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Let’s Get Tactical 
Native Advertising: 101 
Planning Framework 
How to launch a Crowdfunded Product 
Jess Seilheimer | @j...
Hello. 
Jess Seilheimer | @jaeselle 
Chief Strategy Officer; MWW 
Advisor; Birdi (former lead Strategy & Marketing) 
How t...
More than just "merchandising” a cool idea 
-using the community to validate or commercialize a product 
How to Launch a P...
Same strategic approach to product dev, 
different customer mindset 
Commercial product 
Identify customer problems 
Uncov...
We all want to be part of 
something meaningful 
Empower 
people to fund 
what matters 
to them 
How to Launch a Product o...
How to break through all the noise 
(and vaporware)? 
You need a well-defined strategy and marketing/pr plan to achieve a ...
GREAT marketing 
execution will 
help your campaign 
1. Provides real-time validation, feedback 
(free market research) fr...
CROWDFUNDING TRENDS 
CROWDFUNDING 101 
MARKETING PLAYBOOK 
CASE STUDY: BIRDI 
BREAKOUTS 
How to Launch a Product on a Crow...
Crowdfunding landscape 
Rewards-based Equity-based 
(ie: “the business case” for your social networks) 
• Caps exist for c...
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 10 
TRENDS 
RISE OF T...
Top funded industries 
ARTISTS FILM MAKERS TECHNOLOGISTS 
How to Launch a Product on a Crowdfunding Platform | Planningnes...
Maturing point of views 
270,000+ jobs 
Praise the utility and 
future of crowd 
funding Expect a 
sea of 
fraud 
65m into...
Successful campaigns 
MISFIT SHINE 
Goal: 100K 
Raised: $846,675 
PEBBLE WATCH 
Goal: 100K 
Raised: $10,266,845 
SCANADU 
...
Influential people to follow 
Slava Rubin 
@gogoslava 
Founder, Indiegogo 
Perry Chen 
@perrychen 
Founder, Kickstarter 
K...
CROWDFUNDING TRENDS 
CROWDFUNDING 101 
MARKETING PLAYBOOK 
CASE STUDY: BIRDI 
BREAKOUTS 
How to Launch a Product on a Crow...
Campaigns with a team raise 339% 
more than campaigns that run solo 
Build out your team 
Indiegogo lab: http://slidesha.r...
Higher Goal ≠ More Money 
People want to give to 
succe$$ful projects 
87% of campaigns that hit their goal exceed it. 
In...
30-45 days. TOPS 
Indiegogo lab: http://slidesha.re/1uwj2wu 
How to Launch a Product on a Crowdfunding Platform | Planning...
Campaigns with a pitch video 
raise 370% more compared to 
ones without. 
1:27 
Indiegogo lab: http://slidesha.re/1uwj2wu ...
CROWDFUNDING TRENDS 
CROWDFUNDING 101 
MARKETING PLAYBOOK 
CASE STUDY: BIRDI 
BREAKOUTS 
How to Launch a Product on a Crow...
Successful marketing = successful crowdfunding 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | J...
Crowdfunding playbook 
STRATEGY/PL 
ANNING 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess ...
Research // plan 
RESEARCH/PLA 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer |...
Research // plan // MARKETING PRE LAUNCH 
Create an inner circle 
Friends, family, colleagues, past supporters 
(plan to r...
Create // Build 
RESEARCH/PLA 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | ...
Create // Build // PERKS 
*Must do* 
 Do the math on perk pricing 
(logistical time counts) 
 Know how you’ll fulfill at...
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 27 
Launch 
RESEARCH/...
Measure 
RESEARCH/PLA 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaesell...
Timeline 
Product strategy, Messaging, Creative assets 
Identify personal list of friends, family, network, press 
Finaliz...
CROWDFUNDING TRENDS 
CROWDFUNDING 101 
MARKETING PLAYBOOK 
CASE STUDY: BIRDI 
BREAKOUTS 
How to Launch a Product on a Crow...
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 31
Scheduled launch date 10-17-13 
Hello 
Senses air quality: smoke, CO, 
heat, pollutants, humidity 
$0 funding/awareness 
N...
