1

Crowdfounding: Launching a

Successful Campaign

Kickstarter Success Story

3 www.myheatworks.com

OUTLINE

www.myheatworks.com 4

WHY KICKSTARTER?

•  Test Assumptions •  Gain Data •  Do this at an off time of year

www.myheatworks.com 5

SETTING UP THE CAMPAIGN

www.myheatworks.com 6

SETTING UP THE CAMPAIGN

•  Decided to go visual •  Hit all value propositions

instead of focusing on one

www.myheatworks.com 7

SETTING UP THE CAMPAIGN

Our Video

www.myheatworks.com 8

SETTING UP THE CAMPAIGN

Value propositions represented graphically

www.myheatworks.com 9

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

www.myheatworks.com 10

LESSONS LEARNED

1. Constant engagement with backers is a must. Your

campaign may need to be changed based on their

feedback.

www.myheatworks.com 11

LESSONS LEARNED

2. Media buzz outside of KS is important

www.myheatworks.com 12

LESSONS LEARNED

3. Manage backers properly once the campaign ends

www.myheatworks.com

13

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

Share Tweet ◅ ▻ Embed

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

Has not connected Facebook

Log in with Facebook

� 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

▶ PLAY

0

Pledge $1 or more

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

Discover StartKICKSTARTER ▾

▻Show

Copy

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

0%

25%

50%

75%

100%

125%

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