????雖然紙板自行車(chē)看上去似乎不可能帶來(lái)非常舒適的駕乘體驗(yàn)，但低廉的材料價(jià)格是它難以匹及的優(yōu)勢(shì)所在,。艾爾米什透露稱(chēng),，每輛自行車(chē)的材料成本在9到12美元之間。正是這種低廉的生產(chǎn)成本讓紙板科技公司成為全美關(guān)注的焦點(diǎn),，但也導(dǎo)致該公司陷入最近這場(chǎng)困局,。

????紙板自行車(chē)運(yùn)動(dòng)把“眾籌”作為一種最新的籌資策略所具有的優(yōu)點(diǎn)和缺陷體現(xiàn)得淋漓盡致。通過(guò)這次籌資活動(dòng),，艾爾米什和加夫尼迅速地獲悉,，290美元的售價(jià)無(wú)法打動(dòng)消費(fèi)者，即便這種情況只是暫時(shí)的,。通過(guò)眾籌活動(dòng)為項(xiàng)目籌集資金能夠讓創(chuàng)造者在投資數(shù)千美元批量生產(chǎn)之前分析評(píng)估他們的定價(jià)策略,。當(dāng)然，公開(kāi)宣傳這種策略,，同時(shí)在產(chǎn)品投放市場(chǎng)前就從消費(fèi)者手中要錢(qián),，也會(huì)讓創(chuàng)造者成為批判對(duì)象。預(yù)期自行車(chē)售價(jià)20美元的消費(fèi)者群體可能覺(jué)得自己被出賣(mài)了,，或者對(duì)紙板科技公司按時(shí)交付產(chǎn)品的能力產(chǎn)生懷疑,。（美國(guó)的前期訂單顯示，紙板自行車(chē)的上市時(shí)間為2015年3月,。）

????這也是眾籌方式的反對(duì)者們過(guò)去一年討論的主題,。反對(duì)者指出，像電子智能手表Pebble Watch這類(lèi)眾籌活動(dòng)遭受的挫折充分證實(shí)了他們對(duì)這種籌資方式的質(zhì)疑,。在大眾融資平臺(tái)Kickstarter網(wǎng)站上發(fā)起的Pebble Watch眾籌活動(dòng)大受歡迎,，以至于這一創(chuàng)意幕后的創(chuàng)業(yè)者無(wú)法及時(shí)完成訂單，進(jìn)而引發(fā)了消費(fèi)者的憤怒情緒和潮水般的媒體批判,。通過(guò)降低紙板自行車(chē)的價(jià)格,，紙板科技公司希望在一切為時(shí)已晚之前改變目前的局面。鑒于200萬(wàn)美元的籌資目標(biāo)依然沒(méi)有完成,，艾爾米什和加夫尼正在把紙板自行車(chē)項(xiàng)目的命運(yùn)交到他們最有影響力的顧問(wèn),，也就是他們的顧客手中。（財(cái)富中文網(wǎng)）

????譯者：任文科

????And while it may not look very comfortable to ride, it's hard to beat the price of materials, which cost between $9-12 per bike, according to Elmish. It was this cheap cost of production that put Cardboard Technologies into the national spotlight, but also initiated the company's most recent struggles.

????The cardboard bike campaign represents the best and worst of the newest fundraising strategy known as crowdfunding. Thanks to their campaign, Elmish and Gafni learned quickly that a $290 version of the bike—even if only temporary—would not fly with consumers. Crowdfunding the project enabled the creators to analyze their pricing mistake before investing thousands of dollars into mass production. Of course, publicizing their strategy and taking money from consumers before their product hit the market opened them up to criticism. A consumer-base expecting a $20 product may feel betrayed, or skeptical that Cardboard Technologies will be able to deliver when the time comes. (For pre-orders from the United States, that means a delivery date in March of 2015.)

????This has been a major point of discussion for crowdfunding opponents over the past year, who have pointed to campaign stumbles like the Pebble Watch to explain their concern over the fundraising method. The Pebble Watch campaign (launched on Kickstarter) was so popular, that the entrepreneurs behind the idea were unable to fill orders in time, resulting in angry consumers and a critical media. By lowering the price of their product, Cardboard Technologies is hoping to change course before it's too late. With their $2 million funding goal still unfulfilled, Elmish and Gafni are leaving the fate of their bike project in the hands of their most influential advisors: their customers.