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EXECUTION Launching oKickstarter: A premium dress sock that can confidently be worn from the office to the gym

Discussion in 'Progress/Execution Threads' started by powderhound100, Feb 21, 2019.

  1. powderhound100
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    powderhound100 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass Summit Attendee

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    After considerable product development, I'm excited to launch say we'll be launching soon (March 5th). We've developed a premium dress sock that's designed to be worn all day, from the office to the gym. They're designed to make life that much easier for the active professional.

    You can check out our video and page preview here:
    Introducing the Pro-Formance Sock by ALMI

    I've been sharing product development etc. on an insiders thread, but figured I'd put the kickstarter launch info out here.

    Rotation-vid-callouts.gif

    Excited to get it there and start testing to see what works. We are working with an agency to help with prelaunch and facebook ads for the campaign. Have a press strategy setup and are looking at some other strategies and partners. I'll share here what ends up working out...or no working out.
    Any questions, feedback or suggestions, let me know.

    -Jonas
     
    Last edited: Mar 5, 2019
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  2. rogainer
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    rogainer 10 2 10 FASTLANE INSIDER Speedway Pass

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    Super stoked to see the launch Jonas. The socks looked and felt great in person and I'm sure if you can get the right eyeballs on it, it will be a winner.

    Roman
     
  3. Greg R
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    Greg R Act, Assess, Adjust Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass Summit Attendee

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    Congrats man! Rep+ and bookmarked.

    Can't wait to see how things turn out.
     
  4. Eskil
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    Eskil Legendary Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    I was really impressed by the video you showed me at the meetup a few weeks ago. Stellar job on that!

    As I mentioned earlier though, the page loads pretty slow on mobile so you might want to reduce the number of heavy gifs and images and see if you can replace at least some of it with text.
     
  5. AgainstAllOdds
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    Excited for you and the product. Good luck.
     
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  6. Zcott
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    Really interested to see how this plays out.

    Are you marketing to high end professionals? $22 for one pair of socks seems really expensive, but I trust you've done research.

    Good luck to you!
     
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  7. powderhound100
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    powderhound100 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass Summit Attendee

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    Greatly appreciate that Eskil, just want to confirm, is it the gifs or the whole page?
    Thinking most people will watch the video first, but maybe that's wishful thinking.

    Got our press release all prepped:
    Anyone know if larger packages are worth the investment: Home - Online PR Media
    Here's our press release: https://docs.google.com/document/d/1DsYYvmEb6AMt4MwrhnV-5ERPQ_Wwhk3U2YSrbsnZG1c/edit
     
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  8. MTF
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    MTF Never give up Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    [​IMG]
    There's a typo here - should be "domestic." Also, if your social and environmental beliefs are so important, why not mention it in the main sales copy? Your target audience is probably wealthier people, many of whom are probably interested in supporting ethical companies.

    [​IMG]

    Another typo - should be "targeted."

    I'm not a lawyer, so I'm not sure. Are you allowed to use the logos of other companies when mentioning that the Swiss silver you use is used by Mammut and Prana?

    Why only $10,000 as a goal?
     
  9. powderhound100
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    powderhound100 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass Summit Attendee

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    Here is our reasoning on price.
    This is a premium product, our goal of $22 was as an anchor to A: show its premium, B: get people to buy multiple (we really don't want to sell single pairs.)
    3 for $45 for example, which brings it down to $15 a pair. Totally reasonable when you look at performance socks.
     
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  10. c4n
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    There is defenitely a market for $22+ performance socks, I'm a regular buyer.

    I've been using socks made of two fabric layers daily for years (Wrightsock brand) as I spend a good part of the day in boots. I love it and am interested to see how yours compare.

    The main issue I have with the current brand I'm using is they tear up rather quickly - either below the heel or near the toes, where two types of fabric are stiched together.
     
  11. Eskil
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    Eskil Legendary Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    The images are the main cause of it:
    PageSpeed Insights
     
  12. powderhound100
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    powderhound100 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass Summit Attendee

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    Greatly appreciate you pointing out those typos.

    In terms of the logo's, HEIQ uses them on their site so figured it wouldn't be a problem....may be wrong though.

