"Crowdfunding - is work." Interview with Fedor Murachkovskim, CEO Planeta.ru platform

Crowdfunding - a collective funding of interesting ideas in exchange for gifts and bonuses. Abroad, this area is popular for a long time: people support the initiative on platforms such as Kickstarter, Indiegogo and others. In Russia, the folk finance is gaining momentum.

One of the first kraudfandingovyh services in our country - Planeta.ru. We spoke to its founder Fyodor Murachkovskim and found out how it was possible to overcome the stereotypes begging, which lots sponsors are most likely to return and why to collect a huge amount - not the main thing.

«Planeta.ru - the story is not only about money"

- What were you doing before the platform headed Planeta.ru?

- I graduated from his studies at the Faculty of Law at the Moscow State Academy of Water Transport, and later defended his PhD in economics. In parallel with the training activities I engaged in private business: I had a few small retail stores with CDs and cassettes.

Then I realized I could use my knowledge in broader fields, so began to develop large retail chains: "Moscow Jewelry Factory", "Rostik KFC" hypermarkets "Carousel". The last in the crisis sold X5 Retail Group, so I have the first time in a long time there was an opportunity to relax. It was at that moment I began to choose the direction for further development.

- When first introduced the idea of ​​kraudfandingovom service?

- In early 2009, we began scheming a project with a future partner Andryushchenko Basil and his brother Maxim. We met in the pub - it is in such places instigate revolution. We wanted to create something socially useful and to work for themselves and not for his uncle. Max at the time only to come to the group "B-2" bass player, so he raised the issue of the music business - spoke about piracy.

The first idea was to create a clone of "VKontakte", but subject to copyright. We had planned to focus on Donato: If you like it, you pay the amount of any artist. It turned out that at the same time, competitors are already working on a similar idea, and it failed pretty quickly.

Then we chose a different path and created a platform for pre-order with lots of music CDs that have different values. 500 rubles users can get a disc of your favorite band, but for 1000 rubles the same album comes with an autograph and an invitation to the Meet & Greet (meeting with fans before the concert. - Approx. Ed.). So it all started.

We Basil and Max pretty little friends with computers and the Internet, so found a team of programmers who implemented the platform. album Spirit of the "B-2" - the first project was launched in 2011. Almost nine months managed to gather 1.2 million - it was a revolution. From that moment it became clear that crowdfunding mechanism applicable to other categories of projects, so we have to position Planeta.ru as a multifunctional platform.

- The people immediately responded positively to the platform?

- First, it was necessary to overcome the wall of misunderstanding. People say, "Oh, what kind of begging?" Together with the author, we have done a tremendous amount of work projects, to break this stereotype. Only at the moment when people who have invested money, started to get their reward, they no longer keep in mind the idea of fraud. Visits increased by 50%, and there was confidence. Over time, connected and journalists. They began to invite us to the transmission and to talk about the service, which helps turn ideas into reality.

When we started, internet sales were not as popular. Only 10% of users made purchases using bank cards, although we have connected all kinds of online payments. People were much easier to carry 10,000 rubles a machine to pay a commission and get a check than to spend payment card without leaving home. Now the situation is diametrically opposite: users without fear introduce details on the site, because they trust platform.

- What is the main task of the service?

- Planeta.ru - the story is not only about money but also about marketing and PR. You have the opportunity to express themselves on the platform with a large number of users and authors. The last track is often someone else's work, to stay in the theme. In addition, the media are watching our projects in various fields. Many categories, and none of them is left unattended.

If the platform failed to get support, it is an occasion to rethink the product or your financial goals. Perhaps we should make adjustments to the idea to think of a different positioning, or split the collection of the necessary sum into several stages.

- The national funding better than other ways to make money for the implementation of your project?

- It's not the best way, and the only one possible. We did not fight with anyone, but just give an extra chance to express themselves, and to attract financing.

When you are engaged in crowdfunding, in the value of the lot includes not only the cost of production, but also profit for the author. The main thing - do not make it too big, so that people can afford to help you. So you're an end user, due to which your project and funded. Sometimes people get additional money from investors for their successful Crowd project is proof of the demand for ideas.

