Bread on a Hook had a simple idea to bring the joy of sharing to the urban community: At the bakery around the corner, anyone can simply buy two pretzels instead of one. The paid pretzel is hung on a hook as a receipt. Anyone can take this gift and redeem it. With a crowdfunding campaign — supported by the Funding from the City of Munich — Bread on the Hook increased its popularity. The concept is now available in over 50 stores in and around Munich. In our interview, Michael Regnet shares tips for other crowdfunders.
In many crowdfunding campaigns, market testing or marketing are the primary focus, in addition to funding. How was that for you?
Our primary goal of Crowdfunding campaign was to increase our brand awareness, especially in Munich. Since we reached our funding goal, we were even able to do this at no cost.
Honoring the startsocial competition (from left to right): Dr. Dieter Düsedau (CEO of startsocial), Michael Regnet (Managing Director of Brot am Haken and our interviewer), Chancellor Angela Merkel, Michael Spitzenberger (Initiator & CEO of Brot am Haken)How did you prepare for the campaign and where did you find good support?
We began preparing three months before the campaign launch. Our own crowdfunding think tank was very helpful. We received important input from crowdfunding and communications experts in a workshop we organized ourselves. We also received some good tips from the Crowdfunding breakfasts.
“Crowdfunding: more crowd than funding”
What was the most helpful tip you received while preparing the campaign?
The realization that crowdfunding is more crowd than funding.
What advice would you give to other founders who are considering launching a crowdfunding campaign?
Clarify your goals beyond funding. And define your target audience! This is the starting point for designing your communication, especially for the video.
How did you benefit from the crowdfunding support from the City of Munich?
With the funding we were able to cover the costs of a professional production of our video.
“Sustainably increase awareness”
What lasting effects did the campaign have? And what's next for you?
We've been able to sustainably increase our awareness. This is measurable by the increased number of initiative inquiries from interested bakeries and the growing financial support from donors. And in general: more people are familiar with Brot am Haken.
Our focus now is to weave the network of 'Bread on the Hook' boards more tightly in order to sustainably establish the idea of respectful sharing and 'giving joy'.
Michael, thank you for the interview and your tips!
