Assessing a Kickstarter Marketplace Business: Factors to Consider


The Kickstarter marketplace industry is booming, with over .18 billion raised through crowdfunding campaigns conducted on the platform alone. As a result, many entrepreneurs and investors want to buy or sell Kickstarter businesses. However, figuring out how to value a business based on crowdfunding campaigns can be difficult. In this blog post, we’ll explore the considerations and valuation methods involved in valuing a Kickstarter Marketplace business. We will discuss factors such as brand recognition, growth potential, revenue sources, competition, market trends, and market-specific metrics. Ultimately, we hope to provide you with a framework for identifying the value of a Kickstarter business, so that you can make informed decisions as an investor or entrepreneur.

Comparison of valuation methods

When valuing a Kickstarter Marketplace business, there are several methods available. Each method has its own strengths and weaknesses, and the best choice will depend on the specific circumstances of the company’s value. Methods that can be used to evaluate a Kickstarter marketplace business include:

Evaluation method Benefits The inconvenients
Comparable business analysis
  • Relatively easy to use and understand
  • Allows comparison with similar companies in the same industry

  • Can be difficult to find truly comparable companies
  • Does not take into account the specific circumstances of the company

Discounted Cash Flow Analysis
  • Takes into account the company’s future cash flows
  • Enables analysis of risk and growth potential of the business

  • Requires a lot of data and financial projections
  • Can be difficult to determine appropriate reduction rates and growth assumptions

Multiple analysis
  • Uses financial ratios to compare the company to similar companies
  • Relatively easy to use and understand

  • Cannot take into account the specific circumstances of the company
  • Multiple ratios may need to be used, leading to potential inconsistencies

Market specific metrics
  • Uses metrics specifically relevant to markets, such as GMV and number of active users
  • Takes into account the unique nature of market companies

  • May not be applicable to all types of markets
  • May not take into account growth potential and future cash flows

Availability and reliability of data
  • Uses readily available and easily accessible data
  • Uses credible sources and financial statements

  • May not apply to smaller or private businesses
  • Data may be limited or difficult to access for some companies


Brand recognition and customer loyalty

When it comes to valuing a Kickstarter Marketplace business, brand recognition and customer loyalty are two critical factors to consider.

As a crowdfunding company, Kickstarter has gained immense recognition from startups, aspiring entrepreneurs, and investors. The platform has been around for over a decade and has established itself as a key player in the crowdfunding industry. Kickstarter has also developed a loyal following over the years, which has helped ensure its success.


  • Assess the level of brand recognition and customer loyalty in the market sector before the assessment.
  • Consider the brand’s influence on the overall value of the company.
  • Tive on the impact that a loyal customer base will have on the company’s future growth potential.

When assessing the value of a crowdfunding platform, one of the primary Kickstarter valuation methods is to assess the company’s brand image and customer loyalty. A well-established brand and loyal customer base can have a positive impact on a market’s valuation. Marc Cowling, professor of entrepreneurship at Brighton Business School, argues that loyal customers provide investment confidence that can help businesses grow in the future.

Market valuation metrics cannot be complete without analyzing customer loyalty. Strong brand image and customer loyalty are key factors in determining the value of a startup. A brand’s reputation can have a significant impact on investor decisions, and customer loyalty is key to driving sales and customer retention.


  • Look at market valuation strategies to identify factors that increase business value.
  • Consider customer retention metrics, such as churn rates, repeat customers, and customer satisfaction levels.
  • Examine the data to determine if brand loyalty is strong enough to support the company’s valuation.

Overall, when assessing the potential of a crowdfunding site, it is important to consider the level of brand awareness and customer loyalty. Assessing these areas can help investors determine which startup valuation techniques to use when investing in a crowdfunding business.

Growth potential and market saturation

When it comes to evaluating a Kickstarter market business, one of the most important factors to consider is its growth potential in the context of its market saturation. This means assessing the company’s potential to grow and expand in its niche, as well as considering the level of competition or saturation in the market.

In order to properly assess the growth potential of a crowdfunding business, it is essential to examine the overall landscape of the crowdfunding industry, the unique value proposition and competitive advantages of the business, and all relevant data on user growth or traction.

