Assignment 2

Prévia do material em texto

C H A P T E R 1 
B R A N D E Q U I T Y A N D 
S T O R Y T E L L I N G 
1. Introduction 
2. Slogan 
3. Storytelling 
4. Brand Identity 
1. Introduction 
The omnipresence of the internet allowed luxury brands 
to reach a new class of customers quickly. While these brands 
have much more set, they also expose themselves to the 
limitless space of the global internet. We found that the 
modern storytelling, only displayed on the web page, occupy 
only one page (the page of La Marque). The story is simple and 
not attractive enough. Therefore, to better maintain 
sophistication and reaching their audience, we suggested new 
storytelling which is presented with its key successful factors 
explained. 
2. Slogan 
We invited a professional designer to make a logo for 
Anawhel: 
 
Storytelling and Brand Identity 
Refigure new storytelling and brand identity for 
more sophisticated brand equity 
“Go anywhere with 
Anawhel” 
 
 
 
 
 
 
That slogan is the core aspect of the storytelling, which should be with 
Memorability, Meaningfulness, and Likability (Keller, 2006) 
 
Memorability 
Anawhel is a homophone for “anywhere” in French. We cracked a joke on 
it. That short slogan helps customers to remember the new brand name 
quickly and interestingly. 
 
Meaningfulness 
We emphasized the relevance of our products and the central designing 
concept “traveling.”. We tried to create a brand recall as “A bag for 
traveling is Anawhel.” 
 
Likability 
This slogan shows a positive lifestyle: “ready to go”. Then, Customer 
perception could be feminist, free and independent. 
Meaning of the Slogan 
3. Storytelling 
 
The second point is the notion of “One bag, one story.” 
 
Compared to those well-known brands, Anawhel is selling its French designs, positive attitudes and 
unique stories. We tried to make a content marketing spectacle that takes viewers into the world of designer 
Naouel BEKKAIE. The whole website should be all about storytelling: How was the work in Christian Dior? What 
she experienced during traveling in China? What inspired her to make these designs? 
 
We have got inspiration from Chanel. As shown below, the chapter on ‘No.5’ expose the most famous 
fragrance ever, ‘Coco’ gives viewers a glimpse into Mademoiselle’s world and chapters like ‘The Lion’ or ‘The 
Jacket’ show secrets behind quintessential Chanel staples. Therefore, which bag should have a story described 
in the website like Chanel did. 
 
 
 
Page 13 
Il Était un fil 
 
 
 
 
 
Brand Identiy 
 
In a previous section we identified the Kapferer’s 
Identity Prism. In this section we propose some 
ideas based on that Prism. 
Personality 
The character of the brand could be associated with 
the human characteristics related to them. 
Anawhel gives off a strong, distinguished character 
and is pride in your own life. The innovative 
sentiment of the brand not only adds to the appeal, 
but it is still able to remain youthful. 
Culture 
The rich legacy of the brand, from sparkling design 
to the leopard pattern. Each element is seen to 
have stemmed in French culture and could change 
the culture more Feminist, free and independent. 
Self-Image 
This is how the consumer visualizes themselves. 
This self- image plays a significant role in the luxury 
brand as consumers want to increase their social 
standing or own self-view through wearing designer 
luxury brands. Anawhel’s self-image may be that of 
a higher-class woman who loves travel experiencing 
and well control her own life with a positive life 
attitude a niche fashion sense. 
Physique 
High quality, Stylish French, leopard pattern, 
functional. The best-seller”Mini Pannier White 
Leo” look is both sophisticated and casual, 
which cements the brand physique. 
Relationship 
The relationships that were formed may be that 
of trust & dependability in Anawhel’s products, 
especially during the journey. However, an 
overall inconsistency with the direction of the 
brand may have left some consumers alienated, 
particularly those who are not interested in 
traveling. 
 
 
 
 
 
 
 
 
 
 
 
 
 
Reflection 
Reflecting the customer is not describing the 
target; rather, the customer should be echoed 
as he/she wishes to be observed as an outcome 
of using a brand. Therefore, we suggest that 
Anawhel’s reflection is pioneering and unique. 
While we agree with this, it could also be added 
that the consumer wishes to embody the classic 
French woman. 
 
