Launch and Scale®

•  How Dan started his company through Indiegogo crowdfunding
•  Crowdfunding, apparel brands, and ecommerce marketing during the pandemic.

Want to personally work with Khierstyn? Go to www.workwithKR.com

➜ Grab Khierstyn Ross's product launch system: https://bit.ly/Launch_Guide ➜ Subscribe https://www.youtube.com/channel/UC4KE... ➜ Why most people get the product launch process all wrong ➜ How to see success with your new product launch The way most people launch new products online is extremely outdated. Here's what the standard product launch plan looks like: - Create a product idea - Develop the product - Buy inventory - Launch the product - Market & advertise the product I'm oversimplifying it here, but notice how marketing is at the bottom? Here's the thing: Marketing your product shouldn't wait till after you've already finished developing and are ready to launch, you should be getting the word out there long before day one. By the time you start your Kickstarter campaign, there should be a waiting list of people ready to buy. In this video, I talk about how you can set yourself up for success from Day One by marketing your product BEFORE you launch it. *** Want to work personally with Khierstyn? Go to Khierstyn.com to learn more.

Welcome to Part 1 of my 3-part Mini-Series "How to Launch Your Product Online". This Mini-Series is designed to get you excited to take massive action toward your product launch, as well as informed on the critical steps that will make (or break) your launch. When doing a launch campaign, do you think about your target consumer? Or are you looking for whatever opportunity will allow you to sell your product? I find that there are two main types of goals that people have when they start to do a campaign and they lead to very different outcomes. There are people who, on the one hand, are testing out their product to see if they can make it into a viable business. These people haven’t completely committed to the idea that their product will be successful, so they want to do a campaign to test the waters. Then there are people who know they want to build a sustained business that reaches six or seven figures. These people have a product that they believe in and they have a target consumer who they want to reach with their launch campaign. There’s a big difference between these two types of people and how they approach their business. When you know that you want to build a business to six or seven figures and you focus your effort on your product rather than going after opportunities, you end up making decisions based on long-term growth rather than short-term gain. One important part of building a sustained business is finding the right customer that will get behind your product. What kinds of people will this product serve? When you can figure out your target consumer, you’ll be able to design a launch campaign based on that niche. So, what’s your goal? When you answer that question, you’ll have a better idea of how to move forward. *** Want to personally work with Khierstyn to launch and scale your product? Go to www.workwithKR.com to learn more

Are you looking to launch a Food and Beverage (FAB) Startup and want to get your product onto grocery store shelves, but can’t seem to figure out how to navigate the large corporate bureaucracy?

Here’s the bad news… the large CPG brands can’t either. 

But here’s the GOOD news… the large CPG brands are so slow that you can still beat them at their own game if you know what to do. Today’s guest, Ainsley Moir, is a veteran of the FAB world, working for big brands such as Coke, Campbells, Vitamin Water, and more.

She has been in the boardroom meetings for these large companies with infinite bank accounts and decades-long relationships with retailers. The disturbing news is they still take 4 YEARS to launch new products. Ainsley believed that this was way too slow and so on evenings and weekends she successfully launched her own FAB. coffee startup using proven corporate marketing strategies with startup speed.

In this episode, Ainsley walks you through exactly what retailers want for you to get your product in stores.

 You will learn: 

• The single piece of paper (double-sided) you need to get your product into a retail store
• How to find CPG buyers and get a meeting
• What it is that Food and Beverage buyers actually want (and it’s not flavor)
• How to test your message and assumptions about your market cheaply before you blow a bunch of money developing a product no one wants
• Why some products lose money for each unit sold… and how to avoid it
• How to get proof of demand before you’ve even sold a single item

Want to learn more about how to get your FAB product off the ground? Check out AinsleyMoir.com

****

Want to work with Khierstyn directly to launch and scale your product? Go to www.workwithKR.com to learn more.

How do you know if you’re creating effective ads on Facebook? How can you learn from your data to improve your funnel creation ability? In this video, I talk about three of the most important metrics for measuring sales funnel success and what it means for your business. When you do a product launch, you need to have a waitlist of people built up from day one. You achieve this through what’s called a sales funnel. The idea is to show potential customers your product. When someone’s scrolling through their feed on Facebook, they’ll see a little bit about your product and a call to action. That’s the first step. You want to get customers from Facebook to your product landing page. Then, you’ll ask the visitor for their email so that you can contact them easily and move them closer to a sale. So, how do you know if you have effective ads? There are certain metrics that can allow you to determine whether or not your funnel creation went well. Click through rate is a percentage of people who are clicking the link in Facebook to go to your website. Cost per lead is the amount of money you spend to get one person onto your email list. The overall cost per lead should be from one dollar to two dollars and fifty cents. Landing page conversion rate is, of the number of people that come to your landing page, what percentage become email subscribers? Each of these three metrics have benchmarks that you should be above or below. By making sure you’re staying within these benchmarks, you’ll be able to tell if your funnel creation strategy is working and whether or not you need more effective ads. *** Want to personally work with Khierstyn to launch and scale your product? Go to www.workwithKR.com to learn more

Would you like to get a celebrity endorsement or two to help fuel your Kickstarter launch and not have to pay them or give up any equity in your business?

