CEO of Invesdor Speaks on Equity Crowdfunding
1. Michael Ibberson: Invesdor paved the way for
equity crowdfunding in Northern Europe. As the first of its kind, what
challenges did you face that new portals can avoid?
LASSE MÄKELÄ: One of the large hurdles was the
general misconception that we were doing aggressive phone sales and
giving out investment advice, while we wanted to position ourselves as
merely a fundraising tool or a matchmaking service to help with
portfolio diversification. This misconception lead to comparisons to
some companies we did not want to be compared to.
Thus, I think that clear positioning combined with clear communication
should be paid attention to by all new platforms. In addition to
managing general expectations, positioning will also help to
differentiate new platforms from the growing competition.
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