Table of Contents of Contents INTRODUCTION Key Benefits to Crowdfunding Independently CHAPTER 1: How...

Table of Contents INTRODUCTION

Key Benefits to Crowdfunding Independently

CHAPTER 1 How to Validate Your Crowdfunding Idea Prepare Your Pitch and Gage Find a MentorApply to an Accelerator ProgramAccelerate Feedback by Building a Landing Page Make Something

CHAPTER 2 Design for Manufacture and AssemblyBuild a Working Prototype bull Sketch itbull DIY Prototypebull 3D Printed bull Pro Tips for 3D Printing Prototypesbull Industrial Design + Manufacture and AssemblyDevelop CAD FilesCreating a Bill of Materials (BOM)

CHAPTER 3 How to Market Your Crowdfund from the Ground UpEnsure Your Website and Landing Pages Are Optimized and Trackedbull Got a Working Website Goodbull Get Analytics and Begin Trackingbull Google AnalyticsBuild Landing Pages That ConvertSocialbull Basic Accounts to Set-up For Your CrowdfundContent Strategy bull How to Start a Blog on Your WebsiteSearch Engine OptimizationDefine and Become Visible with InfluencersKeep Up Pre-CrowdfundSolving Paid Acquisitionbull Gather the Right Analyticsbull Tips to Get Started with Paid Ads and Acquisitionbull Update Landing Pages for Paid Ads

CHAPTER 4 Time to Launch Best Practices for Crowdfunding on Your Own WebsiteDifferences Between Celery Launch and Platform Crowdfunding How to Set-up Celery LaunchCelery Launch Best Tips and Practices

3

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IntroductionWersquore so happy yoursquove stumbled upon this eBook Having been part

of the ecosystem for the last few years wersquove seen our share of good

crowdfunds terrible crowdfunds and crowdfunds that redefined whatrsquos

possible in this ever-changing landscape Our aim for this eBook is to

put to paper the best tips and practices wersquove learned from thousands

of crowdfunding customers We hope the following chapters teach you

everything wersquove learned about the space and get you psyched about

where we believe the future of crowdfunding is heading independent

privately hosted campaigns

KEY BENEFITS to CROWDFUNDING INDEPENDENTLY

1 Fewer Fees

When all fees are accounted for Kickstarter and Indiegogo charge

between 8-10 and 7-10 respectively of total backer funding

Comparatively Celery Launch charges 2 plus the transaction

fee When paired with Stripe these total fees equal 49 +30 per

transaction (2 Celery +29 Stripe +30)

2 Create Your Brand Identity

For project creators who want to build a bigger business perhaps

even with multiple products it doesnrsquot make sense to fall under the

umbrella of another brand When you crowdfund on your own website

you arenrsquot being plugged into the colors layout and design of another

highly recognizable brand You are communicating directly with your

3CROWDFUNDING ON YOUR OWN WEBSITE 101 FROM IDEA TO $100000+ LAUNCH

customers telling your story your way from the very start As Adam

Lee co-founder of Bohemian Guitars points out ldquoAt the end of the day

all Kickstarter campaigns look the same You canrsquot make the page your

own or reflect the brand yoursquore trying to buildrdquo

3 Keep Your Traffic

Instead of driving traffic to another platform crowdfunding on your

own website means keeping it all to yourself (insert evil laugh) Holding

onto your campaign traffic will prove invaluable as you continue with

pre-orders and build out your brand The boost from your campaign will

jumpstart SEO pagerank and link backs while improving your long-

term discovery

Adam Lee explains ldquoWhen someone searches Bohemian Guitars the

Kickstarter link is one of the first hits Nearly two years later Irsquod rather

that wasnrsquot the caserdquo Crowdfund where your customers will always be

able to find you and where you are the primary story-teller

4 Optimize Flow

With a customized crowdfund on your own website yoursquore entirely

responsible for the look and feel of your backerrsquos checkout experience

If somethingrsquos not entirely optimized for your buyers you can adjust it

to improve flow You also have full access to all metrics own your data

and can remarket and retarget to potential buyers who fail to ldquopull the

triggerrdquo on their first visit In short unlike platform crowdfunding you

can dissect every step of your funnel and build your own silver bullet

5 Post-Campaign Order Management


When innovators are preparing for a crowdfunding launch attention

is usually focused on generating as much sales as possible This

singular focus often results in underestimating many post-campaign

challenges On Kickstarter once a campaign ends yoursquore on your

own Any backer communication changing of orders and filling in of

missing information must take place via other channels As such a lot

of data must be transferred collected and stored elsewhere

For example if a backer forgets to add their address or wants to

change a reward tier you would have to do this manually (likely on

spreadsheets) outside of Kickstarter Celery Launch provides real-time

reporting order management and most importantly offers a one-stop

dashboard that will be with you through fulfillment


When it comes to crowdfunding the crowd is your jury and they have

the sole power to rule for or against your idea with their dollars A

successfully backed project represents an idea thatrsquos solid resonates

with the market and is worthy of bringing to fruition With this

comes the idea that crowdfunding is the ultimate means for creators

to validate an idea before investing too heavily in building something

nobody wants Although this is true therersquos more to it To get a

fair trial your idea needs to be proven and invested in long before

judgement day

In this chapter wersquoll share how to turn your ldquoahardquo moment into a

project idea thatrsquos tight validated and has the potential to kill it with

the crowds

STEP 1 PREPARE YOUR PITCH and GAUGE

Start small Share your idea with friends family and just about anyone

who will listen Take note of reactions questions being asked and

which parts of your project idea are and arenrsquot resonating The feedback

from this small sampling should offer the insight you need to dive in

further and begin researching The end goal of this research a business

plan that details the viability of your project and a succinct pitch For

those who arenrsquot seeking investment nor plan on building a long-term

business developing a business plan may seem over-the-top However

the process of creating a plan will force you to research with direction

answer difficult questions about your idea and help figure out your

audience


Similar to developing a business plan a pitch too may seem

unnecessary This couldnrsquot be further from the truth A pitchmdashbetter

yet a 60 second elevator pitchmdashis the boiled down version of your

business plan and should pack persuasive punch

Your pitch should

bull Be short and sweet Less is more

bull Be centered around the problem yoursquore solving and why you have

a solution (for creative projects the problem may be less tangible

but itrsquos still there)

