3Hacking KicstarterAdam LongFind me on LinkedIn01.05.13 | weco.com.auMarketing Strategy // Step ChangeMarketing
AGENDA•  Getting started•  Crafting your message•  Video, project page and rewards•  Engaging your audience•  Media covera...
THIS IS ACAMPAIGN(NOT A PROJECT)3
HOW I LEARNT 4Opena case Dumbo Feather Panda Pad
GETTINGSTARTED‣ HACKING KICKSTARTER: CROWDFUNDING YOUR PROJECT
•  Test the market•  Raise funds to do something•  Build your database•  Build a community•  Build proof for a capital rai...
“JUST GET ME ON KICKSTARTER ALREADY!” 7•  Simple, just create your project andget an Amazon Payments AccountWARNING:GET SP...
WHICH PLATFORM SHOULD I USE? 8+71OTHERS!If you have a database bigenough (divide number indatabase by average pledge)Then,...
9STATShttp://www.kickstarter.com/help/stats!
10SOME BAD NEWS:MOST CAMPAIGNS HAVEFAILED BEFORE THEYHAVE EVEN STARTED
TodayWhat To Say Making ItWorkCampaignPlan11
WHAT TO SAY‣ HACKING KICKSTARTER: CROWDFUNDING YOUR PROJECTOn the internet,information is abarrier to action
13GET YOUR MESSAGE RIGHTFEATURESpecific (Don’t puteverything into the one)Measurable (Can youactually measure it?)Exact (W...
MAKING ITWORK‣ HACKING KICKSTARTER: CROWDFUNDING YOUR PROJECTThe tools ofeffective squeezepages
What have you already got?•  Community•  Journalist links•  Database of fans•  Organisation links•  People who can create ...
16SIDE NOTE: LEARN FROM SQUEEZE PAGESKickstarter is aplatform for makingsqueeze pages!
THE THUMBNAIL 17
THE THUMBNAIL 18•  Professional photo that explains what it is or taps in tocategory values.•  Name + description explains...
THE VIDEO (YES, IT IS COMPULSORY) 19Look at:!http://www.dollarshaveclub.com/!http://kck.st/Mfvs9y Ouya!http://kck.st/uu4Ty...
THE VIDEO 20•  Hire a professional•  <2 min (information is a barrier to action)•  Inspire, build credibility then drive t...
THE REWARDS 21Look at:!http://kck.st/JliwH9 Amanda Palmer!http://kck.st/xHMnCZ Ze Frank!http://kck.st/UUUCMf CST-01!!
THE REWARDS 22•  Keep it simple and few. Limit options (such ascolour, customisation – that comes later). Makeyour life ea...
23WAYS TO TELL YOUR STORY WITH IMAGES
THE SQUEEZE PAGE 24Look at:!https://lockitron.com/ Lockitron!http://kck.st/VduOf2 Lumio!http://fourhourchef.com/ 4 Hour Ch...
THE SQUEEZE PAGE 25•  Update often•  Drive to video first•  Provide trust marks and PR evidence•  Tell your top key messag...
CAMPAIGNPLAN‣ HACKING KICKSTARTER: CROWDFUNDING YOUR PROJECT
MORE BAD NEWS…OBSCURITY IS YOURGREATEST RISK2717,01014,826Average number offollowers for Kickstarterprojects that raise mo...
YOUR TWO GOALS 28DATABASEActivate your existingnetworks at launch,aiming to get listed on“Staff Picks” or “PopularProjects...
YOUR DATABASE 29•  Tease early.•  Crowdsource from your database. Ask for suggestions and either - do them,explain why the...
MEDIA 30Identify Candidate JournalistsSearch for articles with similar or complimentary angles. Look forjournalists that d...
MEDIA 31Deliver pre-prepared content from copywriterUnder the guise of making the journalists life easier, provide the pre...
MEDIA 32The Secret Weapon for finding crowdfunding journalistsThe link shortener bit.ly has a little known feature whereby...
MEDIA 33
SURVIVING THE REST (TIPS AND TRICKS) 34Dashboard ReportingBudget – Including your time or contractors/employeesTimeline – ...
SURVIVING THE REST (TIPS AND TRICKS) 35Your page is not editable after the time period ends, so at the last minute putup a...
SURVIVING THE REST (TIPS AND TRICKS) 36Delivery•  Start your Australia Post account early - it takes about 3 months•  Dont...
BEYOND THE CAMPAIGN 37Beyond the campaign: building crowdfunding into a business launchDelivering rewards - Ask for commen...
TIMELINE 38-  3 months out – Messaging, budgeting, preparation-  2 months out – start teasing and activating your existing...
DISCUSSIONTIME39‣ HACKING KICKSTARTER‣  Adam LongMarketing Strategy, Step Change Marketing‣  adam@stepchangemarketing.com‣...
25don’t forget my detailsget in touch soon!Made with lovein SydneyAdam LongFind me on LinkedInMarketing Strategy // Step C...
Upcoming SlideShare
Loading in …5
×