Some tips for assessing growth potential and market saturation:

  • Look for opportunities to expand into new niches or verticals, such as new product or service categories that are currently underrepresented on the platform.
  • Consider the company’s unique value proposition and competitive advantages of the business and assess how well positioned it is to compete with other crowdfunding platforms.
  • Look for data on user growth and engagement, as well as any relevant market research that can help you gauge the overall size and saturation of the crowdfunding market.

In addition to assessing the growth potential of a Kickstarter marketplace business, it’s also important to consider other key factors when assessing its overall worth. Some important things to watch include:

Assessment measures to consider:

  • User base and engagement metrics, such as number of registered users, monthly active users, and average time spent on the platform
  • Revenues and profit margins, as well as projections for future revenue growth
  • The quality and diversity of the products and services available on the platform
  • The level of competition in the crowdfunding market and the company’s ability to stand out and succeed in this landscape
  • The overall health and stability of the business, as well as any potential risks or challenges that could affect its growth or stability in the future

Assessing the value of a Kickstarter Marketplace business requires careful analysis of various factors, from growth potential and market saturation to more specific metrics like user engagement and revenue. By taking a comprehensive and methodical approach to this analysis, it is possible to gain a clear understanding of the company’s value and the potential for success in the crowdfunding market.

Sources of revenue and profitability factor to consider when valuing the Kickstarter market

When trying to assess the value of a crowdfunding platform such as a Kickstarter Marketplace business, revenue streams and profitability should be at the top of your list. Indeed, the whole purpose of investing in a business is to make a profit. Investors should understand how the platform generates income and how profitable it is to determine the platform’s valuation.


  • Look for a stable revenue model that generates profits.
  • Investors should look at the company’s cash flow to determine its profitability.
  • Consider monthly or annual revenue growth.

It can be difficult to determine the value of a business from Kickstarter, mainly due to its nature as a crowdfunding niche. However, there are some Kickstarter rating methods and overall market rating metrics that can help in pricing a market business.

Techniques for evaluating startups

Startup valuation techniques are a way to determine the value of any business, and they apply equally to Kickstarter and crowdfunding ventures. Below are some of the methods used to evaluate a Kickstarter marketplace business:


  • Venture Capital (VC) Method: Determines the value of a startup based on future earnings projections for at least five years.
  • The scorecard method: It rates startups on eight main factors, including management experience, prototype development, and launch plan effectiveness.
  • The Berkus Method: He determines a startup’s stock value by evaluating five critical success factors, including marketability and scalability.

Crowdfunding Industry Analysis

The crowdfunding industry continues to grow at an exponential rate, with several successful platforms like Kickstarter and Indiegogo. To assess the potential of a crowdfunding site, understanding the industry trends and forces affecting crowdfunding is necessary.


  • Evaluate the number of active projects and the overall success rate of funded projects.
  • Examine market trends and overall market size.
  • Determine industry best practices and the latest changes in regulations affecting crowdfunding.

Market valuation strategies

Market valuation metrics are essential in determining the value of a Kickstarter Marketplace business. Here are some of the assessment strategies to consider:


  • Assess the market size and the intensity of competition.
  • Check the number of active users on the platform and traffic information.
  • Evaluate the level of engagement of platform users and the percentage of successful projects.

Competition and market trends

When it comes to evaluating a Kickstarter Marketplace company, one of the most important factors to consider is competition and market trends. This includes assessing the value of a crowdfunding platform and assessing the potential of a crowdfunding site. By reviewing current market trends and analyzing the competition, you can better understand the value of the business and its growth potential.

Here are some tips for evaluating market valuation metrics:

  • Research the contest: Look at other crowdfunding sites and see how they compare to the business you’re reviewing. Analyze their strengths and weaknesses and look at their market share.
  • Consider the industry: The crowdfunding industry is constantly changing, so it’s important to keep up with the latest trends and developments. Look at industry reports and news articles to get a better idea of where the industry is heading.
  • Evaluate startup potential: When evaluating a startup, it is important to consider its growth potential. Is the company in a growing industry? Does it have a competitive advantage over other companies in the market?
  • Look at revenue and expenses: Revenue growth is an important factor to consider when valuing a Kickstarter Marketplace business. Also be sure to look at expenses to get an idea of the profitability of the business.