bull Address potential objections to your idea

bull Share why your idea is original and better than the existing

competition Why is it unique

bull Present facts not fiction Prove out your hypotheses where you

can but donrsquot sell unicorns and pixie dust

Once your pitch is tight bite the bullet and present at hardware

meetups startup and community events The more feedback you

get the more yoursquoll learn about how to best build and sell your

crowdfunding idea

STEP 2 FIND a MENTOR

When we asked Lisa Fetterman the founder of Nomiku (who

successfully crowdfunded $13M) what advice she would give to early-

stage entrepreneurs developing their idea she said ldquofind a mentor as

soon as possible thatrsquos in your fieldrdquo Having an expert hop on your


bandwagon is not only a massive indicator that yoursquore onto something

it will help strengthen your idea and guide you throughout the various

stages leading up to your crowdfund Mentorship can be especially

effective when seeking investment Investors and contributors love

seeing that other like-minded and notable people are on-board with

your idea

It can take a while to connect with the right mentors for your project

The best way to meet these beacons of knowledge are by attending

as many networking events (related to your project) as possible

Eventually the right mentor will be excited by your pitch and one coffee

date later you could be set with the guidance thatrsquoll take your idea

to the next level and save you from making some painful mistakes

Alternatively you donrsquot need to be restricted by geography A great

place to find temporary mentorship are in crowdfunding groups on

Linkedin Facebook or Reddit

A mentormdashor better yet group of mentorsmdashwill not only be

enormously helpful in the ideation phase but will prove to be critical

further down the road as you sort out the moving parts of your

crowdfund

STEP 3 APPLY to an ACCELERATOR PROGRAM (Optional)

Although not every successful crowdfunding campaign is the graduate

of an accelerator or incubator program those who are are often in a

league of their own The reason accelerator programs give makers

unprecedented access to top-of-the-line resources mentorship


advice from colleagues and help dot the irsquos and cross the trsquos with

things like incorporating finding manufacturing partners etc This

isnrsquot to mention the funding graduates receive in order to accelerate

prototyping and get crowdfunding-ready faster

For this reason acceptance into these programs can be extremely

competitive If nothing else like building a business plan the

application process to get into these programs is a great exercise to

better understanding your project If you get into a top program thatrsquos

the greatest validation you could ask for

Here is an excellent listing of accelerator programs around the world

put together by Postscapes Another great starting point for College or

University students and alumni are directly through the institutions

themselves Itrsquos becoming increasingly popular for schools to offer

their students accelerator and mentorship programs to assist with

business cultivation This is especially true when it comes to software

or hardware ideas

STEP 4 ACCELERATE FEEDBACK by BUILDING a LANDING PAGE

Once yoursquore confident that your crowdfunding idea has some weight

to it itrsquos time to build a landing page A landing page will accelerate

feedback gauge market fit and help you understand who your audience

is As you begin the lengthy process of building out your idea and

preparing for your crowdfund the landing page will serve as home base

collecting customer leads as you go


Yoursquod be hard-pressed to find a $100k+ crowdfund campaignmdashthe

ldquogolden markrdquo for crowdfunding successmdashthat didnrsquot have a landing

