{"id":16580,"date":"2015-09-15T19:16:26","date_gmt":"2015-09-15T23:16:26","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=16580"},"modified":"2020-04-03T18:06:50","modified_gmt":"2020-04-03T22:06:50","slug":"5-crucial-steps-before-launching-your-kickstarter-campaign","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/creativity-culture\/5-crucial-steps-before-launching-your-kickstarter-campaign","title":{"rendered":"Six crucial steps before launching your Kickstarter campaign"},"content":{"rendered":"

Hearing that 90 percent of all startups fail within the first three years is enough to deter most people from launching a company. And on top of the time and energy it takes to come up with a great idea, you have to secure enough funding to bring your product or service to the marketplace.<\/p>\n

But for many young companies, crowdfunding platforms like IndieGoGo, Kickstarter, and GoFundMe have become valuable tools for testing the market. We asked founders who have successfully used crowdfunding platforms to launch their companies for tips about staying on the ball during the process.<\/p>\n

Research the market<\/strong><\/p>\n

Before you register for an account online, make sure that you understand the market you\u2019re trying to disrupt. Your idea may be truly original, but if there\u2019s no demand, it may not receive the reception that you had hoped for. Do some research on similar projects and talk to entrepreneurs who\u2019ve gone before you in the crowdfunding space. Ask about what worked and didn\u2019t work for them.<\/p>\n

Even if your idea has been done before, ask yourself, \u201cHow can I make it better?\u201d and \u201cWhat makes it unique?\u201d There\u2019s wisdom in focusing on an untapped niche market rather than a general audience where there\u2019s already a lot of big-name competitors. Do the hard work of finding that sweet spot before launching.<\/p>\n

Build a prototype<\/strong><\/p>\n

When you have a concept that is ready to launch, it\u2019s important that you build the ship that lets your idea sail. It shouldn\u2019t just be a concept by the time you start your campaign. Build a prototype, even if it\u2019s not market ready and even if the prototype isn\u2019t complete.<\/p>\n

Having something to show potential investors allows them to envision your project and trust that your idea has wings. Give them every reason to believe your idea is promising, worth the investment, and that results are attainable.<\/p>\n

What if your prototype isn\u2019t quite finished?<\/p>\n

WeWork Charging Bull<\/a> member Jose Cayasso, founder of a presentation software called Slidebean<\/a>, said his biggest takeaway from his first Kickstarter campaign was that as long as your website is professional and your prototype idea is feasible, funders understand if your actual model isn\u2019t completely done.<\/p>\n

\u201cWe didn\u2019t have to spend a dime to test our physical project,\u201d Cayasso says. \u201cWe did very little coding and actual development. It\u2019s a fake-it-till-you-make-it model.\u201d<\/p>\n

Get advice from family and friends<\/strong><\/p>\n

Even if you don\u2019t have the backing of an accelerator, you can still garner support from people in your immediate circle. Test your product with your family and friends. Ask for their honest feedback. Be open to suggestions for improving and modifying your idea.<\/p>\n

Don\u2019t move forward until you get a vote of confidence from the people around you. If loved ones have a hard time supporting your idea, it\u2019ll be that much harder for strangers, who don\u2019t have a stake in your success, to back your project.<\/p>\n

Before WeWork Soho West<\/a> member Julie Sygiel, CEO of a high-performance lingerie<\/a> line called Dear Kate<\/a>, put together her first crowdfunding campaign, she asked her friends for ample feedback and addressed their questions on her website.<\/p>\n

\u201cWe put together a draft page, and showed it to our friends, and asked if we were explaining our mission and product clearly,\u201d Sygiel says. \u201cWe asked them, \u2018Do you have questions or doubts about making a pledge?\u2019 and we answered all their main questions.\u201d<\/p>\n

Round up early backers<\/strong><\/p>\n

At Kickstarter, if you don\u2019t meet your fundraising goals in the timeframe you set, you don\u2019t get any of the money. Make sure to set goals that are realistic so that you won\u2019t run the risk of losing money altogether.<\/p>\n

WeWork Soho West member Jacob Wood, founder of a men\u2019s clothing company<\/a> called Woodies Clothing<\/a>, says he carefully calculated what he thought he could raise with a crowdfunding campaign.<\/p>\n

\u201cI did a lot of analysis and found that campaigns are typically at least 80 percent funded on day one,\u201d he says. \u201cI set my fundraising goal a little bit above that, so I\u2019d be at least 80 percent raised on day one.\u201d<\/p>\n

He also made sure friends and family members would give him an early boost.<\/p>\n

\u201cI knew I had a certain number of family and friends and super early customers I could count on to pledge about $10,000 from day one,\u201d says Wood.<\/p>\n

Reach out to the media<\/strong><\/p>\n

Media coverage motivates people to pay attention to your product. Lining up interviews with the press helps get the word out. Even if journalists don\u2019t write about your product right away, it will be in the back of their mind when you follow up later. Journalists are much more receptive to people who have pitched story ideas in the past, so don\u2019t be afraid to build up a relationship with members of the media who write about your market.<\/p>\n

\u201cIn crowdfunding, you can\u2019t assume you\u2019ll get attention,\u201d Cayasso says. \u201cMost projects that go on Kickstarter fail. It\u2019s up to the team or entrepreneur for their project to get enough exposure.\u201d<\/p>\n

Cayasso says he recommends contacting the media two to three months before launching a crowdfunding campaign.<\/p>\n

\u201cKickstarter is interested in your project succeeding,\u201d he says, \u201cbut the ones who are most successful get the word out about it first.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Hearing that 90 percent of all startups fail within the first three years is enough to deter most people from launching a company. And on top of the time and energy it takes to come up with a great idea, you have to secure enough funding to bring your product or service to the marketplace. 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