This Kickstarter project received $1,330,293 in pledges and 6,480 backers, far exceeding its original goal of $100,000.
The primary innovations here are the merging (Principle 5 – Merging) of a down jacket with a battery-operated heating system. Principle 6 – Universality is also at play, as the same battery can be used to charge a phone, and the same heater system can be used to speed up drying out the jacket. Also, the same battery can be connected to heated gloves.
They also went SKU crazy, with two jacket styles, a vest, a hoodie, in several sizes, for men and women, mostly available in two colours. This broadened the project’s appeal. Principle 1 – Segmentation.
Principle 15 – Dynamics. The jacket heating system can be adjusted to different temperatures and different zones, letting the wearer be comfortable under a variety of conditions.
Warm jacket, hot marketing
Build a better mousetrap, and the world will beat a path to your door
Alas, it takes more than a better mousetrap. The world needs to know it exists. For that, a marketing campaign is essential to success.
In this YouTube video, Ravean co-founder Bryce Fisher shares his secrets. I’ll be writing a post about how the 40 Principles apply to marketing soon.