Indiegogo Launches a Crowdsourcing Business For Big Businesses (computerworld.com)

Lucas123 writes: Indiegogo announced at CES today that is now has a crowdfunding site exclusively for big businesses, which often have hundreds of internal R&D projects or ideas that never see the light of day and could benefit from getting public exposure online. Companies such as Google, Anheuser-Busch, GE and Hasbro have already run crowdsourcing campaigns on a pilot of the new site in order to raise money for projects, garner customer ideas, or validate pre-retail products. In July, GE ran a campaign to prove market demand for a countertop nugget ice-making machine for the home. GE offered the Opal icemaker for $399 to early buyers on Indiegogo, with a future retail price of $499. GE's Opal icemaker project raised $2.64 million total from 6,177 contributions by the end of the 30-day Indiegogo campaign. The campaign also garnered 510,000 page views and 15,000 Facebook shares. Natarajan Venkatakrishnan, head of R&D for GE Appliances, said crowdsourcing allows development and marketing to be conducted at a fraction of the cost of a traditional R&D project. "If it flops, no worries. Upfront costs were some 20 times less than a traditional product rollout, which can cost tens of millions of dollars," Venkatakrishnan said. "If we're going to fail, we want to fail fast."