How this plan builds on the roadmap
The team's delivery roadmap gives this campaign a strong foundation: the five phases, the confirmed dates and clear ownership are all set. This plan builds the next layer on top of that, the marketing engine that turns the roadmap into a running campaign: the channel-by-channel tactics, the messages and the sequencing that carry us toward 2,000 registrations and a funded raise.
The roadmap already gives us
- The five-phase spine and the confirmed key dates.
- Visa deck sign-off (14 July) and the Visa partnership announcement as a critical-path item.
- Financial-promotion compliance as the single most important gate.
- The committed-floor vs stretch target framing.
- No video, applied throughout.
What this plan adds on top
- A funding and registration model that shows how we actually reach the target, not just the target.
- Channel-level tactics for every owned, earned and on-platform channel.
- A full post-launch section, written out in detail.
- Both customer-email routes modelled side by side, with the compliance and strategy trade-offs, for you to decide.
- Crowdcube-specific tactics pulled from studying live raises on the platform.
- One consolidated compliance guardrail box, carrying forward the earlier raise decisions.
What a £500k raise actually takes
Before the tactics, the reality. Equity raises on Crowdcube are won on two numbers: how many investors back you, and how much each one puts in. Registrations are only the funnel that feeds those two. Here is what the platform actually looks like, so our target is anchored to evidence, not hope.
Comparable raises live on Crowdcube (observed 29 July 2026)
| Raise | Raised so far | Investors | Average cheque |
|---|---|---|---|
| Tilt (live-shopping platform) | £813,410 | 578 | ~£1,410 |
| WHOOP (wearable, secondary) | £677,221 | 238 | ~£2,845 |
| Cru World Wine (marketplace) | £699,826 | 107 | ~£6,540 |
These three are premium and secondary deals, so their cheques sit high. The safer anchor is the platform average of ~£1,890, and even accessible consumer raises rarely average below £1,000.
What that means for our £500,000
The money comes from a few hundred investors, not thousands. At the platform-average £1,890 cheque, £500k needs about 265 investors; at a conservative £1,000, about 500. The three comparables (107 to 578 investors) bracket that exactly. So our working target is ~400 investors at an average of about £1,250, with the 2,000+ registrations sitting above it as the funnel that feeds it.
Our planning assumption. We plan on an average cheque of roughly £1,000 to £1,500, anchored to Crowdcube's ~£1,890 platform average. Equity investors self-select to larger cheques than everyday currency customers, and the platform data bears that out. The raise is EIS eligible, so investors receive 30% income tax relief, which lifts typical cheque sizes further and is a strong draw to feature prominently on the pitch page.
The momentum model: the one thing the plan turns on
Equity crowdfunding is not won in the public window. It is won before it. Crowdcube's own model, and every successful raise on the platform, runs a private phase first so the public page opens already showing strong funding and an investor count. Browsers on Crowdcube sort by "most funded" and "most momentum", so a page that opens already 40%+ funded pulls in the platform's own two million investors, while a page that opens light sinks.
The number that closes the raise
This is the single most important figure in the plan, and it deserves relentless focus from now to 21 September. Line up at least 30% of the £500,000 as a floor you must clear, and drive for 40% or more (£200k+) before Early Access. Convert it in the first 24 to 48 hours so the public page opens "hot" on 23 September. A page that opens near half funded pulls in the Crowdcube crowd and closes big; a page that opens light stalls and rarely recovers. Every pre-launch activity below exists to feed this one number.
This reframes the phases. Pre-launch is not "warm-up marketing". It is the machine that manufactures day-one momentum: build the registered pipeline, run the soft circle of named investors, qualify intent into soft commitments, and land them all in the Early Access window. The public campaign is then a three-week momentum-and-closing operation, not a standing start.
Key dates & critical path
The five things that move the launch date if they slip
- Financial-promotion + landing-page sign-off. The landing page, FAQs and website copy are all financial promotions and need approval before going live. This is the number-one gate. Track daily from now.
- Crowdcube-requested landing-page changes. Lucy making changes, Graham to sign off, then to Crowdcube for confirmation. Nothing builds until confirmed.
