Copyright © CyberAgent CrowdFunding. All Rights Reserved. · 3WEEKS 2.5-3 MONTHS 1-2 MONTHS Preparing for the Campaign Crowdfunding campaign Payment *

Copyright © CyberAgent CrowdFunding. All Rights Reserved.


MECHANISM 　Reward type Crowdfunding　

Want to make new products!Want to hold events!

This new product looks interesting!Looking forward to going to the event!

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Makuake is an Internet service that raises funds from the “crowd”. A Crowdfunding campaign completes when the project director sends

out a thank you reward to the supporters.

Makuake

Support ProjectsPost Projects

SupportersProject Director

Send rewards to the Supporters after the Campaign(Products, tickets etc.)


Top page of Makuake http://www.makuake.com

WHAT IS Makuake?

Makuake is a crowdfunding service that helps your “wants”

come true.

“Makuake” means “the beginning” in Japanese.

We wish to support the initial start of services, products

and projects that everyone is seeking to create.

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① Receive FundingUse Makuake as a funding platform to help your ideas become a reality.

② PR for User Acquisition By posting on Makuake, you gain a chance to gather fans of your projects before general sales and/or store opening.

③ Understand the MarketMakuake users are people who are interested in new products hence invests on potential products to create a win-win situation between the project director and the supporters.

④ Create AssetsAfter successful fund gathering on Makuake, it becomes your project asset. Project directors can use this result as assets to negotiate with the potential retails.

⑤ Reduce Risks of InventoryMakuake helps you understand how big the potential market is for your project.This helps you brainstorm the right amount of products and costs to prepare.

WHAT IS POSSIBLE 3/38


There are two types of campaign that you can choose depending on the type of project you are funding for.

CAMPAIGN OPTIONS 4/38

All or Nothing All in (flexible funding)

Through this campaign, the project director can only receive the amount of funds they have originally set as a goal.

All or nothing campaign is selectedwhen the projects requires to raise funds in order to carry

out the projects.

Selected All or nothing campaign to raise funds for the storage of aging which is

necessary for the project.

Selected All in campaign and raised funds to promote services, products and

projects (e.g. for a movie)

Through this campaign, the project director can receive funds even if the funds does not reach the goal.

All in campaign is selected when you want to promote your projects you are going to carry out.

Copyright © CyberAgent CrowdFunding. All Rights Reserved. 66

CASES Makuake Projects　 IoT・Hardware・Gadgets 5/38


Funded ￥1,000,000 in only 50 minutes.Since the project director won a startup pitch contest during the crowdfunding campaign, many internet media and T.V. programs broadcasted this project.

▼Article on “Nikkei” about the project(1/1/2016)

CASES Makuake Projects　IoT products 6/38

“Mago Channel ” is an IoT product that immediately sends pictures and videos to a TV when taken on a smartphone.【Details】Just by taking your child's films on your smartphone and uploading to the app, your parents living far can watch the films just like watching TV. Crowdfunding was used as a pre-selling promotion and test marketing.

■Fundraising Goal：￥1,500,000■Fund result：￥5,714,820


CASES Makuake Projects　 Major Corporations 7/38


Totally new experience of tasting Japanese SAKE. The tastes of ”Fuyuhitoe” will gradually change like a snow melting into water.【About】This was a Makuake pre-selling project of storage bag specialized for keeping Japanese SAKE at -2℃. The technology was initially developed by SHARP, to keep things in -2℃ and the Japanese SAKE “Fuyuhitoe” was specially brewed to taste in -2℃.■ Fundraising Goal ：￥1,000,000■ Funding result：￥14,610,000

CASES Makuake Projects　Major Corporations 8/38

▼Article for “NIKKEI” on 3/28/2017

▼Other internet media article, “ASCII”,”GIZMODO”■ Makuake team supported this project from the initial product planning to the crowdfunding campaign. For the campaign, we introduced the brewer, made the crowdfunding page, and also made the catch phrase.■ Many media picked up this “open innovation” projects as an article and raised more than ￥3,000,000 in the first day of the campaign.


