{"id":6331,"date":"2023-09-13T11:49:01","date_gmt":"2023-09-13T11:49:01","guid":{"rendered":"https:\/\/www.turbocrowd.it\/?p=6331"},"modified":"2024-10-12T14:24:29","modified_gmt":"2024-10-12T14:24:29","slug":"bookdealer-campagne-de-crowdfunding","status":"publish","type":"post","link":"https:\/\/www.turbocrowd.it\/fr\/bookdealer-campagne-de-crowdfunding\/","title":{"rendered":"Histoires de r\u00e9ussite : analyse du crowdfunding de Bookdealer"},"content":{"rendered":"<p class=\"translation-block\"><strong>Bookdealer<\/strong> est la place de march\u00e9 pour les librairies ind\u00e9pendantes qui, \u00e0 l'automne 2022, a men\u00e9 avec succ\u00e8s une <strong>campagne de crowdfunding en capital<\/strong> pour financer sa croissance.<\/p>\n\n\n\n<p>Il a \u00e9t\u00e9 cr\u00e9\u00e9 en 2020, pendant la pand\u00e9mie, pour soutenir les librairies ind\u00e9pendantes en leur offrant une place de march\u00e9 centralis\u00e9e leur permettant d'atteindre les utilisateurs finaux, m\u00eame sans disposer de leur propre commerce \u00e9lectronique et sans d\u00e9pendre de grands acteurs de la distribution.<\/p>\n\n\n\n<p class=\"translation-block\">Leonardo Taiuti, traducteur, \u00e9diteur et directeur unique de Bookdealer, nous a fait part dans un webinaire de son exp\u00e9rience de premi\u00e8re main, d'o\u00f9 il ressort que le chemin vers <strong>le succ\u00e8s de la campagne de crowdfunding<\/strong> n'a pas \u00e9t\u00e9 facile, mais a apport\u00e9 de nombreuses satisfactions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pourquoi lancer une campagne de crowdfunding ?<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Lorsque Bookdealer s'est trouv\u00e9, comme toutes les jeunes entreprises, dans la n\u00e9cessit\u00e9 de <strong>lever des capitaux<\/strong> pour se d\u00e9velopper et am\u00e9liorer la qualit\u00e9 de son activit\u00e9, il a examin\u00e9 les possibilit\u00e9s qui s'offraient \u00e0 lui :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>pr\u00eat bancaire<\/li>\n\n\n\n<li>recherche de grands investisseurs<\/li>\n\n\n\n<li>la finance alternative.<\/li>\n<\/ul>\n\n\n\n<p class=\"translation-block\">Les deux premi\u00e8res options \u00e9taient difficilement accessibles pour une petite entreprise comme Bookdealer, qui plus est op\u00e9rant dans un domaine, celui du livre, qui en Italie ne voit pas couler des rivi\u00e8res d'or. Le <strong>financement alternatif<\/strong> semblait donc la meilleure option pour un projet lui-m\u00eame plut\u00f4t alternatif.<\/p>\n\n\n\n<p class=\"translation-block\">Plus pr\u00e9cis\u00e9ment, Bookdealer a identifi\u00e9 le <strong>crowdfunding<\/strong> comme le point d'\u00e9volution naturelle de son parcours, n\u00e9 de la base pour se pr\u00e9senter comme une alternative aux grands magasins en ligne. Un projet avec une composante sociale marqu\u00e9e et qui, en raison de sa nature culturelle, stimule d\u00e9j\u00e0 physiologiquement l'<strong>implication des utilisateurs<\/strong> en tant que protagonistes et clients. Porter cette implication \u00e0 un niveau plus \u00e9lev\u00e9 semblait \u00eatre la bonne continuation de la feuille de route commerciale serr\u00e9e de Bookdealer, une feuille de route qui n\u00e9cessitait de nouvelles ressources pour \u00eatre poursuivie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Choisir l'equity crowdfunding : risques et craintes<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Une fois que le <strong>crowdfunding<\/strong> a \u00e9t\u00e9 \u00e9tabli comme la meilleure option, il a \u00e9t\u00e9 n\u00e9cessaire d'identifier <a href=\"https:\/\/www.turbocrowd.it\/fr\/les-types-de-crowdfunding\/\" target=\"_self\">le type<\/a> le mieux adapt\u00e9 au type d'entreprise en question.