 
Page 14 
Il Était in fil 
“I've learned that people will 
forget what you said, people 
will forget what you did, but 
people will never forget how 
you made them feel.” 
By Maya Angelou 
 
 
 
 
C H A P T E R T W O 
E M O T I O N A L B R A N D I N G 
1. Introduction 
2. Why emotional connections 
matter 
3. Putting emotional connections 
to work 
4. From product to an 
experiential level 
5. From quality to preference 
6. From a monologue to an 
interactive dialogue 
7. From touchpoints to journeys 
8. Building the “Brand Love” 
In this chapter, we are going to talk about emotions and 
how they can change the way in which the product is evaluated 
and how IL ÉTAIT UN FIL can improve its business by seeing the 
emotional branding as part of the Brand Equity 
 
2. Why Emotional connections matter 
 
Brands begin as a product that solves a logical problem 
in the consumer’s life. Means that the rational core is mostly 
the functional attributes of the brand. But due to rapid 
technology diffusion among firms, functional characteristics in 
many categories tend to be relatively generic. Primarily, many 
brands in the same category can lay claim to doing the same 
thing at the rational, functional level. 
Brands, thus, should look beyond the rational for 
differentiation. They become an idea that fulfills consumer’s 
emotional needs. It works for Anawhel too. And there are also 
many research shows that why emotional branding is very 
important. 
3. Putting emotional connections to work 
As customers’ relationships with a brand deepen, they 
move along the pathway toward full emotional connection. 
Mainly, loyalty and preference are beyond reasons. And the 
percentage of consumers who desire to offer support in time or 
money is higher than 50%. 
So here comes a question that what should Anawhel do 
to get and keep the right costumer? 
We provide some answers next sections. 
EMOTIONAL BRANDING 
1. Introduction 
 
 
 
 
 
 
A product or service is not just the product itself; it is more about 
what did people experience with it. What did it make them feel? Did they 
have fun, did it make them feel special, and did it get them jumping in 
excitement? 
People would support your service and products if you make them feel 
extraordinary. For instance, Royal Caribbean Cruise is one of the best-known 
cruise ships that not only takes you to your dream paradise but will also give 
you that “royal” experience. 
Therefore, for Anawhel, we suggest the way to make your consumer to 
enjoy the time spending with you, it is by creating a different environment 
and treat them like your friends. It could be by decorating your shop with 
beautiful design, make it look impressive. And serve your consumer with your 
heart let them feel being emphasized. Here is some beautiful design to refer. 
 
4. From product to an experiential level 
5. From quality to preference 
Many companies arise competing for loyal customers. It is typical for many 
industries. Customers are continually seeking and switching their preferences. 
Firms attempt to ensure that they have the best products in the world. 
Nevertheless, bymaking them feel your products are extraordinary, you become 
their preferred supplier. When you become the favorite Brand, word of mouth 
will help you market your product or services. 
Not only the logo is vital, but the colors also are. We believe that every color 
should represent a different meaning and deliver a different message to the 
consumer. The, we also offer various color for the logo so that you can choose 
your favorite. 
 
 
Page 16 
Il Était un fil 
As Anawhel have an advantage of handmaking, every bag 
could be unique. The firm can provide them unique embroidery 
when they buy their bags. Such as names, birthdays, or blessings, 
and other kinds of personalization to customers. That special custom 
approach makes the product more attractive to customers, creating 
them a genuinely and unique package, making them pay higher 
prices than the original one. 
“That is really what building 
a brand is about, not just 
showing the product but 
showing the story all 
around it,” Bendet says. 
Stacey Bendet 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Sell a product now is about have a conversation with your 
customers, talk and listen them. I may have ever imagined why some 
commercials left a question to you think. The reason is, they provide 
an option to you choose, an answer to be responded. It is more than a 
presentation about the product; it is an interaction. Firms ask them a 
question and catch their attention. It allows people to talk and share 
their experiences and it will enable you to further understand their 
attention in responding back. It might be time-consuming, but this is 
where you build relationships. 
 It is common now on Facebook, and other social media, firms 
post something on their account asking the people a question. It allows 
them to respond and connect with customers on an emotional level, to 
create a relationship with them. Such as holding on-line activities like 
Pick up three lucky customers and give them Anawhel bags for free from 
people who “liked” your post and shared it with their friends. That is a 
suitable medium for brands to interact with their customers. 
Finally, according to Instagram, a famous design called Stacey 
Bendet shares photos and videos that capture what she is seeing, 
feeling, or thinking in the moment and provides followers a genuine 
glimpse into her life of fashion and design and the inspiration behind 
her brand. It is brilliant way to enhance emotional connections with 
consumers. Naouel BEKKAIE could do the same approach to show the 
story behind the design of her products, increasing the fans’ intimacy. 
6. From a monologue to an interactive dialogue 
Page 17 
Il Était un fil 
 
