Hey everyone, welcome to the overview episode of the Launch and Scale™ Podcast. I'm Khierstyn Ross, and I am so excited to be officially kicking this off. For those that have been following the Crowdfunding Uncut podcast for a while, you know that I did that for the last three years where that podcast focused really heavily on how to bring physical products to market through the Kickstarter route. Over my last four years being in the trenches with creators, really bringing products to market, managing very large crowdfunding campaigns of multiple six-figures, and advising E-commerce brands on how to bring new products to market, I felt that it was time to evolve the brand. And really evolve the conversation to taking everything I've learned from the Kickstarter route, and bringing products to market successfully, and really applying that to any product launch online.
Because what I've noticed is with Kickstarter launches you have one chance, really, to make a great first impression. You have one chance to position your product properly, one chance to make sure that your message is right, the pricing is right, and not only that, but that you have an intimate understanding of why your customer is going to buy this product so that you can have a great sales message, a great video and all that. What I've found is that with Kickstarter campaigns, because it is, traditionally, people have a very high failure rate on Kickstarter whereas the success rate on Kickstarter's about 37%. The big factor with that is to make sure that you not only have an audience of people ready to buy your product when you're live but the other side is making sure you have the right audience because you want to make sure you're building up the right audience of people that are actually going to resonate with your product and love your products so that they buy it on your Crowdfunding campaign when it goes live.
And so because of that and because of the whole getting to know your customer and how much it builds into positioning your product properly, I find that the work that we've done and why I have such a high success rate of campaign success on Kickstarter is because we do a lot of due diligence leading up to a launch of who is your customer. Let's prove that hypothesis through Facebook marketing, let's prove that hypothesis through customer interviews through a structured beta test, which we talk about in episode two, and through different things like that to really make sure that the assumptions we make about our product and who is going to buy and why people love it, we make sure that that is market tested and proven so that when we go to spend so much time and resources launching this product that we get it right the first time.
So, I've found that after working with beginner brands who were using Kickstarter for launch that first product versus an eCommerce client that maybe selling a dozen or so products on Amazon and they know want to build up their audience using Kickstarter as an addition platform, I noticed a trend in that the things we do so early stage with beginner brands to really scope who the customer is, market test demographics and make sure that they are predictably setting up the way we position our product. I realized that that in a lot of the eCommerce brands like the current ones that we approaching me didn't have that locked in. So, I thought, okay, well, I want to take this conversation more mainstream and everything that we have done with Kickstarter campaigns to make sure that we have a six-figure launch, to make sure we are positioning the product and the message we have really resonates with the person we put it in front of.
I wanted to take that conversation more so that people who are looking at taking their product off of Amazon and selling on their Shopify site or building a physical product or even looking to create that round two of a product for a launch, if you're on the Kickstarter...
