■ When participants take the lead, the momentum changes
Once the stores started moving,
appeals to customers,
social media posts,
and mutual support between stores
increased all at once.
■ Approximately 20 million yen in 3 weeks
It was a scale unprecedented at the time.
This result was reported on television,
and the situation changed completely when it was introduced as, 'A remarkable achievement in Osaka. Participation is now possible nationwide.'
■ A chain reaction across the country
Even in regions where it hadn't been implemented yet,
Consultations with Chambers of Commerce
Requests to participate
Requests for horizontal expansion
came one after another.
■ Derivative projects were born in various regions
It didn't stop at just the food and beverage industry.
👉 Tottori Prefecture:
Crowdfunding for Everyone's Support "Tottori-ken"
https://readyfor.jp/projects/minnadeouen-tottoriken
👉 Sakai City, Osaka Prefecture:
Hair and Beauty Salon Support Project "Chokitto! Mirai-gami"
https://readyfor.jp/projects/miraigami
Various other derivative projects were created, expanding into a support model that transcended industry boundaries.
■ Final scale
#Mirai-meshi related: approx. 900 million yen
Including derivatives: approx. 1.5 billion yen
Moreover, it was not just temporary; it
continued for about two years across the country
.
■ The reason for success was not the product
It wasn't because there was a special product.
What they all had in common was
■ A buzz that leads to the future
that was created.
■ Support arose not from individuals, but from relationships
Stores and customers
Communities and residents
Organizations and businesses
Because existing connections were activated simultaneously,
■ It became a social movement
is what we can say.
■ What happened to new customers?
As a result,
many people who previously had no contact with us
also participated.
However, we did not
aim to acquire new customers from the start.
■ It is the result of creating a buzz that leads to the future
Participants increase
↓
It becomes a topic of conversation
↓
It is reported in the media
↓
Participation increases further
Once this cycle is created,
new customers flow in naturally.
The quality is different from customers acquired through advertising.
■ The same thing happens even if the scale is different
Even for a single store,
a single product,
or a single challenge,
a buzz that leads to the future can be created.
In fact, it is not rare for the challenges of unknown individuals or small shops
to expand into a large circle of support.
■ However, it does not happen on its own
In many cases,
it remains unknown to everyone
the initial momentum is weak
support does not grow
it ends quietly
resulting in these outcomes.
■ The dividing line between success and failure
It is
the design before launch
.
■ Next Episode Preview
Crowdfunding for companies and organizations does not succeed with "good plans" alone.
In many cases, the result is almost decided at the stage before launch.
Next time,
■ Why corporate crowdfunding fails
■ The real reason why funding stops above 5 million yen
I will explain these in detail.
■ For those who want a pre-launch check
If your project is
If you are serious about making it a success
If you cannot afford to fail
If the launch date is already set
it is dangerous to launch without being fully prepared.
On our official LINE,
✔ Fatal points often overlooked
✔ Factors that lower the probability of success
✔ Top priority items to address before launch
are shared individually.
Many people think, "I'll consult once I'm fully prepared."
However, in reality, many proceed without sufficient preparation,
leading to irreversible situations just before or after the launch.
The most effective time to consult is during the conceptual stage.
👉 Please register below (free)
[Click here for the official LINE]
Please also take a look at the story of how I came to create the "Crowdfunding Help Desk" 😊