 
 
 
 
 
 
 
 
 
Page 18 
Il Était un fil 
Even if employees execute 
well on individual touchpoint 
interactions, the overall 
experience can still disappoint. 
Furthermore, customer journeys 
are significantly more strongly 
correlated with business outcomes 
than are touchpoints. Online sales 
are where IL ETAIT UN FIL has 
more control and more margin as 
well. Thus, the company should 
invest more in enhance its website 
by using our recommendations 
given along the chapters, 
especially in the consumer buying 
process chapter. 
Finally, consumers have changed and they are even more complex, 
they should be in the center of the business, the following illustration shows 
some of those changes. 
7. From touchpoints to journeys 
The insights from customer experience approach can help to build 
customer loyalty, make employees happier, achieve revenue and even 
reduce costs. However, it takes patience and courage to implement it in 
organizations, it hard and costly to see the business through the customer’s 
eyes and then redesign functions to create value in a customer-centric way. 
That job begins when firms consider the customer—not the organization—at 
the center of the business. 
Hedonic and sensory dimension: 
Pleasant and unpleasant 
 
➢ Given the selling channel of the 
company is agential selling. The only 
thing we can control regarding 
consumer’s perceived satisfaction is 
the package and design (the 
Provencal design is already unique, 
strengthen that), to better create a 
pleasant feeling, we must 
differentiate from the other products 
by visiting the channel stores and do 
some researchers. 
➢ A closer observation about the 
products which are sold out of stock, 
find out the standard features of 
those products and identify the trend 
of the general consumer preference. 
Rhetoric dimension: an individual 
and meaningful social experience 
 
➢ We can use full of the craftsmanship: 
regarding the Provencal art as a 
cultural heritage which is in imminent 
danger. Then, every purchase of our 
products will be a generous donation 
and support for the Provencal 
artisans. 
➢ We can also add some general, 
meaningful non-profit issues 
(education supporting, pollution 
control. etc.) into the marketing 
process 
Praxeology dimension: 
Consumer’s involvement intensity 
during the experience 
 
➢ At this part, we can hardly control the 
agency stores about the consumer 
experiential marketing, so we will 
have to choose the selling store with 
a more critical eye. 
➢ Online purchase is something we have 
absolute control, finish the English 
version first so the products will 
possess an understandability to 
foreigners, for utilitarian affairs, we 
can take a reference to Taobao and 
Small's website interactional design. 
Temporal dimension: the 
expectations with a chosen or 
constrained time 
 
➢ Relevant festival marketing is 
essential. 
➢ Identify the fitness between brand 
image and geological features, such 
as sunshine, shores, and beaches, to 
stimulate a synergy and right OTP 
placement (occasion, time and 
place). And open selling channels 
accordingly. 
➢ Start to make connections: establish 
online/offline social community 
based on the same identity. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Page 19 
Il Était un fil 
In order to strengthen the brand identity soft power and figure out a general method to generate 
consumer’s “brand love” we applied the 4 attributes of a consumption experience 
8. Building the “Brand Love” 
“When my company 
reach the value peak, I 
will sell it.” 
By Naouel BEKKAIE 
 
 
 
 
 
