Role
My job was to collaborate with the Sandbox Smart team, providing consulting for the Sandbox Smart R2 Coffee Roaster launch on the Kickstarter page. This included creating content for the Kickstarter page, managing Facebook posts, maintaining communication with the in-house graphic designer, and identifying user ambassadors through Reddit, working closely with them.
Overview
This is my first full-time internship at Backer-Founder, which is Asia's largest full-service crowdfunding agency. My primary responsibility was to manage consulting for the Sandbox Smart R2 Coffee Roaster project. Sandbox Smart is a company that designs and produces coffee roasters.Team
Cecilia Lu and Daisy Wei.
Tools
Figma and Canva.Mailchimp, Excel, Google Analytics, and Kickstarter.
Scope
Consulting, Communication, and Marketing Strategy Overview.
Duration
Nov. 2021 - Feb. 2022 (4 months)
My Job: Crowdfunding Launch Marketing Lead
As project manager getting the new device from the idea stage to over $100,000 raised, I specifically:
👉🏻 Studied how similar products convinced backers to pledge money.
👉🏻 Worked with our designer to highlight unique features male coffee lovers want.
👉🏻 Wrote convincing videos and emails showing the value being offered.
👉🏻 Found coffee experts to test it out early and create a positive buzz.
👉🏻 Tracked spending and results closely to guide the campaign's next steps.
Checklist for lunching on ︎ickstarter
Before launching on Kickstarter, here's my streamlined checklist to navigate the crowdfunding landscape:
✅ Competitive Analysis Review: Thoroughly evaluate and study competitors to refine our strategy.
✅ Budget Calculation: Accurately estimate all costs, both internal and external.
✅ Timeline Coordination: Develop a clear, internal timeline for team milestones.
✅ Team Sync-Ups: Hold weekly meetings to ensure alignment and progress.
✅ Collaboration Check: Regularly connect with our in-house designer and Ads Optimization Strategist on project developments.
✅ Kickstarter Coordination: Liaise with Kickstarter for page approval and optimization.
Newsletter Strategy for R2 Launch 📥
For R2's launch, we've set up a dedicated landing page. Interested users can sign up to receive the latest updates. Key newsletters will be dispatched at strategic countdown intervals: 5 days, 3 days, and 24 hours prior to launch, building excitement and engagement.
Post-launch, we'll continue to engage our backers with updates and special offer reminders.✨
(we used Mailchimp for sending out the newsletters)
Emphasizing Design in Project R2 🎨
Design plays a pivotal role in capturing audience attention for Project R2. Our collaboration with the in-house designer led to the creation of an aesthetically pleasing and functional website. Recognizing that our primary demographic is male, we chose orange as the main color to resonate more effectively with this audience.
We also provided the designer with specific references and necessary text to ensure the design aligns perfectly with our vision.
Design Highlights 👀
☕️ Intuitive Icons:
Small, user-friendly icons are incorporated to clearly indicate the quantity of beans being loaded, enhancing user understanding and interaction.
☕️ Addressing Pain Points:The design strategically highlights pain points to engage users’ attention, creating an intentional focus on key features and benefits.
Introduction Video for R2🎙️
We've taken the introduction of R2 to the next level with a professionally voiced video. Collaborating with a voice actor company, we handpicked a range of voice samples that align with R2's character and sent them to our team for final selection, ensuring the voice perfectly complements the video’s tone and message.
Finalizing Rewards and Special Offers for R2🌟
Deciding on the rewards and special offers is a critical step. Our team is diligently working to define attractive packages and exclusive rewards for different tiers of backers, with a focus on providing exceptional deals for those who support us on launch day.
For the R2 roasting machine, weighing in at 12 kg, we are meticulously considering shipping costs and target destinations. The Sandbox Team is committed to ensuring seamless delivery options. It's vital to get these details right before launch, as post-launch changes are not feasible.
R2 Ambassador Outreach︎︎
Reaching out to the community has been a key part of our strategy. We've engaged with experienced users of our previous model, R1, on platforms like Reddit and Facebook, inviting them to share their roasting experiences.
This grassroots approach is supplemented by our collaboration with Ladder Coffee, who have shown keen interest in R2. We've arranged for them to test the R2 in Washington, broadening our feedback base and enhancing our product’s appeal.
We also got featured on Kickstarter’s
“Project We Love” section💚
What a surprise! Being featured on Kickstarter's homepage provide a significant boost to our campaign's visibility!
“Project We Love” section💚
What a surprise! Being featured on Kickstarter's homepage provide a significant boost to our campaign's visibility!
My Takeways💡
The devil is in the details.
The run-up to the launch was a masterclass in meticulousness, demanding an intimate grasp of every facet of the product. As the sole author of our content, I dove headfirst into the complex world of coffee roasting—a subject previously foreign to me. The leap paid off; our collective efforts culminated in a triumphant $100,000 USD fundraising campaign.
Collaborating with the Sandbox Smart Team, alongside our adept in-house designer and ads optimization strategist, was nothing short of extraordinary. We kept a diligent eye on our finances, conducting weekly budget reviews and crafting concise reports to keep the entire team in sync.
This venture honed my skills in three key areas: refining my communicative prowess, sharpening my focus on details, and streamlining my time management capabilities.
The run-up to the launch was a masterclass in meticulousness, demanding an intimate grasp of every facet of the product. As the sole author of our content, I dove headfirst into the complex world of coffee roasting—a subject previously foreign to me. The leap paid off; our collective efforts culminated in a triumphant $100,000 USD fundraising campaign.
Collaborating with the Sandbox Smart Team, alongside our adept in-house designer and ads optimization strategist, was nothing short of extraordinary. We kept a diligent eye on our finances, conducting weekly budget reviews and crafting concise reports to keep the entire team in sync.
This venture honed my skills in three key areas: refining my communicative prowess, sharpening my focus on details, and streamlining my time management capabilities.