Kickstarter's Most Funded App: Pro Tips & Insights

The Pre-Launch Phase: Laying the Groundwork for Crowdfunding Success

At memoryOS, a principle we consistently emphasize is that “the majority of effort in a Kickstarter campaign occurs prior to the campaign’s actual launch.”

Thorough preparation is paramount. However, even with diligent pre-launch work, anticipate periods of intense activity following the launch date. The standard startup approach – continuous measurement, analysis, and adjustment – is equally vital for a successful crowdfunding campaign.

Understanding the Crowdfunding Landscape

Crowdfunding is demonstrably more suited to certain B2C products than others. For context, memoryOS is a gamified application designed to enhance memorization techniques.

It utilizes virtual mind palaces and engaging microlessons, delivered by our co-founder, Jonas von Essen – a two-time World Memory Champion.

Prior to achieving the status of Kickstarter’s most funded app – exceeding our funding goal by 6,400% and subsequently expanding to the Indiegogo platform – we dedicated substantial time to researching crowdfunding strategies.

We also benefited from consultations with leading crowdfunding project creators, who generously shared their insights and experiences.

A 10-Step Guide to Building a Successful Campaign

We are sharing our methodology and key learnings to assist others navigating the challenges of launching a new product. This is a comprehensive, 10-step guide to help you succeed.

Our Approach to Crowdfunding

Launching a product can be incredibly demanding, and we aim to provide a roadmap based on our own journey.

This guide encapsulates the strategies that proved most effective for memoryOS, and we believe they can be adapted to a wide range of crowdfunding projects.

Identifying a Novel Concept

A distinctive product idea is crucial, one that effectively addresses a need or resolves a challenge for a defined target demographic. A reliable strategy involves establishing two primary hypotheses early in the development process and subsequently validating them.

These hypotheses are fundamental to success.

Key Hypotheses to Validate

• Does the product function as designed, effectively solving the intended problem, and does it offer improvements over existing solutions? This phase is commonly known as “proof of concept” validation.
• Is there a sufficient number of potential customers willing to purchase the product to support a viable business model?

Initial development should focus on creating a basic prototype to test the first hypothesis. Successful validation of this prototype allows progression towards an MVP (Minimum Viable Product) or a concise demonstration version intended for eventual commercial release.

Gathering user feedback through testing is essential.

It is highly recommended to solicit a minimal reservation deposit from testers, coupled with a commitment to cover the remaining cost of the full product at a later date. Securing financial commitment transforms potential enthusiasts into confirmed customers, substantially boosting the likelihood of a successful venture.

Gathering User Insights

It is crucial to begin collecting user feedback as soon as a testable version of your product is available. This process involves conducting concise surveys to gain a deeper understanding of your customer base.

Analyzing the motivations and intended uses behind their potential interest in your product is paramount. At memoryOS, initial outreach involved direct conversations with the first two thousand prospective customers.

These interactions proved invaluable in establishing a more personal and emotionally resonant connection with our target audience. When a demo or prototype is ready for user testing, integrate a feedback mechanism directly into the experience.

Alternatively, utilize tools like Google Forms for broader surveys or solicit feedback through direct email correspondence.

Methods for Collecting Feedback

• Direct Calls: Engage in one-on-one conversations with early leads.
• In-App Forms: Embed feedback forms within your demo or prototype.
• Online Surveys: Distribute surveys via platforms like Google Forms.
• Email Inquiries: Request feedback directly through email communication.

The goal is to understand why users would desire your product and for what purposes they would utilize it. This understanding will drive product development and ensure alignment with customer needs.

Cultivating Communities and Generating Leads for Campaigns

Successful crowdfunding initiatives consistently demonstrate a pre-existing, dedicated fanbase prior to their official launch. Campaigns achieving substantial funding – reaching six or even seven figures – are invariably the result of meticulous, advance planning.

This explains the observed trend of experienced project creators consistently improving their results with each subsequent crowdfunding endeavor. Prioritizing the development of a community and the acquisition of leads should be central to your strategy.

Leveraging Social Media for Traffic

Our primary method for directing traffic to dedicated landing pages has been through the utilization of Facebook and Instagram conversion advertisements.

Beyond digital channels, direct communication with initial leads proved valuable. We supplemented this with SMS automation and bulk notifications to further encourage conversions.

The Power of SMS and Email Marketing

SMS messaging boasts significantly higher open rates compared to email. However, due to potential costs, we recommend strategically deploying SMS – specifically, a message containing your campaign URL at launch and another shortly before the campaign concludes.