C H A P T E R 3 
T H E C O N S U M E R B U Y I N G 
P R O C E S S 
1. Introduction 
2. Problem recognition 
3. Information search 
4. Evaluation of alternatives 
5. Purchase decision 
6. Purchase 
7. Post-purchase evaluation 
As a start-up company, Anawhel has savvy leaders, well-
co-operative teams, and quality products. Now, we thought 
that this company needed enough customers and operating 
capital most. Therefore, in this section, we used a new 
marketing model” Purchasing behavior process” instead of 4Ps. 
The reason is, we wanted to be more based on the 
customer perspective, and they could provide reasonable and 
feasible suggestions at every step to promote sales growth. 
Some critical contents of 4C and 4Ps models are included in the 
analysis as well. The source of operating capital will be 
mentioned later. 
The Consumer buying process consist in 6 steps: 
1. Problem recognition 
2. Information search 
3. Evaluation of alternatives 
4. Purchase decision 
5. Purchase 
6. Post-Purchase evaluation 
We made suggestions in all steps. 
The Consumer buying process 
1. Introduction 
Simple research in Google 
 
1) Pay to Google ranking 
optimization company, 
for the keyword "travel 
bag," "power bank,""light 
bag," to optimize search 
ranking results. 
 
 
 
 
 
 
 
 
 
 
2. Problem Recognition 
 
You not just put your product in stores and it is bought, before 
a purchase can ever happen, the customer needs to have a reason to 
believe that what they desire, where they want to be or how to 
perceive themselves or a situation is different from where they are. 
For Anawhel, this creates an opportunity. We could “create a 
problem” for the potential customers to help them realize that they 
have a need that should be solved. 
We suggested to define the problem as “your traveling bag is 
heavy and out-of-date.” Then we could put on the contrast photos in 
the side, the ordinary travel bag against Anawhel’s beautiful travel 
bag with charging facility. The most crucial point for problem 
recognition is to tell the customers what they need, even though they 
wouldn’t need it. 
3. Information research 
 
The customer research process begins when the problem is 
discovered. When they are aware of the existence of the issue, they 
notice the necessity for a solution. For solving the problem “your 
traveling bag is heavy and out-of-date,” they look for “light, beautiful 
travel bag” on Google, which is relatively straightforward. The result 
is below; we found that all bags are not that kind of beautiful. 
The best way is to establish your brand as an industry leader 
or expert in this specific field. Methods to consider include becoming 
a Google Trusted Store or by advertising partnerships and sponsors 
prominently on all web materials and collateral. But it’s impossible 
for Anawhel without abundant budgets and strong firm influences. 
The feasible way is to focus on a niche market and put the 
most budget on it. 
Currently, the target customer group for IL ETAIT UN FIL is 25-
45 years old, almost 35 years old, 95% French, 5% from USA / Japan. 
By using “Customer portrait,” we defined three common 
characteristics of target customers: woman, traveler, want something 
new. Then we tried to find these people. 
Here we have two possible suggestions: 
 
 
Page 21 
Newsletter 
Title 
5. Purchase 
 
After the need has been creating, the 
search has been completed, and the client has 
decided to make a purchase. All the stages that 
lead to conversion have been finished. In this 
step, keep it simple! 
We suggested some critical questions: 
Ensure that your online purchase process online 
is not complicated, let just few and quick steps. 
Also, the purchase should be as easy on mobile 
device as it is on a desktop computer. 
More further improvement suggestions. 
First, e-shop in English is necessary. Second, 
accessible payment is important. Now it 
doesn’t matter for the French customers, but it 
will be so hard for foreigners like me to make 
the purchase. It is not urgent to improve now. 
But we suggested adding an email address at 
the bottom to help customers finish their 
payment process. 
4. Purchase Decision 
 
Here comes to the essential step. At this point, the 
customer has analyzed multiple options, they perceive 
pricing and payment options, and they are choosing 
between move forward with the purchase or not. But they 
could still decide to walk away. 
There are a lot of methods to persuade customers to 
make the purchase decision. As an example, here we 
provided two small free magics for Answer: 
➢ Provide a “code promo” or free shipment for the 
indecisive customers (those who stay on the 
shopping page for 10 minutes and have put some 
products into the cart). It will be the critical effect 
on the purchase decision. Sometimes customers 
just need a reason to buy. 
➢ There is a pricing strategy, which called “Anchoring 
effect”: The price gap between the Anawhel bags 
with and without batteries is 29 euros. We found 
that the price of a similar power bank is 10 euros. 
That will make the customers get a feeling of loss, 
so they may not buy the batteries, even the bag. 
We could reduce the gap to 9 euros: the original 
one is 140 euros, and the one with batteries is 149 
euros. 
“Add only 9 euros for an innovative fashion bag 
with batteries” 
6. Post-purchase evaluation 
 