The loan is also an option in the bank, but will have to pay more than what you got on your hands. We are harmoniously embedded in a common string of financial instruments. Planeta.ru - this is a good way to test your product, not risking anything. At the same time we must be prepared to keep a promise. If the money is collected, the idea would have to implement, and promised to send lots of users. it is extremely important for us, so before publication on the website projects are moderated - knowingly unrealizable idea, we do not miss.

"It all depends on you"

- What other rules apply to crowdfunding, except for the mandatory sending the promise of the lot?

- Rules laid down in the algorithm Planeta.ru. For example, if you collect less than 50% of the target amount, the money is returned to the personal wallet users. They can get them without commission or invest in another project.

Authors are important to understand that crowdfunding - is work. We will not be able to collect the full amount for you, so you have to lead a campaign to promote the project in social networks. The Action Plan is best to register before the launch of the collection site. Think carefully about who can support your idea: relatives, friends, bloggers.

- What should be done to the project appeared on the site and began to collect?

- First of all, analyze the direction that is right for you business, social initiatives, cinema or any other. Look at what projects users are collecting funds to assess their own chances, and then start filling the application.

Treatment should not be very large. It is important to formulate a clear and concise idea on which you collect the money. Tell us what you will bring to the world through joint ventures with your fans.

The next stage - lots. Please note that offered by other authors, and decide what kind of thing is ready to give in return for a certain amount.

Finally, record a video message. It is not necessary but will help in absentia meet with you to better understand the idea and increase the potential interest in the project. Within two days you will be contacted by a manager who will adjust the project before the release or just let you know that everything is in order. After that, everything depends on you.

If we notice that the author did not score on their project and diligently advertise it in different sources, then connect and help collect more than 50% of a given amount: fees paid to the home page to be accurately observed, doing dispatch on the basis of users, pay attention to it with the help of friendly MEDIA. However, we can connect only when the author has worked himself, so count on support without showing their own initiative is not necessary.

- Tell us about the coolest charges that you've seen.

- Projects popular artists more successful, because behind a huge fanbase. Pre-order the album "Posolon" group "Alice" ended at around 17.4 million rubles. This is a record in a single collection at Russian kraudfandingovyh platforms.

It does not have to be a rock star to become popular on our site. For example, Michael Samyn at the time of start of printing fanfic project "Harry Potter and the methods of rational thinking" was 18 years old. He collected 11.4 million rubles, and set an absolute record in the Russian literary crowdfunding.

Significant amounts for the multifunctional center assistance animal "wet nose" collects fund "Nick": a Planeta.ru they received more than 20 million rubles for the construction.

- And there are fees on ridiculous things?

- On ridiculous - no, but on the fun - there. Once three cheerful friends decided to take part in the most absurd race Mongol Rally world. On the Soviet "Zhiguli" they traveled from Prague to Ulan-Ude on the road and set all sorts of funny signs, "You will not pass," "Call Mom", "That's a new twist." For the purchase of machinery and creating pointers guys have collected 216 000 rubles.

It is worth noting humorous project by artist Lana Butenko, who came up with the character Kosmonozhku and makes her bilateral calendars: one part of a common set of days with a beautiful picture, and on the other - a realistic image of a calendar month, which the artist calls "Fucking". It can be used as a mood indicator.

Cool and even desired design project - socks roll. The idea - a fire, but unfortunately, the authors do not really understand how it works crowdfunding, so the project did not succeed due to lack of promotion.

- What techniques you should use to win the support of the largest possible number of people?

- crowdfunding - it is not a magic wand, so that specific life hacking I have not. It is important to remember that quite difficult to get support without social networks, and it is an excellent opportunity to develop their own accounts. As was the case when the guys promoting the project offline: walking through the mall and talked about his idea live. Options are there. The main thing - to find them.

"We always welcome the competition"

- And how she Planeta.ru profits?

- We take a commission of 15% percent if the author has collected 50-99% of the stated amount, or 10%, if the fee exceeds a predetermined value. This includes taxes and commission payment systems, so that in fact it turns a little less. The more traffic, the higher our income. Basically we reinvest profits back into the project: promoting the area to traffic has always been on the level.

In addition, not everyone is ready to send his fans lots 4500, when the collection was completed. We can take it upon themselves for a fee. This service requires no additional space and capacity, so we recently rented a new office, in which part of the space occupied by warehouses.

Another source of our earnings - educational workshops, special projects with different brands and sale in our online store goods created by crowdfunding.

