The document outlines the crowdfunding journey of Erick Mott, detailing key milestones from product ideation to launch on platforms like Kickstarter and Indiegogo. It emphasizes the importance of community engagement, effective storytelling, and flexibility in campaign execution while sharing challenges faced along the way. Key insights include the necessity for commitment to success and the value of expert guidance and feedback.

1. CrowdConf 2012: From Ideation to Exit
CAPITAL
Crowdfunding Case Study
Erick Mott
A creator (like you)
@creatorbase #crowdconf

2. Introduction
community creators 1st product
creatorstand.com
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3. The Journey: Ideation & BAMs
BAM = Big Action Moment
1980’s: Created CopyGrip in college; committed – BAM #1
2002: Updated the product; secured a patent – BAM #2
May 2012: Auditioned for ABC Shark Tank – BAM #3
July 2012: Created the new creatorstand brand – BAM #4
August 2012: Tried Kickstarter; leveraged Indiegogo – BAM #5
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4. Notable BAM$
BAM #3 BAM #4 BAM #5
Inspired by Created and committed Chose the best
ABC Shark Tank to a new product brand crowdfunding
platform for us
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5. Campaign Prep
• Experienced and read crowdfunding best practices
• Researched successful consumer product campaigns
• Clarified key objectives for the campaign/content
• Reached out to key people (core team & some funders)
• Recorded and edited the video (ours was not so good)
• Posted content … (with ongoing tweaks)
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6. Time to “Make a Stand”
1 Create urgency
2 Share our brand & backstory
3 Minimize risks for everyone
4 Stimulate feedback
5 Learn & tweak
6 Secure preorders & support
7 Receive cash from Indiegogo
8 Manufacture & ship …
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7. Now, Create a Successful Business
1 Create urgency
2 Share our brand & backstory
3 Minimize risks for everyone
4 Stimulate feedback
5 Learn & tweak
6 Secure preorders & support
7 Receive cash from Indiegogo
8 Manufacture & ship
9 Market validation?
10 Scale operation & success?
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8. Challenges
• Explaining to your boss and wife that you’re a creator
outside of work (too) and want to crowdfund an idea
• Crafting a campaign that moves people to fund and share
• Overcoming the fear of asking for help/money via social
media; engaging colleagues, friends and family via social
• Executing a successful campaign with limited resources
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9. Key Insights
• Use a flexible, open platform that doesn’t filter ideas
• Rely on experts to help with preparation and execution
• Focus on storytelling and meaningful engagement with
video, email and social media; don’t skimp
• Be agile and ready to pivot based on feedback and lack of
• Fully commit to campaign success – prior, during & after
• Everyone should support crowdfunding
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10. Q&A
creatorbase.com
Indiegogo.com/creatorstand
creatorstand.com
220 Park Road, Box 117636, Burlingame, CA 94010
erick.mott@gmail.com
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