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The Competitive Moat in Crowdfunding = Owning the Community
November 4, 2022
If you’re trying to build something (a company, a product, a service) and not simultaneously building a community, then the future is likely dim. Customer acquisition costs have never been higher due to App Tracking Transparency (that’s a whole other post - explainer here) alongside increasing competition because it's never been easier to start a business in a world of AWS, 3PLs, Shopify, open AI models, and other software tools that are essentially a business in a box.
This is why community matters. Community by its nature is a group of like-minded individuals coming together, and this ultimately can equate to built-in distribution. And I cannot stress this enough: distribution is the best and biggest competitive moat. In some sense, distribution is all that matters; you could have the best product/service in the world, but without a distribution moat you’ll be left high and dry.
A great example of this is in the newspaper business – once upon a time the printing presses and physical distribution systems created massive barriers to entry because that infrastructure was expensive to build. Newspapers raked in cash.
Then, the internet came along. The digital nature of the internet drops distribution costs to pretty much zero when all you have to do is hit “send.” It’s no coincidence that the downfall of newspapers (specifically their advertising model) coincided with the rise of platforms like Meta, Google, and Twitter.
This distribution dynamic is shifting yet again. The rising tide of the internet and the social media platforms mentioned above (and now TikTok!) have allowed people (even anonymous ones) to grow massive followings. And now we see these communities being monetized.
And this new type of distribution is of a different breed. A relationship with a community now has the potential to be very personal. This 1-1 relationship is something every brand dreams of.
As a result, power is shifting to the influencers and creators. Why? Because they own the community.
Kim Kardashian just launched a PE fund with the power to bestow the eyeballs of her following onto any brand she touches. YouTube star MrBeast recently launched MrBeast Burger, which now delivers to 1k+ areas in the US, Canada, and the UK. The list goes on.
Community is king, and clearly, cash can follow. That’s why the best companies we’ve raised capital for are taking this “community-first” approach. It’s how DealMaker Reach has helped raise over $70M for Miso Robotics.
"DealMaker gave us a really great opportunity to market and advertise and engage with our community and potential investors. We received a white-label solution that just worked seamlessly for our needs." Ben Liebling Director, Wavemaker Labs
The company’s first Community Round was in 2020, and Miso’s community continues to invest as the company matures. Miso’s direct relationship with its investors and community allows them to announce exciting updates like partnerships with Chipotle, Jack in the Box, and White Castle directly to its audience, allowing them to invest in the company’s growth.
So when considering how you want to raise capital to build not only your business but also your brand, the key competitive difference for successful brands is to focus on building an investor community.
Join us on Nov 17th as DealMaker Reach President, Jonathan Stidd, will speak about the importance of building (and owning) your investor community and how they can be instrumental in the entire lifecycle of a startup. Register today!
Jonathan Stidd
President, DealMaker Reach
With an unmatched entrepreneurial spirit Jonathan Stidd has spent the last 10 years helping founders live their dreams. Beginning his career in management consulting, Jon soon found his passions took him down the path of entrepreneurship to launch his own connected device company and mentor other founders through programs like General Assembly. Throughout his journey Jon was drawn to digital marketing as it was the nexus of his interests across growth strategy, startups, and innovation. In 2017, he co-founded Ridge Growth Agency which quickly became the leading digital marketing agency for equity crowdfunding - helping their clients raise a collective $350mm+. Jon continues to help founders raise capital as he serves as President, DealMaker Reach after Ridge Growth was acquired by leading capital raise platform DealMaker.
When VCs said no, Monogram turned to retail investors. That decision powered their rise from startup to publicly traded company—and even helped them raise an additional $13M privately after their Nasdaq debut.
The Challenge: Raising Capital on Their Terms
The Challenge: Raising on Their Terms
Monogram Technologies was founded with a bold vision: to revolutionize orthopedic surgery with a robotic joint replacement system using custom 3D-printed joints. The market for this technology is massive—approximately $19.6 billion, with over 1 million knee replacements per year. But it's a capital-intensive, regulation-heavy space—and traditional VCs weren't biting.
Instead of compromising, co-founders Dr. Doug Unis and Ben Sexson went all-in on a different path: retail capital. Why?
- Control and ownership: Not only were they able to raise the capital they needed to grow the business—they did it on their own terms.