page set-up months prior to launching

For example Prynt who launched on Kickstarter in January of 2015

raising $1576011 set-up their landing page four months prior in

September of 2014

Herersquos what Pryntrsquos landing page looked like

Similarly Boosted Boards who launched on Kickstarter in September of

2012 raising $467167 set-up their landing page four months prior in

May of that year


Herersquos what their landing page looked like

Setting up a landing page at least a few months prior to launching is

especially important for DIY independent crowdfunders This way

proper marketing tactics media outreach paid ads and supporting

content can be established to ensure discovery and mindshare are in

place when itrsquos time to hit the crowds

Herersquos what your landing page should have going for it

bull Simplicity Donrsquot over-complicate things

bull Branded imagerytagline

bull A single call-to-action collecting emails These are the hot leads

yoursquoll groom prior to launching and will call upon in the first 24

hours of your launch

bull Zero outside links Make your call-to-action the only action

visitors can make


bull Not much else

Services we recommend checking out to build and maintain your page

bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock

STEP 5 MAKE SOMETHING

Building a working prototype or materializing your project idea is a

topic wersquoll dive into in Chapter 2 but is also an important final stage

for idea validation Without a prototype for users to engage with your

idea can only be validated in theory This is something that Sanjay

Dastoor of Boosted Boards underscored in a recent interview with us

when asked about the process of validating their electronic longboard

His advice to budding entrepreneurs (passed on by their mentors from

Y Combinator) ldquoGet real feedback as early as possiblerdquo As the founder

explained this meant ldquofiguring out how to design a simple version of

the board that could get in the hands of customers soonrdquo

Getting an early version of your soon-to-be crowdfunded project out in

the world is huge for your progression A visualization of your vision is

key for attracting customers as well as getting better mentors better


feedback and better manufacturing partners For Boosted Boards

bootstrapping an early version of their longboard helped lockdown key

players that would help take the board to the next level It also sealed

the deal that they were onto building something major


Turning a great idea into a working living breathing (batteries

required) prototype is difficult With few resources available online and

ample opportunity for wrong turns steering your way from blueprint

into a working prototype can be a rollercoaster ride Adding to the

difficulty crowdfunders often fall into the trap of promising to deliver

an overly complicated product in too short a timeframe without

having raised enough capital to do so That being said with proper

guidance this challenging stage of the crowdfunding and product

lifecycle can be tackled successfully

In this chapter wersquoll breakdown 3 key steps and actionable ways to get

your product crowdfunding and manufacturing ready

To get to the bottom of the manufacturing puzzle we turned to our

friends and experts Dragon Innovation Combined their team has over

300 years of manufacturing experience they truly know it all when it

comes to prototyping and launching a successful crowdfund

Taking a page (or three) from their book and speaking with Scott Miller

CEO of Dragon and partner of hardware investor Bolt wersquove carved out

3 steps to follow in order to bring your idea to life

3 STEPS TO GETTING YOUR PRODUCT CROWDFUNDING READY

1 BUILD A WORKING PROTOTYPE


Sketch It

This is the easy part Get something anything down on paper Your

rendering doesnrsquot have to represent all the nuts and bolts of your

gadget but should illustrate what it is yoursquore building There will be

many iterations from here on out and in all likelihood your final

product will look very different from this initial blueprint Put thought

to paper

DIY Prototype

This is when itrsquos time to get a little creative and actually build

something It doesnrsquot need to be polished or even work Yoursquore simply

trying to get your idea off the paper and into the third dimension Hot

glue guns pipe cleaners and duct tape permitted

3D Printed Prototype

This is when things start to get real For hardware innovators 3D

printing has become a true game changer Never before has it been

possible to build relatively complex gadgets from concept to working

prototype in the same day This drastically shrinks turnaround time

and allows you to build dozens of prototypes in a formerly impossible

timeframe The benefits to 3D printing are enormous including saving

money mitigating risk generating real feedback and testing different

ideas and components quickly

Think of the 3D printing as the experimental phase in building your

working prototype and the test phase for eventually designing and

manufacturing a product that will ship to real-life backers As Scott

Miller explains ldquoInitially in the early-stage where yoursquore just doing


some sketching and 3D printing itrsquos really easy to change things

without repercussion In the later stages where yoursquove boughtmdashit

could be tens of thousands of dollars in inventory and toolingmdashthen

you have a lot more invested in the gamerdquo In other words 3D printing

lets you get to know your gadget by revealing what works what needs

improving what may not translate for consumers what components

could be difficult to manufacture and so forth

Iterating on your hardware design before you have too many chips in

the game will allow you to iron out what Scott Miller considers to be

the two key components of a prototype the ldquoworks like looks likerdquo

ldquoWorks likerdquo proves that the prototype functions as itrsquos supposed

to ldquoLooks likerdquo means that aesthetically the design embodies all

necessary elements and is both compelling and easy on the eyes

Although not always necessary before crowdfunding developing a

complete ldquoworks likelooks likerdquo prototype is what Miller calls the

ldquoholy grailrdquo or what wersquod like to call a double whammy

In the prototyping phase before you crowdfund yoursquoll need to reach

two other major milestones before yoursquore ready to launch However

when it comes to building the physical prototype Miller explains that

a ldquo3D printed product that works as it shouldmdashif only for a minute

instead of 100 hoursrdquo is usually an indicator yoursquore far enough along

In saying this Miller adds an innovator thatrsquos ahead of the game will

have thought about design for manufacture and assembly and will be

confident that ldquothere arenrsquot any volume problems or technical riskrdquo


Pro Tips for 3D Printing Prototypes

bull As a rule of thumb if a feature is too small to print

itrsquos too small to mold

bull Built 5 prototypes Build 10 Then build 5 more

bull Keep 3D printing iterations until yoursquove got

something design-ready or nearly ready to hand

over to a factory

bull Donrsquot start tooling until yoursquore confident your

product is near the ldquoworks likelooks likerdquo stage

At this point you may need to tool for plastic drop

testing or to produce greater volumemdashwe get it

Industrial Design + Manufacture and Assembly

For hardware innovators who have a working prototype the next

step is to get it ready for mass production This is where true capital

is required and when an entrepreneurrsquos confidence must outweigh

the potential risk Before going into full-blown manufacturing and

assembly innovators often hit the crowds to prove market fit receive

greater validation and understand what changes users want to their

product before itrsquos too late Crowdfunding before manufacturing not

only minimizes the risk but if done correctly covers the enormous

production costs and beyond


Here are some excellent resources to learn more about the manufacturing process

a Design for Manufacturing Course (13 part series)

b How to Select a Factory (2 part series)

c 101 From a Working Prototype to Your First Batch

d Where to Buy Prototyping Materials AdaFruit and SparkFun

2 DEVELOP CAD FILES

CAD stands for Computer-Aided Design and is used to help with the

design and creation process of building a product In simple language

CAD are the mechanical files that illustrate how your product will

work The output of CAD files are used for machining and other parts

of the manufacturing process Developing these files allows a designer

to create modify pull apart and join product components with ease

The renderings are sophisticated digital and printable blueprints that

detail how the product will be built help to ensure parts are compatible

with manufacturing processes and also show what should be injected

moulded dye casted stamped and so forth

For more information read these 6 Guidelines for CAD Modeling

3 CREATE A BILL OF MATERIALS

The next step in the prototyping stage before yoursquore ready to crowdfund

is developing a Bill of Materials (BOM) To put it simply the Bill of


Materials is the shopping list for all of the required ingredients in your

hardware innovation The BOM is not only a crucial hand-off document

for contract manufacturers but is required for crowdfunders to properly

gauge their funding goal

The BOM is basically a detailed itemized list (often an excel sheet) that

outlines part names part numbers part description phase when part is

introduced to building life cycle procurement type quantity required

and so forth Depending on the complexity of your hardware there

may even be subassemblies broken down for specific parts within the

gadget

Herersquos an example of the overarching buckets of costs that will be broken down and detailed in your BOM

bull Tooling (whatrsquos used to create injection molds)

bull Injection Molds (eg plastic and metal parts)

bull Purchase Parts (eg motors and wires)

bull Electronics (eg processors and radios)

bull Labour (worker costs)

bull Scrap (wasted materials that will not come off the line)

bull Mark-up (eg factory overhead and factory fees)

bull Extra Manufacturing Costs (eg flying team back and forth to

Shenzhen)

bull Packaging (eg gift box and shipping materials)

bull Expert Support (eg cost of working with Dragon Innovation

or other on-the-ground support team to help navigate factory

selection)


