Preparing for Kickstarter

What We Learned from Launching on Kickstarter

• Why did you choose Kickstarter?

We chose Kickstarter because games are one of the platform’s more successful categories, along with gadgets and technology. Since Zap ’Em falls somewhere between a tabletop game and a tech product, we thought it would be a strong fit. 

• Looking back, was your venture ready to launch?

Looking back, we launched too early. We assumed Kickstarter itself would generate meaningful traffic to our campaign. In reality, most of our support came from friends and family, who preordered roughly $5,000 worth of product. That was not enough to reach the funding goal we had set.

The biggest lesson was that Kickstarter is primarily a launch and preorder platform-not a customer-acquisition platform. Founders need to bring their own audience through an email list, social media following, community, or existing customer base. Kickstarter can amplify an already successful campaign, but it rarely creates momentum on its own.

• What do you wish you had in place before launching?

We launched before we had fully developed our social media presence or built a meaningful email list. We also had not done enough paid advertising or demand testing to determine how many people outside our personal network were actually willing to purchase the product.

Before using Kickstarter again, I would want a large, tested customer base built through paid ads, email signups, social media, and other early demand-validation methods. I would need evidence that a significant number of people are willing to purchase before setting a campaign goal.

• When is a startup ready for Kickstarter?

I would not recommend Kickstarter to every venture. It is most useful for companies that already have a validated audience and need funding for an initial manufacturing run without giving up equity or taking on debt. For technology and consumer-product startups, crowdfunding can be a powerful option- but only after the audience has been built first.

Are You Ready for Kickstarter?

Before launching, ask yourself:

• Have I validated customer demand?
• Have I built an engaged audience?
• Have I compelling campaign assets (video, photos, and product visuals)?
• Have I a marketing plan to drive traffic before and during the campaign?
• Have I a realistic plan for bringing my product to market?
• I understand that Kickstarter is a launch platform- not a customer acquisition platform?

Not ready for Kickstarter yet? Consider another E-Hub initiative, such as Student-Owned Businesses on Campus, to validate your product, test customer demand, and strengthen your venture before launching.