Campaign Success: Crua Outdoors

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Crua Outdoors designs and develops advanced and disruptive tents. In 2015, the company launched its first rewards-based crowdfunding campaign on Kickstarter. Since then, the company has gone on to raise over £1.5m on Seedrs across six campaigns. We caught up with Founder and CEO, Derek O’Sullivan, to hear his crowdfunding success story. 

Why crowdfunding?


Crowdfunding has many advantages. We began our journey on Kickstarter and aside from capital, has helped us to raise our profile and build a community of supporters. As we have developed as a company, we saw equity crowdfunding as a natural progression, and our community has been extremely supportive through the six campaigns we’ve launched on Seedrs. Crowdfunding has meant success is in our own hands. I didn’t want to wait for some VC to come along, and our success depends on their ‘whim’.

Were there any resources or external support services you used for any of your Seedrs campaigns?


Through the multiple campaigns we’ve launched over the years, our team has gained a lot of experience and as such, I’ve not had to rely on any external parties. We have, however, utilised the Seedrs marketing team who were able to double down on their investor base and help drive investment to our campaign.

What do you think has been the key to your Seedrs success?


We’re incredibly fortunate to have such a strong community who has continued to support us and provide the initial momentum in our campaigns. I’d also say that being transparent is also important – we’ve made a real effort to ensure our investors are kept up-to-date even after our campaigns have closed.

You launched your most recent Seedrs campaign during the Covid-19 crisis. How has this affected your campaign? 

You can read Derk’s response, along with others in our dedicated Coronavirus post here.

What would be your top crowdfunding tips?

Firstly, the business must stack up. With equity crowdfunding, you’re not just selling a product; you’re selling a business – and the prospect of a future return. The Seedrs investor base is switched-on, and you need to ensure you’re prepared and ready to answer the difficult questions. Secondly, don’t underestimate the power of personal outreach. It takes time and patience to reach out to people individually, but we’ve found it to be well worthwhile.
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