Email marketing allows for more frequent communication. Regular updates leading up to the launch can maintain audience engagement and ensure your product remains prominent in their consideration. Weekly updates during the campaign, including a clear call to action, can also encourage pledges from those who haven't yet contributed.

Establishing Optional VIP Memberships for Potential Customers

A highly effective strategy for a thriving crowdfunding campaign involves offering optional VIP memberships. Immediately following a complimentary registration, prospective customers should be directed to a dedicated landing page.

This page presents an opportunity to submit a modest, refundable reservation deposit. In return, they gain access to a private group for early adopters, hosted on Facebook, complete with a defined set of exclusive advantages.

Securing this VIP status also guarantees access to the most advantageous Super Early-Bird pricing for the app’s lifetime subscription plan.

The Value of VIP Engagement

Leads who opt for the VIP membership are demonstrably more likely to contribute to your crowdfunding campaign – typically 10 to 20 times more so than standard leads. This increased commitment stems from their initial financial investment, signaling a clear expression of support.

The reservation deposit acts as a qualifying factor, identifying individuals genuinely interested in becoming long-term users.

Optimizing the Reservation Deposit

It’s crucial that this initial deposit be entirely refundable. We recommend A/B testing various reservation amounts, starting from as low as $1 and increasing to $9, to determine the optimal price point.

Monitoring conversion rates at each level will reveal the threshold at which engagement begins to decline.

For our premium lifetime plan, a $9 reservation deposit proved successful. This generated supplementary revenue, assisting with the coverage of ongoing operational costs.

• Consider a fully refundable deposit.
• Test amounts between $1 and $9.
• Monitor conversion rates closely.

By implementing this system, you can cultivate a dedicated base of early adopters and significantly boost the success of your crowdfunding efforts.

Defining Key Performance Indicators, Objectives, and Return on Ad Spend (ROAS)

Progressing without a solid financial foundation is unproductive. Your financial projections, based on realistic conversion rates, should instill confidence in your team that the campaign has the potential to generate at least six figures, leveraging your current audience.

For planning purposes, utilize these conservative conversion benchmarks: a 2% conversion rate for non-VIP leads at your Average Order Value (AOV), and a 20% conversion rate for VIP leads matching their pledged commitments.

Develop a daily-updated spreadsheet to track ad expenditure alongside the number of VIP and non-VIP leads acquired. This will allow for continuous monitoring of your projected ROI.

Consider factoring in an additional 20% to account for organic pledges originating directly from the platform. Remember to also deduct any associated platform and transaction costs.

Monitoring and Scaling Your Campaign

This approach facilitates informed ad spend scaling and provides a clear understanding of your crowdfunding campaign’s potential funding level. Prioritizing a delayed launch with increased confidence in projected outcomes is preferable to a premature launch yielding unsatisfactory results.

Accurate tracking of these metrics is essential for optimizing performance and maximizing the effectiveness of your crowdfunding efforts.

Continuous Growth: Product, Team, and Community

Consistent development across all areas is crucial. This includes ongoing improvements to your product, strengthening your team, and actively engaging with your community throughout the entire crowdfunding process – before, during, and after launch.

The Importance of Team Alignment

The dedication of your core team is paramount. Ensure team members are motivated primarily by the project's vision and the learning opportunity it presents.

Agreement to operate in a lean, bootstrap environment until profitability is achieved is also essential.

Communicating Progress to Your Community

Regularly share updates and enhancements with your community. Transparency builds trust and fosters a sense of shared ownership.

This communication should be consistent across all phases of your crowdfunding campaign: pre-launch, live, and post-launch.

Key Areas for Continuous Development

• Product: Iteratively improve features and address user feedback.
• Team: Foster a collaborative and growth-oriented environment.
• Community: Maintain open communication and actively solicit input.

Creating an Effective Project Video

Early in our campaign, a review and critique of both our campaign page and our primary video – which ran for eight minutes – was published on YouTube.

The Kickstarter dashboard offers insights into the average video watch rate. Recognizing that our initial rate was suboptimal, we opted to produce a condensed version two weeks into the campaign.

The original, longer video was then relocated to the top of the Story section. This adjustment did result in a modest increase in viewership.

Therefore, aiming for a video length of approximately three minutes from the outset is generally advisable.

Enhancing Your Kickstarter Campaign Page for Maximum Impact

A key recommendation is to prioritize visual content over extensive text. Modern internet users frequently engage in rapid scrolling, therefore compelling imagery, GIFs, and videos should be central to your presentation.

Just as with your campaign video, thorough research of successful Kickstarter pages is crucial. Document the essential sections commonly found in these high-performing campaigns.