CASES Makuake Projects　Products 9/38


“Siphon” established the highest record of funds in the product category at that time (28/11/2014). Many web-media, newspaper, TV programs broadcasted this campaign.

No more out of fashion LED! Let’s make this good old looking LED public!【About】 A small Japanese manufacturer in Aichi prefecture used the crowdfunding campaign to understand the market of their new business.”Siphon” is a fashionable LED that looks like a good-old light bulb.

■Fundraising goal：￥1,620,000■Fund result：￥15,557,907

■Rewards ￥2,700：【first come, first served】100 people limited “Siphon”(Edison model)【44％OFF】*%off from the actual sale price, same below￥4,320：”Siphon”(Edison model”【11％OFF】￥6,480：【Added rewards】50 people limited hand-made lamp stand【40％OFF】￥10,800：50 people limited “Siphon”(Edison model)×4＋ hand-made lamp stand【65％OFF】￥10,800：”Siphon”(Chandelier model)×6【33％OFF】￥48,600：【For enterprise, or groups】”Siphon”(Chandelier model)×35【49％OFF】￥48,600：【For enterprise, or groups 】”Siphon”(Edison model)×20　　　　【50％OFF】￥48,600：【For enterprise, or groups 】”Siphon”(Ball model)×15【45％OFF】They were initially aiming for the enterprise to be the supporter, but they grasped from the results that many supporters were consumers and also the segment of the target user.

CASES Makuake Projects　Products 10/38

▼1回目　

▼2回目　


CASES Makuake Projects　Countryside of Japan(traditional foods/products/technology)11/38


This project won the Good Design Award in 2015, and was highly appreciated as the regional revitalization project.The rewards for this project was a “Villagers certificate” which varies in amount you supported. Many people supported this project to share in their SNS and it ended up in making a new “Share village” community. As a matter of fact, about 80% of the supports were from outside of the Akita prefecture.

1000 Share villagers wanted! How about having an another home town in the countryside of Japan. 【About】They started crowdfunding campaign since their village in Akita prefecture was suffering from a population decline. The purpose was to renovate old Japanese-style houses.As it was supported from people beyond expectation, they started another crowdfunding campaign and succeeded.


■Rewards for the first time campaign￥3,240：”Bronze villagers certificate”￥5,400：”Bronze villagers certificate”+￥3000 coupons to use in ”Share village”￥10,800：”Silver villagers certificate”+￥3000 coupons to use in the ”Share village”￥10,800：【For people who can’t come here】”Silver villagers certificate”+￥6000worth various vegetables harvested here and strawberry sweets +2kg of rice harvested here￥35,640：【10 people limited】 ”Gold villagers certificate”+￥15000 coupons to use in “Share village”+5kg of rice harvested here + tour guides￥50,000：【5 people limited】”Gold villagers certificate”+￥25000 coupons to use in “Share village”+5kg of rice harvested here + tour guides + mayors lecture ￥100,00：【3 people limited】】”Gold villagers certificate”+￥ 50000 coupons to use in “Share village”+10kg of rice harvested here + tour guides + mayors lecture + right of cultivation

CASES Makuake Projects　Countryside of Japan(traditional foods/products/technology)12/38

▼First time campaign

▼Second time campaign


CASES Makuake Projects　Fashion Products 13/38


New type of watch! Custom-ordered watch made in Japan!【About】This is a watch which you can replace the body and the belt. Since this campaign had succeeded, they obtained financing from a bank and developed a sales channel, after they started the second time crowdfunding campaign to open a directly-managed store.

