Steffen Kabbelgaard Grønning - CEOSteffen Kabbelgaard Grønning - CEO

Talk purposeTalk purpose • Describe FORCED on kickstarterDescribe FORCED on kickstarter

• A broad view from start to endA broad view from start to end

A short glimpse at FORCEDA short glimpse at FORCED

- - Founded:Founded: 2 years ago 2 years ago

- - Founders:Founders: Kenneth Harder and I Kenneth Harder and I

- - Developing:Developing: FORCED FORCED

- - Team:Team: “30”, 12 now “30”, 12 now- - Located:Located: Copenhagen/Denmark Copenhagen/Denmark

Our situationOur situation • Needed money (not much $40.000)

Needed money (not much $40.000)

• Needed publicity and a communityNeeded publicity and a community

+ We had a good story+ We had a good story

- We had no track record- We had no track record

- We were not used to PR- We were not used to PR

TheThe campaign arrowcampaign arrow

PreparingPreparing

Preparing/Preparing/Making it possibleMaking it possible• Finding a UK/USA contact Finding a UK/USA contact

• Signing a contractSigning a contract

Preparing/Preparing/ResearchResearch • Other kickstarter pages/VideosOther kickstarter pages/Videos

• Use early birdsUse early birds

• Typical dominant tiers: $15 and $25Typical dominant tiers: $15 and $25

• Limit Physical productsLimit Physical products

• Careful with the humor xD >.<Careful with the humor xD >.<

Preparing/Preparing/ProducingProducingKickstarter pageKickstarter page

• Visual Style Visual Style (indicates your professionalism)(indicates your professionalism)

• “ “Pitch your game”Pitch your game”

VideoVideo• The Video The Video just hard to figure out...just hard to figure out...

Preparing/Preparing/ProducingProducingBanner up your channels to Kick!Banner up your channels to Kick!

• facebook facebook • youtubeyoutube• GreenlightGreenlight• Own sites etc.Own sites etc.

TheThe campaign arrowcampaign arrow

PreparingPreparing

More preparing!?More preparing!?

More Preparing/More Preparing/Iterations & feedbackIterations & feedback • Iterations, iterations, iterations... Immense amounts of

Iterations, iterations, iterations... Immense amounts of

feedback and tons of opinions...feedback and tons of opinions...

More preparing/More preparing/Before LaunchBefore Launch

• Gather mail addressesGather mail addresses

• Identify key audience channelsIdentify key audience channels

• Preparing personal mailsPreparing personal mails

• Preparing personal facebook messagesPreparing personal facebook messages

TheThe campaign arrowcampaign arrow

More preparing!?More preparing!?

PreparingPreparing

Launch!Launch! A great startA great start

A great start/A great start/25% in 4 days25% in 4 days

Facebook/FriendsFacebook/Friends

• Danish press (limited national) Kickstarter Crew Danish press (limited national) Kickstarter Crew

Choice Choice

TheThe campaign arrowcampaign arrow

More preparing!?More preparing!?

PreparingPreparing

A great startA great startLaunch!Launch!

Not a linear curve?Not a linear curve?

Not a linear curve? Not a linear curve?

Heavy decline in backersHeavy decline in backers

Heavy decline in backersHeavy decline in backers

Special effortsSpecial effortsDay to day planningDay to day planning

• Live streamingLive streaming

• Press releasesPress releases

• Crowd marketingCrowd marketing

• Social Media/RedditSocial Media/Reddit

• Spread out newsSpread out news

Plan daily initiativesPlan daily initiatives

Special efforts/Special efforts/Live StreamingLive StreamingTook lots Took lots

of time, mostly to get evangelists of time, mostly to get evangelists

Took lots of time, mostly to get evangelists Took lots of time, mostly to get evangelists

Took lots of time, mostly to get evangelists Took lots of time, mostly to get evangelists

QuickTime™ and a decompressor

are needed to see this picture.

Special efforts/Special efforts/Press ReleasesPress Releases

• Personal Vs non-personal Limit personal to a few Personal Vs non-personal Limit personal to a few

channelschannels• Use non-personal for your big listUse non-personal for your big list

• We made 3 press releasesWe made 3 press releases

Special efforts/Special efforts/Crowd marketingCrowd marketing

• Gamified marketing Not recommended - leads to Gamified marketing Not recommended - leads to

bad reputationbad reputation

Special efforts/Special efforts/Social MediaSocial Media• Reddit, Imgur, etc.Reddit, Imgur, etc.

• Powerful!Powerful!• Hard to handleHard to handle

• BannedBanned• WhiningWhining• Has to be fun/emotionalHas to be fun/emotional

TheThe campaign arrowcampaign arrow

More preparing!?More preparing!?

PreparingPreparing

A great startA great start

Not a linear curve?Not a linear curve?

DesperateDesperate

Launch!Launch!

Desperate/Desperate/EmotionalEmotional• Your mum starts calling and sounds like if you

Your mum starts calling and sounds like if you

have a threatening diseasehave a threatening disease

• Tough for team moralTough for team moral

• Decrease in productivity Decrease in productivity

ReactionsReactions Boosting backer rewards Spam Facebook and Boosting backer rewards Spam Facebook and

twitter, Last 10+ days, daily updatestwitter, Last 10+ days, daily updates

TheThe campaign arrowcampaign arrow

More preparing!?More preparing!?

PreparingPreparing

A great startA great start

Not a linear curve?Not a linear curve?

DesperateDesperate

The imageThe image

Launch!Launch!

Last weekLast week

The ImageThe Image• Basically saved our KickstarterBasically saved our Kickstarter

• “ “The american dream”The american dream”

• Seen by 500.000Seen by 500.000

• National TVNational TV• Backers spreaded itBackers spreaded it

TheThe campaign arrowcampaign arrow

More preparing!?More preparing!?

PreparingPreparing

A great startA great start

Not a linear curve?Not a linear curve?

DesperateDesperate

The imageThe image

ExhaustedExhaustedEnd!End!

Launch!Launch!

Last weekLast week

ExhaustedExhausted• Totally squashed afterwards...Totally squashed afterwards...

• Extreme relief, joy and happynessExtreme relief, joy and happyness

TheThe campaign arrowcampaign arrow

More preparing!?More preparing!?

PreparingPreparing

A great startA great start

Not a linear curve?Not a linear curve?

DesperateDesperate

The imageThe image

ExhaustedExhaustedEnd!End!

Launch!Launch!

Last weekLast week

Ryan was a troll :(Ryan was a troll :(• Kind of a surprise but not reallyKind of a surprise but not really

• Was it actually bad?Was it actually bad?

TheThe campaign arrowcampaign arrow

More preparing!?More preparing!?

PreparingPreparing

A great startA great start

Not a linear curve?Not a linear curve?

DesperateDesperate

The imageThe image

ExhaustedExhausted

PostPost

End!End!

Launch!Launch!

Last weekLast week

PostPost• Collecting Gold Collecting Gold

• Community managementCommunity management

• Weekly updatesWeekly updates

• Respond rapidlyRespond rapidly

• Dealing with paypal mails vs kickstarter systemDealing with paypal mails vs kickstarter system

Quality stampQuality stamp

Thanks for listening - Thanks for listening - steffen@betadwarf.comsteffen@betadwarf.com

Twit: @BaboonLordTwit: @BaboonLordQuestions`’??Questions`’??