You have a product and you don't know "what's next"
I get that question a lot. In e-commerce, the chicken usually comes before the egg. To set yourself up for success, you have to make sure the market wants what you’re selling, otherwise, you might be taking a gamble that may not pay off.
We help you take the guesswork and risk out of the product launch process by helping you get sales first through a pre-sell campaign, then delivering the product.
We specialize in physical products and have launched products in wearables, tech, publishing, fashion, and design. If your product serves a need in someone’s life, we can sell it.
Our Origin Story
"Why does the customer need YOU?"
- sarah blakely, founder of spanx
“I’ve got this great idea” — it’s a product that helps you lose weight through cold temperature therapy.
At first, I was really skeptical when the founder of my first crowdfunding project told me about the prototype he was developing.
What I noticed though, is how his face lit up when he was talking about it.
So many entrepreneurs get an idea… Some even develop that idea… Then go to launch without first talking to the market to “validate it”.
At this point he was months into the development and design of his product.
He was lacking the investment needed to bring it to market.
“Have you heard of Kickstarter before?” he asked.
“Yes, of course” — just because I’d heard of it doesn’t mean I understood what it was or how to properly use it to launch a product.
We developed a friendship that led to us working on launching the project together.
Chris Prendergast, founder of jamstack
That first launch, we made all of the mistakes in the book.
When we did launch, we raised a whopping $16,710 from a $50K goal. We didn’t even have enough for tooling.
That was a slap in the face.
But, the founder knew in his gut that this is a product people wanted.
We decided to take a closer look at why the launch failed.
Turns out, we’d botched the strategy in marketing the product.
That’s a big lesson. There are many factors that go into whether your launch succeeds or fails, and it’s not always about having a bad product.
Rule #1 of Crowdfunding: Popularity Algorithm
Launching a product on Kickstarter or Indiegogo has a massive advantage. Since launching in 2007/2008, these platforms have allowed entrepreneurs and business owners to raise BILLIONS from people all over the world to fund their projects.
They’ve single handedly allowed companies like Best Self Co, Purple, Exploding Kittens, and other multi-million dollar companies to start.
And their power is in their community.
When done properly, your product can get discovered by thousands of people around the world by being successful on a crowdfunding platform.
Going back to that first epic failure -- why did we fail?
Because we didn’t understand how to tap into the crowdfunding community.
manesh sethi, pavlok.com
We literally launched and expected the platform to give us a handout.
Boy… We were wrong.
Here’s how you’re supposed to use their algorithm.
Kickstarter and Indiegogo take 5% from every sale on their platform as a ‘matchmaking fee’. These platforms care about 1. User experience and 2. Making money.
So, the way to rank on their platform and get “free traffic” from them, is to prove to the platform when you launch, your project is popular and making money.
This means you need to bring in your own momentum before the platform starts to give you more fuel.
It all starts with having an audience of qualified buyers ready to buy your product when you go live.
^ Not understanding any of that, that’s why we failed.
Fast track 4 months later, we launched the same product again.
This time, with a qualified audience in check, we ended raising $598K.
Since that turnaround time, I started working with other product owners to launch products.
My next one raised $342K...
And then $200K…
The rest is history.
Now, since 2015 we’ve worked with dozens of entrepreneurs launching products from wearables, fashion, design, tech, and more.
Over the years, we’ve developed a system that works. It took a lot of work, but here’s the basic step-by-step process we follow.
Get clear on why a customer needs your product:
The first step is to get clear on what your product does, who your customer avatar is, and exactly how it benefits your customer.
Build a waitlist of qualified buyers:
Once you’ve narrowed down who will benefit the most from your product and why, next you need to build a qualified audience of buyers ready and excited to pre-order your product.
Launch and hit your goal in the first day:
Launch strong so you hit your goal in the first 24-36 hours of launch. This is so the popularity algorithm on the platform picks you up and starts feeding you free traffic.
Keep the momentum going:
After you’ve successfully hit your goal in the first 24-36 hours, focus on selling as much as possible in pre-orders before your campaign ends. We also have a system in place to make sure you’re constantly able to take orders… Even after your campaign ends.
A lot of people really want to turn their idea into a product, but they don't have the time, ability, or patience to do it on their own.
We solve that problem.
After consulting with existing and new brands for the first year, I’d maxed out my capacity and wanted to help more people get the results I was getting.
What’s really cool, is how excited I am about this company and who we work with. Not just because it’s making money and we’re getting real results…
But it’s that we’re creating real value for real people through the products we help co-create.
We do that -- a lot of people really want to turn their idea into a product, but they don’t have the time, ability, or patience to do it on their own. We solve their problem.
And even better, we solve their problem in a way that’s easier and more effective than trying to figure it out on your own.
Now we offer two main ways to work together:
- Launch, our “done for you” white-glove, program. We do all the heavy lifting for you. We designed this one-stop solution for the busy entrepreneur
- Product Launchpad, our “done with you” guided launch program
As I write this, it’s been over 4 years, dozens of products launched, and I can’t wait to see where we go from here.
Founder, Lead Strategist, Khierstyn.com