First time■Fundraising goal：￥1,080,000■Fund result：￥5,424,900Second time■Fundraising goal：￥3,240,000■Fund result：￥11,810,340

■Rewards for the first time￥14,000：Watch body(Silver)＋premium leather belt＋nylon belt￥18,500：【30 people limited】Watch body(silver)＋4 types of belt￥20,000：【20 people limited】Watch body(gold)＋4 types of belt￥28,000：【20 people limited】Watch body(any body）×2＋4 types of belt￥30,000：Watch body(any body)×2＋4 types of belt

■Rewards for the second time￥18,000：One Hundred Eternal Members／small second model￥18,000：<Added rewards>【100 people limited】Three Hundred Eternal Members/small second model￥23,000：One Hundred Eternal Members／chronograph model￥23,000：<Added rewards>【200 people limited】Three Hundred Eternal Members/chronograph model￥38,000：【Can only buy in Makuake】“Knot” special collection model set

▼First time campaign　

▼Second time campaign

Crowdfunding campaign can be used many times at the timing of business growth.

CASES Makuake Projects　Fashion Products 14/38


CASES Makuake Projects　Food/Sake Products 15/38


This cute looking tea-bag became popular on SNS and diffused to many people.

Looks like a dolphin swimming!? We will provide you with a great tea-time from Kumamoto Amakusa【About】To stop the drift of the youth away from green tea, they developed this cute looking dolphin model tea-bag. They used blue mallow tea to make it look like a dolphin swimming in your tea cup.Since it succeeded in the first time, they started a shark model tea-bag as their second time campaign.

CASES Makuake Projects　Food/SAKE Products 16/38

■Fundraising goal：￥500,000■Fund result：￥2,522,000■Rewards￥3,000：【100people only】 2 types of tea-bag (dolphin model)￥3,000：【Shipped during February to march】2types of tea-bag(dolphin model)￥5,000：【200people only】4types of tea-bag(dolphin model)￥5,000：【Shipping during February to march】4types of tea-bag(dolphin model)￥50,000：【1person only】4types of teabag(dolphin model)+rights of platinum supporter

▼First time

▼Second time

▼Many media (TABI LABO,POUCH and etc.) picked this project up as an article.


CASES Makuake Projects　Opening Stores 17/38


Reached the fundraising goal of ￥3,240,00 in about 9 hours. Also they raised ￥5,500,000 in a week of supporters over 500 people.

Japan’s No.1 horsemeat restaurant will provide you with a stone-oven roasted horse meat meal! 【About】“Roast Horse” is a restaurant which provides horse meat meal, specially roasted in a stone-oven. This was a crowdfunding campaign by Mr.Hirayama , the owner of “Rocky Barikiya” in Shibuya, to apply the members of members only restaurant “Roast horse”. After the campaign, all the supporters tried to reserve seats. Since fully booked before opening the stores, they need not to promote about the restaurant.


■Rewards￥8,640：【100people only】”Roast horse” membership card (Right to eat meal in the fixed amount of ￥6500)￥10,800：”Roast horse” membership card (Right to eat meal in the fixed amount of ￥6500)￥15,000：”Roast horse” membership card (Right to eat meal in the fixed amount of ￥6500)+ original T-shirt￥30,000：”Roast horse” membership card (Right to eat meal in the fixed amount of ￥6500)+ original T-shirts + imprint in the stone kettle

CASES Makuake Projects　Opening Stores 18/38

▼First time

▼Second time


CASES Makuake Projects　Anime/Movie 19/38


This was picked up as news since this project funded ￥8,000,000 in the first day, and after 8days they funded ￥20,000,000. It was the most funded record in movie category at that time (29/5/2015). After the project, they contracted with the film-distribution agency. The movie was on public 12/11/2016.For the second campaign, they funded ￥11,000,000 within only 11hours. Since this movie became popular, it was selected as Japan Academy Prize of animation award.

CASES Makuake Projects　Anime/Movie 20/38

◆First timeProjects to screen “KONO SEKAI NO KATASUMI NI” ( originally a manga by Kouno Fumiyo) anime movie by Katabuchi Sunao

◆Second timeProjects to screen “KONO SEKAI NO KATASUMI NI” overseas and send director Mr. Katabuchi as well!【About】For the first time they used crowdfunding as funding for the production and the promotion for the screenings.For the second time, they used crowdfunding to send Mr. Katabuchi to the site to screen this movie overseas and let everyone in the world know about the movie.