You have to 
start (again)… 
Revised launch date: 
December 10th 
How to Launch a Product on a Crowdfunding Platform | Pla...
Challenge 
Launch hardware startup, Birdi: Smart Air Monitor. Validate consumer/category interest of 
connected devices/IO...
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 35
Marketing Objective 
Our marketing plan 
Awareness 1st, conversion 2nd 
How to Launch a Product on a Crowdfunding Platform...
Marketing channels 
OWNED PAID EARNED 
PR 
Live events 
How to Launch a Product on a Crowdfunding Platform | Planningness ...
Paid media strategy 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle ...
Performance 
Measuring success 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer |...
Attribution model 
% conversion 
email 
facebook 
pr 
twitter 
website 
Google search 
30% 
11% 
13% 
7% 
15% 24% 
How to ...
Coverage: 59 original posts 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @j...
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 44 
44 
Final 6 days:...
Friends, family Final push 
& press 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilhei...
CROWDFUNDING TRENDS 
CROWDFUNDING 101 
MARKETING PLAYBOOK 
CASE STUDY: BIRDI 
BREAKOUTS 
How to Launch a Product on a Crow...
Time to make stuff 
How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 4...
Brief groups 
• Groups briefed on mock product specs, launch 
objectives, target audience & budget 
• Teams given playbook...
PRESENTATION OUTLINE 
1. Product overview, target audience and budget 
2. What crowdfunding platform would you use? 
3. Pe...
I believe in sharing what we learn with 
others and hope you found this insightful. 
Questions? Tweet @jaeselle 
How to La...
THANK YOU. 
Jess Seilheimer 
@jaeselle 
jaeselle.com 
How to Launch a Product on a Crowdfunding Platform | Planningness 20...
References 
 Indiegogo Field Guide: http://landing.indiegogo.com/iggfieldguide/ 
 Indiegogo lab: http://slidesha.re/1uwj...
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Planningness PDX 2014 // How to Launch a Crowdfunded Product

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My talk from Planningness PDX 2014.
"How to Launch a Crowdfunded Product"

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Planningness PDX 2014 // How to Launch a Crowdfunded Product

  1. 1. Let’s Get Tactical Native Advertising: 101 Planning Framework How to launch a Crowdfunded Product Jess Seilheimer | @jaeselle | Planningness 2014 How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle
  2. 2. Hello. Jess Seilheimer | @jaeselle Chief Strategy Officer; MWW Advisor; Birdi (former lead Strategy & Marketing) How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 2
  3. 3. More than just "merchandising” a cool idea -using the community to validate or commercialize a product How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 3
  4. 4. Same strategic approach to product dev, different customer mindset Commercial product Identify customer problems Uncover an unmet need Ideate around solving that need Differentiate how your product meets the need (vs. competitors) Emotionally and rationally driven Longer consideration/buying cycle Crowdfunded product Connecting with your community and audience Emotionally driven Being first, urgency behind a 30-day movement PRIDE: Showing/sharing support How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 4
  5. 5. We all want to be part of something meaningful Empower people to fund what matters to them How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 5
  6. 6. How to break through all the noise (and vaporware)? You need a well-defined strategy and marketing/pr plan to achieve a desired level of awareness and conversion of campaign backers to financially support your product (so you can bring it to market). How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 6
  7. 7. GREAT marketing execution will help your campaign 1. Provides real-time validation, feedback (free market research) from your target customers 2. Gain earned media for (and FROM) your target customers & increase your reach 3. Pre-sell a product 4. Attract major investors 5. Attract major retailers and distributors Poor/no marketing will kill your campaign* 1. 60% of projects fail 2. Average raise is only 10K *Due to no pre-launch awareness or marketing Indiegogo Field Guide: landing.indiegogo.com/iggfieldguide/ How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle
  8. 8. CROWDFUNDING TRENDS CROWDFUNDING 101 MARKETING PLAYBOOK CASE STUDY: BIRDI BREAKOUTS How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 8
