For many companies equity crowdfunding makes sense as an additional financing model, and it appeals because you can turn your most loyal customers into your owners and investors, as well as engaging with a whole new group of supporters. Growing a business is hard, running a crowdfunding campaign at the same time more so. But it is possible, and the potential rewards are massive. How did Willow, a team of 12, manage the dual tasks of building its platform and running a campaign?
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Campaign Results

What were the overall results

Funds raised
investments completed
unique investors

How they were achieved

Powerful, self-serve product and growth analytics to help you convert, engage, and retain more users.
% raised under OM or AI exemption
% FrontFundr community

Willow leveraged its prior venture capital raising to bolster its community raise. “We had conversations with VC firms prior to launching our campaign and after it as well. Overall, the impression they have of equity crowdfunding is pretty positive,” Mike explains. “We did crowdfunding to extend a pre-existing funding round, and so we had already done comprehensive due diligence with a third party. And that thorough, deep due diligence process provided confidence and reassurance to VCs. Part of the beauty of crowdfunding is also the third party validation aspect, the fact that we could prove we had shown our idea to a larger audience and they bought into our vision was a powerful message.”

The materials Willow developed through its VC fundraise allowed the team to better activate the existing FrontFundr community and show validation from “smart money.” This didn’t mean its raise didn’t come with challenges though. “Sustained momentum can be difficult to maintain,” Arsh says. “With a crowdfunding campaign there is always a lull in the middle, so it’s important not to panic, to keep going, to stay on course.” Mike added that they, “found a lot of people wanted to wait until the end to invest. People were curious, we had good traction, but we needed to be patient too. When you launch your campaign it’s a very public reveal of what your working on, it’s very personal. There is a certain sense of anticipation about how people will receive your idea. But if you’re not willing to put yourself out there, if you’re not willing to pitch the idea to your friends, your family, or your friends of friends, you should also question whether you should even be doing this in the first place. But overall a cool and energizing experience.”

Helping these challenges was the FrontFundr support team. “FrontFundr did a great job with its marketing and overall support. Very active and engaged team. Happy and eager to help us along and provide expertise. That was a major value add,” which ultimately helped Willow better engage the FrontFundr community and add hundreds of engaged people to Willow who would otherwise not have been there.

“Every meeting we had with FrontFundr made me more comfortable. Speaking to a group who understood marketing. Working and seeing that everyone on your side was pro, knew what was going on, made it a lot easier.”

Arsh Singh
Marketing, Willow

We’ve helped companies across Canada raise

Case studies from some of our amazing customers.
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Toro Beverages
“I believe that the people who will support us along this new journey should benefit as we grow and push boundaries. Creating a way for them to play a bigger part was a natural step in my commitment to doing things differently.”
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“Ultimately crowdfunding is just another marketing exercise. You certainly don’t need to be an expert, but you do need to understand the basics. Clear, consistent message, something people understand and can relate to.”
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“Every meeting we had with FrontFundr made me more comfortable. Speaking to a group who understood marketing. Working and seeing that everyone on your side was pro, knew what was going on, made it a lot easier.”
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Key Living
“I was a venture capatalist for 10 years having co-founded Plaza Ventures. Investment crowdfunding was not an option 5-10 years ago at Seed Stage, whereas now it is, and it’s a strong compliment to VC investment.”
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Macaloney Brewers
“Investments in our business start at only $500 and come with a series of awesome beer and whisky themed perks including product discounts, free merchandise, and access to our 3-day brewing and distilling academy.”
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“Listening. Our real super power is our ability to listen to our community and provide them what they are asking for from us.”
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TSS Rovers FC
“Working with FrontFundr was fantastic. It was like adding an entire management division to our team. They supported us in areas we were unfamiliar with allowing us to focus on our strengths and together we built a campaign that would see us reach our objectives and beyond. A true alignment of values and philosophy making for remarkable outcomes. Like we say at our club, Together One.”
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Stay Wyld Organics
“We value content that attaches to people's hearts. It's not just about the numbers; it's about creating meaningful connections. The success of our campaign was due in part to our Wyld Tribe. They'll be with us to the end of this journey.”