- Visa announcement sign-off. Ten business days at Visa, so submit this week without slip to hold the 12–14 Aug release ahead of the 18 Aug media launch.
- Media-launch readiness (banner, landing page, Email 1) for the 18 Aug go-live across owned channels.
- Crowdcube slot confirmation for 21/23 Sept. Confirmed, but hold it.
Funding & registration model
The roadmap sets the targets; this adds the route to them. Here is a working model. The assumptions are labelled and meant to be pressure-tested with Graham, not treated as fixed truth. The point is to make the target a sum of channels rather than a hope.
| Layer | What it delivers | Toward £500k |
|---|---|---|
| Soft circle (named investors, founders' networks, angels) | Larger cheques secured privately before Early Access. The momentum engine. | £200k+ (40%+; 30% floor) |
| Registered pipeline converting in Early Access + week 1 | 2,000+ registrations built in pre-launch, a slice converting early at Early Access. | ~£150–200k |
| Crowdcube crowd discovering a "hot" page | Platform's own investors finding a top-of-list, well-funded page during the public window. | ~£120–180k |
| Closing surge (final 72 hours) + any overfunding | Scarcity and deadline urgency on the registered base and watchers. | Tops out / overfunds |
Reading the model. A registration is not an investment. Plan on a modest single-digit-to-low-double-digit percentage of registrants investing, which is why the 2,000+ registration floor sits well above the ~400 investors actually needed (the benchmarks are in Section 02). The other lever is average cheque size: we plan on ~£1,000 to £1,500, anchored to Crowdcube's ~£1,890 platform average. The raise is EIS eligible (30% income tax relief), which lifts average cheque size further and should be displayed prominently on the pitch page.
Phase plan
Click any phase to expand. Pre-launch Launch Post-launch
Objective. Clear the compliance gates, finalise the landing page and banner, prepare the Visa announcement, and stand up the machinery that captures registrations. Nothing public-facing goes live until the financial-promotion sign-off is in hand.
Deliverables
- Financial-promotion compliance sign-off confirmed and initiated for the landing page and website copy.
- Crowdcube-requested landing-page changes drafted, signed off by Graham, sent to Crowdcube for confirmation, then built by Jason/Joshi.
- Website banner and email templates finalised (both already compliance-confirmed).
- Visa partnership announcement package (press release, blog, publication date, distribution plan) submitted to the Visa Account Executive, w/c 28 July.
- CRM segmentation, investor registration form and campaign KPI dashboard confirmed live.
- Soft-circle target list built: named investors, founder networks, existing angels, prioritised by likely cheque size.
- Investor FAQ and objection bank drafted (compliance-cleared) for use across email, webinars and the pitch discussion tab.
Owners
Lucy (campaign lead) · Jason & Joshi (build) · Graham (sign-off, soft-circle relationships) · Mark (promotion strategy) · compliance reviewer (finprom).
Objective. Go live across owned and earned channels and build the registered investor pipeline toward the 500+ pre-launch floor and 2,000+ overall.
Activities
- Visa partnership announcement released 12–14 Aug, using Visa-approved wording only. This is the credibility anchor: a travel-money brand with a Visa partnership is a very different investment story from a generic fintech.
- Media launch on 18 Aug: website banner and landing page live, Email 1 to the eligible database (see the customer-email decision, Section 07, for who "eligible" means).
- Founder and growth story content: the Travel FX record-traffic story, the founder narrative, and the "why travel payments are changing" thesis. Substantiate the traffic claim with GSC/GA figures and hold the slot for the August number.
- Organic social awareness across owned channels. Paid social stays held until certification (Section 10).
- PR preparation and outreach under embargo, earned placements only. No paid/resale press placements.
- Registration engine: every asset drives to the /invest registration page. Educate first (what equity crowdfunding is, the nominee, risk), then invite registration.
Success criteria
- Registrations increasing weekly, investor database growing, 500+ registered before launch on track.
Objective. Convert interest into investment intent, and turn intent into soft commitments landing in Early Access. This is where the 30% is actually assembled.
Activities
- Investor webinar programme, presented by Graham, with founder Q&A. Webinars are the single highest-intent qualification tool: attendees are your Early Access converters.