Additional costs that you will need to consider before setting your

funding goal non-recurring engineering costs from building up your

final prototype web development engineering marketing other

notable bills and the costs of working with hardware experts like

Dragon Innovation who help you navigate factory selection and provide

on-the-ground Far East support By carefully estimating your total

costs tacking on the always smart ldquoitrsquoll cost more than you thinkrdquo

5-10 and adding on your retail mark-up (at least 50 of total BOM

manufacturing costs) you can set a proper crowdfunding goal

Another important cost to take into account when

determining your funding goal is the crowdfund itself

Platforms like Kickstarter charge 5 of total funding raised

plus additional payment processing fees of 3-5 (totaling

8-10 of dollars raised) Crowdfunding independently with

Celery would cap total fees under 5 (2 Celery platform fee

+ Stripe processing fee of 29 +30 per transaction)

Once all three steps have been donemdashand done wellmdashyoursquoll be in a

better position to prepare for crowdfunding As Scott Miller explains

ldquo(by getting your) stable BOM and CAD package and the working

prototype to about an 80 complete pointrdquo you can then surface any

other DFM (design for manufacturability) issues and obtain expert cost

and schedule estimations so you can set unit prices funding threshold

and set appropriate customer and backer expectations For Miller

whorsquos seen it all before success is not only defined by raising enough


capital to cover all current and expected costs between now and launch

but meeting customer expectations and delivering the product you

promised within the timeframe your backers signed-on for

TIP When it comes to building and crowdfunding hardware

success is not only defined by raising enough capital to cover

manufacturing costs but delivering the product as promised

within the timeframe your backers signed-on for

You could have the best product in the world but if no one knows

about it no onersquos going to buy it Itrsquos up to you and your team to build

hype create super fans get media interested and host the explosive

crowdfunding launch your idea deserves However getting customers

to virtually line-up for your launch is a feat that requires careful

planning months of preparation (we recommend at least 4-6) and a

fair allocation of resources

Regardless of whether a launch takes place on a traditional platform

versus your own website the same amount of marketing and

promotional legwork is required for success A common misconception

is that being part of a crowdfunding marketplace like Kickstarter and

Indiegogo will automatically attract customers and boost sales In all

circumstances whether launching independently or on a platform the

same degree of marketing efforts are required to reach your funding

goal

Read on as we flip through the marketing playbook and detail how to

generate maximum buzz for your DIY crowdfund

PART 1 ENSURE YOUR WEBSITE and LANDING PAGESARE OPTIMIZED and TRACKED

Got a Working Website Good

First and foremost you need a working well-designed website that

both reflects your brand and does your product justice For self-

launchers having a strong home-base (your site) is of the utmost

importance If your website looks like it was built in 1999 with size 14


arial font and animated GIFS (not ironically) it will reflect poorly on

your product

We wonrsquot dive into the actual building your website but if yoursquore

starting at ground-zero with t-minus less than six months to your

launch we suggest getting something up ASAP Simple website builders

that are flexible with customizations and design include Weebly

Homestead and Squarespace Here is a comprehensive review of the

best website creation software

Get Analytics and Begin Tracking

Set-up analytics tracking and retargeting scripts right away When

it comes to collecting data with the aim of better understanding your

traffic visitors and conversions you can never start measuring too

early When the time comes to solve the paid acquisition riddle (which

wersquoll get to in a little bit) yoursquoll thank yourself for the data yoursquove

collected

Google Analytics

In all likelihood Google Analytics (GA) will become your go-to spot for

tracking just about all things marketing-related Therersquos tons to learn

but itrsquos endlessly powerful when it comes to tracking events measuring

growth media spikes as well as retargeting and remarketing to your

future customers

Herersquos what to pay attention to in Google Analytics

bull Traffic SourcesReferralsmdashWhere are your site visitors coming


from Are they direct referral or search visitors In other words

are they arriving at your website via Google or from a mention in a

blog post Yoursquoll want to map which sources are performing best

and bulk up these efforts

bull Unique VisitorReturn Visitor ConversionmdashDo first-time visitors

behave differently from returning visitors Typically when are

visitors following through on your call-to-action by signing up

If most visitors require a second visit before handing over their

email address yoursquove got something to look into

bull Interactions Per VisitmdashIf your visitors arenrsquot signing up what are

they doing Where are they getting stuck Which pages have the

most and least views Understanding visitor behaviour will give

you insight into which pages are performing well whatrsquos turning

off potential customers and what kind of information you need to

provide in order to turn visitors into buyers come launch-time

bull Cost Per ConversionmdashHow much does it cost to get a visitor to

your site How much does it cost to get them to sign-up Zeroing

in on these metrics are key and is something yoursquoll pay close

attention to when pumping dollars through your paid acquisition

funnel

Build Landing Pages That Convert

According to Unbounce a platform for AB testing landing pages a

landing page is ldquoa standalone web page distinct from your main website

that has been designed for a single focused objectiverdquo In other words

landing pages look and feel different from your website as a whole


Rather than detail everything about you your cat and your product

a good landing page will be designed to promote a single action Pre-

launch this action should be collecting email sign-ups to reach out

to as your campaign goes live During your crowdfund and continued

pre-order campaign this action will be getting visitors to become

customers

Here are the basics elements that landing page should have going for it

bull A narrow focus A single purpose page with a single message

Sell one thing and one thing only This should be easy enough

for launchersmdashin all likelihood you donrsquot have an entire product

line

bull A clear call-to-action (CTA) The CTA is always positioned above

the fold so that zero scrolling is required (on mobile and desktop)

bull A second (even third) CTA The secondary CTArsquos should be

located towards the bottom of the page after yoursquove offered up

more details about your productlaunch

bull A simple layout Ensure that the page design and navigation

makes the above-the-fold CTA obvious

bull A video Herersquos the place to plug-in a campaign-style or

instructional video According to Unbounce videos can increase

conversions by 80

bull Be conversion rate optimized Your landing pages need to make

visitors want to interact with you This means sharp copy a strong

headline and all other landing page elements in place Read more

about Growing Conversions Through Landing Pages in this post by

Groove (lsquoArsquo students should read the sourced articles as well)


