Kickstarter manual (feb 2017) altos business group

Kickstarter:
Manual
(Step by Step)
www.altosbusiness.com
hpark@altosbusiness.com

New Venture Incubation Center September 2012Kickstarter Manual
Altos Business Group : Business Overview
Business
Consulting
Hardware
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Finance Services
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Services
Kickstarter Manual

New Venture Incubation Center September 2012
Kickstarter Camp 2016
Looper Tassel Bagel Labs
Specter Iofit Nunulo VR
Kickstarter Manual

Kickstarter Camp 2016
https://www.youtube.com/watch?v=NS7jpyU_VXY

Book! – Kickstarter Campaign
Available on
Feb. 15, 2016

Kickstarter Overview
• No. 1 Reward Crowdfunding Platform
• No of Projects Launched (2016) : 77,479
• No of Projects Funded (2016) : 25,180
• Total Fund Raised (2016): over $ 760 Million
• Total No. of Backers : 12 Million
• Kickstarter Advantages
 The Most Credible Crowd Funding Platform
 The Largest Backer Community
 The Best Marketing Platform for Startup

Kickstarter by Numbers
118,938

Why Kickstarter?
Market
Research
Low
Risk
Branding
Pre-sale
Event
Media
Exposure
Fandom
Kickstarter Manual
Initial
Funding
Social
Credibility
Sales
Channel
Building

Campaign Requirements
• Creative Idea
• Well Designed and Developed Prototype
• Story & Contents
• Capability for Manufacturing & Delivery
• Qualification (for Kickstarter Launching)
 Creator : 18+ Years Old US Citizen or Permanent Resident
 US Corporation
 US Bank Account
 US Address
 Credit Cards (VISA/MASTER)

Items Prohibited
 Nutritional Supplements & Medicine
 Energy Food & Drinks
 Charity or Political Fund Raising
 Fund My Life
 Weapons (Guns)
 Real Estate
 Financial Program
 Sexual Materials
 Alcohol, Drugs, Tobacco

Example

Successfully Funded Items (Korea)

Concept & Story Building
Pre-marketing
Video Production
Marketing / Promotion (real time)
Fulfillment / After Service
Registration
Kickstarter
Launching
Prototype
Process
6 Months

Product
 Should be working prototype !
 Product name, design, packaging
 Is it something interesting & New?
 What makes the product unique or different?
 What value does it offer for customers?
 Target market or audience?
 Consider mass production.
 Summarize the product in 20 seconds.

Kickstarter Categories

Short Project Description
• Create a concise project description
• Describe your project quickly
• Differentiate your project from others
• One sentence description
• Build a powerful phrase or sentence
• 135-character limit
• Clear message to your target audiences
• Examples :
“ Projectio: The tiny instagram projector”
“ Iva Jean: Bike Fashion for Women, Spring 2013”
“ Fresh!: A New Musical – Staged Reading in NYC”

Long Project Description/ Kickstarter Pitching
• Write as if you are talking to a friend
• Use conversational tone
• Use at least 3-4 sentences  Describe why you
want to make your project
• Describe the steps of your project and
milestones you hope to make
• Clearly define how your project is different
from others (Compelling Advantage)

Making a Compelling Video
• The most important marketing tool
• Well prepared scripts
• Clearly convey the primary goal of your campaign
• 2 ~ 3 minutes
• Make 4-5 video clips ( 30 second teaser)
• Finalize with professionals
• Video Editing Tools
• Do not make fantasy movie!

Video Contents
•Who are you?
• Why are you doing your campaign?
• Product Description & Features
• How will you use the fund?
• What rewards are you offering?
• How were key selling points presented?
• Keep the message simple.
• Focus on value you are creating.
• Ask for help and thank you message

Funding Goal
•Evaluate your potential reward levels
• 333 Rule
 33% from someone you know
 33% from someone your friends know
 33% from General public
 for foreign startups : 15/15/70 Rule
• Reverse Calculation
 Figure out how much you can raise from someone you know.
 Total Amount : X 3
•Were it a reasonable goal?
•Challenging but not too high

Creating Reward
• Reward is the engine behind the project
• Clearly Formatted
• Do the rewards offer enough value?
• Were the rewards unique and exclusive ?
• Tips
 Advanced or early access (Early Bird Special)
 Limited edition/Enhanced version (Premium Reward)
 Merchandise + Souvenirs
 Behind-the-scene photos, video, booklet
 Combined reward
 private party and event

COOLEST Cooler : Reward Structure
Price (# of
backers)
Rewards
$5 (1,078) Name on the creator’s Coolest cooler
$25 (311) Party cup & blended drink guide booklet
$55 (133) Everything below + a custom t-shirt
$165 (70) Early bird special: Coolest cooler complete set + booklet(S&H extra)
$185 (50,213) Regular bird special: Coolest cooler complete set + booklet (S&H extra)
$185 (7,063) For international backers ($100 extra for S&H)
$225 (2,455) Coolest set + booklet + party cup + t-shirt
$500 (31) Coolest set + two 30min interview sessions for anything backers want to talk about
$1750 (304) 10 Coolest set (S&H extra)
$2000 (8)
Creator will fly out to the backers and throw a party with Coolest coolers. He will make drinks
and cook food for the backers. Backers also get Coolest before anybody else
Kickstarter Manual

