企業的觀點協助新創眾籌的成功要素──F公司個案分析

Critical Success Factors of Incumbent-facilitated Crowdfunding -Case of F Company

近年來隨著全球創業風氣興起，從 2015 年開始帶起了育成加速器的成立熱潮，期望能藉由投資及育成新創事業獲得回饋。發現新創事業能夠藉由進駐育成加速器取得資源，降低創業初期的資源建構成本。尤其是人脈網絡資源，經由眾籌募集資金和企業資源動態諧合發展，將能協助新創團隊達成資源諧合的過程。而募資眾籌的成功條件，本研究認為會因新創團隊的產品創新、新創團隊的階段成長、大環境的風險性而定。眾籌募集及天使投資兩者上卻有著根本的區別，存在著不同的商業模式。其之間究竟有何內在關聯？兩者在功能定位、發展模式和運作機制等方面的核心內容又有何不同？由於目前國內對於募資眾籌這一新的領域，尚處於陌生的摸索階段中。因此本文嘗試對新創眾籌的成功要素問題作一探研，期能深化大眾對企業的觀點協助新創，也實質助於服務新創組織與募資眾籌加速對新創眾籌的成功輔導進程。本研究是讓新創公司瞭解：企業如何篩選新創團隊的案件，企業如何協助新創團隊規劃市場溝通，企業如何幫助新創團隊做通路的規劃。並借鏡F 企業在中國協助新創公司加速取得資源如資金、技術、生產、及銷售等。本研究資料來源主要藉由專家以及研究者從事相關工作所累積之經驗，以AHP 層級分析法做為分析與提出建議的依據。將運算的結果分析、整合之後做出結論給予未來新創公司做為未來決策與如何成功融資眾籌等要素為參考的依採。F 企業構面內的「四個理由」及「五大特質（考核 CEO）」兩項指標，在整體排名前十之內佔七項，可見在現階段要驅動大陸新創市場成長，這兩項指標是不可或缺的要素。「六大分類和七種主要能力」為次要的關鍵成功因素，且其構面內之三項評估因素「創客或極客、新創團隊成員」、「概念性驗證（Proof of Concept；POC）」、「抓訂單」均在整體排名前十名內，由此可知市場需求狀況對於新創團隊的興衰及發展影響極深。

In recent years, the rise of global entrepreneurial ethos brings up the establishment of the accelerator starting from 2015, and hope it could be able to get feedback form investment and nurturing a new career. It is found that new business can acquire resources and reduce the cost of resource construction in the initial stage of start-up by accessing the accelerator. Especially the network resources, through the public fund-raising and dynamically harmonic development of enterprise resources, it will assist the new team to achieve the process of harmonic resource. As for the conditions of the successful fund-raising, it is considered to the product innovation of a new team, the stage growth of a new team, the risk of a large environment in this thesis. There is the fundamental difference between public fundraising and angel investment, and there are different business models. This research is to make new companies understand: How does the incumbent screen out new teams, how does it help the new team to plan the market communication, and how does it help the new team to do channel planning. And study that F Enterprises helps the new company to speed up the acquisition of resources in China, such as funds, technology, production, and sales. This researched data mainly sources from knowledges and experiences of experts and researchers dedicated in related works, makes analysis and advises in the base of AHP. The conclusions of the results from the operation analysis and integrations will be provided to the new company as a reference for future crowdfunding decision, and others.