The better way to improve the value creation is 
defining the outcomes that really matter, analyzing 
historical performance of satisfied and dissatisfied 
customers, and focusing on customer satisfaction issues 
with the highest payouts. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
2) Put ads on YouTuber’s videos those who always make 
traveling Vlog, especially traveling in French because 
the audience is almost our target customers. And as we 
all know, YouTube is the second-largest search engine 
in the world. 
Price: With an average cost-per-view ranging between 
$10 –$30. Also, count your overall YouTube views. 
Penna Power: http://www.pennapowers.com/how-
much-do-ads-on-youtube-cost/ 
3. Evaluation of Alternatives 
 
Standing out from the competition doesn’t 
mean a customer will purchase your product or 
service. In fact, now more than ever, customers 
want to be sure they’ve done thorough research 
before making a purchase. For that reason, even 
though they might be sure of what they desire, 
they will still want to compare other options to 
make sure their decision is the right one. 
 
 
Page 22 
Il Était un fil 
 
 
C H A P T E R F O U R 
C H I N E S E M A R K E T 
A N D F I N A N C I N G 
O P P O R T U N I T I E S 
1. Introduction 
2. Chines consumers and 
investors 
3. Digitalization 
4. Millennials and the 
luxury sector 
5. Financing opportunities 
Provence is an attractive idea for consumers worldwide, 
especially for the Chinese people, and this market share is yet 
to be cultivated. However, it requests a more sophisticated 
business plan and a well-organized roadshow presentation to 
stretch out its potentials to be profitable; no matter in the cash 
flow level or an intangible improvement level. It means a more 
robust business model and brand uniqueness. 
2. Chinese consumers and investors 
Cater Chinese consumers and focus and Chinese 
emerging market trend thus attracting more Chinese VC/PEs. 
We want to emphasize on this part is because we see high 
possibility of a Sino-French win-win M&A between French light 
luxury brand and Chinese capital groups, if you use our strategy 
you can either find more opportunities to get invested by a 
Chinese fund or open your Chinese market. 
Chinese investors are in a single position to extract 
significant returns from what is now becoming a Chinese luxury 
sector. But financial success is not guaranteed. A focus on the 
issues and circumstances underlying the brand’s performance 
as highlighted above should help investors define which of the 
luxury brands will survive the demands of Chinese consumers. 
One more important thing to know: you don't have to 
open a Chinese market to get invested or be an acquisition by 
Chinese capital, you need to prove uniqueness, profitability 
and potential to expand, they will be thinking about 
localization strategy after M&A. Thus, an efficient and less 
risky way to start in via e-commerce. 
3. Digitalization 
Focus on digitalization and E-commerce is the start 
point. the Chinese outbound PE/VCs have a universal 
preference on the digitized luxury brands, which means you 
either have established channels for digital selling channels 
(your website) or have the group to support that. 
Potential partners without an entry cost: 
➢ mia.com; 
➢ xiaohongshu.com; 
➢ yMatou.com; 
➢ TMALL.com; 
➢ vip.com 
 
Entry into Chinese Market and 
Financing opportunities 
1. Introduction 
 
 
 
 
 
