DESIGN & TECH KICKSTARTER & INDIEGOGO - 2018 SPONSORED BY : Crowdfunding Champions
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KICKSTARTER & INDIEGOGO
DESIGN & TECH
2018
SPONSORED BY :WELCOME
Have you ever seen a hugely successful crowdfunding campaign and wondered exactly how they did it?
I did…
In 2017 we conducted our first survey on the top creators (now know as Crowdfunding Champions). Originally
meant as a one of project, the Crowdfunding Champions report has evolved into an annual insight into the
most successful campaigns.
This year, I am pleased to say nearly twice as many Crowdfunding Champions took part in our survey
and I want to say a massive thank you to each and everyone of you for making this report possible.
These extra data points will provide us with a clearer picture of the tools and techniques used to raise
six-figures plus.
One of the things we asked our Crowdfunding Champions this year was to share their top tips for aspir-
ing creators. These golden nuggets of advice have been scattered throughout the report, so look out
for them!
I hope you find this resource useful and I look forward to seeing your campaign appear in one of our
future reports.
Rob Wilson
FounderTHE CROWDFUNDING CHAMPIONS OF 2017
To understand the most successful product campaigns, we looked at those who had successfully
raised $100,000 or more in the Design and Technology categories on Kickstarter and Indiegogo
in 2017.
673 $250,526,253
CAMPAIGNS RAISED
8% FROM 2016 15% FROM 2016
607 66
KICKSTARTER INDIEGOGO
7% FROM 2016 60% FROM 2016
Note: Excludes Indiegogo
Indemand campaigns where
the campaign was originally
funded on Kickstarter. 3THE CROWDFUNDING CHAMPIONS OF 2017
63% were located in the US. LOS ANGELES
US 42 CAMPAIGNS
$171,658,701 SAN FRANCISCO
426 CAMPAIGNS 53 CAMPAIGNS
NEW YORK
36 CAMPAIGNS
UK CANADA
$11,815,759 $7,364,572.55
34 CAMPAIGNS 23 CAMPAIGNS
4Outdoor Cooking 5
DIY Electronics 5
PRODUCTS DIY Tools
Learn To Code Products
5
5
Kitchen Knifes 5
Powerbanks 6
45% of respondents said the key to their Lighting
Bottles/Flasks
6
7
success was their product. Back/Neck/Posture Products 7
Computers/Laptops/Smar tphoneslets 7
Bicycle Accessories 8
What products raised the most in 2017? Notebooks/Planners 8
Knifes/Multi-Tools 8
Furniture 8
Drones 8
AR/VR 8
SMARTWATCHES Health/Grooming Products 8
Wallets 9
Gaming 9
$16,276,849 Camping/Outdoor Products 9
Pens 10
Robots 10
Car Gadgets 10
Wearables 11
Cameras 11
Smartphone Accessories 12
Baby/Child Toys & Products 12
3D PRINTERS/CNC/ Personal Gadgets 15
LASER ENGRAVERS Smartwatches 15
Electric Personal Transportation 16
$13,790,159 Musicial Instrument/Equipement
Speakers/Sound Equipement
17
17
Smart Home Gadgets 19
Computer/Laptop Accessories 19
Home Gadgets 20
Earphones/Headphones 20
Sports/Fitness Equipment 22
Bedding/Sleep Products 26
CAMERA ACCESSORIES 3d Printers/CNC/Laser Engravers 26
Bags/Backpacks 31
Camera Accessories 32
$13,042,517 Watches
Fashion/Garments
34
34
Kitchen Equipment/Gadgets 35
NUMBER OF CAMPAIGNS
5PRODUCT ADVICE FROM OUR RESPONDENTS
“Not every product is eligible to be a “Send your product out
$100K+ campaign, so choosing the for reviews prior to the
right product at the right time is key” campaign launch”
“At the end of the day, success “Get a good product,
depends on the product itself and get good a market-
how you present it to the world” ing campaign”
“Your product has to be innova-
“Develop products that matter
tive/exciting enough that people
and tell your story”
will want to help you create it”
“Make a thoughtful, capti-
“Build a product that
vating product and an
solves a specific problem”
equally great video”
“Focus on the product. “Have an unusual product
Get to know your with an intriguing
customers” backstory”
6AWARDS
We’re all about celebrating success and here we have the opportunity to
highlight the best of the best of 2017.
