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Shark Tank, a reality television series based on Dragon’s Den, offers opportunities to aspiring entrepreneurs to make business presentations to a panel of potential investors.
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Traditional methods of finance for emerging businesses include investments from friends and family, lending from banks, and venture capitalists (investors who provide funds to small businesses).
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Educators can learn how to develop better instructional videos.Įntrepreneurial finance, which is funding that is made available to entrepreneurs, has evolved considerably in the last decade.Technical communication practitioners can learn how to develop more engaging and persuasive videos.Crowdfunding entrepreneurs and video developers can learn how to construct more appealing videos, particularly for technology projects.The videos for successful (funded) projects differed from those for failed projects, but there were also some similarities.Videos for technology projects on Kickstarter varied considerably in their physical characteristics and in their use of rhetorical (particularly, ethos and pathos) appeals.Keywords: crowdfunding, technology project videos, content analysis, rhetorical analysis, physical characteristics of videos Practitioner’s Takeaway: While other factors can also contribute to project success, an awareness of physical characteristics and rhetorical appeals of successful videos can help project campaigners, technical communication practitioners, and educators create more effective videos. videos were much more likely to refer to the exclusivity of the product ( pathos)Ĭonclusion: Kickstarter project videos are an important feature on the main project page and may influence potential supporters’ decisions to fund projects. These also always referred to timeliness or a call to action ( kairos). videos were more likely to present the creator onscreen, include static pictures and provide information on why the creator needed donations ( logos). All videos comprised at least one of the kairos subtypes.Successful project videos were more likely to include iconic and analytic still images and to demonstrate the final product usually displayed a combination of static and dynamic pictures and tended to use shorter on-screen texts.Cross-cultural analysis of successful U.S. Method: Content analysis of 25 successful and 25 failed technology project videos. In this study, successful projects are defined as projects that reached their funding goal failed projects did not meet their funding goal. Purpose: This article examines physical and rhetorical characteristics of videos used to promote technology projects on Kickstarter.