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Crowdfunding Market Size & Growth:The global real estate crowdfunding market was valued at approximately USD 13207 million in 2018.It is expected to reach around USD 868982 million by 2027, growing at a CAGR of about 58.3% between 2019 and 2027.Unique Selling Propositions (USP):Opportunity for micro-ownership in Thailand without complications.Investment in Phuket’s robust tourism market, backed by substantial travel trends, including a significant number of passport holders in India and China.Capitalizing on the remote worker trend, with a projection of 35 million traveling by 2025.Investing in real estate vacation rentals and wellness programs, which are expected to show solid growth post-COVID.Phuket as an Investment Destination:Phuket is considered ideal for a "Proof of Concept" due to being the #1 tourism destination in Southeast Asia, now surpassing Bali.The real estate market in Thailand, and specifically in Phuket, presents opportunities for great deals.Benefits for Early Funders:Early funders are expected to receive the best returns.With a prototype and track record, the project can seek larger "Phase II" funding, allowing initial investors to recoup their capital while still enjoying the benefits.Emerging Market Segment:The initiative is part of an emerging market segment - crowdfunding in Southeast Asia - within a booming tourism industry in Phuket.
Companies - examplesArticles - Market, Players, etc… Market TrendsRE Investment Pitch / materials (just FYI)Krabi - Airbnb + Wellness. This project is compelling for it’s waterfront location, it’s partnership with the main family in the area, as well as the genuine love the family has to their Chinese “Baba culture” roots dating back 100s of years. Glamping - Tent style Airbnb in Phangna. Very cheap and simple way to develop unique Airbnb rentals. I have the land available - again, belonging to a Thai partner with 1000s of Acres of land in this area. He’s also the owner of my Bungalows, as well as the owner of the next plot of land - sunrise. . Sunrise views - Phangna Airbnb / Wellness (I always feel that when you have land with a sunrise view, that is best suited for a wellness center, as the healthy audience is most inclined to enjoy the serenity of the early morning. Future Opportunities: Land, hotels and more … prime projects at local pricesconverting live-aboard dive-boats into mini cruise shipssingle-dwelling boats converted to in-port hotel rooms
Unique Selling Proposition (USP)Just Phuket offers a unique platform that connects tourists directly with local experiences, bypassing traditional middlemen. This ensures a more authentic and enriching travel experience while supporting local Thai entrepreneurs.Target AudienceLuxury Tourists: Seek exclusive, high-end experiences with a touch of local authenticity.Digital Nomads: Value connectivity, flexibility, and immersive cultural experiences.Backpackers: Look for affordable, authentic, and sustainable travel options.Visual IdentityLogo: Should reflect the vibrancy and diversity of Phuket, perhaps incorporating elements like the ocean, local flora, or traditional Thai motifs.Color Palette: A mix of tropical colors to evoke the feel of Phuket, balanced with earthy tones to represent sustainability.Typography: Modern yet approachable, ensuring readability across various platforms.Campaign StoryEmphasize the journey of Just Phuket in revolutionizing the tourism industry by creating a narrative that highlights the local community's involvement and the benefits for tourists.Rewards and IncentivesOffer tiered rewards based on contribution levels. For example, exclusive experiences for high-tier contributors, discounts for mid-tier, and recognition on the platform for lower tiers.Implement a referral program to encourage word-of-mouth promotion.Social Media and Promotion StrategyUtilize platforms like Instagram and Facebook for visual storytelling, focusing on the beauty of Phuket and the unique experiences offered.Engage with influencers and bloggers within the travel and sustainability sectors.Run targeted ad campaigns on social media platforms to reach different segments of the target audience.Ethical and Social ResponsibilitiesHighlight Just Phuket's commitment to sustainable tourism, ensuring that local communities benefit from the tourism industry without the environmental and cultural drawbacks.Showcase collaborations with local businesses and how Just Phuket is contributing to the local economy.Community Engagement in PhuketOrganize events and workshops that involve local entrepreneurs, creating a sense of community and offering tourists an insight into the local culture and lifestyle.Timeline and MilestonesOutline a clear timeline for the campaign, including key milestones such as launch date, major promotional events, and deadlines for different phases of the campaign.Measurement and EvaluationEstablish metrics to measure the success of the campaign, including funds raised, social media engagement, website traffic, and feedback from both tourists and local participants.