- Soft-commitment collection from the soft circle and hot registrants. Track pledged amounts against the £150k pre-commit target.
- VIP founder outreach: personal contact from Graham to the highest-capacity prospects. A handful of larger cheques does most of the work toward 30%.
- Product roadmap and Visa collaboration content to reinforce the "scalable travel payments platform" positioning over "travel money provider".
- Customer success stories and founder's-benefits (investment tier) messaging.
- Press activity continues, timed to peak into Early Access.
Success criteria
- Soft commitments tracked and trending to ~30% of target; webinar attendance and follow-up conversion measured.
Objective. Convert the qualified pipeline in the exclusive two-day private window so the public page opens already funded.
Activities
- Early Access go-live email to sign-ups and soft-circle, with a clear "you're in first" framing and the direct Crowdcube link.
- Crowdcube page live for Early Access; final content check against the confirmed, Visa-approved deck.
- Final compliance sign-off confirmed before go-live.
- Real-time nudges to soft-committers to convert their pledge into an actual investment now, not at public launch.
- Countdown messaging to public launch.
Success criteria
- Public page opens on 23 Sept at or above ~30% funded with a healthy investor count. This is the whole game.
Objective. Open to the public and sustain momentum across the full three-week raise, protecting the target and pushing overfunding.
Activities
- Public launch email and social announcement, leading with the funded percentage and investor count as social proof.
- Updates cadence: a substantive Crowdcube update at least weekly (see teardown, Section 08). Milestone updates ("50% funded", "500 investors") spike investment and keep the page appearing active.
- Discussion-tab management: respond to every investor question quickly and publicly. Public engagement lifts visibility and reassures watchers.
- Daily and weekly investor updates to the registered base, segmented: investors get progress and thank-yous, prospects get pitch-and-proof.
- Overfunding monitoring once £500k is reached; present a clear overfunding rationale (what the extra capital does).
- Closing surge in the final 72 hours: scarcity and deadline urgency, strongest push of the campaign.
- Ongoing PR and social, with any paid activity subject to Graham's written sign-off throughout.
Success criteria
- £500,000 minimum reached; momentum sustained to close; overfunding captured where demand allows.
Objective. Close cleanly, onboard shareholders, and convert the raise into a lasting asset (a shareholder community and a cleaner path to any future round). The roadmap flagged this for a separate document; it is included here in full.
Cool-off and completion
- Crowdcube issues cooling-off notices to investors after close. Expect a short window before funds are captured. Communicate the timeline so nobody is surprised.
- Funds captured, shares issued through the Crowdcube nominee, monies transferred. Keep investors informed at each step; silence after a raise erodes the goodwill you just built.
Shareholder onboarding & community
- Welcome sequence to new shareholders: what they now own, how the nominee works, what to expect and when.
- Shareholder-advocate programme: your investors are now your loudest customers and referrers. Give them a reason to talk (perks, early features, referral into the product).
- Regular founder updates (quarterly minimum) to keep the base warm for any future raise or secondary.
PR wrap & positioning
- "We raised £X from Y investors" announcement, plus a founder reflection piece. A successfully closed raise is itself earned-media fuel.
- Feed the outcome back into the SEO/content programme (a funded-raise story strengthens brand-authority signals) without ever linking the raise URL from the paid link programme.
Housekeeping for the next round
- Keep the cap table clean via the nominee (Crowdcube's own pitch for raising again later).
- Capture lessons: channel-by-channel what converted, so the next raise starts from data not memory.
Implementation: who does what, by when
The phase plan sets the shape; this is the task-level tracker so nothing slips between now and launch. Every line has an owner and a due date, and the statuses are a starting point to be driven in a weekly stand-up. Owners: Lucy (campaign lead), Jason and Joshi (build), Graham (sign-off, spokesperson, soft circle), Mark (marketing, PR), Seb (content), plus the financial-promotion reviewer.