  9. 9. Crowdfunding landscape Rewards-based Equity-based (ie: “the business case” for your social networks) • Caps exist for companies (e.g., can only raise up to $1 million in 12 months) • investors (e.g., majority will be limited to five percent of their income or net worth), How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 9
  10. 10. How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 10 TRENDS RISE OF THE DIY ENTREPRENEUR USING YOUR NETWORK FOR INITIAL VALIDATION NEW PLATFORMS FOR NICHE INDUSTRIES SYNDICATE EQUITY FUNDS DO IT ALL: COMMERCIAL OPPS SERVICES 1 2 3 4 5
  11. 11. Top funded industries ARTISTS FILM MAKERS TECHNOLOGISTS How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 11
  12. 12. Maturing point of views 270,000+ jobs Praise the utility and future of crowd funding Expect a sea of fraud 65m into the economy Crowdsourcing is quickly evolving into an industry itself. In fact, crowdfunding is predicted to create at least 270,000 jobs and inject $65 billion into the economy by 2014’s end. How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 12
  13. 13. Successful campaigns MISFIT SHINE Goal: 100K Raised: $846,675 PEBBLE WATCH Goal: 100K Raised: $10,266,845 SCANADU Goal: 100K Raised: $1,662,187 VERONICA MARS MOVIE Goal: 2M Raised: $5,702,153 CANARY Goal: 100K Raised: $1,961,663 THE MICRO Goal: 50K Raised: $3,401,361 How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 13
  14. 14. Influential people to follow Slava Rubin @gogoslava Founder, Indiegogo Perry Chen @perrychen Founder, Kickstarter Kate Drane @Katedrane Hardware lead, Indiegogo Clay Hebert @clayhebert crowdfundinghacks.com/ #Crowdfunding http://venturebeat.com/2014/01/22/top-30-crowdfunding-thought-leaders/ How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 14
  15. 15. CROWDFUNDING TRENDS CROWDFUNDING 101 MARKETING PLAYBOOK CASE STUDY: BIRDI BREAKOUTS How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 15
  16. 16. Campaigns with a team raise 339% more than campaigns that run solo Build out your team Indiegogo lab: http://slidesha.re/1uwj2wu How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 16
  17. 17. Higher Goal ≠ More Money People want to give to succe$$ful projects 87% of campaigns that hit their goal exceed it. Indiegogo Field Guide: landing.indiegogo.com/iggfieldguide/ Indiegogo lab: http://slidesha.re/1uwj2wu How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 17
  18. 18. 30-45 days. TOPS Indiegogo lab: http://slidesha.re/1uwj2wu How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 18
  19. 19. Campaigns with a pitch video raise 370% more compared to ones without. 1:27 Indiegogo lab: http://slidesha.re/1uwj2wu How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 19
  20. 20. CROWDFUNDING TRENDS CROWDFUNDING 101 MARKETING PLAYBOOK CASE STUDY: BIRDI BREAKOUTS How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 20
  21. 21. Successful marketing = successful crowdfunding How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 21
  22. 22. Crowdfunding playbook STRATEGY/PL ANNING How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 22 customer, marketing platform CREATE/BUILD iterative, refine as needed LAUNCH become discoverable, sharable and memorable MEASURE what’s working/ what’s not (4-5% conversion rate)
  23. 23. Research // plan RESEARCH/PLA How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 23 N customer, marketing platform CREATE/BUILD iterative, refine as needed LAUNCH become discoverable, sharable and memorable MEASURE what’s working/ what’s not (4-5% conversion rate) 1. Start 6 months in advance of launch 2. Research similar crowdfunding projects 3. Who is your target audience? (customers, VCs, investors) 4. Perks & pricing (discounts!) 5. Hire creative team (save up!) 6. Determine budget for creative assets, social media & PR 7. Create a marketing mix/plan of how you will drive awareness and conversion of your campaign efforts Social marketing is not free! You need budget: 1. build an audience 2. drive engagement and sharing through multiple types of tactics and content marketing (I could write a book on the approach to social marketing but will spare you)
  24. 24. Research // plan // MARKETING PRE LAUNCH Create an inner circle Friends, family, colleagues, past supporters (plan to raise 30% of funds from this group) **Build your social media presence** identify followers & influencers, create assets, share relevant content, create thought leadership, post teasers! How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle
  25. 25. Create // Build RESEARCH/PLA How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 25 N customer need CREATE/BUILD iterative, refine as needed LAUNCH become discoverable, sharable and memorable MEASURE what’s working/ what’s not (4-5% conversion rate) Creative: • Create 2 videos with 2 endings • Problem you are solving- what product is- what it does features/benefits and why it’s important to the end user. No longer than 1:30-2 minutes. • Craft your messaging/RTBs • Layout real estate on page • Visual is better! Infographics win • Show your product • The more you tell, the more you sell Social: • create assets & editorial calendar (can’t stress this enough to plan in advance) Press/Media Kit: • Craft (flexible) press release & media kit. Short & sweet, include video and visuals. (Yes you still l need a press release to keep your messaging tight. This is a must. Perks: motivate funding for • Passion • Pride • Participation/sharable On Average, campaigns with perks raise 143% more than campaigns without perks
  26. 26. Create // Build // PERKS *Must do*  Do the math on perk pricing (logistical time counts)  Know how you’ll fulfill at 10 and 10,000 units  Research international shipping What are Perks? Good or product • A physical object • Swag • Your product Make contributors feel valued • Show off participation • T-shirts • SWAG • Creative involvement How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 26 Experience • Event • Recognition • Volunteer • Participation Digital Good • A song • Subscription to newsletter • Exclusive insight into project’s progress In-kind • Dinner with a celebrity or influential individual • Special skill • Access to exclusive places Indiegogo lab: http://slidesha.re/1uwj2wu
  27. 27. How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 27 Launch RESEARCH/PLA N customer need CREATE/BUILD iterative, refine as needed LAUNCH become discoverable, sharable and memorable MEASURE what’s working/ what’s not (4-5% conversion rate) Marketing and Promotion Email • Email brings in 20% more funding than any other source Social Media • Social marketing is paramount. Strategy: build following and then convert • 25% of a campaign’s funds raised should come from social media Press/Bloggers • Identify influential journalist beats, interests and craft personalized pitches (no mass pitches!) for relevant websites, blogs Mid-campaign deals Offer specials and 1-off memorable campaigns Indiegogo Page Updates Campaigns with updates raise 286% more funds
  28. 28. Measure RESEARCH/PLA How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 28 N customer need CREATE/BUILD iterative, refine as needed LAUNCH become discoverable, sharable and memorable MEASURE what’s working/ what’s not (4-5% conversion rate) Finishing Strong • Update frequently until deadline After deadline • Thank your contributors • Follow up about fulfillment • Continue to use your campaign for marketing • Don’t stop communicating via social Analytics • Measure against KPIs and benchmarks Cost per acquisition analysis • Thank your contributors • Follow up about fulfillment • Continue to use your campaign for marketing • Don’t stop communicating via social
  29. 29. Timeline Product strategy, Messaging, Creative assets Identify personal list of friends, family, network, press Finalize press releases, alert journalist Send out Embargoed press releases, remind campaign champions Launch End -3M -1M -2w -1w Send thanks you Send updates Send final 1d 2w Pre-campaign Launch Post-launch 1w 2w 4w updates 4m Release new perk, content Release another new perk, content Release end of campaign special, perk 2m How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 29 Ship product
  30. 30. CROWDFUNDING TRENDS CROWDFUNDING 101 MARKETING PLAYBOOK CASE STUDY: BIRDI BREAKOUTS How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 30
  31. 31. How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 31
  32. 32. Scheduled launch date 10-17-13 Hello Senses air quality: smoke, CO, heat, pollutants, humidity $0 funding/awareness NEST Protect Launch date 10/8/13 Senses smoke, CO, heat, light and motion 80M in funding/High awareness How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 32
  33. 33. You have to start (again)… Revised launch date: December 10th How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 33
