LAUNCHFrom Concept to Consumer

K A T H E R I N E H A G U E , S H O P L O C K E T

AYAH BDEIR OF

littleBits

DREW DOWNS

GelaskinsADAM SAGER

Canary

MARC BARROS

Moment

EMILY BROOKE

Blaze

MARK ARGO OF

Aesthetec Studio

KATE DRANE

Indiegogo

MAX TEMKIN

Cards Against Humanity

EDWARD TANG

AvegantCHRIS ANDERSON

3D Robotics

BEN KAUFMAN

Quirky

NICK EVANS

Tile

ZACH SUPALLA

Spark

JAMEY STEGMAIER

Stonemaier Games

LISA FETTERMAN

Nomiku

LAURIS LIBERTS

Startup VitaminsMAX BOGUE

3Doodler

CAMERON ROBERTSON

Lockitron

ARIEL GARTEN

InteraXon

STEPHEN LAKE

Thalmic

L A U N C H A C A D E M Y

W E S E E A L O T A C R O S S O U T P L A T F O R M

There’s a formula for crowdfunding launch success.

S E E D R S

To guarantee success, you need to hit 35% of your goal on day one.

GOG E T F U N D I N G

Campaigns with day to day marketing plans raise 180% more.

I N D I E G O GO

Campaigns that post 1-5 updates each week double their contributions.

I N D I E G O GO

62% of campaigns that reach their goal have repeat funders. 

GOG E T F U N D I N G

Campaigns with teams raise 38% more. 

There’s no playbook post launch. Or at least, it hasn’t

been written yet.

It can take 6 months to two years to match your first month of crowdfunding

sales post-launch.

I N T H I S T A L K

What NOT to start post launch

Navigating the world post launch

Where hardware launches & business builing is moving

What NOT to start post launch.

Before you launch, you need to know:

Pre-order price, retail price, and your margin

Understand shipping costs to consumers

P R I C I N G : D O N ’ T U N D E R P R I C E

"We added up our entire supply chain, from the very first raw materials supplier all the way to the consumers hands, and there’s 15 steps," Fawcett explains, summing up the hard work. "Fifteen different people who have to get paid, from the time we say 'build this’ to the time the consumer buys it."

JON FAWCETT[Fuse]Chicken

Know your BOM, include packaging shipping, everything. Don't get surprised later.

Know your factory

Build in a contingency, and then double that contingency.

M A N U F A C T U R I N G : L I N E I T U P

“I've been given a lot of advice but if I were to give advice to another entrepreneur I think it would be that the manufacturing process is always going to take longer than you thought.”

ARIEL GARTENInteraXon

M U S T D O :

G E T O N A P L A N E . G O T O T H E

V A L L E Y . G O T T O S H E N Z H E N .

Have enough to deliver on your promise to backers

You don't whether or not you can ship to depend on raising more money

Raise money on YOUR terms during or post launch

S E E D F U N D I N G : D O N ’ T R U N O U T A T T H E F I N I S H L I N E

Navigating the world post-launch.

L O G I S T I C S : G E T H E L P

A shipping party with all of your friends is not as fun as it sounds. Paying for help can be worth it, but plan for the extra

costs from the beginning.

BACKERKIT AMAZON FULFILMENT WEBGISTIX

SHIPWIRE FULFILLRITE WHIPLASH

Television Shopping Short-Term Sales Long-Term Marketplaces

S A L E S C H A N N E L S : B E S T R A T E G I C

TV sales is used by local companies like Clickfree and Surfeasy to great success!

Did you know that amazon scrapes the web and auto

matches the lowest price for your product? Don’t let other

online sellers give deep discounts!

Your Website

Retail

This is just the beginning.

M U S T R E A D :

A W E A R A B L E S S T A R T U P

P L A Y B O O K , T I M C H A N G

But we’re still at the early stages, what other industries can we learn from to predict where things are moving??

I think hardware has a lot to learn from the fashion

industry.

W H A T W E A L R E A D Y H A V E I N C O M M O N

M A N U F A C T U R I N G R E T A I L

T H E B U I L D I N G B L O C K S A N D

S U P P L Y C H A I N

W H A T J U S T E M E R G E D O N T H E H A R D W A R E S I D E ?

W H A T C O U L D B E N E X T ?

SEASONS BRAND/DESIGN vs. FUNCTION

“Its works” is not enoughWhat if “launch” really is the best way to generate sales?

What is companies launched products every season?

What sells this season won’t necessarily sell next season.

Shorter release cycles. Think about your next product, now.

Building product lines sooner.

Increasingly demanding consumers

Judged on the same criteria that we use buying

sunglasses.

“DESIGNER” Labels

Opportunities will be created to “break out” as a designer at

the consumer level.

Bergdorfs? Cover of Vogue?

Coveted retail locations, and publications will emerge.

Curated showcases within existing retail stores?

Sources for consumers to stay up to date with “seasonality”

will emerge.

Fashion week? Vaogue?

"I would say that even though it's in our name, we're not a lock company. We're much more about knowing who you are relative to the device. We see it as social hardware. "

CAMERON ROBERTSONLockitron

"The future we see for wearables is that they will become a lot more wearable."

MONISHALumoBodyTech

M U S T W A T C H :

S C A T T E R M Y A S H E S A T

B E R G D O R F S

Questions?

katherine@shoplocket.com