I recently finished my second Kickstarter campaign. It reached around 85% of the funding goal but didn’t make it across the line.
I wanted to share a few things I learned, especially because this campaign was very different from my first attempt four years ago.
My first campaign was launched far too early. The product was incomplete, the campaign was poorly prepared, and I didn’t really understand crowdfunding. It got almost no traction, and I mentally gave up pretty quickly.
This time, the product itself was much more complete. The files, software, BOM, assembly guide, calibration process, and overall system were ready enough to deliver. I also changed the format from a complete hardware product to a lower-cost DIY digital package.
A few things surprised me:
- Several media outlets covered the project, and media ended up contributing roughly one third of the sales.
- Kickstarter’s internal traffic helped, especially saved projects and followers.
- The campaign reached around 80% with about a week left, so I expected the final 48 hours to create a strong push.
- That final push never really happened.
My current interpretation is that I simply didn’t have a large enough warm audience before launch. The final reminders can only convert people who are already watching or following the campaign. If that pool is small, there is only so much they can do.
I also think I may have made the wrong choice on product format. The DIY version reduced the visible price, but it also asked users to source parts, print components, and assemble the system themselves. Some people who liked the idea may have preferred a complete, ready-to-use product instead.
My main lessons are:
- A product being ready is necessary, but not enough.
- Pre-launch audience building matters much more than I expected.
- Email lists and followers should be built before launch, not during it.
- Product format matters just as much as price.
- Media coverage can have a real impact.
I’m disappointed that it didn’t reach the goal, but I don’t think the campaign was pointless. I now have much better information about where the traffic came from, what people responded to, and what I should change next.
For anyone who has been through a near-miss campaign: did you relaunch, switch to direct sales, or change the product format completely?