MOST
MOST HIGHEST $100K+
BACKERS RAISE CAMPAIGNS
htps:/w .indego .cm/projects/nimuo-l psthe-orignal-toybck-tapeoys#/?ref=cowdfunigchampions htps:/w .kicstare.com/prjects/128 90542/zetim-worldsfit-marwtch-i ands-overtu/?ef=crowdfunigchampions
JOINT WINNERS:
NIMUNO LOOPS ZETIME
BY BY
https://www.xeric.cXERIC
om/?ref=crowdfundingchampions
CHROME MYKRONOZ
CHERRY DESIGN
htCHADWICK
tps:/ bigidesiJOE ?ref=crPARKER
gn.com/HUANG owdfundingchampi&ons
IN TOTAL, 19 CROWDFUNDING CHAMPIONS SUCCESSFUL
LAUNCHED MORE THAN ONE $100K+ CAMPAIGN DURING 2017
7SURVEY DATA
Now we get on to the really interesting stuff, 93 Crowdfunding Champions took part in
our survey to provide us with a unique insight into what goes on behind the scenes.
Here’s what the average respondent looked like:
$43,981 $343,290 2502 $277
GOAL RAISE BACKERS AV. PLEDGE*
*INCLUDES SHIPPING
69% said it was their first Kickstarter/Indiegogo campaign.
8HOW CONFIDENT ARE YOU?
We asked our Crowdfunding Champions Despite this high level of confidence,
how confident they felt before the launch the power of Crowdfunding continues
of their campaign. to surprise...
81% 48%
said they said their
were either total raise
confident or exceeded their
very confident expectations.
before launch.
9TEAM
1 11%
INTERNAL TEAM SIZE
2 23%
3 29%
4 14%
5+ 22%
“Build a team, allocate
tasks and get prepared “Build a good team around
for long days and short you, and in advance of your
nights...” launch!”
10PREPARATION “Prepare,
Prepare,
Prepare!”
“Make a solid plan
and try to get
testimonials before
launching the cam-
Crowdfunding Champions recognise the importance of preparation. paign”
TIME SPENT PREAPRING FOR LAUNCH
7 month 12%
PREPARING
FOR LAUNCH
“Prepare enough content “Prepare your cam-
“Prepare! Kickstarter
“Get well prepared prior to launch, use it to field paign as much as you “Detailed
campaigns are like
on marketing test your idea. A lot of con- can, get in touch with preparation!”
sport competitions.
assets, like pics, tent helped us get free public- other companies which
The main thing is
videos, etc.” ity through 3rd party websites has done a Kickstarter
preparing for it”
(like nowthis, core77).” campaign before!”
11BUILDING A CROWD
Building a subscriber list before launch will not only allow you to engage with your target
market but also ensure your campaign has the best start possible.
21,000
9%
6%
6764
“Bring your own
“Build your “Spend as long as you “Get a large “Have a large pool
“Build a crowd - momentum
audience in can creating a large follower base prior of people to access
community” gets you access to
advance” email list prior to to launching” before starting”
the crowd you don't
launch”
know (yet)!”
12NOT EVERY SUBSCRIBER IS A GUARANTEED BACKER
The conversion rate of your subscriber list (the percentage that end up backing your campaign) will vary
depending on a number of factors including; how the list was built, the engagement prior to launch and
your campaign itself. As we see from the graph below, the size of the list also plays a big part.
30
CONVERSION RATE (%)
20
10
Looking for someone to help
build your subscriber list?
