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The Ultimate Kickstarter Checklist: From Idea to Funded Campaign
02.10.2024
Launching your first Kickstarter campaign is an exhilarating journey that can propel your innovative idea into reality. In the famous words of Buzz Lightyear, “To infinity and beyond!”
However, the path from concept to funded project is paved with challenges and crucial decisions. That’s why we’ve created this comprehensive Kickstarter checklist, drawing on our extensive experience as a crowdfunding marketing agency and insights from our in-house experts.
Make Your Project The Next 7-Digit Crowdfunding Campaign
In this guide, we’ll take you through every stage of your crowdfunding journey, from pre-launch preparation to post-campaign success. Whether you’re a first-time creator or looking to refine your crowdfunding strategy, this checklist will help you navigate the complexities of Kickstarter and set you up for success.
Pre-Launch: Laying the Foundation for Success
1. Market Research and Idea Validation
Before diving into campaign creation, it’s crucial to understand your market and validate your idea. But first, here’s a joke for you:
Q: Why did the crowdfunding campaign for a time machine fail?
A: They couldn’t find any future backers! 🤣
“In crowdfunding, your decisions can either make or break your campaign. In the initial stage of a crowdfunding campaign, campaigners make many important decisions as they research their target audience, competition, and pricing to build a strategy that works.
Well-thought-out research can help you make informed decisions, develop effective strategies, and ultimately achieve success in your campaigns.
Prelaunch takes this to the next level since it provides data-driven insights on your specific target audience, helping you conduct market research and gather pricing data specifically for your product.” – Mushegh Hakobyan, TCF Crowdfunding Project Manager.
Comprehensive Market Research
Market research is essential to your KS success. And even though it’s a lot to squeeze into one section of an article, we’ll give you the headlines. For a more detailed outlay of how to conduct market research, read this article.
Identify your target audience
Create detailed buyer personas
Analyze demographics, psychographics, and behavior patterns
Conduct one-on-one interviews with potential backers
Pro tip: The best way to conduct comprehensive market research is to use a comprehensive concept validation platform (i.e. one-stop-shopping) like Prelaunch. It’s one of the best places to test your idea, clearly define your audience, gather customer insights, conduct in-depth interviews, and cluster all that data together in one dashboard so you can focus on what matters most – making the best decisions for your product’s success.
Include a compelling product description and email sign-up form
Track visitor-to-signup conversion rates
Use pre-campaign testing platforms
Prelaunch.com: Test product concepts and gather feedback both via landing page analytics as well as interviews, surveys and focus groups.
Engage with online communities
Join relevant subreddits, Facebook groups, and forums
Share your concept and gather feedback
Be active and provide value to the community beyond just promoting your idea
Prototype testing
Create a minimum viable product (MVP)
Offer beta testing to early supporters
Gather and analyze user feedback systematically
2. Build Your Prototype
A working prototype is essential for demonstrating your product’s viability and attracting backers. It will also come in handy when you develop marketing materials like tutorials, demos and other visuals. Remember, realy photos always invoke more trust than rendered images. This is something TCF always preaches when we work with creators.
Just don’t be like that one creator who tried to crowdfund a “Silent Blender.” Their prototype worked perfectly – it made no noise because it didn’t blend anything! Needless to say, their smoothie dreams got a bit… chunky.
Start with a basic prototype
Use rapid prototyping techniques like paper prototypes or digital mockups
Focus on core functionality rather than aesthetics at this stage
Iterate based on feedback
Implement a systematic feedback collection process
Prioritize improvements based on user impact and feasibility
Document each iteration for potential use in your campaign story
Leverage 3D printing for physical products
Use services like Shapeways or Sculpteo if you don’t have access to a 3D printer
Create multiple versions to showcase color options or feature variations
Create a compelling prototype journey
Document the evolution of your prototype with photos and videos
Share behind-the-scenes content to build authenticity and trust
Consider creating a time-lapse video of your prototyping process for your campaign page
3. Assemble Your Team
Successful campaigns often have a dedicated team behind them. At TCF, we call this the dream team. In fact, we’re proud to be able to allocate one dedicated team for each project we take on. Based on our experience, here’s a deeper look at some key roles we recommend you cover if you’re not outsourcing to an agency:
Project Manager
Oversees the entire campaign process
Ensures all tasks are completed on time
Coordinates between team members and external partners
Marketing Specialist
Develops and implements the marketing strategy
Manages social media campaigns and ad spend
Analyzes campaign performance and adjusts tactics accordingly
Content Creator
Produces compelling copy for the campaign page, updates, and marketing materials
Creates or oversees the creation of images and videos
Ensures consistency in messaging and brand voice across all platforms
Community Manager
Engages with potential backers across various platforms
Responds to comments and questions promptly
Builds and nurtures relationships with influencers and media contacts
Fulfillment Coordinator
Plans the logistics of reward fulfillment
Researches and liaises with manufacturers and shipping partners
Develops a timeline for production and delivery post-campaign
At TCF, we believe success in crowdfunding starts with assembling a strong team that drives the campaign forward. At the very least, your team should include a project manager, designer, digital advertiser, and copywriter.
