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questions to ask 
yourself before 
crowdfunding 5
alexis 
HOUSSOU 
@a_houssou
#1. 
why?
crowdfunding preorders 
preorders vc funding 
preorders product launch 
validate product market fit 
validate pricing 
build a community 
finance 1st batch 
preorders
#2. 
are you ready to 
launch?
3 first days 
= 28% total funding 
average among $500k + funded projects.
ready to launch means… 
pre-campaign formula 
= 
OK
pre-campaign formula: 
email sign-ups 
average pledge 
conversion rate 
≥ 
funding goal 
× 
×
ex: 
target = $500,000 
1st 3 days = $150,000 
5,000 email sign-ups 
day 1 = goal = $50,000 10% conversion rate 
$100 average pledge 500 backers on day 1
ex: 
5,000 emails 
$100 pledge 
10% conversion 
$50,000 
goal ≥ 
× 
×
#3. 
manufacturable 
prototype?
average shipping delay 
= 7 months 
4% 
44% 
31% 
20% 
on time 1-5 
months 
6-10 
months 
11-20 
months 
breakdown of $500k+ funded & shipped projects per shipping delay.
4 months. 
average expected time 
between kickstarter and shipping
10+ months. 
average actual time 
between kickstarter and shipping
manufacturable ≠ working prototype
manufacturable 
= 
factory validated 
= 
precise bill of materials 
(=) 
(you know your costs)
#4. 
which 
platform?
kickstarter indiegogo 
✚ 
- 
7M+ organic community 
best media coverage 
Kickstarter brand stamp 
US-based company needed 
hard to get data 
flexibility 
easy to get data 
no US-based company needed 
less audience 
less prestige 
many #BS# projects 
vs
tips to decide: 
is indiegogo’s flexible plan for you ? 
can you easily set up a company in the US? 
what is the real goal of your crowdfunding campaign?
kickstarter selfstarter 
7M+ organic community 
easy media coverage 
Kickstarter brand stamp 
traffic => kickstarter page 
KS community ≠ your community 
Post-kickstarter “valley of death” 
cut middlemen fees 
traffic => own website 
optimize paid visits 
hard without seed funding 
strong PR resources needed 
no leverage on existing 
community 
vs 
✚ 
-
tips to decide: 
are your target customers on kickstarter? 
can you raise funding before launching a campaign? 
what product development stage are you at?
#5. 
what if 
you fail?
december 2013 august 2014
brought to you by 
follow @elephantsandv 
follow @hardware_club 
x

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5 questions to ask yourself before crowdfunding