Schedule Setting
• Overall Project Schedule (6~8 Weeks)
• Setting the deadline
• For on-time delivery
• Process
 The total number of days/weeks/months each part requires
 Time constraints
 Estimate total time needed
 Set the start date  move forward
 Estimated delivery date
• Reward Date / Delivery Date
 Absolute finished product
 Extra

Building Project Home Page
• Domain registration
• Separate from Corporate home page
• Compelling headline
• Use arresting image
• Make & keep it simple
• Use 3rd party commentary
• Include extra video clip
• Features & functions in detail
• Behind story
• Vision & Philosophy

Kickstarter Landing Page
• Main key word : Short & easy to remember
• Description (1-2 Sentences)
• Who is going to benefit from using it?
• The story behind your product or idea
• Time line
• Why do you need Kickstarter (your excitement)?
• Team behind the product
• Reward Structure
• Main Video & Product pictures
• Testimonial of the first user.
• Legal Requirement (Risks & Challenges)

Kickstarter Sign-up & Registration

Ready to go!

Kickstarter Launch

Pre-marketing, Promotion, Preparation
• Creating mailing list (official & personal)
• Creating social media accounts
 Facebook
 Twitter
 Instagram
• Tech Media
• Website
• Power Blogger & Influencer Marketing
• Prepare PR & Media outreach
• More Video (Casual & Official) & Contents

Campaign Promotion I
• Launching your campaign
• Reaching 30% of funding goal within 48 hours
• First 3 days : Most important
 Engaging with and motivating the fan community
 Focus on building a fan group
• Contacting Potential Backers
 Sending personal e-mail
 Posting on Facebook
 Using a Facebook business page
 Tweeting about your campaign
 Posting your campaign video on video-sharing sites
• Tracking your backers

Campaign Promotion II
• Contacting your backers through Kickstarter
 Sending a message
 Posting updates
• Promoting your deadline
• Paying to promote your campaign
 Buying advertising on Facebook
 Purchasing other Internet or newspaper ads
 Using promotional events to drive backers to your campaign
• Managing with the Kickstarter App.
 Viewing and replying to message
 Seeing your account activity
 Posting project updates for your backers

Campaign Promotion III
• Outside the box marketing tools
• Additional video
• Radio spots
• Interview
• Power blogger
• Fundraising events
•Public speaking events (local meet-ups)
• Press! More press!
• Participating trade shows

Campaign Management
Keep the campaign alive!

Description Websites
Kickstarter Management
www.kistraq.com, www. Backerkit.com,
kickstarter.tumblr.com
Forums Crowd Funding Forum, Kickstarter Forum,
Community
Kickstarter Forum, Crowd Funding Hub,
Google Community
Learning from other
Kickstarter Stories
www.marshable.com,
www.huffingtonpost.com
Business Plan
www.dummies.com, www.sba.gov,
www.bplans.com
Copywriting
www.copyblogger.com,
www.visualthesaurus.com
Press Release
www.prsa.org, www.prweb.com,
www.apstlyebook.com
Pre-marketing Thunderclap.it, LaunchRock
Kickstarter Help Tools

Ending the campaign
• Handling a struggling or unsuccessful campaign
• Thanking your backers
• Building a community around the project
 Sustaining the community after your project end
 Fostering your community offline
• Post status constantly
• Product manufacturing
• Delivering rewards to your backers
 Downloading your backer report
 Surveying your backers
 Keeping up with Kickstarter

Key Success Factors
• Appealing Product
• Good Team (Communication Skill)
• Well Planned Strategy
• Marketing Contents
• Intensive Pre-marketing
• Practical Video
• Backer Group Management
• SNS & Perks
• Real Time Campaign Management
• Production & Delivery

Myth
• Design is everything!
• Drama will bring more backers!
• Marketing Agency will do everything for you!
• We can pay for tech media coverage.
• We will get the total funded amount.
• We get funded from random general public.
You can fail with good product but you can not
make successful campaign with bad product!
Kickstarter Manual

Final Thoughts
• 6 Months’ Plan – Short-term Project
• Be humble & Sincere
• Just Beginning !
• Always think about after Kickstarter
• Learning Process
• After all, it is a great challenge.
Kickstarter Manual

Kickstarter Manual
Altos Business Group
4340 Campus Dr. # 215
Newport Beach, CA 92660
www.altosbusiness.com
hpark@altosbusiness.com

Kickstarter manual (feb 2017) altos business group

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Kickstarter manual (feb 2017) altos business group