The project manager oversees all campaign aspects, from developing the launch strategy to meeting deadlines and coordinating team members. A digital advertiser is essential for reaching the right audience through targeted ads, while designers create visuals and campaign page that resonate with your target audience and introduce the product in the most compelling way. The copywriter ensures your campaign message and email marketing align with your brand and appeal to your audience.
Early in the campaign, the efforts of this core team help generate a crucial initial wave of support, creating momentum as the campaign launches.
To 10x your success, expand your team to include specialists in social media, influencer marketing, public relations, content creation, and sales. Assigning clear roles in these areas allows your team to scale more effectively than a smaller group could manage alone.
Collaboration and communication are essential for the team to work efficiently. Regular check-ins, whether daily stand-ups or weekly meetings, keep the team aligned on progress, address any challenges, and adjust the campaign strategy as needed.
Finally, the most effective teams are adaptable and data-driven. As the campaign progresses, analyze metrics like backer engagement, conversion rates, and traffic sources to fine-tune your approach. Flexibility is key—unforeseen challenges, such as production delays or backer inquiries, often arise in crowdfunding. A team that can quickly pivot to address these issues will build trust with backers and boost the chances of meeting or exceeding your funding goals.
4. Develop Your Pricing Strategy
Pricing is another critical point that can make or break your campaign. Here’s how to approach it:
Remember, if you price your revolutionary “Cat Translator” too high, you might only attract customers with 9 lives to spare. On the flip side, price it too low, and you’ll be stuck listening to Mrs. Whiskers complain about her dinner being 3 minutes late for eternity. Finding that purr-fect price point is key!
Calculate production costs
Factor in materials, labor, overhead, and shipping
Consider economies of scale for different production volumes
Include a buffer for unexpected costs (typically 10-20%)
Analyze competitor pricing
Create a pricing matrix of similar products
Identify where your product fits in terms of features and quality
Determine if you want to compete on price or differentiate based on value
Assess perceived value
Conduct surveys to gauge what potential backers would be
Assess perceived value
Conduct surveys to gauge what potential backers would be willing to pay
Consider the unique features or benefits that justify your price point
Factor in the “early adopter” premium for innovative products
Implement psychological pricing techniques
Use charm pricing (e.g., $99 instead of $100)
Create a sense of exclusivity with limited early-bird tiers
Offer bundles or add-ons to increase average pledge amount
Plan your reward tiers strategically
Offer a low-cost tier for supporters (e.g., $5 for a thank you)
Create a “sweet spot” tier that offers the best value for most backers
Include premium tiers for super fans or businesses (e.g., bulk orders)
5. Build Your Community
A strong community is the backbone of a successful campaign. Here’s how to cultivate one:
Include an engaging signup form with a strong call-to-action
Offer an incentive for signing up (e.g., early-bird access, exclusive content)
Leverage social media platforms
Choose platforms where your target audience is most active
Create a content calendar for consistent posting
Use a mix of content types: product teasers, behind-the-scenes, user-generated content
Engage with followers by responding to comments and running polls or Q&As
Join and contribute to relevant online communities
Identify forums, subreddits, and Facebook groups in your niche
Provide value by sharing expertise, not just promoting your product
Build relationships with influential community members
Share your journey and ask for feedback on your idea
Host virtual or in-person events
Organize webinars or live Q&A sessions
Participate in relevant trade shows or meetups
Consider hosting a pre-launch party for local supporters
Implement an email marketing strategy
Segment your list based on engagement and interests
Create a drip campaign to nurture leads up to launch day
Personalize emails to increase open and click-through rates
Case Study: YASHICA Vision’s Community-Building Strategy
YASHICA, a legacy brand in photography, partnered with The Crowdfunding Formula (TCF) to launch their first night vision device, YASHICA Vision, on Kickstarter.
Challenge
Build a engaged community to support the crowdfunding campaign and drive sales.