<\/p>\n\n\n\n<p class=\"translation-block\">En comparant avec d'autres start-ups, les partenaires de Bookdealer ont per\u00e7u une crainte r\u00e9pandue : le risque d'une dilution excessive des actions avec <a href=\"https:\/\/www.turbocrowd.it\/fr\/equity-crowdfunding-comment-ca-marche\/\" target=\"_self\">l'equity crowdfunding<\/a>, qui pourrait conduire \u00e0 une perte de contr\u00f4le de l'entreprise.<\/p>\n\n\n\n<p class=\"translation-block\">C'est une crainte tr\u00e8s r\u00e9pandue, bas\u00e9e sur une id\u00e9e partielle et inexacte des m\u00e9canismes de <strong>equity crowdfunding<\/strong>. S'il est vrai que l'\u00e9largissement de l'actionnariat entra\u00eene effectivement une dilution des actions, il est aussi (et surtout) vrai que c'est l'entreprise qui d\u00e9cide combien et comment \u00e9largir l'actionnariat, ayant \u00e0 sa disposition diff\u00e9rents types d'actions et de nombreuses fa\u00e7ons de <strong>g\u00e9rer les investisseurs<\/strong> qui lui permettent de garder un contr\u00f4le total. Par exemple, il est possible de regrouper tous les investisseurs en masse en une seule partie prenante, par le biais d'un v\u00e9hicule d'entreprise ou d'autres instruments administratifs et bureaucratiques. Nous en avons parl\u00e9 dans un autre <a href=\"https:\/\/www.youtube.com\/watch?v=M0G0GeRODYQ\" target=\"_self\">webinaire avec un avocat sp\u00e9cialis\u00e9<\/a>.<\/p>\n\n\n\n<p>Bookdealer n'a pas eu cette crainte, car il avait un objectif de collecte modeste, qui aurait donn\u00e9 lieu \u00e0 la vente d'un nombre limit\u00e9 d'actions : le crowdfunding est totalement personnalisable. Au contraire, l'entr\u00e9e de nouveaux membres repr\u00e9sentait pour eux une chance de conna\u00eetre des personnes int\u00e9ressantes et utiles dans le m\u00e9tier, de rencontrer des personnes plus ou moins directement impliqu\u00e9es dans l'univers de Bookdealer.<\/p>\n\n\n\n<p class=\"translation-block\">La v\u00e9ritable crainte de l'\u00e9quipe \u00e9tait la plus l\u00e9gitime lorsqu'on lance une campagne de crowdfunding : la <strong>peur de ne pas atteindre l'objectif minimum<\/strong>, puis de se mettre en avant publiquement et de se ridiculiser. Car <strong>faire du crowdfunding<\/strong>, c'est cela : c'est d\u00e9clarer publiquement que l'on croit en un projet, au point de demander de l'argent aux gens pour le soutenir, et une mauvaise r\u00e9ponse du public est l'indice d'une mauvaise cr\u00e9dibilit\u00e9. Comment \u00e9viter cela ? En se pr\u00e9parant correctement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Avant la campagne : le cours d'acc\u00e9l\u00e9ration des start-ups<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Le chemin de Bookdealer vers la <strong>campagne de crowdfunding en capital<\/strong> a \u00e9t\u00e9 un peu particulier. Alors qu'ils commen\u00e7aient d\u00e9j\u00e0 \u00e0 prendre des dispositions avec la plateforme Mamacrowd pour lancer la campagne en avril 2022, Bookdealer a \u00e9t\u00e9 s\u00e9lectionn\u00e9 pour le programme d'acc\u00e9l\u00e9ration de <a href=\"https:\/\/socialfare.org\/\" target=\"_self\">Social Fare<\/a>, un <strong>acc\u00e9l\u00e9rateur de startups<\/strong> bas\u00e9 \u00e0 Turin. Le programme d\u00e9butera en avril 2022.<\/p>\n\n\n\n<p class=\"translation-block\">Les partenaires de Bookdealer ont \u00e9t\u00e9 confront\u00e9s \u00e0 une d\u00e9cision difficile et ont d\u00e9cid\u00e9 de prendre le risque de <strong>reporter la lev\u00e9e de fonds<\/strong> afin d'investir davantage dans l'intervalle, ce qu'ils n'avaient pas \u00e0 l'\u00e9poque. Apr\u00e8s avoir \u00e9cout\u00e9 les conseils de divers professionnels et trouv\u00e9 quelques investisseurs, ils ont d\u00e9cid\u00e9 de s'engager sur la voie de l'acc\u00e9l\u00e9ration, et le temps a prouv\u00e9 que c'\u00e9tait le bon choix.