crowdfounding: launching a successful campaign · 2019-06-26 · an adaptation of the award winning...
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Crowdfounding: Launching a
Successful Campaign
Kickstarter Success Story
3 www.myheatworks.com
OUTLINE
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WHY KICKSTARTER?
• Test Assumptions • Gain Data • Do this at an off time of year
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SETTING UP THE CAMPAIGN
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SETTING UP THE CAMPAIGN
• Decided to go visual • Hit all value propositions
instead of focusing on one
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SETTING UP THE CAMPAIGN
Our Video
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SETTING UP THE CAMPAIGN
Value propositions represented graphically
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CAMPAIGN LAUNCH
Jan 2 30K raised
Jan 8 KS staff picks
Jan 9 Exceed 125K goal
Feb 6 Gizmodo article
Feb 16 Campaign closes at 436K
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LESSONS LEARNED
1. Constant engagement with backers is a must. Your
campaign may need to be changed based on their
feedback.
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LESSONS LEARNED
2. Media buzz outside of KS is important
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LESSONS LEARNED
3. Manage backers properly once the campaign ends
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Capital To raise at least enough to meet our product’s MOQ!Marketing To reach a larger audience for our brand new company!
We’ve had 4 successful Kickstarters!and learned a lot along the way… !
Set a reasonable goal; create limited “Early Birds” to get you there!
BEFORE
Campaign ended June 2013. Estimated pledge delivery was Feb 2014.. Still no Buccaneer L
BEFORE
Your mindset = Under promise and over deliver!
DURING
Keep it simple! Clear pledges and a tidy campaign page!
DURING
Plan Updates to keep people engaged and build credibility!
AFTER
Add a prominent redirect to your website!
AFTER
It’s not over! Keep Backers informed of the manufacturing progress!
Cost of Goods for Minimum Order Quantity = Break Even !(Break Even) x 1.2* = Goal Amount = Early-Bird(s) Amount Total*1.2 - Why the 1.2? You're going to need to pad your goal amount to help account for unknown expenses or delays. Did you include fulfillment costs?... !!Example:If your Break Even = $10,000!Then your Goal Amount = $12,000!and your Early-Birds Total = $12,000!!An irresistible 50% OFF retail price for your widget is $24, and you need to sell 500 at that price to hit your goal – 500 x $24 = $12,000 – so limit your number of Early-Bird Rewards to 500; or break it down between an irresistible Early-Bird Reward Level, and introduce a second Early-Bird Reward that's still a great deal. You get the idea. The Early-Birds help you get your worm! !!Your remaining Reward levels should be closer to your price at retail so it's a good test of your expected retail price.
10/23/2014 ID - The life and trials of Willy Grunch by MOONDOG Animation — Kickstarter
https://www.kickstarter.com/projects/518213741/id-the-life-and-trials-of-willy-grunch 1/7
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An adaptation of the award winning series of comics from creator AlainAuderset, ID is a satirical look at the human condition.
It’s time for the $100,000+ campaign!!
See full bio Contact me
824backers
$117,534pledged of $99,999 goal
0seconds to go
Project by
MOONDOG AnimationCharlotte, NC
First created · 3 backed
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� MoonDog-animation.com
Funded! This project was successfully funded on April 28, 2012.
Discover StartKICKSTARTER ▾
▻Show Home Updates 36 Backers 824 Comments 100 Charlotte, NC Animation
ID - The life and trials of Willy Grunchby MOONDOG Animation
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39 backers
We want everyone to join in the fun,so for every KID that signs up withhis/her own money we will give aspecial shout out to you in a youtubevideo. You'll also get some cool picsfor the computer in our digitaldownload package. This is yourchance to learn the value of giving.Thanks for the help.
Estimated delivery: Jun 2012
Backer report
Survey sent: 3/20/2013 · 10 responses
10/23/2014 ID - The life and trials of Willy Grunch by MOONDOG Animation » Dashboard — Kickstarter
https://www.kickstarter.com/projects/518213741/id-the-life-and-trials-of-willy-grunch/dashboard 1/5
ID - The life and trials of Willy Grunch
� Launched 03/29/2012⏲ Deadline 04/28/2012
$117,534
pledged 117%
funded 824
backers 0
seconds to go
Amazon Payments account
Check your balance or remove funds by visiting: https://payments.amazon.com/sdui/sdui/overview
Need to contact Amazon? Reference your token:
Remember, there's a 14-day window for collecting andprocessing pledges. After that, you can transfer fundsfrom your Amazon account to your bank account.
via Kickstarter: 15%
Pledged via Kickstarter
$17,074
Pledged via external referrers
$100,460
Average pledge amount
Referrers
Project activity
Funding progress
HIIHX75XGF5TZEV9H2NK4MVSVBVMLAQZDVCGFK9MDS62FVV65BI8KQFRMJI5Q2TP
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Mar 28 Mar 31 Apr 03 Apr 06 Apr 09 Apr 12 Apr 15 Apr 18 Apr 21 Apr 24 Apr 27$0
$25,000
$50,000
$75,000
$100,000
$125,000
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10/23/2014 ID - The life and trials of Willy Grunch by MOONDOG Animation » Dashboard — Kickstarter
https://www.kickstarter.com/projects/518213741/id-the-life-and-trials-of-willy-grunch/dashboard 2/5
via External: 85%
$142
Referrer Type # of Pledges % of Pledged Pledged
Direct traffic (no referrer information) External 353 40.39% $47,468
moondog-animation.com External 174 20.62% $24,235.56
Facebook External 154 13.40% $15,746
Search Kickstarter 67 14.22% $16,719
mail.live.com External 16 2.64% $3,102
mail.yahoo.com External 8 2.00% $2,350
youtube.com External 7 1.01% $1,186
rjb.ch External 4 0.39% $455
google.fr External 4 0.28% $328
Animation (Discover) Kickstarter 3 0.05% $60
Kickstarter user profiles Kickstarter 3 0.11% $130
linkedin.com External 2 0.11% $130
moondog-animation.tumblr.com External 2 0.17% $200
Charlotte, NC (Discover) Kickstarter 2 0.07% $85
google.ch External 2 0.43% $510
Twitter External 2 0.06% $75
webmail1e.orange.fr External 1 0.21% $250
zimbra.free.fr External 1 0.13% $150
messagerie-11.sfr.fr External 1 0.21% $250
fr.search.yahoo.com External 1 0.43% $500
webmail1j.orange.fr External 1 0.01% $15
google.se External 1 0.01% $15
webmail.cfl.rr.com External 1 1.28% $1,500
mail.laposte.net External 1 0.03% $30
preszhb.bluewin.ch External 1 0.09% $100