Carolin Kunert of Knister Grill launched a successful crowdfunding campaign in the summer of 2018. Her innovative "bicycle grill" easily cleared the funding threshold. But there were other challenges that only arose after the funding goal had been reached. The fact that Carolin persevered and that every backer can now start the next BBQ season with a Knister Grill was due, among other things, to "very helpful friends and family." Here are the ultimate crowdfunding tips from Knister Grill.
In many crowdfunding campaigns, market testing or marketing are the primary focus, in addition to funding. How was that for you?
Financing was my primary concern. But I also wanted to find out if there were actually customers out there who would spend more than 100 euros on a Knister Grill. Of course, an incredible number of people say what a great, innovative idea it is... But getting them so excited that they actually buy the product is the ultimate market test, and fortunately, it turned out to be true.
What was the most helpful tip you received while preparing the campaign?
Press is the key to a successful crowdfunding campaign.
“Plan everything long-term in advance!”
What advice would you give to other founders who are considering launching a crowdfunding campaign?
If it were easy, everyone would do it.
Plan everything long-term! Seek support and don't carry out a campaign alone. Ideally, you'll be overwhelmed with all the media, customers, emails, etc. Meanwhile, you also have to somehow ensure that the product can actually be produced and delivered. Fortunately, I had very supportive friends and family who always pitched in. I couldn't have done it without them.
Challenges after reaching the funding target
What was the biggest challenge in the campaign?
Don't underestimate all the problems you may encounter during delivery and production: international shipping, lost packages, packages damaged during shipping, missing parts, delayed deliveries from the manufacturer, incorrectly produced goods, etc.
Just when you think you've solved one problem, a bigger one is waiting for you. Don't take it personally, don't despair, just persevere!
How did you benefit from the crowdfunding support from the City of Munich?
Our video production and some marketing efforts received financial support. This made it possible for us to produce a truly high-quality film with a relatively low investment.
What are you most proud of about the campaign?
I'm very proud that I managed to develop a product in such a short time—from February 2018 to June 2018—to set up a Kickstarter campaign on my own within a few weeks, to find suppliers, and to have already delivered the product in July 2018!
“We are still benefiting from the aftereffects”
What lasting effects did the campaign have? And what's next for you?
Kickstarter was the ultimate launch for my own business. I brought a product to market with very little money. We're still benefiting tremendously from the media coverage that came solely from the Kickstarter campaign.
Today, we have significantly improved and further developed the original Kickstarter product. We currently offer three different grills and a few other innovative accessories. We also now distribute the Knister Grill We also work closely with renowned retail partners. The crowdfunding campaign made it possible!