■Rewards for the first time ￥2,160：Rights to register as supporters + mail from “Suzu” the heroine of the movie ￥5,400：Rights to attend the supporters meeting ￥10,800：putting your name in the credits of the movie

■Rewards for the second time￥5,400：reports of activity in oversea￥10,800：Rights to attend the briefing session event

▼First time　

▼Second time　


CASES Makuake Projects　Idols/Artists 21/38


Project to make the “UP UP GIRLS "beta 8/11/2017 live performance in NIHON BUDOKAN successful!!【About】This projects was held to promote the Live performance of UP UP GIRLS beta in NIHON BUDOKAN.According to the fundraising result, the achieved dreams of the 7 members will differ. For that fans were more aggressive to funding and to spread information to achieve their idol’s dreams. As a result this project funded more than ￥12,000,000.

■Fundraising goal：￥7,000,000■Funding results：￥12,007,000

■ They started their project in their Abema TV channel.A Project page was created to make the supporters feel like they were really getting in touch with this project to make their live performance successful.

CASES Makuake Projects　Idols/Artists 22/38

▼It was picked up in “BARKS”, “excite news” articles


CASES Makuake Projects　Imported Products 23/38

▼Netherland ▼Taiwan

▼Denmark ▼China

▼China ▼Taiwan


Project to get “AB AETERNO”, an organic watch in public throughout Japan【About】This was a project for PR and test marketing of importing “AB AETERNO”, an Italian brand for the first time in Japan. If you support this project, you could buy this watch beforehand and more reasonably than the actual price.

■Fundraising goal：￥555,000■Funding result：￥23,684,120

■Rewards￥19,980：【100people limited】 ”AB AETERNO” watch (15%OFF from the

actual sale price)

￥20,980：【200people limited】 ”AB AETERNO” watch (12%OFF from the

actual sale price)

￥22,980：Leather box + ”AB AETERNO” watch (7%～12%OFF from the

actual sale price)

￥40,980： ”AB AETERNO” watch×2 (10%～15%OFF from the actual sale

price)

￥239,800：”AB AETERNO” watch×10+ customized logo stamp with a box

printed with your name.

￥21,980：≪Added rewards≫ ”AB AETERNO” watch (7%～12%OFF

from the actual sale price)

By funding ￥23,000,000 in the campaign, they gained retail at ISETAN Shinjuku Christmas pop-up store.It was a great case to show that using crowdfunding was not only for funding but also PR, gaining customers, achievements and even retail.

CASES Makuake Projects　Imported Projects 24/38


CASES Makuake Projects　Sports/Outdoor/Amusement 25/38


Experience the lives surrounded by IoT. The smart hostel ”& AND HOSTEL” in Fukuoka！【About】Crowdfunding campaign to promote the IoT smart hostel in Fukuoka.You can experience the cutting edge of the IoT products in the dining lounge of the hostel.


CASES Makuake Projects　 Sports/Outdoor/Amusement 26/38

▼It was published as an article in “fab cross”,”Gizmodo”,”ASCII”

■Rewards

￥2,000：Set of Yame tea specially made in Fukuoka

￥5,000：【40people limited】￥8000ticket for the stay

￥10,000：￥12,000ticket for the stay

￥10,000：Set of Itoshima

￥30,000：￥36,000ticket for the stay

￥100,000：Annual hostel staying coupon

￥150,000：Annual hostel coupon+ invitation plan


　　

3WEEKS 2.5-3 MONTHS 1-2 MONTHSPreparing for the

CampaignCrowdfunding campaign Payment

The project director must firstly submit the entry sheet and the application form. Then the project will be examined from many perspectives. After going through our review committee, it’ will be a start of creating your project page. We will review and support brushing-up your project page.

We offer the crowdfunding campaign period for about 2.5～3months. (It is an ideal term to receive the merit when the project appears in an article.)During the campaign, it is important to diffuse on SNS and other media.

