Exploring SMEs crowdfunding solutions that can generate trust

Abstract

In accordance with the sustainable development goals, it is necessary to increase the access of SMEs to financial services. Crowdfunding has been imposed as an alternative to other traditional financial sources, being an "umbrella" covering the financing of projects and initiatives by various individuals (the crowd) through the Internet. Within the concept, four types are included: Donation, Reward-based, Lending and Equity. The concept of “trust” is a key element in online transactions, reducing the information asymmetries and uncertainty. The generation of trust in crowdfunding can be derived from different components that we will analyze: a) The platform used (and the company that supports it); b) The promoter; c) The quality of the information; d) The investor's disposition and familiarity with the instrument; and e) The network around the promoter and / or the project. In addition, female entrepreneurs generate more trust and would have the opportunity to attract professional local investors (lead investors), through better information on their initiative. That is why, through a content analysis, we will propose the best type and components combination, within the framework of a project based on the SMEs of Bogotá (Colombia).