Crowdfunding Mastery

8 out of 10 crowdfunding campaigns fail. But this December, we launched 2 campaigns—and both were a massive success. We raised $231,000 for Phantom Endless Pen and AU$40,000 for Clever Toys. How? Because crowdfunding isn’t about just having a great product. It’s about strategy, storytelling, and connecting with your audience. Here’s what worked for us: 1. A clear WHY: People don’t just fund products—they fund stories. We made sure our campaigns weren’t about selling but about creating a connection. 2. The perfect audience: Not everyone is your customer. We spent weeks researching our ideal backers—what they want, how they think, and where they hang out. 3. Engagement over everything: Crowdfunding is more than a launch; it’s a journey. We kept our audience involved every step of the way—through sneak peeks, behind-the-scenes, and regular updates. 4. A rock-solid plan: Every campaign needs momentum. We planned our pre-launch, launch day, and stretch goals to keep the excitement alive. Crowdfunding isn’t easy—it takes effort, consistency, and a little courage. But when done right, it’s worth it. This December proved that with the right mindset and approach, success is more than achievable. So, if you’ve been sitting on an idea, here’s your sign to start. The only thing standing between you and your success is action. What’s stopping you from launching your first campaign? Let’s talk in the comments! #CrowdfundingJourney #StartupSuccess #KickstarterCampaign

Tis the season of giving and products are no exception 🎁 Popular platforms like Kickstarter get ideas funded and provide incredible lessons for future product launches. Crowdfunding has molded how ideas are brought to market and brought to life. We see ideas get crowd funded all the time at Beyond Design, Inc. Here are the top 5 Kickstarter hits that turned big ideas into major crowdfunding success stories with my takeaways: 1. Pebble Time ⌚ With 78,000+ backers and $20M+ raised, Pebble proved that timing and simplicity drive big wins. They started the smartwatch craze and made tech more convenient. Strategic, limited-time rewards and uncomplicated features drove its campaign success and eventual $40M acquisition. 💡Lesson: Address genuine market needs at the right time. Emerging tech paired with accessible design can create massive traction and lasting industries. 2. Coolest Cooler 🥤 With 62,000+ backers and $13M+ raised, the Coolest Cooler was a Swiss-army-like solution. Its versatility and array of features were appealing, however, it failed to launch despite exceeding funding because the targeted development and production costs were unrealistic. 💡Lesson: Great ideas need smart engineering and design intended for manufacturing. If not, the product vision won’t be delivered as promised. 3. EcoFlow DELTA Pro🔋 With 3,100+ backers and $12M+ raised, the EcoFlow power station built trust through transparent prototype tests and reviews (which were displayed in their campaign). The “show, don’t tell” approach highlighted real user experiences and benefits to crush funding goals. 💡Lesson: Investing in prototypes and user feedback early creates credibility. Demonstrating value with proof builds trust far more effectively than relying on visuals or promises. 4. Travel Tripod 📷  With 27,000+ backers and $12M+ raised, the Tripod focused on usability. The product performed select functions on a professional level but was not swamped by unnecessary features or dramatic aesthetics. It was both easy to use and relatively simple to manufacture. 💡Lesson: Focus on doing a few things exceptionally well. An overcomplicated design can dilute what truly makes a product effective and desirable. 5. BAUBAX Travel Jackets 🧥 With 44,000+ backers and $9M+ raised, BAUBAX upgraded travel fashion by integrating pillows, chargers, and tech-savvy features. It became Kickstarter’s most-funded clothing campaign by blending boldness with utility. It also created value by daring to try something new without sacrificing style. 💡Lesson: Combining innovation with style to carve out new niches. Offering distinctive solutions in crowded markets captures attention and creates a memorable impact. ❗Crowdfunding is about building trust, solving problems, and creating a community around your product. What crowdfunded products have you seen and found inspiring or worth studying? #ProductDesign #Crowdfunding #LessonsLearned #Kickstarter #ProductDevelopment

Crowdfunding works until you mistake it for fundraising... Pebble raised $10M and became a hit. Coolest Cooler raised $13M and crashed hard. Both launched on Kickstarter. The difference wasn’t the platform. It was the approach. 1. Crowdfunding isn’t about money. It’s about readiness. Pebble wasn’t asking for funding. They were selling something that already existed: A working prototype  A clear target audience  A manufacturing plan Coolest Cooler went big on hype — but miscalculated costs. Thousands of backers never got their product. Audiences forgive boring videos. They don’t forgive broken promises. 2. It's not the algorithm. It’s the prep work. Crowdfunding doesn’t start on launch day. It starts a month before with your first supporters. Build your waitlist early Secure 30% of your goal in the first 48 hours.  Launch into a ready crowd, not the void If you skip this part, the platform won’t save you. You’ll disappear in the noise just another campaign no one remembers. 3. Simple wins. Exploding Kittens raised $8.7M. Why? The pitch made sense in 5 seconds  Manufacturing was easy  Sharing it with friends was fun AI tools? B2B SaaS? Too complex. Too abstract. Not an impulse buy. Crowdfunding doesn’t validate your idea. It sells what’s already been validated. If I were launching a campaign today, I wouldn’t obsess over the perfect video. I’d focus on answering just three things — What is it, who is it for, and when will they get it.

