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HAX Crowdfunding Guide 2017

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Best practices for crowdfunding your hardware startup in 2017, collected from over 70 campaigns run by HAX portfolio companies, including 10 who raised over $1 million.

Veröffentlicht in: Technologie
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HAX Crowdfunding Guide 2017

  1. 1. HAX CROWDFUNDING GUIDE 2017
  2. 2. NOTE FROM THE AUTHORS This guide shares lessons gathered over 4 years of supporting close to 100 consumer hardware startups, from page creation to funding (and beyond). Things keep evolving. We keep this knowledge up to date to support any new investment we make. We hope it will help creators be more successful, and more responsible, for the benefit of their backers, themselves, and the ecosystem at large. Ben, Cyril, Duncan, Kate …and all founders who contributed their hard-earned lessons WHAT’S NEXT
  3. 3. “NO.1 INVESTOR IN CROWDFUNDED HARDWARE” LEARNINGS FROM OUR STARTUPS: 70+ CAMPAIGNS (90% OVER $100,000) INCLUDING 10 IN THE WORLD’S TOP 100 (OVER $1M) N0.1 FROM AUSTRALIA N0.2 IN BACKERSN0.1 FROM FRANCE N0.1 FROM CANADA WHAT’S NEXT
  4. 4. Lief is an advanced wellness device that raised over $400,000. 1. THE TECHNICAL LEVEL IS GOING UP WHAT’S NEXT
  5. 5. In pre-order On market On market $20 $4 $1.5 FIDGET CUBE: COPIED BEFORE DELIVERY WHAT’S NEXT
  6. 6. USA South Korea China JIBO LG HUB ROBOT Oding Robot JIBO: INSPIRING PEOPLE “If you don’t ship first, someone else will” WHAT’S NEXT
  7. 7. 2. KNOW YOUR TECH, YOUR COSTS & YOUR FACTORY WAZER took time to figure out their technology and supply chain before crowdfunding WHAT’S NEXT
  8. 8. THESE PRODUCTS WILL NOT SHIP Some projects did not make clear what part of their technology was not ready, or messed up manufacturing. $15M investment $34M pre-orders £2.3M on Kickstarter 1.5M on Indiegogo WHAT’S NEXT
  9. 9. 3. THE BEST PAGE FROM 2015 IS TODAY’S MINIMUM A crowdfunding video can cost $5k-$10k or more Graphics have to be professionally designed Get the key value proposition straight up Analyze pros & cons of other campaigns in your category WHAT’S NEXT
  10. 10. 4. JOURNALISTS WANT TO SEE PROOF Nothing convinces like a live demo WHAT’S NEXT
  11. 11. REVOLS: Instant Custom-Fit Earphones Media roadshow Facebook ads $2.5M WHAT’S NEXT
  12. 12. 5. VIRAL VIDEOS ARE THE NEW BLACK 10,688,745 Likes 4,519,938 Likes 3,316,552 Likes 6,888,301 Likes UNILAD 25,508,208 Likes VIRAL THREAD GI GADGETS FUTURISM NOWTHIS FUTURE Facebook video channels give you more chances to go viral if you get picked up. WHAT’S NEXT
  13. 13. OCTOPUS: Kids Watch For Good Habits Pre-launch Facebook Ads Viral video $1M WHAT’S NEXT
  14. 14. 6. ADVERTISING WORKS Facebook ads and Adwords can increase momentum Red arrows can get attention Use funding news and backers as “proof”, time limit and savings for FOMO. WHAT’S NEXT
  15. 15. KOKOON: Ergonomic EEG Headphones For Sleep $1.9M Facebook AdsLimited PR WHAT’S NEXT
  16. 16. 7. BUILD A COMMUNITY Pre-campaign ads Demo Roadshow Email engagement Existing followers YouTubers Celebrities Cross-promotions Demo Videos OTHER PEOPLE’SYOUR OWN Influential Bloggers The “Exploding kittens” card game raised over $8M thanks to the audience of its creator, the blog The Oatmeal WHAT’S NEXT Etc. Etc.
  17. 17. PRYNT: Printer Case For Smartphones $1.5M Pre-launch Community WHAT’S NEXT
  18. 18. NURA: Headphones Tuned To You $1.8M Facebook Ads Media Roadshow + Friends & Family WHAT’S NEXT
  19. 19. 8. IT’S A FULL-TIME JOB Things YOU can do post-launch: Get more PR Respond to backers Adjust the page title, image, content Run ads Do demos Post updates And more! WHAT’S NEXT
  20. 20. VUE: Everyday Smart Glasses $2.3M Heavy Support Facebook Ads WHAT’S NEXT
  21. 21. WAZER: Desktop Waterjet Cutter $1.3M Pre-launch Roadshow Limited Support WHAT’S NEXT
  22. 22. 9. YOU CAN’T PREDICT A $1M RESULT Typically you can’t. Kickstarter had 217 campaigns over $1M since 2009. Hardware startups represent about 100 of them. It’s <1% in tech and design. If the past is a good predictor, smart watches, travel tech ear/headphones, drones and 3D printers are the best categories. …but you might not ship your drone, might not be able to finance the second run of your 3D printer, or might be acquired by Fitbit ;) OLO Smartphone 3D printer Will margins be enough for a second batch? WHAT’S NEXT
  23. 23. 10. THE RESULT DOESN’T DECIDE YOUR FUTURE Some of our best companies raised very little at first. Kickstarter $185,576 Jan. 2013 Year 2016 >200 staff WHAT’S NEXT
  24. 24. NEXT THING CO: From “Failure” to Success $2M Their first project lacked a cheap computer… so they built one. Backers: 414 Funding: $71,559 Backers: 39560 Funding: $2,071,928 WHAT’S NEXT
  25. 25. NEXT THING CO: $9 Computer C.H.I.P. $2M One single interview to “prove” it is real Over 100,000 units shipped. WHAT’S NEXT
  26. 26. IN CONCLUSION: WHAT IS CROWDFUNDING SUCCESS? 1. Shipping a (good) product WHAT’S NEXT 2. Building a profitable business Before you ship, it is an idea. Before profit, it is an experiment.
  27. 27. LAUNCH GROWTH O TO 1 1 TO N SHENZHEN PrototypetoLaunch SANFRANCISCO ProducttoScale HAX PROGRAMS
  28. 28. CHINA EUROPE USA & CANADA REST OF WORLD 200 GLOBAL INVESTMENTS
  29. 29. LIFESTYLE HEALTH ROBOTICS INFRASTRUCTURE FABRICATION 5 CATEGORIES
  30. 30. WHAT’S NEXT APPLY: www.hax.co - CONTACT: makeit @ hax.co

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