Hacking kickstarter presentation for WeCo

686 views

Published on

Hacking Kickstarter: Crowdfunding Your Project
Adam Long, Marketing Strategist

Discover the secret weapons that entrepreneurs use to raise millions of dollars through crowdfunding
What’s the difference between a project that raises $5000 and a project that raises $10mil? Preparation, strategy and messaging. Simple, but not easy. It’s time to take crowdfunding to a professional level. This presentation is a practical session in building crowdfunding campaigns that rock, as we create a plan and content for a ready-to-go campaign. We cover: getting started, the logistics and preparation, crafting messages that resonate with people and tweaks that make the biggest difference to the success of a campaign.
This presentation is for entrepreneurs with a project suitable for launching on Kickstarter. It can be your amazing new product, a fantastic service, a revolutionary aid project or something unexpected. If you are planning to launch your crowdfunding project in the next 6 months, this could be the presentation that makes the big difference. We’ll look beyond superficial “crowdfunding coaching” and start building your campaign.

Adam Long is an experienced crowdfunding manager, entrepreneur and predatory marketer for Step Change Marketing. One of Australia’s top 30under30 entrepreneurs, he has sat on the Board of Engineers Without Borders and is a Director of Beehive, the sustainable design lab he founded in 2010. He takes a triple-bottom-line view of success, and his thinking has been sought out and implemented by the likes of AusIndustry, Red Cross, Sony Music and 3M.

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
686
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
16
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Hacking kickstarter presentation for WeCo

