Let’s say that you have an incredible surf brand idea. When you think about it, your eyes shine. When you talk about it, your surf buddies give you positive feedback 🤙 You are already there: paddling for the profits.
Dreaming is nice, but making the dream a reality is nicer. Three of our Surfpreneurs used a crowdfunding platform to bootstrap their business and live the dream.
Alexandra of I love the Seaside launched two campaigns on KissKissBankBank and she got a surplus of 59% the first time and 39% the second time.
James of SETT Surf raised on Kickstarter 5.233 £ out of the final goal of 5.000 £.
Martim of Van Der Waal used Indiegogo to test the new version of his product and even if he got back “only” the 28%, it was exactly what he expected.
Inspired by their successful stories, I share with you the 5 essential steps to take in mind before kickstarting a surf-related crowdfunding campaign.
“I’m just a surfer who wanted to build something that would allow me to surf longer”
- Jack O’Neill
In the pic Jack O’Neill in 1982 before windsurfing in Santa Cruz. He revolutionised the surf industry by inventing wetsuits. Photo Credits Dan Coyro
1) Understand the reason why
Alexandra’s aim was to get the finances covered and to test her project with the audience, “If the crowdfund wouldn’t be successful, the whole idea would probably not be successful”.
James, started his campaign in 2015 because he wanted to remove the financial risk and try the crowdfunding option, “Back then crowdfunding was becoming extremely popular, and Kickstarter had a fantastic community where you could easily extend the reach to new customers but I think the game has changed these days”.
For Martim, who used Indiegogo, the goal was to set up a pre-sale platform, “I had the product and the factory ready, but needed time (and cash flow) to make things happen. I just wanted to check the traction that a new version of Van der Waal could have and get a little bit more time to start producing it”.
2) Preparare
Alexandra opted for a deep online research and being helped by experts. “We didn’t know a lot of people at the time that had crowdfunded before. It took us maybe 2 months or so to get everything ready for the launch - choosing the right platform, creating ‘packages’ with partners that were willing to help, texts, photos. The video we shot earlier, the investment in that was pretty costly considering we had no money, around 3000 euros or so, maybe more”.
On the other hand, James could count on his network. “I was very lucky to have friends help me with visuals to use throughout the text, as well as storyboard out the video and then edit it with me; this would probably be one area I would pay for in the future to make sure it was done well (story, video and visuals)”.
Martim found researching online and watching video tutorials helpful. “I sit down at the computer from a Friday evening till the following Monday. My consultant was Google and a lot of research, nothing more. Indiegogo (and probably all platforms) gives you a lot information on how to proceed and so on. For me, the most difficult part was to figure out how it would work and organize everything correctly, like taxes and bank documents, because I’m really unorganized”.
3) Promote like there is no tomorrow
Alexandra’s marketing trick was repetition. “Keep on posting stuff about it and send updates and pick out one package at a time. You have to keep reminding people that they can still contribute. They may see it a first time, second time, but will probably sit down and actually go to the crowdfund page after the 7th or 8th time they’ve seen it”.
James created a PR list, which he said included magazines, websites and influencers on platforms such as Instagram and Youtube. According to James this strategy worked really well, “I didn't hire an agency, so it took a while to do the desktop research and reach out to them, but I still work with some of them today so was absolutely a worthwhile process to do in an authentic way (not just a one off for the campaign)”.
Martim’s strategy was to hire a freelancer and brush up material, “I ordered the voiceover on Fiverr and I had some footages from some surf sessions with friends, I used them all. To complete the empty tracks, I’ve used some stock free images from Unsplash”.
4) Re-adjust if needed
The three Surfpreneurs were all sure about their choices and none of them implemented big changes.
Alexandra: “We didn’t change anything once it was running!”
James: “I certainly didn't change anything drastic, perhaps just some minor text edits but once people have contributed money you can't change the rules of the game”
Martim: “Just added some promotions at the end to get more pre-orders”
5) Measure Expectations
Alexandra: “For the first guide, the first crowdfund, we made 160%, for the second 140%, so yes, it was pretty successful. But in the end still not enough - the guides were thicker than we counted for and all sending costs were pretty expensive as well. But the PR was all worth it! I also think that you need to find a balance between the amount you really need, and what is realistic in achieving - if people see a crazy big figure they probably feel they pay for you to get rich or something haha”.
James: ”I hit my target which enabled me to do my first production run so it was a success in that regard and it got the ball rolling on the company. If I was to account for my time and energy, then no, I probably didn't get a return on that. But that was never the intent - when bootstrapping the time I invest is my biggest investment in the company”.
Martim: ”Yes, everything went as I expected. Probably a little lower goal could have a positive impact, I think it’s really important to have a honest and realistic goal. But as my campaign was not a ‘all or nothing’, it went pretty well”.
Link to the campaigns:
Alexandra and Geert-Jan: I Love the Seaside - the surf and travel guide
James: SETT Surf Rash Cream: Soothe the burn and enjoy every surf
Interviewed by Irene Vannucci
Human rights enthusiastic, wipe-out lover and chocolate addict, Irene is collaborating with Surfpreneurs Club as Content Creator to inspire you with the most exciting ventures in the surf community.