 
Brands need to build digitalization and E-commerce. TargetedVisibility & Reputation are a Luxury brands most significant asset in a 
‘digital-centric’ market. As a luxury proposition, you need to build this 
solid brand reputation by focusing on certain platforms and communities. 
The discerning Chinese fashionista spends on average 2 hours per day 
browsing online. For high-value products, the level & degree of research 
by the consumer is typically higher. Anyone who’s spent time in China will 
instantly notice how digitally oriented this modern society has become 
from WeChat to Cross-Border Commerce, Shopping Forums & PR you must 
make an impact to the target demographic in the online sphere if you drive 
sales. Fill up at least ten inches of column with actual article text. 
Page 24 
IL ETAIT UN FIL 
4. Millennials and the luxury sector 
Millennials are the future dominating consuming power in China. That is often a case of the famous ‘Little 
Emperors Syndrome,’ growing family wealth connect with the “One Child Policy” conduct to entire family 
entity provision to a single child. As a result, more funds have been available to Millennials from wealthy 
backgrounds coupled with insatiable consumer demand for quality brands. With such a massive surge of luxury 
enamored youths across China, striking into this market and creating brand loyalty can generate dividends for 
years to come with individuals so early in their consumption life cycle. 
 Furthermore, we created a pyramid tool to win Chinese 
millennials (Image aside). However, it does not mean that Anawhel 
should forget about or abandon the current user base or develop a 
distinct set of plans for Chinese Millennials. Furthermore, it does 
not mean that play at the level 4 of the pyramid it the aim, since 
that distinct levels are appropriated for different brands and 
Millennials should not be treated as an alien species whose needs 
never overlaps with their audience. 
Finally, Anawhel should, at the least, ensure meet the right 
practice principles of level 1 that will provide you keep Millennials 
on side. It should think of the pyramid levels as behaviors for 
distinct types of brands look for cross-generational commonalities 
between Millennials and your user base. 
 
 
 
 
 
 
 
 
 
 
When we talk about financing opportunities, there is no single 
path, many sources are available and the firm should consider each 
one as an opportunity to grow fast and it depends on what stage the 
company are. Additionally, the company should be careful with large 
offers which could cost large shares of the company. Next sections 
show many alternatives. 
Potential Chinese investors. Such as Fosun, which has a 
significant focus on the wellbeing and happiness when choosing 
portfolios, so a newly started (which means lower cost and space to 
grow) luxury brand originated from a unique region (such as Province) 
can be an attraction for an angel/A round financing. 
Fosun recently founded the Fosun Fashion Group to deepen its 
foothold in the global luxury market. 
Contact: Send a BP to zhangdm@fosun.com, Paris office 
Your city’s entrepreneurial community. The first step that 
you should concern when the project is ready, it is to get involved 
with the other founders in the same area. Try Marseille regional 
startup groups such as Facebook and LinkedIn, attend events, help 
with an arranging committee, and meet as many people as you can. 
Additionally, try to be modest, ask for advices, but also give 
some advices when you can. Talk about problems in your entrepreneur 
life, and become aware of some other founders, investors, and the 
tech community in your region. Focus on build strong relationships 
with the cooperation. 
Contact: https://amft.io/cartographie-ecosysteme/accelerateurs-
generalistes/marseille-innovation/ 
http://madeinmarseille.net/26588-incubateur-accelerateur-startup-
paca/ 
Apply to Business school accelerator programs. Offered 
by investment firms, seed funds, universities, and other accelerator 
programs are abundant in across North America. Some of the top 
accelerator programs are incredibly competitive such as YCombinator 
and TechStars, but the payoffs are big. 
5. Financing opportunities 
Page 25 
IL ETAIT UN FIL 
Additionally, accelerator 
programs are also an alternative way to 
find other founders. Accelerators offer a 
seed investment in return for equity, and 
they could culminate in a Demo Day 
presentation in front of many possible 
investors. 
Contact: Quentin Dumontet, Kedge 
Marseille entrepreneurship 
E-mail: quentin.dumontet@kedgebs.com 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Angel investor networks. Angel investor 
networks are member-based networks that tend to 
divide and focus on small areas to serve. They 
operate from a fund that has been set aside by an 
investment firm to source deals for the web. 
Applications are recommended, the angels 
can retain their anonymity, and founders can find 
talk with hundreds of investors and then decided 
the most adequate. 
Contacts: PBA province business angels: 
https://provenceangels.com/ 
J.P Angel investment: 
https://www.reseaufinancierfrancais.com/angel
-investors/je-suis-administrateur-rA-marseille-1-
339896 
 
Page 26 
IL Était un Fil 
Crowdfunding. With all the crowdfunding 
platforms available, some with targeted industries 
such as arts, science, business, startups, and others 
with angles like equity investments, loans, and 
venture networks, those who want to get seed 
funding have plenty of opportunities to try their 
hand. 
Crowdfunding is a viable option for all 
entrepreneurs to maximize the number of possible 
views by investors in one go. 
Contact: Crowdfunding sure Ulule 
https://br.ulule.com/ 
Provence Booster 
http://www.marseille-
innov.org/project/provence-booster-financement-
participatif-crowdfunding/