1 · Compliance & legal — the critical path
| Task | Owner | Due | Status |
|---|---|---|---|
| Financial-promotion sign-off: landing page, FAQs, website copy | Graham + finprom reviewer | By ~15 Aug | Critical gate |
| Crowdcube-requested landing changes → Graham sign-off → back to Crowdcube | Lucy / Graham | w/c 4 Aug | In progress |
| EIS process confirmed with Crowdcube (advance assurance, paperwork) | Graham | By 15 Aug | To start |
| Paid-social certification (X, Reddit, Meta) in writing before any spend | Mark / Graham | Before any paid | To start |
| Risk warning on every investor-facing asset | Lucy | Ongoing | In progress |
2 · Visa partnership announcement
| Task | Owner | Due | Status |
|---|---|---|---|
| Submit announcement package (press release, blog, date, distribution) to Visa AE | Lucy / Graham | w/c 28 Jul | In progress |
| Visa sign-off on the announcement | Visa AE | 11–12 Aug | Pending |
| Release announcement, Visa-approved wording only | Lucy | 12–14 Aug | To start |
3 · Build & tech
| Task | Owner | Due | Status |
|---|---|---|---|
| Landing page built once Crowdcube confirms the changes | Joshi | By 15 Aug | To start |
| Website banner live | Jason | 18 Aug | On track |
| /invest registration form + CRM capture | Jason / Lucy | By 12 Aug | In progress |
| Email templates finalised (compliance-confirmed) | Lucy | Done | Done |
| CRM segmentation: investors / soft-circle / prospects | Lucy | By 12 Aug | In progress |
| Campaign KPI dashboard + tracking and analytics | Jason | By 18 Aug | In progress |
4 · Soft circle — the 40% (£200k), highest priority
| Task | Owner | Due | Status |
|---|---|---|---|
| Build named-investor target list, ranked by likely cheque size | Graham / Mark | w/c 4 Aug | To start |
| Founder outreach calls + message bank | Graham | Aug–Sept | To start |
| Collect and track soft commitments against the £200k target | Graham / Mark | By 20 Sept | To start |
| VIP high-capacity investor outreach | Graham | Sept | To start |
5 · Crowdcube pitch page
| Task | Owner | Due | Status |
|---|---|---|---|
| Pitch content built to match the Visa-signed deck | Lucy / Graham | By 12 Sept | To start |
| Perk / reward tiers designed, then compliance-checked | Lucy / Mark | By 12 Sept | To start |
| EIS 30% relief displayed prominently | Lucy | On page | To start |
| Updates schedule pre-written (launch, weekly, closing) | Mark / Seb | By 19 Sept | To start |
| Discussion-tab owner + response SLA agreed | Graham | From 21 Sept | To start |
6 · Content & investor acquisition
| Task | Owner | Due | Status |
|---|---|---|---|
| Email 1 (media launch) | Lucy | 18 Aug | On track |
| Weekly email cadence: educate → warm-up → milestone → close | Lucy | Aug–Oct | To start |
| Founder + Travel FX growth-story content | Seb | Aug | To start |
| Organic social calendar | Seb / Mark | Aug–Oct | To start |
| Founder-led LinkedIn programme | Graham / Mark | Weekly | To start |
| Earned PR outreach under embargo | Mark / Lucy | Aug–Sept | To start |
| Investor webinar programme (dates, registration, Graham prep) | Graham / Lucy | 7–20 Sept | To start |
7 · Live campaign operations
| Task | Owner | Due | Status |
|---|---|---|---|
| Early Access go-live email to sign-ups + soft circle | Lucy | 21 Sept | To start |
| Public launch email + social announcement | Lucy / Seb | 23 Sept | To start |
| Weekly Crowdcube updates | Mark / Graham | 23 Sept–14 Oct | To start |
| Discussion-tab monitoring, respond within hours | Graham | Daily | To start |
| Milestone comms (50%, investor-count markers) | Lucy | As hit | To start |
| Closing 72-hour urgency push | Lucy / Mark | 11–14 Oct | To start |
| Overfunding rationale ready before 100% | Graham | Before target hit | To start |
8 · Post-launch
| Task | Owner | Due | Status |
|---|---|---|---|
| Cool-off comms to investors | Lucy | From 14 Oct | To start |
| Share issue via the Crowdcube nominee | Graham / Crowdcube | Post-close | To start |
| Shareholder welcome sequence | Lucy | Post-close | To start |
| Advocate / referral programme | Mark | Post-close | To start |
| PR wrap ("raised £X from Y investors") | Mark / Lucy | Post-close | To start |
Decisions still needed before these fully kick off
- Customer-email route (Section 09): confirm Route A or B with the founders. It changes the acquisition workstream above.
