Change the world YOUR Way - Story of a Start-up

STORY OF A STARTUPFOUNDER & CEO @MATTKEPPLETWITTER: @MAKERBLE #TECHCITY

@MAKERBLE #CROYDON #TECHCITY @MATTKEPPLE

• Where the idea came from• The Idea • Making It

CHANGE THE WORLD YOUR WAY





Idea 2003. Launched 2004. Ran until 2007.

Won Channel4 IDEASFACTORY Award for PR & Marketing

Reached final of the Whitbread Young Achiever of the Year Award

Awarded with Fellowship of the prestigious British society, the RSA

2005


The Idea


There’s a desire to change the world within each of us

Charity staff and charity donors are both motivated to address the issues they care about

But what donors don’t see is the day to day progress that staff get to experience

And if this progress was visible, people would be inspired to give more and the number of people giving would rise

9.5million latent donors, £665million/year available in extra donationsSource: New Philanthropy Capital Money For Good report, UK Giving Green Paper

As a team we’ve seen this happen before£25 average donation, 22-35 year olds, 40 projects, £80,000, member-

get-member marketing, repeat attendees, charities earned loyaltyMatt Kepple, Annabel Dickson (Makerble) and friends co-founded the Youth Funding Network, www.ytfn.org - 2008-2013

There’s a growing appetite for transparency among donors

“I don’t donate money to charity because I’m not confident that my donation won’t

be wasted.

That’s why I volunteer my time instead because that way I see the direct impact of

what I put in”HSBC Investment Manager, aged 30-35, male

Source: Makerble interviews

But often our day-to-day lives get in the way

Telling the story of change, not selling the story of changeMakerble has a library of charitable projects described in the

Help (need) | Make (method, budget) | Change (impact) format

Users (Makers) select the causes they care about Makerble tailors a personalised stream of projects

matching the user’s interests for their monthly donation to fund.

Change is reported on the Maker’s Change TimelinePersonalised monthly email newsletter | Mobile app notifications

Makers have a Change Score which equates to their total impact across all the projects they’ve ever made possible

Automatically published to the Maker’s social network2.85 new Makers recruited per original Maker

50% Makers activate FB connect x 190 Facebook Friends x 3% signup rate

has provided nursery places

to 3 orphans in Romania. You can help Ahmed make even more change!

Giving Makers the option to subscribe to individual charities, meaning they will always have a project from that charity in

their Makerble Stream

Makerble is a revolutionary tool putting people in control of their positive global impact like never before. Our marketing reflects the breadth of interest in Makerble and we have

staff assigned to these areas.

PR EMPLOYEES EVERYWHERE

SUB CULTURES

SOCIAL MEDIA

BRANDED VOUCHERS

National media targets

Resolving the frustration in charity giving

Seeking celebrity Makers

Individual departments within companies can impact their choice of causes with a Makerble Bundle that is linked to the company’s Makerble Page

Exploring partnership with intermediary organisation to reach the Top 100 graduate employers

Big market: Only 2% of firms use Payroll Giving

University Student Reps: engaging students directly and giving societies to their own Bundles

Entertainment venues: clubs, bars, restaurants

Hobbyists: e.g. members of Meetup.com groups can impact their choice of causes with a Makerble Bundle

Seeded campaign video

Earned Media: Makers’ Change Stories published to their social networks

Owned Media: charities can engage existing supporters, e.g. using Makerble Charity Facebook App, email newsletter, etc.

Brands distribute match-funding vouchers to their customers to support their own choice of projects or projects highlighted by the brand.

Breakeven: 40,000 subscribers at £10/month[0.5% market share of 9.5million people market]

Monthly Burn: £20k[£9k Biz Dev, £6k Tech, £5k Ops]

Amount Requested: Round 1: £25k for 12% equity beta launch Oct-Dec 2013Round 2: £250k for 14% equity for 9 month runway Q1-Q3 2014

Convio tech company servicing charities primarily in USA enabling them to use the internet. NASDAQ IPO in 2010. Trade sale 2012.

Acquirer Blackbaud supplier of software to nonprofits. On NASDAQ.