Initially you just want to build a landing page or two that will promote

your ldquocoming soonrdquo teaser before your crowdfunding launch When

you first build-out your landing pages you may only have a couple

alternative pages to stream inbound traffic and test messaging This

is where google analytics as well as the below services will come in

handy Once yoursquove tested and began gathering data about traffic

sources and customer types itrsquos time to invest in paid acquisition This

is something we will explore in the last section of the post

Here are some great resources to begin building testing and learning more about landing pages

bull Unbounce mdash Easily build AB test and publish different landing

pages

bull Crazy Egg mdash Find out why people are leaving your website

bull Optimizely mdash Optimize analyze test and tweak your pages on

both mobile and desktop

bull Instapage mdash Simple templated landing page builder that you can

easily test with

bull PageWiz mdash Landing page builder with solid customer service

bull Wishpond mdash Another landing page builder that is highly

recommended

PART 2 BUILD YOUR ONLINE PRESENCE SOCIAL CONTENT and SEO

Now that yoursquove got a website and built out some landing pages to test


itrsquos time to bulk up the traffic coming to your website One way to do

this organically is by improving your social and content game In doing

so yoursquoll lockdown a sustainable long-term strategy that will support

company and brand growth for as long as yoursquore selling Unlike paid

acquisition the results wonrsquot happen overnight but you also wonrsquot

need to consistently add logs to the fire in order to see flames burn

Social

Deciding how much you want to throw into building and maintaining

a strong social presence is dependant on your product the business

yoursquod like to build and how much yoursquove got in terms of resources For

crowdfunding itrsquos important to cultivate a social following before and

during your launch This way more customers will find you your launch

will have greater viral potential and your brand can command stronger

authority

These are the basic accounts we recommend setting up for your crowdfund (and beyond)

bull FacebookmdashPost product updates customer stories repost any

original content share relevant articles photos etc Post daily

bull TwittermdashPost original tweets tweet otherrsquos content respond to

and favorite customer mentions and build lists Lists will help

you follow and retweet influential people within your space (wersquoll

touch on this below) Post at frequency that makes sense for your

audience whether thatrsquos several times per day or once weekly

Buffer is a great tool to schedule tweets and social posts

bull LinkedinmdashBuild out a company page and share the same relevant

product updates company news and any original content Join


groups targeted toward your crowdfunding idea and participate in

conversations

bull PinterestmdashPost and tag cool pictures of your product or idea and

any other things happening within your space For hardware and

crowdfunding ideas Pinterest wonrsquot be a high-performing social

channel but over time you may notice some additional traffic

Content Strategy

Within the last 5 years content has become an integral part of brand-

building customer acquisition and overall marketing strategy In fact

yoursquod be hard-pressed to find a major crowdfunded product startup or

other cutting-edge brand that doesnrsquot keep a company blog The reason

for the mass blogging movement it helps grow businesses When done

correctly for a long-enough time period content is one of the best

marketing investments you can make

Herersquos how to start a blog on your website

bull Set-up your blog Use a readymade platform like Tumblr Ghost

TinyPress or WordPress to setup a blog on your own website and

get it running ASAP Blogging on another platform like Medium

is a good way to share your content but you want to host the blog

primarily on your website in order to boost your web traffic and

ranking

bull Develop a Strategy Writing is great and all but if itrsquos not targeted

for your customers it wonrsquot affect your crowdfund Writing to get

customers means knowing who your customers are and writing


within the specific niche your product falls into For example

if yoursquore crowdfunding idea is for a electronic longboard yoursquod

probably want to write about commuting to work or ldquogreenrdquo

transportationmdashwhatever branding angle yoursquore taking Writing

about travelling South America or magic tricks will not generate

the right traffic to your website Herersquos a detailed post by the

Content Marketing Institute on developing a content marketing

strategy

bull WritemdashExperiment and test different formats and topics to

see what generates the most ldquobuzzrdquo What types of content

are getting the most shares Is it a blog post a white paper a

podcast an infographic Content is complex Some posts may not

take-off right away but will continue to generate solid traffic

achieve great search result page ranking and be a constant source

of leads These pieces are called ldquoevergreenrdquo and should be

your primary aim Stay away from ldquofluffyrdquo clickbait posts (like

Buzzfeed) and focus on writing longer (1000-2000 word articles)

that will stand the test of time In 6-12 months your footprint

will grow organically and the linkbacks to your content from

other sources will greatly improve your SEO Longform content

is especially beneficial for public discovery if yoursquore in a crowded

space

bull Distribute and PromotemdashYou know that metaphysical quote that

says ldquoIf a tree falls in a forest and no one is around to hear it

does it make a soundrdquo Well content is the tree You can write

the best most targeted niche post in the world but if you donrsquot

promote it itrsquos like it never existed You will need to establish a

slew of distributions channel that work for you This will include

channels you ldquoownrdquo like your twitter followers facebook fans


or subscribers It will also include the channels you have little

control of like Quibb Growth Hackers Quora etc Ideally you can

develop relationships with like-minded brands or publications

who will share syndicate or cross-publish your content The end

goal of a mature well-played content strategy is to simply publish

and have your following do all of the distribution for you

Like a fine wine content gets better with age Remember itrsquos a long-

term strategy that requires continued maintenance the more you put

into it the more it will pay off down the road when effort vs return

becomes exponential

Search Engine Optimization

SEO is a scary word (strike through acronym) However if you

can get at least two fingers worth of a hand-le on it it can be quite

beneficial to your crowdfund and overall growth strategy In short SEO

is a methodology used to obtain higher pagerank placement in search

engine results in order to bring more visitors to a particular website

After google took over the world SEO has become hugely important making or breaking a brandrsquos public discovery The easier you are to find on the web the better and SEO has a large part to do with whorsquos found Here are some starting points to help improve your SEO to build better brand awareness before you crowdfund

bull Track Where Your Visitors are Coming FrommdashWhat keywords

are your current visitors using to find you How is your pagerank


How many outside websites are linking to you Use tracking tools

such as Google Analytics Google Toolbar plus Alexa to determine

your standings

bull Competitor IntelmdashDonrsquot reinvent the wheel Spend some time on

Google figuring out the language and keywords your competitors

use Great tools for this type of keyword searching SpyFu

Adwords BuzzSumo Hubspot Moz

bull Employ Keywords into Your ContentmdashWeave in the keywords

of your competitors throughout your website The appropriate

keywords should be included in your blog headlines web copy

URLs title tags image names etc Include keywords everywhere

you can but donrsquot let it feel contrived or spammy

bull Link Back to YourselfmdashLink to other pages write content

that links to older posts and keep incestuous linking alive

MarketingVox explains ldquoThe more relevant words point to a page

the more likely that page is to appear in search results when users

run a query with those termsrdquo

bull Social MediamdashShare original content from your blog on your

social media channels This will help fertilize the land with links

back to you

To get more acquainted with the underworld of SEO follow-up with these resources

bull 10 Basic SEO Tips to Get Started

bull SEO Copywriting How To Write Content For People and Optimize

For Google

bull The Beginnerrsquos Guide to SEO (In-Depth 7 Chapter Series)