- Sign off the targets with Graham: ~400 investors, ~£1,250 average cheque, 40% pre-commit. Decide which tier is communicated externally.
- Final hosting and password for this plan before it is shared beyond the core team.
Channel playbook
The marketing engine, channel by channel. Every channel funnels to one destination: the Crowdcube pitch page via the /invest registration page. No channel carries offer terms (share price, valuation, returns); those live only on the compliant platform page.
Owned email (the core engine)
Campaign emails to the registered investor list: education, warm-up, launch, milestone and closing sequences. Segment ruthlessly (registrants vs soft-circle vs investors). This is the highest-ROI channel and the one you fully control.
Transactional / follow-up emails
Order confirmations, buyback and thank-you emails to currency customers. High trust, high open rates. Your proposal to place raise CTAs here is powerful but compliance-sensitive and reverses an earlier decision. Modelled in full in Section 07.
Founder-led LinkedIn & organic social
Graham and the founders posting the story, milestones and vision (no offer terms). Weekly cadence, personal outreach to relevant connections, advisor endorsements. Cheap, credible, compliant if kept to narrative.
Earned PR
The Visa partnership announcement and the record-traffic story as anchors. Earned placements only. No paid/resale press lists (rejected earlier on compliance and quality grounds).
Crowdcube on-platform
The pitch page, updates and discussion tab are a channel in their own right. Updates cadence and comment responsiveness directly drive platform visibility and crowd conversion. See Section 08.
Paid social (gated)
Held until written certification from the platforms (X, Reddit, Meta) is in hand; the EMI authorisation may not qualify on its own. Any paid activity needs Graham's written sign-off. Use a lead-magnet (register for the investor brief) angle, never "invest now".
The /invest registration page
The single conversion hub. Educate, capture the registration, feed the CRM. Everything upstream drives here; Early Access and launch emails drive from here to Crowdcube.
SEO / content programme (support)
The existing 65-article programme and brand-authority work raise the brand's credibility backdrop. It supports the raise indirectly. It never links the raise URL, and the raise never touches the paid-link programme.
The customer-email decision Decision needed
Read this before choosing
On 22 July you made an explicit call: no marketing of the raise to the Travel FX customer base ("I'd prefer to keep that out"). Your transactional-email idea is a good one on engagement grounds, but it reverses that decision. It also crosses a compliance line: an invitation to invest, pushed into a currency-purchase email, is a Section 21 financial promotion, and a pushed one is more sensitive than the pull-based landing page, not less. So this is a deliberate fork, not a tactic to slot in. Both routes below are real. Pick with eyes open.
Route A · Include, compliance-gated
Raise CTAs and banners placed in transactional and follow-up emails to currency customers, every touch cleared as a financial promotion.
For: the warmest audience you have. People who just bought euros trust the brand and open the email. Reaches thousands at near-zero cost. Turns an existing asset into raise fuel.
Against: reverses your 22 July call. Every email is an s21 promotion needing Crowdcube approval and a risk warning. Wording must avoid offer terms and use a "register your interest" framing only. Risk of over-promoting an investment to retail money customers, which is exactly the sensitivity you flagged.
If chosen: restrict to a compliant "register your interest" banner (no price, valuation or returns), gate every send behind Graham + finprom sign-off, suppress vulnerable/complaint segments, and keep frequency low.
Route B · Customers out
Hold the line from 22 July. The raise runs on the soft circle, the Crowdcube crowd and earned press. Currency customers see no raise messaging.
For: lowest compliance risk and cleanest separation between the regulated e-money business and the equity raise. No risk of upsetting customers or a regulator. Keeps the decision you already reasoned through.
Against: leaves your warmest, largest audience untouched. Puts more weight on the soft circle hitting 30% and on the Crowdcube crowd, with less of a safety net if registrations run slow.