  1. 1. 3Hacking KicstarterAdam LongFind me on LinkedIn01.05.13 | weco.com.auMarketing Strategy // Step ChangeMarketing
  2. 2. AGENDA•  Getting started•  Crafting your message•  Video, project page and rewards•  Engaging your audience•  Media coverage•  Traffic•  Beyond the campaign2ASSUMED KNOWLEDGE•  You know what crowdfunding is and theelements of it•  You’ve got a project you want to fund•  You’ve seen some of the best and wantto know how they were so successfulAIM:A SOLIDCAMPAIGN PLAN
  3. 3. THIS IS ACAMPAIGN(NOT A PROJECT)3
  4. 4. HOW I LEARNT 4Opena case Dumbo Feather Panda Pad
  5. 5. GETTINGSTARTED‣ HACKING KICKSTARTER: CROWDFUNDING YOUR PROJECT
  6. 6. •  Test the market•  Raise funds to do something•  Build your database•  Build a community•  Build proof for a capital raising round6WHY CROWDFUND?Each require adifferent strategy– stay focused onyour real goal
  7. 7. “JUST GET ME ON KICKSTARTER ALREADY!” 7•  Simple, just create your project andget an Amazon Payments AccountWARNING:GET SPECIALISTADVICE•  Which means:•  Create a US Tax Identity(consider a US LLC Company)•  Set up an EIN and TIN•  Have a US Address and forwardmail and phone to you•  Have a US Bank Accounthttp://www.robyward.com/2012/03/how-to-setup-a-kickstarter-project-if-youre-australian/!•  How we did it:•  Pool the cost•  Borrow an account•  Partner with an accountOR
  8. 8. WHICH PLATFORM SHOULD I USE? 8+71OTHERS!If you have a database bigenough (divide number indatabase by average pledge)Then,It doesn’t matter!If you have a specialty or nicheinterestThen,Find the specialist platformhttp://en.wikipedia.org/wiki/Comparison_of_crowd_funding_services!
  9. 9. 9STATShttp://www.kickstarter.com/help/stats!
  10. 10. 10SOME BAD NEWS:MOST CAMPAIGNS HAVEFAILED BEFORE THEYHAVE EVEN STARTED
  11. 11. TodayWhat To Say Making ItWorkCampaignPlan11
  12. 12. WHAT TO SAY‣ HACKING KICKSTARTER: CROWDFUNDING YOUR PROJECTOn the internet,information is abarrier to action
  13. 13. 13GET YOUR MESSAGE RIGHTFEATURESpecific (Don’t puteverything into the one)Measurable (Can youactually measure it?)Exact (Would it standas proof in court?)BENEFITThe utility you derivefrom that featureIMPLICATIONWhat’s now possible inyour customer’s life?CUSTOMERIMPORTANCEHow important is it foryour customer?ADVANTAGEHow does it compare towhat’s already outthere?START BROADRANK BY VALUE FOR EACH AUDIENCESTICK TO YOUR BEST, START WITH IMPLICATION THEN PROVE IT
  14. 14. MAKING ITWORK‣ HACKING KICKSTARTER: CROWDFUNDING YOUR PROJECTThe tools ofeffective squeezepages
  15. 15. What have you already got?•  Community•  Journalist links•  Database of fans•  Organisation links•  People who can create media•  Graphic designers or videographers•  A database of similar successful campaigns to look at?15ASSET AUDIT
  16. 16. 16SIDE NOTE: LEARN FROM SQUEEZE PAGESKickstarter is aplatform for makingsqueeze pages!
  17. 17. THE THUMBNAIL 17
  18. 18. THE THUMBNAIL 18•  Professional photo that explains what it is or taps in tocategory values.•  Name + description explains what your project is andwhy you’re doing it.•  Shows social proof from progress in funding.Activity•  What should your image be?•  What should your text be? (Hint: use your keymessages)
  19. 19. THE VIDEO (YES, IT IS COMPULSORY) 19Look at:!http://www.dollarshaveclub.com/!http://kck.st/Mfvs9y Ouya!http://kck.st/uu4Ty8 Elevation Dock!http://kck.st/TYUFHF LIFX!http://kck.st/LMr8ec Panda Pad!!!
  20. 20. THE VIDEO 20•  Hire a professional•  <2 min (information is a barrier to action)•  Inspire, build credibility then drive to pledges•  Answer “can you do it?” and “will you do it?”•  Show rewards•  Show the team•  Explain what crowdfunding isActivity•  What should be in your video?TIPA professional videolooks that way becauseof lighting, colourgrading, good qualitysound, rhythmic editingand subtle cameramovement.
  21. 21. THE REWARDS 21Look at:!http://kck.st/JliwH9 Amanda Palmer!http://kck.st/xHMnCZ Ze Frank!http://kck.st/UUUCMf CST-01!!
  22. 22. THE REWARDS 22•  Keep it simple and few. Limit options (such ascolour, customisation – that comes later). Makeyour life easier and don’t provide decision barriers•  Create rewards for their PR value or visual value.•  Show photos or cinegraphs in your customersworld•  Don’t be cheesey (eg. $10 for a thanks?)•  Hit major price points – $10, $25, $50, $99, $200,$1000•  Release new rewards in batches to matchproduction cycles. Eg. Cap every reward andchange the delivery date for that rewardTIPFor products, use a“compare at” device.$99 retail$79 for backersActivity•  List your 5 (no more)reward ideas
  23. 23. 23WAYS TO TELL YOUR STORY WITH IMAGES
  24. 24. THE SQUEEZE PAGE 24Look at:!https://lockitron.com/ Lockitron!http://kck.st/VduOf2 Lumio!http://fourhourchef.com/ 4 Hour Chef!http://kck.st/uu4Ty8 Elevation Dock!!
