This is a basic overview of the launch of the Leikr device on Kickstarter. Specifically focusing on some of the lessons learned during the funding process. I will make a point to go thru some of the specifics within my blog @ spikybear.com/blog

1. Leikr GPS Sports Watch
Ryan Krems - @kremsr
Business Development – Dolphin Browser
US Operations / Global Launch - Leikr

2. Overview
• Leikr
• Why Kickstarter?
• Media Outreach
• Pricing Strategy
• Continual Engagement
• Lessons Learned

3. Leikr GPS Sports Watch
• Industry Leading Display: 2” Color w/ Gorilla Glass
• Custom integrated GPS solution
• Connectivity (WLAN, BT 4.0, Ant+)
• Side loaded OpenStreet Maps
• Linux kernel, Qt UI Framework
• Custom workout plans
• Up to 24 hours battery life
• Target of waterproof level IPX-8
• Created by team of ex-Nokia engineers who created
multiple market leading mobile devices (selling over
80M globally)

4. 85,284 projects launched
$475M successful funding

5. • Raise money to fund next round of production
• Mechanism to obtain market exposure
• Gain valuable feedback from early adopters
Leikr Goals for Launch

7. Media Outreach
• Approach opinion leaders early in the development process
• Create several story lines for your product / team
• Research and tailor the message for each media outlet
• Make the time, and be super flexible to meet with journalists

8. G
I
Funding Progress
#1 Italian
newspaper
Danish
National
TV News
story
High activity,
End of funding
Slow period

9. Google Search Activity Level
G
I#1 Italian
newspaper
Danish
National
TV News
story
High activity,
End of funding
Slow period
• Keep the engagement level high throughout
• News cycle doesn’t continue by itself, it needs constant
attention
• When you take a break or have a life event, it is noticeable

10. Pricing Strategy
• Kickstarter pledges starting from $149 to $299
• Additional Tiers for special builds (including
early Beta)
• Tiered Pricing Approach
• Sweet spots for pledges
• A/B Testing Opportunities with set metrics (if
tier isn’t subscribed that says something about
market demand)

11. Continued Engagement
• 250 customer inquiries thru Kickstarter
• 250+ comments on product features
• Leikr team addressing big trends of concerns
from backers
• Constant communication with early
adopters, keep engagement high
• Valuable ideas and insights into new features
and market opportunities

12. Lessons Learned
• US bank account required for Kickstarter project funding
킥스타터 펀딩을 위해서는 미국 은행구좌 필요
• Set priority among funding, publicity, customer feedback then set goal level for success
펀딩/PR/피드백 중에서 제일 중요한 것을 고르고 거기에 맞게 목표를 잡아야
• Have a plan for the initial and final push, these are the best opportunity for highest
impact
킥스타터 초기와 마지막 푸쉬를 위한 계획 필요
• Timing is critical for market launch (be aware of other large events)
타이밍이 중요
• Don’t be afraid to ask for help
필요하다면 도움을 요청하기를 망설이지 말 것

13. Lessons Learned cont.
• Continual outreach and engagement; very apparent when you take a break
계속해서 커뮤니케이션 하기; 잠깐 떠나있을 때도 미리 알려놓기
• Create success criteria for A/B Testing
A/B테스팅의 성공 판단요건을 미리 정해두어야
• Kickstarter is a community, so openness and transparency are required
킥스타터 커뮤니티: 열린 마음과 투명성이 필요
• Kickstarter is only the start, continual updates and on-time delivery required
킥스타터 성공은 시작일 뿐, 지속적 업데이트와 정시 출시로 보답하기