learn from the best
11 lessons learned from the most successful
hardware crowdfunding campaigns
Play-I Hexo+ Skully Pebble Lima
Coolest Cooler AvegantGiroptic Tile LIFX
featuring:
Narrative FlyklyPanono Onewheel Omate
#1. build
a strong community
before launching
A FEW MONTHS BEFORE
WE LAUNCHED OUR CAMPAIGN, WE STARTED TO
ACTIVELY BUILD OUR MAILING LIST OF PEOPLE
[…] AND GREW OUR AUD...
WE DID A STRONG PRE-CAMPAIGN BEFORE
LAUNCHING AND WE GATHERED IN TWO WEEKS
10 INTERNATIONAL ATHLETES AS AMBASSADORS
7,000 ...
“	
  
”	
  MARCUS WELLER
CEO and co-founder of Skully
TOTAL CROWDFUNDING : $2.4 MILLION
WE HAD ABOUT
150,000 PEOPLE
WHO SI...
meet your
customers and
test your product
before launching
#2.
YOU NEED TO PITCH THE PRODUCT
TO AT LEAST
100 PEOPLE BEFORE YOU KNOW
HOW PEOPLE WILL REACT TO IT. […]
THIS IS HOW YOU FIGU...
“	
  
”	
  
WE WALKED ON THE STREETS OF
BERLIN AND SHOWED OUR PANORAMAS
AND WHAT THE CAMERA SHOULD LOOK
LIKE TO RANDOM PEO...
#3. 
meet
journalists and bloggers
before launching
WE HAD A BIG EFFORT TO REACH MEDIA, BECAUSE
THE REAL THING THAT MAKES A
KICKSTARTER PROJECT EXPLODE
IS HOW YOU DRIVE TRAFF...
WE LEAKED INFO A MONTH
BEFORE THE CAMPAIGN STARTED.
WE DID NOT KNOW ANYONE IN THE
PRESS SECTOR SO WE TRIED TO FIND
JOURNAL...
#4. 
fine-tune your
crowdfunding page
WE DID 19 VERSIONS
OF THE KICKSTARTER
PAGE AND 21 VERSIONS
OF THE VIDEO
SCENARIO.
“	
  
”	
  SEVERIN MARCOMBES
CEO & co-fo...
#5. 
continually produce
content to maintain
momentum
A CROWDFUNDING
CAMPAIGN IS A MARATHON;
YOU NEED TO HAVE
SOMETHING TO TELL EVERY
DAY DURING 45 DAYS. 
“	
  
”	
  RICHARD OL...
#6. 
have
a working++ prototype
before launching
YOU NEED TO HAVE A
WORKING PROTOTYPE. YOU
NEED TO BE 100 PERCENT
POSITIVE THAT YOU CAN
BUILD THE PROJECT.
“	
  
”	
  NICK ...
#7. 
have
the (almost) final design
of the product
before launching
I LEARNED THAT KICKSTARTER AND
CROWDFUNDING IS A VISUAL MEDIUM.
PEOPLE WANT TO SEE WHAT
THEY ARE GETTING
AND WE WEREN'T TH...
#8. 
know how to manufacture
your product
before launching
MANUFACTURING IS A HUGE
CHALLENGE
FOR ALMOST EVERY KICKSTARTER PROJECT.
WE KNEW THAT WAS GOING TO BE A
CHALLENGE, AND WE H...
#9. 
take timing into account
ONE OF THE BIG FACTORS WAS THAT
PEOPLE ARE MUCH MORE
LIKELY TO CONNECT WITH
THE IDEA FOR A COOLER
WHEN IT’S HOT OUTSIDE,
R...
#10. 
have a strong, organized
team to handle the campaign
WE PULLED IN
A FULL TIME SOCIAL MEDIA
PERSON AND A PR PERSON TO RUN
THE CAMPAIGNBECAUSE JUST POSTING ON
KICKSTARTER DOESN’...
“	
  
”	
  
THE BIGGEST MISTAKE WE MADE ALONG THE WAY WAS
UNDERESTIMATING TIME AND ENERGY
REQUIRED TO ANSWER THE HUNDREDS ...
#11. 
take time to prepare your
campaign
“
”	
  
WE HAD TO DEVELOP THE PROTOTYPE – IT
TOOK US ALMOST A YEAR AND A HALF.
ONCE IT WAS DONE, WE STARTED PREPARING
FOR ...
want to learn more ?
register for our online course
follow @hardware_club
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Learn from the Best - Hardware Crowdfunding

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Many people come to us seeking advice on how to succeed in their crowdfunding campaigns.