Objective: Successfully Launch and Fund the Crowdfunding CampaignKR1: Achieve the funding target within the first 30 days of the campaign.KR2: Attract 10,000 unique visitors to the campaign page in the first week.KR3: Secure at least 500 contributions from high-tier investors (luxury tourists and digital nomads).Objective: Build a Strong Brand Presence in Target MarketsKR1: Gain 20,000 followers on Instagram with a 5% engagement rate.KR2: Receive 500 shares of campaign content from influencers and bloggers.KR3: Achieve a 25% increase in brand recognition among target audiences, as measured by market surveys.Objective: Foster Community Engagement and Sustainable Tourism PracticesKR1: Partner with at least 50 local businesses and entrepreneurs.KR2: Organize 10 community events promoting local culture and sustainability.KR3: Receive positive feedback from 80% of participating local businesses and community members.
Crowdfunding Campaign MetricsTotal funds raised vs. target amount.Number of contributions received.Average contribution size.Traffic to the campaign page (unique visitors, page views).Brand Awareness and EngagementSocial media followers and engagement rates (likes, comments, shares).Number of mentions and shares by influencers and bloggers.Brand recognition and sentiment as per market surveys.Community Involvement and ImpactNumber of partnerships with local businesses and entrepreneurs.Attendance and engagement in community events.Feedback from local community and business partners (surveys, interviews).Marketing EfficiencyCost per acquisition (CPA) of contributors.Return on Advertising Spend (ROAS) for digital campaigns.Conversion rate of campaign page visits to contributions.Post-Campaign SustainabilityLong-term engagement with the Just Phuket platform by contributors and tourists.Sustainable practices adoption rate among partnered local businesses.Repeat visitation rate to Phuket via the Just Phuket platform.
AttentionTask: Create engaging social media content and ads that highlight the unique aspects of Just Phuket, like its direct connection to local experiences, and its commitment to ethical and sustainable tourism.Content Types: Short videos showcasing Phuket's beauty and testimonials from local entrepreneurs about how Just Phuket supports them.InterestTask: Develop blog posts and email newsletters that delve deeper into how Just Phuket is revolutionizing the tourism industry in Phuket.Content Types: Detailed articles on sustainable tourism practices, interviews with local artisans, and stories about the positive impact on the community.DesireTask: Share user stories and case studies on social media and via email marketing to show the real impact of Just Phuket.Content Types: Testimonials from tourists and locals, before-and-after scenarios of tourism impact, infographics on savings for both tourists and suppliers.ActionTask: Direct traffic to the lead magnet landing page with a clear call to action for pre-registration.Content Types: Landing page with compelling copy, clear benefits of pre-registering, and easy sign-up process. Incentivize with exclusive early access or special rewards.
Address Pain Points: Create content that shows understanding of tourists’ and locals’ challenges in the current tourism market (e.g., high commissions, lack of authentic experiences).Build Trust and Credibility: Share success stories, endorsements from local authorities, and updates on how funds will be used.Ease of Action: Ensure content has clear calls to action, easy navigation to the sign-up page, and simplified registration process.
Needs and Expectations:Authentic experiencesEthical and sustainable tourism optionsValue for moneyValue Ladder:Awareness: Showcase Phuket’s attractions and Just Phuket’s unique approach.Consideration: Emphasize ethical and economic benefits.Decision: Offer incentives for early sign-up, like exclusive deals or recognition.
"Meet the Locals" series featuring stories of Phuket's entrepreneurs.Infographics on how Just Phuket reduces tourist expenses.Countdown to campaign launch with daily highlights.A day in the life of a Phuket local entrepreneur.The story behind Just Phuket: Interviews with founders.Explainer video on how Just Phuket works and its benefits.