PART 3 GENERATING MEDIA BUZZ and BUILDING YOUR COMMUNITY

Define and Become Visible with Influencers

In regards to your launch which 10 people do you think would be most

impactful if they wrote about your product You donrsquot just want to

define a Top 10 list of publications like VentureBeat and TechCrunch

but want to pick out the specific writers who cover launches cool

products crowdfunds or entrepreneurial stories like yours This list of

influencers can also be comprised of independents surrounding your

niche

Next follow these key players and engage with the content they

produce regularly via commenting forums social media at networking

events etc Eventually some of the key players on your ldquohit listrdquo will

begin to take notice This will allow for much warmer introductions

when yoursquore pitching your launch to the media It will be near

impossible to host an explosive crowdfunding campaign without

some media coverage so itrsquos worth trying to make media ldquofriendsrdquo

uncovering a narrative thatrsquos interesting and uniquely yours and

perfecting your pitch

Keeping Up Pre-Crowdfund

1) Build Media ListsmdashUse services like Google Alerts BuzzSumo and


JustReachOut to find media contacts based on the latest media hits for

topics within your domain Also stay on top of your Top 10 influencers

by categorizing them into these lists Engage with these contacts to get

them warmed up for eventual pitches come launch-time

2) Track Your Media MentionsmdashImplementing a service like Mention

is super valuable for keeping track of and responding to any media

shout out you may get Mention acts in real-time trolling the internet

to report if anyonemdashlarge and smallmdashis talking about you

3) Talk to Your Followers and SubscribersmdashOne of the best ways

to attract new followers and future customers is through existing

promoters Your current followers and subscribers have the power to

be brand ambassadors within their networks Share fun updates have

a personality on social and keep your peeps excited for your launch via

email newsletters exclusive content and so forth If you make things

exciting enough followers wonrsquot resist sharing you with their friends

SOLVING PAID ACQUISITION

Itrsquos been estimated that the traffic from crowdfunding marketplaces

like Kickstarter and Indiegogo will only boost your sales by 5-10 (yes

even if yoursquore a staff pick) Therefore no matter how you crowdfund

itrsquos up to you to generate all the hype and traffic A pivotal part of this

is solving the paid marketing equation by balancing out the cost of

acquiring a new customer

Fortunately today more than ever itrsquos easier to hack and hustle your


own paid marketing efforts to the top In fact anyone can access dozens

of incredibly powerfulmdashand often freemdashmarketing tools alongside

countless social and content distribution platforms that can connect

you to hundreds of millions of potential customers and partners

instantly

Gathering Analytics

As we mentioned in Step 1 of this Marketing chapter tracking and

analysis is the foundation of any great marketing ldquoCPCrdquo (cost-per-

click) or PPC (pay-per-click) marketing efforts can only be employed

successfully when customer data is at the core In order to crack the

code you need to use analytics from your website to understand your

customers and properly test your way to the top

To recap in order to gather the proper data required to test paid advertising yoursquoll need to

Assess customer behaviour in Google Analytics along with the other

services yoursquove activated to measure and test activity like Segment

MixPanel CrazyEgg KissMetrics or Optimizely

Fun Fact Several marketers familiar with all the latest and

best practices in paid channels were recently asked what

theyrsquod do with just $10 a day The answer Spend it on

Facebook


Tips to Get Started with Paid Ads and Acquisition

bull Start with FacebookmdashItrsquos easy straight forward and according

to experts when asked how theyrsquod spend $10 a day on marketing

is the number one chosen outlet to drive visitors and leads Test

Facebook ads boosting original content from your blog and

starting a ldquoLikerdquo campaign

bull Try AdwordsmdashStart a campaign with the keyword phrases

that are relevant to your brand Keep a lookout for ldquolong tail

keywordsrdquo ldquoThese keywords are the longer more specific

keywords that when added together make up the majority of

search-driven trafficrdquo Work with these phrases and test the

traffic coming through Google Adwords is more complicated and

time-consuming to manage but depending on how ldquoclutteredrdquo

your space is could work well

bull Test Other PlatformsmdashThere are several platforms that you can

test paid ads onmdashit doesnrsquot have to be all about Facebook and

Google Each platforms comes with a unique set of pros and cons

so see which is right for your budget audience and upcoming

crowdfund

bull Iterate on Ad CopymdashIf your ads arenrsquot performing like yoursquod

expect or you want to turn a good thing into something great

play with your ad copy Generate and test headlines thatrsquoll rise

above the clutter but can also mirror the messaging on your

landing pages Use a service like Optimizely to get real-time data

on which headlines and messages perform better

bull Contract a Paid Acquisition Expertmdash This might just be for a

small project or for the short-term but true CPC experts will be

able to help you define best keywords optimize campaigns and


lay the groundwork for you to takeover and continue efforts Why

do we suggest contracting a guru instead of hiring Simple If

theyrsquore any good you wonrsquot be able to afford them unless theyrsquore

part of a team that handles numerous clients The best CPC teams

will quickly uncover high-converting alternative channels for you

to run with

Once yoursquove starting with paid ads you should update and build more landing pages to

