EP #537 How This Kickstarter Game Raised $115,334 (With NO Experience) | Know Thyself

Key Concepts

• Crowdfunding: Raising funds for a project or venture from a large number of people, typically via the internet.
• Kickstarter: A popular crowdfunding platform for creative projects.
• "Know Thyself" Game: A psychological board game focused on self-discovery and social connection, not a traditional board game with winners/losers.
• Social Tool/Technology: The game is positioned as more than just entertainment; it's a tool for human connection and understanding.
• Marketplace Saturation: The crowdfunding space, especially for board games, is highly competitive.
• Idea Validation: The fundamental quality of the idea is paramount for crowdfunding success.
• Audience Building: Pre-launch audience engagement is crucial for campaign success.
• Marketing Channels: Meta (Facebook/Instagram) and Google Ads were used, but platform choice depends on the product.
• Video Marketing: Video is considered more effective than still images for conveying emotion and information.
• Prototype: A functional prototype is essential for demonstrating a product's viability.
• Customer Service: Excellent backer service builds loyalty and authentic promotion.
• Stretch Goals: Can add value but must be product-fit and not feel like filler.
• E-commerce: A different skill set involving logistics, tax, analytics, and ongoing operations.
• Grit and Perseverance: Essential qualities for navigating the challenges of entrepreneurship and crowdfunding.

"Know Thyself" Kickstarter Campaign Success

This summary details the journey of a creator who successfully raised over $115,000 on Kickstarter for their first campaign, "Know Thyself," a unique psychological board game. The creator, Phil, emphasizes that while broad crowdfunding principles exist, any well-executed idea can succeed. He highlights that even first-time creators can achieve significant results, potentially launching a new brand and e-commerce store.

Phil's Background and Inspiration

Phil, a 45-year-old entrepreneur from Britain, previously built a successful fitness company, "Circuit Factory," in Dubai, known for hosting some of the world's largest group exercise classes (up to 250 people). Following the impact of COVID-19, he entered a period of reevaluation and discovered the idea for "Know Thyself."

The "Know Thyself" Game: A Unique Proposition

• Concept: "Know Thyself" is described as a two to four-player psychological board game that fosters introspection, strategy, and deep social connection. It's not a typical board game with winners and losers but rather a "social tool" or "social technology."
• Purpose: The game aims to help players explore the social landscape between them, discover more about others, and gain self-awareness. Phil likens it to "social archaeology."
• Differentiation: Unlike conversation cards, "Know Thyself" has an underlying mechanic and a deeper focus on the human mind and personality. It appeals to a universal human need for connection, regardless of background.
• Artwork: The game features beautiful artwork, which significantly contributed to its appeal and development time.

Development and Campaign Preparation

• Timeline: Phil worked on the game for two years in total. The crowdfunding campaign preparation took approximately 14-15 months.
• Artistic Challenges: The high quality of the initial artwork became a benchmark, leading to a lengthy and challenging process of creating more art of similar caliber. Some days yielded only one or two cards, despite focused work blocks.
• Pre-Launch Anxiety: The night before the Kickstarter launch, Phil experienced significant doubt and depression, fearing the campaign would only raise a small, embarrassing amount. He was convinced to launch by a friend.

Campaign Launch and Performance

• Initial Success: The campaign exceeded expectations, quickly climbing to the top five or six in the board game category on Kickstarter, indicating strong algorithmic favorability.
• Breaking New Ground: The game's unique psychological and social focus differentiated it from typical fantasy or action-themed board games.
• Post-Campaign Applications: Since fulfilling Kickstarter backers, Phil has received numerous emails detailing diverse applications for the game, including:
  • Rehabilitation programs in prisons for ex-offenders.
  • Therapy for children to encourage non-threatening communication.
  • PTSD treatment and marriage counseling.
  • Strengthening personal relationships.

