MakerCon Bay Area 2014

1. LAUNCH
From Concept to Consumer
K AT H E R I N E H A G U E , S H O P LO C K E T

2. AYAH BDEIR OF
littleBits
DREW DOWNS
Gelaskins
ADAM SAGER
Canary
MARC BARROS
Moment
EMILY BROOKE
Blaze
MARK ARGO OF
Aesthetec Studio
KATE DRANE
Indiegogo
LISA FETTERMAN
Nomiku
MAX TEMKIN
Cards Against Humanity
EDWARD TANG
Avegant
CHRIS ANDERSON
3D Robotics
BEN KAUFMAN
Quirky
NICK EVANS
Tile
ZACH SUPALLA
Spark
JAMEY STEGMAIER
Stonemaier Games
LAURIS LIBERTS
Startup Vitamins
MAX BOGUE
3Doodler
CAMERON ROBERTSON
Lockitron
ARIEL GARTEN
InteraXon
STEPHEN LAKE
Thalmic

3. L A U N C H A C A D E M Y

4. W E S E E A LOT A C R O S S O U T P L AT F O RM

5. There’s a formula for
crowdfunding launch success.

6. S E E D R S
To guarantee success, you need to hit
35% of your goal on day one.

7. Campaigns with day to day marketing
GOGETF U N D I N G
plans raise 180% more.

8. Campaigns that post 1-5 updates each
week double their contributions.
I N D I E G O G O

9. 62% of campaigns that reach their goal
I N D I E G O G O
have repeat funders.

10. Campaigns with teams raise 38% more.
GOGETF U N D I N G

11. There’s no playbook post
launch. Or at least, it hasn’t
been written yet.

12. It can take 6 months to two years to
match your first month of crowdfunding
sales post-launch.

13. I N T H I S TA L K
What NOT to start post launch
Navigating the world post launch
Where hardware launches & business builing is moving

14. What NOT to start
post launch.

15. P R I C I N G : D O N ’ T U N D E R P R I C E
Before you launch, you need to know:
Pre-order price, retail price, and your margin
Understand shipping costs to consumers
"We added up our entire supply chain, from the very first
raw materials supplier all the way to the consumers hands,
and there’s 15 steps," Fawcett explains, summing up the hard
work. "Fifteen different people who have to get paid, from
the time we say 'build this’ to the time the consumer buys it." JON FAWCETT
[Fuse]Chicken

17. M A N U FA C T U R I N G : L I N E I T U P
Know your BOM, include packaging shipping, everything.
Don't get surprised later.
Know your factory
Build in a contingency, and then double that contingency.
“I've been given a lot of advice but if I were to
give advice to another entrepreneur I think it
would be that the manufacturing process is
always going to take longer than you thought.”
ARIEL GARTEN
InteraXon

18. M U S T D O :
G E T O N A P L A N E .
G O TO T H E
VA L L E Y. G O T T O
S H E N Z H E N .

20. S E E D F U N D I N G : D O N ’ T R U N O U T AT T H E F I N I S H L I N E
Have enough to deliver on your promise to backers
You don't whether or not you can ship to depend on raising
more money
Raise money on YOUR terms during or post launch

22. Navigating the world
post-launch.

23. L O G I S T I C S : G E T H E L P
A shipping party with all of your friends is not as fun as it
sounds. Paying for help can be worth it, but plan for the extra
costs from the beginning.
BACKERKIT AMAZON FULFILMENT WEBGISTIX
SHIPWIRE FULFILLRITE WHIPLASH

25. S A L E S C H A N N E L S : B E S T R AT E G I C
Television Shopping Short-Term Sales Long-Term Marketplaces
TV sales is used by local companies like
Clickfree and Surfeasy to great success!
Did you know that amazon
scrapes the web and auto
matches the lowest price for
your product? Don’t let other
online sellers give deep
discounts!
Your Website
Retail

26. This is just the beginning.

27. M U S T R E A D :
A W E A R A B L E S
S T A R T U P
P L A Y B O O K , T I M
C H A N G

28. But we’re still at the early
stages, what other industries
can we learn from to predict
where things are moving??

29. I think hardware has a lot to
learn from the fashion
industry.

30. WH AT W E A L R E A DY H AV E I N C O MMO N
M A N U FA C T U R I N G R E T A I L

31. WH AT J U S T E M E R G E D O N T H E H A R D WA R E S I D E ?
T H E B U I L D I N G
B L O C K S A N D
S U P P LY C H A I N

32. WH AT C O U L D B E N E X T ?
SEASONS BRAND/DESIGN vs. FUNCTION
What if “launch” really is the best “Its works” is not enough
way to generate sales?
What is companies launched
products every season?
What sells this season won’t
necessarily sell next season.
Shorter release cycles. Think about
your next product, now.
Building product lines sooner.
Increasingly demanding
consumers
Judged on the same criteria
that we use buying
sunglasses.
“DESIGNER” Labels
Opportunities will be created
to “break out” as a designer at
the consumer level.
Bergdorfs? Cover of Vogue?
Coveted retail locations, and
publications will emerge.
Curated showcases within
existing retail stores?
Sources for consumers to stay
up to date with “seasonality”
will emerge.
Fashion week? Vaogue?

33. "I would say that even though it's in
our name, we're not a lock company.
We're much more about knowing
who you are relative to the device.
We see it as social hardware. "
CAMERON ROBERTSON
Lockitron
"The future we see for wearables is
that they will become a lot more
wearable."
MONISHA
LumoBodyTech

34. M U S T WAT C H :
S C AT T E R MY
A S H E S A T
B E R G D O R F S

35. Questions?
katherine@shoplocket.com