0 CrowdReach can help.
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undingchampions
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19
Note: 7000-8999 and 13,000-14,999 were removed
from this graph due to a lack of data
13SUPPORT
70%
hired external support
65%
hired external support
before launch during campaign
SERVICES USED BEFORE LAUNCH SERVICES USED DURING CAMPAIGN
CONSULTANT 11% OTHER 2%
ADVERTISING AGENCY 13% CONCULTANT 8%
MARKETING AGENCY 16% AFFILIATE SERVICES 11%
PR AGENCY 16% BACKER COMMUNITIES 16%
PHOTOGRAPHER 30%
PR AGENCY 19%
PACKAGE PROMOTION COMPANY 19%
GRAPHIC DESIGNER 33%
MARKETING AGENCY 26%
VIDEOGRAPHER 60%
ADVERTISING AGENCY 28%
Those that hired external support during their campaign on average
raised $90,182 more.
14PLEDGE MANAGEMENT
BackerKit has helped many of our Crowdfunding
Champions to simplify their fulfillment process
and generate additional funds through upsales.
Their team have kindly offered to provide our
USED readership with FREE setup on all their services
(saving you $199).
A PLEDGE
54% MANAGEMENT To claim this discount, enter code:
CROWDFUNDINGCHAMPIONS
SERVICE
ht ps:/w w.backerkit.com/admins/ ign_up?coupon_code=CROWDFUNDINGCHAMPIONS
CLICK HERE
INDIEGOGO INDEMAND
ON
AVERAGE
OF RAISING
KICKSTARTER AN EXTRA
60% CREATORS
LAUNCHED $95,468
AN INDEMAND Note: The length of these InDemand campaigns
varied. At the time of our research some InDemand
campaigns were still live. For these campaigns the
total amount raised was based on the figure
obtained on the 01/04/18. 15$100,000
10%
20%
30%
$400,000
advertising and
“Spend carefully
and effectively on
10%
20%
30%
16MARKETING SPEND
MARKETING SPEND
Based on feedback from our last report, we decide to look more closely at marketing spend to un-
derstand how our Crowdfunding Champions allocated their budgets. Of their total marketing spend
during the campaign, we asked what percentage was spent in each area.
AVERAGE ALLOCATION OF MARKETING
SPEND DURING CAMPAIGN
Backer Communities
3%
Package Promotions
3%
PR / PR agency
7%
Affiliate Marketing / Affiliate services
14%
Marketing Agency Online Advertisements / Ad Agency
7% 65%
17IMPACT
WE ASKED OUR CROWDFUNDING CHAMPIONS WHAT DROVE THE
MAJORITY OF THEIR PLEDGES.
FACEBOOK ADS
PLATFORM
(KICKSTARTER /
INDIEGOGO)
38%
EMAIL
24%
14%
18FINAL WORDS OF ADVICE
“Play it smart. Don't waste money, but take risks
“Seek help from as needed. Make sure your margin is fantastic so
someone who's done you can afford quality marketing. To do so, you
it before” will need to add value to your product beyond
its perceived worth by way of story and video
quality.”
“Talk to as many successful and
unsuccessful crowdfunders as “Be ready! What
possible and do the prep work. follows the campaign
It's not magic, it's hard work” is chaos!”
“Research as much as you “Study 5 most successful cam-
can and know your targeted paigns and understand or find
audience. It takes a long out what actually made them
time to build a good truly successful and then try to
Kickstarter page” mimic all those details!”
“Focus 100% on the
“Communication to
campaign during the
your backers is
campaign”
essential”
19ht p s : / c rowd re a c h . o / ? re f = c rowd f u n d i n g c h a m p i o n s
SPONSORED BY :
htps:/thegadgetflow.com/submit/?ref=crowdfundi gchampions
The #1 platform to discover the best products
on the market. Over 25M people per month stay
up to date with the latest product releases and
crowdfunding projects. Now supporting AR &
VR!
Experts in advertising product campaigns,
CrowdReach helps Kickstarter and Indiegogo
creators to generate more subscribers and
pledges.
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