Key Arguments and Perspectives

• Misconception in Crowdfunding: The biggest misconception is that a "crap idea," regardless of presentation, will succeed. The fundamental idea must be strong to gain traction due to high competition.
• Driver of Traffic and Marketing:
  • Pre-launch Audience Building: Using platforms like Launch Boom to create a splash page, advertise on social media, and collect email sign-ups (even for a $1 commitment) builds a highly engaged audience. This strategy generated 4,000-5,000 email addresses before launch.
  • Post-launch Advertising: Running "quick vertical, high-impact, thumb-stopping adverts" targeted at the pre-built audience is crucial. Ad elements like headlines, thumbnails, primary text, video aspect ratios, and music need careful consideration.
• Marketing Channels:
  • Meta (Facebook & Instagram): Used effectively for visual and video-based content.
  • Google Ads: Also utilized for driving traffic.
  • Platform Choice: The best platform depends on the product. For example, AI software might perform better on LinkedIn, while visually appealing products suit Meta.
  • Video vs. Still Images: Video is generally preferred for conveying more information and evoking emotion, which is essential for driving action.
• Prototype Necessity: For tabletop games, having a playable prototype is considered essential. The cost of a decent-looking prototype (with box, rulebook, board, cards) is estimated at $2,000-$3,000, making it an accessible requirement.
• Marketplace Realities: The board game market on Kickstarter is highly saturated. Creators need to work hard to create noise, capture attention, and clearly communicate their product's unique value proposition.
• Rewarding Aspects: The most rewarding aspect for Phil is hearing how the game is positively impacting people's lives and relationships. This contrasts with his previous business, which was also rewarding but focused on physical well-being.
• Customer Service as a Differentiator: Phil emphasizes the importance of excellent customer service for backers, including regular, informative updates and personalized communication. This builds loyalty and encourages authentic word-of-mouth marketing.
• The Right Path: The moment Phil realized he was on the right path was when he pressed the launch button, experiencing a massive weight lift. Seeing the animated logo and receiving positive feedback from backers confirmed the value of his creation. He describes this as moving from "depths of darkness" to a "summer meadow."

Stretch Goals and E-commerce Transition

• Stretch Goals Philosophy: Phil admits he's not a Kickstarter pro but used stretch goals because they are commonly expected. He notes that expansion packs for "Know Thyself" were highly successful, with 90% of sales being expanded versions. The Kickstarter process forced him to expand the game, ultimately improving it. He believes stretch goals should have "product fit" and not feel like forced additions.
• E-commerce vs. Kickstarter:
  • Kickstarter: Focuses on validating an idea and building an initial audience. It requires skills in design, copywriting, and marketing.
  • E-commerce: A more complex operation requiring logistical expertise, tax management, accounting, supply chain oversight, and continuous analytics monitoring. It demands wearing "many more hats."

Future Plans and Advice

• Brand Growth: Phil plans to establish a strong digital marketing platform, pursue PR and traditional media, and eventually move into retail.
• Future Campaigns: He doesn't rule out another Kickstarter campaign, potentially for a spin-off version of "Know Thyself," but its success depends on the current game's trajectory. He views Kickstarter as an invaluable marketing tool for building a crowd.
• Book Recommendation: "Shackleton's Endurance" by Ernest Shackleton. The book details Shackleton's incredible journey of survival and leadership in Antarctica, highlighting the capacity for human endurance and perseverance in extreme adversity.
• Advice for Creators:
  1. Validate the Idea: Ensure the core idea is strong and examine personal biases.
  2. Prepare for Hard Work: A Kickstarter campaign is an "absolute war" requiring significant effort.
  3. Build a Team: Surround yourself with good people and consider professional guidance (e.g., Launch Boom).
  4. Be Proactive and Lead: Take initiative and strive to be the best version of yourself.

Host's (Salvador Brigman) Additional Insights

• Action and Risk: Moving forward and achieving a bright future requires taking action and calculated risks.
• Ernest Shackleton: The host also recommends books on Shackleton, emphasizing lessons in grit, perseverance, leadership, and initiative.
• Leadership: Whether for a first or tenth campaign, leadership, initiative, and proactivity are essential.
• Impact: Crowdfunding can be a vehicle for positive impact, community building, brand growth, and revenue generation.
• Coaching: Salvador Brigman offers one-on-one coaching calls for creators seeking guidance on their crowdfunding campaigns.