NUKI Crowdfundingkampagne auf Kickstarter
•
0 likes•607 views
Wie führt man eine sehr erfolgreiche Crowdfundingkampagne auf Kickstarter durch?
Recommended
More Related Content
Viewers also liked
Viewers also liked (8)
Similar to NUKI Crowdfundingkampagne auf Kickstarter
Similar to NUKI Crowdfundingkampagne auf Kickstarter (20)
More from Elfriede Sixt
More from Elfriede Sixt (20)
Recently uploaded
Recently uploaded (20)
NUKI Crowdfundingkampagne auf Kickstarter
- 1. Lessons learned from a Kickstarter campaign
- 2. Raised € 100.000 in less than 4 hours Achieved funding goal in 8 hours Sold more than 2500 units as of today backers 2,038 pledged of €125.000 goal €385.524 days to go 0
- 3. DOORLOCK OF THE FUTURE Nuki App
- 4. DOORLOCK OF THE FUTUREDOORLOCK OF THE FUTURE Nuki App Nuki Keyturner Nuki Bridge
- 6. KEY LEARNING „Chance favors the prepared mind. The more you practice, the luckier you will become.“ S i r R i c h a r d B r a n s o n „Chance favors the prepared mind. The more you practice, the luckier you will become.“ S i r R i c h a r d B r a n s o n
- 7. OUR LEARNINGS ① Prepare early enough but not too early
- 8. OUR LEARNINGS ① Prepare early enough but not too early ② Form your story
- 9. FORM YOUR STORY Your story should be - New - Interesting - Authentic - Honest - Optimized & Tested
- 10. OUR LEARNINGS ① Prepare early enough but not too early ② Form your story ③ Calculate ROI early
- 11. CALCULATE ROI You won’t believe it, but there’s a simple formula Qty. of E-Mails * Conversion * avg. Reward * Multiplier = Camp. Target Camp. Target * Mkt Exp / Reward = Marketing Budget Qty of E-Mails: size of your database Conversion: typically 2-5%, depends on the quality of your database Avg. Reward: How much will people spend on one conversion
- 12. OUR LEARNINGS ① Prepare early enough but not too early ② Form your story ③ Calculate ROI early ④ Pick your channels
- 13. OUR LEARNINGS ① Prepare early enough but not too early ② Form your story ③ Calculate ROI early ④ Pick your channels ⑤ Make everything as viral as possible
- 14. GO VIRAL – WORD OF MOUTH
- 15. OUR LEARNINGS ① Prepare early enough but not too early ② Form your story ③ Calculate ROI early ④ Pick your channels ⑤ Make everything as viral as possible ⑥ Work with the best
- 16. OUR LEARNINGS ① Prepare early enough but not too early ② Form your story ③ Calculate ROI early ④ Pick your channels ⑤ Make everything as viral as possible ⑥ Work with the best ⑦ Have a clear execution plan
- 17. OUR LEARNINGS ① Prepare early enough but not too early ② Form your story ③ Calculate ROI early ④ Pick your channels ⑤ Make everyting as viral as possible ⑥ Work with the best ⑦ Have a clear execution plan ⑧ Shoot on day 1 & ride the wave
- 18. SHOOT ON DAY 1
- 19. OUR LEARNINGS ① Prepare early enough but not too early ② Form your story ③ Calculate ROI early ④ Pick your channels ⑤ Make everything as viral as possible ⑥ Work with the best ⑦ Have a clear execution plan ⑧ Shoot on day 1 & ride the wave ⑨ Stay focused, keep going
- 20. Get your “new key” at shop.nuki.io now! As seen on Thanks!