Prioritizing Visual Communication

The modern Kickstarter visitor often scans pages quickly. Strong visuals are more likely to capture attention and convey your message effectively than large blocks of text.

Consider how images, animated GIFs, and especially videos can demonstrate your project's value and appeal. Let these elements do the heavy lifting in communicating your core ideas.

Structuring Your Campaign Page

Analyzing successful campaigns provides a blueprint for your own page. Identify the common elements that resonate with backers.

Create a list of necessary sections – such as project overview, rewards tiers, team introductions, and timeline – based on your research. This ensures a comprehensive and persuasive presentation.

• Project Overview: Clearly state your project's purpose and goals.
• Rewards Tiers: Offer compelling incentives for different contribution levels.
• Team Introduction: Build trust by showcasing the individuals behind the project.
• Timeline: Provide a realistic schedule for project completion.

By focusing on these elements, you can create a Kickstarter page that effectively engages potential backers and maximizes your chances of success.

Investing in Marketing, Advertising, and Public Relations is Acceptable

When implementing advertising campaigns, dedicate time to ongoing testing of both video and banner image assets. Variations in creatives can have a substantial effect on campaign performance.

During the pre-launch period, proper Facebook pixel configuration is crucial for optimizing towards purchase conversions – representing the most effective approach. We further enhanced our tracking by integrating Hyros, a sophisticated ad attribution platform, which provided precise data and facilitated ad spend scaling.

Ensure a portion of your marketing budget is reserved for the live campaign phase. Several established Kickstarter agencies can provide valuable assistance. Our experience with Jellop was positive, and early engagement – several weeks prior to launch – is recommended if you choose to utilize an agency.

Should your Return on Ad Spend (ROAS) demonstrate positive results within the initial days, explore the possibility of connecting with the SprintCF fund. They may offer a loan to supplement your advertising budget, providing an additional financial avenue.

Consider establishing an affiliate program through platforms like Kickbooster. Sharing the affiliate link with your audience a few days into the campaign can encourage promotion of your project and potentially earn you a percentage of resulting pledges.

Reaching out to relevant influencers offering commission-based promotions is also an option. However, our affiliate campaign yielded limited success with influencers, suggesting a cautious approach to time investment in this area.

Concerning public relations, our internal team crafted press releases and proactively contacted journalists, both directly and utilizing tools such as Prowly. While immediate results were modest, consistent effort can eventually attract media attention and coverage of your campaign’s progress. Post-campaign coverage is also a possibility.

Treat affiliate marketing and PR initiatives as potential supplementary benefits for your campaign and website SEO. Avoid over-reliance on these strategies, and allocate resources accordingly.

Additional Considerations for Campaign Promotion

It’s important to view marketing spend not as an expense, but as an investment in achieving your funding goals.

Leveraging Different Marketing Channels

• Paid Advertising: Continuous A/B testing of ad creatives is vital.
• Affiliate Marketing: Kickbooster provides a platform for managing affiliate programs.
• Influencer Outreach: While potentially valuable, manage expectations regarding influencer ROI.
• Public Relations: Proactive press release distribution and journalist outreach are key.

Remember that while PR and affiliate programs can contribute to overall success, they shouldn't be the primary focus of your marketing strategy.

Optimizing Ad Spend

Utilizing advanced ad tracking software, like Hyros, allows for precise attribution modeling and informed scaling of advertising efforts. This level of detail is crucial for maximizing ROAS.

Essential Considerations for Startup Success

Beyond assembling a dedicated core team, securing the guidance of seasoned advisors is crucial for navigating the complexities of a new venture. Proactive planning is paramount; consider the trajectory following your Kickstarter campaign.

Will you transition to Indiegogo's in-demand platform, potentially followed by an equity crowdfunding initiative? Or will the initial success of Kickstarter suffice before direct sales to consumers commence?

The Demands of Crowdfunding and Startup Life

Launching and managing a successful crowdfunding campaign, and indeed building a startup, presents significant challenges. Be mindful of the potential for burnout and prioritize your physical and mental well-being.

The process often involves considerable periods without adequate rest, so self-care is not optional.

Aligning Passion with Purpose

Critically evaluate your motivations: Does your startup’s overarching objective resonate deeply with your personal values? A valuable self-assessment involves contemplating whether you would pursue this endeavor with unwavering enthusiasm even with a limited lifespan.

If a firm affirmative response is given, coupled with relevant business experience, achieving your objectives becomes considerably more attainable. Despite potential clichés, perseverance is key – maintain momentum, and success will follow.

Best wishes on your journey!