Harebrained Scheme's Joradan Weisman walks through the do's and don'ts of crowdfunding your project through to completion.

1. Crowdfunding in
27 Easy Steps

2. HELLO
I’m Jordan Weisman
CEO Harebrained Schemes
www.harebrained-schemes.com
@webeharebrained

3. Vision, Clarity, & Confidence
Don’t shoot for the stars if you’re only trying
to get over the hedge.

4. Vision, Clarity, and Confidence
✘ INSPIRE the audience with your VISION
✘ ILLUSTRATE your VISION with CLARITY
✘ BUILD CONFIDENCE that you can realize your Vision

5. Know What You’re Building
Don’t go into this half-cocked.
+ =

6. Know What You’re Building
✘ Research
✗ Have you done this before?
✗ Have you researched others who have?
✘ Budget Development Carefully
✗ No going back to “the well”
✗ Your reputation is on the line
✘ Budget Publishing Carefully
✗ Marketing & PR
✗ Distribution Costs

7. People will only “invest”
in your vision
AFTER YOU
have invested in it.

8. Campaign Planning
Study those that have gone before
+ =+

9. Campaign Planning
Research Similar Crowdfunding Projects
✘ What funding ranges worked?
✘ What reward prices worked?
✗ Graph the revenue per price point
✘ What reward items / content worked?
✘ What social missions worked?
✘ What social rewards worked?

10. Campaign Planning
Understanding Cost Of Goods
✘ Digital Distribution
✗ PC - Costs of fulfilment
✗ Mobile - Watch out for iOS costs
✘ Design and Sourcing
✗ Everything you do takes time away from your Game
✘ COG Challenges
✗ Low volume manufacturing = high unit costs
✗ More reward items = lower production per item

11. Three Horsemen of the
Crowdfunding Apocalypse
Picking, Packing, & Shipping

12. The Pitch
KISS
Keep Is Simple (or you're the one that is) Stupid
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13. The Pitch
Vision, Clarity, & Confidence
✘ Hierarchy of Information
✗ Video
✗ Graphics
✗ Text
✗ FAQ
✘ Video should be Professional but PERSONAL
✗ Don’t overproduce it.

14. The Arc of a Campaign
This isn’t a sprint - it’s a Marathon
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15. First 48
Hours
Last 48
Hours
26 days of hell33%
47%
20%

16. The First 48 Hours
You Must Open with a BANG
✘ You need to BUILD an audience BEFORE launching
✗ Go live where they live - they need to know you
✗ Share with them your vision beforehand
✗ Get them psyched to be there on day one
✘ You need to MARKET your Crowdfunding
✗ Use Social Media Missions to spread the word
✗ Network with other Crowdfunders, Press, & Platforms

17. The 26 Days of Hell
Keep the Energy UP
✘ Connect with the audience
✗ Answer questions - promptly
✗ Say thank you - personally
✗ Participate in the dialog - constantly
✘ Schedule exciting new updates - Regularly
✘ Create activities to keep the audience engaged

18. The Fourth
Horsemen of the
Crowdfunding
Apocalypse
STRETCH GOALS

19. The Last 48 Hours
Amp UP the Energy
✘ Kickstarter’s 48 Hour Email
✘ Hold something EXCITING to be revealed
✘ Now it's a SPRINT - go to FULL COURT PRESS

20. The Costs of Crowdfunding
There is no such thing as FREE MONEY
+ =

21. The Costs of Crowdfunding
✘ Platform & Credit Card = 10%
✘ COGs & The Three Horsemen = 15 to 20%
✘ Community Management
✗ During Campaign
✗ During Development
✘ Taxes
✘ Early adopters Already Bought

22. THANKS
Jordan Weisman
CEO Harebrained Schemes
www.harebrained-schemes.com
@webeharebrained