Make sure your crowdfunding campaign is ready before launch.
Copyright © SeedingFactory 2013
You can explain what you do in less than 30 seconds.
Provides value to users
The product brings immediate benefit to users: it either solves a problem, entertains, or make them look like stars amongst their peers. And it's more than a
: it's been validated through various public events, feedback sessions and market tests.
You're not presenting an idea or a concept, you're presenting the results of long hard work, a product that everyone can use.
Imminent peril or success
Because of new circumstances, the project can be very soon a success or a failure... unless the community backs! If this cannot be the case, DO FIND a massive conference or event you can rattach the campaign to initiate the buzz.
Here are good reasons why your projects wows people: The project impact is huge, millions of people are reached, it's ambitious & bold, with a difficult problem to solve. Plus the solution is elegant & smart!
Sense of Novelty
Because of patents, unique set of features, or team, nobody else has publicly offered the same product in the way you do before. It's
to be a small player amongst the big guys; what's more important is to be a small player that does something nobody else is doing.
Not just incremental features
It's about proposing a whole new world, and new way of seeing what we have around us.
Name is memorable.
Arts & Culture
If you chose Kickstarter, your project has arts and design DNA in it.
You want to champion your project
You are ready to put your personal name on a public video, in blogs, social media, and Facebook, and claim it. You are ready to put any amount of time, if necessary.
Blog and press coverage
You have a well-designed press kits (pitch, images, and other media). You have co-ordinated so that 50 blogs, reviewers and press get the information about the campaign, and at least 10 of them will publish articles on launch day
At least 3 very important personalities (thinkers, heads of organizations, opinion leaders) will also champion the campaign
500 first contributors
You have a list of 500 friends with their email who will probably contribute on first day (at least 10% contributing)
You have a landing page or website with a link to the kickstarter, and sharing buttons.
You are a member of at least one well-knit community with each member which will not hesitate to contribute and share the campaign (think a local artist group, an active online forum, a startup accelerator). Moreover, you also know and participate in 5 strong forums/blogs/fb groups that will back the project
Long haul marketing plan
After the initial buzz dies down after a few days, you should be ready to post links, videos, and blog posts.
Established presence on Facebook
You have more than 550 fans on the project's facebook page, all acquired organically.
Most of your posts get many likes, retweets and positive comments. You are also mentioned often on Twitter.
Access to mailing-lists
You can access to 1000+ members mailing-lists, from friendly organizations
Tease the release
Be a tease on social networks about the imminent release of your campaign, at least two weeks before the beginning of the campaign.
Reach out to facebook groups and pages
You are a member of 10 facebook groups and have an open relation with owners of popular facebook pages
PLATFORM, PERKS, GOAL
You understand your financial risk
You have calculated costs of perks, fulfillment, taxes, as well as business costs when setting your goal.
Check out the crowdfunding calculator
You have a good reason to choose the crowdfunding platform: kickstarter, indiegogo or a self-hosted version.
You, and your team have contributed at least twice to a few past campaigns, so you understand the dynamics of crowdfunding, and so visitors will also understand that you gave back to the community.
There are between 5 to 10 perks, ranging from acknowledgement, product, or experience
Each perk is unique and compelling
When they will get it, it has great value and they will boast about it on Facebook.
The campaign lasts between 31 days (ideal) and up to 40 (max) days. It should finish on a friday, weekend or end of the month (think payday)
The best day for launch is a Monday noon or Sunday. Take the day off!
You have verified your email (bank account verification)
20% of the goal can be funded from your Friends&Family network, and you are also 100% sure that you can reach the goal. It's much better to succeed and oversubscribe 10x or 100x, instead of failing and loosing public support.
The text is not just one big block of filler text. It's lively, clear, loaded with interesting info and graphics. Each word counts and pushes the reader to read further
Uncluttered product and service information.
Information is scannable and images are easily viewable.
If you sell a gadget, photographs are on the page, demonstrating it's real.
Clear call to action
It's very clear what you ask from readers. There shouldn't be secondary goals, such as joining a social network or other. It should be just about giving money to the project to make it happen
Content is written with common language
that users easily understand. Especially true for technical projects. Check with e.g.:
Graphic style, text, video are consistent across the whole campaign: video, text, perks.
Content is scannable.
There are short paragraphs, descriptive headings, lists and images. Visual content is used when appropriate, instead of large amounts of text.
The video shows the product in action with its uniqueness
Fun or Sexy
The music, audio, graphics, script, editing all make this video sexy
There is a strong impact thanks to the sound & visual immersion, added by strong editing
You add your human element to the video (such as laughs, winks, being helpful, warm) almost as if you are trying to "charm" the love of your life
Project is credible
Credible references, location, photos of product development, and images of real people are displayed on the video. Also graphics are professionally designed.
Strong 2.30 min
The video is under 2.30 minutes, like a movie trailer, unless you have a very strong reason to make it longer. It also has a strong beginning and end.
Images and graphics are relevant and meaningful.
There are no unrelated stock photos. Photos are high-quality. Audio is clear. You add clever titles or animations to each shot to add rhytm to the video
You use annotations to add links to the campaign
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