Launching on Kickstarter:Lessons Learned

BizDev.Global has helped launch products on both Kickstarter and Indiegogo. Here’s the video we created for one recent project: 

Test, Test, Test!

When the client first approached us, six months before the product was ready for Kickstarter, we tested the concept with 30 streaming TV users. Here’s what we learned: 

  • Customers loved the idea of making free over-the-air (OTA) television
    more convenient

  • The value proposition of combining OTA with streaming channels was compelling for most users

  • More than 60% of users spontaneously requested DVR functionality for the OTA broadcasts, without being prompted

Spontaneous Requests Count Double

That DVR request haunted the product team. They had considered adding DVR functionality, and talked to DVR technology suppliers, but ultimately decided that the cost and schedule impact was too high. 

This was a mistake. The product did not meet sales expectations, and the primary customer complaint was lack of any DVR features. BestBuy elected not to carry the product because it lacked DVR, despite initial enthusiasm.

Lessons Learned

The most important lesson was that when 60% of potential customers request a feature, without being prompted, pay attention! This is a Hot Button that you will hear over and over again when you start volume sales.

Two other major lessons learned were:

  1. The importance of promotion outside the Kickstarter platform (PR to media and blogs covering the target market). The client was very successful with their promotion campaigns.

  2. Constant communications with backers. Some backers are quick to condemn products when their questions are not answered promptly, and when the sponsor does not provide frequent updates. The more communication, the happier everybody will be.

 

Dave Millman