  34. 34. Challenge Launch hardware startup, Birdi: Smart Air Monitor. Validate consumer/category interest of connected devices/IOT in the emerging smarthome vertical. Develop launch campaign via Indiegogo with a 50K goal. Drive consumer (early tech adopters/moms) and VC awareness. Solution Create marketing and communication strategy to launch Birdi. Positioning, value proposition, branding, creative assets, messaging and product story. Execute across owned, paid and earned media channels (website, Indiegogo, social marketing, paid social media and PR). 2 paid media campaigns; holiday and end of campaign 5 day sprint. Results 144% funded on Indiegogo. Product validation & category experts positioned Birdi as a main competitor to Nest Protect, an 800M funded company recently acquired by Google by 3.2M. - Identified by Business Insider as “Top 13 Startups to Watch in 2014” - Events: CES Keynote with AT&T (1-8-14) and NYTM demo (2-4-14) - Partnering with The San Francisco Mayor’s office and are part of their Entrepreneur in Residence Program - Closed 700K seed round July 2014 Owned:  35% social referral to Indiegogo  27% social conversions Paid: • Total media spend: $3867 • CAC: $8 // ROI: 18x • 37% total sales conversions • Targeted 5-day end of campaign end sprint- 19% of total campaign funds Earned:  759,461 social mentions, shares, engagement  59 media impressions (ie: NYTimes, Wired, Forbes, TechCrunch, Fast Company, VentureBeat, GigaOM, CBS News, Business Insider, Digital Trends etc) How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 34
  35. 35. How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 35
  36. 36. Marketing Objective Our marketing plan Awareness 1st, conversion 2nd How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 36
  37. 37. Marketing channels OWNED PAID EARNED PR Live events How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 38 GetBirdi.com
  38. 38. Paid media strategy How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 39 Throughout the campaign, Google Analytics showed Facebook, Twitter to be the highest refers and garnered the most engagement of all traffic to Indiegogo. Opportunity to target people’s interest, likes and friends of Birdi Followers Throughout the campaign, Google Analytics showed Facebook, Twitter to be the highest refers and garnered the most engagement of all traffic to Indiegogo. Opportunity for keyword and hashtag targeting Google organic and direct referrals were high Opportunity to target “smartmoms” at mass scale Opportunity to disrupt NEST and privacy search queries Why did we pick these platforms?
  39. 39. Performance Measuring success How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 40
  40. 40. Attribution model % conversion email facebook pr twitter website Google search 30% 11% 13% 7% 15% 24% How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 42
  41. 41. Coverage: 59 original posts How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 43
  42. 42. How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 44 44 Final 6 days: $14,742 Optimized conversion
  43. 43. Friends, family Final push & press How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 45 45 $72,198 144% funded Holidays/Ne w Years
  44. 44. CROWDFUNDING TRENDS CROWDFUNDING 101 MARKETING PLAYBOOK CASE STUDY: BIRDI BREAKOUTS How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 46
  45. 45. Time to make stuff How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 47
  46. 46. Brief groups • Groups briefed on mock product specs, launch objectives, target audience & budget • Teams given playbook & deliverable guidance Group Exercise  Create top-line marketing/launch plan (owned, paid, earned) Group Presentations • Each group has 5 minutes to present their product launch plan and budget allocation How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 48 5 mins 30 mins 30 mins
  47. 47. PRESENTATION OUTLINE 1. Product overview, target audience and budget 2. What crowdfunding platform would you use? 3. Perks- what are they 4. Activation plan: channels and marketing activities How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 49 • Owned • Paid • Earned 5. Media/PR plan
  48. 48. I believe in sharing what we learn with others and hope you found this insightful. Questions? Tweet @jaeselle How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 50
  49. 49. THANK YOU. Jess Seilheimer @jaeselle jaeselle.com How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 51
  50. 50. References  Indiegogo Field Guide: http://landing.indiegogo.com/iggfieldguide/  Indiegogo lab: http://slidesha.re/1uwj2wu  Forbes: http://www.forbes.com/sites/yec/2014/05/27/three-crowdfunding-trends-entrepreneurs-shouldnt-ignore/  Geekwire: http://www.geekwire.com/2014/future-crowdfunding-3-important-trends-watch/  Entrepreneur: http://www.entrepreneur.com/article/232301  All images sourced via Getty How to Launch a Product on a Crowdfunding Platform | Planningness 2014 | Jess Seilheimer | @jaeselle 52

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