<\/p>\n\n\n\n<p class=\"translation-block\">En quatre mois, ils ont acquis des <strong>connaissances et des comp\u00e9tences pr\u00e9cieuses<\/strong> pour les entreprises en g\u00e9n\u00e9ral et pour les campagnes de crowdfunding en particulier. Par exemple, ils ont appris \u00e0 pr\u00e9parer un plan d'affaires et un compte de r\u00e9sultat efficaces \u00e0 pr\u00e9senter aux investisseurs.<\/p>\n\n\n\n<div data-aos= \"slide-right\" data-aos-duration=\"400\" data-aos-delay=\"0\" data-aos-easing=\"ease\" data-aos-once=\"true\" class=\"wp-block-uagb-container uagb-block-1e0fbaf5 alignfull uagb-is-root-container\">\n<div style=\"margin-top:0;margin-bottom:0;height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-bcf26494\"><h2 class=\"uagb-heading-text\"><strong>Vous souhaitez discuter directement avec nos experts en crowdfunding du sujet que vous lisez ?<\/strong><\/h2><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1263b640\"><p class=\"uagb-heading-text\">Turbo Crowd peut vous r\u00e9v\u00e9ler toutes les ficelles du m\u00e9tier de crowdfunding, vous montrer les possibilit\u00e9s de collecte de capitaux qui s'offrent \u00e0 vous et vous fournir un soutien pratique pour mettre en place une campagne de crowdfunding r\u00e9ussie.<\/p><\/div>\n\n\n\n<div class=\"wp-block-uagb-buttons uagb-buttons__outer-wrap uagb-btn__medium-btn uagb-btn-tablet__default-btn uagb-btn-mobile__default-btn uagb-block-66b0de0d\"><div class=\"uagb-buttons__wrap uagb-buttons-layout-wrap\">\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-adaecfd1 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/www.turbocrowd.it\/fr\/reserver-une-consultation-gratuite-sur-le-blog\/\" rel=\"follow noopener\" target=\"_self\" role=\"button\"><div class=\"uagb-button__link\">R\u00e9servez un appel vid\u00e9o GRATUIT !<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Equity crowdfunding Bookdealer : questions critiques<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Des contretemps dans la production des <a href=\"https:\/\/www.turbocrowd.it\/fr\/document-doffre-daugmentation-de-capital\/\" target=\"_self\">documents n\u00e9cessaires au lancement de la campagne de crowdfunding<\/a> ont retard\u00e9 le d\u00e9but des travaux, pla\u00e7ant Bookdealer devant trois grands probl\u00e8mes critiques \u00e0 r\u00e9soudre :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>peu de temps pour pr\u00e9parer la campagne<\/li>\n\n\n\n<li>seuil minimal trop \u00e9lev\u00e9<\/li>\n\n\n\n<li>un budget publicitaire limit\u00e9.<\/li>\n<\/ul>\n\n\n\n<p class=\"translation-block\">Pour atteindre des objectifs ambitieux avec une campagne d'equity crowdfunding, il est indispensable de prendre le temps n\u00e9cessaire pour les <strong>activit\u00e9s pr\u00e9-campagne<\/strong> (le <a href=\"https:\/\/www.turbocrowd.it\/fr\/precrowd\/\" target=\"_self\">precrowd<\/a>) et de disposer d'un <a href=\"https:\/\/www.turbocrowd.it\/fr\/cout-du-crowdfunding\/\" target=\"_self\">budget ad\u00e9quat<\/a>. Les professionnels de <strong>Turbo Crowd<\/strong> ont aid\u00e9 Bookdealer \u00e0 optimiser ses ressources et \u00e0 obtenir les meilleurs r\u00e9sultats possibles sur la base de ses conditions de d\u00e9part, en seulement 2 semaines : \u00eatre conscient des limites et des possibilit\u00e9s est crucial pour obtenir des r\u00e9sultats et \u00e9viter les d\u00e9ceptions. La consultation professionnelle sert aussi \u00e0 cela.