What is the secret behind Belgium’s latest Crowdfunding wave? Belgium just saw a surge of successful crowdfunding campaigns: Pureto, Planet B, Thrive, Kriket,… When I asked the founders what made them so successful, Tibbe of Planet B said something that stuck: “It’s all about surfing momentum and staying on the wave.” What is momentum really? How do they do it? These founders master omnipresence. They’re constantly visible across LinkedIn, events, media, Instagram, TikTok… Take Tibbe’s approach: → Stacked platforms (Bolero + Crowdcube) → Leveraged the Brauzz merger for awareness → Calling everyone and anyone they know → Authentic LinkedIn updates sharing business insights → Hosting a show an impact show on TV This creates what I call the “100-foot wave effect.” Big wave surfers have way more time to execute turns and ride. Multi-channel momentum lets you surf way longer than competitors. What’s even better? This strategy works beyond fundraising - for hiring, sales, anything requiring people to say yes. Crowdfunding isn’t just about money. It’s about turning customers into stakeholders and ambassadors who feel invested in your success. Success isn’t just about having a great product. It’s about sustaining momentum through constant, authentic engagement. Sometimes I read the odd, shouldn’t you be heads down building? Well this amount of content is going hard for sure. Congrats to all the founders riding this wave! 🌊 Tibbe, Laurens, Michiel, and all the others I forgot What other successful tactics did I miss?

Venture Capital seems to be the defacto thought when it comes to fundraising but less than 1% of founders do so successfully. For those that don’t fit the VC outlook there are other options to give your businesses the stable footing that it needs. Crowdfunding is often seen as a simple capital-raising tool, but for many founders now see it as a strategic choice rooted in a clear vision for how they want to build and grow their company. Building for a community first vs building then finding a community second. For many companies, the decision to crowdfund was a conscious effort to stay close to their core customers and avoid the influence of professional investors. As one founder put it, crowdfunding allows you to raise money without having to "convince a handful of big investors to believe in you." Instead, you are building a community of people who already do. This approach offers key advantages: Values Alignment: It attracts investors who genuinely want to see the business succeed for the right reasons, particularly for mission-driven brands. Brand Ambassadors: The investors who love your product become your most powerful brand advocates, helping to build momentum far beyond the initial capital raise. Direct Control: Founders maintain more control over their company's direction and avoid potential values misalignment with professional investors who may prioritize different outcomes. While crowdfunding is a brave and public process, it offers a way to build a company on a foundation of shared vision and community ownership. It proves that you can scale a business by bringing your fans along for the journey, and that the best investors are often the people who believe in your mission from day one. If you are building a more open investment landscape, where community, access and strong brand stories drive momentum, you can subscribe to my newsletter here on LinkedIn. It is where I share what we are learning as more people get the chance to back the businesses they believe in.

The science behind the crowdfunding pitch (from someone who generated over $500M): Crowdfunding persuasions can get complex. After generating over $500M in crowdfunding campaigns, I've found that a persuasive pitch boils down to two things: The "what" and the "why". Here's why: You're selling something in your pitch. And these two things ground your pitch: The what → It's tangible, explainable The why → The ideas and beliefs behind your pitch And it's the “why” that makes people believe in you. The why adds emotional depth. It serves as the backbone of your pitch. But as with anything, balance is key. Too much why and you'll forget to explain the what. Too much what and you'll feel like a lifeless business. 3 tips to nail this part: → Lead with "Why": Start with the core motivation or problem, creating an emotional connection — Storysell. → Detail the "What": Transition to your solution, using data or prototypes for credibility. → Bridge with Visuals: Use videos to link the "why" and "what", making your pitch engaging and clear. P.S. Repost this for those trying to crack the code on crowdfunding ♻️

What if your investors doubled as your biggest cheerleaders? Take Penelope Hope, co-founder of Rebel Energy UK. She raised £500K in a single, oversubscribed crowdfunding campaign with 700+ investors. But it wasn’t just about the cash, this was a masterstroke in building a loyal customer base before the product even launched. Here’s why it worked: Crowdfunding isn’t just funding; it’s early-stage community building. Penelope’s campaign let everyday folks invest as little as £10, turning them into stakeholders. Some became beta testers, others early adopters. Together, they stress-tested the product and laid the groundwork for future growth. The real kicker is that crowdfunding is less about capital and more about connection. It gives founders a chance to create a tribe of customers with skin in the game, people who are personally invested in your success. It also adds legitimacy. Crushing a crowdfunding campaign signals larger investors that your business has traction and that real people buy into your vision. That kind of buzz can lead to even bigger checks down the road. But don’t think it’s a shortcut. Crowdfunding takes a killer narrative, nonstop marketing, and genuine engagement. If you can nail that, it’s a game-changer. I often say, think beyond the usual VC path. Crowdfunding can transform customers into advocates, but it’s not easy. Nail your story, keep it transparent, and be ready to hustle. Your turn: Should more startups go all-in on crowdfunding, or is it more hype than help? Let’s hear your take 👇 —-- If you want more insight on capital strategy, subscribe to the Fundraising Demystified weekly newsletter via the link in my bio.