- Long-term asset: They wanted to build an army of true believers who wanted to see the company succeed and would continue to reinvest over the years.
- A value-add network: Raising from retail allowed Monogram to amass a waiting list of thousands of patients eager to participate in future trials.
- Aligned incentives: Their mission to improve patient outcomes and build a better future for those struggling with joint pain resonated with retail investors.
The Power of Retail: Monogram's Capital Journey
| Start Date | End Date | Type | Platform | Amount Raised | # Investors |
|---|---|---|---|---|---|
| 3/13/19 | 3/31/20 | A+ | SeedInvest | $14,588,668 | 6,000 |
| 11/16/20 | 1/16/21 | A+ | StartEngine | $2,965,501 | 8,000 |
| 1/17/21 | 2/18/22 | A+ | StartEngine | $23,647,853 | 14,082 |
| 7/15/22 | 3/16/23 | CF | DealMaker | $4,673,000 | 2,249 |
| 3/1/23 | 4/8/23 | A+ | Republic | $232,275 | 120 |
| 3/1/23 | 5/23/23 | A+ | DealMaker | $15,958,364 | 5,198 |
| 5/18/23 | - | Nasdaq listing | |||
| 7/24 | 10/24 | Unit Offering | DealMaker | $12,990,103 | 2,745 |
Monogram Capital Raise Timeline
Monogram's first direct-to-investor raise was a $14.6M round in 2019. Since then, Monogram has raised retail capital six additional times, using Reg A+ as a springboard to a Nasdaq listing in 2023.
Each raise brought in new believers—and more importantly, kept bringing them back. That's the long-term power of retail capital. It's not just one campaign—it's a compounding asset that grows with the business.
$80M+
Raised across seven campaigns
~40,000
Investors championing Monogram's vision
20%
Of each raise came from previous investors
Marketing Excellence
DealMaker Reach provided strategic investor acquisition services, helping Monogram connect with the right audience through high-impact channels.
Premium Publications
Targeted campaigns in premium publications like Morning Brew captured qualified investors
High-Engagement Webinars
Engaging events that generated over $4.3 million in investments
Community Building
Strategic approaches that fostered a loyal shareholder base
Investment Momentum
Innovative approaches that amplified investment momentum
Monogram's Journey to Success
Monogram's journey has been defined by relentless innovation, strategic fundraising, and breakthrough advancements in robotic-assisted joint replacement. From early-stage research to a Nasdaq listing and beyond, Monogram's milestones reflect its evolution into a pioneering force in orthopedic surgery:
- Filed its first patent application in 2017
- Conducted clinical studies at UCLA and University of Nebraska
- Expanded the team with key hires
- Attracted a top-tier advisory board to guide clinical innovations
- Signed their first distribution partnerships
- Made headlines with cutting-edge live demonstrations
- Secured 501(k) FDA clearance for the mBôs surgical system
Nasdaq Debut & Beyond
In May 2023, Monogram Orthopaedics successfully listed on the Nasdaq—a significant milestone offering liquidity and growth opportunities for the company.
For most companies, that would be the end of their story in the private markets. But for Monogram, it was just the beginning of a new chapter.
Public perception says you can't raise privately post-IPO. Monogram proved that wrong.
Defying conventional fundraising norms, Monogram raised an additional $13 million from private investors, powered by DealMaker. This move highlighted the power of a dedicated investor community and provided additional strategic growth capital. Meanwhile, strategic digital marketing for the private offering helped boost the public share price—a win-win for the company and its investors, both public and private.
This was retail capital at its best: strategic, repeatable, and aligned.
One vision. Zero compromises.
This wasn't a one-time raise. It was a multi-year capital strategy.
Retail capital helped Monogram:
- Go from concept to commercialization without relying on VCs
- Retain ownership and control in a high-burn industry
- Build a base of loyal shareholders who invested not once, but over and over again
- Uplist to the Nasdaq, and still keep raising post-IPO
This is what makes retail capital different. It doesn't expire—it compounds. And DealMaker is built to maximize that long-term value.
Ready to Raise Capital on Your Terms?
Whether you're pre-revenue or post-IPO, DealMaker gives you the infrastructure, support, and strategy to raise from the people who believe in you most.
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