Strategy
1. Two-Step Lead Generation
Step 1: Capture general interest through subscriptions
Step 2: Convert engaged subscribers to VIPs with a small reservation fee
2. Personalized Email Marketing
Segmented subscribers and VIPs
Tailored content: Product-specific for subscribers, insights for VIPs
Achieved 60-80% open rates and 5-12% click-through rates
3. Dedicated Social Media Presence
Created a separate account for YASHICA Vision
Focused on night vision technology discussions
4. Transparent Communication
Introduced team members through videos
CEO and marketing manager created personal introductions
Addressed community concerns directly
5. Backer Engagement
Conducted surveys with incentives (free SD card reader)
Created FAQ videos based on common inquiries
Results
Secured over $300,000 in contributions within the first 3-4 days
Attracted 1500+ backers by day 8
Achieved over $1 million in total funding
Key Takeaway
By fostering a sense of community through personalized communication, transparency, and active engagement, YASHICA successfully built trust and enthusiasm around their product, driving significant support for their crowdfunding campaign.
6. Create Your Campaign Page
Your campaign page is your pitch to potential backers. Here’s how to make it compelling:
Craft a captivating campaign video
Keep it under 2 minutes for optimal engagement
Start with a hook in the first 5-10 seconds
Clearly explain the problem your product solves
Showcase your prototype in action
Include testimonials if available
End with a strong call-to-action
Design high-quality images and GIFs
Use professional photography or high-quality renderings
Create infographics to explain complex features
Show your product in various use cases
Include lifestyle images to help backers envision using your product
Write clear, concise copy
Start with a compelling headline that summarizes your value proposition
Use short paragraphs and bullet points for easy scanning
Tell your story: What inspired you? Why are you passionate about this project?
Clearly outline the problem you’re solving and how your product does it
Address potential concerns or objections
Structure your reward tiers
Offer 5-8 tiers with a range of price points
Make each tier clearly differentiated and valuable
Consider early bird tiers to encourage early backing
Include estimated delivery dates for each tier
Create a comprehensive FAQ section
Anticipate questions about your product, shipping, timeline, etc.
Update this section as new questions arise during the campaign
Maga Ghazaryan, TCF Crowdfunding Campaign Manager, shares her top tips for crafting a compelling crowdfunding campaign page:
Focus on Key Benefits: Start by identifying your primary benefits and features. These should be the first things you communicate to your audience.
Address Pain Points: Keep your customer’s pain points in front of you and offer clear solutions. Your product should be the answer they’ve been looking for. Consistent Messaging: Define your positioning and stick to 1-2 main messages on the page. Too many different messages can confuse visitors. Save varied messaging for your advertising and other promotional channels.
Structured Information: Give a clear definition of your product in the first section. Then, list benefits and features in detail, starting with primary ones. Cover all topics your customers will want to learn about. Build Credibility: Add trust seals and credibility components throughout the page. Don’t hesitate to showcase media coverage, review videos, or anything else that builds trust. Even simple stats like ‘XXX+ backers’ or ‘Shipping worldwide’ can make a big difference. Streamline Perks: Keep your perk strategy clear and concise. Aim for up to 6 perks if possible. This makes it easier and quicker for backers to decide.
Include a mix of promotional and value-adding content
Schedule teasers and countdowns leading up to launch
Plan influencer partnerships
Identify influencers in your niche with engaged audiences
Reach out early to build relationships
Offer exclusive previews or samples of your product
Consider affiliate arrangements for ongoing promotion
Prepare cross-promotions
Connect with other creators in complementary niches
Plan joint live streams or social media takeovers
Offer bundle deals with compatible products
Develop press materials
Create a press kit with high-res images, product specs, and your story
Write a compelling press release
Prepare a list of targeted media contacts
Expert Insights from TCF: Innovative Marketing Tactics for Crowdfunding Campaigns
Based on our best practices, we’ve put together some cutting-edge strategies to elevate your crowdfunding campaign:
Leverage AI for Marketing Efficiency: Don’t neglect AI tools—make them work for you. Use AI for copywriting, content creation, or brainstorming overall marketing strategies. It can significantly cut down your time and provide fresh perspectives.
Pro Tip: Engage with ChatGPT to brainstorm ideas or even request a full marketing strategy for your campaign. This can jumpstart your planning process and offer innovative approaches you might not have considered.
Create Transparent, Non-Promotional Video Content: Craft unique, engaging video content that showcases your product in action. Use real-world scenarios or entertaining storytelling methods to demonstrate how your product solves problems in a creative way.
This approach builds trust and allows potential backers to envision the product in their own lives, increasing the likelihood of support.