At the Hardware Club, we believe it would make more sense for you guys to hear the answers directly from those who have been there and success

Here are 11 lessons learned from some of the most successful hardware crowfunding campaigns featuring Play-I, Hexo+, Skully, Pebble, Lima, Giroptic, Tile, Coolest Cooler, LIFX, Avegant, Panono, Onewheel, Narrative, Omate and Flykly.

This presentation is an introduction to the Hardware Club 1st online course : #HACKTHECROWD to be launched soon

More : www.hardwareclubschool.com

Learn from the Best - Hardware Crowdfunding

  1. learn from the best 11 lessons learned from the most successful hardware crowdfunding campaigns
  2. Play-I Hexo+ Skully Pebble Lima Coolest Cooler AvegantGiroptic Tile LIFX featuring: Narrative FlyklyPanono Onewheel Omate
  3. #1. build a strong community before launching
  4. A FEW MONTHS BEFORE WE LAUNCHED OUR CAMPAIGN, WE STARTED TO ACTIVELY BUILD OUR MAILING LIST OF PEOPLE […] AND GREW OUR AUDIENCE TO A FEW THOUSAND PEOPLE. “   ”  VIKAS GUPTA CEO & co-founder of Wonder Workshop (Play-i) TOTAL CROWDFUNDING : $1.4 MILLION
  5. WE DID A STRONG PRE-CAMPAIGN BEFORE LAUNCHING AND WE GATHERED IN TWO WEEKS 10 INTERNATIONAL ATHLETES AS AMBASSADORS 7,000 SIGN-UP EMAILS 4,200 FACEBOOK LIKES 2,300 TWITTER FOLLOWERS 400 BLOG POSTS “   ”  CHRISTOPHE BAILLON Co-founder of Hexo+ TOTAL CROWDFUNDING : $1.3 MILLION
  6. “   ”  MARCUS WELLER CEO and co-founder of Skully TOTAL CROWDFUNDING : $2.4 MILLION WE HAD ABOUT 150,000 PEOPLE WHO SIGNED UP AS BETA TESTERS PRIOR TO OUR INDIEGOGO CAMPAIGN.
  7. meet your customers and test your product before launching #2.
  8. YOU NEED TO PITCH THE PRODUCT TO AT LEAST 100 PEOPLE BEFORE YOU KNOW HOW PEOPLE WILL REACT TO IT. […] THIS IS HOW YOU FIGURE OUT WHAT THE RIGHT MESSAGE IS. MARTIN KÄLLSTRÖM CEO & founder of Narrative TOTAL CROWDFUNDING: $550K “   ”  
  9. “   ”   WE WALKED ON THE STREETS OF BERLIN AND SHOWED OUR PANORAMAS AND WHAT THE CAMERA SHOULD LOOK LIKE TO RANDOM PEOPLE. WE WANTED TO SEE IF THEY WERE WILLING TO SUPPORT THE IDEA . WE DID A SURVEY AND WE ASKED AROUND 400 PEOPLE. BJÖRN BOLLENSDORF CEO & co-founder of PANONO TOTAL CROWDFUNDING : $1.2 MILLION
  10. #3. meet journalists and bloggers before launching
  11. WE HAD A BIG EFFORT TO REACH MEDIA, BECAUSE THE REAL THING THAT MAKES A KICKSTARTER PROJECT EXPLODE IS HOW YOU DRIVE TRAFFIC TO YOUR KICKSTARTER PAGE. […] WE HAD A LIST OF 60 TO 70 BLOGGERS WE APPROACHED. ERIC MIGICOVSKY CEO & founder of Pebble TOTAL CROWDFUNDING : $10.3 MILLION “   ”  
  12. WE LEAKED INFO A MONTH BEFORE THE CAMPAIGN STARTED. WE DID NOT KNOW ANYONE IN THE PRESS SECTOR SO WE TRIED TO FIND JOURNALISTS ON TWITTER. LAURENT LE PEN CEO & founder of Omate TOTAL CROWDFUNDING: $1.0 MILLION “   ”  
  13. #4. fine-tune your crowdfunding page