Initial EngagementTask: Send a personalized email to existing investors, acknowledging their interest and providing an exclusive insider look at the campaign's progress.Content Types: Behind-the-scenes updates, sneak peeks of campaign rewards, and personal messages from the Just Phuket team.Deepening InterestTask: Share detailed information about the impact and benefits of their early investment, emphasizing the urgency and importance of their support in the initial phase.Content Types: Webinars or live Q&A sessions with the founders, detailed breakdowns of how funds will be used, and success stories from the community in Phuket.Building ExcitementTask: Create anticipation for the launch with regular updates, countdowns, and exclusive previews.Content Types: Email series with countdown to launch, exclusive previews of campaign materials (like videos or infographics), and testimonials from other early supporters.Call to ActionTask: Provide a clear and compelling call to action for early investment, highlighting the exclusive benefits of acting within the first 72 hours.Content Types: Exclusive early bird offers, limited-time rewards for first-day backers, and clear instructions on how to contribute as soon as the campaign goes live.Post-Investment EngagementTask: Thank investors for their contributions and keep them engaged throughout the campaign.Content Types: Thank-you emails, regular updates on campaign progress, and exclusive content like interviews with the team or impact stories.
Personalization: Tailor communications to reflect each investor's previous interactions and expressed interests.Exclusivity: Offer early access to information, special rewards, or recognition on the platform or in campaign materials.Urgency: Emphasize the critical role of early contributions in reaching the 72-hour goal, using countdown timers and regular updates.Transparency: Keep investors informed about how their contributions are making a difference and the overall progress of the campaign.Community Building: Foster a sense of community among early backers, encouraging them to share their support and spread the word.
Marketing
Crowdfunding Basics
This information underscores the potential and attractiveness of the Just Phuket crowdfunding campaign, particularly for investors looking to tap into the burgeoning tourism and real estate market in Phuket. The campaign appears to be strategically positioned to capitalize on current market trends and the growing appeal of sustainable and remote-work-friendly travel options.
Crowdfunding Research
This is just a rough throw-together collection of some of the crowdfunding material… sorry to dump so much… you’ll notice some material references a “Wellness Center” model, and other material has a focus on the remote worker. While both of those concepts will fit well with specific properties, the far simpler theme of the whole project: Unique Upscale Airbnbs.
Crowdfunding platform as part of long-term investment strategy
My long-term goal is to develop my own Crowdfunding platform that can be proven regionally, and can easily scale to other markets. But my 3 month goal is to create TWO campaigns in line with your idea of selling vacation packages on a site such as indiegogo. One for the bungalows, and one for the Krabi project, which I feel offers the highest ROI of any project. Additional pipeline projects also offer great ROI, and are ready for development (land is on-hold for me).
To be perfectly honest, I think your strategy of crowdfunding packages through existing platforms can suffice for the next year. The longer-term strategy can return to the concept of a dedicated crowdfunding platform, as this model shows strong promise. But it’s not a simple set-up. The legal and financial structure needed for start-up are substantial, not to mention the technical side and the depth of marketing needed to create enough traffic to your own start-up crowdfunding platform.
Here are several compelling articles. The first from 2014; this is nothing new, and in fact is a developed industry that is now specializing in areas such as vacation rentals. Yet it is still a new thing in SE Asia.
Other WSJ:
Additional research / Links …
Global real estate crowdfunding market is predicted to be valued at approximately USD 13,207 million in 2018 and is expected to reach a value of around USD 868,982 million by 2027, at a CAGR of around 58.3% between 2019 and 2027.