bull Match the ad campaigns The wording headline or promise that

enticed visitors to come check you out should be replicated on the

landing page Consistency equals legitimacy

bull Be the destination for your pay-per-click (PPC) advertising

Your landing pages should be where these ads take visitors

Ensure headlines copy and design are consistent Read more in

this article on High Performance PPC by Unbounce

bull Be Designed with SEO (Search Engine Optimization) in Mind

Build your landing pages strategically around the search terms

that will fetch customers and improve page rank This means the

right title tag meta description headline etc

bull Be segmented by traffic sourcecustomer groupings Send email

social media banner traffic etc to different landing pages to

better message and measure audience segments Landing pages

are not one-size-fits-all Find out which channels perform best

what messages resonate and which customer types are sticking

Todayrsquos consumers are more selective than ever They donrsquot respond to

flashy ads but prefer relevant intriguing or useful information offered


at the right time in the right way On one hand this makes your job

tricky but on another yoursquove got endless expertise and resources

available to get you thinking like your customers

Like SEO paid advertising and marketing can be challenging to grasp To build on some of the basics wersquove covered check out these great resources

bull 5 Things You Must Do Before Jumping Into Paid Internet

Advertising

bull $9 Marketing Stack for Bootstrappers

bull How 6 Pro Marketers Would Spend $10day Buying Website Traffic

bull Traction A Startup Guide to Getting Customers

bull 100 Days of Growth

bull Inboundorg

bull GrowthHackerscom

When it comes to marketing for your launch a lot of foundational work

needs to be done Once yoursquove laid the groundwork the skyrsquos the limit

when it comes to building up campaign buzz If you market and market

well the return on your efforts will become tenfold turning your sweat

and dollars into a low-maintenance well-oiled machine


When it comes to crowdfunding few decisions are as important as

choosing to skip the traditional platform and go solo Making the choice

to crowdfund on your own website may seem like a bold move but as

wersquore seeing more and more itrsquos often the right choice for building a

larger long-term businesses

In this post wersquoll break down some of the key benefits to self-hosting

your own campaign walk you through best practices when setting up a

Celery Launch campaign and uncover the pros and cons to skipping the

platform

DIFFERENCES BETWEEN CELERY LAUNCH and PLATFORM CROWDFUNDING

bull Entirely CustomizablemdashYour checkout and the feel of your

crowdfund is entirely up to you You can follow Celeryrsquos best

practices for building an optimized checkout process or design

your own from scratch

bull Internationally FriendlymdashLaunching on Kickstarter is only

open to residents of the following countries US UK Canada

Australia New Zealand the Netherlands Denmark Ireland

Norway Sweden Germany France Spain Italy Austria

Belgium Switzerland and Luxembourg Celery Launch supports

all innovators in countries covered by their selected payment

processor For instance Paypal is available in 203 countries in 26

currencies and therefore Celery supports these sellers as well

bull Less of a Marketplace FeelmdashKickstarter or better yet Amazon

(the epitome of an online Marketplace) aggregates numerous


products available for backing and purchase Celery Launch is

implemented on your website and only supports your SKUrsquos

bull Full Set of E-Commerce ToolsmdashCelery Launch offers a full-set

of flexible e-commerce tools that have been built for the specific

use-cases of pre-orders out-of-stock items and crowdfunding

This means that retroactive order editing bulk actions a full

buyer dashboard the option to enable payment installations and

delayed charging as well as most other traditional e-commerce

features are available during and after your crowdfund

bull Less About Reward TiersmdashMost crowdfunds that take place on a

brandrsquos own website steer clear of tiers and offer ldquolimited time

pricingrdquo for their early adopters

bull Different Set of Campaign ElementsmdashThe infomercial style

ldquopitchrdquo video has become a campaign staple on platforms

Although videos are also common in DIY crowdfunds the videos

take on a different style The videos appear more like an Apple

video product-centric with less narrative Other elements like

making the pledge goal public and displaying stretch goals are

optional

bull Flexible TimingmdashYou can start and stop your campaign at any

point aligning your timeline directly with supply and demand

HOW to SET-UP CELERY LAUNCH and GET CAMPAIGN-READY

First Speak to a Celery Campaign Manager


Having worked alongside hundreds of crowdfunds (most of which

raise $100k+) wersquove seen a lot of what works and what doesnrsquot

Wersquore also no-holds-barred when it comes to sharing best practices

before during and after your campaign If yoursquore planning to host a

crowdfunding campaign on your own website reach out Wersquoll happily

answer questions share important resources and get you set-up

Check-List to Complete Before Yoursquore Ready to Launch

a Have Identified Your AudiencemdashThis is something wersquove

discussed in great detail in Part 1 of our Marketing Chapter

Itrsquos important to set-up a landing page and start tracking your

audience traffic sources and playing with different messaging

straight away Answering who your customers are and uncovering

the solution to your marketing riddle is key before setting up the

logistics of your launch

b Produced a Great VideomdashThere are tons of great video production

companies that can create the high-quality polished and

branded video your product needs This is not an area to skimp

on Videos matter According to Unbounce videos can increase

conversions by 80 We recommend you check out our friends at

Vireo Films

c Optimized Your Check OutmdashUp until your launch the single goal

of your landing pagersquos CTA was to capture leads Come Launch

time this CTA is getting backers to buy into your idea Your

copy images video limited time offers marketing and overall

messaging must reflect this new goal In all likelihood this will

mean simplifying the checkout process and landing pages while

building a sense of urgency


d Set-up Your Celery CheckoutmdashThe Celery API delivers an

optimized checkout and powerful order management backend

with just two lines of code The API is also fully customizable

which is something a lot of developers take advantage of when

aiming to build the best shortest checkout flow possible

e Integrate with the Best 3rd Party AppsmdashYoursquoll need to select

Stripe Paypal or Affirm as your preferred payment gateway

The Celery Launch API also integrates with countless business

and marketing toolsmdashsuch as Google Analytics MailChimp

ShipStation and Intercommdashto remarket solve abandon cart

problems assist with fulfillment and ultimately help you sell

more and run your business better

f Have Prepped for a Major PR Pushmdash In the months leading up

to your launch you will have built your community These are

the people who will rally for you recommend you to friends and

buy within the first 24 hours of your launch Another vital group

of buyers will be driven by media hits This buying group has the

potential to be enormousmdasheven viral For an explosive Launch

you need to be written about discussed on forums and at the

very least ldquotrendrdquo within your niche If itrsquos within your budget

we recommend bringing on a PR firm or expert to craft a strong

pitch and lockdown some media coverage

CELERY LAUNCH BEST TIPS and PRACTICES

bull Focus on Checkout FlowmdashAesthetics matter but developing

a checkout flow that maximizes conversions is make or break


Reducing the number of checkout steps can greatly improve sales

bull Donrsquot Focus on RewardsmdashSkip the stickers t-shirts and tier

buckets Implement ldquolimited time pricingrdquo to create the same

sense of urgency without the gimmicks

bull If Possible Collect Shipping Addresses NowmdashIf you can

manage to collect shipping addresses upfront without affecting

conversions do it It will save you some serious headache down

the road

bull Collect Phone Numbers for International BuyersmdashForgetting

phone numbers is something thatrsquos easy to overlook but can

seriously blow-up your shipping game Couriers for international

orders require phone numbers for delivery

bull Keep Your SKUrsquos SimplemdashHaving more SKUs does not increase

sales This is a truth wersquove learned from countless sellers

Keep your product offerings simple to better meet minimum

manufacturing quantities and to reduce order management stress

bull No Need to Tax Everyonemdash You donrsquot have to collect taxes in

areas where you donrsquot have a business presence For instance if

your company is based in Manhattan only New York is the only

state in which yoursquod need to collect tax For international orders

customs or the courier will handle any necessary tax collection