PUBLICATION CRITERIA The project must go through our examination committee before starting the campaign.PUBLICATION FEE A CHARGE Free 15% of System usage fee　　　　　　　　 5% of Settlement fee *If the project fails to reach the fundraising goal, the money funded will be returned to the supporters account. (All or Nothing)

We will send you a mail about the payments at the month-end closing, the 3working days of the 2 month after the campaign.Please set the date of the crowdfunding campaign considering when the payment is needed.

*Please note that schedule may change in circumstance.*To start a project in Makuake, you must create a Makuake account.Contact during the projects will be sent to the e-mail address you registered as your Makuake account.

POST FLOW & POST REQUIREMENTS 27/38

Activity reports Please post your activity reports about the projects. Supporters are more likely to become fans of your product/service by posting the progress of the project regularly.

Shipping rewardsCarry out events

Data of the supporters of your project are available from the day after the end of the campaign.Please prepare not to delay shipping the rewards or carrying out the events.

That’s all for the project!

Thank you!

*Project page of the campaign are always open to public even after the campaign. Feel free to use this page as a promotion.

Prepare not to Delay shippingyour rewards!


No.1 online traffic in the Japanese crowdfunding service!Referring to other crowdfunding services in Japan, we have the most online traffic (source: online traffic reference site). By referring to the crowdfunding campaigns that carried out the projects multiple times on the different crowdfunding platform, Makuake tend to fund 1.5 times more than the other crowdfunding sites.

Established the most funded record in various categories There are over 40 projects that funded more than ￥10,000,000 in Makuake which marks top out of all the crowdfunding platforms in Japan. We have the most funding record in various categories, such as Movie, Restaurants, and more.

Plenty of chances to extend your businessWe can introduce our partner businesses. By displaying at various stores like ISETAN Shinjuku, TOKYU plaza ant etc. it would lead to promotion of your product. By introducing Banks it would support your business to extend.

Lead from CyberAgent owned mediaWe can lead to your project page from CyberAgent owned media such as the “Ameba topics” from Ameba blog (400,00,000 users) ,”Abema TV” and other media. *”Ameba” side has the right to run an article, so it is not a guarantee of a certain matter.

Japan’s No.1 Fundraising

Platform

STRONG POINT 28/38


SNS & Mail Magazine

▽Instagram▽Twitter ▽Facebook

▽Makuake Channel

We own SNS accounts and mail magazines, which can post information about the projects.

▽Mail magazineWe had a case that 1 mail

we sent leaded ￥1,000,000 funds

We had a case that a Facebook post reached

30,000

29/38


yahoo News　excite　Tec waveToyo economy onlineMUSICMAN-NET　Ameba newsmsn topicsNico Nico newsMy navi newsAsahi newspaper digitalfamitsu.com4GamerGamergamebizSocial game infoITmediaITproOrtanaＳcinemacafe.netMdNDESIGNASCII.jpWeekly ascii PLUSPouchMarkezinePeachyNEWS NATURALMERY

WIREDGIZMODOcafeglobeTechwaveMusic NatalielifehackerTENTOSENgearedToujou engineAnime AnimeKoepotaLISANI WEBBLOGOSTHE BRIDGEKAIYOU.netFab CrossFashionsnapGoo newsGadget newsRocket newsSANKEI sportsSports HouchiNIKKAN sportsMy navi newsMy navi womenRBB TODAYTIME OUT TOKYORoomie　…etc.

19

Yahoo news

GIZMODO

My navi news

IT media TABI LABO

We will provide promotion supports without any additional fee.We can present your project to various media.

Weekly ascii

MEDIA COVERAGE Web Media 30/38

※Media side has the right to run an article, so it is not a guarantee of a certain matter.


NIKKEI newspaper

Chugoku newspaper

Mainichi newspaper

NIKKEI newspaper

MEDIA COVERAGE Newspaper/T.V. Programs 31/38

NIKKEINIKKEI MJ

NIKKEI sangyoYomiuriMainichi

Hokkaido newspaperKyoto newspaper

Kanagawa newspaperChugoku newspaper

　　　…etc.　

※Media side has the right to run an article, so it is not a guarantee of a certain matter.