Implement Augmented Reality (AR) Previews: For tangible products, offer an AR experience where potential backers can preview your product virtually using their phones. This adds a futuristic touch and lets them experience your product before it’s in their hands.
AR previews not only set your campaign apart but also increase engagement and confidence in the product, potentially boosting conversion rates.
By incorporating these innovative tactics, you can create a more immersive, trustworthy, and efficient crowdfunding campaign that resonates with modern backers.
Launch: Maximizing Your Campaign’s Potential
1. Kickoff with a Bang
Execute your launch announcement plan
Send your launch email to your entire list
Post across all social media channels
Activate any planned influencer partnerships
Submit your press release to relevant media outlets
Host a launch event
Consider a virtual livestream event to showcase your product
Invite early supporters, influencers, and media contacts
Do a live Q&A session to engage with potential backers
Leverage your network
Personally reach out to friends, family, and professional contacts
Provide them with easy-to-share content about your campaign
Here are a few pointers for how to make sure you achieve full fullfillment.
Strategic Deadline Communication: Set your communicated shipping deadline about a month later than your target. This buffer allows for unexpected delays while delighting backers with early delivery.
Utilize Pledge Management Tools: Leverage platforms like PledgeBox or BackerKit to streamline and organize your fulfillment process efficiently.
Clear Reward Structure: Ensure your rewards and items are clearly and correctly set up on Kickstarter. This foresight simplifies the creation of post-campaign surveys and smooths the fulfillment process.
Maintain Backer Communication: Provide regular updates to keep your backers informed. Encourage prompt survey completion to compile a comprehensive shipping list well before the delivery phase begins.
5. Leverage Your Success
Use your campaign’s success in pitches
Approach retailers with data on backer interest and sales
Leverage media coverage from your campaign in press kits
Use backer testimonials in your marketing materials
Consider partnerships or licensing deals
Explore collaborations with complementary brands
Look into licensing opportunities for your technology or design
Plan for the future
Start ideating on your next product or campaign
Survey your backers for ideas on what they’d like to see next
Begin building an ongoing business strategy beyond crowdfunding
Common Pitfalls to Avoid
Drawing from our extensive experience in crowdfunding, we’ve identified several key mistakes that project creators should be mindful of:
Underestimating Costs
Incorporating a financial buffer for unexpected expenses in your project is crucial. Emergencies or unforeseen costs can easily derail your budget if not accounted for. It’s important to factor in all fees, including those from the crowdfunding platform, payment processing, and applicable taxes, as these can significantly impact your overall budget if overlooked. Additionally, remember to account for marketing and fulfillment expenses, which are vital for reaching your audience and delivering your promised rewards.
Setting an Unrealistic Funding Goal
Before setting your funding goal, it’s important to calculate the true costs of bringing your project to life, covering all aspects from production to marketing and shipping. Also, consider the psychological impact of your funding goal. If set too high, it may deter potential backers; if set too low, it could indicate a lack of preparation and financial planning.
Neglecting Backer Communication
Develop a plan for consistent and regular updates throughout the campaign and fulfillment process; keeping your backers informed fosters trust and engagement. Be prepared to answer questions promptly and thoroughly, as effective communication can prevent misunderstandings and maintain backer satisfaction.
Promising Unrealistic Delivery Dates
Allocate extra time for potential delays, such as production setbacks or shipping issues, to avoid disappointing your backers. Be transparent about the entire production process and any potential challenges you may face. Honesty about timelines engenders trust.
Failing to Plan for Success
Have a strategy for exceeding your funding goal, as rapid success can bring challenges like increased demand and pressure. Be ready to scale up production if needed, which might involve negotiating with suppliers or seeking additional resources to meet the higher demand.
By keeping these common pitfalls in mind and planning accordingly, you can enhance your project’s chances of success and create a rewarding experience for both you and your backers.
Conclusion
Launching a successful Kickstarter campaign is a complex but rewarding process. By following this comprehensive checklist and leveraging expert insights, you’ll be well-equipped to turn your innovative idea into a funded reality. Remember, flexibility and authentic engagement are key to navigating the crowdfunding journey. With careful planning and persistent effort, you can join the ranks of successful Kickstarter creators.
Are you ready to launch your crowdfunding campaign? Our team of expert campaign managers at TCF is here to help you every step of the way. Contact us today to start your journey to crowdfunding success!
Alice Ananian
Alice has over 8 years experience as a strong communicator and creative thinker. She enjoys helping crowdfunding companies refine their branding, deepen their values, and reach their intended audiences through language.
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