If chosen: compensate by pushing the soft circle harder (aim above 30%), maximising webinar-driven registration, and leaning on the Visa announcement for reach.
Route A in detail · Include, compliance-gated
Place a compliant "register your interest in our raise" module in transactional and follow-up emails. Treat it like the landing page: a financial promotion that must be Crowdcube-approved and carry the risk warning. No share price, valuation or return figures anywhere in the email; the CTA drives to the /invest registration page, which drives to the approved Crowdcube pitch. Gate every send behind Graham's written sign-off, suppress any vulnerable or complaint segments, and keep the frequency light so it never reads as pressuring customers into a high-risk investment. Done this way, it becomes the single strongest registration channel you have. Note that choosing this reverses your 22 July decision, so confirm the founders are aligned.
Route B in detail · Customers out
The raise stays off the customer base entirely, as decided on 22 July. It runs on: a soft circle of named investors targeting 30%+ before launch, Crowdcube's investor community at the public phase, earned press led by the Visa announcement, and any certified paid activity. The trade-off is reach, so the model leans harder on the soft circle over-delivering and on webinar-to-registration conversion. This is the safest route and the one consistent with the reasoning you already worked through; the cost is leaving your warmest audience on the table.
Crowdcube tactics teardown
From studying live raises on the platform (the pitch pages themselves sit behind a logged-in, risk-certified investor wall, which is itself a useful signal about how tightly Crowdcube controls the financial promotion). Here is what the winning pages do, and how Travel FX should apply each.
| What live raises do | How Travel FX applies it |
|---|---|
| Open already funded. Top pages show 40–120%+ raised with hundreds of investors on day one. | The Early Access → public sequence exists precisely to open at ~30%+. Non-negotiable. |
| Investor count as social proof. "Raised from N investors" sits next to the amount. | Push investor count in every launch and milestone comm, not just the pound figure. |
| Tax relief displayed prominently (e.g. "EIS 30%") where eligible. | The raise is EIS eligible (30% relief). Feature it prominently, it lifts average cheque size. |
| "X days left" urgency and a visible progress bar. | Mirror the scarcity in owned comms, especially the closing 72 hours. |
| Weekly updates, tied to real milestones and news. | Commit to at least weekly updates through the three-week window; never a two-week gap. |
| Active discussion tab, founders answering publicly and fast. | Assign an owner to respond within hours. Public answers reassure watchers and lift visibility. |
| Institutional / brand validation ("invest at the same valuation as [named VC round]"). | The Visa partnership is your equivalent validation anchor. Lead with it. |
| Rewards / perks by investment tier. | Design a compliant perk ladder tied to the product (fee-free currency, better rates, early features). See Section 09. |
| Overfunding with a clear rationale once target is hit. | Prepare the overfunding narrative in advance so momentum does not stall at 100%. |
Platform context worth knowing: Crowdcube reports 2m+ investors, 1,600+ businesses funded and around £9m invested and ~4,800 new investors in a recent month. Legal wrap-up typically begins once a raise passes ~75% of target. Crowdcube handles the finprom approvals and nominee administration, which is why every asset we produce still has to pass their review.
On-platform pitch page checklist
Page content (Crowdcube-approved)
- Pitch narrative matching the Visa-signed-off deck exactly.
- Record-traffic proof with substantiable GSC/GA figures (August number).
- Visa partnership, using Visa-approved wording only.
- Team, product roadmap, and the "travel payments platform" positioning.
- Risk warning and all offer terms (only here, never in ads).
Perk ladder (design, then compliance-check)
- Entry tier: shareholder status + welcome.
- Mid tier: product perks (fee-free currency window, preferential rates).
- Higher tiers: early access to new features, founder updates, recognition.
- Keep perks product-linked and modest; they must not read as a financial inducement that distorts the promotion.
Updates schedule (pre-written)
- Launch day: "we're live", funded % + investor count.
- Weekly: milestone or news each week (50%, investor count, press hit, product).
- Closing: 72-hour, 24-hour urgency updates.
Discussion SLA
- Named owner monitoring the tab daily.
- Respond within hours, publicly, in Visa/finprom-safe language.
- Escalate anything touching offer terms to Graham/compliance before replying.
