Crowdfounding: Launching a Successful Campaign
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Kickstarter Success Story
OUTLINE
www.myheatworks.com
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WHY KICKSTARTER?
• Test Assumptions • Gain Data • Do this at an off time of year
www.myheatworks.com
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SETTING UP THE CAMPAIGN
www.myheatworks.com
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SETTING UP THE CAMPAIGN
• Decided to go visual • Hit all value propositions instead of focusing on one
www.myheatworks.com
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SETTING UP THE CAMPAIGN
Our Video
www.myheatworks.com
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SETTING UP THE CAMPAIGN
Value propositions represented graphically
www.myheatworks.com
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CAMPAIGN LAUNCH Feb 16 Campaign closes at 436K
Feb 6 Gizmodo article
Jan 2 30K raised
www.myheatworks.com
Jan 8 KS staff picks
Jan 9 Exceed 125K goal
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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.
www.myheatworks.com
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LESSONS LEARNED
2. Media buzz outside of KS is important
www.myheatworks.com
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LESSONS LEARNED
3. Manage backers properly once the campaign ends
www.myheatworks.com
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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… !
BEFORE Set a reasonable goal; create limited “Early Birds” to get you there!
BEFORE Your mindset = Under promise and over deliver!
Campaign ended June 2013. Estimated pledge delivery was Feb 2014.. Still no Buccaneer L
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
KICKSTARTER
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ID - The life and trials of Willy Grunch by MOONDOG Animation
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824
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Charlotte, NC
100
Animation
Funded! This project was successfully funded on April 28, 2012.
824 backers
$117,534 pledged of $99,999 goal
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Project by
MOONDOG Animation Charlotte, NC
First created · 3 backed Has not connected Facebook
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MoonDog-animation.com
An adaptation of the award winning series of comics from creator Alain Auderset, ID is a satirical look at the human condition.
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Contact me
Pledge $1 or more 39 backers
We want everyone to join in the fun, so for every KID that signs up with his/her own money we will give a special shout out to you in a youtube video. You'll also get some cool pics for the computer in our digital download package. This is your chance to learn the value of giving. Thanks for the help. Estimated delivery: Jun 2012
Backer report
It’s time for the $100,000+ campaign!! https://www.kickstarter.com/projects/518213741/id-the-life-and-trials-of-willy-grunch
Survey sent: 3/20/2013 · 10 responses
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10/23/2014
ID - The life and trials of Willy Grunch by MOONDOG Animation » Dashboard — Kickstarter
KICKSTARTER
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ID - The life and trials of Willy Grunch
Amazon Payments account
Launched 03/29/2012
Check your balance or remove funds by visiting: https://payments.amazon.com/sdui/sdui/overview
⏲ Deadline 04/28/2012
Need to contact Amazon? Reference your token: Copy HIIHX75XGF5TZEV9H2NK4MVSVBVMLAQZDVCGFK9MDS62FVV65BI8KQFRMJI5Q2TP
$117,534
117%
824
0
pledged
funded
backers
seconds to go
Remember, there's a 14-day window for collecting and processing pledges. After that, you can transfer funds from your Amazon account to your bank account.
Funding progress
$125,000
125%
$100,000
100%
$75,000
75%
$50,000
50%
$25,000
25%
$0 Mar 28
Mar 31
Apr 03
Apr 06
Apr 09
Apr 12
Apr 15
Apr 18
Apr 21
Apr 24
Apr 27
0%
Referrers
Pledged via Kickstarter
$17,074 Pledged via external referrers
$100,460 Average pledge amount via Kickstarter: 15%
https://www.kickstarter.com/projects/518213741/id-the-life-and-trials-of-willy-grunch/dashboard
1/5
10/23/2014
ID - The life and trials of Willy Grunch by MOONDOG Animation » Dashboard — Kickstarter
$142
via External: 85%
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
https://www.kickstarter.com/projects/518213741/id-the-life-and-trials-of-willy-grunch/dashboard
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