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Flow Hive Research Papers

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Flow Hive was founded by Cedar and Stuart Anderson in Australia. Their ingenious idea was to create a bee and environmentally friendly solution to harvesting honey. Through intense research and collaboration, Flow Hive was born. After Flow Hive was created, Stuart and Cedar decided to launch online campaigns to not only bring profit but to bring awareness to safe honey harvesting. The successful campaign of the first Flow Hive allowed for Flow Hive 2 to be created. Understanding why Flow Hive is an easy concept, but to understand how they maintain their success and use social media to help with their success is another area to be explored. To fully understand, the answer of “how do they leverage social media for their accomplishments?” must …show more content…

According to Genersch (2010),” Honey and other hive products are, at least economically and ecologically rather, by-products of beekeeping”. The Flow Hive 2, which is the second-generation Flow Hive, was created by Cedar and Stuart Anderson in Byron Bay, Australia (Indiegogo website). The Andersons promote the different Flow Hives on Facebook, Twitter, Instagram, Pinterest, and YouTube. According to the Flow Hive 2 Indiegogo website, the Andersons began crowdfunding in February of 2015. Even though the Flow Hive and Flow Hive 2 are produced in Australia, both beehives can be purchased on the Flow website or on the Indiegogo crowdfunding website. Beekeeping revolves around a community and the Andersons have created a community with other users of the …show more content…

When it came to the first Flow Hive they were extremely open about their funding goal of 70k USD but with the funding campaign for the second Flow Hive they did not have to set a goal because it “was for preorders and did not require a goal to fulfill the preorders” (Kieran, personal communications, April 20, 2018). After doing research on the Flow Hive 2 when it comes to the site, they did not specifically build off of the original campaign but they talked about how it has helped them become who they are today and that they could not be where they are if it were not for Indiegogo. The Flow Hive 2 includes media aids such as videos, pictures, text, examples of how the new Flow Hive has been improved and even a diagram of what comes with the purchase of a Flow Hive 2. They do a good job at displaying the value proposition at the beginning of the page on their video. Also in the article “Success Drivers of Online Equity Crowdfunding Campaigns” the author states that “Market the campaign and make it visible on social media. Do not underestimate the importance of the existing customer base as potential investors” (Lukkarinen, Teich, Wallenius, 2016). This statement aids in supporting the ways Flow Hive’s thoughtful plan of their strong use in social media

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