Hardbacon were crystal clear on its company purpose. As a fintech startup, they’re on a mission to help Canadians make better financial decisions, by providing access to the right financial information at the right time. So when running its campaign, they knew they had to look for the ‘small sharks’ that were willing to support its vision. “You need to build momentum, create a narrative and work on that story, amplify everything and get your name out there. Look at one on one outreach, go to conferences, offer incentives, have a launch event - I did mine with FrontFundr in Vancouver. I organized about 10 talks by myself as well. It’s a great way to build up your network.” “There can sometimes be a bit of misconception about what equity crowdfunding really is. You need to communicate this very clearly, and explain to people that it is not the same as investing in the stock market. You want people to invest because they believe in the company and the long term vision.”Hardbacon’s first campaign was heavily driven by marketing outreach. Only 11% of its first investment group was from existing FrontFundr users. Over the years its investment has grown to focus on repeat investors.