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Turbo Crowd x Bookdealer : solutions<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Le grand avantage de base de Bookdealer \u00e9tait la <strong>communaut\u00e9 pr\u00e9existante<\/strong> : les plus de 54 000 utilisateurs de la place de march\u00e9 et les plus de 700 librairies ind\u00e9pendantes desservies constituaient un bon point de d\u00e9part pour l'identification d'investisseurs potentiels. En effet, n'oubliez pas que <a href=\"https:\/\/www.turbocrowd.it\/fr\/recherche-dinvestisseurs-pour-les-entreprises-en-phase-de-demarrage\/\" target=\"_self\">les clients sont les premiers et les plus probables investisseurs potentiels<\/a> ! En outre, l'\u00e9quipe de Bookdealer disposait d'un pr\u00e9cieux r\u00e9seau de contacts dans le monde de l'\u00e9dition.<\/p>\n\n\n\n<p>Voici donc les solutions mises en place :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\">la mise en place d'une <strong>strong&gt;strat\u00e9gie de r\u00e9compense<\/strong> coh\u00e9rente avec le ciblage sp\u00e9cifique de la communaut\u00e9 Bookdealer existante ;<\/li>\n\n\n\n<li class=\"translation-block\">la construction d'un <strong>pipe de vente<\/strong> avec un acc\u00e8s via un formulaire d'expression d'int\u00e9r\u00eat sur une page d'atterrissage d\u00e9di\u00e9e ;<\/li>\n\n\n\n<li class=\"translation-block\">&lt;Implication directe de l&#039;\u00e9quipe Bookdealer dans la n\u00e9gociation et la s\u00e9lection de contacts de qualit\u00e9 ;<\/li>\n\n\n\n<li class=\"translation-block\"><strong>publicit\u00e9<\/strong> uniquement sur Facebook, d'abord dirig\u00e9e vers la page d'atterrissage, puis, apr\u00e8s l'ouverture de la campagne, directement vers Mamacrowd ;<\/li>\n\n\n\n<li class=\"translation-block\"><strong>implication de la communaut\u00e9 Bookdealer<\/strong> par le biais d'e-mails, de lettres d'information et de messages visant \u00e0 susciter une manifestation d'int\u00e9r\u00eat ou \u00e0 r\u00e9server un appel avec l'\u00e9quipe.<\/li>\n<\/ul>\n\n\n\n<p>Enfin, il a \u00e9t\u00e9 d\u00e9cid\u00e9 d'abaisser le seuil minimum \u00e0 100 000 euros, afin de garantir un premier objectif r\u00e9aliste et s\u00fbr et de ne pas risquer de gaspiller le travail accompli.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Equity crowdfunding Bookdealer : r\u00e9sultats<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>Les strat\u00e9gies d\u00e9ploy\u00e9es, bien que dans un d\u00e9lai tr\u00e8s court, et l'engagement de l'\u00e9quipe de Bookdealer ont \u00e9t\u00e9 couronn\u00e9s de succ\u00e8s. Examinons les donn\u00e9es.<\/p>\n\n\n\n<p><strong>D\u00e9but de la campagne : 25\/11\/2022<\/strong><\/p>\n\n\n\n<p><strong>Fin de la campagne : 24\/01\/2023<\/strong><\/p>\n\n\n\n<p><strong>Objectif minimum : 100 000<\/strong><\/p>\n\n\n\n<p><strong>Collection : \u20ac 199,201<\/strong><\/p>\n\n\n\n<p><strong>Investisseurs : 128<\/strong><\/p>\n\n\n\n<p class=\"translation-block\">Au-del\u00e0 du capital lev\u00e9, qui a d'ailleurs largement d\u00e9pass\u00e9 l'objectif minimum, Bookdealer a pu d\u00e9couvrir les <strong>avantages indirects du crowdfunding<\/strong> :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>l'acquisition de nouvelles comp\u00e9tences et de nouveaux outils (par exemple, la gestion de la relation client)<\/li>\n\n\n\n<li>l'acquisition de contacts utiles avec des professionnels inh\u00e9rents ou transversaux au monde du livre<\/li>\n\n\n\n<li>obtenir un retour d'information et des conseils de la part des utilisateurs du service.