With your background in wineries (I’m curious to learn more), you’ll likely know about this one:
Current Projects
Focus on the Remote Worker: “Traveling as a lifestyle”
Panwa Airbnbs
Bungalows
Pipeline Projects
4b… Floating hotels - Distressed property isn’t always land … several Thai-owned dive boats are literally “dead in the water” waiting for investors to join at pennies on the dollar. These unique airbnb rooms would travel around the waters inside of Phuket - Koh Phi Phi, Railay, Koh Lanta, Koh Yao Noi, etc.
Rewards and incentives from the most successful tourism related campaigns on Kickstarter and Indiegogo:
Tentsile Tree Tents (Kickstarter): Tentsile's campaign offered backers the opportunity to pre-order their innovative tree tents, combining camping with a treehouse experience. Different pledge levels provided various models of tree tents, allowing backers to choose the size and style that suited their needs.
Hitch Hotel (Kickstarter): The Hitch Hotel campaign offered backers a chance to get their hands on a compact, lightweight, and expandable travel trailer. Pledges included early access to the Hitch Hotel and even an exclusive Hitch Hotel camping experience.
Epic Dock (Kickstarter): This campaign offered backers a portable and modular workstation designed for digital nomads. Rewards included the Epic Dock itself, along with add-ons like a solar panel for remote work.
Pico C (Kickstarter): The PicoBrew campaign introduced backers to a home brewing appliance. Pledges included the Pico C itself, various beer kits, and exclusive access to the BrewMarketplace.
DUK Gear (Indiegogo): The DUK Gear campaign offered backers a versatile and modular travel bag system. Rewards included different components of the DUK bag, which backers could mix and match according to their travel needs.
Tropicfeel Shell (Kickstarter): The Tropicfeel campaign introduced a versatile and eco-friendly travel backpack, the Shell. Pledges included the backpack and various add-ons such as packing cubes and a shoe compartment.
Peak Design Travel Line (Kickstarter): Peak Design's travel line campaign featured a range of travel-friendly bags and accessories. Pledges included backpacks, camera cubes, and pouches designed for travelers and photographers.
Travel Tripod by Peak Design (Kickstarter): Peak Design's Travel Tripod campaign offered backers a chance to pre-order the innovative and compact travel tripod. Rewards included different versions of the tripod, including carbon fiber and aluminum options.
Shru (Kickstarter): The Shru campaign introduced backers to a smart cat companion designed for pet owners who travel. Pledges included the Shru toy, subscription plans, and exclusive updates.
Sondors eBike (Indiegogo): While not strictly tourism-related, the Sondors eBike campaign offered backers a chance to pre-order electric bikes suitable for urban commuting or exploring new destinations.
Customer Avatars
Lead Magnets
Table 1
Lead Magnet Idea
Type
Target Audience
Unique Selling Proposition (USP)
What Problems Does It Solve
"Phuket Luxury Guide"
E-book
Luxury Tourists
Exclusive insights into Phuket's high-end experiences
Provides information on top-tier dining, accommodation, and activities
"Eco-Luxury Resorts in Phuket"
Whitepaper
Luxury Tourists
Focus on sustainable, high-end stays
Helps find luxury accommodations that are eco-friendly
"Digital Nomad's Guide to Phuket"
E-book
Digital Nomads
Tailored advice for remote working in Phuket
Addresses work-life balance and connectivity needs in Phuket
"Phuket's Hidden Gems"
Interactive Map
All Audiences
Unveiling lesser-known attractions
Encourages exploration beyond the usual tourist spots
"Phuket Backpacker Essentials"
Checklist
Backpackers
A comprehensive list of backpacking must-haves for Phuket
Assists in effective packing and preparation for budget travel
"Local Cultural Experiences"
Video Series
All Audiences
Showcases authentic cultural experiences in Phuket
Highlights engaging local activities and traditions
"Phuket's Culinary Delights"
Recipe Book
Food Enthusiasts
Collection of local recipes and dining spots
Brings a taste of Phuket's cuisine to the kitchen
"Sustainable Travel in Phuket"
Webinar
Eco-Conscious Travelers
Tips on responsible and sustainable tourism
Promotes environmentally friendly travel practices
"Luxury Spa and Wellness Guide"
PDF Guide
Luxury Tourists
Details on Phuket's top wellness retreats
Helps plan rejuvenating and luxurious wellness experiences
"Phuket Adventure Activities"
E-book
Adventure Seekers
Comprehensive guide to adventurous activities in Phuket
Assists in planning thrilling experiences like diving, hiking, etc.