bull You Create Your Own SuccessmdashThe myth that launching on

Kickstarter and Indiegogo translates directly into sales and virality

is false Whether you launch independently or on a platform

your success is directly related to having a great idea gaining

mentorship or industry support defining your audience and

building out widespread marketing initiatives to reach ldquoyour

peoplerdquo and properly measuring and testing ways to convert

sales


There you have it In this series wersquove walked you all the way from ldquoaha

momentrdquo through to launching an explosive crowdfunding campaign

For more great reads on crowdfunding and continuing post-campaign

pre-orders subscribe to the Celery Blog now


IntroductionWersquore so happy yoursquove stumbled upon this eBook Having been part

of the ecosystem for the last few years wersquove seen our share of good

crowdfunds terrible crowdfunds and crowdfunds that redefined whatrsquos

possible in this ever-changing landscape Our aim for this eBook is to

put to paper the best tips and practices wersquove learned from thousands

of crowdfunding customers We hope the following chapters teach you

everything wersquove learned about the space and get you psyched about

where we believe the future of crowdfunding is heading independent

privately hosted campaigns

KEY BENEFITS to CROWDFUNDING INDEPENDENTLY

1 Fewer Fees

When all fees are accounted for Kickstarter and Indiegogo charge

between 8-10 and 7-10 respectively of total backer funding

Comparatively Celery Launch charges 2 plus the transaction

fee When paired with Stripe these total fees equal 49 +30 per

transaction (2 Celery +29 Stripe +30)

2 Create Your Brand Identity

For project creators who want to build a bigger business perhaps

even with multiple products it doesnrsquot make sense to fall under the

umbrella of another brand When you crowdfund on your own website

you arenrsquot being plugged into the colors layout and design of another

highly recognizable brand You are communicating directly with your






3 Keep Your Traffic






term discovery





4 Optimize Flow































judgement day



the crowds












audience






Your pitch should













crowdfunding idea












your idea













crowdfund






















or hardware ideas














September of 2014




May of that year















visitors can make


bull Not much else


bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock










































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales











3 Keep Your Traffic






term discovery





4 Optimize Flow































judgement day



the crowds












audience






Your pitch should













crowdfunding idea












your idea













crowdfund






















or hardware ideas














September of 2014




May of that year















visitors can make


bull Not much else


bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock










































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales




























judgement day



the crowds












audience






Your pitch should













crowdfunding idea












your idea













crowdfund






















or hardware ideas














September of 2014




May of that year















visitors can make


bull Not much else


bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock










































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales











Your pitch should













crowdfunding idea












your idea













crowdfund






















or hardware ideas














September of 2014




May of that year















visitors can make


bull Not much else


bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock










































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales












your idea













crowdfund






















or hardware ideas














September of 2014




May of that year















visitors can make


bull Not much else


bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock










































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales






















or hardware ideas














September of 2014




May of that year















visitors can make


bull Not much else


bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock










































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales












September of 2014




May of that year















visitors can make


bull Not much else


bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock










































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales




















visitors can make


bull Not much else


bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock










































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales







bull Not much else


bull Instapage

bull Wix

bull Grid

bull RocketStart

bull Strikingly

bull Launchrock










































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales

































Sketch It






to paper

DIY Prototype


















































over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

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future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







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ranking












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becomes exponential













your standings

















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bull Inboundorg
















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over to a factory





















2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























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bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales












2 DEVELOP CAD FILES

























gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales
















gadget










Shenzhen)




selection)
















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales





















































goal











your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales








your product













collected

Google Analytics





future customers























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales


























funnel












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales












customers





line










conversions by 80

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales

















pages





easily test with



recommended










Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales













Social







authority














conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales








conversations





Content Strategy














ranking












strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales














strategy














space


















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales
















becomes exponential













your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales









your standings

















back to you




For Google











niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales















niche









































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales



































instantly

Gathering Analytics














Facebook




















crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales

























crowdfund
















to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales












to run with


























Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales












Advertising





bull Inboundorg
















platform



































optional

























Vireo Films










































the road





















sales















platform



































optional

























Vireo Films










































the road





















sales

























optional

























Vireo Films










































the road





















sales


























Vireo Films










































the road





















sales








































the road





















sales







Table of Contents of Contents INTRODUCTION Key Benefits to Crowdfunding Independently CHAPTER 1: How...

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Transcript of Table of Contents of Contents INTRODUCTION Key Benefits to Crowdfunding Independently CHAPTER 1: How...