BUILDING A MARKETING-MIX MODEL FOR CROWDFUNDING PROJECT PROMOTION

Abstract

Rapid development of startup market as a progressive form of entrepreneurship necessitates the formation of new methods of capital accumulation. Taking into account the effective foreign experience, one of these methods is crowdfunding. Article reveals the essence of concept of «crowdfunding», which reflects the mechanism of collective financing of projects using Internet platforms. Components of crowdfunding systems are highlighted. Crowdfunding project has a key place in the system. Article focuses on the study of factors for promoting a crowdfunding project using marketing tools. Based on the analysis of theoretical approaches to the construction of 5P model of crowdfunding system, which includes the elements: people, purpose, platforms, participation and productivity, the author's proposal for 7P model of crowdfunding project has been formed. Model includes elements such as people, planning, project, pitch, promotion, permanent contact, perks. According to the authors of article, set of elements of 7P model of crowdfunding project reflects a specific set of actions for formation and further promotion of project on specialized crowdfunding platforms.