Valuing a crowdfunding business can be difficult, but by considering the competition and market trends, you can ensure that you are making an informed decision on the value of the business. Be sure to use startup valuation techniques and market valuation strategies to get an accurate picture of the company’s potential and value.

Assessment methods

Comparable business analysis

Comparable Business Analysis (CCA) is an essential valuation method that involves analyzing similar businesses to determine the value of a crowdfunding market business. It is one of the widely used startup valuation techniques and can help you accurately assess the value of a crowdfunding platform. This method is also known as trading multiples analysis, where investors use earnings or revenue multiples to measure the value of a company.

Advantages of CCA:

  • It gives more accurate results because it uses real data.
  • The method is simple and easy to use.
  • It is widely used and recognized by investors and analysts.

Disadvantages of CCA:

  • It can be difficult to collect sufficient data on similar companies.
  • The method does not consider intangible assets such as intellectual property and brand equity.
  • The result depends on the selection of comparable companies, which is subjective.

For example, suppose you assess the value of a crowdfunding site, and its revenue growth rate is similar to other crowdfunding companies in the industry. In this case, you can use the average multiple of the profits or revenues of these comparable companies to estimate the value of the site in question. This method can provide you with valuable insights into market valuation metrics and help you make well-informed decisions about the business. In summary, a comparable company analysis is an effective way to determine the value of a startup, especially for the valuation of crowdfunding companies. However, it is necessary to use other valuation methods, such as cash flow analysis or market valuation, to reference your findings for a more complete analysis.

Discounted Cash Flow Analysis

Discounted cash flow (DCF) analysis is a common method used to value start-up companies, including crowdfunding markets. This approach involves estimating the company’s future cash flows and then putting them back to their present value, taking into account the time value of money.

Advantages of DCF analysis:

  • Provides a complete and detailed estimate of the true value of the business.
  • Represents the expected growth rate of the business over time.
  • Enables sensitivity analysis by entering different assumptions for future cash flows.

Disadvantages of DCF analysis:

  • Relies heavily on future projections, which can be difficult to predict accurately.
  • Is very sensitive to changes in the discount rate (the rate used to calculate the present value of future cash flows).
  • Requires significant knowledge and expertise to perform effectively.

An example of using DCF analysis to evaluate a crowdfunding market business might involve projecting the company’s annual revenue growth rate over the next five years, estimating the company’s operating expenses. business and capital expenditures, and determine a discount rate based on market data and the business’s risk profile. The resulting present value could then be used as an estimate of the overall value of the business.

Overall, DCF analysis is a powerful tool for evaluating crowdfunding companies, but its accuracy depends on the quality of the assumptions made and the expertise of those performing the analysis. It should be used in conjunction with other market valuation metrics and crowdfunding industry analysis to get a complete and accurate estimate of a market company’s value.

Multiple analysis

Multiple analysis is a popular method used for the valuation of crowdfunding companies. This is to compare the crowdfunding platform with similar companies and analyze market data. This method involves analyzing various metrics such as revenue, profit, and cash flow. One of the main advantages of multiples analysis is that it is based on objective and quantifiable data that can be easily compared to other companies in the industry. It provides an accurate estimate of the crowdfunding platform’s value based on its financial performance.


  • Uses objective and quantifiable data
  • Comparisons with similar companies in the industry
  • Provides an accurate valuation estimate based on financial performance

Despite its advantages, multiple analysis may not be an appropriate method for all types of crowdfunding platforms. It has certain limitations, such as the fact that it does not take into account the growth potential of the crowdfunding platform.

The inconvenients:

  • Does not take into account growth potential
  • May not be appropriate for certain types of crowdfunding platforms

For example, if a crowdfunding platform is relatively new but has huge growth potential, multiple analysis may not accurately reflect the value of the platform. In such cases, other startup valuation techniques such as cash flow analysis or market-based valuation may be more appropriate. For example, let’s say a crowdfunding platform generates million in annual revenue and has a 20% profit margin. A similar crowdfunding platform in the industry has a P/E ratio of 10. Applying the P/E ratio to the crowdfunding platform’s revenue, the estimated valuation would be million. In conclusion, multiples analysis is a valuable method for evaluating crowdfunding businesses, but should be used in conjunction with other approaches to provide a more comprehensive assessment of the platform’s potential for growth and profitability. .