    "Why only a $10,000 goal?" That is the minimum amount to hit, not the maximum.

    The faster you hit your goal the better for the kickstarter algorithm. We decided $10k because it sounds like a good, realistic number.
    Honestly, I'd prefer to put $5,000 or something so we could hit the goal really quick.

    If anyone has thoughts on that matter, would love to hear them.
     
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  13. powderhound100
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    powderhound100 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass Summit Attendee

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    We had some issues with that when we tested some really great fibers (like Nylon 6.6) Since the fiber was so fine there were issues at the crossover point. WE used a different Nylon blend and it's cleaner and much more durable.

    I tried to upload pictures to explain, but it doesn't seem to be working atm.
     
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  14. ZCP
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    ZCP Legendary Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    Chop F*cking chop!!
     
  15. Envision
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    Looking forward to it man! Thanks the pair of socks, wearing em on my business trip tomorrow.
     
  16. AgainstAllOdds
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    Look at stats of previous projects.

    Setting a lower goal is the appropriate direction for a product like yours. Once you hit $10k, you have the social proof to go forward. The last thing you'd want is a $100k goal and to raise $91k -- meaning that you get none of it.

    $10k goal is appropriate, after which you can rake in as much as possible on Kickstarter and have a solid basis for manufacturing and distributing to retailers (honestly that's where I think the easier money is vs ecommerce for something like socks).

    Good luck.
     
  17. Eskil
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    Eskil Legendary Contributor Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR Summit Attendee

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    Yup. I had a relatively low goal (35k) on my Kickstarter too, which definitely helped because of how their algorithm for exposure works. Once the goal was met, it just went upwards from there.


    Sent from my SM-G955U using Tapatalk
     
  18. SYK
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    They can be worth it if you’re looking for backlinks, google news indexing and some obscure automated news site pick up. The latter can be used as social proof by including their logos on your Kickstarter page. Don’t expect any major cut through with the mass blast service; individual pitching will be more effective.

    I’d also look to bulk out your press release with more detail/stronger angle. And if you haven’t already, get a press kit filled with images, video, graphics and bios hosted online to go with your press release.

    All the best with it, will be watching!
     
  19. powderhound100
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    powderhound100 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass Summit Attendee

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    Thanks, appreciate your feedback.
    Any suggestions for what type of detail or stronger angle's to go after?
     
  20. powderhound100
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    powderhound100 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass Summit Attendee

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    Well shit. We setup to work with Matix labs, have worked on lots of campaigns and had great results in the past. They cut our video into a shorter version and were running facebook lead gen ads... however, the cost per lead has been $6.11....way to high. They haven't really been communicating well either so trying to figure out how to move forward, not at all happy about that.

    Got a deal worked out with Backerclub, will update on details later.

    Realized we may need some better content, so about to go on a photo shoot to see what we can come up with.

    Just put this this add together: Sequence 01Facebook.mp4
     
  21. ZCP
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  22. Blake_Writes
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    One PR strategy to consider (if you haven't)
    When you get a great media hit (ideally something digital that links directly to your kickstarter)
    Throw some paid social behind that article (instead of only driving traffic to your KS page)

    Lots of things happen here:
    1) The journalist/platform LOVE YOU, potential for followup article
    2) Their 3rd party credibility skyrockets your CT % rate
    3) Your paid ad probably performs better as people are more likely to CT to read than to buy (lower pressure sales)

    --Grain of Salt--
    I just heard this on some podcast the other day as I research my own KS launch (early May)

    Best of Luck!
     
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  23. powderhound100
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    powderhound100 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass Summit Attendee

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    Wish I had a better answer for you.
    Although I may approach this different next time, launching on Kickstarter Tuesday so hoping to sell as many as possible then.

    I did have a meeting with a sock store here in San Diego, wasn't the right demographic for our product though. Once the kickstarter's rolling and we start getting product in, will definitely push other channels.
     
  24. ZCP
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    sell before the socks get here! push all channels at all times
    quit waiting on kickstarter
     
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  25. powderhound100
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    powderhound100 Bronze Contributor Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass Summit Attendee

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    Xeon, AgainstAllOdds and Scot like this.

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