Mongoose Energy specialise in funding for Green Community Energy Projects. This is a very specialised niche to operate in. The company identifies suitable projects around the country and agrees a fundraising commission for raising the money required. They then provide project management to ensure that everything is delivered to specification and on budget. The fund raising aspect of Mongoose energy’s service is key as without it the rest of the service cannot commence. The selected channel to raise finance is through their crowdfunding portal https://https://mongoose.energy/.
Crowdfunding opportunities with Mongoose Energy
Each offer takes the form of either a Bond or an ISA and is available to private investors. The opportunity to invest suits investments of around £500 for an individual investor. There is an approximate target of £1Million for each bond or ISA offer. As with any investment there are struct rules and governance about the language that can be used. As part of this investment capital must be stated as ‘at risk’. Having said that Green Community Energy Projects do generate some impressive returns, with 4% and 8% plus tax relief is attainable. There are even instances where this return grows higher to a very impressive 13%. The bonds and ISAs are backed by the FSC but are not part of their compensation scheme.
Marketing Mongoose Energy Crowdfunding to private investors
Our idea was initially to promote investment with Mongoose energy as a Webinar. We proposed to firstly promote the webinar using PPC techniques in order to bring interested parties to the website to register. Then at an appointed time we would live broadcast the Webinar to the registered audience in order to do a live question and answer sessions as well as propose the available investment opportunities.
This duplicated an already successful offline strategy. It had worked on a small scale to raise funds for Mongoose Energy and gave it the capabilities to scale up and raise large quantities of funds from private investors investing modest amounts. The target overall was £1Million per offer and we felt that a test would prove the strategy.
In addition to this we were asked to provide strategy services to the setup of the Mongoose Energy marketing platform which comprised of Hubspot, Google Analytics, Adwords, Search Console and Facebook Business. This required technical integration knowledge to tie these disparate platforms together with 2 existing Mongoose Energy websites and collaboration across different supplier relationships.
Personalised landing pages on the Hubspot marketing platform
We are familiar with the Hubspot platform at a deep technical level. We recommended making full use of its features including personalised landing pages. When potential investors search for opportunities on Google, we monitored the language that they used, and linked it to landing page templates on Hubspot. The language of each individual investor was therefore reflected in their landing page experience. It meant that the landing pages were customised and personalised to the individual. Every action of interest was recorded within google analytics, and provided a full analysis of activity. We also allocated a weighted value to these in order for the reporting to properly reflect user activity. It provided a decision support system.
Mongoose therefore had a full view of activity that empowered them to make strategic decisions for each Bond or ISA offer.