SUPPORT SYSTEM 32/38

１Project１Curator

Makuake curator will support you building projects and also for the projects growth.

Various payments

１，By credit cards

２，By convenience store

３，Banks ATM

４，Internet Bank

※If you fail by All or Nothing type campaign, money will be returned to the bank account

Funder gender, age, address, occupation PV, Funding result/dayInflow source of web page

MAKUAKE ANALYTICS

Makuake has an analytics page where you can check PV, funding result, funder information about your projects every day. You can use this data to make strategies for the rest of the project term and also for the actual sale.※Project directors can check this analytic in your my-page after stating the campaign.


PARTNERSHIPS

We can provide the supports from Retail/Finance/Municipal governments/and others!

33/38

Makuake can introduce our partner business!


34/38PARTNERSHIPS Banks　

Banks use the Makuake project result for the basis to make decisions of financial supports, and these cases are increasing.

Financial support according to the raised funds

Specially established web page Media coverage

Broadcasted in Japanese T.V. show

50OverPartner Banks

etc.


MARKET　 Stores

□Tokyu Plaza Ginza7th floor(hands expo)

*retail included

□Isetan Shinjuku2nd floor(held regularly)

*display only

Using our exhibition booth as a trigger, many Makuake projects are gaining retail after the crowdfunding campaign.

□TSUTAYA Books-Nakameguro

*retail included

□Kansai DoCoMo*retail included

□TSUTAYAUmeda MeRISE

*retail included

35/38


Makuake STORE

【Successful projects only】Makuake STORE is an EC store only available for directors who succeed the crowdfunding campaign.You can sell your product by displaying the project page and the crowdfunding results.

■Publication fees are totally freeYou can use our Makuake STORE with no running costs. A charge will occur only when a product got purchased.

■ Good measure of SEOSince your product is already diffused in the SNS or published as an article during the campaign, even after the campaign, it is more likely to be a good measure of SEO.

■ You can sell your product to the consumer who missed the crowdfunding campaign!It would be a place where you can sell the product after the campaign. Helpful for people who see the article about your product and landed on your campaign page.

PUBLICATION FEE 　 A CHARGE Totally free 　　　　　Charge from the price you sale on Makuake 　　　　　　　 15% of System usage fee　　　　　　　　 5% of Settlement fee

36/38


■Attractiveness of the Service 　Picking up attractive elements of the product or service.

■Easy-to-Understand Project Page　Project page with attractive thumbnail image and production story.

■Designed reward　Suppose a target user/persona, and design a reward that will attract the user. ■Receive 30% of the fundraising goal in the first day of campaign 　Data shows that, by getting 30% of the fundraising goal in the first day of campaign, more than 88% of the projects reached their fundraising goal.

■Diffusion of the project pageTo get the 30% of the fundraising goal in the first day, project directors use SNS and mail magazines for information diffusion.

KEY TO SUCCESS 37/38


Ashigawa Plus joint representativesHoshie KayoUsing Makuake was very helpful for us, we got not only the funds but also promotion of our guesthouse.Even now, many people from all over japan visit our guest house.

“Siphon” project leaderTotani DaichiOn behalf of the result of Makuake project, our company decided to release the project as a new business. It was useful way to understand the market, or even planning the products.

VOICE FROM “PROJECT OWNER” 38/38

CyberAgent Crowd Funding, Inc.(Tokyo office) Shibuya Mark City West Bld 13th floor, #1-12-1 Dogenzaka, Shibuya-ku, Tokyo 150-0043, Japan

(Osaka office )Osaka Fukoku Seimei Bld 18th floor, #2-4 Komatsubara Cho,Kita-ku, Osaka 530-0018, Japan

Knot CEOEndo HiromitsuBy succeeding at the Makuake project, we obtained finance from the bank and also retail development. We currently own 3 Knot directly-managed store including oversea store.


Documents

Copyright © CyberAgent CrowdFunding. All Rights Reserved. · 3WEEKS 2.5-3 MONTHS 1-2 MONTHS Preparing for the Campaign Crowdfunding campaign Payment *