Investors’ evaluation criteria in equity crowdfunding

Equity crowdfunding can provide significant resources to new ventures. However, it is not clear how crowd investors decide which ventures to invest in. Building on prior work on professional investors as well as theories in behavioral decision-making, we examine the weight non-professional crowd investors place on criteria related to a start-up’s management, business, and financials. Our conceptual discussion raises the possibility that crowd investors often lack the experience and training to assess complex and sometimes technical investment information, potentially leading them to place larger weight on factors that appear easy to evaluate and less weight on factors that are more difficult to evaluate. Studying over 200 campaigns on the platform Crowdcube, we find that fundraising success is most strongly related to attributes of the product or service, followed by selected aspects of the team, in particular, founders’ motivation and commitment. However, financial metrics disclosed in campaign descriptions do not predict funding success. We discuss implications for investors and entrepreneurs, as well as platform organizers and policy makers.