- How much can you earn by creating similar kraudfandingovuyu site?

- First of all, you need to think about the niche. To develop a clone of our kraudfandingovoy site is too difficult, because we are in the market for a long time. Select a narrow focus, such as desktop and computer games. This area we also covered, but the focus can yield new results. We always welcome competition, because without it is difficult to develop. You see shoals and easier to treat them, when no one is breathing in the back.

Earnings depend on what kind of services you provide to customers. Basic earnings - a little less than 10% of all positive charges. We work with additional services, so it turns out more. Specific figures do not want to call it. Let me just say one thing: self-supporting project.

- How does the office Planeta.ru?

- We have a room on the first and sixth floors of the business center. Downstairs we occupy about 150 square meters excluding the pair of warehouses and upstairs - 350 squares. We first took a rough room without finishing and now make out it for yourself.

On the ground floor is a coworking and area for presentations, where authors will be able to come to record the appeal or to hold an autograph session. Here we will place a shop where visitors can purchase items and find out from which they project. I would like to create the conditions for authors, in which they will be comfortable promoting their own product. It seems that we get.

On the sixth floor, two large open-Space with partitions: the offices of management, accounting, PR-department, marketers, designers and programmers. We have tried to arrange everything so that employees can work from anywhere in the office. Some people are assigned to a certain area, but most are not tied to a specific point, so that the movement does not cease.

Physically we are located is not very convenient: to the subway, not five, and fifteen minutes. However, in the office is very comfortable, and for me this is important.

- How does your workplace?

- Behind my back windows, and on the table of things a little more than Putin. A bunch of pens, monitor, keyboard, calculator and speakers, because occasionally have something to listen to. Here it is worth of calendars, which I almost every day to change the mood of today I am pleased rhino, and yesterday was a sad penguin.

Tea drink from the cup holder of copyright to Minin and Pozharsky (their monument - the first kraudfandingovy project in Russia). And still beside me music albums are groups of "Alice" and "Velvet" - a lots of our projects. Like all employees Planeta.ru, I'm a real Crowd-shopaholic.

- use of time management techniques to organize your day?

- Recently my child went to kindergarten, so time management is no longer needed. Every morning at 7:45 am my wife and I get up anyway, with both of them. Such rise early It provides an excellent opportunity to plan further day. In addition, I have assistants who recall if any information has fallen from his head.

- Do you have favorite services or applications that help in work and in life?

- Often I use navigation services and Booking Service. Recently opened an international SIM card for themselves, "Dreams", thanks to which it is not necessary to break to new mobile operators in each country, to stay in touch without roaming Dire. They have including a mobile application, where you can always specify how much money is left in the account. Convenient, highly recommend.

- what to do in your free time?

- I like sailing, fishing, and even watch the new country by car. However, in fact, I travel once or twice a year. Much more often my zeal limited to the cottage, where I sit in the boat and I go to the neighboring island. Time, tourism is not enough, even though the desire is always there. In an extreme case, open Google Earth, considering 3D-models in different parts of the world, and in parallel to sign the document and that any resolve.

Layfhakerstvo from Fedor Murachkovskogo

books

I like to be transported to other worlds, so I read fantasy. I advise "Guards! Guards!"Terry Pratchett and the rest of his book. Professional literature viewed in abbreviated form. To do this, I subscribe to the Telegram-channel "Book for 30 minutes", Which contains the most important pomace. As for me, it is a universal way, because it is entirely read such publications rather a waste of time. However, if any of the book interested me, I can find it in the full format.

Movies and Series

I liked the series "Get Shorty" - coming soon the third season. I want to mention "Beyond", because it belongs to my favorite genre of fantasy, and even "Good Omens" and "Catch-22».

Cinema I like the Soviet. Friends laugh all the time that I people-quote pad, because I always speak phrases from old films. Despite this, I love the spectacular news, "Joker", "Prometheus". Stories from companies like Marvel, too. I started watching them when it was still not fashionable.

Podcasts and videos

I am a down to earth fellow, so I like to watch the channel "lawyer Egorov». Author healthy controlled plastic bottles, making something out of shit and sticks, and then floats on the invention - as cool!

Blogs and Websites

My interest is limited: in the tabs except our service only to Google mail and the site of RBC, which I read the latest news. The Telegram signed by the canal "your photoshop"And yet"wind force"- it's about sailing.