<\/li>\n<\/ul>\n\n\n\n<p>Parmi les nouveaux membres de Bookdealer, on trouve \u00e9galement un certain nombre de librairies ind\u00e9pendantes qui, d'utilisatrices du service, en sont devenues partie int\u00e9grante, ainsi que de nombreux utilisateurs qui se sont manifest\u00e9s pour offrir leur soutien afin d'am\u00e9liorer la plateforme et de soutenir sa croissance, et pas seulement avec de l'argent : c'est l\u00e0 la v\u00e9ritable richesse du crowdfunding.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les conseils d'un bookdealer pour r\u00e9ussir l'equity crowdfunding<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Les trois principaux <strong>conseils pour ceux qui veulent faire du crowdfunding<\/strong>, de la part de ceux qui l'ont d\u00e9j\u00e0 fait :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ne sautez pas l'\u00e9tape du pr\u00e9crowd ;&nbsp;<\/li>\n\n\n\n<li>contacter toutes les personnes qui manifestent de l'int\u00e9r\u00eat, r\u00e9guli\u00e8rement et \u00e0 plusieurs reprises, et apprendre \u00e0 insister sans \u00eatre ennuyeux, car pour amener quelqu'un \u00e0 vous donner de l'argent, il faut \u00eatre tr\u00e8s persistant et convaincant ;<\/li>\n\n\n\n<li>Gardez votre calme !<\/li>\n<\/ul>\n\n\n\n<p><strong>Pour \u00e9couter ces conseils de la voix en direct de Leonardo Taiuti de Bookdealer, nous vous renvoyons \u00e0 la page d'accueil du site Web de Bookdealer. <a href=\"https:\/\/www.youtube.com\/watch?v=pamRTu16MSc\" target=\"_blank\" rel=\"noreferrer noopener\">webinaire d\u00e9di\u00e9<\/a>. Sur <a href=\"https:\/\/www.facebook.com\/groups\/crowdfundersitalia\" target=\"_blank\" rel=\"noreferrer noopener\">Groupe Facebook Turbo Crowd<\/a> Nous organisons des webinaires utiles pour ceux qui veulent en savoir plus sur le monde du crowdfunding. <\/strong><\/p>\n\n\n\n<div data-aos= \"slide-right\" data-aos-duration=\"400\" data-aos-delay=\"0\" data-aos-easing=\"ease\" data-aos-once=\"true\" class=\"wp-block-uagb-container uagb-block-1e0fbaf5 alignfull uagb-is-root-container\">\n<div style=\"margin-top:0;margin-bottom:0;height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-bcf26494\"><h2 class=\"uagb-heading-text\"><strong><strong><strong><strong>Vous avez besoin d'aide pour pr\u00e9parer une campagne de crowdfunding r\u00e9ussie et rechercher des investisseurs potentiels pour votre projet ?<\/strong><\/strong><\/strong><\/strong><\/h2><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1263b640\"><p class=\"uagb-heading-text\">Turbo Crowd peut vous accompagner tout au long du processus, de l'organisation de la pr\u00e9-foule \u00e0 la cl\u00f4ture de la collecte, en d\u00e9veloppant des strat\u00e9gies de marketing efficaces et innovantes pour promouvoir votre campagne de la meilleure fa\u00e7on possible.<\/p><\/div>\n\n\n\n<div class=\"wp-block-uagb-buttons uagb-buttons__outer-wrap uagb-btn__medium-btn uagb-btn-tablet__default-btn uagb-btn-mobile__default-btn uagb-block-66b0de0d\"><div class=\"uagb-buttons__wrap uagb-buttons-layout-wrap\">\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-adaecfd1 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/www.turbocrowd.it\/fr\/reserver-une-consultation-gratuite-sur-le-blog\/\" rel=\"follow noopener\" target=\"_self\" role=\"button\"><div class=\"uagb-button__link\">R\u00e9servez un appel vid\u00e9o GRATUIT !<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p class=\"translation-block\"><strong>Bookdealer<\/strong> est la place de march\u00e9 pour les librairies ind\u00e9pendantes qui, \u00e0 l'automne 2022, a men\u00e9 avec succ\u00e8s une <strong>campagne de crowdfunding en capital<\/strong> pour financer sa 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