"Phuket for Families"
Interactive Tool
Family Travelers
Family-friendly activities and accommodations
Makes family travel planning easy and stress-free
"Budget-Friendly Phuket"
E-book
Backpackers
Guide to exploring Phuket on a budget
Offers tips on affordable lodging, dining, and activities
"Phuket's Best Photo Spots"
Infographic
Photography Enthusiasts
Guide to the most picturesque locations
Helps photographers find stunning spots for shots
"Phuket Nightlife Explorer"
Mobile App
Young Adult Tourists
Curated guide to Phuket's nightlife
Provides safe and exciting nightlife options
"Yacht and Boat Rentals"
Checklist
Luxury Tourists
Guide to renting yachts and boats in Phuket
Facilitates the booking of private and luxury sea excursions
"Phuket's Remote Work Spaces"
PDF Guide
Digital Nomads
Information on co-working spaces and connectivity
Solves remote working and networking needs
"Volunteering Opportunities in Phuket"
E-book
Socially Responsible Travelers
Guide to meaningful volunteering experiences
Matches travelers with local community projects
"Solo Traveler's Safety Guide"
Whitepaper
Solo Travelers
Tips for safe and enjoyable solo travel in Phuket
Addresses safety concerns for solo explorers
"Thai Language Basics"
Online Course
All Audiences
Basic Thai language skills for travelers
Enhances communication and cultural immersion
"Phuket Festivals and Events"
Calendar
Cultural Enthusiasts
Calendar of local festivals and events
Helps plan visits around cultural festivities and events
There are no rows in this table
Each of these lead magnets is designed to provide unique, valuable content to the respective target audiences, addressing their specific interests and needs related to travel in Phuket. The USPs focus on delivering tailored information, enhancing the travel experience, and solving common travel-related problems.
Marketing & Branding Strategy
Key components
This proposal outlines a strategic approach that balances the commercial objectives of Just Phuket with its commitment to ethical practices and community engagement. The next step is to further refine these ideas and develop a detailed plan for each component.
OKR’s & KPI’s
For the Just Phuket crowdfunding campaign, establishing clear Objectives and Key Results (OKRs) along with Key Performance Indicators (KPIs) is crucial for tracking progress and ensuring success. Let's outline them:
OKRs (Objectives and Key Results)
KPIs (Key Performance Indicators)
These OKRs and KPIs will guide the campaign's direction, help in measuring success, and ensure alignment with the overall goals of Just Phuket. Regular reviews and adjustments will be necessary to respond to the campaign's progress and market dynamics.
Funnels
Lead Magnet Funnel & Landing Page for New Investors
Goal: Encourage pre-registration for the crowdfunding campaign on Kickstarter and GoFundMe, focusing on the project's charitable aspect.
Stages of the Marketing Funnel
Producing Valuable Content
Cold Target Audience's Buying Tendencies
Social Media Posts and YouTube Video Ideas
Facebook and Instagram Posts:
YouTube Video Ideas:
This approach aims to engage potential backers at every stage of the funnel, building a connection with Just Phuket's mission and encouraging them to become part of this innovative tourism revolution.
Nurturing Campaign Funnel & Landing Page for Existing Investors
Objective: Engage and nurture investors who are already familiar with the Just Phuket project to ensure a strong start to the crowdfunding campaign, aiming to collect $33,333 (1/3 of the $100,000 goal) in the first 72 hours.
Stages of the Nurturing Funnel
Strategies for Success
This funnel strategy focuses on leveraging the existing interest and commitment of known investors, providing them with a tailored and engaging experience that motivates them to act quickly and support the campaign's strong start.
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