Editor's Notes
- Needs one more slide – show more while talking What is the future visions
- Header: Nuki on Kickstarter (nur wenn Header erforderlich) Raised 100.000€ in less than 4 hours Achieved funding goal in 8 hours Sold more than 2000 units as of today Bild sollte unsere Kampagne zeigen und das Funding-Level
- Hier ein anderes Bild verwenden, das Nuki App (kann gleich bleiben), Keyturner und Bridge zeigt. Es sollte unter jedem Bild auch ein kleiner Text sein mit “Nuki App (iOS & Android)”; “Nuki Keyturner (Bluetooth Symbol)” und “Nuki Bridge (optional, Bluetooth & Wifi)” Zuerst sollte nur Smartphone sichtbar sein, dann kommen die anderen Devices dazu
- Hier ein anderes Bild verwenden, das Noki App (kann gleich bleiben), Keyturner und Bridge zeigt. Es sollte unter jedem Bild auch ein kleiner Text sein mit “Noki App (iOS & Android)”; “Noki Keyturner (Bluetooth Symbol)” und “Noki Bridge (optional, Bluetooth & Wifi)” Zuerst sollte nur Smartphone sichtbar sein, dann kommen die anderen Devices dazu
- „Nest for doors/keys“
- Prepare enough but not too early: Trade-off zwischen Produktentwicklung und Vermarktung, aber ohne Fokus auf Vermarktung auch keine erfolgreiche Kampagne... Wir haben 6 Monate Vorlaufzeit genommen, davon etwa 85% auf Vermarktung konzentriert, nur 15% in Aufbereitung der Kampagne, Video etc... Zu früh sollte man auch nicht starten, weil dann das Produkt noch nicht weit genug ist und man große Gefahr läuft, Versprechungen an die Community zu machen, die man später nicht halten kann
- Form your story: Crowdfunding is like story telling, and you need to find people who buy into your story Your story should be: New Interesting Authentic Honest Optimized & Tested -> we were not selling a door lock (nobody cares about a door lock) but the vision to get rid of your keys (because we all carry them and would like to get rid of them)
- Form your story: Crowdfunding is like story telling, and you need to find people who buy into your story Your story should be: New – so many ideas on Kickstarter and it’s all about early adopters, they love new stuff but not copies Interesting – there must be an adressable market and some group must be engaged to prefund your project Authentic – be you. Too many touch points with your customers to artificially tune yourself, be authentic and it will be stronger in the long run (people complained about our english – who cares? This is us!) Honest – same as above, too many touchpoints. You may be able to cheat through your project, but it won’t pay off in the long-run Optimized & Tested – we were not selling a door lock (nobody cares about a door lock) but the vision to get rid of your keys (because we all carry them and would like to get rid of them) - Exercise with friends to finetune your meassage and how you tell your story. Go to pitch sessions and ask for feedback...
- Prepare enough but not too early: Trade-off zwischen Produktentwicklung und Vermarktung, aber ohne Fokus auf Vermarktung auch keine erfolgreiche Kampagne... Wir haben 6 Monate Vorlaufzeit genommen, davon etwa 85% auf Vermarktung konzentriert, nur 15% in Aufbereitung der Kampagne, Video etc... Zu früh sollte man auch nicht starten, weil dann das Produkt noch nicht weit genug ist und man große Gefahr läuft, Versprechungen an die Community zu machen, die man später nicht halten kann
- Calculate ROI: There’s a simple and tested formula, which helps you to plan your budget in advance. Everything is based on E-Mail Marketing & Newsletters, calculate max. Adspend per e-mail adress and then collect as many mail adresses as possible for below this cost
- Pick your channels: Find the channels where you can go below your target adspend per address. In our case: PR, events, Facebook (virality), friends & family Can also be special blogger who drive lots of traffic, etc... (not in our case as there is hardly anybody blogging about door locks or smart home –> focus on tech media)
- Prepare enough but not too early: Trade-off zwischen Produktentwicklung und Vermarktung, aber ohne Fokus auf Vermarktung auch keine erfolgreiche Kampagne... Wir haben 6 Monate Vorlaufzeit genommen, davon etwa 85% auf Vermarktung konzentriert, nur 15% in Aufbereitung der Kampagne, Video etc... Zu früh sollte man auch nicht starten, weil dann das Produkt noch nicht weit genug ist und man große Gefahr läuft, Versprechungen an die Community zu machen, die man später nicht halten kann
- Use your first supporters to bring on bord further supporters – make virality as easy as possible For example our referral campaign helped us to grow from close to 20K users to close to 25K users; several thousands of users on our website, etc...
- Work with the best: you need strong partners to succeed who have experience Seek direct help from your platform (Kickstarter, Indiegogo, ...) Pick a PR company with track record for crowdfunding projects (they understand the dynamics) As experienced crowdfunders & research other campaigns Don’t save on video
- Have a clear execution plan: Plan exactly what you need to do in the first few days, plan for lots of stuff going on (support, interview, party,...)
- Shoot on day 1: Platforms like Kickstarter use algorithms to detect new & interesting projects based on their launch performance The media needs to have stories to write, you need to be able to create a headline on day 1 So please don’t save for the 5th days or so, you’ll loose momentum Once you are in the center of attention just keep going, ride the wave (in our case: all power on day 1 + kickstarter launch in Germany -> headlines anyways)
- Shoot on day 1: Platforms like Kickstarter use algorithms to detect new & interesting projects based on their launch performance The media needs to have stories to write, you need to be able to create a headline on day 1 So please don’t save for the 5th days or so, you’ll loose momentum Once you are in the center of attention just keep going, ride the wave (in our case: all power on day 1 + kickstarter launch in Germany -> headlines anyways)
- Stay focused and keep going: Entertain the community, engage in discussions, you will get tons of feedback anyways But most importantly, don’t make easy promises and expand your products into areas you haven’t had on your mind in advance. It will create lots of complexity afterwards.