  25. 25. THE SQUEEZE PAGE 25•  Update often•  Drive to video first•  Provide trust marks and PR evidence•  Tell your top key messages•  Provide major headings to make the page easy toscan•  Drive to pledges•  Introduce your dashboard/timeline of steps needed•  Use a real budget and show how it scales
  26. 26. CAMPAIGNPLAN‣ HACKING KICKSTARTER: CROWDFUNDING YOUR PROJECT
  27. 27. MORE BAD NEWS…OBSCURITY IS YOURGREATEST RISK2717,01014,826Average number offollowers for Kickstarterprojects that raise morethan $1million:!
  28. 28. YOUR TWO GOALS 28DATABASEActivate your existingnetworks at launch,aiming to get listed on“Staff Picks” or “PopularProjects”BLOGSGet on the blogs thatwill drive traffic to yourcampaign
  29. 29. YOUR DATABASE 29•  Tease early.•  Crowdsource from your database. Ask for suggestions and either - do them,explain why they cant be done, explain what else needs to happen for that to work.•  Give your database ownership by telling them what theyve suggested and howthey have affected the outcome.•  Provide an offer for early bird backers and let your database know about it.•  Launch them into the campaign and ask that they pledge the day you open.•  Say thanks to anyone who pledges and ask for referrals.
  30. 30. MEDIA 30Identify Candidate JournalistsSearch for articles with similar or complimentary angles. Look forjournalists that display passion for energy, power or the environment andhas multiple pieces published.IntroductionWhere possible, use your LinkedIn networks to gain an introduction tothe journalist. Otherwise, seek their personal blog or Twitter contactdetails to get in touch.Develop Angles: x6 HeadlinesIdentify the PR angles that are most suited to our three core audiences.Use a professional copywriter to develop these into complete articles.
  31. 31. MEDIA 31Deliver pre-prepared content from copywriterUnder the guise of making the journalists life easier, provide the pre-prepared content written to our core messages.3x Pitchw/exclusivePitch the three different ideas to the journalist to get them excited in thestory. Offer to develop the angle of their choice into full content.Approach the highest value channels first and offer an exclusive.
  32. 32. MEDIA 32The Secret Weapon for finding crowdfunding journalistsThe link shortener bit.ly has a little known feature whereby adding + to the end of a shortened linkwill show a full list of referrers.Bit.ly provides the shortened links for Kickstarter, so by adding a + to the end of their short link,you can find which media channels (down to the article) have been most critical for launching newKickstarter products. These journalists can be the most powerful in driving traffic to yourcampaign.See the following pages for examples from complimentary Kickstarter projects.
  33. 33. MEDIA 33
  34. 34. SURVIVING THE REST (TIPS AND TRICKS) 34Dashboard ReportingBudget – Including your time or contractors/employeesTimeline – What stages need to happen? How are they progressing? Buildinto an infographicDelivery – Use a Dropbox spreadsheet or web page just to show if rewardshave been dispatchedTHIS MATTERSThe delivery matters -so that you survive amassively scalingproject (kickstarters goup and up), so youhave repeat backers.Design Prototypes Manufacturing Early BirdRewardsSecond Batch …Progress Designs have beenfinalized.We discovered anissue with theelectronics – SeeUpdate #6Will start 4 weekslate because of theissues withelectronics.Original Estimate 12 weeks 4 weeks 12 weeks December 2013 January 2014Today’s Estimate Actual – 8 weeks 8 weeks 12 weeks January 2014 March 2014
  35. 35. SURVIVING THE REST (TIPS AND TRICKS) 35Your page is not editable after the time period ends, so at the last minute putup a holding image that directs to your website.
  36. 36. SURVIVING THE REST (TIPS AND TRICKS) 36Delivery•  Start your Australia Post account early - it takes about 3 months•  Dont collect addresses til you are ready to ship. They change, they causeheadaches.•  Expect parts to arrive broken or not to arrive at all. You need to budget forthis as well as the time to fix it.
  37. 37. BEYOND THE CAMPAIGN 37Beyond the campaign: building crowdfunding into a business launchDelivering rewards - Ask for comments, facebook likes etc. Let others know ithas been delivered.Encourage sharing and telling stories by tapping into the self expressive parts- what does backing this say about me? Eg. competition - what have you usedthis product for?
  38. 38. TIMELINE 38-  3 months out – Messaging, budgeting, preparation-  2 months out – start teasing and activating your existing database-  1 month out – line up journalists and PR exclusives. Invite existingdatabase to launch-  Campaign – 30 days-  Follow Up – commit to follow ups and stick to that schedule
  39. 39. DISCUSSIONTIME39‣ HACKING KICKSTARTER‣  Adam LongMarketing Strategy, Step Change Marketing‣  adam@stepchangemarketing.com‣  0421498170
  40. 40. 25don’t forget my detailsget in touch soon!Made with lovein SydneyAdam LongFind me on LinkedInMarketing Strategy // Step ChangeMarketing01.05.13 | weco.com.au

×