How about 13 endorsements? 

Well, that’s exactly what Jon “Of The Chords” Ng did to raise over $300K on Kickstarter for “Lord of the Chords: The Punniest Music Theory Card Game in the World”.

While doing his research on how to launch a Kickstarter Campaign, Jon noticed a pattern:

A large percentage of campaigns that raised over six-figures had a celebrity endorsement. The problem was that he had no connections to anyone famous in the music industry and so had to “find another way” (as he likes to put it). 

In this episode, Jon reveals the L.O.R.D. framework he developed that enabled him to get 13 celebrity endorsements.

L - Locate

O - Offer an amazing gift… Something unique and relevant to your project

R - Record their reaction

D - Don’t quit when things go wrong… and find another way!

We also cover: 

• Jon’s Top Strategies for Locating celebrities and how to get past their “people” to meet them backstage at concerts
• What to Offer them that will make them go “WOW” and remember you forever
• How he recorded the endorsements for use in future product sales
• How he edited a video with those recordings to make “marketing that doesn’t feel like marketing” to grow his email list
• How he set up his Facebook Ads Campaign to build the email list...and what he would do differently if he was going to do it all over again
• The Classic AIDA advertising formula, and why the first “A” is the hardest.
• How he tactfully promoted his campaign on Reddit and got over 800 upvotes, without getting banned

Want more details on the LORD Framework? Check out Jon’s article on LinkedIn here: https://www.linkedin.com/pulse/4-secrets-lord-chords-used-build-social-proof-from-13-ng/

******

Can I work with you to launch your product? Go to www.workwithKR.com to learn more

Gabby Samkova, originally from Australia, was living and working in Bali while surfing in her spare time. 

While she thought she was getting as far away from city life as possible and experiencing nature, she was constantly brought back to reality. 

Even while 100 meters offshore surfing, she would encounter plastic.Plastic bottles... plastic bags... plastic particles. She even kicked a dirty diaper trying to catch a wave!Gabby was determined to figure out how she could do her part to fix the problem. After doing her research, she discovered that we can now take old plastic and upcycle it into a polyester microfibre. 

Gabby realized that meant that it was now possible to take used plastic bottles and turn them into fast-drying, sand resistant, and compact beach towels!

That’s when she founded SomerSide Towels and successfully launched on Kickstarter, even delivering early.In this episode, we talk about the steps Gabby took to deliver a premium fabric upcycled from plastic bottles in the ocean from diaper to launch and go over many of the lessons Gabby learned along the way. 

We also cover: 

• Having high standards GOOD! Spending the time upfront to manage product quality is crucial for a successful business after the launch
• While volume is manageable, you need to be involved in every step of the process
• Why you need to be backing other projects while planning your own launch
• Be willing to write 300 or more thank you letters to your backers… and watch what happens as a result.

Did you resonate with Gabby’s story? Check out SomerSide Towels here at https://www.somerside.com.au/ and pick a towel at the same time.

***

Want to work with Khierstyn directly to launch and scale your product? Go to www.workwithKR.com to learn more.

➜ Where Kickstarter fits in your product development phases ➜ Should Kickstarter be a part of your product development strategy? Kickstarter, and crowdfunding in general, is a fantastic tool available to entrepreneurs who want to launch new products. It allows people to launch their products without nearly as massive of a burden as they would've had before. BUT that doesn't mean it's an instant or easy success story; using Kickstarter the wrong way can still lead to a product launch failure. Many of these product launch failures have become the poster children for Kickstarter's sometimes less-than-stellar reputation. If you want to avoid becoming another one of those poster children, you need to know where Kickstarter fits in the product development process. As times have changed, so has the way you need to use Kickstarter (or Indiegogo). In this video, I talk about whether or not Kickstarter fits in the product development phase, and how to use it best for a product launch. If you'd like to personally work with Khierstyn with your product launch, go to www.workwithKR.com.