Crowdfunding v začínajících startupech

This thesis focuses on the identification of factors influencing the success of crowdfunding campaigns on the Kickstarter platform, with a special emphasis on technology projects. The main objective is to analyze which elements contribute to the achievement of the campaign's financial goals and which factors lead to failure. Fifty campaigns were analysed through a case study, with the evaluation based on four key criteria: novelty, commonalities, threats and opportunities. The results show that successful campaigns effectively communicate innovation, opportunities and benefits to customers. Conversely, unsuccessful campaigns often fail to highlight unique product features and do not gain sufficient community support. The paper concludes with practical recommendations for crowdfunding campaign founders in terms of developing a marketing strategy, communication, and building relationships with backers.