Pre Q4 2013Seed Round:3months runway

Pre Q1 2014Scale-up Round:9months runway

(Equity dilution)

Pre Q1 2015Series A Round: 12 months international team(equity dilution)

2018IPO, Trade Sale, Shares sale.Company Valuation: £300million

Friends Group £25k12% stake

(6% stake) (3% stake) Return: £9million. 360x yield

Angel Investors and £100k match-funding

£250k14% stake

(7% stake) Return: £21million. 84x yield.

VC £2.5million30% stake

Return: £90million.36x yield.

Founders 88% stake (80% stake) (60% stake)

We forecast Year 5 global EBITDA of £50million: a 0.1% market share of $60billion global fundraising services market

6x EBITDA multiple: Equity Valuation of £300millionConvio sold to Blackbaud in 2012 for $385million


Making It



Piloting


• Learn cheaply• Gives you success• Gives you a story• Chain of events


Piloting


• Top 100 Global Young Social Entrepreneurs - Kuala Lumpur• The RSA• Social Enterprise Ambassador appointed by The Cabinet Office


Funding


DON’T LET PERFECTION BECOME THE ENEMY OF THE GOOD

• UnLtd £5k grant




Funding


IF YOU’RE ABLE TO START A START-UP, YOU’RE PROBABLY ALREADY BRINGING A NEW DIMENSION TO YOUR INDUSTRY

• Consulting to grow your savings• Rejection is standard• Feedback from honest friends• £100,000 Match Funding• £10k Start-up Loan


UX


HOW DO YOU WANT PEOPLE TO FEEL WHEN THEY INTERACT WITH YOUR BRAND?









15 iterations later




Market Research


• Turn authors of research reports and books into Advisors• Do your own Interviews• Write your own Surveys e.g. Google Survey 1000 people £100


Team


• Harness your networks• Always get involved in the things you love• Work for free to build your networks and grow your experience



(We already knew each other)

Because I’d founded Gradulicious, I was invited to join the Connectors. There I met Rajeeb Dey,

attended his Enternships.com launch party, met Chris Busch, was invited to join Sandbox, emailed Sandbox for developer recommendations, found

Sebastien! He is working on a significantly discounted fee.

Summer 2012 I began commenting on blogs and articles online related to charity fundraising to

share my perspective on where Makerble would be taking the industry. Liam read about me on the Guardian. He was a senior partner at a marketing agency and called me because he was setting up his own consultancy TrueUp.co.uk and wanted to do some pro bono work. He invented Makerble’s

Lifestyle Checkout.

In 2005 I worked in advertising. In 2006 my ad agency recommended I work with a tech agency.

That tech agency recommended I work with a design agency. That agency is Rawww founded by

Theo who has given Makerble £10k of design work on credit until we raise investment.

I received an award for Wahblo from UnLtd. They sent me a random email about a girl – Annabel – who wanted to organise pop-up crowd-funding events for undiscovered charities. I got in touch and co-founded YTFN.org with her. She’s now handling all Makerble’s charity relationships.

In first year of uni I played the role of Tyrone in FAME The Musical. Some friends hadn’t got in so I

organised Musical Theatre Workshops for more students to participate. Through that I met Kate Campbell who ran the largest fundraising events

for the charity society. She now handles Makerble’s marketing.

I met Kate Gault on a pre-advertising course for graduates. We were both placed at DLKW and

then when I left we both worked together in our spare time to build a prototype website for an

idea we had called Graduate Flatmates. Kate then worked went up the ranks in advertising and now

handles Makerble’s relationships with brands.

I received a grant from an organisation called UnLtd for Wahblo. They labelled me one of their

top 21 young social entrepreneurs and put me on a 1-week course I reluctantly attended. There I

met Ahmed and we then co-founded the Commission for Youth Social Enterprise. Ahmed is

now Makerble’s Commercial Director.

http://www.linkedin.com/in/mattkepple

http://www.linkedin.com/in/theolouca

http://www.linkedin.com/in/sebastienbourdu

https://www.facebook.com/ahmed.alaagam


Culture


• Create a canvas not a painting• Don’t believe the hype• If a solution doesn’t exist, make one. It is ‘makerble’

NEXT VIDEO: Matt talks to ideas consultant Mathias Vestergaard about innovation culture:http://youtu.be/YYNBztGuty4

http://youtu.be/YYNBztGuty4

http://youtu.be/YYNBztGuty4


Thank You Croydon Tech City. See you on Makerble!http://makerble.launchrock.com

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Change the world YOUR Way - Story of a Start-up