I’m not afraid of our campaign failing… I’m afraid of it not succeeding to its full potential.
Setting up a crowdfunding campaign is like cutting hair: it isn’t hard to do, but it is very hard to do it well. You may be able to move your fingers to work the scissors, but that doesn’t translate into giving a good haircut.
These are the broad strokes to our approach:
- Product must be ROCK SOLID before launching the campaign
- Manufacturing must be ROCK SOLID before launching the campaign
- Build a reachable audience before launching the campaign
- Delaying the launch is preferable to having a failed launch
- Hit 20% of goal as quickly as possible
- Move from campaign to production to delivery as quickly as possible
- Deliver on time
- Move from project delivery to e-commerce as quickly as possible
- Announce the next project with the delivery of the previous one
- Rinse and repeat
David Mamet (the playwright, screenwriter, director) relayed a story of learning how to navigate a plane. Paraphrasing… where do you want to start? Where do you want to end? Great, now draw a straight line between them. Adjust as needed to avoid storms, mountains and accommodate fuel stops.
The process is the same for Crowdfunding campaigns. Unlike marketing for a brand, a campaign has a beginning, middle and end. Its timeline may be determined by you upfront, but once its decided, well, that’s the timeline. There’s even a countdown clock, and you need to see it through (and not overstay your welcome).
Crowdfunding campaigns give great structure and clarity to a product launch, and even though our overall approach is pretty straightforward, there are at least 500 action items in the spaces between those lines.
How we navigate all that to hit our marks will make all the difference between being successful and being wildly successful.