Passion & planning will always set you apart
At 26-years old, Peter Dering’s journey backpacking through Asia set him on the path of entrepreneurship. Like most photographers, he found his DSLR camera heavy and precarious, especially when traveling on a motorcycle or climbing up a mountain. His Kickstarter-funded solution: The Capture Camera Clip. The invention allows you to carry cameras and other devices on any backpack strap, belt, or bag.
The Capture Camera Clip was the beginning of Peak Design, a camera accessories company Peter set in motion after returning from abroad. Since then, the following products have successfully launched using Kickstarter:
- The Everyday Messenger: A Bag For Cameras & Essential Carry
- Slide and Clutch: Versatile Camera Sling and Hand Strap
- Capture Camera Clip v2
- Leash and Cuff
- Capture Camera Clip
In our latest Creator Hangout, Peter shares how his marketing strategy has evolved with each project and what creators can expect when building community and manufacturing products.
1.) Backers = community
“If you’re in the business of creating and selling products, Kickstarter just so happens to be the best possible way to create backers.”
According to Peter, Kickstarter is all about finding innovative ways to build an audience. Peak Design has found that backers become loyal customers. He urges creators to do their research and plan ahead before launching a project.
“Physical products are immensely difficult to bring together. It takes an incredible amount of time and the devil is in the details. You need to have that time built into your schedule to tweak those details. Those are the things that make people receive a product, open it up and say. “Holy [sic]. This thing is cool. I’m going to tell my friends about it. That is the magic that is propelling our company forward.”
2.) Give your backers something special
Peak Design’s model builds off of improving existing products, like the Capture Camera Clip and Everyday Messenger bag. They’re continually looking to improve the consumer experience and engage their audience. “We make really good use of all 60 days of our Kickstarter. One thing we started doing, typically on day 15, 30 and 45, we release mini-products to continue the buzz.” For example, Peak Design released the CaptureLENS and Lens Kit exclusively to backers during of their latest Kickstarter Project. They announced how backers could pre-order the lens in one of their project updates and on their YouTube page.
3.) Share your passion
Each Peak Design project involves a great deal of storytelling. Peter emphasized that every element of their launch strategy is focused on sharing their passion for photography. “The business that we have in the photography world, the way that we sell products, requires us to take photos and video of using them. So, everything we do, which is my hobby and passion, circles back into the business.”
4.) Plan ahead for manufacturing
Your Kickstarter campaign should fit into your overall production timeline. Consider your product development life cycle as you prepare for your campaign, especially when it comes to shipping and fulfillment. “Try to do everything you can to make your manufacturing ready to go,” says Peter.
Watch the Creator Hangout here! And if you liked this post, please show it some ❤ and don’t forget to follow Kickstarter Tips on Twitter!
