Grow Campaign
-
Upload
nina-park -
Category
Small Business & Entrepreneurship
-
view
93 -
download
0
Transcript of Grow Campaign
![Page 1: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/1.jpg)
Kickstarter Campaign Plan Summer 2014
![Page 2: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/2.jpg)
PREPRODUCTION Where we’re at right now, what our long term goal is, and
short term goals to be completed before campaign launch
![Page 3: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/3.jpg)
General KS Info (aka things that are good to know)
• Most funding comes in the first and last
48 hours
• Budget for 10%-12% of KS/Amazon fees
• Depending on our exact situation, KS
money may be taxable
• If someone gives the wrong billing info,
Amazon will still charge us
![Page 4: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/4.jpg)
Our Goal
• Become successfully funded on
Kickstarter
• This presentation roughly outlines how
we will achieve that and things we
need to consider
![Page 5: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/5.jpg)
Our Current Situation
• Grow is a 2013 Tabletop Deathmatch
finalist and 2014 IndieCade@E3
selection
– We have received some media attention
because of this
• This attention means nothing if we
cannot translate it into backers
![Page 6: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/6.jpg)
Preproduction Goals - Business
• Set up the business side of the
company
– Create a company bank account
– Link bank account with KS account
– Create contracts for all parties involved
![Page 7: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/7.jpg)
Preproduction Goals- Manufacturing
• Finalize Manufacturing
Estimates
– Plastic molds
– Plastic pieces
– Wooden pieces
– Cardboard box
– Wooden Box
– Wooden die
– Rulebook
– Labor and assembly
![Page 8: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/8.jpg)
Preproduction Goals - Shipping
• Finalize Shipping
Estimates
– U.S. Domestic
– International
– How much will the
plastic version
weigh?
– How much will the
wooden collector’s
edition weigh?
![Page 9: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/9.jpg)
Preproduction Goals - Pricing
• Pricing and Reward Tiers
– Early bird specials help to bring in backers at
the beginning. Increases our probability of
being on the Popular page
– Do we want extra goodies at certain tiers?
• How much will those cost to manufacture
– Do we want a small reward tier? (i.e. not a
copy of the game)
• Give someone a game piece but not the whole
game?
![Page 10: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/10.jpg)
Preproduction Goals – KS Graphics
• Gather ref for graphic designer. Look at other KS
• What we need – Title image
– Headers for different sections
– Rendering of the cardboard box
– Cost breakdown graphic
– Stretch goals graphic (lowest priority as stretch goals not revealed at the beginning of campaign)
– 3D mockup of Grow
– Will need PNGs and original AI files in case minor edits are needed
![Page 11: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/11.jpg)
Preproduction Goals - Video
• 4 -5 min max
• What is the game about? Why should I buy it? What is our elevator pitch?
• Team is cross country, do we want to elect 1 spokesperson?
• Finalize script – Figure out a tone of voice for
us/the video
• Find equipment – Ask friends/school for help
• Footage of people playing the game
![Page 12: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/12.jpg)
PRODUCTION PHASE Promoting the campaign while it runs
![Page 13: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/13.jpg)
Promoting at Cons
• Hopefully will help us fight the mid-campaign slump
• Will allow us to interact w/ potential and current fans
• Gen Con – Need to confirm table,
passes, and hotel
• PAX – May be at w/ Indie
Megabooth
– Need to confirm table, passes
– Look into hotels in case we get in
![Page 14: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/14.jpg)
Contacting Press
• Do early in the week and at the beginning of the day
• Contact all sites at same time so our story is not old news when we reach out to someone
• A good template to start with – http://www.indiegamegirl.
com/press-release-template/
• Work with our strengths. Grow gifs/photographs beautifully.
![Page 15: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/15.jpg)
Who to Contact?
• In general – Look for a specific editor that
enjoys indie games/board games
– Set up a doc with their info (site, email, twitter handle, notes on what they like)
• Large news sites (mainly digital oriented tho) – Kotaku, Polygon, Destructoid,
etc
• Indie specific sites – Can potentially gain their
attention by saying we are an IndieCade selection
– Indiegames.com, armlessoctopus, etc
![Page 16: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/16.jpg)
Times We Should Send Out a
Press Release
• Campaign Launch
• If we are a staff pick (maybe)
• Announcing we are at cons
• Fully funded
• Hitting a major milestone, e.g. 1,000
backers (maybe)
![Page 17: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/17.jpg)
Kickstarter Updates
• An update every 2-4
days
• Can discuss con
presence and invite
backers/potential
backers out to play
• Can also release
stretch goals once
approx. 50% funded
![Page 18: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/18.jpg)
Reaching Out to Others
• Contact family/friends to help get the word out
• Maintain social media accounts to keep followers up to date/potentially allow a dialogue w/ fans
![Page 19: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/19.jpg)
POSTPRODUCTION What to do if we succeed and what to do if we don’t
![Page 20: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/20.jpg)
If We Do Succeed
• Keep in contact w/ backers, don’t just drop off the map – Updates on how production is
• Write up a postmortem on Gamasutra blog that explains success. Will potentially get a bit more coverage
• Far in the future, we could potentially take Grow to a publisher, using the successful KS as proof that there is a demand for it
![Page 21: Grow Campaign](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a499d71a28ab66758b467b/html5/thumbnails/21.jpg)
If We Don’t Succeed
• It’s not the end of the world, we can easily relaunch
• You can still contact backers on a failed KS via updates (i.e. let them know when you are relaunching through an update)