  14. WE DID 19 VERSIONS OF THE KICKSTARTER PAGE AND 21 VERSIONS OF THE VIDEO SCENARIO. “   ”  SEVERIN MARCOMBES CEO & co-founder of Lima TOTAL CROWDFUNDING : $1.2 MILLION
  15. #5. continually produce content to maintain momentum
  16. A CROWDFUNDING CAMPAIGN IS A MARATHON; YOU NEED TO HAVE SOMETHING TO TELL EVERY DAY DURING 45 DAYS.  “   ”  RICHARD OLLIER CEO & co-founder of Giroptic TOTAL CROWDFUNDING : $1.4 MILLION
  17. #6. have a working++ prototype before launching
  18. YOU NEED TO HAVE A WORKING PROTOTYPE. YOU NEED TO BE 100 PERCENT POSITIVE THAT YOU CAN BUILD THE PROJECT. “   ”  NICK EVANS CEO & co-founder of Tile TOTAL CROWDFUNDING : $2.6 MILLION
  19. #7. have the (almost) final design of the product before launching
  20. I LEARNED THAT KICKSTARTER AND CROWDFUNDING IS A VISUAL MEDIUM. PEOPLE WANT TO SEE WHAT THEY ARE GETTING AND WE WEREN'T THERE THE FIRST TIME. I TOOK THE DESIGN TO THE STAGE YOU SEE IT AT NOW.  “   ”  RYAN GREPPER CEO & founder of Coolest Cooler TOTAL CROWDFUNDING : $13.3 MILLION
  21. #8. know how to manufacture your product before launching
  22. MANUFACTURING IS A HUGE CHALLENGE FOR ALMOST EVERY KICKSTARTER PROJECT. WE KNEW THAT WAS GOING TO BE A CHALLENGE, AND WE HAD ALREADY LINED UP A LOT OF WHAT WE THINK WE NEEDED TO DO FOR MANUFACTURING BEFORE KICKSTARTER. “ ”  EDWARD TANG CEO & co-founder of Avegant (Glyph) TOTAL CROWDFUNDING : $1.5 MILLION
  23. #9. take timing into account
  24. ONE OF THE BIG FACTORS WAS THAT PEOPLE ARE MUCH MORE LIKELY TO CONNECT WITH THE IDEA FOR A COOLER WHEN IT’S HOT OUTSIDE, RATHER THAN DURING ONE OF THE COLDEST MONTHS OF THE YEAR. “   ”  RYAN GREPPER CEO & founder of Coolest Cooler TOTAL CROWDFUNDING : $13.3 MILLION
  25. #10. have a strong, organized team to handle the campaign
  26. WE PULLED IN A FULL TIME SOCIAL MEDIA PERSON AND A PR PERSON TO RUN THE CAMPAIGNBECAUSE JUST POSTING ON KICKSTARTER DOESN’T ACCOMPLISH ANYTHING. YOU HAVE TO BRING YOUR OWN AUDIENCE, YOUR OWN TRAFFIC. KYLE DOERKSEN CEO & founder of OneWheel TOTAL CROWDFUNDING: $630K “   ”  
  27. “   ”   THE BIGGEST MISTAKE WE MADE ALONG THE WAY WAS UNDERESTIMATING TIME AND ENERGY REQUIRED TO ANSWER THE HUNDREDS OF KICKSTARTER PRIVATE MESSAGES, AS WELL AS THE TIME TO TALK TO PRESS AND BLOGGERS. IF I DID IT ALL OVER AGAIN I WOULD SET UP A MORE STRUCTURED APPROACH TO MANAGE INBOUND QUESTIONS. PHIL BOSUA CEO & founder of LIFX TOTAL CROWDFUNDING : $1.3 MILLION
  28. #11. take time to prepare your campaign
  29. “ ”   WE HAD TO DEVELOP THE PROTOTYPE – IT TOOK US ALMOST A YEAR AND A HALF. ONCE IT WAS DONE, WE STARTED PREPARING FOR THE CAMPAIGN AND IT TOOK US AROUND 2 MONTHS TO PREPARE ALL THE MATERIAL – THE VIDEO, TEXTS, REWARDS, ETC. NIKO KLANSEK CEO & founder of FLYKLY TOTAL CROWDFUNDING : $701K
  30. want to learn more ? register for our online course
  31. follow @hardware_club

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