April 20, 2013
Reflections on Community & HAPIfork's Kickstarter Campaign
I've done so many launches in my life that I'm not even sure I could count them all and yet a launch in and around crowdfunding is a relatively new experience for most of us.
Some launches alert the world that a product is shipping, that there's an IPO or a new partnership, that there are four new features than the previous version, that there's a new management hire, that the CEO is speaking on a panel, that product Z just won an award, or that an office is opening in Singapore...the list goes on. I've done them all.
Kickstarter, while not a new concept for the early adopters and technologists within my circles, my sisters who live in an East Coast small town have never heard of it nor have my friends in Florida, Minnesota and Canada. In other words, it's still a relatively new way for consumers to order a product, especially one which in many cases hasn't been built yet and there's only a basic prototype to show when the campaign goes live.
We're in day four of the HAPIfork Kickstarter campaign and plenty of press gave HAPIfork some love this week as part of the kick-off, the kind that is, that would cover this kind of announcement. The good news is that as a result of heightened media activity this week which comes on the heals of over 900+ media hits worldwide from its initial unveiling at CES in January, more and more mainstream press are intrigued and want to play with the fork.
From Dr. Oz, Good Morning America, Good Housekeeping, Penthouse and Men's Health, we've had discussions and coverage; it's a no brainer for their audience since its the kind of device mainstream consumers would want to try out just as they did when electric toothbrushes first hit the market and dentists confirmed that they can clean your teeth more comprehensively than a regular brush. In both cases, there's a "mindful component" to it.
Why wouldn't consumers reading consumer magazines want to learn about a new digital device that can help them eat better, improve their digestion and eat less, thereby consuming less calories. In an eager-to-consume everything and anything country with astonishing obesity rates, the timing of HAPIfork couldn't be better. Even ABC News was intrigued and Jay Leno and The Colbert Report gave the smart fork a call out in mid-January while NBC News Scott Budman covered it the day after Kickstarter went live.
It is precisely the kind of device that will make people think more carefully about their eating habits and suddenly, a "new pattern" of thinking and eating more mindfully kicks in. The goal is to modify "speed" behavior at the onslought and then extend into more mindful habits beyond a plate of food over a meal.
The Benefits of an Early Community:
While there are clearly other ways to get funded, Kickstarter helps to identify the early adopters and fans who really understand the inherent value of a "smart fork". Beyond a fad, people who jump on board early assume faith in a product that embraces a way of thinking that goes something like this:
"A connected fork isn't the only way to get healthy and lose weight, because at the end of the day, it's always my own decision about what I eat, when I eat and how fast I eat. While human input is a big part of leading a healthier lifestyle, I for one, could use a little help. HAPIfork can remind me, prodding me with each bite I take, to eat healthier, slower and be more mindful in the process. Most importantly, I understand this is a starting point and realize that this fork can act as a digital coach to help modify my behavior over time...and alone, is an important first step to the path of mindful eating and living."
The above mantra or statement if you like, isn't an official statement from the company...it's how I personally think about HAPIfork as an enabler of healthy habits, starting with food.
Education will be a big part of this campaign, starting with Kickstarter and well into the coming months ahead. With Kickstarter, we will see the formation of an early community who is willing to take a healthy step into that universe, one that leads to a HAPier and more fulfilling life.
Building a community isn't new, nor was it new at the birth of social media. Smart marketers have always understood that the customer is king and he/she leads the way, not the CEO. Customers aka your community is critical at the beginning of a product launch and throughout its entire lifestyle.
30 years later and I still flash a smile and feel an emotional bond when I see the Pillsbury Doughboy on TV. Great branding? You could say so, especially since I'm not their target audience. For decades, they achieved sustainable success inside their community (moms and women who bake with their products) and outside their community, people like me who have a warm and fuzzy feeling about their brand even though I'm not a user.
Regardless of what kind of product launch you're doing -- inside a crowdfunding paradigm like Kickstarter or IndieGoGo or out -- it always goes back to the customer and making them happy again and again and again. In recent years, I've seen far too many companies forget how important customer feedback is, for without them, there is no sustainable growth. There is no product. There is no company.
For HAPILABs and HAPIfork, it's the start of learning about a community that embraces the concept of happiness, mindful eating and health early on. It's been a thrilling ride to be driving the marketing and PR efforts since the prototype kick off, but as I watch the Kickstarter numbers rise hour after hour, and excitement runs up and down my spine, I remind myself that this is just the beginning. The exciting days are ahead as we learn from customers using the fork, how it has positively affected their lives.
Here's the link to the Kickstarter campaign if you are interested in supporting the campaign at whatever level - as a supporter, or simply because you can't wait to get your paws on one of these magical HAPIforks.
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