Each crowdfunding campaign faces its own unique issues. From niche products to technology-based ones, project creators must understand the market before they move forward with the campaign. In this chat with Helen Thomas (founder of Touchjet), Khierstyn discusses how she successfully launched a very futuristic product in spite of facing heavy doubts along the way. The most important issues facing a campaign like this? How do you get backers to understand a product when they may not even believe the technology exists? Even with these major obstacles, Helen and the Touchjet team have seen massive success and she shares how she got there.
Positioning a challenging product in the face of doubt.
When they came up with the idea for Touchjet WAVE, Helen and team knew the most important aspect of the campaign would be telling the story. Investors expressed great doubt in the viability of a product that claimed to turn any screen into a touchscreen. Armed with determination, Helen knew she had to go to the consumers to find out more about how well the product could do. Step 1 was the prototype; step 2 was surveying consumers to find out just how viable this futuristic product was. Using experience from the first Touchjet campaign, Helen understood the most important part of any campaign: listening to the audience.
Starting the crowdfunding campaign for Touchjet WAVE.
After conducting multiple consumer surveys, it was time to move forward with the campaign. Helen understood that the very best way to find out if her product could make it was to let the community speak. In spite of the doubt she faced along the way, consumers showed a great deal of enthusiasm for the Touchjet WAVE, which was evident when they reached their $100,000 goal in just 24 hours. This innovative, first-of-its-kind product seemed to thrill backers. To date, they have over 5000 backers, which is up 2000 from the first campaign. Seeing success like this comes from paying attention to the details, understanding the market, and offering a truly unique consumer-focused product.
Learning from the first crowdfunding campaign to benefit future campaigns.
Like any crowdfunder, Helen understood that each campaign would provide valuable lessons that must be applied to future campaigns. The first Touchjet campaign certainly saw success. As she approached the second campaign for Touchjet WAVE, Helen put the lessons learned from the first campaign to good use, most importantly maintaining diligence in connecting with the mailing list throughout the campaign. Helen shares why she chose crowdfunding to launch Touchjet WAVE versus opting for a mainstream approach to bringing the product to market. Reaching a global audience, she says, is a game-changer.
What are the top 3 strategies that helped you reach your goal in the first 24 hours?
Seeing such tremendous success with a campaign for such a unique, futuristic product is something to be proud of. Helen shares how they managed to gain such momentum early in the game and reach their goal of $100k in just 24 hours. Her goal was to connect with a community of backers that were as passionate about the product as she was, and that’s just what she did. With 5,000 backers to date, the Touchjet WAVE is a huge hit. From mailing lists to PR, Helen Thomas shared many tips to help fellow crowdfunders get started with a bang.
OUTLINE OF THIS EPISODE:
[0:36] Khierstyn’s introduction of Helen Thomas, founder of Touchjet WAVE.[2:32] Helen explains what Touchjet WAVE is and how it works.[4:14] Discussing how cost effective the product is versus a touchscreen TV, which costs thousands.[4:47] The first Touchjet product and how its campaign influenced that of Touchjet WAVE.[5:57] Where did the idea for Touchjet WAVE come from?[7:40] The challenges of crowdfunding a product that is so futuristic.[11:27] The importance of external validation to help share the story of Touchjet WAVE.[13:30] How Helen used crowdfunding as an essential element of the marketing process.[14:19] Dealing with the doubts of investors and finding success in spite of those doubts.[18:24] Why did you decide to do crowdfunding instead of a traditional means of bringing a product to market?[20:59] Explaining how the first crowdfunding campaign helped the second campaign for Touchjet WAVE.[22:54] Comparing the success of the first campaign with the second campaign.[25:21] How they encouraged referrals.[26:09] The top 3 strategies that helped them reach their goal in the first 24 hours.[28:45] Why they chose to do a 30-day campaign.[30:45] Discussing the questions covered in the consumer surveys leading up to the campaign.[33:36] The #1 thing you wish you knew in the first campaign that you learned in the second campaign.[37:11] How to connect with Helen.RESOURCES MENTIONED IN THIS EPISODE:
CONNECT WITH HELEN: www.Touchjet.com
CONNECT WITH KHIERSTYN: K(at)crowdfundinguncut(dot)com
TWEETS YOU CAN USE:
Gaining momentum early in the #crowdfunding #campaign, with Helen Thomas of #TouchjetWAVE
Understanding the #viability of your product from the consumer’s perspective, with Helen Thomas of #TouchjetWAVE
Gaining insights from previous #crowdfunding #campaigns, Helen Thomas of #TouchjetWAVE
The top 3 strategies that gain momentum early in a #crowdfunding #campaign, with Helen Thomas of #TouchjetWAVE
Overcoming doubt when taking a #futuristic #product to market, with Helen Thomas of #TouchjetWAVE