Market specific metrics

When it comes to evaluating a Kickstarter Marketplace business, it’s important to consider a variety of market industry-specific metrics. These metrics will help you determine the value of the platform and the potential for growth and profitability over time.


  • Provides a more accurate and complete picture of business value
  • Helps identify potential for growth and expansion
  • Can be used to compare other crowdfunding markets

The inconvenients:

  • May be more difficult to find public data on these measures
  • Should be used in conjunction with other valuation techniques
  • Cannot capture some less tangible aspects of the business model

An important metric is the number of active users on the platform. This metric can help you gauge the market’s reach and engagement with its target audience. Other relevant metrics include the number and frequency of campaigns launched, the average amount of successful campaigns funded, and the percentage of campaigns that meet their funding goal.

Another important metric to consider is the platform’s revenue source. This includes both transaction fees charged to fundraisers and other revenue sources such as advertising or partnerships. Assessing the growth potential of these revenue streams can provide valuable insight into the long-term potential of the business.


  • If a crowdfunding marketplace has 100,000 active users, has launched 10,000 campaigns in the past year with a 50% success rate, and has 5% transaction fees, you can use these metrics to estimate sources. potential income in the future.

Market-specific metrics are only one piece of the puzzle when it comes to evaluating crowdfunding companies. By using these metrics in conjunction with other startup valuation techniques, you can determine the value of a crowdfunding platform and gauge its potential for future growth.

Availability and reliability of data

When it comes to valuing crowdfunding companies, collecting and analyzing relevant data is key to making informed decisions about a startup’s value. As with any business, valuing a Kickstarter marketplace business or any crowdfunding platform involves a mix of science and art, and much of it depends on the data reviewers can access. Therefore, one of the most crucial aspects of determining the value of a startup is the availability of reliable data.


  • The more data you have, the more accurate your assessment will be.
  • With reliable data, you can objectively assess the opportunities and risks of the crowdfunding business.
  • The availability of a massive amount of data can help you uncover trends, patterns, and anomalies in the crowdfunding industry.

The inconvenients

  • Startups with limited historical data can be difficult to assess.
  • It can be difficult to find reliable sources of data for new or niche crowdfunding platforms.
  • Overwhelmed with data analysis can prevent evaluators from considering other critical aspects of a crowdfunding business, such as its vision, culture, and brand.

For example, a crowdfunding evaluator might collect data on market revenue sources, user metrics, and the competitive landscape. This data could help inform the evaluator’s assumptions about the platform’s revenue potential, growth prospects, and market share. However, all available data may be relevant, reliable or publicly available.

Therefore, when assessing the potential of a crowdfunding site or marketplace, it is crucial to develop a good understanding of the data sources available and their limitations. As a general rule, evaluators should prioritize data that is transparent, unbiased, and relevant to the platform’s business model and target market.

Overall, data availability and reliability are crucial factors in evaluating crowdfunding companies. While data analysis cannot provide a definitive answer to the question of how to value a Kickstarter marketplace business or any crowdfunding platform, it can greatly inform decision-making by revealing metrics, trends, and key models. As such, assessors should take a balanced approach that combines data-driven insights with an understanding of the broader context in which the crowdfunding business operates.


Valuing a Kickstarter Marketplace business can be challenging, but considering factors such as brand recognition and customer loyalty, growth potential and market saturation, revenue streams and profitability, competition and market trends, Comparable Business Analysis, Discounted Cash Flow Analysis, Multiples Analysis, Market – Specific Measurements and data availability and reliability, you can make informed decisions by as an investor or entrepreneur. Understanding the unique nature of Kickstarter businesses and their reliance on crowdfunding campaigns is crucial when determining their value. By using a comprehensive valuation framework, you can acquire, sell, or invest in a Kickstarter business with confidence.

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