Compliance guardrails
One consolidated reference, carrying forward the decisions already made on this raise. Every deliverable is checked against this box before it ships.
- Everything investor-facing is a Section 21 financial promotion. Landing page, FAQs, website copy, emails and social all need to be compliant and, where required, Crowdcube-approved, with the risk warning.
- No offer terms outside the platform. No share price, valuation or return figures in ads, emails or social. External channels carry narrative and "register your interest" only; terms live on the Crowdcube page.
- Paid social is gated. Hold X, Reddit and Meta spend until written certification is in hand; the EMI authorisation may not qualify on its own. Any paid activity needs Graham's written sign-off.
- Visa wording. All Visa collaboration content uses Visa-approved wording only, and the partnership announcement clears Visa's own review before release.
- No purchased backlinks to the Crowdcube listing, and no paid/resale press placements. Budget goes to earned PR and the /invest page.
- Keep the raise and the SEO/link programme separate. The Adsy/guest-post programme continues, never at raise URLs.
- Substantiation. Any material claim in the pitch (including record traffic) must be evidenced with substantiable sources (GSC/GA, not Ahrefs estimates).
- Fee structure. Growth engagement is a flat project fee, not a percentage of funds raised, to avoid any unauthorised-arranging risk.
- Customer base. If Route A is chosen (Section 07), every customer-facing raise email is gated behind Graham + finprom sign-off. If Route B, no raise messaging reaches customers at all.
Targets & metrics
The committed floor is what we communicate externally; the stretch is internal. Agree with Graham which tier goes to the wider management team, so the number we say out loud is one we are confident of clearing.
| Metric | Committed floor | Stretch (internal) |
|---|---|---|
| Investor registrations of interest | 2,000+ | 3,000+ |
| Indicative investor interest (£) | £1M+ | £1.5M+ |
| Investors registered before launch | 500+ | 750+ |
| Investors at close | ~400 | 500+ |
| Average investment (cheque) | ~£1,250 | £1,890+ (platform avg) |
| Soft-committed before Early Access | 30% floor (£150k) | 40%+ (£200k+) |
| Funds raised at close | £500,000 (100%) | Overfunding |
Post-launch KPIs
- Cool-off drop-off rate (target: minimal cancellations after close).
- Shareholder onboarding completion and welcome-sequence engagement.
- Shareholder-advocate activation (referrals, reviews, product sign-ups from investors).
- Channel attribution: which channel produced each registration and each investment, captured for the next round.
Risks & roles
| Risk | Mitigation |
|---|---|
| Financial-promotion or landing-page sign-off overruns, delaying the 18 Aug media launch. | Track daily from now; agree target dates with Graham and Jason; nothing public goes live before sign-off. |
| Visa announcement review overruns beyond 12 Aug. | Submit this week without slip; the 4–6 day buffer before 18 Aug absorbs a short delay. |
| Soft circle falls short of 30%, so the public page opens weak. | Over-target the soft circle; VIP founder outreach; convert webinar attendees; if Route B, this risk is higher, so push harder. |
| Unapproved promotional content goes live. | No paid media or promotional spend without Graham's written sign-off, throughout including the live campaign. |
| Customer-email route chosen without founder alignment (Route A reverses the 22 July call). | Confirm the reversal explicitly with founders before any customer send; gate every send. |
| Momentum stalls mid-campaign. | Weekly milestone updates, active discussion tab, closing-surge plan pre-written. |
Roles
Lucy Reed — campaign lead, strategy, design, landing pages, email, project management.
Jason Reed — technical implementation, landing-page dev, tracking and analytics.
Joshi — landing-page build.
Graham Tennant — thought leadership, spokesperson, webinar presenter, investor comms, strategic sign-off. Owns all promotional sign-off.
Mark — marketing strategy, PR guidance, promotion. Paid activity requires Graham's sign-off.
Sebastian Reed — content creation, articles, distribution.
Travel FX · Crowdcube equity raise · Campaign plan v1.0 · 31 July 2026. Internal, for management review. All figures and dates carried from the confirmed campaign timeline and the Visa-signed-off deck. Targets to be agreed with Graham before external communication.